EasyGroup, the brand behind the renowned budget airline easyJet, is now entering the sports betting industry with the launch of easyBet.net.
This new venture will operate as a peer-to-peer betting exchange in partnership with Matchbook, a platform designed to allow customers to bet directly against each other and not against the “house.”
For easyGroup, the move into betting is both a strategic expansion and a measure to protect its brand in an industry where unauthorised use of the “easy” name has been a recurring issue.
“The launch of easyBet.net will provide customers with the assurance of a legitimate member of the easy family and a trusted ‘easy’ brand and prevent any further brand infringement in this sector,” the company said.
Historically, EasyGroup has taken legal action against entities using variations of the “easy” name in sports betting without permission.
“A natural new market”
The company also noted that its foray into sports betting aligns with similar moves by major UK consumer brands like Virgin, Sky, and The Sun, as well as Ryanair’s sale of scratch cards.
“We are delighted to welcome easyBet.net to the ‘easy’ family of brands which is a natural new market to complement our other large consumer brands in the UK and Ireland,” said easyGroup founder Sir Stelios Haji-Ioannou (pictured).
Matchbook CEO Malcolm Graham echoed this enthusiasm: “Matchbook is delighted to be partnering with the easyGroup to offer its betting exchange product. The ‘easy’ brand is renowned for consistently supplying quality and value to its customers.
“EasyBet.net offers its customers industry leading odds across a wide range of sports, and geographic markets, offering a top-tier user experience.”
The easyBet website is already live, though it is not yet operational.
According to an article in the Guardian, the site will only offer sports betting and wagers on politics. There are no plans to offer casino games.
EasyGroup emphasised that Matchbook has strengthened its compliance and regulation practices following a 2020 suspension of its operating license by the UK Gambling Commission.
The suspension, which lasted six months, was due to serious failings in anti-money laundering and social responsibility measures, and came with a £740,000 fine.
Since then, Matchbook has invested in a new management team and implemented what easyGroup describes as “best-in-class” compliance systems.