Top British betting brand Ladbrokes has officially launched in Australia, with their betting facilities going live today September 4, 2013.

Ladbrokes have acquired Australian company Gaming Investments, which currently owns and operates local online betting site Bookmaker.com.au, for the sum of $22.5 million.

There is further opportunity for ongoing payments based on future results.

With origins dating back to 1886, Ladbrokes has a wealth of wagering knowledge that spans across all types of racing and sporting codes.

The company already has an extensive presence in the United Kingdom, as well as Ireland, Belgium and Spain.

They will now extend their presence to Australia, where Bookmaker.com.au’s experienced team will administer the introduction of the new brand.

With an online betting facility that has garnered close to one million clients, Ladbrokes is certainly a worldwide industry leader in its field.

Ladbrokes’ International & Group Strategy Director, Damian Cope, is excited to deliver his company’s world-renowned service to Australians for the first time.

“Bookmaker.com.au has achieved strong growth since launch in 2012. The technology skills and highly experienced management team that have enabled that success will now help Ladbrokes establish a strong presence in Australia by delivering value, product innovation and a better customer experience,” Cope said.

Ladbrokes will add a number of new betting options to its Australian version of their established and trusted brand, including “Pick your own odds” and “Quickbet.”

Ladbrokes Australia’s General Marketing Manager, James Burnett, believes that the timing of the brand launch will suit punters looking for value during the upcoming spring carnival racing.

“We are excited to move into this next phase of the business as Ladbrokes.com.au,” Burnett said.

“With the Spring Racing Carnival just around the corner, customers will be looking at the Australian betting marketplace and assessing their options more closely than ever – and we look forward to demonstrating our enhanced services first-hand during this time.”

Ladbrokes’ Australia has been designed with the customer in mind, with proven usability and state-of-the art betting features.

With local experience and industry-leading facilities, Ladbrokes Australia is destined to take the country by storm.