Bookmaker William Hill’s Australian division has revived its dormant Centrebet brand only months after streamlining its down under operations into a single corporate presence.

On Tuesday, William Hill Australia formally announced the rebirth of its Centrebet website and mobile app, which is being positioned as the home of the “serious” racing bettor. Hills Australia CEO Tom Waterhouse said Centrebet was “the only option for all punters who want the best price and the only place the professionals can get a big bet on.”

Hills acquired Centrebet in 2013 as part of its £455m takeover of Sportingbet’s regulated market business, then quickly announced that it would consolidate its entire Australian operations – including Centrebet, Sportingbet and TomWaterhouse.com – under the William Hill Australia banner.

The laborious customer migration was finally completed last year but this week’s announcement suggests that the numbers didn’t support the brand unification strategy, which had been intended to avoid “confusion” in the market. Former Centrebet punters reported receiving email and social media come-ons in late December hinting at the brand revival.