Online bookmaker CrownBet has finally settled on a name for its planned merger with William Hill, resurrecting the BetEasy brand.
CrownBet owner Matt Tripp had been under pressure to come up with a new brand name before the August 26 deadline, after his plan to use the ‘Sportingbet’ moniker was blocked by rival wagering company Sportsbet on the grounds that it was too similar.
Speaking to Fairfax, Tripp said he was a little disappointed he couldn’t go with the Sportingbet name.
“But at the same time, with all the research we have done and all the data that’s come back to us when trying to establish which brand we should run, I’m really confident [BetEasy] will resonate with our customers,” he said.
Tripp bought the Betezy business in 2014 and relaunched it as BetEasy, only to rebrand it has CrownBet a year later after James Packer’s Crown Resorts invested in the company.
However, a majority of the business was sold by Crown Resorts to The Stars Group in February, prompting yet another rebrand.