CrownBet reels back BetEasy brand
CrownBet to merge with William Hill Australia
The Stars Group’s CrownBet and William Hill Australia brands are merging under the name ‘BetEasy’ within the coming weeks, it emerged this morning.
CrownBet’s head of corporate affairs, Daniel Bevan, told iGamingBusiness.com that customers on its platform and players with William Hill Australia accounts will automatically switch over to BetEasy.
Both companies have already begun informing customers about the changes.
The Stars Group upped its majority stake in CrownBet in March, not long after CrownBet agreed a deal to buy William Hill’s Australian business. CrownBet secured the acquisition of William Hill Australia in April. The aggregate price for both transactions was $315m (£240m/€269m).
Previously, the BetEasy brand was active in Australia under the ownership of Matt Tripp, the current chief executive of CrownBet, who purchased Betezy in 2014 and relaunched the operation under the BetEasy name.
BetEasy then rebranded as CrownBet after its purchase by Crown Resorts.
CrownBet announced last month that it wanted to rebrand as Sportingbet, which was one of Australia’s leading brands before being bought out by CrownBet five years ago.
However, Paddy Power Betfair-owned Sportsbet launched legal action in a bid to stop the move, saying in a Federal Court lawsuit that the name would infringe on its own trademark and confuse punters.
Sportsbet secured a temporary court injunction earlier this month to block the rebrand.
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