Expands Emphasis On Sports Betting

By introducing two new tools, betting tips and odds comparison, the multi-vertical online gambling comparison platform has expanded its emphasis on sports betting.

A website with a more online casino history, creating a high-quality sports betting product, has emerged as a key goal of the business for 2021.

The odds comparison service from, which currently aggregates six UK bookmakers with five more progressive integrations, was made available to customers this month. The functionality is to be advertised around the web before the end of the year which will see more bookies and betting markets added to the new platform. also provides a betting tips centre, published to coincide with the return of the English Premier League in September, in addition to its odds app. A run-rate of 30,000 visits per month is already reached by tip material, sparking plans for further expansion into additional European football leagues.

Luke Eales, founder & CEO at Seven Star Digital – the parent company of explained: “The allure of odds and tips is their scalability.

“We have developed technology, processes, content expertise and distribution to a very promising level. Thanks to the vast global scale of sporting fixtures and betting interest, we will seek to apply a multiplier effect to our initial success going into 2021.”

The new features are currently available on the UK version, with staggered releases planned for next year, including in the US across each of its 10 local versions. has since been a major part of the organisation’s plans, having been introduced by Seven Star Digital in 2017, reporting record first time depositor (FTD) numbers in September 2020 and again in October 2020.

“Seven Star Digital’s background is weighted towards online casino, where we have driven a high volume of valuable new depositing customers consistently for a number of years,” added Eales.

“We launched as a multi-vertical, multi-geo comparison brand to expand those horizons, and we’re seeing it paying off now, particularly in the betting space. That’s why we’re so excited to release two highly-anticipated sports betting product features that we’ve had our eyes on since day one.”