The Stars Group Launches the New Sports Betting Brand

The leading Canadian gambling and online gaming company The Stars Group has recently announced the launch of its new sports betting brand.

PokerStars Sports comes in as a replacement to the Group’s BetStars brand, while the move itself is aimed at helping the company’s PokerStars flagship brand to further grow.

Retiring the BetStars Brand after 5 Years in Operation

The Stars Group Launches the New Sports Betting Brand

According to available information, the global replacement of the former brand, which had been in operation for nearly 5 years, occurred last week and was completed in 48 hours.

All customers coming from all over the world will be redirected to the new PokerStars Sports domains, with new information about the recently-launched brand available at The Stars Group’s website.

Online poker clients will now display the logo of the PokerStars Sports brand as well.

Launched back in 2015, the BetStars brand was The Stars Group’s (known as Amaya then) debut in the sports betting market. Over time, the brand expanded its presence to some of the biggest and most important markets in the world, such as the UK, Italy and Spain, further cementing the brand’s positions in this extremely competitive segment.

The first rumours about the company’s plans to drop the BetStars brand appeared in mid-2019, after the Group’s Chief Executive Officer, Rafi Ashkenazi announced the intention to focus on creating two master brand in the future.

The two brands Ashkenazi was referring to were PokerStars and Sky Betting and Gaming, purchased in 2018 in a deal worth $4.7 billion.

A Part of the New Strategy

Introducing the new PokerStars Sports brand represents a part of The Stars Group’s strategy to offer its gambling products under a single brand. The new offering would encompass a wide variety of the Group’s products, such as online sports betting, online casino and online poker.

Speaking about the company’s plans, Ashkenazi stated that many markets where PokerStars were present didn’t offer great brand equity in Sky Bet, which was the main reason behind the decision to move away from BetStars and focus on one master brand – PokerStars.

Ashkenazi added that The Stars Group would continue to build good relations with local Sky broadcasters in those markets where Sky Bet brand was already present. He pointed out the Group would increase its investments in those brands.

According to Ashkenazi, the gambling giant’s new strategy would increase the company’s efficiency in those markets where its brands have already established its presence.

It should be noted that BetStars is not the only brand owned by The Stars Group that will be replaced in the upcoming period. According to available information, another brand set to be discontinued is BetEasy. This Australian-based operation will be incorporated by Sportsbet, another Australian business, owned by Flutter Entertainment.

Flutter Entertainment and The Stars Group should complete their merger by summer. The deal was given the green light by Flutter Entertainment shareholders this week, while The Stars Group have also approved the deal.