With so many bookmakers sharing the same owner, it’s worth paying attention to the bookmaker ownership structure in Australia. A number of bookmakers feature identical odds and markets, leaving weekly promotions as the only point of difference. This reduces the benefits of holding a membership with each of them.
To assist with bookmaker membership selections, below is the current ownership structure of the leading Australian-licensed bookmakers. Some owners place more emphasis on their leading brands, so where applicable the primary brand for each owner is highlighted.
Bet 365 Group Limited
Private company, headquartered in Stoke-on-Trent, England. Employs over 2,100 staff. Learn more.
BlueBet Pty Ltd
NSW company founded in 2015 by Michael Sullivan, the former CEO of Sportingbet and Centrebet.
PlayUp Interactive Pty Ltd
PlayUp Interactive Pty Ltd is a wholly owned subsidiary of PlayUp Limited and is a licensed gambling operator in Australia. PlayUp operates fantasy sports, sports betting and online gaming platforms. As of April 2018 it had approximately 400,000 registered users and 27 full-time employees. PlayUp has offices in Sydney (HQ), Melbourne, Darwin and Hong Kong (source).
- ClassicBet – licensed in the Northern Territory (review)
- TopBetta – licensed in the Northern Territory (review)
- Mad Bookie – licensed in Norfolk Island (review)
The Stars Group Inc. & Matthew Tripp
The Stars Group Inc. acquired a 62% equity interest in CrownBet Holdings Pty Limited in 2018. CEO Matthew Tripp (former owner of Sportsbet) is another major shareholder. Betfair is a betting exchange while BetEasy is a bookmaker so the two don’t share the same odds or markets. William Hill Australia’s parent company in the UK sold their Australian business to CrownBet in March 2018. CrownBet was rebranded as BetEasy in August of that year.
- Betfair Australia – licensed in the Northern Territory (review)
- BetEasy – licensed in the Northern Territory (review)
Previous names: bestoddsbet.com, AK Racing, Betezy, BetEasy, CrownBet
- Centrebet – now closed
- Tom Waterhouse – now closed
- William Hill Australia (previously called Sportingbet) – now closed
Ladbrokes plc (trading as GVC Australia Pty Ltd in Australia)
Headquartered in Harrow, Greater London. It heritage dates back to 1886, with the Ladbrokes name adopted in 1902. The company is listed on the London Stock Exchange and has over 13,000 employees. In addition to its online presence, Ladbrokes maintains over 2,400 retail betting shops in UK and Ireland, with more shops in Spain and Belgium. Learn more. In November 2018 Ladbrokes acquired Neds. In April 2019 the Ladbrokes’ Australian company changed its name from Ladbrokes Digital Australia Pty Ltd to GVC Australia Pty Ltd.
- Betstar – licensed in the Northern Territory (review)
Previous name: Eskander’s Betstar
- Bookmaker – licensed in the Northern Territory (review)
- Ladbrokes – licensed in the Northern Territory (review)
Ladbrokes is the primary brand of the three bookmakers, as evident by the greater range of promotions for Ladbrokes compared to Betstar and Bookmaker.
- Neds – licensed in the Northern Territory (review)
Founded in 2017 by Dean Shannon, the former CEO of Ladbrokes Australia and the founder of bookmaker.com.au, which he sold to Ladbrokes in 2013.
Paddy Power plc
Founded in 1988 and listed on the Irish Stock Exchange. The company operates around 400 betting shops across Ireland and the UK. Learn more.
Palmer Bookmaking Pty Ltd
Founded by the Palmer brothers and operates operates from offices at Canterbury Racecourse. The Palmer family has been associated with betting in Sydney for over 30 years. They commenced online wagering in 2013.
Pointsbet Australia Pty Ltd
Launched in early 2017 with a postal address in Melbourne. At this stage we know very little about the owners.
Tabcorp Holdings Limited
Tabcorp is a wagering, gaming, media and Keno operator in Australia. It was founded in Melbourne in 1994 after the privatisation of the Victorian TAB. The company is headquartered in Melbourne and is listed on the ASX. It operates almost 2,000 betting outlets in NSW and over 600 in Victoria. It also offers on-course betting at 255 racecourses. Learn more. Note that unlike most sibling bookmakers, Luxbet and Tab Sportsbet offer different odds and markets and are licensed in different states to one another.
Unibet Group plc
Founded in 1997. Was originally based in the UK but is now headquartered in Malta. The parent company is listed on the Nordic stock exchange and holds licences in France, Belgium, Denmark, Italy, Australia and the UK. They boast over 9.5 million customers in over 100 countries. Learn more.