Tripp's BetEasy to become CrownBet - 15th March 2015
Packer's Crown Resorts will this week announce its
corporate bookmaker joint venture BetEasy has changed
its name to Crown Bet.
move will come after The Australian Financial Review
revealed in December Crown had trademarked the Crown
Bet brand with the government trademark office IP
Australia. A notification of the name changed was
lodged with the Australian Securities and Investments
Commission last week.
will also see the Crown brand used for the first time
in the $13 billion online sports and horse racing
wagering sector, and comes after Crown entered into
the joint venture with BetEasy chief executive Matt
Tripp last December.
deal saw a new operating company for BetEasy created,
67 per cent owned by Crown and 33 per cent held by
BetEasy, which also took control of Betfair's fixed-odds
bought the 50 per cent of Betfair Australasia it did
not own for $10 million last August, and has maintained
Betfair's betting exchange as a separate entity. BetEasy
had begun marketing to the 2 million people in the
Crown Signature Club database.
Tripp, a former member of the BRW Young Rich List
and founder of Sportsbet, established BetEasy 12 months
ago after paying $10 million for the assets of the
former Betezy business.
then embarked on an aggressive customer acquisition
and branding strategy, including agreeing to pay almost
$50 million for the next five years to be the AFL's
official wagering partner.
Australian Financial Review)