Entain, the gaming company formerly known as GVC Holdings, helped MGM Resorts International get its sports gambling operations off the ground when the two entities partnered to launch BetMGM. They created Roar Digital to spearhead nationwide sportsbook efforts in the U.S. over two years ago and have both continued to open their wallets to help the company expand, but MGM might now think it’s time to take over completely. It is reportedly interested in buying out Entain, but nothing has yet been cemented. 

The Wall Street Journal broke the news yesterday, explaining that it had received confirmation from unnamed sources that MGM was pushing to acquire the company. It reportedly had made an offer of $10 billion to buy Entain, but that offer proved to be less than appealing to its target, and MGM may have returned with a higher bid. That new bid was apparently made possible through some outside help, with InterActiveCorp (IAC) providing the additional support. IAC already owns 12% of MGM.

Entain’s market capitalization sits at around $9 billion and, as most high-profile deals go, anything less than at least one-quarter above that valuation most likely wouldn’t be considered. The Wall Street Journal suggests that the new bid could include both cash and equity, and is substantially more than the previous offer. That offer was based on a price of about $17.56 per Entain share, which, putting things into perspective, is already well above the $15.70 price Entain saw when the markets closed at the end of last week. 

Mergers and acquisitions in the gaming space are expected to pick up over the next couple of years, and Caesars Entertainment is helping set the stage with its acquisition of William Hill. The sports gambling operator partnered with Caesars for the latter’s U.S. sportsbook, and the deal is expected to see Caesars control all U.S. activity while it sells the rest of William Hill’s operations. After finding approval from shareholders, that deal should be wrapped up before the end of June.