Betrally are one of the newest firms trying to break into the ultra-competitive world of online bookmaking. A Cypriot firm, they started out in 2012 and operate under a licence acquired in Curacao. Including in the offerings are a traditional bookmaker, live betting, virtual action, a casino, a live casino and a range of different games. Have this young bookmaker got the resources, the odds and the creativity to establish a name for themselves and muscle their way into the market? We find out.
First impressions from the website are very positive. A navy, green and white theme is adopted, with what looks like turf covering the outer sections of the page. The list of covered sports can be found on the left hand side of the page with a picture of each discipline next to the name of the event. Live betting, betting highlights and events soon to start are the default markets in the centre of the page, allowing customers to quickly navigate to current events. The betting slip can be found on the upper right section of the page. Good graphics are used throughout the site and clear font and solid spacing helps to make everything easy to identify.
Customers can view the Betrally website in six different languages; English, Argentinean (Spanish), Italian, Dutch, Greek and Russian. They can also change the odds display, with decimal, fractional and American the three options. The website is slick, has been well designed and is intuitive – it gives the impression that Betrally are a long established company, which gives customers confidence.
When accessing the BetRally website from a mobile device, customers are immediately directed to a responsive web app. This site is dynamic and even has a bet search feature which lets customers access their desired game/market without having to fiddle around too much. Big positive.
Betrally offer a total of 27 different sports, which is a fair number for a newcomer to the industry. To compare, industry stalwart BetVictor offer 32, Betway price up 28 and Bet3000, 18.
Naturally football, basketball, American football and tennis are the most popular sports and are listed at the top of the page. Most major field sports, racket sports and motor sports are covered and there are also odds for boxing and MMA.
In additional to the number of sports, the depth of the markets is also fair. Looking at football, most of the top countries and leagues around the world are covered. The lower profile footballing nations such as Kuwait, Oman and Saudi Arabia all have matches priced up, although Betrally does stop short of offering some of the Eastern European football which has been open to corruption in recent years.
English football has very good coverage. From the English Premier league all the way down to Ryan Premier (eighth tier of competition), there are odds. Admittedly once going lower than the Conference South, all that is available is the betting on the league winners, but it is still better than a large percentage of new and smaller companies in the industry.
For Premier League matches, there are usually around 90-92 additional markets for each game, three days prior to kick off. This is certainly competitive in comparison to other firms. BetVictor offer around 84, BetWay around 100 and Bet3000 around 30.
There is no horse racing or greyhound racing betting available. This is probably for two reasons; firstly Betrally don’t seem to be especially targeting the UK market (who are renowned for having an interest in these sports), with the largest percentage of custom actually from other countries, and secondly because manning these markets requires a fair amount of trading resources.
The odds on offer at Betrally are certainly reasonable. For the English Premier League matches, the total book percentages come to around 105%. If there were no built in profit, the figure would be 100% and the closer to 100%, the more generous the odds are. Industry leaders such as Bet365 and BetVictor operate at around 102.5-103.5%, but very few firms can compete with that. Betrally’s odds compare favourably with companies such as Betway (107.5-108%) and Ladbrokes (106-107%).
The Cypriot company also perform fairly well in the American football markets. On the moneyline, their odds compile to around 103.6%, just shy of BetVictor’s 103.3%, but better than Ladbrokes (104.5%) and Betway (104.4%).
It would be difficult for Betrally to stay in business if they were offering the best odds in the industry at this point. The turnover is just not there. However, the fair odds over a range of sports is commendable and will stand them in good stead.
Betrally try to entice web and mobile customers with a 100% sign up bonus up to €100. At face value this seems like a very attractive offer, but it does come with some terms and conditions that may put certain customers off.
To activate the bonus, punters have to place their initial deposit amount on a minimum of a 3 selection combination bet with odds of at least 1/21.50-2000.50-2.000.50. There is a good chance of this bet losing, as if all of the selections are available at the minimum odds required of 1/21.50-2000.50-2.000.50, then the accumulative price is (29.6% chance of success).
Once the bonus has been credited to the customer’s account, it can only be withdrawn once it has been rolled over on minimum 3 selection combination bets, again with minimum odds of 1/21.50-2000.50-2.000.50 on each selection. The number of times the bonus must be rolled over depends on which country customers are from:
Those from Ireland, Germany, Greece, Austria, Denmark, Finland, Sweden, Norway, Japan, Canada, Switzerland, Luxembourg, Iceland, Australia and New Zealand must roll over the deposit + bonus amount a minimum of five times.
Those from Portugal, Slovakia and Slovenia: deposit plus bonus amount must roll over the deposit + bonus amount a minimum of six times.
Those from Czech Republic, Belarus, Romania, Serbia, Hungary, Armenia, Georgia, Uzbekistan, China and the rest of the world: deposit plus bonus amount must roll over the deposit + bonus amount a minimum of ten times.
Customers from Russia, Poland and the Ukraine are not eligible for the promotion, probably due to bonus abuse that goes on in these countries (not that it would be easy to scalp this bonus!)
As if the rollover terms were not stringent enough, only 50% of the bonus is the maximum amount that each bet will contribute to the rollover requirements. So for each bet of €100, only €50 contributes to Betrally’s requirements. This bonus is very difficult to get anything out of, and in all likelihood customers will lose their initial deposit amount as well.
When clicking on the ‘contact us’ page, customers are greeted with just one solitary option – to email email@example.com. The site assures punters that Betrally have a professional team on hand to answer any queries 24/7, but they do not provide a telephone number, fax number or an address for any written correspondence. There is actually a live chat function which can be found on the side of the page, but there is little indication of how many hours a day this service is manned.
Currently there are only four avenues through which customers can deposit money to their accounts. A high percentage of customers would use these methods as their preferred avenue of funding their accounts, but it would be nice to see a few more options such as Paysafecard, Paypal etc.
Most of what Betrally are doing is very positive. They have a slick site, a wide range of sports and fair odds. For a new firm, that is quite impressive. To gain more credibility, it would be wise to make customer services more accessible – particularly as the company are licensed out of the Caribbean and as such have to gain punters trust. The bonus could be more customer friendly, as despite its fairly large size, the probability of coming out with any of the concession is minimal. Overall, a thumbs up.