Eurasia Sports’ sportsbook brand 3et has secured a bookmaker’s licence from the Irish Revenue Commissioners (IRC), securing entry to the market.
The sportsbook, whose parent company Eurasia is based in Guernsey, has said it is positioning itself squarely at value-focused bettors rather than the mainstream, promotion-heavy audience.
The model is built on offering sharper odds, higher staking limits and fewer gamified features. It mirrors a similar style to an exchange or a predictions platform, looking to develop more of a “pro bettor” experience as opposed to the entertainment-led approach typically seen across many large European operators.
Its initial Irish rollout focuses on core, high-liquidity markets – major US sports and top-tier football, for example – with pricing built around 1X2, Asian handicaps and totals.
“Irish bettors know sport, they understand value, and many of them are looking for a sportsbook that gives them sharp odds and proper limits without all the noise,” said Micheál Deasy, Marketing Manager at 3et.
“That is where we believe 3et stands out.”
Opportunity in a tough regulatory environment?
As regulation tightens across Europe, smaller operators with sharp pricing models are seeking licences in newly structured or transitioning markets – notably in the UK and Ireland.
This has been seen with the entry of Bet St. George into the UK market, while Fitzwilliam Sports recently moved into the online sports betting space across UK and Irish markets through a collaboration with EveryMatrix, and Welsh operator DragonBet was granted a Remote Bookmaker’s Licence to expand its reach into Ireland in January.
Ireland’s current system, administered by the Revenue Commissioners under legacy legislation, is in the process of being replaced by a new framework overseen by the Gambling Regulatory Authority of Ireland (GRAI), established under the Gambling Regulation Act 2024.
Existing licences remain valid during the transition, creating a window for new entrants to establish a foothold before the full regime is in place. These entrants may still have budgets for global expansion despite tax hikes across the board.
The recent emergence of these smaller operators oppose the suggestions that European markets could become see major changes in ownership and structure as larger enterprises look to gain more market share – a theory that has been fuelled by news like Banijay’s acquisition of Tipico, Bally’s Intralot proposing an offer for evoke, and talks of M&A activity around Ladbrokes Coral owner Entain.
Another change could be the significance of Ireland as a betting market. With UK taxes up substantially as of April 2026, Ireland’s comparatively low tax market may become more attractive for Western Europe-focused companies, and provide somewhat of a bulwark against a high tax UK sector.
3et’s future moves
Eurasia Sports’ 3et has signalled plans for a broader multi-market expansion in 2027, and Ireland represents a live test of how its sharp-odds, high-limit model performs in a fully regulated, competitive European environment.
The brand itself is not new. 3et was launched in 2015 as an invite-only platform serving corporate clients and betting agents, only opening to the public in 2023. It operates under licences from the Alderney Gambling Control Commission, located in its base of Guernsey.
It is yet another brand that the industry will be overlooking in Europe, as the sector becomes drowned in regulatory news and ever-changing consumer expectations.
