WhiteBet, owned by Evoke Gaming Ltd, are an online bookmaker licenced by the MGA in Malta and the Gambling Commission in the UK (meaning they can still offer their services to UK customers). In addition to a bookmaker, there is live betting, a casino and poker room. In this review, we analyse all aspects of White Bet’s service.
The homepage is fairly basic, utilising a white, grey and black colour scheme. There is a sliding banner at the top of the page and a number of graphics advertising the services on offer. The bookmaker follows the standard layout used by most bookmakers nowadays, with the list of sports on the left hand side of the page. Above, customers can quickly access their desired market/match by using the search bar, or alternatively they can filter events by start time.
The centre of the page is reserved for the most popular bets, and is replaced when a market is selected by the customer. The bet slip is on the right side alongside a list of market movers. There is a statistics section which can be found on the menu bar. Powered by Score24, it provides a reasonable amount of data about teams and players from a range of sports which can assist punters when making their betting decisions.
WhiteBet do not currently have a mobile betting app or a responsive web app and therefore when visiting their site from a mobile device, customers are faced with the task of navigating around the site created for the desktop, zooming in to access the links and button. This is off-putting.
The website can be viewed in English, Swedish, Finnish, Norwegian, German and Polish.
WhiteBet compile odds for a total of 22 different sports. Although this is a reasonable enough spread of disciplines, their business is very football centric, with over 21,000 football bets at the time of review. To put this into perspective, the second most populated sport in terms of markets was basketball with 345. Ice hockey was third in line with 127, and all the other sports had less than 100 bets.
As the number of bets would suggest, the football coverage is comprehensive. In addition to major international and European competitions, there are 43 different countries covered. From Malta to India, Iran to Kuwait, WhiteBet have a good geographical reach. The matches in the top leagues around Europe (German, Italian, Spanish and English) have around 80-90 additional bet types for games. These include Asian handicaps, over/under goals, correct score, number of yellow cards etc. At the same time, Bet365 had around 105-125 (depending on the league) and SkyBet had between 65-95.
Basketball betting incorporates matches from 18 countries and international competition for the male action. Countries like France and Italy have odds for their top two domestic leagues.
The baseball action covers the MLB in the USA and also the Mexican competition. The MLB matches typically have around 5-6 extra bet types which include the handicap and over/under. The WhiteBet ice hockey section is just fair, with odds of matches from 7 leagues around the world on top of international competition. The bulk of the markets come from the NHL, but again there are only a handful of additional bets for each match (Bet365 typically have around 17).
The total book percentage is determined by converting all odds in an event to percentages (100/decimal odds) and adding them together. The purpose of doing this is to determine how fair the odds are – a book with no inbuilt profit margin would equate to 100%, and therefore the closer to that figure, the smaller the profit the bookmakers are taking.
The English Premier League football matches are quite competitive in terms of their odds, working to 104.5-105%. This sits just above industry standard. Dropping down the football pyramid to League One, and the odds are far less generous, working to 110%. The baseball moneyline odds in the world’s premier league, the MLB, compile to 106%. Basketball odds typically work to 105.5-106% for the top leagues and the ice hockey odds are a bit bigger, with the total books for matches on the ice usually working to around 110% (a bigger percentage can be expected as there are 3 outcomes in an ice hockey match and just 2 in an NBA contest).
Overall, the odds for the top football matches in Europe are competitive with the larger firms, but WhiteBet are cautious with their odds for other sports and the lower leagues.
Clients can add to their WhiteBet account using the following deposit methods:
Live chat is available from 9am-1am daily, and punters can interact with customer services in English, Norwegian, Swedish and Finnish. There are two telephone numbers; for Swedish +46 (0)8 667 33 22, and Finnish – +358 (0)646041322 or alternatively, customers can email in at Support@whitebet.com. For those who wish to write in to the company, they can be contacted at:
Evoke Gaming Ltd,
85 St John Street,
A solid and transparent customer services that has to be given the thumbs up.
WhiteBet have plenty of room for improvement. They lack any sign up bonus and offer no mobile website, alienating a large number of potential customers. As a company who appear to focus on the Scandinavian market, there could be more emphasis on sports that are popular in the country, with the market depth for sports such as handball being just moderate. The odds for football matches in the top leagues are competitive without being standout. With solid customer services and a decent number of football markets covered, WhiteBet have potential, but they need to make some improvements.