Compare.bet will cover casino, sports betting, bingo, poker, lottery and esports betting verticals.
The platform features a number of new upgrades including visualisation tool Casino Explorer, branded sporting magazine The Warm-Up and the ‘Add to Compare’ functionality for side-by-side comparison.
Also new is Compare.bet News, which is an expansion on the previous BettingUS News product.
“This move represents Seven Star Digital’s commitment to its Compare.bet brand,” Seven Star Digital founder and chief executive, Luke Eales (pictured), said. “It is generating a growing number of FTDs for UK casino and betting operators, via both pay per click and organic channels, and we believe the project offers huge growth potential.
“To enjoy long-term success as a comparison business in the gambling space, we believe it’s increasingly important to give users real value and a memorable experience.”
BettingUS’s New Jersey licence has already been transitioned to Compare.bet, with a number of other individual state licences pending for the platform.
Seven Star Digital launched BettingUS.com in November 2018 as its first foray into the US market. While the company reported “very encouraging progress”, it said the opportunity to create a joint entity under the Compare.bet brand was a strategically stronger approach.
Visitors to BettingUS.com will now automatically be redirected to Compare.bet.
“We’re very focused on building innovative new features for Compare.bet, and want to ensure that our US visitors share in that benefit going into 2020,” Eales said.
“Centralising our efforts to build a better gambling comparison experience will ensure bettors in all our target markets enjoy our best and most creative ideas.”