Prominent Australian sports-betting site CrownBet will this week announce it has changed its name to BetEasy following its split from billionaire James Packer’s Crown Resorts.
BetEasy will combine the hundreds of thousands of customers of CrownBet and William Hill Australia, and is widely expected to become the third-largest online bookmaker in the country behind Sportsbet and Tabcorp.
The combination, to take place next month, comes after CrownBet acquired the Australian assets of British wagering giant William Hill in a recent takeover.
“CrownBet is a reasonable-sized business in its own right, and we are going to be doubling it with the flick of a switch in mid-August,” said CrownBet chief executive Matt Tripp, in an interview with Fairfax Media.
Mr Tripp, a prominent bookmaker and former head of Sportsbet, has been preparing to rebadge CrownBet after Mr Packer’s Crown Resorts sold its majority stake in the company to the Toronto-listed The Stars Group in a $150 million deal earlier this year.