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CrownBet kicks off new advertisement campaign

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CrownBet kicks off new advertisement campaign
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CrownBet, the Australia-based gambling provider, has launched new advertisement campaign to publicise it’s rebranding as BetEasy. The campaign is created by Melbourne-based advertising agency, The Monkeys.

The rebranding exercise is part of the deal of the merger process between CrownBet and William Hill’s Australian business. Under the terms of the deal, CrownBet has to stop using the William Hill brand name by October later this year.

William Hill announced in January that a sale of its continuously underperforming Australian business was under discussion. News about the betting service’s eventual sale to CrownBet broke at the end of February following an extremely competitive bidding process. At about the same time, Canadian gambling giant The Stars Group bought a majority stake in CrownBet from Australian casino operator Crown Resorts.

Reports emerged in May that CrownBet would undertake a rebrand to mark the beginning of a new era in the company’s history. The company originally considered to change its name to Sportingbet, the name of an Australian betting service once owned by the family of the company’s founder, gambling industry veteran Matt Tripp.

However, the Australian business of Irish gambling giant Paddy Power Betfair challenged CrownBet’s choice of name in Federal Court, arguing that it sounded too familiar to its own Sportsbet operation and that this might confuse customers that the two brands are the same or related in one way or another. The Federal Court sided with Paddy Power Betfair and issued an order to block CrownBet’s rebrand temporarily.

The company announced recently that it would instead rebrand as BetEasy, the name by which it first began operating.

As mentioned above, CrownBet’s rebrand advertising campaign is led by Melbourne-based ad agency The Monkeys. The new ad features two ambassadors for the BetEasy brand – Australian cricketer Ricky Ponting and actress Nicki Whelan. The two appear in a 30-second spot to announce the arrival of “bigger, better betting experience.”

CrownBet has said that it aims to set a “new tone and standard” in the Australian betting market. The merger of the company with William Hill’s Australian business is creating the nation’s third largest betting service, Tabcorp and Paddy Power Betfair’s Sportsbet being the largest ones.

Although CrownBet has already secured a significant share of the Australian betting market, establishing its new brand might not be an easy task as space has become extremely competitive over the past several years. In addition, multiple regulatory hurdles are expected to pose significant challenges before operators and their further growth in the market. The introduction of the so-called point-of-consumption tax in almost all Australian states and territories with rates varying from 8 to 15 per cent on local gross gambling revenue is set to be one such major hurdle.

 

Source: casinonewsdaily.com

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Australia

Crown Reinstated at Sydney Casino

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The NSW Independent Casino Commission has found Crown Sydney suitable to retain its casino licence after nearly three years of intensive remediation.

Chief Commissioner, Philip Crawford, said Crown has come a long way and must now demonstrate its long-term commitment to maintaining suitability.

“The NICC is confident the Crown we deemed suitable today has a strong model to keep operating into the future,” Mr Crawford said.

The NICC’s suitability assessment established that Crown Sydney has fundamentally reformed its business and is operating the casino within the objects of the Act, the requirements of the suitability deed, and in compliance with its regulatory obligations.

In addition to proving it can run the casino lawfully, Crown has remediated its business in other meaningful ways such as building a culture of transparency and accountability across its integrated resort.

“Hard work and transformation aside, the NICC has not forgotten the level of misconduct exposed in 2021 when Crown was found unsuitable,” said Mr Crawford.

“Crown Sydney has ongoing work to reach steady state and it must continue to lift standards and maintain its cultural transformation.

“There is and will always be room for improvement, but Crown is a changed business that is looking toward the future.

“Likewise, the NICC is a changed regulator with enhanced powers, a singular focus on casinos, and a mandate to address the risks of harm.

“This decision is a positive outcome for Crown Sydney, its staff, and the community – who can be sure the NICC will use all of its powers to keep the casino in check.”

In addition to the implementation of hundreds of new internal controls, the Bergin-based reforms have been reflected in a new licence and new regulatory agreement between Crown Sydney, the NSW Government and the NICC.

These agreements include updated settings, such as the removal of fetters to the NICC’s powers, as well as previous compensation trigger clauses that are no longer part of the casino legislation.

Mr Crawford said: “Crown cannot disregard the responsibility and privilege that comes with holding a casino licence. Crown Sydney’s ability to provide a destination hospitality and entertainment venue underpinned by the restricted gaming facility is contingent on its steadfast commitment to continuing suitability, accountability and compliance.”

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Australia

Tabcorp Partners with OpenBet’s Sportsbook Technology to Propel Growth and Enhance User Experience

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OpenBet’s robust betting engine and sophisticated trading system to enhance Australian operator’s user experience and operational efficiencies

OpenBet, a leading content, platform and service provider to the sports betting industry, has been selected to supply its scalable betting engine and advanced trading system to Australian wagering giant Tabcorp as the tier-one operator pursues ambitious growth plans.

OpenBet will integrate a series of online and retail products including its fixed-odds betting platform and trading system for its world-class content portfolio to help amplify the offering for Tabcorp’s flagship brand, TAB.

Underpinned by a dedicated excellence team working with TAB for continuous development and innovation, OpenBet’s pioneering technology and services will provide improved agility, scalability and speed-to-market for new and differentiated products that will redefine the TAB user experience. Tabcorp will also benefit from enhanced operational efficiency and streamlined processes through OpenBet’s proven solutions.

As Australia’s largest gaming and betting operator, Tabcorp has a rich history of providing market-leading products to its customers. With more than 3,000 employees, the company continues to grow and aims to further increase its market share over the coming years.

OpenBet’s expertise in operating within some of the world’s strictest regulated markets was a major factor in Tabcorp’s decision in selecting the company as its latest technology provider. Integrating OpenBet’s globally respected platform and products within Tabcorp’s technology ecosystem comprising of proprietary capabilities across trading, digital experience and data is a perfect fit for market leading innovation, enhanced operational capability and delivering an unparalleled user experience to Tabcorp’s customers.

This deal strengthens OpenBet’s reputation as a trusted provider to the global sports betting industry. It currently processes almost half of all digital sports bets placed in the Australian market and with this deal will significantly increase that and, for the first time, bring our retail sports betting capability to Australia. Coupled with Tabcorp’s clear progress on accelerating its transformation and innovation with a focus on agility, product delivery and customer experience, this has the ingredients for a great partnership.

“Being selected by Tabcorp to augment its user experience is an exciting move for us and further cements our position as a trusted provider of robust, hybrid products that drive growth,” the Chief Commercial Officer for OpenBet, Cathryn Lai, said. “We’re looking forward to working alongside the TAB team and providing it with tailored products and services that will usher in a new era for its sportsbook offering. We have no doubt that the operator’s customer base will benefit from an enhanced experience through our unbeatable technology and trading services.”

“We’re thrilled to be strategically partnering with OpenBet to enable our growth ambitions and beyond,” the Trading General Manager for Tabcorp, David Beirne, said. “The combined strengths of Tabcorp’s category expertise and internal capabilities and OpenBet’s advanced core creates a market leading relationship that will lead to increased customer engagement, market share and sustainable profitability.

“This partnership will propel Tabcorp’s trading capabilities to the top of the market as it will allow Tabcorp to utilise OpenBet’s cutting-edge technology to deliver a first-class digital and retail experience for our customers at pace in exciting and innovative ways.

“This partnership is a significant step forward in modernising and supporting our ambitious plans to deliver the next generation sports betting user journey.”

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Australia

Venues Warned to Play by the Rules on ANZAC Day

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Liquor & Gaming NSW is urging licensed venues across the state to plan ahead and have proper measures in place to ensure safe and responsible ANZAC Day commemorations.

Pubs and clubs can face additional challenges on April 25 that come with managing larger than normal crowds and the playing of two-up.

Two-up was a popular game among World War I veterans and, while illegal as an unregulated form of gambling most of the year, is legally played every ANZAC Day, Remembrance Day and Victory in the Pacific Day in their memory.

Liquor & Gaming NSW Executive Director Regulatory Operations, Jane Lin, said inspectors would carry out checks of licensed premises in Sydney and regional areas on ANZAC Day to ensure compliance with the state’s liquor and gaming laws.

“Two-up is a great Australian tradition and a way for people to come together at pubs and clubs to enjoy the ANZAC spirit,” Lin said. “While venues do not need a permit to host two-up, they are encouraged to fully understand and observe the traditional rules of the coin-tossing game.

“Licensed venues are reminded to properly manage potential risks linked to larger crowds, increased rates of intoxication, gambling disputes, extended high volume trading and special ANZAC Day liquor promotions.”

Venues’ advertising and promotions must align with liquor promotion guidelines.

More information about ANZAC Day in New South Wales is available at https:/ /www.NSM.gov. au/about-nsw/anzac-day-nsw. Two-up rules can be found at https:/ /www.LiquorAndGaming.nsw. gov. au/__data/assets/pdf_file/0007/858562/fs3098-two-up-factsheet. pdf.

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