William Hill performs U-turn with Centrebet relaunch
Operator revives Australian brand as bookie for the pro punter just months after migrating customers to William Hill
William Hill Australia has reversed its decision to operate a single brand in the Australian wagering market after today reviving the previously shuttered Centrebet brand just months after migrating its players to William Hill.
Centrebet has been relaunched as a bookie for the more “serious” horseracing punter, according to Hills, and has promised to offer best prices, lay guaranteed stakes above and beyond regulatory requirements, and welcome customers restricted at rival operators.
“This is a great day for the Australian punter and for betting,” Tom Waterhouse, William Hill Australia CEO, said.
“Centrebet is the only option for all punters who want the best price and the only place the professionals can get a big bet on,” he added.
The move comes after William Hill consolidated its Australia facing brands – Centrebet, Sportingbet and TomWaterhouse.com – under the William Hill banner.
Last summer, William Hill completed the migration of all Centrebet accounts to William Hill, which means Centrebet opens today with zero customers.
Previous Centrebet customers yesterday received a text message to inform them of the relaunch and that as their previous accounts had been disabled they would need to open a new account to resume wagering with the brand.
William Hill has long toed and froed on how best to tackle the Australian market. In 2013, former CEO Ralph Topping cancelled initial plans to consolidate the brands, a decision which was then reversed when he was succeeded by James Henderson.
Henderson previously told EGR the decision to migrate the brands had “paid dividends” for its strategy Down Under, yet the relaunch of Centrebet would suggest otherwise.
In 2015, William Hill’s Australian revenues suffered a 20% year-on-year fall to £97.9m, although results for the 17 weeks to 25 October 2016 showed an increase of 27%.