There are thousands of betting brands around the world today and the number is still growing. The number of countries and territories where gambling is now legal has also increasingly grown since the late 2010s, and the trend is continuing.
These betting brands range from small local brands operating only in certain regions to global brands covering numerous countries. Here, we would like to introduce some of the best betting brands and analyze and evaluate their functionality and reliability.
1 Bet365
- Headquarters: Stoke-on-Trent (UK)
- Active in over 35 including the UK, US, Germany, Australia, Japan, Brazil, and Mexico
- Betting Features: live betting, cash out, bet share, live streaming, bet builder, Match Live and Race Live, edit bet
Founded in 2000, Bet365 is a UK-based betting firm, currently active in over 35 territories in the world including the UK, US, Germany, Australia, Japan, Brazil, and Mexico. Its headquarters is located in Stoke-on-Trent with more offices in Manchester, Gibraltar, Malta, Bulgaria, Armenia, and Australia.
bet365 is considered one of the best bookmakers in the world. It is particularly adept at introducing a variety of new betting technologies that would bring its user experience to the next level, with, for example, live-betting and cash-outs being trademark features of Bet365’s bookmaker in particular.
Since its launch, bet365 has won numerous awards and accolades in the iGaming industry. In December 2022, the brand won SBC Bookmaker of the Year for the third consecutive year.
2 Betway
- Headquarter: Gżira (Malta)
- Active in the UK, Malta, Italy, Denmark, Spain, Belgium, Germany, Sweden, Mexico, South Africa, Portugal, Ireland, Poland, France, Argentina, US and others
- Betting Features: live streaming, live betting, bet builder, cash out
Betway, founded in 2006, is also known as a British bookmaker that shares its popularity with its rival, Bet365. With their headquarters in Malta, alongside satellite offices in London, Guernsey, and Cape Town, they hold licenses in various territories including the UK, Malta, Italy, Denmark, Spain, Belgium, Germany, Sweden, Mexico, South Africa, Portugal, Ireland, Poland, France, Argentina, and the United States.
Additionally, the brand was active in some territories off-shore. “Betway was definitely one of the most popular bookmakers in the Japanese market,” says Masa Sasajima, an online gambling expert who runs betinjapan.com. However, in 2024, they stopped accepting new customers in gray territories like Japan and India.
Betway’s logo can be seen at numerous sports events and matches as the brand has sponsored many sports events, teams, and individual athletes. Till today, Betway sponsored both British and International events and teams such as West Ham United, Arsenal, Atlético de Madrid, SA20, and NBA.
3 Betfair
- Headquarters: London (UK)
- Active in more than 40 territories in the world
- Betting Features: bet exchange, live betting, cash out, bet builder
Betfair is yet another British bookmaker that operates from its headquarters in London, with satellite offices in Ceuta, Dublin, Leeds, and Malta. The firm was founded in 2000 by Andrew Black and Edward Wray and, in 2016, merged with an Irish betting company Paddy Power to launch Flutter Entertainment.
Additionally, Betfair also owns multiple betting sites and betting-oriented media, including Adjarabet, Betfair, BetEasy, FanDuel, Fox Bet, TVG Network, Timeform, SkyBet, PokerStars, and Paddy Power, which earns over $5.80 billion in revenue yearly.
Betfair is known to be the first betting company to sponsor an English football team, featuring on the kit of Fulham in the 2002–03 season.
4 Betsson
- Headquarters: Stockholm (Sweden)
- Active in more than 25 countries in Nordics, Europe, Latin America and Africa
- Betting Features: live streaming, live betting, cash out, bet builder
Betsson is a bookmaker owned by the Swedish online gambling firm Betsson AB. Betsson’s history can trace its roots back to 1963 when they provided slot machines to restaurants in Sweden. Currently, Betsson Ab owns more than 20 online gaming brands, including betFIRST, Betsson, Betsafe, and NordicBet, and Betsson is the company’s flagship brand.
After they announced their plans to launch in Mexico in 2021, Betsson has actively expanded its presence in Latin America, being a regional sponsor of the 2021 Copa América, as well as the main sponsor of Boca Juniors in 2023, meanwhile, they also made sponsorship with the Greek Football Cup in 2023, and primary sponsorship of Inter Milan.
5 888sport
- Headquarters: Gibraltar (Spain)
- Active in more than 25 territories: France, Hungry, South Korea, USA, Australia, Germany, Indonesia, Romania, Thailand, Belgium, Denmark, HK, Italy, Singapore, Spain, Turkey, Kuwait, Cuba
- Betting Features: cash out, live betting, bet builder
Launched in March 2008, 888sports is an online sports gambling brand under Evoke (formerly 888 Holding). The brand’s headquarters is in Gibraltar, Spain, and is active in more than 25 territories in Europe, Asia, the Americas, and more, accepting multiple currencies.
In March 2019, 888 paid £15 million for Dublin-based Dedsert Ltd, which provided the sportsbook platform for UK-licensed bookmaker BetBright. 888’s parent company, Evoke, which makes an annual revenue of around $850 million, also owns one of the most renowned bookmakers, William Hill.
LIke other bookmaker brands, 888sport started their partnership with sports leagues and events, with a sponsored stand at Fontwell Park Racecourse in 2010. Since then the brand has partnered with Brentford F.C. (2016–17), Preston North End F.C. (2016–17), as well as Shamrock Rovers F.C. (2021–23).
6 BetMGM
- Headquarters: Jersey City (USA)
- Active in over 20 territories such as the US, UK, Australia, Bangladesh, Canada, France, India, Iraq, Switzerland, South Korea, Mexico, Philippines, Poland and South Africa.
- Betting Features: live betting, live streaming, cash out, edit bet
Founded in 1986, Las Vegas-based MGM Resorts International is a renowned player in the hospitality and entertainment industry, especially known for its destination resorts, but also currently one of the most rapidly expanding online betting firms in the world.
Following the US Supreme Court’s ruling that struck down the sports betting ban in 2018, the casino veteran that owns properties including MGM Grand Garden Arena, Luxor, Mandalay Bar, Bellagio, and Excalibur, announced the launch of a sports betting and online gaming platform targeting the US market.
The fast-growing betting brand was awarded sports betting licenses by the New York State Gaming Commission. Since its launch, the brand developed its partnerships with major North American professional sports leagues and teams such as the NBA, NHL, and MLB, as well as several teams from the NFL. Additionally, in January 2024, BetMGM became a partner for X (formerly Twitter), to integrate sports betting statistics and direct link to BetMGM onto the platform.
