Although not quite as ‘All British’ as they would have you believe, All British Sports are a well regarded, long established, and top-quality online bookmaker and gaming site.
Best known for their casino product, All British launched their sportsbook in 2022, when the brand was already a decade old.
This meant they were a trusted name, but being so heavily associated with casino, bettors were a little dubious as to how good they could really be as a bookmaker.
They needn’t have worried.
All British Sports have hit the market with one of the freshest sports betting platforms in the industry, showcasing a sports list with a lot of depth, and a live betting product that might not look the prettiest, but really nails it where functionality is concerned, and it comes with a good amount of free live streaming too.
So things feel a little different on All British Sports’ website, in a good way, and although they don’t do masses in the way of promotions, their odds are usually a nose ahead of the market average.
I get the impression that punters who try All British Sports will quickly forget any ideas that it is not a real bookie, because after 5 minutes of browsing the many markets and betting lines, it’s obvious that they really do know what they are doing.
- Established brand – All British have been around for ages and have a great reputation.
- Niche markets – The depth available on niche markets within popular sports is fantastic, and niche categories like esports and novelty bets are very well stocked here too.
- Casino – The brand started as an online casino, so their gaming product is a cut above. For bettors who are also casino players, All British is a shoe in.
Using the Website and Interface
I will get onto the sports betting interface imminently, but first, I have to talk about how you get there in the first place.
It’s the most bizarre setup and I have no idea why All British have gone for this approach.
So, to access the sportsbook, you have to go via the casino. Fair enough, sportsbooks with casinos added on are the other way around, it’s only one extra click.
However, when you select the sportsbook from the menu, you are given a few different sports to choose from in the form of game tiles. But whichever one you choose, you end up in the sportsbook home page.
It’s a completely pointless extra step and I can’t for the life of me work out what the thinking is behind it.
This little quirk aside, when you actually get to the sportsbook interface there is a marked improvement, with a well laid out, clear design, using blues and whites to create an appealing visual that helps train the eye.
The platform provider All British use, Altenar, is not common in the UK, which in itself makes the site more interesting than the many clones out there, but it is a really nice platform in its own right too.
On the homepage, we have popular bets, upcoming events, a search bar, an A-Z of sports down the left hand side, as well as a horizontal scrolling menu containing the top 10 or 12 options for easier access. It’s a busy interface but one that makes sense.
Using the A-Z, bettors can filter each sport using drop downs and check boxes in order to display only the events they are interested in; for example you could select all Swedish basketball, or a particular league or competition from Sweden.
I like this a lot, as you can see availability instantly before committing to loading another screen, so it saves a lot of faffing – when some markets, such as UK football leagues, go seven layers deep plus competitions like the FA cup, it’s incredibly helpful.
Moving to live markets and in-play betting, there are some other intelligent and unusual options available. It is possible to stream events when you are looking at markets from another, for instance; so you can bet on something, stick it on the live stream to keep an eye on, and then go browsing a completely different event.
These are just to examples of the forward thinking that has gone into developing Altenar’s platform.
The site is very quick and agile, and although I’m not as big a fan of the account management side of things (it’s just not as user friendly or intuitive as the betting interface) the site is a breath of fresh air overall.
Mobile Betting with the App
All British Sports do have a mobile app, although as with the website, the sportsbook is a casino add on rather than and sports betting app in its own right.
The same baffling navigation journey exists to get to the sportsbook, but it’s all plain sailing from there on in.
It’s not my favourite betting app if I’m completely honest. It’s perfectly useable and does the job quickly, but it does feel a little bit basic, and it doesn’t flow as well as the desktop site does.
This is partly down to the nature of a mobile site having to adapt to fit a smaller screen, but this challenge has been met with more success elsewhere.
Nevertheless, I have a do use the All British Sports betting app, and it certainly doesn’t give me any headaches.
In terms of performance it is powerful and responds well to my sudden changes of mind, adding and removing suggesting, opening and minimising the betslip, and jumping back and forth between events and different sports.
I would say though that the icons on the bottom menu aren’t all that helpful, and they aren’t all clear either. Two of them take you to the deposit area, which you can also reach from tapping your balance display at the top – who needs 3 ways to access banking on a single phone screen? None of the icons are relevant to sports betting either.
The only way to get to the A-Z is via a scrolling menu that disappears once you leave the home screen too, so there is a lot of going backwards and forwards in terms of navigation. Not the most dynamic app out there, and lacking in fluidity.
So yes, there is plenty of room for improvement with the app, but that’s not the same as saying it’s bad. There are some really useful touches, such as the ability to access a drop down of all other events in the league or competition of the event you are currently looking at. I use this all the time when creating accas, it’s perfect for the job.
Banking: Deposits, Withdrawals, Limits
All British Sports will certainly suit fans of ewallets and those with concerns over their financial safety and security.
There is a wide range of payment options to choose from here, and although the deposit and withdrawal minimums aren’t the lowest in the industry, they won’t be an issue for the majority of people.
The £20 minimum withdrawal might not suit those who bet at ultra-low stakes, but very few people fit into that category anyway.
They aren’t keen on people withdrawing via bank transfer though, are they!
I’ve already mentioned that All British are a well regarded betting brand, and this is evidenced by their commitment to the medium security level when it comes to protecting players deposits.
This basically means that they are doing more than they have to in order to protect their customers, and even some of the really big brands only do the bare minimum to fit the ‘basic’ level of protection. Big tick for All British there.
The maximum win limit is a bit odd, because it is the same for all sports. Great if you bet on Kabaddi, not so great if you want to put big accas on the footy.
This is one of those bookies where you need to be careful how much you stake on long odds bets, because you could easily find yourself going over that £50k limit, which would be a waste of money. Just something to bear in mind.
The sports list at All British Sports is average in number, but what makes up the content is a interesting combination.
They have a lot of esports and the like, so e-football, e-basketball, e-ice hockey etc., alongside the likes of more traditional esports markets such as DOTA, Counter Strike, League of Legends, and the like.
This is a big category at All British, so fans of esports might be surprised to find this a very appealing place to bet, especially since a lot of content is streamed too.
What’s more, the depth of market in their specials or novelty bets, call them what you will, is better than almost anywhere else. Loads of Oscars options, politics from at home and abroad, Baftas, Grammys, TV shows – there’s all sorts in there.
Turning your eye towards actual sports now though, and football fans will be astounded at the depth of market in the UK, with lines available on games right down to the seventh tier of English football. In other European countries where football is big business you get good depth too; women’s football in France, U23s in Portugal, the 3rd tier of Germany football – there’s a lot. Even in remote countries you will find something, like the FA up in Zanzibar, the Azerbaijan Cup, even club friendlies.
Another little tell-tale sign that the ‘All British’ brand name isn’t quite what it makes out, is the lack of any horse or greyhound racing markets though. What could be more British than betting on the horses?
That’s hardly a crime though, lots of bookies don’t bother with horse racing, and All British more than make up for it in other areas.
They have solid offerings in cricket, American sports, darts, tennis and table tennis, boxing and MMA, they even offer odds on things like Kabaddi, lacrosse, and cross country.
This is what I meant when I said All British Sports most definitely were a proper bookmaker. Yes, they have their own approach when it comes to niche markets, and that will be great news for some bettors, but they really nail the popular markets.
They include features like cash out, bet builders, a detailed statistics tool, and fast markets too, so they really do offer a complete bookmaking service.
Odds and Promotions
So promotions aren’t really something All British engage with to be honest. You might find one or two, usually focussing on accas in my experience or a bore draw type promotion, but on the whole, this is not the bookie for you if you love bonuses and offers.
That said, a lot of the time promotions only serve to boost lack lustre odds in the first place, and at All British Sports, the odds don’t need any help.
You might find them challenging the market leaders in a few select markets in popular sports and events, but usually, All British place themselves somewhere just ahead of the middle of the road.
That means you will usually be getting prices that are slightly better than average without having to do any leg work triggering promotions etc.
It depends what you want, but a lot of people value their time more than getting a few extra percent of value from researching the very best odds available. I understand both sides, and to some extent it depends on the bet you are making and the stakes put down, but for anyone who just wants a fair deal with no further fuss, All British will see you right.
Odds displays can easily be changed to the format you prefer; fraction, decimal, or American.
In-Play Betting and Streaming
This is one area where bookies often try and show off with flashy features and the like.
That’s great, but functionality has to come first, and you do sometimes find that style has been prioritised over substance.
The opposite is true at All British Sports; it’s not the best to look at, but it does the job really well.
There is an awful lot of live betting available here, and the A-Z helpfully highlights any sports with markets currently live as well as showcasing anything in-play on the home page.
If you navigate to the in-play overview though, you will get a good all round picture of what is going on at the time, and ask the interface to display sport specific events and also toggle it so that only events with live streaming available are displayed.
This is really useful if you know a live stream is what you want, and there is a surprising amount available here. It’s sometimes free too. I spent a happy half hour skipping between the table tennis and some Ukrainian basketball without even having any money in my account.
The other great thing about the overview display, is that users can make a good selection of bets from there without having to open an individual event. There are drop down menus with the bet types available, so they change once you select the market you are interested in.
If you make a lot of the same bet types across different events it’s a great time saver, and you can watch a live stream or the digital game representation of your choice in the corner while you do it too, you are not restricted to watching the event you are currently looking at.
The only thing I would say about the streaming (and the digital representation), is that the display is quite small, and although it can be expanded to fit the full screen, it would be good if there was some sort of half way house here. You can set it to follow you as you scroll, which is amazing because at most sites it’s an either/or situation, but I’d still like it to be a bit bigger.
Casino and Gaming
Since All British Sports is an offshoot of All British Casino, which has been around since 2013, it stands to reason that bettors who like an equal amount of casino gaming will find a lot to like here.
Frankly, an online casino doesn’t last as long as All British has unless it is really good, because there is just too much competition in the market to tempt players away to a different brand.
When that happens, the casino in question loses money and usually ends up closing. The fact that All British Casino has managed to not just retain their players but add to them speaks volumes.
They have more than 20 game providers, offering classic and modern video slots, jackpots, table games, and a live casino powered by two different gaming giants, Evolution and Pragmatic Play.
All British Casino love a slots tournament too, so this is certainly a good shout for players who enjoy that sort of thing, and the likes of slingo and casual games like scratchcards add extra layers to what is already a varied and expansive offering.
Customer Services and Support
It’s a decent set up at All British Sports.
The team works every single day of the year (even Christmas, God bless them every one) and the lines are open 24/7.
What are those lines? There is a support phone line (although this option is only available 7am to midnight), a support email line, and a live chat option too, so there really is something to suit everyone.
The staff are based offshore, but they are fully trained and, in my experience, do their best to help with enquiries efficiently and effectively. There is even a little photo of the rep you are talking to when using live chat, so you can see who is on the other end.
The site does have an FAQ section as well but it seems fairly hastily put together, and only covers the most frequently asked of frequently asked questions, so contacting one of the team may be your best bet in most circumstances.
No one could accuse All British of not putting in the effort when it comes to looking after their customers, that’s for sure.
Who is All British Sports Recommended For?
Clearly, anybody who enjoys casino games as much as sports betting will struggle to find another bookmaker that offers anything significantly better than All British Sports.
If you fancy a site that isn’t just a reproduction of somewhere you have bet before it is a good one to check out too.
Just focussing on the betting though, and All British really is a good place to punt if you enjoy niche markets like esports and novelty bets. I was genuinely surprised how good the site was for those markets.
People who frequently struggle to find availability for niche markets within popular sports may have better luck here too, as All British usually cover at least the basic betting lines for some really obscure leagues and competitions.
Talking more broadly, it’s a great shout for people who just want to bet without the faff of needing to take part in promotions to get the best value. There are some here yes, but the odds are solid without them.
Those with a preference for ewallets will be well taken care of as well, although very small stakes bettors and those who regularly bet on horse racing are better off elsewhere.
History of All British Sports
Since the sportsbook has only been in operation since 2022, the history if All British Sports is actually the history of All British Casino.
All British Casino was the first brand of the owner operator L & L Europe Ltd, launching back in 2013 and impressing customers with the high levels of customer service on offer, as well as the diverse list of top-quality games.
L & L Europe Ltd also run 9 other brands that are operational in the UK, although the company themselves are based in Malta, so the ‘All British’ claim doesn’t quite stand up to scrutiny, but then even the longest established brands in the UK have mostly moved offshore for tax purposes.
They have over 1 million customers across all of their brands, so the company are clearly doing something right, and the fact that they have decided to explore the sports betting market and are using their flagship brand to do, tells you that the company are in a strong position.
All British Casino have won the Casinomeister ‘Best Casino’ award several times due to receiving zero complaints and on the strength of their customer service, and it is the same team that provide support for the sportsbook too.
The company are also known for promoting and raising awareness around charities and good causes, so they really are one of the ‘good guys’ of the industry.
Contact and License
- Name: All British Sports
- URL: www.allbritishcasino.com
- UK Licence ref/No: 38758
- Registered Company Name: L & L Europe Ltd
- Phone: 01223 931490
- E-Mail: [email protected]
- Live Chat: Available onsite
- Twitter: Various accounts. All inactive.
- Registered Company address: Northfields App 7, Vjal-Indipendenza Street,
MOSTA, MST 9026, Malta