PokerStars owner Amaya has launched a new online sportsbook called BetStars.
It has gone live today in select countries on domains betstars.uk, betstas.eu and betstars.com and will be rolled out throughout 2016.
BetStars is accepting wagers on 25 sports including baseball, basketball, soccer, UFC and the NFL, along with an eSports offering for people that want to bet on competitive video gaming.
It also offers poker, and plans to add horseracing to the list of betting opportunities in 2016.
BetStars is offering enhanced odds on Premier League matches for new sports bettors, free bets on darts and money back on 0-0 draws in soccer matches among other offers to tempt new customers.
It is a soft launch, but Amaya has promised to go on an aggressive customer acquisition campaign in the first half of 2016.
Rafi Ashkenazi, CEO of Rational Group, a subsidiary of Amaya that controls PokerStars and BetStars, expects it to be “one of the most talked about sports betting sites in 2016”, according to a press release at TheStreet.
Ashkenazi has pledged to constantly bring in new products and features to ensure it will be set apart as a betting brand for true sports fans.
“We're applying the same dedication and passion we have for poker to sports betting, and intend to create an authentic, world-class offering,” he said.
BetStars will be available as an app on smartphones, with technology powered by UK software firm Amelco, which also supplies William Hill and Betfair.