Australian online bookmaker BetEasy will be absorbed by Sportsbet.au as part of the merger between respective parent groups The Stars Group (TSG) and Flutter Entertainment.
Reported by The Australian, BetEasy is due to cease operations and begin operating under the Sportsbet banner.
A spokesperson for Sportsbet said: “Flutter currently intends to pursue a single brand strategy for its Australian operation. This is subject to ratification once the proposed combination with TSG is completed.
“We are now intending to pursue a single brand strategy principally because of the ongoing volatility to sporting competitions around the world and the wider economy stemming from COVID-19.
‘We would also be able to execute a single brand customer migration in a shorter time frame, allowing us to focus our attention on providing the best possible experience for our customers.”
The confirmation marks a shift in TSG and Flutter’s position to operate a dual brand strategy in the Australian sports betting market. The agreement is awaiting the approval of shareholders from both gambling groups, who are due to vote on the proposal in the coming days.