Blue Square Online Sports Book Acquired By Betfair

Published Wednesday, April 03, 2013 -

The larger the company is the more likely its able to fend off difficulties either by expanding or by reducing its holdings. Rank Group originally said it would put its Blue Square division on the block back at the beginning of 2013. Its statement to the press back then revealed that the sports betting market was highly competitive and Blue Square “continues to generate an operating loss”.

The holding company which owns the property Guoco Group of Malaysia is not interested in making this venture profitable they want successful entities that are self sustaining and marketable. This is a business that requires constant marketing to keep up revenue generation. Revenue at Blue Square was increased by as much as 19 percent recently driven by a huge marketing campaign worth £2million.

Now that Betfair has finalized its takeover of Blue Square and acquired “certain assets, including the customer database” the former is looking to build the brand in line with its strategy of “focusing on regulated markets and growing its sportsbook and gaming operations alongside the exchange”. With a strong performance from its fixed-odds sports books, it’s only prudent for Betfair to merge the two to create one stand-alone fixed-odds brand that would service the market. The deal that was complete for £5m is not expected include the renewal the company’s six-year sponsorship of the non-League Conference, which expires at the end of the season.

With the Football League still to announce new backers, the six divisions below the Premier League currently have no title backers for the 2013/14 season. Blue Square will continue their Conference partnership until May, with Betfair being involved only during the play-off finals at Wembley.

Players will be as of today directed to Betfair where the accounts has been transferred and everyone will receive a promotional welcome offer for the changes. Compared to what Rank paid for Blue Square ten years ago Betfair got a great shake this time.

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