Name changed after five years
The Stars Group has rebranded its online sportsbook from BetStars to PokerStars Sports in a bid to have more products under the PokerStars umbrella.
The sportsbook was known as BetStars for almost five years after launching in late 2015. This move is part of The Star Group’s overall plan to increase the growth of its main PokerStars brand.
BetStars domains are now pointing toward PokerStars Sports domains in Spain and the UK
The rebrand has already happened. All BetStars domains are now pointing toward PokerStars Sports domains in Spain and the UK. The new PokerStars Sports logo is now live on the online poker platform, as well as on The Stars Group’s corporate website.
Brand alignment behind decision
It is not just sports betting that The Stars Group is looking to bring under the PokerStars brand. The plan is to add an online casino offering to the company’s suite of products down the line.
The Stars Group CEO Rafi Ashkenazi spoke in the past about plans to “move away from BetStars and start promoting PokerStars Sports and also PokerStars Casino and then have PokerStars as the master brand.”
One of the other key benefits of this rebranding will be the generation of further “marketing efficiencies” as a result of having the master brand.
Growth of the sportsbook
BetStars went live in late 2015. The launch of the online sportsbook marked PokerStars’ entry into the sports betting space. The aim of this platform was to increase the exposure of the overall brand and to secure a slice of the revenue generated in the competitive online sports betting sector.
The Stars Group also owned BetEasy, a brand that operated in the Australian market. However, BetEasy is set to be absorbed by its rival Sportsbet due to the planned merger between The Stars Group and Sportsbet-owner Flutter Entertainment.