|Bookmaker Stan James has commented on its purchase of the Betdirect.com sportsbook, casino and poker business from 32Red and stated that the site should be fully integrated into its business by December 10.|
UK-focused Betdirect.com was sold in September to the Gibraltar-based bookmaker group for $11.5 million after being purchased by 32Red for $25 million from Sportech only 18 months ago.
Boylesports was reportedly interested in a deal but 32Red’s half-year results showed the sale to Stan James, who have been online since 2003 and offer services in six languages including Greek and Hebrew.
'Betdirect.com is a well established bookmaking brand that fits well into our existing operations,” said Peter Fisher, Chief Executive Officer for Stan James.
“The acquisition is very exciting for everybody associated with Stan James and Betdirect.com as well as a fantastic opportunity to align our complementary strengths. We are fully committed to helping Betdirect.com reach its full potential and delighted that the board of 32Red has accepted our offer. Betdirect.com's future is even stronger than its past.”
The purchase comes on the back of the launch of Stan James’ mobile betting service, Stan James Mobile, as well as its bookmaker SJ Price, which sees the company using its own prices for UK horse racing. SJ Price sees Stan James offer deals that are as good if not better than board prices offered by Amalgamated Racing (AmRac) and Satellite Information Systems (SIS) to deliver better value to its customers.