Ladbrokes and Paddy Power both entered the Australian sports betting market a couple of years ago and unknown to the Australian public there has been a battle brewing since this time. It seems that both companies have eyed our wonderful country as the place to build their businesses further because of our love for sports betting.
In the past few weeks this battle has grown further as Ladbrokes has taken acquisition of another Australian sports betting company to build its stake in the Aussie market, something that is sure to enrage Paddy Power.
Ladbrokes Bold Move
Ladbrokes has broken onto the Aussie market with its own Ladbrokes.com.au site. To further support its Audtralian adventure, Ladbrokes has also bought Gaming Investments for $22.5m. At the start of 2012 Bookmaker.com.au was launched by Gaming Investments and saw a huge $400 million wagered on its site in the first 12 months. Paddy Power who was already in Australia saw $935 million wagered through its own site during the same time period.
Interestingly that is over double the amount, but Ladbrokes were still impressed with its initial figures and have purchased Gaming Investments as it perseveres to break down Paddy Powers monopoly.
Ladbrokes Australian Odyssey
Ladbrokes is a name synonymous with sports betting with its roots dating back well over a hundred years ago on the British high street. In more recent times it has become a world renowned brand through its online sports betting and casino sites. Now the company is venturing into new horizons and clearly sees its adventure into the Australian sports betting world as a clear way of developing the company further.
With such a prestigious brand as Ladbrokes making waves in Australia, you will be hard pushed to find a better name in sports betting to enjoy.