CrownBet reimagined – Bookie returns to corporate landscape
Punters have another online wagering option, with CrownBet re-entering the Australian online betting picture after eight years on the sidelines.
CrownBet is once again taking on punters, with the corporate bookmaker relaunching after eight years in abeyance.
The wagering company, which is owned by Crown Resorts-backed Betfair Australia, reopened for business on Thursday, two days out from Group 1 thoroughbred race meetings in Sydney and Melbourne.
The timing also coincides with the start of the NRL season, which opens with matches in Las Vegas this weekend, and next week’s opening round of the AFL, as the bookmaker looks to garner market share using the familiar brand.
Chief executive of Betfair Australia, Amy Zavros, said in a statement: “We’re thrilled to bring CrownBet back to Australian punters at the most electrifying moment in the sporting calendar.
“With sophisticated technology, deep market coverage and the backing of one of the country’s most recognised entertainment brands, we’re setting a new benchmark for what a wagering experience should feel like.”
Betfair Australia, which is 100 per cent owned by Crown Resorts and licenses its exchange product from the Flutter-owned parent Betfair company, has linked with wagering technology provider BetMakers Technology Group to power its fixed odds trading platform.
The return of CrownBet also forms part of the broader entertainment strategy of Crown Resorts, which is also undertaking a major upgrade of his restaurant precinct on Southbank in Melbourne.
Chief executive David Tsai said the relaunch builds on the company’s push into new digital opportunities.
“CrownBet is a familiar brand in the online wagering market. This exciting move aligns with Crown’s broader growth strategy, focusing on entertainment offerings and new revenue streams,” Tsai said.
Responsible Wagering Australia (RWA), the industry’s peak lobbying group, welcomed CrownBet’s resumption and addition to its representative ranks.
“The addition of CrownBet to our membership further strengthens the industry’s unified voice at an important time for policy and regulatory reform,” RWA chief executive Kai Cantwell said.
“Collaboration across licensed operators is critical to maintaining strong consumer protections, advancing safer gambling measures and upholding the highest standards of integrity and transparency.”
CrownBet was launched in March 2015 after Crown bought the BetEasy/BetEzy brand in 2014.
Crown subsequently exited the business in early 2018, selling it off to The Stars Group.
Later that year, it was rebranded back to BetEasy under the guidance of chief executive Matt Tripp, who has since founded rival publicly listed corporate bookmaker BetR.
In 2020, the BetEasy brand disappeared, having merged into Sportsbet after the global acquisition of The Stars Group by Flutter.
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