Sky Bet Germany to migrate to BetStars platform in H2
The Stars Group plans to replicate the recent Sky Bet Italy migration to improve cross-sell
The Stars Group is planning to shut the existing Sky Bet Germany site in H2 and migrate customers across to the BetStars site which will then be rebranded to Sky Bet, the operator said yesterday.
The group recently carried out the same process in Italy in a bid to improve cross-sell into PokerStars casino and poker products.
And Stars CEO Rafi Ashkenazi said the migration was having “an immediate impact on the business,” adding: “We are going to likely do the same in Germany around H2. That would be another contribution for the business.”
Outlining the reasoning behind the migrations, Ashkeniazi explained: “We would like players who are playing on Sky Bet to be able to be cross-sold into PokerStars and to be able to play some of the games that we are developing on the international side.
“And the other way around, we are also hopeful that people that we have today on the international customer base would be able to place bets on sports when they’re using Sky Bet as the primary sports betting option.”
SkyBet.de was launched on an SBTech platform in November 2017.
The Italian and German versions of Sky Bet never achieved the same foothold as the UK version, although Stars is sticking with Sky brand thanks to its links with the media giant in both countries.
The BetStars sportsbook saw revenues climb 5%cc in Q4 to $23m, while Sky Bet saw revenues drop 20.5% year-on-year thanks to a fall in gross win margin from 14% to 10.1%.