EasyGroup is a conglomerate that counts budget airline EasyJet as one of its businesses. It has announced the launch of EasyBet, a new online sports betting brand.
The EasyBet.net website is now live and taking bets on a range of sports, developed in collaboration with betting exchange Matchbook. Customers have access to different markets and bet types across a betting exchange model.
In the United Kingdom, EasyBet.net is accessible. Nonetheless, it is not clear where exactly the brand will be active. It is licensed by both the Great Britain Gambling Commission and Alderney Gambling Control Commission.
After EasyGroup historically pursued numerous brand infringement cases around the Easy brand, the launch comes. This includes taking action over websites EasyBet.com and South Africa-facing EasyBet.co.za.
EasyGroup said this will assure customers it is a legitimate member of the Easy family through launching of its official brand.
This journey marks the first time an Easy brand has entered the sports betting industry. Nevertheless, EasyGroup said it is not the first major UK consumer brand to adopt its own betting brand. It offers Virgin and Sky as examples. Paying a license fee to EasyGroup, Matchbook will operate the brand.
EasyGroup founder Sir Stelios Haji-Ioannou said it is a natural move for the conglomerate, commenting on the launch.
Haji-Ioannou said they are delighted to welcome EasyBet.net to the Easy family of brands. It is a natural new market to complement their other large consumer brands in the UK and Ireland.
He added that EasyBet offers peer-to-peer betting with the aim of giving customers fairer odds than traditional bookmakers. It allows you to bet on sports events. You can back what you think will win or lay what you think will lose. They believe this model offers fairer odds to the consumer.
