Bet365: What drives the appeal for one of UK’s leading betting sites?

Recent YouGov data reveals that Bet365 is the top betting site in the UK. According to data from YouGov Global Gambling Profiles, the percentage of gamblers in the UK who said they used Bet365 in the past week rose from 19% in October last year to a high of 24% in January before settling at 22% on January. Over the past 12 months, the percentage of gamblers who say they have used Bet365 in the past week stands at an average of 22%.

It is worth noting that Bet365 is the most used betting site across all strata of bettors, sharing the joint top spot with SkyBet among those who stake between £1-£100 each month (19% each), but taking the lead among those who wager between £101-£500 monthly (31% vs 27%), and further extending that lead among those who stake more than £500 each month (30% vs 20%).

But what is the Bet365 customer base like, what activities do they gamble on, and how are they different from customer bases of other betting brands?

Unsurprisingly, sports betting is the most popular betting activity on Bet365 with 87% participation. Slots stands a distant second, with just under a fifth of Bet365 account owners (18%) saying they use their account for that activity, followed by virtual sports at 13%.

Poker and other casino games (excluding poker) both hold a 12% share. While traditional sports betting is the primary attraction, a significant portion of users also engage in various gambling activities, albeit at much lower rates.

But what drives the preference for Bet365 among so many UK bettors? Looking at the factors cited as important when choosing a betting brand may offer clues. The most significant factor for Bet365 users is having the best odds (64%), which is the highest among five most used betting brands in the UK. A user-friendly website or app is also crucial (61%), with only SkyBet (64%) users more likely to cite that as an important factor. Promotions (37%) and a wide selection of matches/events (31%) are moderately important, with Bet365 leading in the latter category compared to other brands.

Additionally, ease of deposit/withdrawal (30%), loyalty benefits (29%), and a good selection of bet types (26%) are notable factors. Fun (25%) and the availability of slots/games (21%) are of lower priority but still relevant. Finally, having a wide range of gambling types (21%) is valued, though not a top consideration.

Methodology: YouGov Global Gambling Profiles is based on continuously collected data from several sources, rather than from a single limited questionnaire.