SBC News Voice of the Sports Betting Industry
The football season may be over but sports betting continues to see promotions and relegations, with William Hill, Unibet and Betfred moving up Oddschecker’s table.
As one of the UK’s largest affiliate and odds comparison sites, Oddschecker serves as a gateway to online bookmakers for a large sway of Britain’s extensive betting population.
According to the UK Gambling Commission (UKGC) data collected between July 2023 and February 2024, around 48% of the UK population gambled in the previous four weeks – though the National Lottery accounted for a lot of this, sports betting did also.
Oddschecker in turn claims that its flagship odds grid – which lists some of the UK’s biggest online betting brands complete with odds on a bettor’s chosen market – influences around 6-10% of bets in this £1.45bn market (according to UKGC GGY data from Q1 2025), with 12 million betslips linked to the platform’s redirections annually.
The promoted brands in question have been elevated to position two for William Hill, three for Unibet and four for Betfred. The enhanced brand visibility to Oddschecker’s two million-strong audience could drive engagement and therefore returns for these firms, and this significance could be felt far beyond Britain’s borders in international markets where the companies may be chasing market growth.
As Stuart Simms, CEO of Oddschecker’s parent group FairPlay Sports Media (FPSM), told SBC Media last year: “We already, because of our Oddschecker brand, have significant domain authority across South America, which gives us a really good meaningful platform to be working to deliver some of the new technology,”
How significant is Oddschecker?
As made clear above, FPSM – which its parent group used to share a name with until a rebrand last year – is arguably Britain’s most widely used affiliate site, and is one of the most significant globally.
Its impact on site traffic therefore cannot be discounted. For example, the fact that bet365 has over 45 million global customers and is first ranked in Oddschecker’s grid is likely no coincidence – though of course the firm’s extensive marketing, well-received products and early mover advantage in online betting back in 2000 of course also play a huge role.
In William HIll’s case, Oddschecker stated that the evoke-owned brand’s promotion was due to its “continued trajectory and alignment with oddschecker’s premium media real estate” – though it has not offered a reason as to why Betfred and Unibet have moved up the ladder.
The news will likely be welcome for evoke, which bought William HIll’s non-US assets from Caesars for £2.2bn back in 2022. Integrating and operating the UK’s oldest betting group has not been a smooth process for evoke, however, with UK&I revenue falling 1% year-over-year according to its last financial report.
Gaining more visibility via Oddschecker may provide some respite for William Hill and its owners. The same could also be said for Unibet, which is also under new management in the form of French firm FDJ United which purchased the brand’s parent group Kindred last year, while Betfred continues to battle it out with other omnichannel brands like William Hill, Paddy Power, BoyleSports, Ladrokes and Coral, as well as online natives bet365, BetVictor, Betway and more.
“We’re excited to see the impact for William Hill, Unibet, and Betfred from taking up these premium grid positions,” said Andrew Bramley, Commercial Director at Oddschecker.
“These changes are a reflection of strong partnerships, shared ambition, and a belief in the unique value oddschecker brings in connecting bettors with the best brands in the market.”
