Online Casino Operator Acquires Bet Direct Sports book

In acquisition news, British online casino firm 32Red has recently purchased Bet Direct from Sportech Plc. Bet Direct is one of the United Kingdom’s largest independent telephone and internet betting businesses and offers a range of online casino games, mobile sports betting services and TV gaming. The firm was purchased by 32Red for a total of 11 million pounds sterling merely a fortnight after the online casino firm’s CEO Ed Ware announced plans for several major acquisitions this year.

32Red’s new deal also encompasses Bet Direct’s existing customer base, along with its highly experienced employees. While the online casino firm says it has no immediate plans to incorporate Bet Direct’s branding into its own, online casino and sports betting fans will be able to access both sites from each other’s in the coming months. Bet Direct’s current poker and online casino site reaps in lucrative dollars each month and will remain as it is, with the door open for possible changes at a later date.

32Red’s Ed Ware announced the deal last week, pointing out that the online casino firm’s decision to purchase sports book Bet Direct was in keeping with its objectives of diversification and cross-selling. The purchase has broadened 32Red’s customer base and given it the ability to cross-sell its betting and online casino products through a variety of distribution channels.