BlueBet to Rebrand to Betr as Part of Merged Operations

The new Australian betting giant emerging from the combined logistics and assets of Betr and BlueBet will adopt the former’s brand name and image moving forward, the company confirmed following extensive market testing.

Betr’s Brand Identity to Trump BlueBet in Merged Entity

It was BlueBet who originally acquired Betr, and received approval from Betr shareholders to proceed with the transaction, which was sealed with an asset purchase this April. BlueBet issued 265.4m fully paid ordinary shares to complete the deal.

According to BlueBet, the Betr brand is well-established in the Australian market, giving the combined operations an immediate boost and recognition among sports fans. This alone has compelled the acquiring company to rechristen its brand so that it benefits from better visibility and exposure locally.

This move is also crucial to ensure that fans are not turned off by the change in naming and to guarantee better engagement across the board. Betr has indeed been the more successful of the two brands at least based on certain core metrics.

When the deal was first tabled, Betr had a total player base of 341,000 open accounts, of whom 112,000 were said to be active. BlueBet in contrast had around 67,000 account holders that were active during the April negotiations.

These numbers could have gone either up or down ever since, but the company is confident that Betr gives it the best chance of reaching a bigger swathe of Australian sports bettors.

However, the companies will merge their logistics, with the Betr customer database being absorbed by BlueBet’s platform, but retaining the Betr name and design features. Merging the logistics and brand into a single coherent brand would give the deal the best chance of bringing around success.

Single Brand Strategy to Lead to Biggest Results

The original Betr staff is in a strong position as well. For example, the company’s CEO will also retain his executive imprimatur as part of the merged business, and lead operations. Andrew Menz will be replacing BlueBet CEO Bill Richmond, who now steps into the position of COO.

Commenting on the merger, BlueBet’s Menz said that adopting the Betr brand identity is the best way to move forward for the businesses’ combined operations.

“Our market-leading technology will provide us with the platform to deliver a world-class wagering experience, driving greater engagement and monetization of our customer base,” he noted. Menz is further confident that the single-brand strategy will lead to significant synergies across the two businesses, and not least of all reduce costs by an estimated AU$14 million.