Chapter 1 – Introduction
Gaming sites by genre, December 2015
Betting exchanges
0.33%
Games
1.45%
Forex
3.22%
Binary options
5.07%
Lotteries
5.81%
Poker
9.16%
Fantasy Sports
0.52%
Spreadbetting
0.55%
Casinos
34.85%
Bingo
12.68%
Sportsbooks
21.13%
Live Dealers
26.37%
Source: ZagZig Media analysis of Online Casino City data
The top 10 digital sportsbooks and racebooks globally ranked by popularity in December 2015 include
four of the top 10 brands from August 2015, namely Bet365 which has retained its number one
position and Paddy Power, William Hill and Ladbrokes. The top 10 are as follows:
1. Bet365 Sportsbook & Racebook
2. William Hill Sportsbook & Racebook
3. Paddy Power Sportsbook
4. Sportsbet
5. Sky Bet
6. TAB Racing and Sports
7. Ladbrokes Sportsbook & Racebook
8. Bet365 Spain Sportsbook & Racebook
9. TAB Sportsbet
10. PMU
Consumer-facing betting sites are typically provided by the following types of organisation:
Betting companies with strong land-based brands
In the early days of digital sports gaming, high street betting companies such as William Hill, Ladbrokes
and Coral had the advantage of an established brand that should have made it easier to attract online
customers than unknown brands. However, some of them were not as quick off the mark as their
competitors without land-based operations and initially lost out to the likes of PartyGaming, 888 and Bwin.
Bet365 is the leading digital sportsbook globally at the time of writing according to popularity and is
an example of a bookmaker that sold off its high street shops to concentrate fully on being an online
proposition. Bet365 has grown into one of the world’s largest digital gaming companies with its
reported figures in fiscal 2015 showing profits of £400m.
18 Digital Sports Betting