The Australian division of the leading UK bookmaker William Hill has revealed that it has decided to bring a new life to its inactive brand Centrebet.
The Chief Executive Officer of William Hill Australia Tom Waterhouse described Centrebet as the only option for all customers who would like to get the best price for their bets. He also said that the brand’s website was the only place where professionals could get big wagers.
The Centrebet brand was acquired by William Hill Australia in 2013 as part of its acquisition of the regulated market business of Sportingbet. The takeover was estimated to £455 million. After the completion of the acquisition, the company’s division revealed its plans to focus on the consolidation of its operations on the territory of Australia. The process included the incorporation of Sportingbet, Centrebet and TomWaterhouse.com under the banner of William Hill’s Australian division.
Now, the UK-based bookmaker revealed that its Australian operations would put some efforts in reviving Centrebet through both its website and mobile application. According to the company, the website and the mobile application of the brand were recognised as the most appropriate hubs for the “serious” racing punters.
The customer migration within the William Hill Australian division took a lot of time and efforts to be finalised in 2016. However, the latest announcement makes market specialists believe that the numbers did not support the unification strategy of the brand. Such a unification had been planned in order for the company to avoid any confusion in the market. At the end of December 2016, former customers of Centrebet reported that they had been sent some e-mails and social media materials that hinted at the renewal of Centrebet.
In addition, in order to attract customers back to Centrebet after making them migrate to the William Hill Australia website, the brand has announced a special bonus program aimed at the punters. It applies to customers from all states of the country, not just the New South Wales and Victoria.
This was not the only direction in which William Hill Australia looks for further expansion. The company may have lost its courtside presence at the Australian Open, but it is still making efforts to use its remaining privileges at the Australian Open in the best way possible. The division has just rolled out a new TV commercial promoting the qualities and speed of its betting interface.
- Author
Daniel Williams
