Amaya’s BetStars goes live in Italy

Amaya-owned PokerStars has confirmed the launch of its BetStars sports betting brand in the regulated Italian market.

Customers in the country can now access a beta version of the service on a web browser and via the operator's desktop poker and casino software.

The BetStars.IT site currently offers betting options on six sports with plans in place to expand this service offering in the coming months.

Punters will be able to place pre-match bets as well as in-play wagers on sporting events around the world.

Eric Hollreiser, vice-president of corporate communications at Amaya, said: “There’s huge crossover between poker consumers and sports betting fans and BetStars provides a safe, secure, convenient and trusted environment to place sports bets.

“Italian sports fans find betting enhances their love of the game as they put their wits, strategy and judgment to the test.”

Confirmation of the launch comes after Amaya last week said that it was hoping to expand BetStars into Italy and France ahead of this summer’s Uefa European Championship national football team tournament.

The company is yet to make any announcement regarding a launch in France.

Related article: Amaya targets sports betting in France, Italy ahead of Euro 2016