Betdirect to fully integrate into Stan James
February 5, 2009 by mbates
Betdirect the former online betting division of Littlewoods that was established in 1998 and aquired by Stan James from 32Red plc for around £5.75 million in 2007 less than have the £12.5 million that 32Red paid for it. Since Stan James aquired the company it has ran it as a seperate brand with its own call centre, web site and mobile gambling platform.
When Betdirect was acquired it was decided that it would run as a distinct brand for no more than 15 months to help maximise customer retention. The CEO of Stan James, Peter Fisher said “One of our strategic objectives is to promote and develop our single core brand of Stan James. The merger of the Betdirect business is a positive step towards achieving that objective“.
The merger will start from 4th February 2009 and will see Betdirect merge into the larger Stan James organisation. The merger will allow the company to streamline overheads and all Betdirect customers have been informed of the changeover and will still be to access a full range of sportsbook and online casino gaming products via the internet, telephone betting and mobile phone channels.
