Entain has hired Brian Lancey to serve as Chief Marketing Officer (CMO) of its Unikrn esports brand that will be re-launched later this year.

An expert in enterprise marketing and brand development for new ventures, Lancey joins Unikrn’s leadership team from Mastercard, where he previously served as Global VP of Sponsorships and Consumer Marketing.

Lancey will be charged with spearheading Unikrn’s new brand development, as Entain seeks to develop the leading esports entertainment platform for a generation of new audiences.  

Unikrn was founded in 2014 as one of the sector’s first esports wagering operators. The business and technology was sold to Entain last year, as the FTSE100 group aims to develop its core offering beyond gambling.  

Confirming his appointment via LinkedIn, Lancey commented: “I am excited to share that I joined Entain’s esport 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.”

Addressing investors this March, Entain Group CEO Jette Nygaard-Andersen outlined the upcoming launch of Unikrn and Ennovate studio as key innovations directives of the company.

Marked as a 2022 objective, Andersen stated that Entain would showcase the innovation prowess of its proprietary technologies with a view to change the perception of the FTSE business that had been focused on M&A narratives