Better is just the beginning
Our iconic brands include Sky Bet, Sky Vegas, Sky Bingo, Sky Casino and Sky Poker as well as the UK’s most popular free-to-play sports games Soccer Saturday Super 6, Sky Sports Fantasy Football and ITV7. Together, we deliver incredible experiences in sports betting and online gaming to millions of players across the UK.
Sky Betting & Gaming is part of Flutter’s UK&I division, with a team of over 1,500 innovators who are dedicated to capturing the excitement that sport and gaming provides. We’re united by an ambition to lead the competition across safety, entertainment, value and ease of use.
customers use deposit limits
raised for Macmillan since 2020
in Glassdoor's best companies for work-life balance in the UK in 2021
in Glassdoor’s top 50 best places to work in the UK 2022
We understand what our players want and we take every opportunity to bring it to them bigger, bolder and better than before. We were one of the first operators to recognise the potential of online and then mobile betting to create game-changing customer experiences.
Safer gambling is our responsibility, our integrity and always at the heart of everything we do. We’re investing in technology and data to break new ground and better protect our customers, providing the safer gambling experience they want and expect from us.
Sky Bet is the proud title sponsor of the English Football League in an agreement that’s the largest and longest of its kind in EFL history. As well as exclusive customer rewards, promotions and giveaways, at the centre of this relationship is a marketing campaign seen on every sleeve badge worn by players, as well as across TV, print, radio and online, with a call to action to “Stay in Control. Set a Deposit Limit”.
We’re also big on giving back to our customers, colleagues and local communities, and personal wellbeing is a priority across all aspects of our work and play. Sharing our skills, knowledge and passions with each other enables us to continue learning, growing and getting better.
Our Sky heritage means better is in our DNA. Our ambition is to improve everything we do each day – because better is just the beginning.
Sky Bet is consistently recognised for having the best offers at Cheltenham Festival – the UK’s biggest sporting event of the calendar year. The ambitious 2021 campaign “The Stand-Off” went the distance to highlight how Sky Bet enhanced the enjoyment of Cheltenham and included appearances from sporting legends who are part of the wealth of Sky Bet talent.
A record 719 bets were placed per second on Cheltenham’s prestigious Gold Cup Day – a staggering 77% up on the previous year. Sky Bet also became #1 for account usage and favouritism, underlining our lead position in the market and expertise in horse racing.
We pride ourselves on the strength of our company community and culture. In 2021, we placed 4th in Glassdoor’s ranking of the companies for work-life balance and in 2022 we were 29th in Glassdoor’s top 50 best places to work in the UK.