The increasing levels of competition from foreign gambling operators haven’t prevented the Australia’s largest bookmaker Tabcorp from deciding to venture into the United Kingdom’s market.
Tabcorp has decided to team up with the Sun newspaper in order to launch Sun Bets within the next couple of months.
Tabcorp will provide the gambling platform and products, while it will promote the project via The Sun magazine.
With the UK web-based revenues worth £3 billion a year, Tabcorp is hoping to beat the competition of 427 licenced operators in the UK and make its presence known outside the Australian market.
“It is a natural step for us,” said David Attenborough, Tabcorp’s chief executive.
“We have worked with News Ltd. closely in Australia and built up a high degree of trust. They have one of the strongest brands in the UK with half of the UK betting population regularly reading or engaging with The Sun.”, reports the Financial Times.
Tabcorp has been working hard to protect is standing in Australia over the last couple of years as the largest wagering operator and fend off its position against the UK-based household operators such as Paddy Power, William Hill and others.
Through their cooperation with The Sun, Tabcorp is hoping to tap in on the online sports and race betting market and to create a powerful fantasy sports base in UK market.
As already an established brand, The Sun will allow Tabcorp to focus their energy on delivering innovative products, rather than focusing on creating a brand of their on in the new market.