Being the largest independent telephone and internet betting business in the UK, Bet Direct (http://www.BetDirect.net), as it has been announced, has become the acquisition of UK Casino and Poker Operator 32Red Plc. The cost of the acquiring is said to have reached 11 million plus account liabilities.

The acquiring of the firm has a lot of advantages, including strong database of customers, perfect infrastructure, software and content feeds, and what else.

Here is what Ed Ware, CEO of 32Red Plc claims: “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”.

The development of 32Red Plc sounds to be rather promising. This fact comes out as a result of a few analyzed details concerning their float in September 2005 on to the London Stock Exchange Alternative Investment Market (AIM) as well as the announcement in April of this year of 32Red.com being the official club sponsors of Aston Villa Football Club for the 2006/07 and 2007/08 seasons.

Some more details about 32Red Plc: it is a successful, licensed (what is very important) company which is based and regulated in Gibraltar. Watchdog and Player Advocate site Casinomeister has awarded 32Red Plc as the Best Casino. The list of players is really wide. Its fans come from all over the world, but the major part of them is representatives of the UK what is proved by the fact that 83% of players at 32Red Online Casino and 32Red poker come from the UK and Ireland.