Compare n' Bet™
Compare n' Bet™
ASX-listed independent Australian sportsbook founded by Michael Sullivan in 2015. Acquired betr from News Corp in 2024, creating one of the few remaining large-scale Australian-owned alternatives to the multinational corporate brands.
This review is an independent editorial opinion based on publicly available information and industry reporting. It is not written by, endorsed by, or affiliated with BlueBet or BlueBet Holdings Limited. See our methodology for our full review process.
BlueBet was founded in 2015 by Michael Sullivan (previously a founder of Sportingbet Australia, which eventually became Ladbrokes Australia) and listed on the ASX in 2021 (ASX: BBT). In 2024, BlueBet acquired betr from News Corp, consolidating two mid-tier Australian operators under a single publicly-traded Australian-owned entity. The resulting company is one of the few remaining Australian-owned sportsbook operators at meaningful scale, in contrast to the mostly UK-parented competitors. Product quality is solid with competitive pricing on many markets and a reputation for somewhat more tolerance of winning users than the market leaders, though this is not a formal no-limiting policy. For Australian bettors who want a local-owned alternative to Sportsbet/Flutter and Ladbrokes/Entain, BlueBet is credible and deserves consideration.
Best for: Australian bettors who want a locally-owned alternative to the multinational brands, users who appreciate more competitive pricing than the market leaders, bettors who have been limited at larger Australian operators and want another credible option.
Consider alternatives if: You want the sharpest pricing (Betfair Exchange and specialists lead); you want the widest promotional activity (Sportsbet has far more promo volume); you prefer retail network access (TAB and TABtouch lead).
Australian-owned independent structure is a genuine differentiator. In an Australian sportsbook market dominated by UK-parented corporate brands (Flutter's Sportsbet, Entain's Ladbrokes/Neds, Bet365 Australian operation), BlueBet is one of the few remaining Australian-owned operators at meaningful scale. For users who prefer operator independence from multinational corporate structures, this matters.
Michael Sullivan's racing industry heritage reflects in the racing product. As the founder of what became Sportingbet Australia (and then Ladbrokes Australia), Sullivan built deep racing industry connections, and BlueBet's horse and greyhound racing coverage reflects that background with competitive tote and fixed-odds markets.
Publicly-traded corporate structure provides transparency. ASX listing means regular financial reporting and regulatory disclosures that private operators don't face.
Pricing is often more competitive than at the market leaders. BlueBet's smaller scale and sharper-positioned identity translates to tighter margins on many AFL, NRL, and racing markets compared to the recreational-focused Flutter and Entain brands.
The 2024 betr acquisition consolidated two meaningful Australian operators, increasing BlueBet's scale and market presence. Combined user base and operational scale following the acquisition make the company a more credible competitor to the larger brands.
Account limiting practices have historically been somewhat more tolerant than at market leaders. While BlueBet does apply limits to consistently winning users, the patterns have been less aggressive than Sportsbet or the Entain brands at comparable bet volume levels. This is not a formal no-limiting policy and should not be assumed to persist indefinitely.
The mobile app is modern and reasonably polished, reflecting post-IPO investment in technology infrastructure.
Scale is significantly smaller than Sportsbet. Promotional budget, marketing presence, and brand recognition all trail the market leaders. For users who value aggressive welcome offers and ongoing promo volume, BlueBet's offerings are more modest.
Product polish sits in the mid-tier rather than the top. The app works well but doesn't match Sportsbet's feature density or Flutter's overall UX sophistication.
Market depth across non-racing/non-AFL/non-NRL sports is narrower than at larger competitors. International sports, European soccer, niche markets, and some cricket formats all get less comprehensive treatment.
Integration of betr following the 2024 acquisition creates operational complexity. Combining platforms, customer bases, and brand identities is a multi-year process, and mid-transition users may encounter some transitional friction.
Live betting depth and live streaming coverage trail Sportsbet. In-play markets update but don't match the real-time depth of the larger operators.
New Zealand and other regional coverage doesn't exist. BlueBet is Australia-only, which limits regional flexibility compared to operators like Neds that have NZ access.
Public company share price volatility has been significant since IPO, with periods of substantial stock price declines that reflect competitive pressure from larger rivals and integration challenges.
BlueBet is licensed by the Northern Territory Racing Commission under the standard Australian framework for online sports betting operators, serving residents across all Australian states.
Age requirement is 18+. KYC and AML procedures follow Australian regulatory standards including mandatory BetStop national self-exclusion integration.
Horse racing coverage is comprehensive across Australian thoroughbred (metropolitan and country), harness, and greyhound racing with Best Tote/SP options alongside fixed-odds. International racing includes UK, Irish, Hong Kong, Japanese, and US selected meetings.
AFL coverage: home and away season, finals, Brownlow Medal markets, premiership futures, team and player markets.
NRL coverage: home and away season, State of Origin, Dally M, finals, player markets.
Cricket: Big Bash League, international cricket, IPL.
Additional sports: rugby union, A-League soccer, international soccer (Premier League, Champions League), NBA, NFL, UFC, tennis, golf.
Same Race Multi and Same Game Multi for parlay construction. Cash-out available on qualifying bets. Live streaming on selected events.
Australian payment methods include debit card, PayPal, PayID, POLi, BPAY, bank transfer. Credit card deposits prohibited under Australian regulations.
Withdrawal processing typically same-day for PayPal and 1 to 3 business days for bank transfer.
Responsible gambling tools are comprehensive: deposit limits, loss limits, session time limits, self-exclusion (BetStop integration), reality checks.
If you're an Australian bettor who wants to support an Australian-owned publicly-traded operator rather than UK-parented multinational brands, BlueBet is one of the few remaining options at meaningful scale.
If you value somewhat more competitive pricing on AFL, NRL, and racing markets than the market leaders offer, BlueBet's sharper positioning may translate to better effective returns over time.
If you've been limited at Sportsbet, Ladbrokes AU, or Neds and want another credible Australian operator that may be more tolerant of winning users (with the caveat that all Australian operators apply some limits), BlueBet is worth considering.
If you want an operator with genuine racing industry heritage, Michael Sullivan's background creates credibility for racing-first bettors.
BlueBet is not the right primary pick if you want the largest promotional volume, the most polished mobile app, or retail network access. Sportsbet leads on promo and product; TAB and TABtouch lead on retail.
BlueBet is displayed alongside every other licensed sportsbook available in Australia on the live odds page. BlueBet's price appears next to Sportsbet, TAB, Neds, and other Australian operators with the best-available price highlighted. BlueBet frequently appears as the best price on AFL, NRL, and racing markets given the more competitive pricing approach relative to market leaders.
For Australian users running a multi-book approach (covered in the line shopping guide), BlueBet fits as a primary or sharp-pricing anchor account alongside larger operators used for promotional activity.
Sportsbet Review · TAB Review · Neds Review · Betfair Exchange Review · All sportsbook reviews
This review is for informational purposes only and is not betting advice. Sportsbook regulations, product structure, and commercial terms change over time; check BlueBet directly for current offerings. Compare n' Bet may earn commissions from affiliate relationships with platforms reviewed on this site (see the methodology page for full disclosure). BlueBet and all related marks are the property of BlueBet Holdings Limited. Compare n' Bet is an independent comparison platform and is not affiliated with, endorsed by, or sponsored by BlueBet. Sports betting involves financial risk. If you or someone you know has a gambling problem, call 1-800-522-4700 (US), visit gamblinghelponline.org.au (Australia), or ncpgambling.org.