Rated 4.4 of 5 based on 323 ratings.

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Review updated on 14th July 2018

About Unibet

Unibet is an online gambling firm that operates a number of different products within the industry including casino, poker, bingo, scratch cards, and sports betting. It was founded in 1997 by Anders Strom and is becoming one of the biggest brand names in online betting.

The company recorded revenues worth £354.1 million over the course of 2015. This is almost a 100% increase on the revenues of the company confirmed in 2012 when they announced revenues worth £197.2 million.

It is a firm that boasts over 15 million customers across 100 markets worldwide. The company was officially listed on the Nasdaq Stockholm back in 2004 helping it to move to the next level in the online gaming industry.

The operator has won a plethora of awards over recent years including the Operator of the Year for 2016 at the EGR Awards, Socially Responsible Operator of the Year for 2016 at the IGA Awards, and Sports Betting Operator for 2016 at the EGR Awards.

In November of 2016, Unibet officially confirmed a partnership deal with Swedish electronic developer BankID to become the first gambling operator to use the bank developed solution for its gambling brands.

Bookie Offers & Promotions

Unibet is an online bookie that is perhaps more renowned for its casino arm but it is gaining a stronger reputation within the sports betting industry. Its promotional offers and bonus deals are becoming a key part of its improved reputation.


Here is a comprehensive selection of the current long-term offers and promotional bonuses available for Unibet punters to get involved in. A choice of short-term offers are also offered on a frequent basis but you will have to check the Unibet promotions page on the bookmaker's website at for more details on those types of offers.

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Website Design

Unibet feels like it is exactly what it is. That is a casino operator that has launched a sports betting product as an accompanying service. Yes, it might list the sports betting product first on its sections tab but make no mistake we all know that Unibet prioritise the casino gaming market for their business.


The design of the site feels a little light. There is a feeling that not too much in-depth thought has gone into what they want to offer their customers. The best way to describe it is that it feels like a work-in-progress. This is quite a damning comment for an operator that has been in the gambling industry for a couple of decades now.

One of the positives of the site is that it ensures the fundamental aspects of a sports betting site are taken care of. The tab list displays the essentials such as horse racing, greyhound racing, and other site offerings such as in-play, live streaming, and news. However, the absence of football in particular is a bit bizarre given its clear favouritism towards the sports in its promotions.

The pick of the latest bets at the top of the main page is useful and the list of upcoming events below that ensures it is a simple front page to understand without having too much information rammed down our throats.

A list of all the sports available down the left side slightly compensates for the lack of more main stream sports across the top tabs. However, it is a bit frustrating that you have to scroll down to find some key sports such as football, basketball, and tennis.

The colour scheme is quite cool. The green, white, and black combination works well and provides a site design that is very easy on the eye. So whoever was in charge of the visual side of the design has done a top job.

Also, another decent attribute of the design is having the betting slip only appear when a bet is placed. This might confuse some new customers who are not entirely familiar with the betting process online but it is a smart move to free up space on the main page by eliminating the permanently displayed betting slip.

Website Navigation

Unibet might not have nailed the design of the site down in every aspect but due to lacking coverage of all areas it does benefit from easier site navigation. There is less displayed on the site to confuse punters.

There is a clear layout on the main page to ensure punters know exactly where everything is located, even if it is not all ideal. The different Unibet brands are displayed across the header tab and then the easy-to-read tabs below the header and down the left side offer a one-click link to key areas of the site.

The inclusion of the 'Popular” has both a positive and negative impact. It does allow the punters to be aware of which sections of the site are attracting the most interest but it can also put some other vital sections to the back of the queue and out of eye shot.

It is great to see popular features such as the in-play, streaming, special offers, and apps are all easy to find on the landing page. That is not always the case with sports betting sites. The betting slip remaining invisible until a bet is placed might lead to confusion with new punters but it's a cool approach that does away with the norm.

The Unibet community, help, and responsible gaming links are also clearly visible at the top of the page which is something that is often shunned by other operators. Particularly the latter two of those three links. A number of bookies are reluctant to let punters contact them but Unibet ensure this is easy by making the help section obvious.

Overall, this is a very user-friendly site. It could do with more emphasis on the more popular sports and there are a few sections that could do with bulking up because it does feel like the site is a bit sparse in places but that works in the navigational side's favour.

Mobile Betting

First and foremost, it is refreshing that a sports betting website has made accessing its mobile apps such a convenient process. Other bookies online have failed to pull this off and it seems as if some competitors are even ashamed of their mobile products.

The apps link is clear to see for customers on the Unibet website and that is a real delight for mobile users. The operator has a different app for each of its sports betting, casino, poker, and even their live casino brands.

It is fascinating to see the time and effort that Unibet has invested in their mobile product. The app claims to offer the best odds on the biggest sporting events, live streaming on over 10,000 events each year, in-play betting, and notifications relating to the biggest events.

Interestingly, not only is the app available to download on the iOS and Android platforms but Unibet has also developed an app for release on the Apple iWatch which is a step into a whole new area for mobile sports betting. Innovative mobile gaming from Unibet.

Key Features

Unibet might seem to have not entirely committed all their time and effort into their sports betting arm but the site still offers a range of features that are interesting to customers and worth checking out.


In-play – this is one of the most popular features on the sports betting market right now and Unibet are completely aware of this. Their in-play betting markets are up there with the best so if you do decide to sign up then you will certainly want to make full use of this.

BetUP – this is an innovative and unique pool-betting game available to Unibet customers. Players can score points during this game by predicting a set of events in each live football match. The players that earn the most amount of points will win a share of the cash prize pool.

Live Streaming – many online bookies now use live streaming to make certain events more appealing. The coverage they offer is not as comprehensive as with other bookies but it does a decent job and live streaming is always great for those in-play bets and markets that need that keen eye to detail during play.

News – an intriguing section that is not always included by online sports betting sites. This keeps customers up to date with the latest betting news. It could usually be communicated in a news letter but Unibet are aware that punters might not want to receive junk news letters so this is the best way to get the news across.

Unibet Community – it was once alleged that the days of the internet forum had been killed by the rise of Twitter and YouTube. Not true. Unibet have a superb online community and it is brilliant to see a sports betting site actively promoting social engagement in such a form.

Customer Service Details

The customer support section is another area of the Unibet site that they appear proud to show off as opposed to keeping it under lock and key like some of their rivals across the online sports betting market.


Not only is there a help section with a list of frequently asked questions but it also splits the help section up into the different brand sections. This helps punters sifting through lists of meaningless questions not related to their area of concern.

Unibet also offers customers the chance to contact them directly either through the Unibet community, live chat, telephone, or email. The telephone lines are also open 24/7 so there is never a time you cannot contact them. Generally, the feedback relating to the actual service offered by the support teams is also positive so credit to Unibet where it is due.

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