U.K. bookmaker Ladbrokes has acquired Australian private bookmaking business Betstar in a deal worth €15 million.
Ladbrokes officials say the deal will allow them to add a new client base and speed up the growth of its Australian business.
Betstar has about 40,000 registered customers. The brand name will continue under the deal.
“Australia represents one of the most vibrant regulated sports betting markets in the world, and today’s announcement will see us add new customers to our growing presence,” said Damian Cope, managing director of Ladbrokes International. “It offers us a chance to improve our market share and bring the innovative product development and marketing skills displayed by Ladbrokes.com.au to a wider audience.”