It has only been a few months since the takeover of BetEasy by the James Packer owned Crown Resorts, but the team led by Matthew Tripp has declared it is in the best interests for the group to ditch the brand name BetEasy and replace it with the new CrownBet brand.
CrownBet Chief Executive Officer Matthew Tripp says the new CrownBet name will contribute to the association between the Crown Resorts and their new brand.
“The Synergies between Crownbet and the Crown Signature Club will provide unparalleled value to our respective customer base and new members,” Tripp explained.
The Crown Chairman James Packer said CrownBet will compete against the largely foreign-owned competitors and that CrownBet has become a respectable world-class Australian-owned business.
The decision comes after Crown Resorts reached an agreement to become the majority owner of a partnership with BetEasy in December.
At the time, Packer discussed the reasoning behind the venture.
“By leveraging the combined assets of Crown and BetEasy, we will be able to provide significant benefits and opportunities for our existing and future customers. We will continue to develop our technology to create a more enjoyable and cutting-edge wagering experience.”
The new organisation has the Crown owning 67% and 33% owned by the already existing owners BeatEasy.
The agreement also gave the Crown 100% ownership of Betfair after they received the remaining 50% from the Betfair Group PLC.
CrownBet has continued to grow as they have received 110,000 newly registered members since the start of the financial year and have also signed an exclusive five-year deal worth $50 million with the AFL.
The name change has allowed for CrownBet to begin a world-first loyalty program for its members. CrownBet members will now earn Crown Signature Points with every racing and sports bet they place on their CrownBet account.
These points can be redeemed at Crown facilities and they include Crown’s world-class restaurants, award winning hotels, retail percent and gaming offerings. In the near future, CrownBet will be allowing the points to be redeemable for bonus bets.
Check out our CrownBet review page for more details.
