Matt Tripp hoping to betr the competition

Matthew Tripp is set to launch his new betting venture betr next week ahead of the Caulfield Cup and The Everest.

Tripp has teamed up with News Corp Australia, Las Vegas-based Tekkorp Capital, and ASX-listed BetMakers Technology Group to launch the new betting brand named betr which will launch with an app and desktop site betr.com.au.

“We haven’t re-entered this market to play second fiddle to anyone,” Tripp told Nine.

“We want to grow sensibly through (marketing and advertising) and organically with the partnerships that we forged with everyone.

“We believe we will be — certainly a tier one operator very quickly — but in time the most prominent brand in the country.”

The team is set to leverage News Corps media outlets to push the brand and gain a slice in the lucrative yet competitive betting landscape in the country.

Betr chief executive Andrew Menz told Nine newspapers: “The genesis of the idea is the wagering company, media organisation partnership.”

“We’ve seen that model work so spectacularly well with Sky BET in the UK and we saw that model as the one that could supercharge the growth of an existing company … and the way to launch a start-up.”