Aussie online ops going well for William Hill

International online betting giant William Hill plc has announced that it has completed the integration of its three Australian brands on to a common platform.

Centrebet, Tom Waterhouse and Sportingbet Australia are now united on the technology and promotional platform, although William Hill has advised that the individual brands will remain active – probably a smart choice given their previous exposure and reputation with Aussie punters.

William Hill acquired the three brands last year in a multi-million dollar swoop into Australia as it entered a competitive field that includes Paddy Power and Tabcorp.

The British bookie announced at the end of 2013 that operations Downunder had contributed GBP 86.7 million to Group net revenues, generating a profit of GBP 12 million.

Former test cricket legend Shane Warne will be fronting for the Sportingbet brand as the company ramps up marketing and advertising to the local market.

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