Online gambling firm GVC bids for rival Bwin.Party

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[May 15, 2015]  (Reuters) - Sports betting and gaming company GVC Holdings Plc said it had submitted a bid for bigger rival Bwin.Party Digital Entertainment Plc, which put itself up for sale last year.

Consolidation activity in the gambling industry has gathered pace as higher taxes and regulations in some of the biggest markets hurt companies.

Shares of Bwin rose as much as 5 percent to 99.70 pence after GVC's statement. The stock had gained 7 percent earlier in the day on reignited hopes of a deal.

GVC said if Bwin were to agree to a deal, it would be treated as a reverse takeover due to Bwin's size.

Bwin had a market value of about 734 million pounds ($1.15 billion) as of Thursday close, more than double that of GVC.

GVC's shares were down 1.5 percent at 452.55 pence at 1140 GMT on the London Stock Exchange.

GVC Holdings Chief Executive Kenneth Alexander had told Reuters in March that "something like" Bwin would be of interest to the company.

Bwin confirmed separately on Friday that it was continuing discussions with a number of third parties, including GVC.

Bwin, created by the merger of sports betting group bwin and online poker group PartyGaming in 2011, said in November that it was considering a range of proposals from interested parties.

($1 = 0.6362 pounds)

(Reporting by Aastha Agnihotri in Bengaluru; Editing by Sriraj Kalluvila)

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