Sky Betting & Gaming ('SBG') is the UK's leading mobile-led betting and gaming operator, providing real-money gaming and a diversified gaming product portfolio to customers in the UK, Ireland, and elsewhere in Europe. Since 2000, SBG was one of the first operators to recognize the potential of online and then mobile platforms, and to deliver fun, entertaining and quality betting and gaming experiences. SBG operates five principal brands, Sky Bet, Sky Vegas, Sky Casino, Sky Bingo and Sky Poker, entertaining millions of customers each year.
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SBG also operates some of the UK's most popular free-to-play sports games such as Soccer Saturday Super 6, Sky Sports Fantasy Football, Sky Sports Fantasy Six-A-Side and ITV Pick 7, as well as leading sports affiliate Oddschecker, which provides odds comparisons, previews and sporting information. The portfolio is complemented by Sporting Life, a leading source of online content for sporting news, results, cards, fixtures and access to premium content such as UK and Irish racing replays.
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In July 2018, The Stars Group acquired SBG, forming one of the world's largest, most licensed and most geographically and product diverse publicly listed online betting and gaming companies. The combined company unites iconic brand portfolios, strong technology platforms and capabilities, leading positions and differentiated products across multiple betting and gaming verticals, and an emphasis on sustainable, responsible and safer betting and gaming.
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SBG aims to sustain competitive advantages in the growing online betting and gaming markets, based around its market leading, mobile-led product portfolio across betting and gaming; its strong brand and marketing assets; a large, recreational and loyal customer base; a leading technology platform with a lean and agile structure supporting rapid innovation; and an experienced leadership team, with a strong company culture that supports innovation and entrepreneurialism. Headquartered in Leeds, Sky Betting & Gaming has a proud track record of job creation and rapid growth in Yorkshire, where a unique work environment has allowed more than 1,400 people to develop, and be challenged and well-rewarded, create innovative products and solutions for our customers.