Stars Group Expands Sports Betting Business with CrownBet

The Stars Group, PokerStars’ parent company is expanding their sports betting business with the recent purchase of 62 percent of the CrownBet Holdings Pty Limited for about $117.7 million. As per the terms of the sale, CrownBet founder and CEO, Rowen Bruce Craigie, now owns 38 percent of the company and will continue to operate the business. Currently, CrownBet is one of the most popular online sports betting operators in Australia.

CrownBet’s revenues rose from AUS$76.5 million in 2015 to AUS$2014 million (which is approximately $158.9 million) in 2017. Furthermore, unaudited EBITDA for last year came in at approximately AUS$7.9 million which is equivalent to $6.15 million.

“We are excited to enter the regulated Australian sportsbook market with CrownBet. CrownBet has become one of the fastest growing online sportsbooks in Australia through its strong management team, proprietary technology, mobile app, unique partnerships and market-leading loyalty program,” said Stars Group CEO, Rafi Ashkenazi.

CrownBet still owns the Betfair branded betting exchange business which means that it has not yet exited this particular facet of the market. CrownBet’s primary business revolves around the Crown Casinos that are based in Sydney, Melbourne, and Perth. The revenues from their online effort are still relatively smaller than what the casinos rake in but this should improve with under the new part-ownership with the Stars Group.

More to Come from Stars

At the moment, the Stars Group has already moved to recruit new sports bettors from its significantly huge online poker face. The company has been making use of cross-selling in order to maximize the amounts it rakes in from each and every one of its constituent businesses.

For instance, it is currently running a “Big Race” promotion that combines action with a race-themed poker tournament which is scheduled for March 4, followed by a Cheltenham Gold Cup horse race promotion set for March 16^th.

Since CrownBet will be joining the Stars Group family of brands, a number of similar marketing efforts will be directed towards it so as to increase the range of services that the Australian market will receive from CrownBet.