Australia’s UBET ceases to operate

Australian betting brand UBET has ceased to operate in Australia as it transferred its customers to Tabcorp’s TAB brand.

Australia.- Tatts Group’s betting brand UBET has been terminated this week in Australia and ceased to operate across several states. Its business and customer base will be transferred to Tabcorp’s TAB and all its 1,300 venues and sponsorship agreements will be changed from its former name to TAB.

The brand had presence in Queensland, South Australia, Tasmania and the Northern Territory, locations where TAB will expand its reach as it takes over the business. As UBET becomes TAB, its current operations will gain access to further content such as Sky Racing, which was already available in Tabcorp’s service.

Adam Rytenskild, Tabcorp’s managing director of wagering and media, assessed the move and said: “The changing of brands from UBET to TAB is one of the largest customer rebranding exercises in recent history in Australia and is a significant key milestone in the post-merger integration of the former Tatts operations into Tabcorp.

“We have already made a number of significant changes in the UBET states. These have included the rollout of our digital commissions model for venues and substantial fixed-odds improvements. The rebranding is the first significant customer-facing change and a key step in our effort to improve the performance of the UBET business.”