Betfred eyes Aussie mobile gambling market

The British bookmaker Betfred hopes to launch a mobile gambling service for Australian punters in time for the next football World Cup in June, a company spokesman told the Australian publication Smart Company this week.

Other UK bookmaking companies have realised the potential of the online and mobile market Downunder, with William Hill plc and Paddy Power plc making major investments in Australian acquisitions (see previous InfoPowa reports).

Betfred’s Australian managing director Luke Brill told Smart Company that Betfred will focus on sports that are under-served by the current players in the market…those outside the mainstays of AFL and NRL affiliations.

Brill has wide experience in the local online gambling sector, having previously held management positions with Centrebet.

Betfred will focus on sports betting in its initial phase, adding a horse racing service in time for the Spring Racing Carnival in October and November, Brill revealed, noting that the company is confident that its initial launch of a mobile-only service will distinguish it from the competition.

“We want to be known as a mobile bookmaker,” Brill said. “Betfred will launch a full-service web offering in Australia down the track.”

Smart Company reports that Betfred currently employs 15 staff in Sydney and Darwin, Australia, with another five due to arrive from the UK in coming weeks. The company has obtained a Northern Territory gambling licence.

Brill commented: “The propensity to gamble is high in Australia …high numbers of Australians bet on European sports.” He opined that the possibility of live-betting being approved Downunder is an additional sign of potential future growth in the market.