The £10 billion merger of the owners of Sportsbet and BetEasy was made official in the UK on Tuesday. Flutter, the owners of Paddy Power and associated brands Betfair and Sportsbet, officially merged with The Stars Group, the owner of BetEasy. As reported in Australia last month, the new entity would look to absorb the BetEasy business into the bigger Sportsbet company to create a huge betting brand.
Sportsbet to absorb BetEasy following Stars-Flutter merger. April 21, 2020 4:58 pm. by Michael Maguire. News Corp media sources are reporting that BetEasy.com.au will cease trading once its parent company, The Star Group, completes a proposed merger with Flutter Entertainment, which operates Sportsbet. That deal was given the go-ahead by the Australian Competition and Consumer Commission (ACCC) in October last year and now awaits approval from stakeholders.
Sportsbet to acquire BetEasy as part of TSG/Flutter Merger. The companies choose to focus their efforts on taking on Tabcorp in Australia. TSG/Flutter Entertainment merger expected to happen in June. Reneging on a decision to run a dual branding strategy, The Stars Group and Flutter Entertainment are bringing the BetEasy brand, Flutter’s Australia-facing sportsbook, under Sportsbet’s banner to boost the entities competitiveness and take on Tabcorp, their main rival in the Australian market.
BetEasy and Sportsbet are set to become one after it was reported on Tuesday by The Australian that the betting giants would merge under the Sportsbet brand. Staff at BetEasy were told on Tuesday morning that the brand would cease to exist with operations to continue under the Sportsbet banner. In October 2019, it was announced that the parent companies of both Sportsbet.com.au and BetEasy would merge, creating one of the world's largest betting and gaming companies.
The BetEasy brand is set to disappear from the Australian betting landscape. The Australian has reported BetEasy will close with the online bookmaker to be absorbed into the Sportsbet goliath in the coming months. Rolling BetEasy into Sportsbet would give Sportsbet approximately a quarter of the Australian online betting market.
An upcoming merger between Sportsbet and BetEasy will result in a large part of the gambling sector being dominated by just two brands. The owners of Sportsbet (Flutter Entertainment) and BetEasy (The Stars Group) will soon own a large slice of the AU betting industry.
Irish gambling group Flutter Entertainment, which owns Sportsbet, on Wednesday announced it would merge with Canada's Stars Group, which owns BetEasy, in an all-share deal that will create the ...
BetEasy, and it’s previous brand BetEzy, have been around in Australia since 2005. Previous Sportsbet owner, Matthew Tripp, bought BetEzy in 2014 and rebranded to BetEasy. Months later, BetEasy was bought by Crown Resorts and re-branded to CrownBet.