Australian Gambling – Irish betting giant Paddy Power has decided to end the brand in Australia, effective from today, August 5th.

Paddy Power has made the decision to migrate IASbet members over to its flagship Australian brand – was bought out by Paddy Power in 2009 during an aggressive leap into the Australian online bookmaker market. After purchasing Sportsbet just months before, Paddy Power made a $40 million deal to purchase International All Sports (IAS).

The brainchild of Australian bookmaking legend Mark Read, IASbet was one of Australia’s fastest-growing wagering brands at the time of the takeover – its future has been under constant speculation since the purchase.

That future was officially ended today.