UBET brand abandoned on Monday

The merged Tatts-Tabcorp gambling giant in Australia has revealed that it will be ditching the UBET retail and online gambling brand Monday in favour of the new TAB identity.

Rebranding to TAB will impact websites and 1,300 UBET retail outlets in Queensland, South Australia, Tasmania and the Northern Territory, where Tatts held exclusive retail betting licences.

Tabcorp’s head of wagering, Adam Rytenskild, says the new brand is already in use in Victoria, New South Wales and the Australian Capital Territory.

“UBET has been in decline for some time – at least five years,” Rytenskild told local reporters. “This is a really important milestone for us, putting our brand into those states.”

Rytenskild said this week’s move from UBET to TAB was the “first customer-facing” initiative to be executed so far in the task of merging the Tabcorp and Tatts businesses.

Since Tatts Group renamed its TattsBet wagering division as UBET in 2015, the brand has struggled and was perceived to be inferior to TAB.

Tabcorp has said that UBET customers will remain on a separate technological system to TAB customers until after the 2019 spring racing season, when they would be migrated onto TAB’s platforms.

ASX-listed Tabcorp has told shareholders it expects the Tatts merger to deliver savings of $130 million a year by the 2021 financial year.