The online betting industry is truly global with massive operations in Europe, the Americas and the Far East. Over the years we've seen many bookies with roots in one part of the world expand to bring their expertise to other areas which is just what 12Bet are doing. What is it exactly that 12Bet have to offer their growing customer base in the UK and Europe though? We've taken an in-depth look in our 12Bet review including details of how punters can make the most of their welcome bonus.
12Bet were set up by a Philippines based investment company in 2007. The idea was to make to make the most of the huge market for online betting in Asia and their early growth was impressive enough for the company to expand their operations to Europe.
They did this by setting up a British company registered in the British Virgin Islands and acquiring licenses to operate in multiple European countries. 12Bet also decided that they would begin sponsoring events and teams in different big sports. Those sponsorship deals have included deals with football teams including Sevilla, Arsenal and Leicester as well as title deals for events in badminton, taekwondo and table tennis.
Although they have come onto the radar of millions of British sport fans 12Bet understand that they still have a lot of work to do to hit their growth targets. The best way for any bookie to get new customers is to give them something special including a generous welcome bonus and on the face of it at least that is what 12Bet have with a free bet token worth up to £35. In reality it's a little more complicated.
The terms of this offer mandate users first place six bets of at least £10. The free bet token will be equal to the value of the smallest of those six bets and users must get in touch with the customer support before it is credited. There are other conditions including that horse racing bets do not count and that all bets must be struck at odds of 2.0 (that's evens in fractional odds). Make sure to have a read through all the terms and conditions on the 12Bet site before signing up.
It's fair to say that 12Bet could do a better job when it comes to rewarding their loyal customers with more promotions. The only long running promotion they have at the moment is a money back offer for punters who have their five-fold or bigger accumulator lose due to one leg. Some more promotions would be welcome as would the removal of the necessity to contact customer support before the crediting of free bet tokens.
12Bet are backed by a lot of money but those in charge have decided that it was preferable to partner with a third party sportsbook provider than creating their own betting site from scratch. There are many advantages with taking this route but the main drawback is that there is only so much 12Bet can do in terms of the site's appearance.
The basic setup of the site is sound. There is the long list of sports down the left hand side that is common on many sportsbooks whilst markets which are currently in-play are accessible right from the home page. Account information is situated right at the top of the site, the betting slip is down the right hand side the backend of the site is solid so it is both reliable and fast.
Unfortunately the underpinning of the 12Bet site is not matched by its appearance. The graphics used are generic and look poor compared to the most established bookies and it can be a bit of a challenge to pick out details of individual events given the way the information is displayed.
Just as 12Bet only have so much they can do in terms of personalisation of their site they do have their hands tied somewhat when it comes to the odds and markets they offer their customers. The benefit of taking an external odds feed is that 12Bet take bets on many more sports and events than if they were operating on their own. Moreover, their odds provider, The Gaming Platform, have a very good offering comprising many sports and a great market depth when it comes to the most popular events. Their odds are also more than fair whilst their in-play betting offer is a real strength.
12Bet don't currently offer any live streaming.
12Bet clearly understand that there is no point even trying to compete in the world of online betting without creating a top class mobile betting experience. That's a major part of the reason they decided to partner with The Gaming Platform who specialise in creating mobile sportsbooks. They've certainly done a very good job if the 12Bet mobile site is anything to go by. It is responsive, powerful and fast so 12Bet customers can get bets whilst they're on the move. It's worth noting that those betting on their mobile devices will have to use their browser as 12Bet don't currently have dedicated apps.
12Bet offer their customers great control over their betting thanks to a feature filled cash out offering. As well as being able to cash bets out during an event to lock in some profit long before it ends 12Bet's offering also includes a partial cash out so their users can take out some or all of their stake whilst letting a portion of their bet ride in the hope of winning more should the rest of the event go their way.
We mentioned earlier that 12Bet had to alter their organisational set up in order to ensure they could operate in Britain. Those changes remain in place but as the 12Bet site, online sportsbook and casino are operated by The Gaming Platform they actually fall under that company's licenses. It's through them that the 12Bet site is regulated by the Gambling Commission of Great Britain. The Gambling Platform is registered in the Isle of Man so they are further licenced there under the Online Gambling Regulations Act of 2001.
That 12Bet have all the correct licenses should remove a lot of the concern that potential new customers may have. The regulations which they operate under ensure that 12Bet can afford the potential payout on every bet they take (taking their maximum payout rules into account) and that they have well drawn out codes of conduct when it comes to their treatment of users. They also mandate that important customer information is protected by firewalls and other security features.
It's impossible to get everything right and keep every user happy though. That's why 12Bet have a dedicated customer support team who can be contacted via email and live chat.