British bookmaker Victor Chandler is changing its name to BetVictor as part of a major re-branding push. The move is being touted as an effort to consolidate brands and make their online offerings more user-friendly. BetVictor has been operating in various European countries for some time already.

Venerable Brand Already

The Victor Chandler brand is one of the better known UK gaming brands and is considered by many to be the Gentleman’s Bookmaker by many British punters. The bookmaker was founded in 1925 by William Chandler in a bus station. In 1975, his grandson Victor Chandler took over the company has been running it ever since. Given the value of the Victor Chandler brand, the BetVictor move left many industry insiders scratching their heads.

But the move made perfect sense to Mr. Chandler, a bon vivant who bears a striking resemblance to the World’s Most Interesting Man. “As a company we are always innovating and moving forward, as well as extending our brand across new territories. The UK will continue to be the fulcrum of our international business and it makes perfect sense that the same brand name is used here as in foreign territories,” he said in a press release.

iGaming Chess Moves

Victor Chandler/BetVictor is just the latest gaming company to pull ranks and consolidate operations under a new name. Recently the Yatahay Poker Network changed its name to Winning Poker Network; while Doyle Room changed to America’s Card Room. Though most sites, with the exception of Bodog won’t admit it, these moves are about more than just branding.

This rash of branding moves is part of larger chess game in the iGaming industry as various companies shuffle to keep up with the growing number of countries legalizing online gaming, especially in the Euro Zone and now the United States. When gaming is legal worldwide, worldwide brands will be a real advantage. And many sports books are looking to get a fresh start as poker rooms, not just a place to place a parlay.

BetVictor isn’t the first and they’re not likely to be the last. For all the developments in this ongoing story, be sure and check out our Online Casino News reports.

If you’re running sports focused affiliate sites, check out our article about the great synergy between online sports betting communities and affiliate casino sites.

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