The former private wagering firm aims to broaden its presence in Europe.
Ireland.- The Guernsey‑based gaming company Eurasia Sports plans to enter the Irish betting sector with its sportsbook label 3et. The operator secured a license from the Irish Revenue Commissioners and is targeting additional European growth through its specialized approach.
The brand seeks to differentiate itself by focusing on value‑oriented “pro punters” rather than a mainstream crowd. Its strategy emphasizes competitive odds, elevated stake ceilings, and a simplified offering with minimal gamification elements.
The method, which in certain ways resembles an exchange or prediction service, is specifically crafted to attract serious gamblers instead of casual users seeking light entertainment. The initial launch will concentrate on high‑liquidity markets such as major US sports and premier football leagues. Pricing will function around 1X2, Asian handicaps, and totals.
Micheál Deasy, Marketing Manager at 3et, commented: “Irish bettors know sports, they recognize value, and many of them seek a sportsbook providing sharp odds and decent limits without all the distractions. That is where we believe 3et excels.”
3et, which also holds a license from the Alderney Gambling Control Commission in Guernsey, was previously an invite‑only service catering to corporate clients and betting agents. It debuted in 2015 and revised its policy to accept non‑invite customers in 2023. It has indicated plans to use Ireland as a testing ground for a broader European growth strategy in 2027.
Despite strong rivalry in mature Western European markets and the concentration of major brands under a handful of companies, smaller operators with sharp‑pricing models believe they have found a niche. DragonBet obtained a remote bookmaker license in Ireland earlier this year, while Bet St. George recently started operations in the UK.
Ireland’s licensing structure for gambling is currently still managed by the Revenue Commissioners, but the new Gambling Regulatory Authority of Ireland (GRAI) is assuming oversight as mandated by the Irish Gambling Regulation Act 2024. The GRAI began accepting new applications for in‑person Irish betting licenses in February. Existing licenses remain valid during the transition.