Jupiter Asset Management has finally entered Europe's active ETF market by launching the Jupiter Global Government Bond Active UCITS ETF (GOVE) on the London Stock Exchange. The ETF aims to outperform benchmarks by identifying significant mispricings in the market. Simultaneously, BlackRock has introduced the iShares Energy Storage and Hydrogen UCITS ETF (STOR) on Euronext Amsterdam, tracking the STOXX Global Energy Storage and Hydrogen Index. This move is viewed positively as the surge in active ETFs in Europe is seen as a potential lifeline for asset managers like Jupiter and Schroders, who have faced challenges in maintaining margins amid fee pressures and competition from US-based rivals. BlackRock's thematic ETFs, including the energy storage and hydrogen ETF, are designed to capitalize on emerging trends. Additionally, Euronext is contemplating consolidating all ETP listings onto Euronext Amsterdam to reduce market fragmentation. This potential move, along with the plan to introduce a consolidated tape for equities and ETFs, aims to address Europe's market structure issues.