Odds Brothers / Bookmakers / Sky Bet Sports

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Who is Sky Bet? Sky Bet is an online betting service which also offers a mobile service and allows Sky TV customers to place a bet through their television if they have the internet connected to their Sky box. Their tagline “It matters more when there’s money on it” works really well and they have…

Who is Sky Bet?

Sky Bet is an online betting service which also offers a mobile service and allows Sky TV customers to place a bet through their television if they have the internet connected to their Sky box.

Their tagline “It matters more when there’s money on it” works really well and they have been able to advertise and promote this through their coverage of football on Sky Sports to make it synonymous with their brand.

Sky Bet also offer a range of other betting services including Sky Vegas, Sky Casino, Sky Poker and Sky Bingo.

Markets on offer at Sky Bet

Everything you’d expect to find from a leading bookmaker is available on Sky Bet’s website as they cover horse racing, football, greyhounds, novelties and a host of other sports. Their most popular products seem to be horse racing and football as they are both featured in their top sport section.

Sky Bet offer a host of different football specials for customers, including transfer specials. These are really popular during an open transfer window in which they are able to promote their odds on Sky Sports News at a time when these markets are likely to be very topical.

Extra on offer

Sky Bet are very fortunate in that they are able to offer their customers the sort of video and written content that none of their competitors would be able to get hold of. The majority of this has come from Sky Sports. Top pundits such as Jamie Redknapp, Alex Hammond and Sir Ian Botham give you tips in their respective sports, so in terms of the tipsters on offer, Sky Bet are head and shoulders above the rest.

At the top of Sky Bet’s home page there is a yellow ticket, which is very similar to that on Sky Sports News. This keeps you in the loop in terms of the top headlines at that given time.

Help on hand

There are three ways to contact Sky Bet if you encounter any problems with their website or service. The quickest is their live chat facility, which can be opened under the ‘contact us’ section. This will ensure your query will be handled straightaway. If you are not in a rush for a response, you can e-mail them and you are likely to get a response within the same day. The third option is to telephone the customer service department, if you’d prefer to speak with someone verbally.

Design of website

Sky Bet has chosen to use a simple approach to the website but it really does work. An A-Z of the sports they cover is on the left side of the page, while there a number of quick links to markets which are taking place on that day or in the near future.
In the centre of the page, a lot of emphasis has been placed on live betting. Sky quite clearly prioritise events which are in-play or about to go on under the upcoming events section.

At the bottom of the home page, all the payment methods are clearly stated and there is a FAQ section where you can read more about deposits, withdrawals, terms and conditions and other topics.

Football League sponsorship

In 2013 Sky Bet became the sponsors of the Football League and this deal appears to have helped the company become more recognisable. Although Sky Bet have the luxury of promoting their betting channel through their TV service, this sponsorship has ensured those who don’t subscribe to Sky become award of the brand.

Sky Bet have been working closely with all 72 Football League clubs to offer their customers tickets for various matches , while also giving their followers on Twitter behind the scenes coverage of their clubs.



Frequently Asked Questions

  • How do bookmakers work?

    Bookmakers are traditionally known as the ‘accountants of the horse racecourse’ and this is for good reason. They take money as stakes on various outcomes of a race or contest and they pay out money to those who predicted the outcome correctly.

    The aim of this ‘accountant’ is of course so that when the balance sheet is drawn up, a profit has been made by the bookmaker. To achieve this, they try to offer odds that are actually smaller than the probability of the outcome actually turning out that way.

    The odds offered by the Bookmakers when a given event is added up are therefore higher than 100%.

  • How are odds determined by Bookmakers?

    If a bookmaker offered odds of, say, 6/5, it would always be to the bettor’s advantage. You would then bet, say, £50 on ‘heads’ and £50 on tails and you would make a profit regardless of the result. Bookmakers are, of course, far too smart to let this happen. However, it is possible that comparing odds at bookmakers can create such a win/win situation.

  • How are the odds determined for a particular event?

    Below is an example of how prices are set based on the nature of the event. Let’s take two horse races, same venue, same type of race.

    Race 1: Big well-known race, well-known names competing, high stakes spread across the various player. Bookmakers can then compile odds easily and without much adjustment.

    Race2: Small race, with unknown participants. Is unlikely to generate as many stakes, so betting a high amount on 1 horse causes more headaches for the Bookmakers than race 1. To secure the Bookmaker’s margin, the odds per horse will go down, to have a higher ‘over-round’ percentage overall, so this acts as a buffer for the Bookmaker.

  • Why do bookmakers restrict your accounts?

    Bettors like to have multiple accounts because it ensures they get the best price on all their bets. It can be very frustrating to see your accounts very restricted or even closed. The official reason for restricting accounts is almost always a ‘trading decision’; actually, it is the reasons below that make your accounts get tackled.

  • Are there any bets that bookmakers don’t like?

    Bookies love it when you place multiple bets. That’s why they offer so many enhancements (odds that are increased in between) and money-back specials with multiple bets. After all, any kind of bet with more than one outcome reduces your chances of winning.

    Although you get a few wins from these bets; the bookies will generally leave you alone because they assume they are going to make money from you in the long run.

    There are some bets that bookmakers dislike, such as singles, for example. Or bad each way bets (each way bets in races where a short priced favourite is running and bettors are more likely to take advantage of the market) and each way bets on relatively short priced selections (3 on 1 or 4 on 1 shots).

    These are some examples of bets that bookmakers are not happy about and – even if you are losing – can cause restrictions on your account

  • What does it mean when your account has never been restricted?

    Don’t worry if you have never had to deal with bookmaker restrictions. Be happy! Most gamblers bet for fun and usually the amounts involved are so small that bookmakers are not worried at all. Besides, most punters lose regularly or bet on the type of bets bookmakers love (especially multiples).

  • Is it fair for the bookmaker to restrict my account?

    Don’t forget that a bookmaker runs a commercial business. That is why bookmakers make sure their terms and conditions allow them to restrict big winners at any time.

    Naturally, it would be much fairer for bookmakers to treat their big losing customers the same as their big winning bettors. The chances of this happening are slim, especially since the government has no legislation on the matter.

    It is relatively easy for bookmakers to monitor customers so having restrictions imposed on them is unfortunately one of the things to consider when gambling.

  • How do I prevent my account from being restricted?

    Of course, ideally you should not have to deal with restrictions from bookmakers. So the question is, can you do anything about this or are you powerless? There are some things you can do to reduce the chances of restrictions. We have put them here for you, take advantage of them!

    • Set rounded amounts
      The more arbitrary your bets are, the more you will resemble an arber. Arbers bet with exact amounts to guarantee their winnings. Betting with 40 euros instead of 39.99 makes you look more like a real gambler. Whether you are or not…
    • Write off money
      Don’t write off your money from your account too often. Make sure it doesn’t look like you have a regular betting bank, because the more strategy the bookies think they see in you, the more likely they are to restrict your accounts. If you’re winning; let your balance go up.
    • Lose!
      Believe us, this advice is not as weird as it sounds.
      If you have a good run in an account and it’s all running smoothly, back some selections that they lose and then trade them on the exchanges. Of course, make sure your potential debts do not exceed your potential profits.