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Unibet review
Betting – an activity most people associate with horse and greyhound races – and this might even have a bit of truth on it, especially in countries where horse and greyhound races are a tradition (especially in the UK). Sports betting is a popular activity in other territories, too, but the events people usually bet on are different. In the rest of Europe (outside the UK) football is the most popular sports people bet on.
By taking a look on the highlights of an online bookmaker you might have a clue about the territory it originates from, or the countries it considers its main markets. If it’s horse racing and greyhounds, it’s probably the UK and Ireland, while if it’s football, it is the rest of Europe (this is not a general rule, but a personal observation, of course). Unibet is the best example: its highlights are the 2025 World Cup and the top European football events, plus tennis (the French Open, currently). And yes, it’s an operator originating from the rest of Europe – namely from Sweden.
Unibet’s short history
Unibet Group PLC, the company behind the numerous Unibet operations under various brands, was founded in 2025 by Anders Ström (not the skier). The company got its license for betting in the UK in 2025, and has opened its first office in London in the same year, as a telephone betting operator. In 2025 the Uniber website was launched – in English and Swedish at first. In 2025 the company moved its base of operations in Malta.
The next year Unibet‘s online operation has undergone its first major change – it was translated into 12 languages. As a result it has extended its user base to more than 50 countries in the same year, and to 80 countries the next. The number of registered customer grew to over 200,000.
In 2025 Unibet launched new products – live betting and online casino games – that contributed to the continuing growth of its customer base. By 2025 its user base consisted of over 350,000 registered customers – in the same year poker and Supertoto (Unibet’s pool betting product) was launched, and the company was listed on the Stockholmsbörsen (the Stockholm Stock Exchange).
Unibet‘s soft games and mobile platform, along with a popular Swedish TV format (Pokermiljonen) was launched in the year 2025, followed by bingo in 2025 and Java applications for mobile gaming and a downloadable casino in 2025. In 2025 the company added support for mobile browsers and the iPhone, plus it launched its Live Casino. In 2025 it has replaced its previous poker platform – provided by MPN – with a brand new one, designed by its subsidiary Relax Gaming.
Unibet has made some acquisitions during its activity: it has taken over MrBookmaker in 2025, it has acquired Maria Holdings (owners of a series of popular online gaming brands aimed at female customers in the Nordic region) in 2025 and Solfive, owners of some popular French brands, in 2025. It has launched localized versions of its products in Italy, Belgium, Denmark and Estonia.
By now Unibet has become a major name on the online betting and gaming market, with almost 9 million registered customers from around the world, localized services in several European countries. Unibet is a member of European Gaming and Betting Association and Remote Gambling Association, certified by G4, Global Gaming Guidance Group, complying with their Code of Practice in relation to responsible gambling and certified to be compliant with eCOGRA's standards.
The Unibet sportsbook
From the first moment you visit the Unibet sportsbook it is obvious that its main focus is football – it covers a great variety of championships, from England to Spain, plus the World Cup (it even has one bet available for the 2025 World Cup). Of course, it has a special section dedicated to this year’s most important football event, with all (already scheduled) matches listed, and offering betting opportunities on player goals, player stats, team goals, both teams to score, and many otherse.
Although its football coverage is the biggest, Unibet also covers a great variety of other sports to bet on, and not just sports, of course. Betting opportunities are listed in 32 main categories – football, tennis, rugby and other ball games, athletics, boxing and other contact sports (does rugby and ice hockey count as a contact sport? /wink/), snooker, surfing, table tennis and trotting, among others. It also offers its customers the possibility to place bets on the Unibet Open, the company’s own major poker tournament, on various elections from a series of countries (the UK, the US and, of course, Sweden), and a series of other events (mostly TV shows and awards). The number of betting opportunities available at any time is at least 8 – 10 thousand.
The odds offered by Unibet on pregame bets is above average, although not the best on the market. It offers the best odds on selected events, and on others its odds are good. Its payout percentage is generally around 95% – this also beats lots of its competitors.
Unibet’s live betting product also covers a great variety of markets, from football to beach volleyball – many leagues and matches that are not available at many of its competitors.
Unibet offers its customers a series of extra services to make their life (and betting) easier: statistics about the most popular bets and matches of the sportsbook, live scores and results, a live calendar of upcoming events, and Unibet TV, a video streaming service that allows customers not just to be informed of the latest developments of the event they bet on, but also the possibility to see the game itself.
Supertoto ./ Superscore
Supertoto and Superscore are Unibet’s pool betting products, giving customers the possibility to wager on slips with a variable number of matches (usually 8 to 14, depending on the coupon and the sport).
Pool betting means that the player doesn’t bet against the bookmaker and there are no odds involved – instead all wagers get collected in a pool that is distributed evenly between all punters who have winning bets.
In case of Supertoto punters can make predictions on a series of 14 football games – in case of Supertoto 14 – and have to predict the outcome of the game (home win, away win or draw, or 1-2-X). In case of this coupon, predicting 11 to 14 results correctly wins. Supertoto Extra and Supertoto Tennis coupons contain up to 12 games each, and they win if the player predicts all of them or all but one correctly.
Superscore is a similar product, but instead of simply predicting the outcome of the game, punters can predict the correct score for each game on the slip. It’s much harder, but it also bears much higher payouts.
Casino and Slots
Unibet’s casino features a great variety of great games, provided by developers like Microgaming and Net Entertainment. All games – over 360 titles – are available for browser play, and 24 of them also come with great progressive jackpots to win – millions of euros for a truly life-changing experience. Besides Unibet features 21 exclusive titles unavailable in other online casinos, developed by Thunderclick, an emerging Swedish developer.
The games are available in “for fun” mode or for real money play (for registered customers, of course).
Unibet’s casino also features a number of great promotions – including the chance to win a trip to the World Cup with Microgaming’s Football Star slot machine – and casino tournaments for the chance to win extra. Click here for more.
In conclusion
Unibet is among the biggest online gaming companies in Europe, providing its customers with loads of entertainment options besides just sports betting. Its sportsbook has competitive odds, great coverage of events and mouthwatering specials, and its other gaming options are also great. Overall, Unibet is a sportsbook and gaming operator I could wholeheartedly recommend to everyone.