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Online betting is one of the major success stories. The internet has transformed many industries and bookmaking has moved with the times. So, online betting has seen a massive growth since the end of the last century. So, now there is a huge selection of online betting sites. The core betting products are sports. Operators have added new products to online betting sites. The leading sportsbooks are now complemented by a casino, live casino, bingo, poker and slots.

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The first online betting sites began to appear at the end of the last century. Traditionally, customers bet over the telephone, in licensed premises and at the race track. However, there are now several types of online betting sites. These offer fixed odds, exchange and spread betting markets.

Here are some of the leading betting brands that dominate online betting in the UK and other parts of the world: Ladbrokes, William Hill, SkyBet, Bet365, Betfair. Ladbrokes and William Hill are traditional retail bookmakers in the UK that have an online presence. SkyBet, bet365 and Betfair do not have an estate of physical betting offices. They can focus their efforts and resources on the online betting part of the business.

Sports Bettingsports betting sportsbook review

At the start of the internet betting era, the traditional betting brands introduced sports betting as the main product. The trusted and familiar branding allowed the established bookmakers to introduce other gaming products. Online betting sites began to sponsor sports broadcasts and promote sporting events. Online betting sites have partnerships with clubs that play in the Premier League and Championship in the UK.

By far the most popular online betting sport is football. The most bet on competitions are the Champions League and English Premier League. Online betting on football receives a massive boost every two years. The World Cup and finals of the European Championships are both played on a four-year cycle. So, the three types of football online betting are pre-match, in-play and ante-post. Bookmakers have recently introduced customised betting. Hence, customers create their own multiple bet from a number of match outcomes.

The second most popular sport for betting online is tennis. It is a rare sport in that customers place more bets in-play than before the matches begin. Tennis lends its self to live online betting because of the fluctuations in the scoring and the odds. Cash out betting on tennis and other sports allows customers to close a bet before the final result to ensure a profit or limit the loss. Hence, the cash out value depends on the odds and stake of the original bet and the odds at the time of the cash out request.

Other Gaming Products

Most internet betting sites now also feature other gaming products. Customer can select from the popular table games at the casino. Live casinos replicate the betting experience at a bricks and mortar casino. Poker is now a hugely popular online betting game. Sites also offer a range of bingo games and fixed prize and jackpot slots.


Bettors place sports bets after opening an online betting site. There is a quick and easy registration process. This involves confirming acceptance of the site’s general Terms & Conditions. Customers create a new account and make an initial deposit and then start to bet. Hence new players can claim a welcome bonus which often comes in the form of free bets.


The registration process begins with a potential new customer visiting the Home Page of the brand. There is an ‘Open Account’ button which takes readers to the registration screens. The sign-up process involves entering personal and account details. Entering an appropriate promo or bonus code is optional. However, new players must specify an account Username and Password.
Once a new customer has populated the required fields, the individual must confirm acceptance of the site’s general Terms & Conditions and open the account. If there is an existing account with the same email or other personal details, the bookmaker will reject the new account. Operators confirm most new accounts immediately, so the customer then deposits funds and bets.

Banking Methodssports payment option

Online customers can select from a range of banking options. Deposits are immediate and free of charge. The most common deposit methods are debit and credit cards, prepaid cards, e-wallets such as PayPal and Bank Wire Transfer. Operators specify a minimum and maximum deposit. On occasions, bookmaker increase the upper limit at their discretion.
There are generally fewer withdrawal options than deposit methods. However, operators offer the main banking methods. Withdrawals are subject to delays of 2 to 5 days, depending on the method. Transferring funds from an online betting account is usually free, but some providers impose a nominal fee for withdrawing betting funds.

Customer Supportcustomer support and fairness

Existing customer can contact the support department of an online betting operation in several ways. The most popular methods are by email and telephone. Many bookmakers offer a Live Chat facility and have accounts with the leading social media platforms. Customer support offices are generally open for 24 hours on each day of the week.

WELCOME OFFERS AND PROMOTIONSDeals sports betting promotion

Acquiring new customers is a major part of an online betting operation. Bookmakers invest in promotions and concessions. Many of these come in the form of free bets. However, UK operators, in particular, must comply with stringent rules when offering free bets. The regulatory bodies demand that the Terms & Conditions are transparent and the welcome bonus is achievable. A bookmaker’s welcome bonus complements ongoing promotions for existing customers. The overall portfolio provides an incentive to open an account, deposit funds and place bets. Bookmakers offer a package of promotions for new and existing customers.

Welcome Bonuses

Online betting welcome bonuses generally come in the form of free bets. A typical welcome offer is subject to the following Terms & Conditions:

  • New customers only and existing customers are not eligible.
  • Initial deposit after opening the account.
  • Customer cannot use some deposit methods.
  • Qualifying bet in line with odds restrictions.
  • Cashed out bets do not count.
  • Rollover amount before the funds can be withdrawn.
  • Free bets stake is not included with any winnings.
  • Bets usually expire after 30 days or sooner.
  • Operator General Terms & Conditions apply.

A welcome bonus is typically a 100% matched deposit bonus if the deposit amount is the same as the free bet. The offer can also be a 100% matched bet bonus when the value of the first bet equates to the bonus. There are often time restrictions for the placement of the qualifying bet. The best online betting welcome offers combine achievable rules and a decent amount. They must comply with regulations related to free bets.

Ongoing Promotions

Online betting sites also reward the loyalty of current players with a package of ongoing promotions. These offers can be generic across all sports or sport and event-specific. The most common promotions for all customers are free bets, odds boosts and acca insurance. Ongoing promotions can be time-specific when they are related to a sporting event. So, bonuses for existing players can be a good incentive to create an account and bet on sports and other products. Several UK betting brands offer Best Odds Guaranteed (BOG) on horse racing meetings in the UK and Ireland. Non-runner/no bet is another concession for major races over jumps and on the Flat. Customers can cash out bets on a range of sports and in-play events.

BETTING APPSMobile apps sports

The online betting industry has now reached the stage where more bets are placed on mobile devices than desktop computers. Mobile betting suits the live betting model. Bookmakers have developed fully functional mobile apps which allow their customers to place bets while on the move. There are usually no mobile-specific offers, but mobile users can claim the general welcome offer and enjoy the benefits of ongoing bonuses. Mobile players can access online betting apps from many devices, including iOS and Android.

iOS Apps

Potential new players can download the app for iOS devices from the App Store. Customers search for the name of the betting brand and begin the download procedure. Mobile apps for the iPhone are fully functional and mirror the PC version of the online betting site. So, markets can be reached with a few taps and navigation is aided by Quick Links. The website can be installed on iOS devices as long as the browser is mobile-optimised.

Android Apps

A bookmaker app for Android cannot be downloaded from Google Play. This app store has banned betting related content. However, the website of an online betting operator can be installed on Android devices when the browser has been set up for mobile devices. The app is fully functional and offers the same account management and betting features of the desktop computer version. Hence, the Android apps offer a live betting interface with live streaming or an animation of the progress of play.

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