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Sullivan returns to market with BlueBet Australia

Australian betting industry veteran Michael Sullivan has announced his return to market with the launch of new bookmaker BlueBet.

A former William Hill Australia chief executive, Sullivan told Australian business news sources that BlueBet would offer a level of customer service and personalised engagement that foreign owned bookmakers could not facilitate.

Sullivan, who had led Sportingbet Australia and Centrebet operations since 2002, outlined his firm’s ambitions to compete against the influx of UK bookmakers targeting the Australian sports betting market.

“I really believe these big English bookmakers don’t understand what the Australian punter is after and we will be offering a far more personalised service,” he said.

“Back when we started Sportingbet in Australia in 2002, we really gave punters an experience they hadn’t been exposed to before and we will be servicing all punters in the new business whether they bet in $1 or $100,000.”

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