Why do you think social betting has grown considerably in popularity in recent months/years?
Social betting taps into a fundamental societal shift towards more interactive, community-driven experiences across nearly all industries. People are increasingly looking for ways to be social, and betting is no different.
In our opinion, social betting isn’t just about placing a bet - it's about competing against others, sharing opinions, backing your knowledge, and experiencing the highs and lows of an interactive leaderboard, which makes it a more fulfilling experience.
Betting has, by nature, been quite isolating. In a world where social interaction is everything - from social media apps to how we consume content - it’s only natural that betting is evolving in this direction. Traditional betting often draws criticism for being isolating and not particularly socially responsible. The challenge is in building products that reverse this, offering an environment that is more fun and socially inclusive.
Can social betting disrupt traditional casino/sportsbooks?
We’ve been backing social betting to overtake the conventional model since we started this journey, which at the time felt like an unpopular opinion, but it now feels like people are starting to agree with us. Alongside this, the rise of social casinos is further evidence of a shift in the tide.
While conventional sportsbooks are often solitary experiences, social betting brings in a community-driven dynamic. Players aren’t just competing against a house or algorithm - they’re competing with their friends, and even strangers, which makes the experience more fun and inclusive.
Also, regulatory changes are forcing traditional companies to be more socially responsible, which will further fuel this shift, making naturally social and low-stakes products more attractive.
In a world where social interaction is everything - from social media apps to how we consume content - it’s only natural that betting is evolving in this direction
Is the player experience more key with social betting?
Absolutely - social betting puts the player experience front and centre. It’s all about the journey: the thrill of competing against real people, the shared banter, and a real sense of community. Players stay engaged longer because they don’t need to be perfect to win. They are invested in the social aspect and the experience itself, rather than just a binary ‘have I won?’ outcome.
Do players enjoy competing against each other compared with by themselves?
Yes, people-vs-people competitions add a whole new dimension to the experience. It’s no longer about hitting a perfect 250-1 accumulator, but about competing in a way that feels more achievable. There’s an element of “not needing to be perfect” that resonates with players - you just need to beat your mates (or a stranger), which is much more relatable and enjoyable.
Social dynamics like bragging rights, banter, and friendly rivalries add excitement and personal investment, which you simply don’t get when betting alone. For many, it’s less about monetary gain and more about proving their knowledge, outsmarting their peers, and gaining that extra bit of gratification because you know you’ve outsmarted someone else. We’re purposefully building products that can constantly reward users throughout the match.
Plus, social betting allows us to recognise and reward the leaders of these social groups who bring everyone together. By offering incentives, key features and recognition to those who create and manage leagues, we can strengthen the social element even further. They become key influencers in their circles, and rewarding them enhances engagement across the entire group.
Is social betting more inclusive for more people as no or low stakes needed?
Definitely. The ability to participate with low or no stakes makes it more accessible to a broader audience. Players who don’t want to risk large sums of money can still enjoy the thrill of competition, while the emphasis on social competition and entertainment over pure financial gain makes it appealing to a wide range of people.
That said, depending on the type of player, it’s also important to maintain attractive prize pools. For example, at Betmate, we’ve consciously capped public pots with a maximum entry of £10, but prizes can reach thousands. We also have “Guarantee” and “Overdrive” mechanisms to ensure prize pools remain exciting, while meeting different user needs. In private pots, the prize pool is less important—it’s all about bragging rights against your (bet)mates.
What role has social media played in bringing about the social betting revolution?
Social media has been pivotal in driving the rise of social betting. Platforms like Twitter, Instagram, and even WhatsApp have created a culture of sharing, and betting is no different. Players use these platforms to share tips, trash-talk, celebrate wins, and even commiserate over losses. Social media can amplify the viral nature of social betting - players invite friends, share successes, and make the experience even more communal.
People crave socially-driven experiences, and social betting adds that extra layer to the sports they love.
For many, it’s less about monetary gain and more about proving their knowledge, outsmarting their peers, and gaining that extra bit of gratification because you know you’ve outsmarted someone else
Is it difficult for Betmate to disrupt the norm of Fantasy Premier League and friends communicating through Fantasy WhatsApp groups?
It’s a challenge, but it’s also an opportunity. Fantasy Premier League has a very strong following, but it can feel somewhat static, and a large majority of players become inactive by October after falling down the leaderboard. Betmate brings something different to the table - fixture-by-fixture play means players can dip in and out whenever they like, there’s no budget constraint so it’s more accessible, and our granular scoring system lets users cheer for micro-events like tackles and interceptions throughout the 90 minutes.
We’re not trying to compete with WhatsApp, but we’re focused on building features that enhance the social betting experience, like real-time updates, social features within Betmate, and a dynamic interface that can end up making it more engaging than just chatting in a group. That’s something we’re constantly working on and looking to improve.
Gambling Insider will be delving deeper into the rapid growth of social betting in the upcoming November/December issue of the magazine, including quotes from Lawrence.
