MoPlay are by far the newest betting website we list having only launched in 2018. Usually we wait for years before we list a new brand fully to ensure they are robust and reliable enough for our readers. MoPlay however have risen like a rocket and their combination of heavy investment in their product and genuine customer focus has given the an edge that means we think they deserve 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 it's name (but works on all devices), 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.
Depsite being so new MoPlay already sponsor Manchester United and Watford FC, which again shows the length the owners want to go to to show they are a serious new player in the industry. 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.
- Truly outstanding regular offers and loyalty for such a new brand.
- SB Tech platform, the best sportsbook software around.
About MoPlay and Addison Global
MoPlay was only launched in 2018 and is the first brand of Addison Global Limited, themselves 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 many UK online bookmakers are, with offices in London (see contact and license section for details). The amount of initial investment in the MoPlay 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. This brand wants to be known and they are happy to spend a lot of capital early on to achieve this. They are clearly playing the long game, which is a good sign for punters looking for a new long term betting site that they know is going to continue growing and innovating.
Aimed squarely at the millennial generation the whole company are trying to launch themselves as the next generation of betting company, it is impressive how they have almost achieved this goal in such a short time. The whole ethos of the company is dedicated to creating the best possible customer journey without caring 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 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.
Look, Feel and Appearance
MoPlay is a thoroughly modern online betting site and app. In 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 version of a site to work on smaller screen devices as more established older brands have done, by not having these shackles of history the team here have been able to generate a site that works perfectly on any device (including desktop).
The brand runs on the SB Tech sportsbook platform, widely regarded to be the best third party sports software there is available. SB Tech 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 but yet has everything you need within one or two clicks. The only site to compare to 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 SB Tech it allows them to have an almost perfect site out of the box. They have also opted into almost every extra you can get, including many novel features that you can't even get form 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 has 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 show 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 no the case here.
This is still a fairly new brand too and you can see that they will 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 and 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 the site is also strong when it comes to newer sports such as esports. You can also get full horse racing with MoPlay, but you can also bet on greyhound racing, which is now becoming very rare with 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. Another example of the appeal here for a younger generation of bettor generally more interested in special markets.
Odds, Margins and Value
Odds are good to very good, meaning lower margins and more customer value long term, and is clearly another feature of the initial investment into this brand. Prices are competitive across the board with the big brands and there are also permanent boosted prices known as 'Upgrades' and these are applied to all events, not just top level football and racing.
One aspect that will perhaps annoy people, and certainly those of an older generation, is that all prices are shown in decimal. There is also no way to change this to fraction as they don't offer 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 show 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 them 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 they offer bests price guarantees on those teams too.
Live Betting, Live Streaming & Cash Out
There is no streaming yet 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.
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. 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. Combined with the live in play betting and mobile focus of the company this makes for a very well useful package of betting features.
MoPlay Mobile Betting
The fact the whole thing is developed from the Mobile up this also means as a consequence the live betting is even better on small screen devices, usually the opposite is true. Most bets are now placed on 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 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 whether you prefer apps or sites which one you go for. Of course as you would expect from the focus of the brand and the review so far, yes the mobile betting experience at MoPlay lives up to expectation. It has to be award winning in the very near future.
The mobile site also encompass all the aspects and features of the brand, you can therefore play all games, live casino games and virtual sports from the same site or app. You can also use MoPlay completely independently from a desktop site, this is what is has been designed for, meaning all banking, customer support, verification, etc., can be done on a mobile.
One of the best aspects of the clean design means the pages are clear and crisp but don't require too much loading which means the app and site function very well on slower or busy networks. This again can be all important when trying to get a bet on quickly.
Gaming, Casino and Live Casino
There is no compromising on games if you choose to open an account with MoPlay, featuring games from NetEnt, Quickspin and Play'N Go, among others. Of course all their games work on mobile! Live casino is provided by Evolution Gaming and Play'n Go, giving over 30 different tables and versions.
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. If you think you might get better value form a casino welcome offer there is one available (instead of the sportsbook offer) and you can read about this along with all significant terms by clicking here to visit the MoPlay Casino.
Social Media Presence
MoPlay have a massive social presence, again as you might expect from a betting site appealing to a more youthful generation. The Twitter feed is updated hourly with news, odds and funny stories. It is probably the best way to engage with the brand too and a very useful means of contacting them should you want a quick reply but don't have the ability to do live chat.
The facebook page is less active but still a good way to follow major news if you don't quite want the frequency of updates you get with Twitter.
Unique Selling Point
The design has to be the biggest USP of MoPlay. There are sites that have been around for twenty years that can't get near these guys when it comes to how simple the site is to use and get around, but yet 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 aim MoPlay have ticked all of their boxes.
Payment Options, Banking and Payout Limits
When it comes to banking and payment options again MoPlay punch above their weight for their age. The bookie offers credit and debit card payments, eWallets (such as Skrill and Neteller) and cash voucher Paysafecard. Limits are fair at £10 minimum deposit and withdrawal, if you deposit using Paysafecard you can withdraw using a fast bank transfer.
Payout limits are impressive at up to £1,000,000 (for football) and that puts them right up in the big leagues. Minimum bet is also just £0.10, which is again unusual for new sites.
Customer Service and 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 from 7am to midnight with a response time of a few minutes on live chat and around 2 hours on email. Agents are very friendly in my experience and certainly seem to know the their stuff about the site, which makes a refreshing change.
Responsible and Safe Gambling
Despite running using a third party platform, SB Tech, MoPlay holds its own gambling license, meaning they themselves are responsible for ensuring their customers safety.
Mo Play operate a 'sensible play' procedure that provides the following tools to help customers gamble responsibly. Independent advice is also available, begambleaware.org.
- Deposit Limits, daily, weekly, monthly
- Self Assessment
- Time Out – You choose length
- Total Self exclusion
- Full customer history
- Parental control measures
- Referral and blocking options
Licence Information and Contact Details
UK Licence ref/No: 50970
- Name: MoPlay
- Registered Company Name: Addison Global Limited
- URL: www.moplay.co.uk
- Customer Services: No Phone
- Customer services address: 57/63 Line Wall Road, Gibraltar.
- Phone betting: Not accepted
- Text betting: Not accepted
- Twitter: @MoPlay
- Registered Company address: As Customer Service.