Crownbet to Rebrand to BetEasy

Sun, Aug 5, 2018

After being blocked in Australian courts from rebranding to Sportingbet, Crownbet has announced it will rebrand to BetEasy—a name from its corporate past. The move to Sportingbet was blocked after rival site SportBet sued saying the name was too close to its own and would confuse customers. A court sided with SportBet. The brand BetEasy dates to 2014 and was in use before CrownBet purchased a controlling interest in the platform.

Crownbet will re-brand to BetEasy, the platform’s brand before Crown Resorts purchased a controlling interest in 2014.

Crownbet has recently acquired William Hill Australia and has seen about 80 percent of its total business acquired by the Stars Group.

The company had proposed rebranding to SportingPlay, but that was challenged by Paddy Power Betfair’s SportBet brand in court. The company charged the names were too similar and would confuse customers. An Australian court sided with SportBet and issued an injunction against the name change.

CrownBet was originally called BetEzy and later BetEasy before a partnership with Crown Group was formed after they purchased a majority holding.

The company said it had decided to go with the BetEasy brand rather than to continue to battle for the Sportingbet brand. Players can create an account with CrownBet which will automatically be rolled over to BetEasy when the new branding goes live.