Sky Betting & Gaming

Sky Betting & Gaming is a UK-based digital gaming company operating five main brands including Sky Bet, Sky Vegas, Sky Bingo, Sky Casino and Sky Poker. They focus on customer preferences and developing products to meet market demand.
Sky Bet is closely aligned with Sky Sports, which has helped the company to grow and build brand recognition. The organisation is also part of Flutter UK & Ireland, a division that also manages other brands, including Paddy Power and Betfair.
The company employs over 7,000 people across functions such as technology, product development, commercial operations, data, infrastructure and marketing. 
The company uses proprietary AI and machine learning tools as a central part of its responsible gambling approach, monitoring customer activity in real time to detect and engage with players who may be at risk of harm.
It offers products designed to appeal to a broad audience while focusing on regulatory compliance and customer trust.
Sky Bet has considerable market share in the UK, especially in the mobile sports betting market, has a significant horseracing offering and often runs promotions based around boosts and special offers.