The popularity of online gambling has increased dramatically over recent years. Mature markets like the UK have seen established trackside and shop-based brands make the transition to online products – some more successfully than others – while undeveloped markets such as in South America have truly exploded into life.
With this increase in activity comes an increase in the number of companies who see running an online gaming platform as a money spinner. After all, when done right, online bookmakers can generate serious profits – Bet365’s directors, for example, were able to pay themselves a total of £529m during the year ending March 2020.
However, there are also many other companies that don’t get it right – some are downright dodgy and out to make a quick buck using shady practices; others get caught up in heavy marketing spend trying to break into competitive markets and end up falling by the wayside. Therefore, it’s important to know what to look for when you choose an online bookie to bet with.
Read trusted reviews
A great way to get all the information you need on multiple bookies in one place is to find a reputable bookmaker comparison site. A good comparison site will show you a top list of online bookmakers, along with information on key aspects such as sign-up bonuses and payment methods.
Look for sites that have in-depth reviews written by people who really know their stuff and who aren’t afraid to point out the negative aspects of each online betting site. On a well-written and well-researched review of the bookie you’re interested in, you should be able to find all of the information discussed below in this article.
Look for licenses
One of the easiest ways to verify the basic legitimacy of an online bookmaker is to check which license(s) it operates under. This is very easy to do – the information can almost always be found at the bottom of the bookie’s homepage, and strict UK legislation means that license information is also generally included in marketing materials such as promotional emails. Another simple way to check is via the database on the UK Gambling Commission website.
The best possible protection you’ll get as a punter is by betting with a bookie that holds a license issued by the UK Gambling Commission. You’ll find that some bookies operating in the UK also hold a license from the authorities in jurisdictions such as Malta (an EU iGaming hub). Holding licenses in multiple jurisdictions is another tick in the credibility box for an online gambling company.
Browse the news
It sounds simple, but it’s always worth doing a quick search of recent news stories – for example, on Google or Twitter – relating to your bookie of choice to see if there are any that stick out. Some online gaming operators hit the headlines for all the wrong reasons – the recent debacle surrounding Football Index being a prime example.
Examples of red flags to look out for are stories of customers not being able to withdraw winnings or bookies facing legal action for any reason – for example, if the company has declared bankruptcy or has failed in its duties as a responsible operator (e.g., by encouraging problem gamblers to continue placing bets).
Check credentials
A lot of what we have discussed so far relates to actions you can take before you even visit the actual bookie’s website itself. Once you navigate to your online bookmaker of choice, there are more ways that you can check its credentials and credibility.
One way to check if a bookie is a real deal is by looking at what products and features they offer. For UK online bookies, you’d expect to see a strong football and horse racing offering and a wide range of other sports available to bet on, too. If features like in-play betting, live streaming, and cash out are available then that’s generally a good sign.
Weigh up the odds
You can also look at the prices and odds on offer. The simplest way to assess the odds is to compare them with a bookie that you know to be reputable, for example, a long-established brand. The odds on any given market are unlikely to be exactly the same across different bookmakers, but they will be within the same ballpark.
If the bookie you’re looking at has a favorite in a major event that’s significantly shorter than the price offered by more well-known bookmakers, you might want to consider whether it’s worth placing that bet. After all, long-term success in sports betting is all about finding value.
It’s also worth trying to find out who is supplying the odds. Some of the big names in the market have the resources to price up markets themselves in-house, but many others rely on specialist sportsbook companies, like Kambi, to supply the odds for their site. If the bookie is partnered with a top provider, it’s usually a good sign.
Asses the UX
Like with any website that you visit, UX is extremely important. What is the customer experience like? How easy is it to navigate to the markets you want to bet on? Are pages slow to load or buggy? Any online bookie worth its salt will make UX a top priority as they know that the competition is so high in the UK market that punters will quickly head elsewhere if the quality of the site is not up to scratch.
It’s also key that a bookie is able to provide a strong mobile offering too, whether that’s via a responsive mobile site or ideally a dedicated mobile app. After all, a majority of UK punters now use mobile devices to place bets.
Customer service
The best online bookies in the market tend to have first-class customer service. Like with any product you’re spending money on, it’s good to know where you stand if you’ve got a query.
The most convenient way to get your questions answered is often via live online chat, and thankfully a large chunk of top bookies offer this now – with many chat services available 24 hours a day. Other reassuring signs are the availability of a customer services telephone number, email address, and social media accounts.
Conclusion
As you can see, there are lots of ways that you can assess an online bookie before you even get close to putting your hard-earned money at stake. The best bookies will score highly on all of the above points, and you’ll be able to wager safely in the knowledge that you have the support at hand should you encounter any difficulties or need to dispute anything.
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