Australian sportsbook BetEasy will be absorbed by Sportsbet.au, as part of Flutter Entertainment’s merger with The Stars Group (TSG).
Rather than having two Australian entities, BetEasy will stop operations under its own name and instead join with Sportsbet.
The news was revealed by The Australian, a broadsheet paper based in the country.
Moving away from initial plans
Originally, it was intended that the two parent companies would run a dual brand strategy. However, that is no longer the case. Stakeholders will vote on the matter in the coming days.
A Sportsbet spokesperson said the following.
“We are now intending to pursue a single brand strategy principally because of the ongoing volatility to sporting competitions around the world and the wider economy stemming from Covid-19.
“We would also be able to execute a single brand customer migration in a shorter time frame, allowing us to focus our attention on providing the best possible experience for our customers.”
Should stakeholders opt for a single strategy, it will put Sportsbet in a better position against Tabcorp – its main rival in the Australian market.
Forming an iGaming giant
Flutter’s merger with TSG was approved by authorities in the UK towards the end of March 2020.
Once everything is a done deal, the new merged operator will be the biggest in the online gambling industry.
It’s expected that things will be concluded soon, though it remains to be seen if the current global situation affects this.
Flutter Entertainment joined the London Stock Exchange in May 2019.