CrownBet creates bookmaking upheaval
Update 2019: The CrownBet brand no longer operates in Australia. Towards the end of 2018, the CrownBet and William Hill Australia businesses merged to form BetEasy. It is an ironic turn of events as CrownBet originally entered the Australian market after purchasing and rebranding the BetEasy business.
CrownBet buys BetEasy in 2015
The betting and gaming industry is a fast-paced and constantly changing environment. Nowhere is this clearer than in the $13Billion Australian market. The latest upheaval in the betting world is the rebranding of leading Australian bookmaker, BetEasy. Crown Resorts recently purchased a majority share of BetEasy, which marks their first foray into the online bookmaking world. Their new slogan says it all: The game just changed.
The newly rebranded bookmaker hasn’t wasted any time making moves. They have become an official partner of the AFL and boast an advanced app. For current BetEasy members, the transition should be seamless, even down to the performance of the mobile apps. BetEasy accounts will be moved to the new CrownBet website and, members can use their BetEasy information to log on. While things may not be changing much on the surface, punters in Australia are bound to start noticing some differences in the market. CrownBet is upping the ante on competition in an already competitive space, and the consolidation of power players and significant partnerships is a trend that will more than likely continue, both in Australia and around the globe.
New force emerges in Australian bookmaking
The powerful partnership of Crown Resorts and BetEasy has resulted in an Australian power player in the bookmaking industry. CrownBet promises superior odds, Fixed Odds prices on racing bets, and a broad offering of international and Australian sports betting. CrownBet appears to be keeping a competitive edge in the bookmaking world, offering sign up bonuses, bonus rewards, loyalty offers, and contests through social media outlets. There is even an interest-free credit facility, proving that CrownBet is on the progressive side of the bookmaking industry.
Logical move for Crown Resorts
The partnership between Crown Resorts and BetEasy is a natural one, with Crown Resorts holding a spot as one of Australia’s leading gaming and entertainment groups and BetEasy being an Australian bookmaking favourite. Crown Resorts is approximately a $6Billion company, founded in 2007. In under a decade, they have enjoyed a meteoric rise within Australia’s gaming industry. Though CrownBet may be their first step into the online gaming industry, they are certainly no strangers to the casino game, with global holdings in several casinos, developments, and entertainment complexes globally, including Las Vegas, Perth, Melbourne, Sri Lanka, and the UK.
Crown Resorts itself began as a divestiture of Publishing and Broadcasting Limited’s (now Consolidated Media) gaming assets. Mergers and acquisitions seem to be the name of the game for Crown Resorts, who have been consistently expanding their holdings and partnering on a wide variety of joint ventures and development properties.
CrownBet promises change
CrownBet’s betting offerings have a strong focus on racing and sports betting. They offer punters action on thoroughbred, harness, and greyhound racing. For sports betting, CrownBet features American football, Australian rules, baseball, basketball, boxing, cricket, golf, ice hockey, motorsport, MMA, rugby league, rugby union, soccer, and tennis. CrownBet will also give members an inroad into the prestigious Crown Signature Club. True to form, there are live betting options and information on upcoming sporting and racing events.
All indicators point to CrownBet upholding the high odds, a variety of sports bet offerings, and superior customer service that made BetEasy Australia’s largest Aussie owned bookmaker. The question on a lot of people’s minds is what the next move will be for Crown Resorts. If these two gaming power players do as well as they are projected to do in Australia, Crown Resorts may even take their online gaming to the global stage and expand beyond the Australian market. That remains to be seen, but what is certain is that the online gaming industry is in for some significant changes. Ed Owens, marketing director of the newly formed CrownBet, noted, “With the combined technology and sporting knowledge of this brand, we really are going to change the game for online wagering.”
Prepare for the marketing onslaught
CrownBet is now in the process of aggressive marketing campaigns aimed at building recognition for the new brand, not the least of which is the promotion of their affiliation with the AFL. Their TV spots are airing nationally, so if you hadn’t already heard much about the news of Crown Resort’s entry into the online wagering space, the chances are good that this won’t be the last instance.
Expect more change
Whenever two powerhouses combine in a market, it always causes to keep a keen eye out. With the face of bookmaking changing so rapidly in Australia, the formation of CrownBet is likely to make waves with competitors. Speculation about Crown Resorts’ next moves in online wagering are already circulating in the rumour mill, and as Crown Resorts is no stranger to taking risks and making big moves into global markets, some rumours may become a reality. Two big names in gaming and entertainment have come together quite literally to change the game, and with it the face of the online bookmaking industry in Australia.
