Betfair make a £5 million play for Blue Square assets


Visitors to online bookmaker Blue Square, found themselves being directed to online betting exchange Betfair at the start of the week. The action came along with the announcement from the betting exchange that they have acquired certain assets of Blue Square. Visitors to the Blue Square website were directed to the Betfair site after the betting exchange snapped up Blue Square assets, including their database of customers.

In total, Betfair have forked out £5 million for the Blue Square assets, who was owned by the Rank Group. Because of Betfair acquiring the customer database, it means that all Blue Square users will now go to Betfair.

It is unclear as the actual bigger picture of the deal, with only “certain assets” reportedly having been purchased. But many are seeing it as a full acquisition, including Blue Square brand and all.

A statement from Betfair read: “Betfair Group plc today announces that it has acquired certain assets, including the customer database, of online bookmaker Blue Square Bet for £5m.

“From today, all Blue Square customers will be automatically redirected to Betfair where they can access a full suite of sports betting and gaming products and receive a promotional welcome offer.

“The acquisition is consistent with Betfair’s strategy of focusing on regulated markets and growing its sportsbook and gaming operations alongside the exchange.”