A FIRM of North-East bookmakers has re-branded its betting shops after nearly doubling turnover and staff numbers in the past two years.

County Durham company Reuben Page launched as Pagebet yesterday and announced that it was sponsoring a new steeplechase at Newcastle Racecourse.

The Consett-based firm also announced expansion plans, with an increase in its number of shops, the launch of its online betting facility and a move to £1.5m head offices in Belmont, Durham.

Director Austin Carney and managing director David Archer acquired the company in 1989 and have seen the number of betting shops increase from six to 47 and turnover increase from £26m in 2003 to a projected £60m this year.

"Betting has become a much more acceptable past time and the Government's taxation changes over the years have made betting more accessible to the general public," said Mr Carney.

"The whole betting culture has become more user-friendly, helped by the explosion in football and the continued popularity of horse racing."

Reuben Page was established in Consett in 1918 and the majority of its betting shops are in County Durham and Tyne and Wear.

At least three new shops are due to open this year, with the company investing £150,000 into each of the premises on Skinnergate, in Darlington, at Market Weighton, East Yorkshire, and at Crosspool, in Sheffield.

Staff numbers have increased from 132 to 245 and the relocation of company headquarters by the end of the year will pave the way for even more positions.

In May, the company signed a contract with Optical Mark Systems (OMS) to supply sports betting technology, which incorporates Internet and telephone betting, across all its shops.

The move enabled it to create an interactive betting website, www.pagebet.com, which will be up and running by the end of the month, opening the doors to customers nationwide.

Mr Carney said: "This deal with OMS has allowed us to become a one stop shop for all betting needs - the system really is ahead of the game."

Reuben Page will phase in its identity as Pagebet over the coming months. The company will sponsor the three-mile steeplechase - the £60,000 Pagebet Rehearsal Chase - at Newcastle Racecourse in November.