2025-10-11
Founded in 2015 by Michael Sullivan, BlueBet, now trading as Betr Entertainment Limited, is a prominent player in the Australian sports betting landscape. With a focus on mobile-first strategy and a customer-centric approach, it has carved a niche for itself despite fierce competition.
The Australian online sports betting sector has experienced rapid growth in the last decade, driven by increased smartphone adoption, regulatory changes, and rising engagement with both domestic and international sporting events. In this context, BlueBet (now trading as Betr Entertainment Limited after a recent rebranding and corporate restructuring) has emerged as one of the country’s most agile and innovative operators, competing vigorously with established players like Sportsbet and Bet365.
Founding and Origins
BlueBet was founded in 2015 by Michael Sullivan, a veteran of the Australian wagering industry with previous CEO roles at Sportingbet and William Hill Australia. The company has always been Australian-owned and is licensed under relevant state gambling authorities. Its headquarters are located at 8 Spring Street, Sydney, NSW 2000, Australia. The company’s main phone contact is +61 2 9571 0033.
Operational Structure and Licensing
BlueBet, now operating under the new parent company Betr Entertainment Limited (ASX:BBT), provides sports and racing products across Australia and North America via its online platform and mobile apps. The company maintains compliance with all Australian and U.S. regulatory requirements, operating under responsible gambling principles.
BlueBet is a rising contender in Australia's competitive betting market, focusing heavily on local sports and racing to offer highly competitive odds.
The recent merger with Betr strengthens its market presence, allowing it to better compete with industry giants.
Market Share and Competitive Advantages
While BlueBet is not as large as giants like TabCorp or Sportsbet, it has carved out a niche by focusing heavily on local sports and racing, offering highly competitive odds and a range of features tailored for Australian punters. Its nimble, customer-centric approach—emphasizing rapid product iteration and mobile-first engagement—has helped it build a loyal customer base.
Key Differentiators
Mergers and Acquisitions
In April 2025, BlueBet Holdings Ltd officially changed its name to Betr Entertainment Limited, reflecting a broader entertainment and wagering strategy. This rebranding followed the acquisition of TopSport in February 2024, significantly expanding its sports betting portfolio and customer reach.
New Products and Services
BlueBet continues to expand its product suite, recently launching enhanced live betting features and more granular market coverage for U.S. sports (NBA, NFL) as part of its North American expansion.
Sports and Events
BlueBet covers over 30 sports internationally, with a strong focus on Australian leagues (AFL, NRL, cricket), major North American sports (NBA, NFL), European football (EPL, La Liga), and global tennis and racing events. Australian and international horse racing, harness, and greyhound events are also extensively covered.
Betting Options
App Functionality and User Interface
BlueBet’s mobile app is highly rated for its user-friendly design, fast navigation, and stability. Features include one-touch betting, live streaming (where available), and real-time cash-out options.
User Experience Enhancements
BlueBet (Betr Entertainment Limited) is supported by key partnerships and sponsorships to enhance brand visibility and engage with the sporting community.
Explore BlueBet's strategic moves to capture the North American market, leveraging its merger with Betr to expand its footprint.
Delve into BlueBet's rebranding journey to Betr Entertainment Limited, reflecting a new phase in digital entertainment.
Stay updated with the latest trends in sports betting.
The industry sees a rise in mobile-first strategies, with companies like BlueBet leading the charge in innovative features.
Australian operators are setting sights abroad, with U.S. markets being a key target for growth.
Tighter restrictions on promotions and advertising reshape how companies like BlueBet approach customer engagement.