Beteasy and Crown resorts set to launch Crownbet this week

Australian bookmaker BetEasy, led by former owner and chief executive officer of sportsbet.com.au Matthew Tripp, is expected to go live this week rebranded as CrownBet.

Our readers will recall Crown Resorts International acquiring a 67 percent controlling interest in BetEasy late last year forming a joint venture (JV) which combined BetEasy’s online sports book business with that of Betfair Australasia – a loss-making online betting exchange business acquired by Crown for A$10 million from a former UK partner .

The JV subsequently registered the CrownBet trademark earlier this year sparking speculation of the launch of a new Australian betting brand.

At the time, James Packer said the alliance has been designed to compete with major international online betting groups that had moved into and dominate the Australian market such as William Hill and Sportsbet.

“This exciting new venture will help build an Australian-owned business that can compete strongly with the largely foreign-owned competitors in our wagering industry,” Packer said.

BetEasy also became the AFL’s official betting partner, a five-year deal that caught major competitors off guard. The bookmaker took over the sponsorship from Tabcorp’s TAB.

According to industry reports BetEasy customers will be migrated to crownbet.com.au which already directs to BetEasy.com.au.