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Bet365 is the best sports betting app in the UK, according to the latest product analysis research from Eilers & Krejcik Gaming (EKG).

The US-based boutique research firm expanded its proprietary app testing methodology into the UK for the very first time, as 12 sports betting apps went under the microscope.

Bet365 took the top spot after narrowly defeating Flutter Entertainment-owned Paddy Power. Flutter’s FanDuel brand regularly tops the ranks in the US version of the report.

The Stoke-on-Trent-headquartered bookmaker achieved a final score of 18.4 out of 20 after being tested across five categories: UX, betting interface, features, core and aesthetics.

Bet365 was the top scoring app for UX, betting interface and features, while it came second in the core category and finished fourth in terms of aesthetics.

Bet365 was described by EKG as the “gold standard” betting app in the UK market.

“It has the most comprehensive offering and is fast and simple to use with some unique navigation and UI touches,” said the report. “But while it’s liked by testers, it’s seen as functional rather than fun.”

Bet365 was one of five bookmakers to have a fully proprietary end-to-end tech system across front-end, PAM, module and trading, along with BetVictor, Betway (Super Group), 888 and Betfred.

Paddy Power finished second overall due to its fast and easy navigation, according to EKG, which said: “Unlike the more utilitarian bet365 app, which testers found harder to warm to, testers commented positively on the look and feel of Paddy Power.”

Rounding off the podium places was another Flutter-owned brand in Sky Bet. The app was “widely liked” by the tester group but was ranked fifth in the betting interface category.

BetVictor’s app finished fourth overall and was the app that most outperformed in relation to its market share, which is estimated to be the ninth highest of the 12 UK firms tested. It finished first in the aesthetics category as testers saluted the app as “slick and modern”.

Betfred was the lowest ranking app in overall testing, scoring 14 out of 20.

Bet365 has long been considered the sports betting market leader in product terms on a global scale, as well as in the UK.

EKG’s testing was conducted in-person over 17 days in October 2022. Each app was scored using a proprietary matrix developed by the EKG Sports and Emerging Verticals team.

For more information on the report, please contact dleary@ekgamingllc.com.

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