The merger of CrownBet and William Hill Australia, formed under the majority ownership of Toronto TSX-listed The Stars Group Inc has led to the upcoming relaunch of ‘BetEasy’.
Under the leadership of Australian industry veteran Matt Tripp, BetEasy will seek to become the leading player in the much-changed Australian online betting sector.
Tripp had previously operated legacy online betting brand ‘Betezy’, a troubled company he acquired in 2014 following the multi-million sale of his enterprise stake in SportsBet Australia to Paddy Power.
In 2014, Tripp would rename ‘Betezy’ to ‘BetEasy’, an online bookmaker which would soon be backed by leisure tycoon James Packer as majority shareholder relaunching the asset as ‘CrownBet’, developing Crown Resorts’ digital subsidiary.
Both the assets of CrownBet and William Hill Australia are required a rebrand under the new ownership of The Stars Group.
Moving forward BetEasy will become the lead brand for The Stars Group Australian market presence, merging the accounts of CrownBet and William Hill Australia.
The formation has seen BetEasy launch a brand awareness campaign, featuring former Australian cricket captain Ricky Ponting, informing punters of the market’s upcoming behemoth.