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It can be difficult as a single entity to point at brands and say one is good enough, while another is not. Being ‘good enough’ is a culmination of different factors, and in sports betting this is often determined by promotions, breadth of markets and offering value for the customer.

Customer acquisition and retention: It’s so simple on paper but a herculean task, too. If it were simple, there wouldn’t be teams specifically dedicated to each of the two divisions. However, one of the best ways to appeal to both sides is through those previously mentioned promotions.

At the moment, while 888sport has six sports betting promotions on offer, Paddy Power has 10 and Ladbrokes has 19! Interestingly, quite a few of these operators, except for 888sport, also had free-to-play offers, such as daily tournaments that offered free bets or cash prizes.

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Rosie Mbumba