Better is just the beginning.

About Us

Our story began in 1999 and we’ve since grown to house a family of iconic brands including Sky Bet - the UK’s no.1 betting app, Sky Vegas - the UK’s no.1 online casino, as well as Sky Bingo, Sky Casino and Sky Poker.

We’re also home to popular free-to-play sports games Super 6, Sky Sports Fantasy Football, ITV7, and Sporting Life which provides winning insights for bettors.

Our Sky heritage means better is in our DNA and customers trust us to provide a premium and safer betting experience without compromising the thrill of sport and online gaming. And while our heads are innovating our products, our hearts are committed to protecting our customers and giving back to our communities.

We strive to offer customers better entertainment, safety, value and ease of use, and we continue to be ambitious because better has no end. In fact, better is just the beginning…

Our Brands.

Key moments in time

1999

Our story begins. 12 legends broke free from a rival bookmaker to form Surrey Sports in Harrogate.

2003

We launched Sky Vegas, which would ultimately change the way the entire industry worked and played.

2008

We launch free-to-play games Soccer Saturday Super 6 and grow to 2.5m players while reducing churn and increasing acquisition.

2010

The big move to Leeds and the launch of Fantasy Football - we knew we'd find some really great people and solve big problems with this move.

2013

We sponsored the EFL and began to promise all customers a 'better' experience. Data began to influence our decisions which helped us to adapt quickly.