Geographic
diversity
The world's best online betting service with markets in 28 countries and over 700,000 active customers worldwide
Global strategy, local execution
Our customers across the world live and breathe sport and our ability to offer a global service, that reflects their culture and passions, is a cornerstone of our business.
Betting behaviour is different around the world. In South American cultures they bet less frequently but the stakes are higher: in Nordic countries bets are smaller, more considered. Ice Hockey is only popular in Russia and other Eastern European countries and the Europeans are ardent basketball fans. Our skill lies in understanding and reflecting these different sporting cultures in the 28 countries where we operate.
A leading international player
We are a major force in Europe handling around 79 million bets during the year from over 400,000 active sports enthusiasts. Horseracing fans dominated the buoyant Australian market, placing part of the 29 million bets and following the Centrebet acquisition; Sportingbet
will be the leading player in this fast-paced market increasing our football and internet coverage.
We are making good inroads in markets where traditional betting routes are not well-established, allowing the internet to become the de facto standard from the start. Football is a national obsession in emerging markets – Asia, South America and South Africa in particular – making these attractive long-term prospects for growth.
Reducing risk
The depth and breadth of our geographic cover spreads our economic risk, diversifies our exposure to high profile matches and spreads the load on our systems as activity moves across the different time zones around the globe. It delivers economies of scale and puts our brand in front of circa 50,000 active players every day.