Entain installs marketing chief for esports division

Entain has hired marketing veteran Brian Lancey as chief marketing officer (CMO) for its esports betting division, Unikrn. Lancey joins Entain from Mastercard where he spent more than six years as VP for global sponsorships and consumer marketing. Prior to joining the banking giant, Lancey held senior marketing positions with the likes of Brand Synergy Group, Mars and Dr. Pepper. In his role as CMO, Lancey will be responsible for managing the marketing output of Entain’s esports division. He joins Justin Dellario on the senior leadership team at Unikrn. Dellario was onboarded as head of esports from Twitch, where he spent more than five years as VP of global esports, when Entain acquired Unikrn for an undisclosed sum in August 2021. The FTSE 100 operator previously said it plans to spend £50m, which includes the cost of purchasing Unikrn, to create an in-house esports betting platform, to tap into the fast-growing market. Lancey said: “I am excited to share that I have joined Entain’s esports team, Unikrn, as the chief marketing officer. “Entain, a global leader in betting, gaming and interactive entrainment, is paving the way for the future of the industry. I look forward to building the esports business with the incredible team and inspiring leadership,” he added.