EasyBet.net is accessible in the UK but it is not clear where exactly the brand will be active. It is licenced by both the Great Britain Gambling Commission and Alderney Gambling Control Commission.
The launch comes after easyGroup historically pursued several brand infringement cases around the ‘easy’ brand. This includes taking action over websites easyBet.com and South Africa-facing easyBet.co.za.
By launching its official brand, easyGroup said this will assure customers it is a legitimate member of the ‘easy’ family.
This venture marks the first time an ‘easy’ brand has entered the sports betting industry. However, easyGroup said it is not the first major UK consumer brand to adopt its own betting brand, offering Virgin and Sky as examples. Matchbook will operate the brand, paying a licence fee to easyGroup.
Betting launch a ‘natural’ move for easyGroup
Commenting on the launch, easyGroup founder Sir Stelios Haji-Ioannou said it is a “natural” move the conglomerate.
“We are delighted to welcome easyBet.net to the ‘easy’ family of brands,” Haji-Ioannou said. “It is a natural new market to complement our other large consumer brands in the UK and Ireland.
“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. We believe this model offers fairer odds to the consumer.”
Matchbook CEO Malcolm Graham also talked up the new venture: “The ‘easy’ brand is renowned for consistently supplying quality and value to its customers. EasyBet.net offers its customers industry leading odds across a wide range of sports and geographic markets, offering a top-tier user experience.
“We’re also thrilled we will be supporting Stelios’ philanthropic activities via the licence fees being paid to easyGroup.”
Matchbook commits to ‘best in class’ compliance and regulation
Announcing the launch, easyGroup also made reference to Matchbook’s commitment to the new brand.
The official announcement said Matchbook has formed an “industry leading management team” to oversee its activities. It also said the company has implemented ‘best in class’ compliance and regulation systems.
Matchbook found itself in hot water with the Gambling Commission back in 2020. This was in relation to its Triplebet brand, which is also named on the new easyBet website among the licensed platforms.
The Commission temporarily suspended Triplebet’s licence in February 2020 after a two-year review of the operation. The regulator revealed this was due to serious failings across anti-money laundering, due diligence checks on syndicates and social responsibility protections. The business was also ordered to pay a fine of £740,000.
After the review, Triplebet engaged performance improvement consultancy Alvarez and Marsal to improve its systems, leading to enhancements across the business.
On the back of this, Matchbook had its licence reinstated in August 2020.
Source: iGB
