CrownBet To Rebrand As BetEasy
Rebrand Follows New Acquisition
Earlier this year, William Hill revealed that it was re-evaluating its involvement in the Australian casino industry and that it was planning on selling off its assets as a result thereof. Many companies got in line and a highly competitive bidding process followed. CrownBet walked away the ultimate victor. It was also announced almost simultaneously that The Stars Group was on the verge of acquiring an 80% share percentage in the brand, from Crown Resorts.
According to reports, the initial plan was to rebrand the company as SportingBet, as it was the name of a popular local sports betting endeavour once owned by Matt Tripp’s father, Alan. The move was however opposed in a Federal Court by Paddy Power BetFair’s Australian leg of business, SportsBet. BetFair argued that the newly proposed name chosen by CrownBet resembled its own SportsBet name too closely and was bound to cause a lot of confusion.
The court conceded and ruled in favour of Paddy Power, prompting CrownBet to come up with an alternative name for its own endeavour.
A Difficult Climb Ahead
Tripp on Tuesday announced that CrownBet would in future be known as BetEasy and that the group believed that this was a name that would resonate and hit home with its customers. Tripp did point out that he was disappointed at the court’s ruling concerning the previously selected name, obviously for sentimental reasons relating to his father, but that he did not take personal offence as a result of the court’s decision.
The combination of the 2 Australian brands business endeavours will officially create Australia’s third largest sports betting company and operator. Tabcorp and SportsBet are the biggest two currently operating in Australia.
It remains true that it will not be easy sailing for the newly branded company to establish itself, as it comes at a time when taxes are being tightened in the country as well as tough restrictions being placed on the advertisement of betting and sports betting services and businesses.
These are some of the reasons that prompted William Hill to get rid of its Australian assets in the first place.