Australian bookmaker BetEasy is set to re-brand to Crown Bet, as the Matt Tripp operator sets to incorporate Crown Resorts’ brand and online betting services under a joint venture between the two firms.
The move sees James Packer’s Crown Resorts enter the (AUS) $13 billion Australian online sports betting market. The online joint venture between the two companies had been agreed back in December 2014, as Crown Resorts registered the Crown Bet brand under the Australian trademark office.
The Crown Bet joint venture will be split with 67% of the new company owned by Crown Resort and 33% held by BetEasy.
BetEasy was established just over a year ago, as CEO and Founder Matt Tripp acquired bookmaker Betezy, and proceeded to embark on an aggressive customer acquisition strategy. BetEasy has agreed to pay AUS $50 million to be the AFL’s official betting partner.
BetEasy was recently awarded the EGR Australia sports betting industry best newcomer brand in February.
Crown Bet will be supported with a multi-media campaign to extend its brand and media coverage in the region.