Stelios Haji-Ioannou, the visionary behind easyJet, is expanding his business empire into the world of online sports betting with the launch of EasyBet.
This new venture is a joint partnership with Matchbook, an offshore gambling entity that has been working diligently to rehabilitate its reputation after facing regulatory challenges in 2020.
The EasyBet platform marks another addition to Haji-Ioannou's portfolio, which has included everything from airlines to pizza chains, often with mixed results. The partnership with Matchbook, which operates under the umbrella of Triplebet based in Alderney, represents a strategic move into the growing online gambling market.
The Guardian reports that Triplebet, owned by Australian billionaire Zeljko Ranogajec, faced a six-month suspension of its gambling license from the UK Gambling Commission in 2020, along with a hefty £740,000 fine due to shortcomings in player protection and anti-money laundering protocols. Since that time, the company has significantly revamped its compliance measures.
Ranogajec, a figure shrouded in intrigue and often referred to as the “Loch Ness monster” due to his elusive nature, is recognized as one of the most successful gamblers in the world. Under his ownership, Triplebet operates a "white label" arrangement with EasyBet, enabling the startup to utilize established technology and infrastructure while showcasing the Easy brand.
EasyBet will feature a unique branding approach, incorporating EasyGroup's signature orange aesthetic, and will operate under the existing framework of Triplebet, which is known for its betting exchange model similar to Betfair.
This arrangement not only helps to establish EasyBet in the competitive UK market but also allows the brand to comply with licensing regulations necessary for advertising on high-profile platforms, including Premier League football shirts.
Haji-Ioannou described this foray into sports betting as a “natural new market” that complements his existing consumer brands. While he has distanced himself from the operational side of easyJet since stepping down from the board in 2010, he continues to hold a significant share in the airline and has been actively pursuing new ventures under the “easy” brand umbrella.
The EasyBet platform is designed exclusively for sports betting and political wagering, with no immediate plans to introduce casino games. This focused approach allows the brand to carve out a niche in the crowded iGaming space, particularly as it seeks to defend its trademark against other betting sites misusing the “easy” name.
Malcolm Graham, the newly appointed CEO of Matchbook, expressed enthusiasm about the partnership, stating: “I am thrilled that we will be supporting Stelios’ philanthropic activities via the license fees being paid to EasyGroup.”
This collaboration not only represents a new chapter for Haji-Ioannou but also positions EasyBet as a serious contender in the online betting arena, leveraging the well-established credibility of the Easy brand while navigating the complexities of regulatory compliance and market competition.
As the sports betting landscape continues to evolve, all eyes will be on how EasyBet manages to establish itself and attract a loyal customer base.
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