To have a gambling site go big today, especially in such a competitive market, says a lot about its strategy. After all, operators aggressively advertise welcome bonuses like free spins and risk-free offers in an effort to outdo each other and attract players to their platform. While some had the backing of big-name multinational entertainment companies or heavy financial muscle, others started with much more modest resources.
But factors unique to the UK gambling scene also contribute to their global success. The UK Gambling Commission has made a name for itself as a rigid and highly respected regulatory body that sets the standard for UK operators. Complementing this strong regulatory framework is a robust tech infrastructure with mobile-first apps, in-play betting, and a passionate local market that craves sports betting and casino action. With a deep-rooted British sports culture at its core, the sports fandom fuels the country’s enthusiasm for gambling.
The UK has no shortage of gambling sites that have reached globally acclaimed status, becoming household names that spark excitement. Let’s take a look at a few of them below.
Betfred
Betfred owner Fred Done left school at the age of 15 and worked in his father’s illegal bookmaking business at the time. Eventually, at 24, he opened his first betting shop with his brother, using winnings from a gamble on England’s victory in the 1966 FIFA World Cup. Their experiences learning the ins and outs of notoriously gritty bookie shops at the time paid off, as they knew how to look after the books and successfully manage a business in the industry. By the mid-1980s, the pair boasted more than 70 shops and continued to develop their brand.
Thanks to a blend of acquisition and organic growth, innovative developments like Betfred TV, and an ahead-of-its-time digital platform launch that featured extensive offerings relating to sports betting and online casino games, Betfred quickly became one of the biggest global independent bookmakers. It also has a full-service online gaming operation with a poker room, bingo, live dealer games, and casino favourites, rivalling other elite UK gambling businesses in the region.
Bet365
Browse for top-rated gambling sites for international players in legal markets worldwide, and more likely than not, you’ll see Bet365 on that list. Operating in the UK, Australia, Canada, Brazil, and beyond, it became a dominant force early on in the industry, even during its early days in Stoke-on-Trent. Its success may also have had something to do with the £15 million investment in the business. Bet365 featured a wide selection of niche and less mainstream sports and amateur competitions, which helped give it a clear advantage over competitors. And once the U.S. Supreme Court ruling on sports betting allowed U.S. states to regulate the activity, the company instantly announced plans to launch there and partner with the Hard Rock Hotel and Casino in Atlantic City.
Bet365 is known for constantly being on the ball, launching new and relevant additions to their portfolio across different jurisdictions. For example, their “Sub On Play On” feature in several European regions guarantees bets placed on specific players stay valid even if they are subbed off. Bet365’s heavy emphasis on football fandom on the continent showcases that it pays close attention to what matters to bettors.
William Hill
Started by William Hill, Hill’s unconventional foray into bookmaking and sceptical attitude toward legal betting establishments meant he operated on the fringes of the industry at first. However, investors saw plenty of potential in the company, which is why it changed hands many times. When it was finally listed on the London Stock Exchange in 2002, the company began acquiring greyhound stadiums, reflecting Hill’s enduring passion for greyhound derbies. Then, it bought 624 betting offices in the UK alone, partnered with software company Playtech to improve its online operation, and worked hard to build one of the most recognisable names in UK gambling.
William Hill now operates 1,414 betting shops, employs 12,000 people, offers online casino games and sportsbook operations, and takes combating underage gambling and responsible gaming very seriously. It also capitalises on innovative product enhancements, including their most recent launch of 300 new Virtual Sports events, elevating the customer experience. The company now entertains players through betting and gaming in 10 locally licensed countries, including the UK, Ireland, Italy, Spain, and Sweden.
BetVictor
Founded by greyhound racing track owner William Chandler in London in 1931, BetVictor began as a traditional bookmaking business. At the time, gambling was still seen as shady business, and the public’s opinion of bookmakers was far less favourable than it is now. The company closely followed the evolution of betting in the UK, quickly responding to changes in legislation, opening physical betting shops on the High Street and becoming one of the first to establish their online presence. After Chandler’s passing, his son Victor took over, which gave the company its name.
BetVictor was founded on racing and still maintains strong ties to the sport today. It’s a key area for sponsorship deals, along with snooker and darts, which are unconventional choices that set the brand apart from the football-heavy focus of other major operators. The company also boasts a comprehensive online casino, with thousands of games, live dealers, top-quality video and audio, and strong security. It has successfully defined itself as ‘The Gentleman’s Bookmaker’ because of its notable customer service and distinguished brand identity.
