Content Writer: Janice Chew • Friday, 25/12/2025 - 23:22:25 - PM
Crown Resorts is set to relaunch the CrownBet brand as part of a major strategic expansion into Australia’s online wagering sector, with Betfair Australia preparing to introduce a full fixed-odds sportsbook alongside its existing exchange platform. Betfair confirmed that the new CrownBet sportsbook will run parallel to the exchange, giving customers the choice between traditional fixed-odds betting and peer-to-peer wagering — a model widely seen as strengthening Crown’s overall digital presence. Multi-source industry commentary (including earlier reports from The Australian and AFR on Crown’s digital revival strategy) describes this move as an attempt to rebuild market share lost during Crown’s regulatory and ownership transitions.
The initiative arrives at a pivotal time: Australia’s online sports betting market has grown sharply through 2024–2025, driven by competitive promotions and high engagement during major sporting cycles. By adding this offering to Betfair’s exchange, Crown gains access to customer segments previously out of reach to the exchange-only model. Crown’s intention to deploy shared technology and risk management systems across both Betfair and CrownBet to streamline operations.
Regulatory readiness is also a central theme. Betfair has already secured the necessary Northern Territory Racing Commission approvals, ensuring that CrownBet can operate legally across Australia. Multi-source oversight commentary (from ABC News and Racing.com’s regulatory coverage) notes that bookmakers are facing tighter compliance expectations after several enforcement actions in 2024–2025. Crown’s emphasis on transparency, AML controls, and responsible-gambling tools suggests the company is keen to avoid missteps as it re-enters a highly monitored market.
Market analysts observe that CrownBet’s return introduces a new competitive dynamic, particularly against established leaders like Sportsbet, TAB, and Ladbrokes. Fixed-odds wagering requires strong capital reserves and sophisticated odds-making systems, but Crown’s partnership structure with Betfair — and the backing of new owner Blackstone — gives it both the technology stack and financial depth to scale quickly. Multi-source financial analysts at Morgan Stanley and MST Marquee previously estimated that a well-executed CrownBet relaunch could capture 3–5% market share within two years.
Crown Resorts CEO, David Tsai, added, “CrownBet is a familiar brand in the online wagering market. This move aligns with Crown’s broader growth strategy – focusing on entertainment offerings and new revenue streams.”
Looking forward, Crown plans to leverage its casino loyalty ecosystem, potentially integrating Crown Rewards into both Betfair and CrownBet to create a unified digital-and-land-based experience. Multi-source commentary from Australian gaming consultants suggests this could become a meaningful differentiator as operators increasingly focus on omnichannel engagement. With the sportsbook expected to go live in early 2026, Crown is positioning itself for a full digital comeback, blending its strong brand legacy with Betfair’s exchange liquidity and a modern, data-driven sportsbook platform.