Oddschecker

Business Model

Oddschecker operates as a price-comparison service rather than a bookmaker. It ingests live odds feeds from a range of UK and international bookmakers and betting exchanges, then displays them side-by-side for a given event or market, ranking operators by best price. When a consumer clicks through and bets with an operator, Oddschecker earns affiliate commissions; display advertising provides a second revenue stream. Its odds are frequently cited in UK media as a benchmark for price movements.

History and Ownership

The company was founded in London in 1999 as a racing-focused odds comparison website and later expanded into football and other sports. It grew into one of the most recognised consumer brands in the UK betting sector. In June 2020, the betting exchange operator Smarkets announced that it had acquired Oddschecker. Financial terms and the seller were not confirmed in this research session, but Oddschecker has continued to operate as a standalone consumer brand within the Smarkets group.

Products and Platforms

The core product is oddschecker.com, supported by free iOS and Android apps. Oddschecker's "Price Rush" feature sends real-time alerts when a bookmaker moves a price on a selected market. The company also runs a casino comparison vertical and a B2B-facing commercial arm, Oddschecker Global Media, which handles media partnerships, branded editorial and data-led campaigns. The Oddschecker Awards are an annual industry event recognising operators and betting products.

Editorial, Media and Sponsorship

Oddschecker publishes a significant amount of editorial content, including horse racing tips, football previews, bookmaker reviews and market news. It has historically partnered with media outlets and rights holders for odds widgets and co-branded content, though specific active partnerships could not be verified in this session.

Regulation and Safer Gambling

Because Oddschecker is a comparison and marketing business rather than a licensed operator, it is not itself a bookmaker. Its activity must comply with UK advertising rules for gambling, including the CAP/ASA codes, 18+ labelling and safer-gambling messaging. Whether Oddschecker holds a UK Gambling Commission "betting intermediary" licence could not be confirmed from live sources in this session.

Market Position and Competition

Oddschecker is widely regarded as the UK's best-known odds comparison brand. Its main competition comes from international comparison portals such as Oddspedia and OddsPortal, UK rivals such as Compare.bet, and odds-comparison widgets offered directly by bookmakers. Headcount and detailed financial figures were not available for this draft.