News Corp Australia is expanding its footprint in the lucrative wagering category with the purchase of horse racing website Punters.com.au.
The free site attracts a monthly average audience of 375,000 with its data-rich form guide, specialised racing content and news.
Punters.com.au also has a mobile app and has developed a range of wagering partnerships since it was founded in 2008.
The purchase of the site reflects News Corp’s ambition to grow its wagering audiences and advertisers, a strategy solidified by the July-appointment of Simon Anderson to the new role of group director of wagering.
News Corp Australasia executive chairman Michael Miller said the company had a “long and rich history with Australia’s racing, sports and wagering industries”.
“The acquisition of Punters.com.au deepens News Corp’s commitment to Australia’s $6 billion horse racing industry and provides our 16 million monthly audience with an even more complete and integrated fan experience,” he said.
“Punters.com.au is already the country’s #1 rated form guide with a rich content offering and hosting an active social community. This partnership with Punters.com.au will allow us to take its tools, tips and news to a wider audience.”
The site’s CEO and founder Luc Pettett and chief operational officer Heath Kilgour will both remain in their positions.
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