NextBet has launched its operations in Australia by acquiring Brisbane-based bookmaker CrossBet, marking the first move in a larger plan to shake up the country’s middle-tier betting scene. The deal plants NextBet firmly in the market and signals its intent to grow by snapping up smaller competitors.
Founded in 2020, CrossBet made its name with a strong focus on racing — covering thoroughbreds, greyhounds, and harness events — along with major Australian sports and international competitions. It runs on BetMakers’ platform, known for live streaming, quick bet placement, and mobile-friendly design. The brand has gained traction with punters looking for solid odds and a smooth, responsible betting experience.
CrossBet founder Scott Cross will now lead the newly formed NextBet group. He described the company’s game plan as rapid expansion through mergers and acquisitions, coupled with investment in tech to meet the demands of a more competitive market.
Tech-Driven Growth and Consolidation Strategy
NextBet isn’t hiding its ambition. The company is targeting smaller, under-resourced betting operators who are struggling with tighter regulations and increased competition. By bringing these outfits under the NextBet umbrella, the group hopes to reduce overheads, improve efficiency, and boost customer engagement through tailored user experiences.
A key part of the strategy is tech investment. NextBet aims to improve customer profiling and personalization, helping it attract high-value bettors while maintaining user loyalty. To support its expansion, it’s also courting investors to speed up acquisitions and strengthen its tech stack.
The company believes Australia’s mid-tier betting segment is wide open for disruption. With PointsBet currently valued at about A$419 million, NextBet sees an opportunity for well-run, tech-forward operators to gain serious ground. Its plan is to become the go-to name in a space it views as lacking clear leadership.
What This Means for the Average Online Bettor
For everyday punters, NextBet’s arrival could bring better odds, slicker apps, and more tailored experiences — especially if the company sticks to its promise of improving tech and streamlining platforms. Those using mid-level bookies may see those brands absorbed and rebranded under NextBet, possibly with enhanced features and more polished interfaces.
Still, with consolidation comes the risk of less variety in the market. As smaller brands get folded into larger groups, bettors might have fewer distinct choices. But if NextBet delivers on its plans, users could benefit from a more consistent, responsive experience without losing the competitive edge that keeps odds sharp and promos attractive.
NextBet says more acquisitions are already in the pipeline, so Aussie punters should expect to hear the name a lot more in the months ahead.
