Australia’s wagering landscape is about to get a blast from the past — but with a 2026 twist. CrownBet, once one of the country’s most recognisable online betting brands, is officially returning under the stewardship of Betfair Pty Limited with a dedicated fixed-odds sportsbook built for the current era.
A Storied Past: From Rapid Growth to Merger and Disbandment
CrownBet isn’t a new name for many Aussie punters. The brand’s origins stretch back to the early 2010s, when it emerged through the consolidation of local bookmakers and quickly became a major player in sports and racing betting. In December 2014, Crown Resorts acquired a majority interest in what was then BetEasy — rebranding it as CrownBet and giving the land-based entertainment giant a meaningful foothold in online wagering.
Over the next few years CrownBet expanded its profile through exclusive partnerships and aggressive market positioning, including integration with racing media and sponsorships across codes. At one point it even became the exclusive wagering partner of the AFL, a sign of just how big it had become. CrownBet was innovative as they were the first to launch live AFL vision within their app, while also partnering with FoxSports for the launch of Draftstars.
But consolidation in the Australian betting market ultimately swallowed the brand. After acquiring the Australian arm of William Hill in 2018, CrownBet was merged into what became BetEasy, and by 2020 BetEasy itself was absorbed into Sportsbet following the merger of its owners with Flutter Entertainment. For many punters, CrownBet disappeared from memory as Sportsbet, TAB and others consolidated their dominance.
The Relaunch: A Classic Brand Returns for a New Era
Now, CrownBet is set for a very different comeback. Rather than being a standalone corporate bookmaker folded into a bigger brand, this iteration will be a fixed-odds sportsbook offering a broad suite of racing and sports markets — operating alongside Betfair’s existing exchange product.
The official announcement highlights both strategic diversification and customer choice. As Betfair CEO Amy Zavros put it: “We’re thrilled to bring CrownBet back to Australian punters at the most electrifying moment in the sporting calendar. With sophisticated tech, deep market coverage and the backing of one of the country’s most trusted entertainment brands, we’re setting a new benchmark for what a wagering experience should feel like.”
That quote underlines the ambition here... not just to revive a legacy name, but to deliver a modern take on fixed-odds wagering that can genuinely compete with the established heavyweights.
Speaking to the heritage of the brand and its fit within the Crown Resorts ecosystem, Crown Resorts CEO David Tsai added:“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.”
What’s Different This Time?
The new CrownBet is anchored on a bespoke technology-led platform. Betfair Australia has appointed BetMakers Technology Group as the exclusive technology partner, delivering an end-to-end wagering stack designed for scalability and competitive performance.
This time around, CrownBet won’t compete directly with Betfair’s exchange — it complements it. That gives customers the choice of traditional fixed odds or peer-to-peer exchange wagering within the broader ecosystem.
Why It Matters to Punters
The relaunch of CrownBet isn’t just nostalgia. For punters it signals:
* More competition in fixed odds markets, potentially leading to sharper prices and better promotions;
* A familiar, trusted brand that many punters once knew well; and
* Choice between exchange and traditional betting under a single wagering umbrella.
Whether CrownBet can break through against entrenched market leaders will depend heavily on product execution, odds competitiveness, and user experience — but the strategic intent is clear - bring a beloved brand back better and stronger. Find out more in our CrownBet review.
