The Sky Bet app is the most downloaded betting app on iTunes. In fact, in the UK, it's the third-most popular free app in the sports category.

Here's the most popular free mobile betting apps on iTunes (there is no data for Android as Google Play does not allow gambling apps).

iOs (Apple iPhone and iPad):

  1. Sky Bet
  2. Ladbrokes Sports Betting
  3. Bet365
  4. Coral Sports & Casino
  5. William Hill
  6. Paddy Power
  7. Betfair Sports
  8. Mobilebet
  9. Betfred Sport
  10. BetBull
  11. BetVictor
  12. Football INDEX
  13. Kwiff
  14. Betfair Exchange
  15. Unibet Sports
  16. BetBright
  17. Bookee

Big isn't always best

So, perhaps predictably, the bigger brands are at the top. But are they the best?

Here's some thoughts from members of our matched betting forum on the best mobile betting apps.

Jools: BetVictor is the sleekest in my humble. 365 is good.

davybhoy1983: I would say SkyBet is the best. I think it is easy to use, always works and looks good.

https://www.profitaccumulator.co.uk/

Tdholyland2012: For me it's William Hill, mostly because it looks good and it's very quick and easy to navigate especially with football just being able to sort by day, competition etc all conveniently, unlike Betfred. Betfred rarely even loads for me at first time of asking so it's an effort to get going before I experience the 'joys' of actually using it.

JD avfc prepared: Skybet is the best and Smarkets the worst, IMO.

mart1109: 365 without a doubt for me, easy to use and always responsive. Ladbrokes, on the other hand, I find pretty dire.

BookieHater: All crap, mobile sites for me.

JWestwood1987: Sky, BetFair and 365 are way ahead of the rest. Paddy's isn't too bad. But Smarkets is God-awful and I refuse to use it on my phone. Most of the others are poor.

Doggsley: Ladbrokes and Hills by far - it's always an easy experience! Fast load screens and everything is laid out in a logical manner. All the markets are easy to find. Paddy's is good, too, although I don't use it as much. Oh and Betfair Exchange is decent, used the cashout facility for the first time last night and it was really quick! Everyone should avoid Betfred's app, it's horrendous!

luis88: For me Wills, Paddy and Bet365 are the best. All very fast, easy to login with Touch ID. Can find the bets I need in a relatively short space of time and always know where to look. Apps like Betfred and Ladbrokes are terrible in my opinion, if there is a price boost, I have no idea what section to go to, especially for Betfred, which has 5+ 'special' sections that could contain the boost! Smarkets new iOS app is OK, I think, although can be confusing to understand if a bet has matched or not in-play.

bcfc3105: 365 imo easy for in-plays and can watch loads of games live.

lisbonbev58: Ladbrokes Skybet and Betfair by far are all pretty quick easy to browse and easy to follow. They also give the better offers consistently !

Matched betting on mobile

Most matched bettors use desktop and laptop computers, rather than their mobile devices.

This because it makes sense to have multiple windows open - in fact, some matched bettors prefer to use multiple screens.

However, matched bettors do download mobile betting apps.

Having the mobile app for most bookies makes a lot of sense as some offers are available only on mobile. Bookies use these promos to incentivise customers to download their apps and matched bettors can take advantage.

Industry insight

The increase in popularity of mobile betting apps has not been lost on bookies, hence all of the major players having dedicated iOS and Android apps.

Bet365 is among them, of course, but insist their policy is not "mobile first".

Alan Reed, head of systems development for sports at bet365, says desktop and mobile are viewed equally - and very separately - by the company.

"When we looked at the profiles of our mobile and desktop users we made another interesting discovery," he told Information Age.

"The usage profiles on the two platforms were very different.On mobile it was all about immediacy.

"Our users wanted to take action in as few gestures as possible. This suits our In-Play product because it’s all about real-time decision making, on events, as they happen.

"Users can simply take out their phones and in just a couple of gestures they can, log in and quickly make their bet or cash out a bet they’ve made earlier.On the desktop, it was a very different story.

"On average, users were spending a lot more time. They were using it as a place to do research.

"We found that they are more tactical in their betting.This is something the desktop is far better suited to.

"You can present more information on one screen and link to deeper data sets.You can even have several browser windows open, displaying statistics and background information from multiple sources."


Data source: AppAnnie