EasyGroup Launches Sports Betting Brand EasyBet in Partnership with Matchbook

In a new expansion, EasyGroup, the conglomerate behind the renowned budget airline EasyJet, has launched an online sports betting brand, EasyBet. Developed in collaboration with betting exchange operator Matchbook, the EasyBet.net site is now live, offering a variety of sports betting markets and wagering options. Customers can access an array of betting opportunities through a betting exchange model, allowing for a range of odds and bet types.

EasyBet.net is currently available to users in the UK, although the brand’s complete geographical reach remains unconfirmed. The platform is regulated by both the Great Britain Gambling Commission and the Alderney Gambling Control Commission, ensuring compliance with the respective authorities.

This development comes amid EasyGroup’s long-standing history of defending the ‘Easy’ brand from potential infringement. The conglomerate has previously taken legal action against unaffiliated websites, including EasyBet.com and EasyBet.co.za, which serves the South African market. According to EasyGroup, the launch of its own official brand will provide customers with assurance that EasyBet.net is an authentic part of the ‘Easy’ brand family.

With EasyBet, EasyGroup steps into the sports betting industry for the first time. However, it noted that the move mirrors strategies of other significant UK consumer brands, such as Virgin and Sky, which have both developed branded betting services. Matchbook will manage operations of the brand and pay a licensing fee to EasyGroup.

EasyGroup’s founder, Sir Stelios Haji-Ioannou, described the launch of EasyBet as a “natural” fit for the company. “We are delighted to welcome EasyBet.net to the ‘Easy’ family of brands,” Haji-Ioannou stated. “It is a natural new market to complement our other large consumer brands in the UK and Ireland.” Haji-Ioannou highlighted EasyBet’s peer-to-peer betting model, which enables users to place bets both on anticipated winners and on expected losers, potentially providing “fairer odds than traditional bookmakers.”

Matchbook’s CEO, Malcolm Graham, also expressed his optimism for the partnership, saying, “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.” Additionally, Graham underscored that Matchbook’s licensing fees to EasyGroup will support Stelios Haji-Ioannou’s philanthropic ventures.

Alongside the brand launch, EasyGroup referenced Matchbook’s commitment to upholding compliance and regulatory standards. Matchbook has established what it calls an “industry-leading management team” to ensure strong oversight and has adopted advanced compliance and regulation practices.

However, Matchbook’s regulatory journey has not been without challenges. In 2020, its Triplebet brand, also mentioned on the EasyBet website, was temporarily suspended by the UK Gambling Commission. After a two-year investigation, the regulator cited “serious failings” related to anti-money laundering protocols, syndicate due diligence, and social responsibility safeguards. Triplebet was fined £740,000 ($959,221) as part of the regulatory action. Following this, Matchbook brought in performance improvement consultancy Alvarez and Marsal to overhaul its processes, implementing significant improvements. As a result, the UK Gambling Commission reinstated Triplebet’s license in August 2020.

The launch of EasyBet.net signals EasyGroup’s debut in the sports betting landscape, and with Matchbook’s operational and regulatory oversight, the brand aims to deliver an attractive, competitive, and compliant betting experience under the established ‘Easy’ umbrella.

By fLEXI tEAM