A successful bid from Amaya/GVC would enable Amaya, the owners of the world’s biggest internet poker provider, to sustain their online dominance, catalysed by the prevailing popularity of mobile betting. The merger would also give Amaya and GVC the chance to minimise the danger that Bwin are exposed to from operating in risky, albeit profitable unregulated markets. The deal would also give Amaya/GVC the option to purchase Bwin’s thriving sports market betting business in the coming years.