UK Casino and Poker Operator 32Red today announced the acquisition of Bet
Direct from Sportech Plc, for a total of £11 million plus account
liabilities. Bet Direct is one of the largest independent telephone and
internet betting businesses in the UK, offering telephone, internet,
interactive TV and mobile sports betting, as well as online casino, poker
and fixed odds games. The buy-out of the Liverpool based firm brings with it
a strong database of customers, as well as excellent infrastructure, notably
employees, software and content feeds. Ed Ware, CEO of 32Red Plc, commented:
“The acquisition of Bet Direct fits the strategic objectives of 32Red
extremely well providing a much enlarged customer database and the ability
to offer the full portfolio of betting and gaming products through a variety
of distribution channels. Our combined UK focus has enabled both management
teams to identify areas of marketing cross-over, area for review and
customer recruitment and retention opportunities.”

“We welcome the staff and management of Bet Direct to the Group and look
forward to an exciting period of growth and development.”

This latest news from 32Red comes on the back of their float in September
2005 on to the London Stock Exchange’s Alternative Investment Market (AIM)
as well as the announcement in April of this year that 32Red.com will be the
official club sponsors of Aston Villa Football Club for the 2006/07 and
2007/08 seasons.