Betfair beefs up fixed-odds betting options
Last year Betfair announced that they planned to expand, though at the time it was in relation to expansion into European countries, such as Italy, Spain, Greece and Sweden. They seem to be exploring all avenues, as they have just bought the Blue Square betting subsidiary.
A possible sale of Blue Square has been discussed since January, when the Rank Group who owned it announced that they were carrying out a review of the subsidiary, which was seen as under-performing. After some consideration they have now sold it to Betfair for £5 million and have said that they will now concentrate on their other brands, namely Mecca and Grosvenor Casinos, both online and land-based.
Betfair have said that the purchase of Blue Square, fits in with their aims of growing their gaming operations and sportsbook, focusing on regulated markets. Blue Square customers who did not hear of the deal, will soon realise it has taken place, because as soon as they try to log on to the Blue Square site, they will be re-directed to Betfair. Here they will be able to access the full range of Betfair products and will also be offered a welcome offer, designed to help compensate for any inconvenience.