Online sports betting is big business. As of March 2025, the industry is valued at $329 billion worldwide, and that number looks set to increase according to recent forecasts. As a consequence, competition is fierce amongst operators when it comes to both new sign-ups and customer retention.
Bookmakers have been forced to diversify to maintain their core audience and with customer preferences constantly transforming, many of these sites are required to frequently evolve to satisfy the demands of the modern bettor. We’ve selected four popular features offered by online sportsbooks which are essential for player satisfaction.
Bet Builders / Same-Game Parlays
Players enjoy personalising their betting experience and being in control of their wagers. Bet Builders or Same-Game Parlays (SGPs) have enjoyed a meteoric rise over the last decade and now tend to be offered by most online bookmakers.
This feature allows players to create a bespoke bet on a single sporting event, adding up to twenty selections from various markets including player shots, player tackles, total goals and booking points.
Although this feature tends to be most popular with football fans, many sports betting sites have added this tool to basketball, tennis and selected horse racing markets.
Cash Out
Cash Out has become a staple of most modern online sportsbooks and is one of the most-used features amongst sports bettors. It is on the verge of becoming universal and is available with most of the operators on this list of UK betting sites, however, we advise checking whether your chosen site also permits partial cash-out and auto cash-out.
This feature allows players to settle bets early, potentially locking in a small profit or minimising significant losses. Regardless of the eventual outcome, you will still receive a guaranteed cash-out, eliminating the possibility of any last-minute heartbreak.
Furthermore, if things aren’t going to plan, you may still be able to claim a portion of your stake and partly rescue the situation. Partial cash-out and auto cash-out are subsidiaries of this feature, allowing punters to collect part of their winnings, leaving the remainder in play or allowing users an opportunity to set a pre-determined profit level before automatically cashing out.
Live Streaming
Live streaming is less common than other features, yet its inclusion helps to elevate a sportsbook to the next level. This tool allows real-time broadcasting of ongoing sporting events including tennis, football, basketball and snooker. Fans of eSports, which has enjoyed exponential growth amongst younger generations, can also stream thousands of tournaments such as ESL One and IEM Cologne.
The streaming menu and schedule tend to be located in the live betting section of the site and many bookmakers have designed their interface to incorporate the latest odds and live up-to-the-second pictures, allowing them to sit side-by-side.
When players can follow the action using a live stream, they tend to stick around for longer and betting volume will often increase as a result.
Loyalty Scheme / Rewards
Most betting sites have some sort of welcome bonus available for new players, however, loyal and existing players also need to feel rewarded. Loyalty schemes add extra value, offering regular incentives and perks such as free bets, points, entry into exclusive prize draws and personalised offers.
Players may be automatically enrolled upon signing up, however, some bookmakers will ask users to opt in and points will be awarded based on betting activity. Bettors may be required to wager a set amount to unlock the next reward or make frequent deposits in a set period.
Some betting sites may offer free spins on selected games and gamification aspects such as free-to-enter prediction competitions have become increasingly common. Not only do these improve player retention, but they may also provoke discussion amongst sports fans and fellow bettors.
