According to the Financial Times, a potential merger is on the way between GVC Holdings and Ladbrokes Coral and may come to fruition this month.
Bookmaker Ladbrokes Coral and the major gambling operator GVC, whose brands include bwin, Sportingbet and Foxy Bingo, are reported to have agreed on the potential new management set-up.
The FT reports that the deal could inspire other companies to merge as they struggle not to lose market share in a highly competitive market.
It also notes that the merger would coincide with the UK regulatory review of stakes and prizes for the gambling industry which takes place every three years, known as the Triennial Review.
