News Corp Australia buys Punters.com.au
Media giant says deal for "Racing Post of Australia" will help it tap into the £3.7bn racing industry
News Corp Australia has deepened its ties with the gambling industry through the purchase of racing affiliate site Punters.com.au for an undisclosed sum.
Punters.com.au, which earlier this year won Affiliate of the Year at the EGR Australia Awards, labels itself the “digital Racing Post of Australia” with a monthly average of more than 375,000 visitors and is expected to generate revenues of £3.4m in 2016 with a profit margin of almost 55%.
CEO and founder Luc Pettett said: “When we started Punters.com.au eight years ago, we set out to challenge how horseracing was being represented, while respecting its history and traditions.
“With our dynamic young team, we’ve pushed the boundaries and created a product that is unlike any other in the Australian horseracing landscape. This won’t change and I’m so excited to start a new chapter with News Corp.”
Pettett will remain as Punters CEO while COO Heath Kilgour will also remain in his position.
News Corp, which produces The Australian newspaper and owns the Fox Sports network in the country, said the Punters deal “deepens its commitment to Australia’s £3.7bn horseracing industry”.
Back in July, News Corp appointed Simon Anderson to the newly created role of group director of wagering, with the goal of attracting more advertising money from egaming operators.
News Corp Australasia’s executive chairman Michael Miller said: “News Corp Australia has a long and rich history with Australia’s racing, sports and wagering industries.
“The acquisition of Punters.com.au deepens News Corp’s commitment to Australia’s £3.7bn horseracing industry and provides our 16 million monthly audience with an even more complete and integrated fan experience.”
Anderson added: “Punters.com.au is already the country’s leading digital form guide with a rich content offering and hosting an active social community. This partnership with Punters.com.au will allow us to take its tools, tips and news to a wider audience.”