Stan James Brings Betdirect Into The Fold

6 February 2009

Leading sportsbook operator Stan James (Gibraltar) Limited has announced that it has merged the Betdirect brand into its core operations as part of its strategic objective of offering one complete service.

Established by Littlewoods in 1998, Betdirect was purchased by Stan James in December of 2007 from 32Red and had subsequently been operating as a distinct brand with its own dedicated website, call centre and mobile application.

'One of our strategic objectives is to promote and develop our single core brand of Stan James,” said Peter Fisher, Chief Executive Officer for Stan James.

“The merger of the Betdirect business is a positive step towards achieving that objective.

”In December of 2007, we made a decision to operate Betdirect as a distinct brand for no more than 15 months in order to maximise customer retention following the acquisition from 32Red. Both Stan James and Betdirect have gone from strength to strength and we believe that the time is right to merge the brands.

”The merger enables us to streamline overheads and is a fantastic opportunity to extend our industry-leading service to our Betdirect customers. Betdirect customers have been made aware of the plans and can continue to access a full range of sportsbook and e-gaming products via the Internet, telephone and mobile channels.”