Start-up bookie brand set for Australian launch

The Australian online sports betting market is about to welcome another new brand with start-up venture Mad Bookie set to go live later this week.

The Norfolk Island-licensed operator is set for a soft-launch in the next couple of days and will offer all major racing products along with a limited number of sports markets with further sports markets to be added to the site in the coming months.

Its founder, Melbourne-based entrepreneur Brett Luntz told, eGaming Review Mad Bookie is not planning to compete “like for like” with Australia’s corporate bookmaking giants.

Instead the operator will focus on creating a unique proposition whereby the site’s ‘bookie’ character will become “mad” and roll-out generous offers and promotions to punters.

“We think there’s a certain part of the market that isn’t being targeted or managed as well as it could be and we’re looking to capitalise on that,” he said.

“We don’t want to be a carbon copy of all the other sites out there but there are some really smart offers out there that punters have been very receptive too.”

Mad Bookie, which will be powered by local platform supplier Generation Web, is set to announce several sponsorship agreements in the coming weeks.

The start-up has numerous investors including Dylan Schlosberg, the Think Bingo co-founder who later sold the online bingo community along with his Herotech firm to Cashcade and is now involved with leading Spanish bingo operator Bingosoft