Sky Betting and Gaming

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Sky Betting and Gaming
Subsidiary of Sky plc
Industry Gambling
Headquarters Isleworth, London and Leeds, West Yorkshire
Products Sports betting, online poker, online casino, online bingo, odds comparison service, fantasy football and football predictor game
Parent Sky plc

Sky Betting and Gaming is a British-based gambling company, and a subsidiary of Sky plc, with offices at Sky's headquarters in Isleworth, London and in Leeds, West Yorkshire. Sky Betting and Gaming consists of four core brands: Sky Bet, Sky Vegas, Sky Poker and Sky Bingo. Also under its umbrella is leading online betting odds comparison site Oddschecker. Sky Betting and Gaming also operates popular, free-to-enter football prediction game Soccer Saturday Super 6 and Sky Sports Fantasy Football. On 21 October 2011, the company's services were changed into the new "tube" look which accompanies many of Sky's channels, bringing the brands closer to the Sky family. The company also has two TV channels on the Sky platform. The Sky Bet virtual racing channel is found on EPG no. 864 and the Sky Poker channel is on 861. Both broadcast 24 hours.

On 4 December 2014, it was announced that Sky would sell a majority stake in the company to CVC Capital Partners, valued at £800 million, subject to regulatory approval. Sky will retain a 20% stake in the company and have agreed a long-term licence agreement with CVC.[1]

Sky Bet[edit]

Sky Bet logo used since 21 October 2011.

Sky Bet is the sports betting division of Sky Betting and Gaming, with the majority of its operations run from Leeds. The company allows betting via its website, telephone, mobile phone (WAP) and interactive television through Sky. In August 2011 Sky Bet launched its Apple iPhone and iPad app and all markets are also available via Android devices. It remains one of the few sports betting companies in the UK not to operate traditional high street shops. The company was formerly known for the slogan 'It matters more when there's money on it'. In October 2011, a major new Sky Bet advertising campaign introduced the slogan ‘Nothing’s certain, that’s why it’s exciting’ and the concept of ‘What if?’, used by Sky Bet to advertise topical, sports betting special markets.

Sky Bet is licensed and regulated by the Alderney Gambling Control Commission (AGCC) (GCB).

Sky Bet had a dedicated TV channel of the same name on Sky channel 864, which closed on 13 February 2012.


Sky Bet's origins lie in BSkyB's acquisition of Sports Internet Group in July 2000[2] which included the small telephone and online sports betting based company Surrey Sports alongside two other companies; Planet Football and Opta Index. Surrey Sports was rebranded in July 2002 to create Sky Bet. The company grew in December 2006 when established online betting companies totalbet and ukbetting were consolidated into Sky Bet after BSkyB's purchase of 365 Media Group.[3] Sky Bet features heavily (through advertising and shared content) on the former 365 Media Group sites, as well as thanks to their common ownership and proximity (they are based in nearby Leeds). Sky Bet's success has prompted Sky to branch out within the betting and gaming industry. Former professional footballer and Sky sports pundit Jamie Redknapp is the face of Sky Bet's football betting product.

Sky Vegas[edit]

Sky Vegas logo used since 21 October 2011.

Sky Vegas is the company's online casino division. It currently offers an online casino website. The company's online casino offering is distinguished from the majority of its competitors in that it now plays in-browser rather than requiring a software download (currently being flash based, formerly distributed on CD). The company uses the slogan 'All the best games, all in one place'.

Sky Vegas is licensed and regulated by the Alderney Gambling Control Commission (AGCC) (GCB).

Until 12 April 2011, Sky Vegas had a dedicated TV channel of the same name on Sky channel 864 (which was formerly called 'Sky Vegas Live'), when it was rebranded Sky Bet.


'Sky Bet Vegas' was created in March 2003, initially with only 3 fixed odds casino-style games called 'Juicy Jackpot', 'Top Spin' and 'Super Keno'.[4] As its name indicated, it was then part of Sky Bet but has since been made separate and rebranded to simply 'Sky Vegas'. When limitations on broadcasting Casino games through IDTV were lifted, the company began to offer games through its interactive facility alongside the Sky Vegas Live channel, which showed betting opportunities such as Virtual Horse and Greyhound races. Both the online casino and the television channel re-branded as Sky Vegas in January 2008, with the television channel later being renamed the Sky Bet channel in April 2011.

Sky Poker[edit]

Sky Poker logo used since 21 October 2011.

Sky Poker is the company's online poker division, which allows users to play poker on their website and screens selected hands from various games and tournaments (on a slight delay) on its television channel of the same name. Like Sky Vegas the company offers its service in browser rather than with downloadable software, although recently this has changed and downloadable software is now available. The company uses the slogan 'Where Poker Comes Alive'. The channel Sky Poker launched in February 2007 with a program entitled "The Open", which is a (£22 entry) poker tournament. Since then the channel has expanded to show more content from the site, as well as the Sky Poker Tour (SPT). On the TV, Sky Poker typically has a presenter and an analyst, with occasional studio guests. Each hand shown is analysed by both the presenter and the analyst. Sky Poker TV broadcasts 24 hours a day, seven days a week.

Sky Poker is licensed and regulated by the Alderney Gambling Control Commission (AGCC) (GCB).


  • The Open - A £22 buy-in, and one of the most popular tournament with a guaranteed prize pool of £6,000.
  • Primo - A £55 buy-in, with a guaranteed prize pool of up to £12,500
  • Double Stack - A £22 buy-in, with a guaranteed prize pool of up to £6,000
  • Sky Sports Bounty Hunter - A £33 buy-in tournament, which is also shown on Sky Sports. The action is action-packed and some of the guests who have featured in the studio to cover the tournament include Luke Schwartz, Neil Channing, Ian Frazer (poker player) and WPT champion McLean Karr.

Players can also "satellite" into a tournament, which means qualifying through a series of smaller tournaments, for a small amount of money. Prize pools are subject to change.

Other Programmes[edit]

  • Sky Poker School - Analysts and Team Sky Poker members discuss the play from viewers who submit hands for analysis. The aim is to educate poker players in skills such as position, bankroll management and bluffing.
  • Master Cash - A show dedicated exclusively to cash games. The biggest pots of the week are aired, along with live play from the cash tables each Saturday night.
  • Bounty Hunter Live - A live show on Thursday nights covering action from the regular Thursday night tournament, 'The Bounty Hunter', where players earn money as they eliminate opponents.

Sky Bingo[edit]

The Sky Bingo logo, in use since 21 October 2011.

Sky Bingo is the company's online bingo division. The company uses the slogan 'Believe in Better Bingo', echoing Sky's 'Believe in Better'.

Sky Bingo is licensed and regulated by the Alderney Gambling Control Commission (AGCC) (GCB).


Oddschecker is an odds comparison website, which compares the odds offered by the most popular betting companies that cater to British customers, including Sky Bet. It forms part of the betting content of some other sites, such as Bettingzone. The company also offers reviews and comparison of online gambling websites through its 'Casinochecker', 'Pokerchecker' and 'Bingochecker' sections.

Oddschecker was established in 2001 and acquired by Sky in 2007.[5]

Soccer Saturday Super 6[edit]

Soccer Saturday Super 6 launched in 2008, is a free-to-enter online prediction game, whereby players must correctly predict the score lines of 6 selected matches in order to win the weekly jackpot of £250,000.[6] There is a £5,000 prize for the week's best performer if the jackpot is not won. The jackpot prize has been won twice: on 26 December 2009 by Jonathan Kilpatrick of West Lothian and on 7 May 2010 by Peter Townly of Wokingham. Gilette Soccer Saturday presenter Jeff Stelling is the face of Soccer Saturday Super 6.

Sky Sports Fantasy Football[edit]

Sky Sports Fantasy Football in association with Gilette was improved and relaunched in 2011. Players choose and manage their own 'dream team' and score points according to the real-life performance of footballers. It is free-to-play and offers £100,000 in prizes. Soccer Saturday presenter Jeff Stelling is the face of Sky Sports Fantasy Football.

Acquisition of GoldBet[edit]

In April 2004, 365mediagroup or ukbetting as it was known at the time, the UK’s leading sports content and online gaming business, announced the acquisition of GoldBet SportWetten GmbH (“GoldBet”)also supporting MBET Uganda, the European online sports betting company, for a maximum consideration of €4.5 million, dependent on the achievement of certain performance criteria. For the year ended December 2003, GoldBet had recorded EBITDA of €260,000 on revenues of €8.5 million, with a net asset value of €246,415, and no bank debt.

Trevor Beaumont, ukbetting’s Managing Director of Gaming, believed Europe represented a significant growth opportunity for ukbetting and sought to leverage the European market, a market that he was familiar with as former Racing and Trading Director of Coral and Managing Director of Eurobet.

BSkyB then owned GoldBet in December 2006 after the purchase of 365 Media Group.[7]


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