The jungle drums had been beating since last December when it was announced Crown Resorts had bought a 67 per cent share in the online bookmaker.
The Australian Financial Review then revealed the joint venture had registered the business name Crownbet, a clear indicator the rebranding had been on the cards for months.
As expected, Crownbet will have access to the Crown Signature Club list, which means they can approach many high rollers for their punting dollar. Signature Club members will receive points every time they place a bet at Crownbet, which can be redeemed at many of the restaurants, hotel, retail shops and gaming offers at the casino.
“The new CrownBet name and branding further solidifies our ties to the iconic Crown Resorts brand,” Tripp said.
“The synergies between CrownBet and the Crown Signature Club will provide unparalleled value to our respective customer bases and new members.
“All at CrownBet share the goal of delivering Australians the best wagering experience available, and with today’s announcements, and many more to come, we believe we’re well on the way to achieving this.”
Crown resorts boss James Packer was also bullish on the new venture’s prospects, saying the clout of Crown and its branding would allow them to compete with global raiders like William Hill and Paddy Power, who both do strong business in Australia.
“CrownBet has been built to operate as a world-class Australian-owned business that will compete strongly with the largely foreign-owned competitors in our wagering industry,” Packer said.
“By leveraging the combined assets of Crown and CrownBet, we will be able to provide significant benefits and opportunities for our existing and future customers.”
BetEasy was formed on March 1, 2014, when Tripp’s non-compete clause with Sportsbet finished.
He revealed the purchase of www.BetEzy.com.au at this time, but did not officially rebrand the company BetEasy until September when the new website and apps were launched.
What does the rebrand mean for existing BetEasy customers?
Existing BetEasy customers have all been switched over to Crownbet, as of March 17, 2015. The new website at www.Crownbet.com.au is exactly the same as the BetEasy website, except for the branding and colour scheme.
While there has been no official announcement, existing BetEasy customers are expected to be offered some outstanding incentives to stay active at the new bookmaker.
Crownbet has an outstanding customer service department which can be reached 24/7, if you have any queries about the rebrand of the new product.
Deposit $25, get $100 in total ($75 bonus)
New sign-ups at Crownbet who deposit at least $25 are getting an extra $75 to bet with. This means punters will have $100 in total to use as they please at the new venture.
Both Packer and Tripp have also hinted there are plenty more surprises in store for Australian customers. You can claim your sign-up bonus here.