PokerStars debuts BetStars sportsbook
New sports betting brand goes live in UK as the operator lines-up major marketing campaign
Amaya has begun the roll-out of its new BetStars sportsbook brand, promising a major marketing campaign and an innovative new betting product to support its development next year.
BetStars, which is in part provided by sportsbook software supplier Amelco, is initially available in a select number of jurisdictions, including the UK, on .com, .eu and .uk domains as well as dedicated iOS and Android applications.
Amaya said it would support the launch with an external customer acquisition campaign in the first half of 2016 and that it intends to introduce an innovative new betting product on the platform which will “distinguish the brand from competitors”.
“We’re very excited about the launch of the BetStars brand, and expect it to be one of the most talked about sports betting sites in 2016 as it continues to evolve with new products and features that we believe will set us apart as a betting brand for the true sports fan,” Rafi Ashkenazi, CEO of Rational Group, said.
“We’re applying the same dedication and passion we have for poker to sports betting, and intend to create an authentic, world-class offering,” he added.
BetStars’ initial roll-out offers 25 sports as well as speciality offerings such as eSports and poker, with more sports, including horseracing, to be added next year.
PokerStars said it expects the brand to be expanded into new jurisdictions in 2016, and should reach around half of all active poker customers by the end of next year. It will operate on a single wallet basis alongside poker and casino.
Amaya launched an in-client sportsbook back in March under its PokerStars brand, and despite only being available in a handful of markets the firm said it had attracted 100,000 real-money active uniques during Q3 2015.