As we all know, Rank Group which is a land-based and online gambling operator was negotiating for selling off its Blue Square Bet enterprise. Finally, Rank Group has sold their Blue Square Bet brand to the one of the most powerful UK online gambling brands `Betfair`.

Total of £5 million deal consists of forwarding of all of the Blue Square Bet customers directly to Betfair betting platform. The forwarded players will automatically be a Betfair Casino player if they would like to play casino games. Betfair will welcome all of the former Blue Square Bet customers with a warm “Welcome Bonus”.

This development clearly confirms us that Betfair continues to apply its regulated markets focusing strategy and expanding its sports betting services.

Rank Group is the operator of the well-known “Grosvenor Casinos” and “Mecca Bingo” brands. They have stated that Blue Square Bet was continuously suffering from a net operating loss as of January 2013. The main reason for this negative situation is due to the tough competition in sports betting sector for sure.

In our opinion this development will bring positive results to both parties because Rank Group will strongly focus on its strong brands “Grosvenor Casinos” and “Mecca Bingo” and Betfair will strengthen its current position in UK sports betting niche specifically.