Exclusive: Entain looks to clamp down on ‘parasitic’ matched betting
Summary
Entain has launched High Court proceedings against Liquidity Trading Limited — the company behind Outplayed and OddsMonkey — accusing the matched-betting operator of unauthorised use of its brands and of promoting matched betting as a risk-free source of income. Entain says the use of branding from Ladbrokes, Coral, bwin, Gala and Foxy Bingo across dashboards and marketing materials undermines its safer-gambling efforts and damages its reputation.
The dispute followed formal letters in February and July setting out trademark complaints and a draft Particulars of Claim. The matched-betting business denies infringement; its defence is due in October. Entain is seeking an injunction, the destruction of infringing material, financial damages and other remedies.
Key Points
- Entain accuses Outplayed/OddsMonkey (Liquidity Trading) of using its brands without permission (Ladbrokes, Coral, bwin, Gala, Foxy Bingo).
- The operator labels the matched-betting business model “parasitic” and says defendants promote matched betting as risk-free, which it argues is misleading and socially irresponsible.
- Entain claims matched-betting marketing lacks visible safer-gambling messaging, targets vulnerable groups (for example parents on maternity leave and younger social audiences) and can encourage bonus abuse.
- Legal action includes formal letters (11 February, 30 July), a Particulars of Claim and High Court proceedings; the defendant’s formal defence is expected in October.
- Entain seeks an injunction, destruction of infringing assets and damages, citing consumer-harm, reputational damage and undermining of responsible-gambling efforts.
Context and relevance
This is one of the first major operator-led legal challenges aimed squarely at the matched-betting sector. For operators, affiliates and regulators it signals a willingness to use trademark and safer-gambling arguments to limit how matched-betting services advertise and operate. Expect increased scrutiny of affiliate marketing, promotional integrity and how services frame matched betting to consumers.
Why should I read this?
Quick and blunt: if you work in iGaming, compliance, affiliate marketing or regulation, this could change the playbook. Entain taking legal action is a big deal — it could force matched-betting sites to dial back branding, rethink marketing tactics and make safer-gambling messaging a lot more visible. Worth five minutes of your time.
Author style
Punchy: Entain’s move isn’t just posturing — it’s a test of how far big operators will go to protect brands and safer-gambling standards. Read the detail if you care about policy, compliance or affiliate strategy.
Source
Source: https://next.io/news/betting/entain-clamp-down-parasitic-matched-betting/