Summary
188Bet are keen to get a slice of the highly-competitive UK market, securing sponsorship deals with Bolton Wanderers and Wigan Athletic, two of the smaller Premier League clubs. This will not only get them seen in Great Britain but also associate them with the global phenomenon of English football.
In addition to an English language website, they have also created versions for China, Hong Kong, Thailand and Vietnam, thus highlighting that they're in the hunt for customers in south-east Asia.
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Background
188Bet are keen to get a slice of the highly-competitive UK market, securing sponsorship deals with Bolton Wanderers and Wigan Athletic, two of the smaller Premier League clubs. This will not only get them seen in Great Britain but also associate them with the global phenomenon of English football. In addition to an English language website, they have also created versions for China, Hong Kong, Thailand and Vietnam, thus highlighting that they're in the hunt for customers in south-east Asia. But does their product have the necessary clout to make an impact in these territories?
The operator is owned by Cube Limited, which is fully licensed and regulated by the Isle of Man Gambling Supervision Committee. They are pretty new to the bookmaking scene, establishing themselves in 2006 although making a big play that they have some experienced staff to ensure that they stick around for the long-term. It's clear that this is a firm driven by offering competitive prices on the sportsbook, while all clients' funds (deposits and winnings) are held in a segregated reserve account with The Royal Bank of Scotland International. This means that your money is ring-fenced and safe at all times. In addition to sports betting, 188Bet also offer casino and live casino, using Microgaming software.
Odds and Markets
It's clear that the powers-that-be are trying to ensure that there is always live soccer to bet on, hoping that this will attract loyal customers as a result. The odds are unquestionably competitive, with the main focus on the 1x2, Asian Handicap and Total Goals markets. Full marks go to the firm for their transparency on pricing, which even extends to offering customers an odds calculator, so that they can view for themselves the margins which 188Bet are operating at.
The company aren't so hot at offering propositions if you like your alternative bets on sport, while the range of sports isn't comprehensive. Baseball, basketball and American football are distant seconds to soccer, although the odds remain competitive throughout. Their theoretical hold on Asian Handicap markets is less than 1.5% on the English Premier League and top German, Italian and Spanish leagues. With regard to In-Play betting, they are truly setting themselves out as the specialists, offering on average 3,000 live games for in-play betting every month.
Website
188Bet have gone down the 'heavy use of flash' route on the homepage, something which is probably best used in moderation. Especially if one of the graphics in rotation is promoting In-Play darts betting for an event still days away.
However, the site is nicely presented, with the sports ordered in the left-hand menu according to how many markets are available on each one. In addition, they also split out the markets between the events that are taking place on that particular day and 'early market' odds which again is thoughtful in terms of what customers want. Above the menu is a flashing In-Play graphic which illustrates which sports / events are being covered, although it might help to only list the relevant sports.
Clicking on the 'sports' tab on the horizontal menu is a little confusing, with the user being taken through to the soccer section automatically, being presented with the available live match odds at the top of the page. It's possibly a little presumptious to think that everyone will want to check out and bet on these markets - perhaps a case of putting too many eggs in one bet basket. While placing a bet is a straightforward process once you have populated the bet slip and the debit card transaction is relatively smooth, the way that the matches and markets are laid out could be simplified and is currently far removed from how the big UK players are going about their business.
Customer Service
188Bet lay out their mission statement succinctly as putting the customer first and striving to meet expectations and it's always helpful to see the live chat facility available. They also have a Skype facility available, with email and telephone support also available 24/7.
Customer Service Email
See site for details
Customer Service Telephone Number
+44(0)203 286 9991
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