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Online Casino Group Acquires Online Sports Book

The online casino firm 32Red acquired the online casino sports betting site Bet Direct, has announced this week by the company. The British online casino operator bought Sportech’s online sports book for a total of GBP 11 million. Buying an online sports book days before the opening of FIFA World Cup 2006 will increase 32Red’s revenues significantly. World Cup is the biggest sporting event in the world and is expected to be the biggest event in online casino sports gambling as well.

Bet Direct is one of the biggest and most successful online casino and telephone betting operations in the United Kingdom. Bet Direct’s online casino players database will be integrated into 32Red’s portfolio and will make the online casino group’s hold over the UK online gambling industry much stronger. Currently, 32Red will not merge the two online gambling brands, and the gambling sites will remain as is.

A new 32Red sports book online casino site will become available for 32Red players in the very near future. Ed Ware, CEO of the online casino company commented: “The acquisition of Bet Direct fits the strategic objectives of 32Red extremely well, providing a much enlarged customer database and the ability to offer the full portfolio of betting and gaming products through a variety of distribution channels. Our combined UK focus has enabled both management teams to identify areas of marketing cross-over, area for review and customer recruitment and retention opportunities.”

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