In somewhat of a coup, Ladbrokes, one of the largest UK bookmaking companies , has taken over bookmaker.com.au for a “deposit” of 22 million. The new site is called Ladbrokes.com.au and they will have the strength to cover any size bets if they wish to.
The bookmaker.com.au business turned over 400 million in their first year, making serious inroads into the Australian market but probably not in the Top Ten. The rebranding to Ladbrokes will change that and challenge the likes of Bet365 and the William Hill businesses Sportingbet and Centrebet and relegating Tom Waterhouse to the back row.
We look forward with interest to see if the new entity allows our semi-professional players a bit more latitude than bookmaker.com.au did.