CrownBet raises stakes in online betting land
grab - 13th July 2015
aggressive land grab is under way in the
$13 billion online sports and horse racing wagering
space and James Packers CrownBet is doing its
best to shake up the sector and muscle in on its large
Tripp, who heads up CrownBet, said it was a race to
the bottom in homogenous offerings from competitors
and his aim was to lift the level of attraction to
has an aggressive marketing plan that will soon be
rolled out and he is not afraid of ruffling the feathers
of his main rivals.
marketshare is about producing a better offering through
a better technology platform with better odds, better
value and functionality. We are providing punters
with the right tools so they dont have to, or
have a desire to, go anywhere else, Mr Tripp
told The Australian.
said he was under no illusions about the big European
players he was up against, outlining that outside
of Tabcorp, which had the luxury of a retail monopoly
and the benefits of owning Sky Racing, CrownBet was
the only Australian online operator.
a bit of us against them its the betting
Ashes, he said. The European operators
are all well established and have been around for
decades and they are not going to take it lightly.
They are looking over their shoulder.
which Mr Tripp started in 2006 was sold to European
giant Paddy Power in 2011 and Tom Waterhouse sold
his online business to rival UK-based player William
Hill, as did Sportingbet and Centrebet.
chief operating officer of wagering, Craig Nugent,
said his company was an early mover in the online
space and was the first to adopt a digital application
have an in-house digital team of around 70 people
and in three years there is no doubt that will be
doubled, he said.
registers $1 billion more in annual digital sales
than its nearest competitor and mobile bets, as a
proportion of all digital, accounted for 63 per cent
of sales. But despite the consumer shift to digital,
which the company said it was seeing across all industries,
57 per cent of its bets continued to be placed in
Nugent said the wagering market had been competitive
but the companys response to that was to exploit
the combination of its of retail and digital assets.
does matter. A large part of the growth in recent
years has been through sports betting. Racing is still
the biggest part of the market but sport is growing
each day, he said.
had a big win when it won the hotly contested tender
late last year to become the AFLs official wagering
partner for the next five years and Mr Tripp now has
the NRL in his sights.
NRL are probably a little gun-shy, there was a huge
backlash around the Tom Waterhouse affect, he
said, referring to the public backlash to Mr Waterhouses
aggressive start-up advertising campaign.
wounded them slightly but Im chipping away at
them. Im part owner of the Melbourne Storm and
James is part owner of South Sydney. We are contributing
to the code and wed like to think if they were
going to choose a partner then they would certainly
was post his departure from Sportsbet that Mr Tripp
started to consider his next move and with a firm
belief the online space was going to significantly
grow he acquired a small, troubled business, BetEasy,
and built a new technology platform for it and then
convinced Packer to partner with him.
technology platform is the first of its kind. It is
cloud-based, which means we dont require a room
full of servers like a lot of our competitors and
we can turn the bandwidth up and down on our technology
in line with the market.
have the capacity to scale and grow the business,
not just nationally but globally.
will continue to evolve and what you see now of CrownBet
will be vastly different in 12 months. We are about
to roll out some stuff that no one else is doing in
the market and well make some noise about that.