3et Launches Sportsbook in Regulated Irish Market

3et has officially launched its sportsbook in Ireland after securing a local licence, marking its first move into a fully regulated European market.

The rollout follows a licensing process that began in 2025 and is part of a wider expansion plan targeting additional regulated jurisdictions in the coming years, with further launches expected from 2027. Ireland represents a highly competitive market, and 3et’s entry introduces a model centred on pricing and flexible staking.

Originally established 14 years ago under an Alderney licence, 3et operated as an invite-only platform catering to high-stakes bettors and syndicates. In 2023, the operator broadened access to a wider audience while continuing to provide both B2C and B2B services across various international markets.

The sportsbook focuses on core betting functionality, offering coverage of major US sports and leading football competitions. Key markets include 1X2, Asian handicaps and totals, with an emphasis on pricing accuracy and liquidity. This approach contrasts with entertainment-driven platforms that prioritise gamification and casino cross-sell features.

3et’s arrival in Ireland coincides with a period of increased betting activity, driven by the end of the domestic football season and the lead-up to the 2026 FIFA World Cup. The operator is targeting players seeking higher limits and a more streamlined betting experience.

The launch reflects a broader industry trend of specialised operators entering regulated markets with tailored offerings designed for specific customer segments. For 3et, Ireland serves as a testing ground for this model while establishing a foothold ahead of further international growth.

Micheál Deasy, Marketing Manager at 3et, said the company sees Ireland as a market where bettors value strong pricing and clear betting options, adding that the platform aims to deliver a focused experience built around those preferences.