CrownBet and William Hill Australia merger leads to BetEasy return

CrownBet and William Hill Australia merger leads to BetEasy return

Tuesday, July 31, 2018 Posted by Luke Massey
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CrownBet and William Hill customers will have their accounts merged

Under the ownership of Toronto TSX-listed The Stars Group Inc, CrownBet and William Hill Australia will merge assets to relaunch the BetEasy brand.

BetEasy’s return to market forms part of executive Matt Tripp’s mission to create the outright leader in the much-changed Australian online gambling sector. 

Tripp, the man charged with leading the Stars Group’s Australian market ambitions, previously owned the Betezy brand, which he acquired in 2014 following the AUS $ multi-million sale of his stake in Sportsbet Australia to Paddy Power.  

Tripp quickly rebranded Betezy to the slightly different name of BetEasy, before a majority investment from Crown Resorts’ leisure tycoon James Packer in December of the same year saw it taken under the CrownBet name.

Entering 2018, an M&A hungry Stars Group completed the consecutive acquisition of CrownBet and William Hill Australia for AUS $600 million (€480 million).

The majority sale of CrownBet to The Stars Group meant that the operator was required to rebrand, but its plans to revive the Sportingbet brand was successfully blocked by Sportsbet, who successfully secured a court injunction to prevent the move just last month.

The subsequent relaunch of BetEasy will see the merge of CrownBet and William Hill Australia platforms under the BetEasy name. CrownBet has said that accounts will be transferred to the BetEasy brand in the coming weeks, with William Hill customers to follow soon after.

To coincide with the launch, BetEasy has launched a brand awareness campaign which includes former Australian cricket captain Ricky Ponting informing punters of the market’s new incumbent.

Totally Gaming says: The rebirth of BetEasy has been billed as the return of an old brand with a new twist. The Stars Group, who quickly upped its share in CrownBet from 62% to 80% earlier this year, has turned to Matt Tripp to lead this major investment push in Australia, a notoriously tricky market for gambling companies. 

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