Tabcorp-powered Sun Bets goes live
Brand given long-awaited launch today and plots major marketing push ahead of new football season
Sun Bets is open for business after the Tabcorp-led brand flicked the switch on its new gaming site this morning, eGaming Review has learned.
The soft launch in the UK and Ireland comes just days ahead of the new football season, with Sun Bets due to kick-off a major marketing push in the coming days in an attempt to hit the ground running and take on the industry’s heavy hitters.
Sun Bets, which sees Australian bookmaker Tabcorp and media giant News UK join forces, will be led by former William Hill director Jamie Hart, who is set to join the firm as executive director on 22 August.
Other management include betting and gaming director David Robinson, marketing director Kate Bird, product and partnership director Tom Ustunel, head of planning and PR Tim Reynolds and Tapcorp COO Craig Nugent.
The product will be backed by News UK newspaper The Sun, which according to Sun Bets has the “best in-class journalists to fuel your bets”, while former footballer Ian Wright and horseracing journalist will provide “blogs, tips and banter”.
Sun Casino, headed-up former Unibet head of gaming Adam Ruffett, also went live this morning with a Playtech RNG and live casino products.
The launch of Sun Bets has been a long time coming, with News UK having initially appointed BetVictor to manage the sportsbook, only for the deal to be canned by Michael Tabor upon gaining full control of the firm in May 2014.
Last December, News UK appointed Tabcorp in a 10-year revenue share deal, marking the Australian operator’s first venture into Europe.
“This partnership provides us with the opportunity to create a leading online bookmaker in the UK market under the Sun Bets brand over the coming years and first with our strategy of pursuing close-to-core international opportunities,” David Attenborough, Tabcorp CEO, said at the time of the deal.
However, a recent EGR poll found Sun Bets would have it all to do if it is to take on the established beasts in the competitive UK market.
Just 25% of voters agreed Sun Bets would find success against some of the UK’s more established sports betting brands, while 37% predicted it would struggle, with 38% sitting on the fence.