In a short statement on its website, which was then shared across its social media channels, BetBull confirmed a "difficult decision" had been made, before directing customers to an FAQ section that included key dates.
On its social media post announcing the news, the company used a setting to ensure only people BetBull had mentioned in the post could reply (meaning no one, as it had not tagged a single person).
Its post said: "BetBull will soon cease all gambling activity; however, customers will be able to log into their accounts until 03/07/2022 to withdraw their funds as normal. The BetBull Customer Support team will process any manual withdrawals after that date. Customers can contact BetBull Customer Support via email."
The decision comes rather suddenly, given the fact BetBull had embarked on a new advertising campaign in the UK within the past 12 months – featuring none other than football icon Eric Cantona.
The operator placed great emphasis on the social aspects of its betting experience but, without speculating too much, it appears these features have not caught on. The hashtag #NeverBetAlone frequents the brand's Twitter biography.
In October 2018, US operator Wynn Resorts purchased a 22.5% stake in the company, although Wynn Resorts itself has openly discussed the challenges of competing in the online market in recent months.
Rumours abounded that Wynn Resorts will sell off its sports betting and digital arm, especially as Wynn Interactive sees such a small share within major US markets.
As for BetBull, however, which had a UK licence, 3 July will mark an official end to its gambling activity.
