MoPlay are by far the newest betting website we list having only launched in 2018. Usually we wait for years before we fully list a new brand to ensure they are robust and reliable enough for our readers. MoPlay however have risen like a rocket and the combination of heavy investment in their product and genuine customer focus has given them an edge that deserves a full and detailed review here.
The brand is the first from Addison Global (based in Gibraltar) and they have thrown everything at it. Mobile first engineered, hence the name, this is one of the most modern and exciting betting sites in many years. They have already got a wealth of betting features (including some that are novel), tons of banking options, very high payout limits, huge market range, and a clear knowledge of what regular punters want with their highly rewarding existing customer offers.
Despite being so new, MoPlay already sponsor Manchester United and Watford FC, which again shows the lengths the owners are willing to go to in order to prove their intentions. If you are looking for a new bookie, especially a modern one, but you don't want to give up all the features, markets and promos you get form the bigger established operators, then this is an excellent option.
- Best New Brand In Years - Clear focus on what is needed to be a proper betting site.
- Not Shy Of Spending - Truly outstanding regular offers and loyalty for such a new brand.
- SB Tech Platform - The best sportsbook software around and every feature included.
The ‘Mo’ Means Mobile
The fact the whole brand is developed from the Mobile perspective means the live betting is even better on small screen devices with MoPlay, when usually the opposite is true. It’s statistically accurate that most bets are now placed via mobile devices, but even more so when it comes to live bets. If you are someone that bets on the move, while watching an event in the pub, or you simply always bet using your phone, then you will get on well with MoPlay.
Both the app and the website are equally good on any device, so it really depends on personal preferences as to which one you go for. One of the best aspects of the clean design means the pages are clear and crisp but don't require too much loading which keeps things functioning very well on slower or busy networks. This again can be all important when trying to get a bet on quickly.
It looks like a thoroughly modern bit of kit too, the style is impressive, and has lots of inbuilt design features to make your experience streamlined and enjoyable - I can usually find at least one or two little niggles that annoy me when using an app, but not so here. There are also plenty of different ways to move from one page to another which keeps the app flowing and minimises frustrating dead ends.
The mobile site encompasses all aspects and features of the brand, you can therefore play all games, live casino games and virtual sports from the same site/app. You can also use MoPlay completely independently from a desktop site, so all banking, customer support, verification, etc., can be done via mobile.
Even punters who don’t own a computer can feel the full effect of MoPlay.
Look, Feel & Appearance
MoPlay is a thoroughly modern online betting site and app. As a sign of the times the product was Mobile first engineered (as the name suggests) and this shows. Rather than trying to re-hash a desktop website to work on smaller screen devices as many older brands have done, the team here have been able to generate a site that works perfectly on any device, including desktop, without the shackles of history weighing them down.
The brand runs on the SBTech sportsbook platform, widely regarded as the best third party sports software there is - SBTech are certainly not the cheapest option for a new betting company and this demonstrates the intent of the bookmaker in general. The site frankly looks great, it is very easy to navigate, not overcrowded and yet has everything you need within one or two clicks. The only site that compares is 10Bet, SBTech's flagship brand, and they have been around for over 15 years. MoPlay have been around for all of 5 minutes and can almost match them toe to toe.
By using a platform like SBTech it allows them to have an almost perfect site right out of the box. They have also opted into almost every extra you can get, including many novel features that you can't even find with some of the biggest bookies. Everything is simple and easy to understand, the site responds immediately and nothing gets in the way of you placing a wager, which is really the overall point of any online bookie.
All aspects of the way MoPlay looks and feels have clearly been thought out in detail, they have probably had entire board meetings to discuss the finest of details, and this care in design really does shine through. There are lots of modern looking sleek sites around these days, but many are disappointing once you get under the bonnet and start betting with them, this is not the case here.
This is still a fairly new brand too, and they will evidently continue to get better and better as they go on. Of course, as with all online betting these days, there is a full casino, live casino and virtual sports offering, all with equally good design and careful consideration of how these features will work on all devices.
Sports & Markets Available
You would need to be into some pretty obscure sports and markets to not find what you want with MoPlay. There are in the region of 35 different sports and non-sports markets and each has a depth comparable to any of the large betting brands.
Any traditional British bettor would find the markets available ample; a top level football match will usually have between 150 and 250 lines available, and in-play the selection is particularly large. Again appealing to a younger generation and showing foresight, MoPlay is also strong when it comes to newer sports such as esports. You can also get full horse racing as well as the less predictable greyhound racing, which is now becoming very rare to find on new betting sites.
When it comes to specials the site is one of the very best with markets on anything from Strictly and X-Factor to global elections and who will sit on the Iron Throne. Once again, this is a move to sweep up the younger generation of bettors who enjoy wagering on less traditional markets and like to make current affairs more interesting.
This fully rounded and well stocked list of sports betting markets leaves the customer very little to complain about, and even fewer reasons to go elsewhere.
Payment Options, Banking & Payout Limits
When it comes to banking and payment options MoPlay once again punch above their weight for their age. The bookie offers a small group of payment methods but they do cover all ‘types’ – card/ewallet/voucher. Minimum limits are fair and there are no maximum deposit or withdrawal limits which is almost unheard of for a new bookie. If you deposit using Paysafecard you can withdraw using a fast bank transfer.
It can take between 24 - 48 hours to process withdrawal requests during which time withdrawals can be cancelled. Not ideal, but this tends to be the case at most online bookies, and time frames are in line with the rest of the industry.
Payout limits are impressive at up to £1,000,000 for football and £500,000 for horse racing, and that puts them right up in the big leagues. The smallest payout cap is £100,000 and all the information in between is clearly laid out in the Betting Rules.
Minimum bet is just £0.10, which is again unusual for new sites.
Gaming, Casino & Live Casino
There is no compromising on games if you choose to open an account with MoPlay, featuring developers like NetEnt, Quickspin and Play'N Go, among others. Of course, all their games work on mobile, including those from the Live casino which is powered by both Evolution Gaming and Play'n Go, giving over 30 different tables and game variations.
In total you are looking at around 200 different games right now, which might not be enough for everyone but certainly enough for the occasional gamer who is mainly interested in sports betting.
It’s definitely a case of quality over quantity, there are no time wasters here, and the site itself has plenty of filtering options so players can zero in on their preferred games quickly.
Odds, Margins & Value
It’s never completely cut and dry, but odds here are usually good to very good, meaning lower margins and more customer value long term, and this is clearly another feature of the initial investment into this brand. Prices are competitive with the big brands across the board, and there are also permanent boosted prices known as 'Upgrades' which are applied to all events, not just top level football and racing. There are loads of them, as well.
There is quite a lot of diversity with the odds from one sport to another, with football, ice hockey and cricket coming out on top; but even darts and golf - which is where odds levels tend to dip the lowest – show respectable levels. You could shop around for better but you might find the difference isn’t worth your time.
One aspect that will perhaps annoy people, and certainly those of an older generation, is that all prices are shown in decimal as standard, and there is no way to change it. This does seem a little silly to me, it is fine to market towards a newer generation of bettors but it makes no sense to exclude those that prefer odds shown in a fractional format.
If you don't mind betting with decimal odds you will find a fair bit of long term value if you choose to bet with this bookie on a regular basis. There are long term loyalty clubs that give free bets on a weekly basis, these are generally low stakes which adds further credence to their claims that they want to reward normal punters. For pretty much all major events there are also individual free bet or money back offers, and as principle sponsor of Man United and Watford you can find some tasty prices on these teams in particular.
Live Betting, Live Streaming & Cash Out
There is no live streaming from MoPlay at time of writing, but going on how rapidly they have developed everything else I should imagine this will follow in due course, probably starting with streaming of horse racing first. This is often the last feature new bookies add due to the cost.
Live betting on the other hand is pretty darn good. The depth is great, but the real draw is how easy it is to use, how intuitive and responsive the navigation is, and ultimately how quickly you can get a bet on. You can have the best in-play feature in the world but it is useless if you can't get your wagers on quickly, therefore anyone who bets in play on very time sensitive markets will love this brand. It’s especially useful on the move and using slower connections.
The cash out facility is far better than you would expect for a brand of their age, with partial cash out also available as well as lots of fast markets which are fantastic for spicing up a game that is starting to drag.
Match stats are also available in event view, in addition to a dedicated historical stats feature, and combined with the live betting interface and mobile focus of the company this makes for a very useful package of betting features.
There are many positives to consider, but the design has to be the biggest plus point with MoPlay. Sites that have been around for twenty years still can't get near these guys when it comes to how simple the site is to use and navigate, while still maintaining great depth of markets and features.
The tech generation simply won't tolerate digital spaces that don't work with immediacy, but they also want a nice interface and graphics to go with it. I would say in this area MoPlay have ticked all of the boxes.
Of course, those who rarely sit down to bet at a desktop will also find MoPlay difficult to discount, since small screen betting is what they are all about. Their app is sure to be award winning in the future.
About MoPlay & Addison Global
MoPlay was only launched in 2018 and is the first brand of Addison Global Limited, who themselves were only established in 2017. To say they've hit the ground running would be an understatement - never have I seen a brand rise so quickly out of nothing, and deservedly so.
The company are based and licensed in Gibraltar, as is the case with many UK online bookmakers, with offices in London (see contact and license section for details). The amount of initial investment in the MoPlay brand is frankly staggering and unprecedented, and this is translated into the user experience.
Already, in their first year the company became the global betting partner of Manchester United and Watford FC, a huge scalp in the world of sports sponsorship and a strong statement of intent; this brand wants to be known and they are happy to spend a lot of capital early on to achieve this. The scale of investment shows that they are clearly in this for the long run, which is a good sign for punters looking for a new long term betting site that they know isn’t going to disappear.
Aimed squarely at the millennial generation, the company are trying to establish themselves as the next generation of betting company, the new guard, and it is impressive that they have almost achieved this goal in such a short space of time.
The whole ethos of the company is dedicated to creating the best possible customer journey without worrying quite so much about costs and profits (at least to begin with). This means fantastic value retention offers for loyal punters and players, high end features, constant upgrades and very fair terms, high payout limits, and low minimums for bets and deposits.
Addison Global will likely launch other sites in the future but MoPlay is their baby and will always be the jewel in the crown. Anyone wishing to join early will likely see many rewards for doing so over the coming years.
Customer Service & Support
There is no listed phone number for MoPlay. I suppose it is another sign of the times, and I guess the demographic they aim at don't want to use the phone to communicate anymore, they would rather use email and live chat.
It is good therefore that both email and live chat are available all day every day, with a response time of a few seconds on live chat and around 2 hours on email. Agents are very friendly in my experience and certainly seem to know their stuff, which makes a refreshing change – they are also prone to using the odd comical gif. Most importantly, they reply very quickly which keeps the process efficient and painless.
The FAQ is decent, it’s searchable and contains a lot of useful information but it isn’t quite as comprehensive as it could be. It’s very clear though, and a reliable way to solve your own query as a first option.
The dedicated Twitter support handle is an admirable extra but it doesn’t seem particularly active. Maybe that means there isn’t much demand for it, which could actually be seen as a good thing.
Licence Information & Contact Details
- Name: MoPlay
- Registered Company Name: Addison Global Limited
- URL: www.moplay.co.uk
- UK Licence ref/No: 50970
- Customer Services: No Phone
- Addison Global address: 57/63 Line Wall Road, Gibraltar.
- Phone betting: Not accepted
- Text betting: Not accepted
- Twitter: @MoPlay or @MoPlaySolutions
- Principal address: c/o Addison Global, Service of Process Department, Law Debenture Corporate Services Limited, Fifth Floor, 100 Wood Street, London, EC2V 7EX