What Easyodds does

Easyodds.com Limited operates easyodds.com, a free-to-use online sports betting odds comparison and affiliate platform serving UK sports bettors. Founded on July 4, 2000, the company claims to be the first sports betting affiliate site on the internet and has operated continuously for over 20 years. The platform aggregates betting odds from multiple licensed and regulated bookmakers — including bet365, William Hill, Betway, BetVictor, BoyleSports, Smarkets, and Stake.com — allowing users to compare prices, access free bet offers, promo codes, and bookmaker reviews across football, horse racing, and other sports. Supplementary content features include betting tips, match previews, betting guides, dedicated football club pages, casino reviews, and a betting apps comparison section. The technology stack is a standard web-based platform using cookies for user preference tracking, location-based content customization, and Google Analytics for traffic analysis; no proprietary technology, mobile app, or API is disclosed.

The company is registered as Easyodds.com Limited (UK private limited company, company number 03932283), with its registered office at Platform, 217 Harbour Yard, Chelsea Harbour, London, SW10 0XD. It is independently and wholly owned, bootstrapped without disclosed external investment, and operates under a product-led growth model with a small team of 11-50 employees. Geographic focus is the United Kingdom with an explicit restriction excluding the USA. Revenue is generated exclusively through affiliate commissions paid by online gambling and trading operators when users sign up via tracked links, supplemented by advertising. The business carries no inventory risk, does not accept wagers directly, and is exposed primarily to UK gambling advertising regulations and to the commercial terms negotiated with bookmaker partners.

Name

Easyodds

Legal name

Easyodds.com Limited

Website

https://easyodds.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Easyodds.com Limited operates easyodds.com, a free UK-based odds comparison and sports betting affiliate website serving sports bettors with odds comparisons, betting tips, free bet offers, and bookmaker reviews from licensed operators, monetized via bookmaker affiliate commissions.

Ownership category

akta.pro rank

Product category

Sports Betting Odds Comparison

NAICS

Gambling Industries (7132)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

akta.pro secondary industries

SEO/Content Publishing Networks for Betting Leads (MPAEAMAG), Bonus/Promo Code & Deal Aggregators (Betting) (MPAEAMAD)

Keywords

• Sports betting odds comparison
• Bookmaker affiliate marketing
• Betting tips and previews
• Free bet listings
• Online gambling affiliate

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Affiliate Marketing / Lead Generation: Easyodds generates revenue by earning commissions when users sign up with bookmakers and betting exchanges through affiliate links. The company describes its commercial aims as 'funded by advertising and affiliate marketing' involving 'generating customers for online gambling and trading companies via techniques that include odds comparison and signing-up offers and promotions.' All operators are listed on their sites.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Easyodds operates a free-to-use online odds comparison and sports betting affiliate platform that aggregates betting prices from multiple licensed UK bookmakers, enabling users to find the best odds, free bets, and promotional offers across sports including football, horse racing, and other events. The platform is supplemented by editorial content such as betting tips, match previews, bookmaker reviews, betting guides, and promo codes. Revenue is generated through affiliate commissions when users sign up with partnered bookmakers, plus advertising, rather than through user fees or direct wagering.

Product overview

Easyodds.com operates as a single unified odds comparison and sports betting affiliate platform. The core product is the comparison platform itself, supplemented by curated content features including betting tips, free bet listings, bookmaker reviews, betting guides, and promo codes. The service connects users with licensed bookmakers and betting exchanges, providing information and odds comparisons rather than accepting wagers directly. Founded on July 4, 2000, it claims to be the first sports betting affiliate site on the internet.

Differentiator

Problem solved

Functional benefit

Products and services

• Easyodds.com Odds Comparison Platform A free-to-use web-based odds comparison and sports betting affiliate platform that aggregates and displays betting odds from multiple licensed bookmakers across sports markets including football, horse racing, and other events, enabling users to compare prices, locate free bets and promotional offers, and access editorial content. Targets individual UK sports bettors.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Oddschecker: The UK's dominant odds comparison and affiliate site; directly overlaps Easyodds on sportsbook comparison, free-bet aggregation, and SEO-driven UK betting traffic.
• OddsMonkey: UK-focused odds comparison and matched-betting affiliate platform; overlapping audience of value-seeking sports bettors with affiliate-driven revenue model.
• OLBG (Online Betting Guide): Long-running UK community-driven betting tips and tips comparison platform; competes for the same sports bettor audience and SEO keywords as Easyodds.
• Bookies.com: Sportsbook comparison and affiliate site focused on the UK and international markets; directly comparable product (odds comparison + bookmaker reviews) and revenue model.

Broad incumbents

• bet365: The largest UK-facing online sportsbook and a headline Easyodds partner; competes directly with affiliate aggregators for sportsbook sign-ups via its own heavy brand marketing.
• Betfair: Major UK-licensed betting exchange and sportsbook; compared on Easyodds' pages and supplies a leading set of prices that Easyodds surfaces - large incumbent competing for the same punter wallet.
• William Hill: Legacy UK bookmaker featured prominently on Easyodds' bookmaker reviews; operates its own affiliate program that competes with aggregators for referred customers.

Emerging players

• BettingExpert (by Better Collective): Community-driven betting tips platform owned by Better Collective; adjacent in tips/affiliate content but operates at larger scale and global footprint than Easyodds.
• Prizm (Prizm Betting): Odds comparison and betting analytics app in the UK/European market; newer entrant competing for the same casual-bettor SEO and app discovery channels as Easyodds.

Others

• Smarkets: UK-regulated betting exchange listed as a partner bookmaker on Easyodds; overlaps operator-side rather than as a competing comparison site, but addresses the same end user.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/easyodds
• YouTubeyoutube.com/@easyodds
• Facebookfacebook.com/easyodds

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Easyodds