DraftKings, FanDuel and Bet365 named fairest bookies in US and UK

A new survey conducted by FairPlay Sports Media (FPSM) has focused on collating data and feedback from sports fans and bettors, helping the company find out more about player interactions with gambling businesses, such as sportsbooks, and the opinions that players have about certain brands. The survey reached out to 500 UK and 500 US sports bettors between January and February 2024.

The survey cemented bet365 as the fairest sportsbook in the United Kingdom and DraftKings, along with FanDuel, as the most trusted brand in the United States respectively, Casino Guru News learned in an email press release.

The survey comes at a time of heightened interest in sports and sports betting. 40% of UK respondents said that they trusted bet365 and found it the fairest brand to play at. This percentage is much higher than the second most trusted bookmaker, SkyBet, which only garnered 16% of the votes, or Paddy Power, which came up third with 12% of the votes.

Meanwhile, consumers in the United States seem to be more wary of bookmakers. DraftKings is trusted by 37% of the public along with 33% for FanDuel. Fairness is seen as a core metric for betting businesses, according to respondents, with 87% arguing that it was indeed such in the United Kingdom, and 78% of US respondents finding it to be just as important.

However, there is an interesting split in public perception of gambling, which could be down to cultural differences. Only 16% of US bettors have a perception of unfairness coming from the gambling business, whereas the number goes to 54% for UK customers. In other words, more than half of UK punters think that the sports betting business is not entirely fair.

Commenting on these results, FPSM Group CEO Stuart Simms said that it was interesting to see how fairness becomes an important part of consumer behavior and an incentive for people to trust certain brands but not others. He also acknowledged a certain extent of scepticism for the metric of "fairness" in doing business.

"Many might not consider it as a key factor, but it’s clear from these results that being treated fairly is extremely important for a strong bookmaker-customer relationship," Simms added.

Simms similarly noted that the brands that have been named the fairest in their respective countries also happened to hold the biggest swathes of the commercial gambling landscape, making it evident that the two factors – i.e. a perception of fairness and business success – could well be connected.

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