After working years in the sports betting industry of Australia, holding the position as the Chief Executive for William Hill Australia, Michael Sullivan is now back in the game. Sullivan has launched a new bookmaker titled BlueBet and will offer top quality sports betting options for punters.

Sullivan stated that the new sportsbook will offer top level customer service and personalized service that bookmakers that are foreign-owned cannot facilitate. Sullivan plans on leading BlueBet to become a top competitor amidst the many UK bookmakers already available. He will target the sports betting market in Australia due to his experience in this marketplace.

Sullivan stated that he really believes the big English bookmakers do not understand what the punter in Australia is after and BlueBet will be offering personalized service that will cater to such players. Speaking of his experience with Sportingbet, of which he was the leader of since 2002, Sullivan points out how punters were given a unique experience and they plan on using similar tactics with BlueBet. Sports bettors will be serviced whether they are a casual player or a high roller, wagering $1 to $100,000, according to Sullivan.