52 Entertainment

52 Entertainment
Tech, Media & Telecommunication
180 employees
Players in the community
€5 million

Initially positioned in online bridge, 52 Entertainment has become a specialist in the past 10 years in online mind games, diversifying into belote, canasta, tarot and online sailing with Virtual Regatta.

The story of 52 Entertainment began in 2016, when HLD decided to support the development of the online bridge brand Funbridge, seduced by the resilience of its fundamentals: an affluent, subscriber-based and loyal clientele in a relatively protected market where online practice remained marginal. Capitalizing on Funbridge's strong positions in Europe, the group then built global leadership with the acquisition of BBO (Bridge Based Online) in 2018. The group has considerably strengthened its value proposition for bridge players, diversifying its game modes, and developing an online tournament offering for physical bridge clubs. Building on its success in its core business, the group then diversified rapidly through an ambitious external growth strategy, making a dozen acquisitions in less than five years in the world of mind games. Since we took a stake in the company, we have been working actively with management to support its external growth strategy and to increase the transversality of expertise within the group.

The company is now the world leader in online bridge and sailing, and offers ten mind game platforms in 180 countries.

52 Entertainment has grown rapidly over the last few years, both organically and externally. At each stage, HLD has always been able to react quickly to opportunities that emerged while leaving us the autonomy necessary to manage the company.
Olivier Comte [CEO]

Ongoing actions

  • Operational excellence

    Strengthening of digital marketing capabilities by recruiting data analysts, setting up digital KPIs, tracking player cohorts and optimizing the purchase tunnel
  • Organic growth

    Development of the know how on communities and social networks
  • External growth

    Diversification into mind games through an M&A strategy targeting products with a strong community dimension
  • Innovation and product roadmap

    Provision of new game modes on the bridge vertical (live games, competition mode, e-learning modules, etc.)
  • Operational excellence

    Complete overhaul of applications and the technical infrastructure of the platforms to improve the customer experience
  • ESG

    Formalization of the CSR policy: Scope 1, 2 and 3 carbon assessment and reduction plan, waste management, employee training

How far we have come

  • +5
    5 acquisitions in other mind games to diversify the activity.
  • 20+
    Over 20 strategic partnerships with bridge federations.
  • +150
    Over 150 recruitments growing headcount from 25 to 180 employees.
  • 1000+
    Over 1,000 partnerships with bridge clubs.
  • +100%
    100% growth in the number of players.
  • +25
    Expansion of the service to 25 countries.

Latest news

52 Entertainment keeps ahead of the game and strengthen its position into board and card games
The acquisition of Virtual Regatta marks a major step in 52 Entertainment's development towards online games with a strong community dimension. The company's offer is being expanded through external growth and the community of players is growing.
Club closures due to the health crisis are bringing in a flood of online bridge players as 52 Entertainment launches in China and expands its offering to other games.
Acquisitions are strengthening 52 Entertainment's content offering as the management transition comes to a successful conclusion.
Funbridge becomes the world leader in online bridge with the acquisition of BBO.
In the wake of the acquisition, Funbridge professionalized its team and processes, overhauled its offer and began to digitalize its marketing approach.