William Hill Australia to be Named BetEasy

Crownbet finally won the bidding war for the purchase of William Hill Australia early this year in March. After the acquisition, Crownbet reported to the media that one of the first things on their list was to change the brand’s name to Sportingbet. However, this didn’t go well as they were challenged in court by Paddy Power’s Australian sports betting operation – Sportsbet – who eventually won the case.


Since the dust has now settled, CrownBet has finally come up with a name that will not affect any existing sports betting operations in any way. Therefore, William Hill Australia will be renamed BetEasy.

Details on William Hill Australia’s Rebrand

The CEO of CrownBet, Matt Tripp was not happy with the decision made by the court over their initial proposed brand name as he mentioned that he liked the name ‘Sportingbet’. However, looking at the bright side, Matt Tripp says ‘BetEasy’ might actually work better for them more than he thinks as the name might appeal to both William Hill Australia’s players and players from CrownBet.
The union of William Hill Australia and CrownBet is assumed to result in BetEasy being the third largest online sports betting operation in Australia, with the largest being Tabcorp, followed by Sportsbet. Nonetheless, the new BetEasy sports betting brand will be introduced at a time where the Australian gambling market is getting a lot of negative attention. AU online gambling operators have been faced with a hard time due to tight restrictions with regards to advertisements along with an increase in taxation.

William Hill Australia to be Named BetEasy

Matt Tripp has been supporting all the steps that have been taken by the Australian legislators to protect Aussie players. However, he mentions that as sports betting operators, they have been faced many challenges of late. A couple of states in Australia have introduced new bills and additional taxes, including an increase in the Point of Consumption Tax. The Australian government contended with the gambling industry that if they can make more money through sports betting, surely the government should benefit more as well.


The CEO of Crown Resorts believes that BetEasy will not be significantly affected by the new tax charges as it is already a big operation due to the acquisition of William Hill Australia. For the latest online casino news in Australia, be sure to keep it locked here at Pokies.com!