3et emerges as the latest sportsbook competitor in Ireland’s dynamic market

(AsiaGameHub) –   The sportsbook brand 3et, owned by Eurasia Sports, has obtained a bookmaker’s licence from the Irish Revenue Commissioners (IRC), gaining access to the market.

With its parent company headquartered in Guernsey, the sportsbook has stated its strategy is to target bettors who prioritize value, moving away from the mainstream audience that is heavily focused on promotions.

This approach is founded on providing more competitive odds, increased betting limits, and a reduced number of gamified elements. The style is comparable to an exchange or predictions platform, aiming to cultivate an experience for “ professional bettors” that contrasts with the entertainment-centric model common among many large European operators.

For its initial launch in Ireland, the focus will be on core markets with high liquidity, such as major US sports and elite football, featuring pricing centered on 1X2, Asian handicaps, and totals.

“Irish bettors are knowledgeable about sports and value, and a significant number are searching for a sportsbook that delivers competitive odds and substantial limits, free from distractions,” commented Micheál Deasy, Marketing Manager at 3et.

“This is the area where we feel 3et differentiates itself.”

Opportunity in a tough regulatory environment?

While European regulations become stricter, smaller operators employing sharp pricing strategies are pursuing licences in markets that are newly structured or in transition, particularly the UK and Ireland.

This trend is illustrated by Bet St. George’s entry into the UK, while Fitzwilliam Sports recently entered the online sports betting arena in both the UK and Ireland via a partnership with EveryMatrix. Additionally, Welsh operator DragonBet received a Remote Bookmaker’s Licence to extend its operations into Ireland this past January.

The current Irish system, managed by the Revenue Commissioners under older laws, is being phased out in favor of a new framework supervised by the Gambling Regulatory Authority of Ireland (GRAI), which was created by the Gambling Regulation Act 2024.

Current licences will stay effective throughout this transition period, offering a chance for new market entrants to build a presence before the new system is fully implemented. These new companies might still allocate funds for international growth, even in the face of widespread tax increases.

The rise of these smaller operators counters predictions that European markets might undergo significant ownership and structural changes as larger corporations attempt to consolidate market share. Such theories have been supported by developments like Banijay’s purchase of Tipico, Bally’s Intralot’s proposed offer for evoke, and discussions of merger and acquisition activity involving Entain, the owner of Ladbrokes Coral.

Another potential shift is Ireland’s growing importance as a betting market. As UK taxes are set to rise significantly starting in April 2026, Ireland’s relatively lower-tax environment could become more appealing to companies focused on Western Europe, acting as a counterbalance to the high-tax UK sector.

3et’s future moves

Eurasia Sports‘ 3et has indicated intentions for a wider, multi-market expansion in 2027, with its entry into Ireland serving as a real-world trial for its competitive-odds, high-limit strategy within a fully regulated and competitive European setting.

The brand is not a recent creation. 3et was originally introduced in 2015 as an exclusive, invitation-only platform for corporate clients and betting agents, only becoming available to the general public in 2023. It holds licences from the Alderney Gambling Control Commission, based in its home jurisdiction of Guernsey.

It represents another brand for the industry to monitor in Europe, as the sector navigates a flood of regulatory updates and shifting consumer demands.