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CrownBet and William Hill Australia merge, rebranding as BetEasy

Wed, Aug 1, 12:54pm by Staff Writer

In the coming weeks CrownBet and William Hill Australia will merge and rebrand under a new name, BetEasy.

Customers with an existing CrownBet account will be migrated across to the new BetEasy platform and are able to login with their current username and password.

Account information, bonus bets, rewards points and a three month bet history will also be moved to BetEasy, according to an e-mail sent to users on the 31st of July, 2018.

Following this, William Hill customers will also have their accounts moved to BetEasy. Customers who hold accounts with both agencies will have them merged.

The rebranding comes after the acquisition of William Hill Australia by CrownBet in March, in a $300 million deal.

Canadian gambling heavyweight, The Stars Group acquired a 62 per cent share in CrownBet in December 2017 for $150 million from Crown Resorts, with their share recently increased to 80 per cent.

The Stars Group is prominent in online poker machines and boasts over 115 million customers worldwide.

When CrownBet’s takeover of William Hill was announced, it was expected to double CrownBet’s market share and cement its position as Australia’s third largest online sports-betting agency behind Tabcorp and Sportsbet.

With CrownBet’s biggest market in Victoria and William Hill boasting more Queensland and New South Wales customers, the move is a logical one for CrownBet.

William Hill Australia was formerly headed by well-known racing identity Tom Waterhouse, son of Gai Waterhouse.

Following stricter Australian government regulations which included increased taxes and a ban on extending lines of credit to customers, William Hill’s parent company in the United Kingdom decided to sell.

The return of the BetEasy brand comes after it originally launched in September 2014 and was replaced by CrownBet in March 2015.

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