The brand that once carved out a significant slice of the Australian wagering market before morphing into BetEasy – and eventually being absorbed by Sportsbet – has been revived and officially relaunches today, just as the autumn racing carnivals begin to build and the AFL and NRL seasons loom.
This is not a nostalgia play. It is a strategic expansion by Betfair.
Betfair Pty Ltd flagged last year that it intended to move beyond its exchange-only model by launching a fixed-odds product under the CrownBet name. That strategy is now live. The result is a dual-market presence: Betfair’s long-established betting exchange operating alongside a standalone fixed-odds bookmaker branded as CrownBet.
Betfair Pty Ltd CEO Amy Zavros said the timing was deliberate.
“We’re thrilled to bring CrownBet back to Australian punters at the most electrifying moment in the sporting calendar,” she said. “With sophisticated tech, deep market coverage and the backing of one of the country’s most trusted entertainment brands, we’re setting a new benchmark for what a wagering experience should feel like.”
The relaunched CrownBet app is now live, giving punters their first look at the new fixed-odds product alongside Betfair’s established exchange.
CrownBet will run on technology supplied by BetMakers Technology Group, which has built the end-to-end wagering platform. The product promises a full suite of racing and sports markets delivered via a new app, while Betfair’s exchange continues to operate separately.
From a structural standpoint, this is about broadening Betfair’s footprint. For years, Betfair has occupied a unique position in the Australian market as an exchange operator. By reintroducing CrownBet as a fixed-odds brand, it now competes across both models, offering punters the choice between exchange pricing and traditional bookmaker markets under the one corporate umbrella.
Crown Resorts CEO David Tsai described the move as part of a broader growth strategy focused on expanding digital and entertainment offerings.
“CrownBet is a familiar brand in the online wagering market. This exciting move aligns with Crown’s broader growth strategy – focusing on entertainment offerings and new revenue streams,” said David.
The return of CrownBet comes into a more consolidated and mature market than the one it left. But this relaunch is less about reclaiming old ground and more about redefining Betfair’s role within Australian wagering.
Whether CrownBet can rebuild meaningful scale remains to be seen. What is clear, however, is that Betfair has made its next move – and it has chosen one of the busiest periods on the sporting calendar to make it.
For those wanting to see how the relaunched product shapes up, the CrownBet app is available here.
