CrownBet to rebrand as BetEasy

The rebranded business is set to re-launch in mid-August, following the acquisition of William Hill Australia’s assets.

Australia.- CrownBet has announced that it will finally rebrand as BetEasy after the company acquired William Hill Australia’s assets. While the company initially intended to change its name to Sportingbet, the company Sportsbet blocked the attempt and forced the operator to choose a new name.

The company’s CEO, Matt Tripp, revealed during an interview earlier this week with local news outlet Fairfax Media that the rebranded business will relaunch in mid-August. Tripp said that while he was personally disappointed that they couldn’t use the Sportingbet name, he didn’t take offence at the legal action carried out by Sportsbet.

The acquisition of William Hill’s assets was set at nearly US$248 million and is set to create the country’s third-largest sports betting operator, after Tabcorp and Sportsbet. Tripp believes that BetEasy is well positioned to face the new taxes that the industry will face in the country mainly because of the company’s large size after the acquisition.