There are a number of diriment criteria you can use to compare the best of the sports bookies online. The most natural ones include the number of visits each online bookie site receives and the ratings the various bookmakers receive from its customers. However, some bookmakers score very highly in every criterion and the best of these is bet365.

Over 15% of all online sports bets are placed through Bet365, which is three times as many as its nearest contender 10Bet. Also the daily reach of Bet365 is around 2,250, over twice that of its nearest competitor Betfair which has a daily reach of around 820. Note that daily reach is the number of visors per day for every one million of internet users. The rate of increase in daily reach over the last three months is also the highest for Bet365.

Summarising all the criteria, Bet365 is the top website by traffic, the sixth by customer ratings, and the 14th by profit margin. This is enough to give it the number one standing.

Looking at customer ratings, the top scoring bookie is Betfair which has an average customer rating of 3.8 which is just one pip ahead of the second highest Bet365 which has a rating of 3.7. It is also the second highest in terms of daily traffic, though as a betting exchange its business model is considerably different from that of most bookies, measuring profit margin does not apply.

Taking an average of all assessment criteria the bookmaker that ends up in third place is William Hill. The daily reach is nearly 700 which is the third highest of all online bookies though the average customer rating of 3.0, which is 32nd out of all online bookies. The profit margin is the 27th highest.

In summary, the top online sports bookie is Bet365, which is used by more people than any other one, and the most liked is Betfair. Despite William Hill’s relatively poor showing in customer reviews, it still manages to attract more traffic than all others apart from the two listed above.