OnTheBallBets

What OnTheBallBets does

OnTheBallBets is a UK-focused online betting comparison platform established in 2016 that independently tests and rates 40+ UKGC-licensed bookmakers to help UK sports bettors identify best-value operators. The platform serves UK punter segments including general sports bettors as well as horse-racing-focused and football-focused specialists, delivering content across welcome offers, odds competitiveness, withdrawal speeds, app quality, and responsible-gambling standards. Company contact details list a Paris, France address at 34 avenue des Champs Élysées, suggesting a remote or distributed operating model targeting the UK market exclusively.

The company's core product is the proprietary OTBB Rating System, a documented five-factor scoring methodology weighting Offer Value (25%), Trust Index (25%), Margin Grade (20%), Feature Completeness (15%), and Payment Flexibility (15%) on 0-10 scales. Supporting products include comprehensive bookmaker reviews, a welcome-offers comparison tool, sport-specific vertical guides (football betting markets, horse racing BOG analysis), and a betting glossary that defines both industry and proprietary OTBB terminology. Independent testing methodology involves real-money deposits and £50 withdrawals across e-wallets, debit cards, and bank transfers to measure actual payment processing, with monthly odds comparison across 20 Premier League 1X2 fixtures per bookmaker and quarterly rating updates post-major platform changes.

OnTheBallBets operates a pure affiliate-referral revenue model, earning commission from 10+ bookmaker partners (core tier: bet365, Betfred, William Hill, BetVictor, BOYLE Sports; minor tier: LiveScore Bet, talkSPORT BET, Betway, Jeffbet, BetUK) when referred users register and bet. The platform is entirely free for consumers with no subscription, registration, or payment fees. Distribution relies on SEO-optimized educational content (betting guides, glossary, bookmaker comparisons) supplemented by an organic social media presence on Twitter/X, YouTube, Facebook, and LinkedIn. The team is led by operator Mike Lovatt (14 years of online sports betting experience) with Richard Smith contributing as Sports Betting Expert.

Name

OnTheBallBets

Legal name

OnTheBallBets

Website

https://ontheballbets.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

OnTheBallBets is a UK bookmaker comparison platform that independently rates 40+ UKGC-licensed sportsbooks using a proprietary five-factor scoring system, serving UK bettors across football, horse racing, cricket, and tennis through free content monetized via affiliate commissions.

Ownership category

akta.pro rank

Product category

Sports Betting Affiliate Comparison

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

akta.pro secondary industry

Tipsters, Picks & Betting Advice Lead Gen (MPAEAMAE)

Keywords

• Betting site comparison
• Bookmaker reviews
• Sports betting affiliates
• Welcome offer comparison
• UK gambling guides

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate Commission: OnTheBallBets earns commission from bookmakers and betting sites they recommend throughout their content. The site is free to use for consumers. Commission structures include revenue share arrangements and potentially cost-per-acquisition payments when users sign up through affiliate links.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

OnTheBallBets is a UK-focused bookmaker comparison platform that independently tests and rates 40+ UKGC-licensed betting operators using its proprietary OTBB Rating System. The platform offers in-depth bookmaker reviews, welcome offer comparisons, sport-specific betting guides (football, horse racing, cricket, tennis), and a betting glossary, monetizing exclusively through affiliate commissions from featured bookmakers.

Product overview

OnTheBallBets is a UK betting sites comparison platform offering a unified suite of bookmaker rating and review services. The core product is the proprietary OTBB Rating System that scores 40+ UKGC-licensed bookmakers across five weighted methodologies. This is supported by comprehensive Bookmaker Reviews, Welcome Offers Comparison tools, and sport-specific Betting Guides (Football and Horse Racing), plus a Betting Glossary. The platform operates as an affiliate marketing business, earning commissions from recommended bookmakers while providing unbiased comparison content. All featured bookmakers are independently tested and verified for UKGC licensing compliance.

Differentiator

Problem solved

Functional benefit

Products and services

• OTBB Rating System Proprietary bookmaker rating framework scoring UKGC-licensed betting operators across five weighted methodologies (Offer Value 25%, Trust 25%, Margin 20%, Features 15%, Payment 15%), producing 0-10 overall scores used to rank 40+ UK bookmakers.
• Bookmaker Reviews Comprehensive independent reviews of UKGC-licensed bookmakers covering welcome offers, withdrawal speeds, app quality, odds competitiveness, and trust factors, with detailed comparison guides for UK bettors.
• Welcome Offers Comparison Aggregated comparison of bookmaker welcome bonuses including total value, minimum odds, expiry windows, and offer terms scored using the OTBB Offer Value methodology.
• Football Betting Guides Comprehensive football betting site comparisons covering Bet Builder features, early payout offers, live streaming, and Premier League, Champions League, and Championship betting analysis for UK bettors.
• Horse Racing Betting Guides Specialized racing betting content comparing Best Odds Guaranteed policies, extra places promotions, and racing features across UK bookmakers with detailed analysis of BOG caps, start times, and streaming coverage.
• Betting Markets Guides Educational content explaining football betting markets including match result, Asian handicaps, corners, cards, goalscorer markets, and betting strategies with bookmaker recommendations for each market.
• Betting Glossary Reference resource defining key betting terms including accumulator, ante-post, Best Odds Guaranteed, Bet Builder, Cash Out, Each-Way Betting, free bets, in-play betting, and proprietary OTBB scoring methodologies.

Quantifiable outcome

• Independent testing of 40+ UKGC-licensed bookmakers with quarterly rating updates
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• bet365coreGTM or Marketing PartnerFeatured partner and top-rated bookmaker on OnTheBallBets. bet365 scores highest (8.4/10 OTBB Rating) for comprehensive coverage, 100,000+ live streaming events, and fastest PayPal withdrawals (1-2 hours). OnTheBallBets provides affiliate traffic and customer referrals to bet365 in exchange for commission payments.
• BetfredcoreGTM or Marketing PartnerFeatured partner ranking second (7.3/10 OTBB Rating). Specializes in horse racing with Best Odds Guaranteed from 8am (earliest in UK) and highest welcome offer value at £50. OnTheBallBets features Betfred prominently in racing-focused content and comparisons.
• William HillcoreGTM or Marketing PartnerFeatured partner with 7.8/10 OTBB Rating emphasizing heritage brand reliability since 1934. OnTheBallBets highlights William Hill's 90 years betting expertise, radio commentary feature, and strong UKGC licensing record in reviews.
• BetVictorcoreGTM or Marketing PartnerFeatured partner scoring 7.5/10 OTBB Rating for competitive odds across all sports. OTBB Margin Grade scores 8.5/10 for excellent value. OnTheBallBets promotes BetVictor's sharp pricing reputation and reliable withdrawal processing.
• BOYLE SportscoreGTM or Marketing PartnerFeatured partner scoring 6.7/10 OTBB Rating. Irish bookmaker specializing in Irish racing with Pick Your Place functionality. 30-day free bet expiry (4x standard 7 days). OnTheBallBets provides affiliate traffic in exchange for commission.
• LiveScore BetminorGTM or Marketing PartnerFeatured partner scoring 6.6/10 OTBB Rating. Integrates real-time scores within betting interface for seamless live score and betting experience. Modern platform targeting mobile-first bettors.
• talkSPORT BETminorGTM or Marketing PartnerFeatured partner launched by talkSPORT radio integrating broadcasting expertise with sports betting. Radio content integration provides exclusive insights from presenters.
• BetwayminorGTM or Marketing PartnerFeatured partner scoring 6.8/10 OTBB Rating. Operates globally with strong esports coverage alongside traditional sports. OTBB Feature Completeness scores 7.5/10 with comprehensive bet builder.
• JeffbetminorGTM or Marketing PartnerFeatured partner established UK bookmaker with straightforward approach. Competitive football odds, clean interface, and simple terms without hidden conditions.
• BetUKminorGTM or Marketing PartnerFeatured partner launched by LeoVegas Group focusing on UK markets. Clean interface design prioritizing usability. LeoVegas acquired by MGM Resorts in 2022.
• GambleAwareminorOthersUK's leading charity committed to reducing gambling-related harms. OnTheBallBets links to GambleAware resources as part of responsible gambling messaging. The charity funds education, prevention and treatment services, and commissions research on gambling-related harm.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Oddschecker: UK betting odds comparison platform aggregating prices across multiple bookmakers and providing tips, tips and content. Direct competitor to OnTheBallBets in the same UK sports betting comparison niche with overlapping bookmaker partner set (bet365, Betfred, William Hill).
• Better Collective: Listed Danish sports betting and media affiliate company operating across multiple markets with sports comparison, tips and content products. Directly comparable to OTB in model (affiliate commissions) and category (sportsbook comparison and education).
• WhichBookie: UK-focused bookmaker comparison and review site providing operator rankings, offers and editorial content. Most similar geographic focus and offering to OTB, serving the same UK bettor audience with affiliate-driven revenue.
• Gambling.com Group: Publicly-traded (NASDAQ: GAMB) performance marketing and media company focused on online gambling affiliate and comparison sites across multiple geographies. Highly comparable business model to OTB's affiliate-driven comparison platform with similar revenue mechanics.
• XLMedia: Performance media business with significant sports betting and casino affiliate operations globally. Direct competitor in the affiliate sports betting comparison space with similar SEO and affiliate economics to OTB.
• Bookies.com: Online bookmaker comparison and review site aimed at connecting bettors to sportsbooks. Directly comparable affiliate and content-led comparison model with similar revenue mechanism to OTB.
• Catena Media: Global online gambling affiliate and lead generation company with extensive sportsbook comparison and casino affiliation assets. Closely aligned with OTB's sports betting affiliate and bookmaker review model.
• BettingExpert: Community-driven sports betting tips and predictions platform with tipster rankings and bookmaker connections. Overlaps with OTB's betting tips and educational content offerings, sharing content-led engagement and bookmaker referral revenue.
• OddsMonkey: UK matched betting / sports betting affiliate platform offering bookmaker sign-ups, odds tracking and matched betting tools. Notably, the founder of OnTheBallBets previously operated a matched betting site, making OddsMonkey a near-twin peer in niche and methodology.

Broad incumbents

• Racing Post: Established UK horse racing and sports media brand providing news, tips, racecards and affiliate links to bookmakers. Broader incumbent with deeper editorial heritage in UK racing, comparable to OTB's horse racing comparison content and bookmaker referral model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/OnTheBallBets1
• YouTubeyoutube.com/@ontheballbets
• Facebookfacebook.com/OnTheBallBets
• LinkedInlinkedin.com/company/ontheballbets

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 OnTheBallBets