The 888Sport brand has become linked to the sponsorship title of a number of big sporting events over the years since it was founded having sponsored the Giro d'Italia, the Snooker World Grand Prix, Magnolia Stakes at Kempton Park, Sandy Lane Stakes at Haydock Park, and the Tingle Creek Chase at Sandown.
It is a brand that has also been prominent with the sponsorship of sports teams having been the kit sponsor of clubs including Sevilla, Birmingham, and Rodovre Mighty Bulls. The brand has also sponsored a number of stands at grounds such as Reading's Madejski Stadium and Middlesbrough's Riverside Stadium.
The services offered by 888Sport to customers within the UK are licensed and regulated by the UK Gambling Commission. The products offered by 888Sport to customers in Ireland are licensed and regulated by Ireland's Revenue Commissioners. The services offered by 888Sport to customers within other countries within the European Union are licensed and regulated by the laws of Gibraltar.
Bookie Offers & Promotions
Here is a list of the bonus offers and promotions that the 888Sport brand has in place on a long term basis. They cover a range of sports and target a number of different bets and markets so there is something for everyone.
Bet £10 Get £30 in Free Bets!
Track Down Free Bets on Mobile
Back Your Team Get £5 Free Bet Every Time They Score (Football)
Free Bet Frenzy (Football)
Big Bet Bounty - Win £2,000 in Weekly Punting Competition
Free Bet Saturday (Football)
European Acca (Football)
88th Minute Special (Football)
Goals Bonanza (Football)
Scots Surprise (Football)
Money-Back If Horse Beaten Into Second By Outsider (Horse Racing)
The two-column lay-out should give the front page a bit of space but the inclusion of the individual scroll bars just makes this feel like a site that was designed back in 1999 and has not been touched by a creative team since then. The orange and black colour scheme is also nauseating and is in dire need of a re-think.
The left side column is a confusing mess. The text-only approach offers very little variety and vibrancy to the site. The “live right now” and “starting soon” options are given priority at the top of that column but could really do with some highlighting because they look so boring as simply just text. Oh wait, the “live” text is in red so that adds some buzz... or not.
The popular links section is a good idea but, once again, the lack of highlighting really takes away any importance that the punter is meant to feel for that section. It just feels like more information that fades into the background.
There is a sports section underneath the popular links for those that can't see their preferred sport listing under the popular links but it's in no particular order so just feels an unorganised mess with no real structure to it. As above, there is nothing to make the text stand out. It's dull.
We then come to the horrible mess that is the main body. Now, we will give it to 888Sport, they have tried to be different and quirky but it's failed. The main body is split into three columned sections offering different current markets with a couple of links to the casino and live casino awkwardly thrown in. The boxes linking to these markets are different sizes and it just feels like they have had a spring clean and dumped all the content they don't want on this main body of content. It is all over the place. One minute you're looking at a WTA tennis match and the next minute you're facing a Danish Superligaen fixture and all the odds that accompany it.
It is not all bad. The header tab covers a list of key links such as live betting, mobile, and VIP. The sports tab also has a drop-down menu which offers links to the main sports which is far easier to use than the sports section on the left column of the main site. 888Sport has also done a good job in highlighting its social media presence and that cannot be underrated.
So it is quite disappointing that in terms of style and lay-out the design of this site has severely failed. However, the bookmaker is clearly in touch with how important aspects such as in-play betting, mobile, and social media are so all hope is not lost. A simple re-brand of the site could really freshen things up and be a game-changer for this site.
The header bar is probably the stand-out part of the site with a limited number of options keeping it simple. It's nice to see the other brands belonging to the 888 Holdings portfolio not shamelessly advertised and listed across the top. It feels like 888Sport is the sole focus and that does make the customer feel less of a statistic and more somebody that the bookmaker wants specifically at their sports betting page. There is only one small link that displays the other brands and those only appear as a temporary drop-down menu.
Unfortunately, the main body of content is just a mess. Different sized boxes linking to markets add confusion and a lack of structure. The random placement of links to the casino and live casino feel out of place. There does not seem to be any working order to the markets shown either. It is here, there, and everywhere.
It is also hugely disappointing that such a large amount of content can only be seen when scrolling down the page. As we have emphasized before, it is pivotal for a site to get as much of the vital information and content on that first landing screen without forcing the user to scroll down. 888Sport fails to pull that off with maximum effect.
It lists three potential options. The first is email where customers enter their email address and a link to the mobile app will be emailed through. The second is a QR code which allows customers to scan it into their phone so the app automatically loads. The third is an SMS text message which will text back a direct link to the app on the mobile device being used. In addition to this, a link is also displayed further down the page linking to the app store where the mobile app can be downloaded on iOS devices.
The mobile product itself is not a vast improvement on the online version. The colour scheme is still horrendous and the main body of content is all over the shop. The swipe bar that allows you to scan across the different sports is a cool touch but overall it is a victim of a lack of creativity from the design team.
888Sport also offers a superb VIP experience. This is beyond the usual half-hearted VIP product that other bookmakers offer. This product gives customers their own account managers, gives them the chance to win extra prizes, and there are also special events organised for VIP members. It does well to give punters a more privileged experience.
888Sport come under the latter of those two groups. There is no easy way to find a link to their help section. You need to scroll down to the very bottom of the page and find the tiny text-based link for “Contact Us”. Even when you do that it is not the end of your road. You are then given an array of links to potential contact methods which are limited to a contact form and a telephone number.
The saving grace is that once you actually get through to the 888Sport customer support team they are actually not too bad. It is bewildering that with a relatively satisfactory standard of customer service that they would be more enthusiastic about using that.