Our History

Experience the wins and successes, the twists and turns, the highs and lows, and everything in between. Browse our interactive history and discover what makes our history so special or click here to listen to the full podcast of the SBG story,


Where it all began

Twelve intrepid legends broke free from a rival bookies to form Surrey Sports, and a goldfish bowl became our office... and a symbol of our heritage. 

  • Where it all began


We came in with a bang

A lean, mean, compiling team, we entered the industry with a bang. We did what was required to get the job done. We were straight talkers. Hard hitters. We were the Oddsfathers.

  • The Oddsfathers


Our dirty secret

After cleaning up our act and finding a better filing system than that old bathtub, we launched on the Internet and on interactive TV - all behind that famous red button.

  • The early days


Rules are there to be broken

We ripped up the rule book when it came to the way bookies had traditionally operated, and started doing things our way - beginning with a full rebrand to Sky Bet.

  • Surrey Sports
  • Pushing the button


Changing the game

We adopted a different approach and made some brave decisions like the launch of Sky Bet Vegas that would eventually change the way the entire industry worked - and played.

  • Our old digs


On to a winner

We began to focus on launching a number of innovative gaming products, and we quickly realised that we’d discovered a winning formula.

  • Finding a way to succeed
  • We launch our Gaming products


A beautiful relationship

We worked hard to build that relationship with Sky Sports by getting to know everyone in the business, and it was key to much of our success at the time.

  • Working with Sky Sports
  • The Sky Sports Advantage


What a catch!

We brought 365 Media, Sporting Life and Oddschecker into the family, and because we’d acquired an office in Cape Town, we instantly became a 24/7 operation.

  • Growing the family


Riding the storm

The market forced us to make difficult decisions in what was the toughest period in our history, but alongside the launches of Sky Poker and Sky Bingo, we set a course for a solid future.

We even had a Sky Bet Magazine then!

  • Tough times


Success doesn't come free

After launching free to play games like Soccer Saturday Super 6, and rebranding Sky Bet Vegas to Sky Vegas, we grew to 2.5 million players while reducing churn and increasing acquisition.

  • Super 6 launches
  • 2008 Sky Vegas Ad
  • 2008 - skybet.com


A sign of growth

When it began to take months for our suppliers to do simple tasks, we took it as a huge sign that we needed to grow our own tech expertise. And that meant we could start to do much more ourselves, much faster.

  • Our tech culture
  • A sign of growth
  • Tech Talks


The big move

With a landlord threatening to increase our rent, an ever shrinking recruitment pool, and our upcoming launch of Fantasy Football, we made the jump from Harrogate to Leeds where we knew we’d find some really great people. It was a big move that solved some big problems.

  • The move to Leeds
  • Our 2010 Bingo Ad


Making the call

After successfully moving the Sportsbook platform in house, we made the call to do the same with our other mobile products, and we became a true mobile first business.

  • Going mobile
  • Our Champions League Tips


We asked ‘What if…?’

We launched a TV ad campaign that got inside the heads of football betters, and explained that football is so exciting because… well… nothing’s certain. Guess what? We called it right.

  • What if...?
  • Our 2012 Sky Vegas ad


Becoming true digital natives

We stepped up our marketing investment, including sponsoring the EFL. We started to promise all customers a 'better' experience. Data began to influence our decisions, helping us to learn and adapt quickly for our customers.

  • Learning from our data
  • Betting, better.
  • Our 2013 Poker Ad


Oh baubles!

Disaster struck on Boxing Day 2014, when our Sportsbook site was unavailable for most of the afternoon. But we learned from our mistakes, picked ourselves up, got stuck into launching Sky Casino, and came back even stronger than before.

  • Boxing day disaster
  • Children in Need
  • Amazing offers


A taste of freedom

Our change of ownership came at exactly the right time. We kept our Sky friendships and relationships, but gained the ability to invest freely in initiatives like our new Sheffield office and the launch of Sporting Life Pick 7 and Sky Sports Fantasy Six-A-Side.

  • Freedom
  • Our first 100 days!
  • Independence!


The fun starts here!

Whether we’re organising beer fridge Fridays or grill festivals, we’re the kind of people who like to have fun while working hard. No wonder we’ve made the Sunday Times Top 100 twice.

  • Times Top 100
  • It's not all work
  • 1,000 employee


To Italy... and beyond

From Leeds to Sheffield to Italy to Germany… we’re not just growing here at home, we’re growing internationally and we can’t wait to see where we end up next. Sky Bet Italia & Super 6 Germany are just the beginning!

  • International
  • Sky Bet Italia
  • Our 2017 Casino ad

The Future!

We're all superheroes

The real superheroes of the story are our people. Everyone, past and present, has played a role in our success, and if we continue working the SBG Way and making the most of our culture, our values, and our talent, our future will be just as exciting as our past.

  • Thankyou!
  • The end... for now

"I've never worked anywhere before that allows me such freedom, autonomy and ownership of the type of work that I get to do."

James, Lead Digital Designer - Bet Tribe

It's the way
we roll...

We're the official sponsors of the 2018 Tour De Yorkshire Tour Makers!

"It's very engaging work, just the environment and the office itself. It's a really open plan office and you never feel that you're in a corporate environment."

Mike, Talent Resourcer - People & Support Tribe

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