Perth entrepreneur Ben Hartman is placing a bold bet on the West Australian sporting market with the launch of his new venture, PlayWest. The AFL-focused wagering platform officially went live this week, marking Hartman's ambitious entry into the competitive Australian betting landscape.
From Herd on the Terrace to a New Gaming Frontier
Hartman is no stranger to the Perth business scene. He is best known as the founder of Herd on the Terrace, a popular corporate hospitality business that has become a fixture for sports fans and professionals alike. Now, he is leveraging his deep understanding of the local market and its passion for Australian Rules football to launch PlayWest.
The new platform is designed specifically with the WA audience in mind. PlayWest aims to differentiate itself by offering a curated betting experience centred heavily on AFL markets, a sport that commands a fervent following across the state. Hartman believes his local knowledge and existing networks give PlayWest a unique edge against larger, eastern-states-based corporate bookmakers.
A Local Challenger in a National Arena
The Australian online wagering industry is dominated by major players like Sportsbet, Ladbrokes, and Bet365. Hartman acknowledges the challenge but sees an opportunity to connect with West Australians on a different level. "We understand the WA punter," he has stated, emphasising the platform's local focus.
PlayWest's strategy involves more than just offering odds. The platform plans to integrate insights and content that resonate with local AFL fans, particularly supporters of the West Coast Eagles and Fremantle Dockers. This community-centric approach is at the core of its marketing plan to capture market share.
The launch follows a period of development and regulatory approval, ensuring the platform operates fully within Western Australia's gambling laws. Hartman has invested significant capital into the project, betting on the state's sustained appetite for sports wagering.
Implications for the WA Market and Beyond
The arrival of PlayWest signals a new phase of competition in Western Australia's digital betting scene. For consumers, it promises more choice and potentially, tailored promotions and betting options linked to their favourite AFL teams.
For Hartman, it represents a significant diversification of his business portfolio. The success of Herd on the Terrace provided the foundation and capital for this new foray. The move also highlights the economic confidence of Perth-based entrepreneurs willing to launch startups in competitive, high-stakes industries.
Industry observers will be watching closely to see if a locally-focused platform can successfully carve out a niche against multinational competitors. The performance of PlayWest in the coming AFL season will be a critical test of Hartman's vision. If successful, it could pave the way for similar regional-focused ventures in other Australian states.
As the new AFL season approaches, all eyes will be on whether PlayWest can convert local sporting passion into a sustainable and profitable business, adding a new chapter to Ben Hartman's story in Perth's corporate landscape.
