Betchoice Acquired by Online Gambling Services Provider Unibet

Published Tuesday, February 07, 2012 -

Unibet Group is one of the largest online gambling operators in the European market with over 5.9 million customers worldwide. It offers a comprehensive range of online gambling products, such as sports betting, live betting, casino, poker, lotteries, bingo and soft games through the Group's web sites:, & Unibet Group plc is a company incorporated in Malta with a customer base spaning more than 150 countries. Unibet is an active member of European Gaming and Betting Association and Remote Gambling Association and has been certified by eCOGRA the online gambling industry standard bearer.

It was announced recently that Unibet Group, has signed an agreement to acquire all of independent corporate online bookmakers shares for Betchoice Corporation, for £13.6 million. Betchoice operates a number of sports and racing betting options in the Australian market through its betchoice internet location. The firm released a statement indicting what the agreement will do for the company, “access to the fast growing Australian online market”, representing a “solid platform from which to invest further and gain market share”, an intent to position Unibet for the, “anticipated opening of live betting products in Australia” and provide Unibet with “horse racing capability which can be leveraged further across the group”.

Unibet’s, Chief Executive Officer Henrik Tjärnström, commented on the acquisition, “This strategic acquisition gives Unibet immediate access to the regulated Australian market, which is currently open to sports betting and horse racing. Betchoice already has a strong offering and market position in horse racing and through Kambi, Unibet has the opportunity to enhance the quality and performance of Betchoice’s sports betting offering and so to deliver revenue growth and margin improvements.”
Although this looks like a done deal the completion of the transaction is subject to approval by the Northern Territory Racing Commission after which, if approved betchoice will be rebranded as a Unibet product.



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