Unibet Bookmaker Review

STOP PRESS: Due to poor customer experience and dishonest business practices, JustBookies no longer recommends Unibet. We advise that you do not join this bookmaker. Please ignore any positive remarks in the Unibet review below, which may require updating. Instead join any of the top bookies listed, with their free bets, on our home page.

Unibet BookmakerUnibet Bookmaker & Sportsbook has UK and Malta betting licenses. It is a huge, publically listed betting company with clients in over 140 countries. They have just under five million registered clients and employ 500 staff. It is not a big name in the UK, but they are a bigger presence in mainland Europe. Its roots date back to the birth of online betting in Europe in the late nineties. They cover all popular sports betting events, such as football. Other less likely sports they cover in detail include volleyball, all winter sports, pesapallo (apparently the most popular sport in Finland). In fact, this review found that the breadth of sports covered by Unibet is unique and it does now include daily UK horse racing.

OPINION: Unibet is a large quite badly-run outfit. They offer a poor service to the UK and thei roots are mainly in Europe. There have been questionable practices including limiting bets and devious behaviour towards their business partners. We suggest you avoid Unibet.

Full Unibet Bookmaker & Sportsbook Review

Unibet Bookmaker & Sportsbook is one of the major players in the European market when it comes to online gaming. Whether it is sports betting, poker, casino, bingo, lotteries or soft games that interest you, you will probably find exactly what you are looking for.

The firm is known to offer two of the best casino applications that are at present available on the market. Casino is not simply an add-on to a sportsbook. It is a key element of their online offering and provides approximately a third of the company’s business. It also offers decent incentives to join its casino. They will double your first deposit to your casino wallet up to the value of €100. If it is poker that you are after, there are plenty of daily freerolls, closed ring games as well as guaranteed tournaments.

In case you are in any doubt about the quality of the Unibet Sportsbook, you have the reassurance of knowing that this firm has succeeded in winning the European Sportsbook of the Year award three times.

The sportsbook is distinctly European rather than UK oriented. After many years wait, it does now offer UK daily horse racing and some ante-post races as well. A measure of their desire to penetrate the attractive UK market is that Unibet purchase the much more UK-focused Stan James bookmaker and have left it trading under that brand name.

Football fans will love the Unibet site and there are plenty of incentives to join. On a single day you may find over 10,000 matches to bet on. There is extensive coverage of all the UK and European action. You can even bet on a match in the Faroe Islands. It also offer a unique facility to cash in your bet before the match is finished. So you no longer have to dread that last minute goal. This offer currently applies to all bets placed in their live betting console.

Other types of football are big at this bookmaker too. You will find decent coverage of American Football and Aussie Rules.

Supertoto and Superscore, the popular European pool games are highlighted on the sportsbook home page. Supertoto involves predicting the outcome of 14 selected matches and can provide you with a substantial reward for a very small stake. Superscore is similar but, as the name suggests, involves predicting not just the outcome but the actual score of the matches that are included. Full details of what is involved in both games are clearly explained on the site.

The distinctive, green website was designed to be both user-friendly and entertaining. A strong focus has been placed on reliability and security. They want customers to trust them and have certainly succeeded. It currently has well over six million customers across the globe. Those customers are based in over 115 countries.

Unibet Group plc is incorporated within Malta and has impressive corporate credentials. The company is certified by G4, Global Gaming Guidance Group, and complies with their Code of Practice for responsible gambling. If you want any further reassurance, it is also a member of the European Gaming and Betting Association and Remote Gambling Association and is certified as compliant with eCOGRA standards.

It focused on achieving sustained growth. In 2007 they acquired Maria Holdings, the leading online bingo operation within the Nordic market.

This company was founded back in 1997 and in 1998 gained a licence to run betting operations. An office was soon established in London which became the company’s headquarters as they began trading as a telephone based betting operation.

Quick to spot the likely progress of gaming in the UK and Europe, it launched their first website in both English and Swedish in 1999. 2000 saw the incorporation of the public limited company. In the same year, it obtained a licence in Malta and set up an office on the island.

2001 was an important year for the operation. They launched their second website in twelve languages. Their customer base subsequently grew to include clients based in over 50 countries. That multi lingual website worked well for Unibet and by the end of 2002 they had almost 200,000 customers registered with them from over 80 countries.

The third website was launched in 2003 with a host of new products, including an online casino. For the first time, live betting was made available to clients. It proved popular and by the end of the year their customer base had grown by over 25% and their geographic spread included over 100 countries.

In 2004 it was listed on Stockholm’s Stock exchange and launched their poker offering as well as Supertoto. A mobile platform was launched a year later together with soft games. They also acquired MrBookmaker.com.

Bingo was added to the ever widening range of products in 2006. The new holding company was established in Malta during the same year. Bingo was seen as an area for growth and led to the acquisition of Maria Holdings in 2007, a move that also helped them strengthen their position in the Nordic markets.

As new technologies advanced, Unibet embraced them. WAP and iPhone application were launched in 2009. Live Casino was added to the product portfolio in July of the same year.

That growth story is still continuing with major developments into the international and European markets, and as mentioned earlier in this Unibet review, the purchase of the much older Stan James operation.

The company’s aim is to further develop its position in the European market by extending the scope of their online activities and encouraging additional customers to join them by offering better odds on all major sporting events.

This sportsbook is a good, solid online bookie with an impeccable record. With great odds on offer and plenty of incentives to sign up, we can thoroughly recommend Unibet Bookmaker.

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 3 reviews
by Paddy on unibet
Unibet Good

It doesn't really apply to me as I already have a betting account at Unibet, but they certainly make that free bet complicated. No wonder they give an option not to take it.

Yes we agree that it is a little too complex.

by Owen Jones on unibet

Unibet do now cover UK horse racing properly. Found them pretty good all round.

by Adrian Walsh on unibet

Pretty hopeless for UK horse racing (they think they cover it but they just do a token gesture) but great for everything else. Although they now advertise in the UK you still get the sense they don't really quite get British sports. Got the feel of a European sportsbook, which is what it is primarily. Football coverage is extensive. I found their customer service very helpful and quick to pick up the phone, which is a good start!