The global leader of the online, mobile gaming and interactive entertainment industries The Stars Group (TSG) has been entertaining millions of its customers for over the years now. However, in a recent news, the parent company of PokerStars has switched from its five-year-old BetStars sports book brand to PokerStars Sports.
The step taken by The Stars Group is said to be on the cards for six-months. The operators are willing to create a more solid suite of products and bolster the growth of its flagship PokerStars brand. The Canadian gaming giant, The Stars Group owns PokerStars Sports, FOX Bet, Full Tilt, Sky Bet, Sky Vegas, Sky Bingo, Sky Poker as well as live poker tours and event brands like European Poker Tour (EPT), Asian Pacific Poker Tour (APPT) and so on.
BetStars on the other hand was launched in 2015 offering the poker fanatics to bet on sports. Ever since its launch, BetStars has always redefined the sportsbook industry with innovative ideas and betting formats, offering seamless experience to casino, poker, and sports betting. In 2018, TSG launched BetStars Online Sports Betting in New Jersey through its partnership with Resorts Casino Hotel.
The Stars Group corporate site has been upgraded with the latest PokerStars Sports logo and so is the online poker clients. The operators had planned to step aside from BetStars brand almost six months ago. During a Q2 2019 call with investors, CEO Rafi Ashkenazi stated that they were “we are likely to move away from BetStars and start promoting PokerStars sports and also PokerStars Casino and then have PokerStars as the master brand.” Futher into the discussion he also added, “We are looking to move into PokerStars as the master brand. In the markets where we don’t have Sky or Sky Bet and where Sky doesn’t have like a strong brand equity, we are going to start using PokerStars sports.” Later on he said, “We believe through that we can get more marketing efficiencies.”
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