Betfreds continued expansion into new international markets has seen them target the Australian igaming market. The igaming operator operator have applied for an Australian Northern Territory online gambling license at the start of 2013. Betfred have announced its first Australian senior appointment in the form of new Betfred Australian MD – Luke Brill, joining as the first full time employee for Betfred in the region.
Brill joins this new Betfred project from Sportingbet Australian focused brand Centrebet where Brill was Global Head of Marketing. Centrebet are one of the dominant Australian sportsbook operators claiming 20% market share. Brill has extensive knowledge of the Australian igaming market, having previously also held high level senior regional positions with Party Gaming and Gamebookers. He is also known as best known for striking Australia’s first bookmaker shirt sponsorship deal with a professional sports club in 2008.
Brill commented to igaming industry news source – eGaming Review. “When Betfred approached me it was clear they had had a proper look at the market and were realistic with their market entry strategy, They are very aware of who the market leaders are and have no expectations of coming in here as number one or two. Betfred wants to learn about the market to cater for a niche which has yet to be done, and having worked for Sportingbet out here and consulted for other operators I have identified issues that haven’t been catered for. It’s a great opportunity for me to use all my experience to build a company how I want it to be.”