Betr will define the identity of the merged company, having established itself as the more recognised name in the Australian betting market.

The newly-formed Australian betting giant, emerging from the merger of Betr and BlueBet’s logistics and assets, will adopt the Betr brand name and image moving forward, the company confirmed after extensive market testing.

Betr’s Brand Identity to Prevail in Merged Entity

Although BlueBet originally acquired Betr and received shareholder approval to proceed with the transaction, finalised with an asset purchase in April, the decision has been made to rebrand under the Betr name. BlueBet issued 265.4 million fully paid ordinary shares to complete the deal.

According to BlueBet, the Betr brand is well-established in the Australian market, providing the combined operations with an immediate boost and recognition among sports fans. This established presence has led the acquiring company to rebrand itself under the Betr name, benefiting from enhanced visibility and exposure locally.

This rebranding is also crucial to ensure that fans remain engaged and not alienated by the change in naming, guaranteeing better overall engagement. Betr has indeed been the more successful of the two brands, based on key metrics.

At the time the deal was first proposed, Betr had a total player base of 341,000 open accounts, with 112,000 of those being active. In contrast, BlueBet had around 67,000 active account holders during the April negotiations.

While these figures may have fluctuated since, the company is confident that the Betr brand offers the best opportunity to reach a broader segment of Australian sports bettors.

However, the companies will merge their logistics, with the Betr customer database being absorbed by BlueBet’s platform, while retaining the Betr name and design elements. Unifying the logistics and brand into a single, cohesive entity is expected to give the merger the best chance of success.

Single Brand Strategy Set to Yield Maximum Results

The original Betr staff are also in a strong position post-merger. For instance, the company’s CEO will maintain his executive role within the merged business, leading operations. Andrew Menz will replace BlueBet CEO Bill Richmond, who will now take on the role of COO.

Commenting on the merger, Menz stated that adopting the Betr brand identity is the most effective way forward for the combined operations.

“Our market-leading technology will provide us with the platform to deliver a world-class wagering experience, driving greater engagement and monetisation of our customer base,” he noted. Menz is also confident that the single-brand strategy will generate significant synergies across the two businesses, and will help reduce costs by an estimated AU$14 million.