Dabble brings its ‘social charge’ to UK sports betting

Australian social betting app Dabble has officially launched in the UK, marking its third international market entry following rapid growth in Australia.

The Dabble app went live on 1 June, having secured its UK Gambling Commission (UKGC) licence on 18 April and is now aiming to carve out a share of Britain’s cutthroat sports betting market.

The Aussie venture arrival was announced via a social media campaign fronted by former England cricket captain Michael Vaughan, positioning Dabble as a challenger brand challenging the status of Britain’s heritage bookies.

Founded in Darwin, Australia, Dabble has risen quickly to prominence by blending traditional sports betting with social media-inspired features, including a “banter channel” where users can interact, and a “copy bet” tool allowing followers to replicate bets with a single click.

Its unique approach has proven a hit with younger demographics in Australia, driving annual revenues to £56m in 2024, more than double the £22.5m reported the year prior.

“Our ambition is about more than market share,” said Tom Rundle, CEO of Dabble. “We want to provide the next generation of wagering entertainment that isn’t just about odds and outcomes. We believe our product resonates with how today’s punters interact – and we’re confident it will thrive in the UK.”

Dabble’s entry is being closely watched in an industry facing increased scrutiny over advertising and consumer protections. The company will rely heavily on influencer marketing and user-generated content, a strategy that helped it disrupt the Australian market, where incumbents struggled to match Dabble’s virality and digital agility.

The UK launch also sees the continuation of Dabble’s strategic technology partnership with BetMakers Technology, which supplies its Price Manager and Racelab ProFORM products to power the app’s horse racing content.

To support its UK ambitions, Dabble is building out its operational base in Leeds, with open recruitment for local marketing, customer service, and compliance roles.

Rundle added: “The UK market has remained surprisingly static in terms of innovation. We believe we’re bringing something refreshingly different – and more importantly, something sustainable.”

While competition in the UK remains fierce, Dabble’s leadership is confident its blend of community-led features and bold marketing can cut through. With a successful Australian playbook and now a UK base in place, the firm has also set its sights on potential future entries into the US and Brazil.