Bet365 as it is now was founded in 2000 by Peter Coates, currently chairman of Stoke City FC. He originally began his business in 1974, opening retail bookmakers on the UK high street. The company has grown massively since then, turning over around 5 billion GBP, making Coates one of the richest people in the UK.

The company is still based in the East Midlands city of Stoke and now has a website available in 16 different languages. They are always constantly moving forward and, one of the first companies to embrace in-play betting, they are also at the forefront of the live streaming of sporting events.

They offer a huge range of markets as well as highly competitive odds. They primarily focus on football and horse racing, both of which are covered in superb depth. The big leagues have 66 markets per match as standard which is a good offering and they also have plenty for fans of US sports. Having said that, with around 30 sports usually available to bet on, they have something for everyone really.

As said, the odds are better than average and they run a tight book, with prices boosted even further by the various promotions they offer, of which more later.

The main sports book bonus is a market-leading 200 GBP free bet. This is a 100% match on your first bet of at least 10 GBP and deposit and bonus must be wagered three times prior to withdrawal at minimum odds of 1.50. They also offer very generous bonuses in the casino, poker and games suites.

However, where they really come into their own is with the vast array of ongoing bonuses and promotions they offer. Their amazing 4/1 offer on the horses is effectively a never ending supply of free bets (if you keep picking winners!) whilst the best odds guaranteed and their price promise will also keep racing fans more than happy. They also offer refunds of certain bets if games end 0-0, an accumulator bonus up to 100% and plenty of other regular freebies, the range of which is unsurpassed.

Their in-play console is up there with the very best in the industry. There is a huge range of events offered and the live events have their own dedicated area of the site. The number of events on each match is superb and the interface is quick, efficient and easy to use, supported by decent stats and match information.

The mobile betting offered by Bet365 also competes well with anything else currently available from their rivals. It has a fabulous help section but it couldn't really be any easier - simply go to mobile.bet365.com on your phone and away you go. You can even stream live events to your mobile meaning you always have the action close at hand.

As if that wasn't enough, there is also an extra free bet available of up to 50 GBP (minimum 1 GBP). This is a 100% match on your first bet placed by mobile and is an addition to the 200 GBP sign up offer.

Telephone: 08000 288 365 / +44 1782 684757
Email: support-eng@customerservices365.com
Address: Hillside, Festival Way, Stoke-on-Trent, England, ST1 5SH
Other contact methods: Live chat, callback, fax (08000 328 832)

Bet365 offer just about every customer support option going and all are very good. In tests we never had to wait more than 20 seconds to access live chat (available 24/7) and the answers were promptly provided. On one occasion the agent left the chat very quickly when we didn't answer their question straight away which is clearly not good and, unlike come rivals, Bet365's system does not alert you when the agent has responded. However, other exchanges were all superb, by phone and email. The callback is a nice additional feature and their FAQ/Help section is extensive, to say the least.

Bet365 are a must have for every serious punter. In fact, every punter, serious or not! They offer the full package and near-faultless service and are right at the very top of the bookmaker ladder. A superb welcome bonus, backed up by excellent ongoing promotions, very good odds, a fantastic range of markets and superb in-play and mobile platforms all await.

In addition you will find superb customer service, a fast, intuitive website (minor gripe - it can seem a little cluttered) and a leader in live streaming of a fine range of sports. Moreover they are big enough to be a one-stop shop, yet as they remain a private company, they still offer the personal touch. Top marks!