The online sportsbook division of BetterBet, the Playtech-powered white label sportsbook, poker and casino site managed by Inside Gaming appears to have enjoyed a short life despite an impressive management team experienced in the UK betting business.
According to the website, the sportsbetting operation has been acquired by the respected Brit bookmaking group Stan James. It is not yet known whether the deal includes the online casino and poker operations, which appear to be still under the Inside Gaming management wing.
Players who previously held a sportsbook account with Betterbet should by now have received an email explaining the situation, along with an assurance that they will still be able to use their existing Betterbet account.
BetterBet is owned by a Tolwarth, Surrey bookmaking company called Betting Shop Services Limited, with a corporate website at Better Corporate.com. BSSL was formed in 2005 and has an impressive executive team, headed by managing director Ian Hogg who was previously with At The Races. He's backed up by operations director David Bedford who is an ex-Stanleybet and Will Hill manager, and Conleth Byrne who was with Ladbrokes for 15 years.