CrownBet to rebrand as BetEasy

Australian wagering operator CrownBet is expected to announce its name change to BetEasy this week after its split from Crown Resorts in February.

The company was initially going to change its name to “Sportingbet” but was hit with a Federal Court injunction from rival wagering operator Sportsbet in June, claiming the name infringed on its trademark and would mislead customers.

BetEasy will combine the customer base of both William Hill Australia and CrownBet after the latter acquired the former in March.

“CrownBet is a reasonable-sized business in its own right, and we are going to be doubling it with the flick of a switch in mid-August,” said Matt Tripp, CrownBet chief executive in an interview with Fairfax Media.

Commenting on the injunction from Sportsbet, Tripp said he felt “a little bit of personal disappointment because I had my heart set on Sportingbet.”

“But at the same time, with all the research we have done and all the data that’s come back to us when trying to establish which brand we should run, I’m really confident [BetEasy] will resonate with our customers.”