Our vision

We have a clear mission to Make Betting and Gaming Better. We do this by being customer obsessed, with a high focus on quality, and investing in our brand, technology and people to deliver continuous improvement. We are aiming to be the UK’s best digital company.

Our business

SBG is the UK’s No.1 mobile-led betting and gaming operator, providing real money gambling and a diversified gaming product portfolio to customers in the UK, Ireland, Italy, Germany and Austria. Founded in 2000, we were one of the first bookmakers to recognise the potential of online and then mobile platforms, to deliver fun, entertaining and quality betting and gaming experiences. We operate five principal gambling brands, Sky Bet, Sky Vegas, Sky Casino, Sky Bingo and Sky Poker, entertaining over 2.5 million customers during the year ended June 2017.


A global leader in regulated online gambling


new games in FY2017


system availability


peak log-ins per second


peak bets per second


Our people and operations






(Leeds, Sheffield, London, Birmingham, Rome, Malta)

Our people

Our people are at the heart of what we do, and we have built a unique and powerful culture, with lean and agile principles at the core of how we operate. We aim to make SBG the UK’s best digital company.

We are proud of our track record of job creation and development in Yorkshire, creating a work environment with no boundaries, where people can grow, be challenged, be well rewarded and develop innovative, creative and amazing products and solutions for our customers.