UK Casino and Poker Operator 32Red Plc (www.32Red.com) today announced the acquisition of Bet Direct (www.BetDirect.net) from Sportech Plc, for a total of £11 million plus account liabilities.

Bet Direct is one of the largest independent telephone and internet betting businesses in the UK, offering telephone, internet, interactive TV and mobile sports betting, as well as online casino, poker and fixed odds games.

The buy-out of the Liverpool based firm brings with it a strong database of customers, as well as excellent infrastructure, notably employees, software and content feeds.

Ed Ware, CEO of 32Red Plc, commented: “The acquisition of Bet Direct fits the strategic objectives of 32Red extremely well providing a much enlarged customer database and the ability to offer the full portfolio of betting and gaming products through a variety of distribution channels. Our combined UK focus has enabled both management teams to identify areas of marketing cross-over, area for review and customer recruitment and retention opportunities.”

“We welcome the staff and management of Bet Direct to the Group and look forward to an exciting period of growth and development.”

This latest news from 32Red comes on the back of their float in September 2005 on to the London Stock Exchange's Alternative Investment Market (AIM) as well as the announcement in April of this year that 32Red.com will be the official club sponsors of Aston Villa Football Club for the 2006/07 and 2007/08 seasons.