Name change also consolidates smaller operations

Just prior to the start of the 2024 NFL season, we noticed a 'new' sportsbook had opened at Bookie.ag. Once we started to look around, we figured out that this was another brand from player-favorite America's Bookie. However, it turns out that America's Bookie is looking to appeal to a more global audience and has rebranded the sportsbook as Bookie.ag.

The America's Bookie operation has been around for over 20 years, in nearly the exact same spot they started in Costa Rica. And outside of a new URL and a website face lift, nothing has changed! The same people are in place and it is run by the same general manager as they day AB started in 2004.

We aksed a few questions about the new URL and sportsbook name:

OSGA: Why the name change and why now?
Bookie.ag - "It was finally time to gather all of our brands under one URL or roof, so to speak. Check out smaller brands that we've been involved with one way or another of the last several years -  1Vice, BetaGame and Bet33. You 'll find they are now part of Bookie.ag too."

OSGA: Was this strictly a rebranding or are other forces at work here?
Bookie.ag - "It just  makes more sense to save costs and really focus on one brand. For example, we are getting ready to rollout betting slips that are so popular now as part of  the wagering interface. We only have to inplement it on one website."

OSGA: What else can we expect out of the new bookie.ag?
Bookie.ag - "We are still paying same day via Bitcoin and we are still offering big bonuses of up to 100%, but we've loosened up the restrictions reagrding withdrawals and bonuses on re-ups. Larger players are already taking advantage of new, higher limits and customer service has been streamlined due to the brand consolidation."

We have seen this before, even back in the heyday of online sports betting offshore. At one point books tried to create niche brands, to  attract women bettors or MMA enthusiasts, but ultimately most reverted to their most well-known, usually original, 'flagship' brand. BetOnSports at one time had a dozen or more brands, but by the time they got shut down, there were four, 5Dimes bought up Sportbet only to absorb it a year later and Bookmaker gobbled up smaller brands, simply giving all betmaker, TCBets and other customers shiny new Bookmaker accounts.

So the beat goes on for one of what is now just a handful of sportsbooks that have survived in the online gambling industry for more than 20 years. With the new URL, Bookie.ag, dropping the Americas and with the consolidation and now ownership of some smaller books, "Bookie" dot AG seems ready for the next two decades.