[Illusion]

Tradewinds Group (SBR rating B-) to be rebranded as "JustBet." Regency Sportsbook (SBR rating B-) will be the first sportsbook in the family to move its players under JustBet.com August 1st, 2006. Tradewinds General Manager tells SBR that the company plans to push the new brand, which won’t use the inconvenient extension ".co.cr." Tradewinds hopes to experience the same recognition and growth that Grand Central Sports achieved when it transformed to Nine.com, prior to being acquired by Leisure & Gaming plc. Tradewinds has been upgraded to B- after seven months without a player complaint. SBR is scheduled to meet with ownership and management in July.

[JoshW]

I don't figure this can hurt them. Those customers they have will just move with them, and the brands they already had were never very promoted beyond credit packages.

[Bill Dozer]

Tradewinds nice book, lots of Post up but nice credit packages from Vegas and Cal...

The name change is a mystery..I know the owner hit a few bumps back in the day, people still upset over that..If he is trying to dump the biz, good time to change the name and sell it with new branding..

Getting a .com versus a co.cr (or was it cr.co?) is a good start. When I was playing there I don't think I ever made it to the real site on my first try. Alot of books are looking to bodog their brand. From Nine to VIP.com to Youwager, books are doing what they can to make it easy for the newbie to find them. We will see a few more of the bigger names switch it up this year.