A launch with minimal fanfare comes with ambitious spring plans for UK independent operator Star Sports, after its move into the Australian corporate bookmaking arena.
Opening for business this month, Star Sports is already working on extending its reach beyond an online capacity in time for Victoria’s marquee race meetings.
The bookmaker, which has been part of the UK scene under founder Ben Keith since 1999, wants to have an on-course presence during the peak of the spring carnival.
Star Sports Australia’s arm is licensed in Victoria and general manager Shane Ciurleo says the bookmaking firm is in discussions about establishing an on-course stand, especially at Flemington during Melbourne Cup Carnival’s four days of racing.
Keith fielded during last year’s carnival, whetting an appetite to expand a business that has grown significantly in the UK on the back of an online and retail approach.
“We're speaking with people now about having a stand for the major meetings and particularly Cup week,” Ciurleo told The Straight.
“We haven't locked anything in there yet, but there's more and more bookmakers pulling away from on-course so we think there are more and more opportunities to get on-course.
“Certainly, we are hoping to be there on the big days in the spring.”
Star Sports has been launched here with the same mantra that has been behind its rise to prominence in the UK.
“We at Star Sports believe in bookmaking and are very excited to begin operating in Australia,” he said.
“It was a lifelong ambition to trade at the prestigious Melbourne Cup and with great thanks to the Waterhouse family, it became a reality last year,” Keith said.
“I am thrilled to be launching our Star Sports brand in Australia. With Shane at the helm, I have the utmost confidence in the team Down Under.”
Star Sports’ Australia launch comes amid uncertain times for the bookmaking industry.
Warwick Barr
Revenue has been decreasing since a betting spree peaked during the pandemic and a number of smaller operators have fallen by the wayside in the past 12 months.
Increased taxes have also affected the bottom line of bookmakers while federal government gambling reforms to curtail the saturation of advertising are a major concern.
But Ciurleo insists it is not all gloom and doom for an Australian industry that is dominated by Sportsbet, Tabcorp and Ladbrokes.
He said Star Sports’ wagering platform allowed the company to run a much simpler operation than most of its competitors.
“We're a pretty lean organisation. We have a wonderful tech platform backing us at Punters Tech,” he said.
“It enables us to be a reasonably lean operating model. We believe that'll give us the opportunity to go on-course and do those things a little bit differently.
“We're just trying to find some gaps in the market where we can have a presence. And right now we believe on-course, is one of those.
“We're a pretty lean organisation. We have a wonderful tech platform backing us at Punters Tech." - Shane Ciurleo
“But all things considered, despite having a flat to small decline in overall wagering dollar, it is still a very strong position that we (Australian bookmaking) are in.”
Star Sports says customers will be able to access AI-generated formguides and race analysis on its Australian website.
