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Founded in 1998, Sportingbet Plc is the parent company of its major brand, Sportingbet and has been listed on the Alternative Investment Market of the London Stock Exchange since 2001. Sportingbet operates under licenses from the UK, Australia, Alderney, Italy and Antigua.

Sportingbet is one of the world's leading online gaming companies, spanning 30 different markets across Europe, Australia, Canada and South America. Offering a wide range of products, including an award winning sportsbook product and casino, poker and virtual games, Sportingbet is the online gaming retailer of choice.

This section of our website is aimed at finding out some more about Sportingbet and what makes us tick. From biographies of Our Board, to an in depth look at Our Strategy, and then a timeline of the key events in Our History, About Us should provide you with all the information you need. If its missing something, simply drop us an email and we'll endeavour to respond as soon as possible.

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Our Vision
Sportingbet was confirmed as ‘the most powerful firm in global egaming’ by leading industry magazine ‘eGaming Review’, coming top in its ‘Power 50’ industry review. Naturally we intend to maintain our market leadership with increased turnover and improved profitability, and also by strengthening our geographical reach and brand portfolio.

Mission
Our mission is to be the leading operator of interactive licensed gambling in selected target markets.

Aim
Our aim is to provide adult customers with high quality gambling and gaming services in an environment that is convenient, entertaining, fair, regulated and secure.

Marketing Strategy
Sportingbet operates a localised sportsbook branding strategy, which has proven successful, and remains a point of difference against our competitors. Our websites are tailored to the specific needs of the local market, offering a localised range of betting opportunities and a range of other gaming products.

All our brands are underpinned by the 'Part of Sportingbet Plc Group' message, which gives our global customer base the trust and confidence they look for when chosing a gaming brand. In contrast to this localised approach, we believe ‘global brands’ are key in certain product areas. In poker, for example, we promote ‘ParadisePoker.com’ as our poker brand across the world. Poker is a global game which transcends geographical boundaries. Customers have confidence in a tried and trusted poker brand with a reputation for offering leading software and a great poker-playing environment regardless of nationality.

We back up this strategy with a strong customer service ethic and we provide channels for customers to contact us 24 hours a day, 7 days a week, in their local language via email, phone or live chat on our websites.

The trust that our customers have in our brands is an important factor in our strategy. Online gamblers are naturally reassured by our on-screen message that Sportingbet Plc is a public company, listed on the Alternative Investment Market of the London Stock Exchange. They appreciate the transparency and clarity of our financial dealings. Our Customer Charter and Code of Conduct give additional reassurance.

Leveraging our strong brands and wide product range, we aim to drive increased volumes through the business. As we pursue this strategy we’ll demonstrate the true scalability of our online betting business model.

Our priority is to continue to expand market share in our core markets. We’ll also continue our expansion into the world’s emerging gaming markets.
Different cultures. Different customers. A customer centric strategy.

Corporate Contacts