CrownBet lives again as Betfair Australia steps into dedicated fixed-odds play

CrownBet is set to be revived as a wagering brand eight years after it went into recess, with Betfair’s Australian operation pursuing a dedicated fixed-odds play.

Betfair Australia, which is 100 per cent owned by Crown Resorts and licenses its exchange product from the Flutter-owned parent Betfair company, confirmed on Thursday that it had partnered with tech group BetMakers to bring back the CrownBet brand in early 2026.

It was a strong presence in Australia last decade, but disappeared in August 2018 amid a rush of mergers and acquisitions.

Betfair Australia chief executive Amy Zavros said it was important that the company develop a dedicated fixed-odds solution to meet a transforming domestic market.

“Betfair is evolving to meet the changing needs of Australian customers by introducing a new fixed-odds product under the CrownBet brand and required a technology partner capable of delivering a top-tier product from day one,” Zavros said in a statement.

“Following a rigorous RFI and evaluation process, BetMakers was the clear choice. Their technology, trading and services capability provides the foundation we need to bring CrownBet to market at the intended scale and complement our Betfair betting exchange, giving customers greater choice, value and innovation.

“The launch of CrownBet is targeted for early 2026.”

The move was described as a strategic diversification which would supplement the Betfair betting exchange.

While the exchange is seen as an important tool for liquidity, rising costs and taxation structures have made it difficult for Betfair to make the mark it wants in Australia.

“CrownBet is a familiar brand in the online wagering market. This move aligns with Crown’s broader growth strategy – focusing on entertainment offerings and new revenue streams,” Crown Resorts chief executive, David Tsai, said in a statement.

The agreement with BetMakers sees it become a five-year technology and services provider for the new CrownBet brand, utilising its Apollo wagering platform, including trading and risk services.

BetMakers describes the partnership as the most significant commercially for the listed company’s technology platform.

“This partnership is a major endorsement of our end-to-end B2B strategy and a milestone for the Apollo platform. To be selected by Betfair to power the return of CrownBet demonstrates the scalability, performance and commercial flexibility of our technology stack,” BetMakers chief operating officer Martin Tripp said.

“By combining our Apollo platform with deep industry expertise and talent within Betfair, we are confident we can deliver a market-leading wagering experience and help to position CrownBet as a formidable player in the Australian market.”

CrownBet was launched in March 2015 after Crown bought the BetEasy/BetEzy brand in 2014.

However, Crown exited the business in early 2018, selling it off to The Stars Group. In August 2018, it was rebranded back to BetEasy under the guidance of chief executive Matt Tripp.

In 2020, the BetEasy brand disappeared, having merged into Sportsbet after the global acquisition of The Stars Group by Flutter.

CrownBet was immediately welcomed into industry group, Responsible Wagering Australia.

“Having CrownBet join our membership strengthens our collective capacity to advocate for a well regulated, responsible and sustainable industry,” RWA CEO Kai Cantwell said. 

“By working together, we can better promote safer gambling initiatives and uphold industry leading standards of integrity and transparency.”