Thursday 5. November, 2015

Former William Hill Australia Head Returns to Australian Sportsbetting Market

Former Chief Executive of William Hill Australia, Michael Sullivan, has launched a new bookmaker, BlueBet. After years of experience working in the Australian sports betting market, Sullivan has announced that his new bookmaker will be targeting Australian punters.

Sullivan, who had been chief at Sportingbet Australia and Centrebet since 2002 said his company would offer top sports betting options, together will levels of customer support and personalised engagement that foreign-owned bookmakers could not offer. His company aims to compete against the many UK bookmakers that are targeting Australian punters and which are readily available in the market.

“I really believe these big English bookmakers don’t understand what the Australian punter is after and we will be offering a far more personalised service,” stated Sullivan.

“Back when we started Sportingbet in Australia in 2002, we really gave punters an experience they hadn’t been exposed to before and we will be servicing all punters in the new business whether they bet in $1 or $100,000.”

Drawing on his experience of the Australian market and Australian punter’s mindset, Sullivan plans to use a similar model as the one used for Sportingbet to attract these customers. Sullivan sold Sportingbet and Centrebet to UK bookmaker, William Hill, in 2013 for $660 million.

“My turnover at Sportingbet when I sold was $3 billion and I had 300 staff,” he stated. “I don’t see why I can’t build another business of a similar size.”

BlueBet will be based in the former quarters of the CEO of the Sydney Turf Club in Randwick, Sydney and will start with 20 staff.


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