What Are Sister Sites? Our Definition Explained
The term "sister sites" isn't always clear-cut when it comes to betting and casino sites, but we believe we have found the right definition.
Our Definition of Sister Sites
While FindSisterSites is a relatively new site, the people behind it (i.e. us!) have been in the gambling industry for quite some time. As such, we have experienced the rise of the term "sister sites" first-hand, with more and more punters realising that they can find similar products elsewhere.
To many, the term only signifies shared ownership (as it does when speaking about companies in general), but we believe it goes further than that. When it comes to betting and casino sites, after all, the ownership isn't always the most important thing; you also have platforms, sportsbooks, and licences.
Our definition of sister sites, therefore, includes a bit more than you would usually see. To be precise, we believe there are three different types of links to be considered: 1) same ownership, 2) same sportsbook and/or platform, and 3) same operator/licence.
Explaining the Three Types
Now that you know what our definition includes, let's take a closer look at what each type actually means in practice. We have included some examples and infographics to make it easier to understand.
Same Ownership
As said, this is probably the form of sister sites that most punters and casino players think of when they hear the term. It certainly makes sense as the sister term originates from the business world, referring to companies with the same parent company (i.e. sister company). However, this is not the most common form of sister sites.
Well-known examples include Coral and Ladbrokes, which are owned by Entain plc, as well as LeoVegas and PinkCasino, which are owned by LeoVegas Mobile Gaming Group. Whenever two or more sites have the same ownership, this usually means they also have the same casino and/or sportsbook technology. The latter is what we will take a look at next.
The image above outlines an example of gambling sites with the same owner, in this case Entain plc.
Same Sportsbook & Platform
Casino sections can certainly have design similarities between different sites, but it ultimately comes down to the providers available (Evolution, Playtech and so on). With sportsbooks, however, it works slightly differently as bookmakers tend to rely on an in-house product or one provided by a third party. As such, instead of comparing provider by provider, we can look at the entire sportsbook.
This is something that a lot of sites miss when comparing the sister sites of a certain bookmaker, which is understandable given that there is not always a 'paper trail'. With our vast experience in the betting industry, however, we have been able to identify several sister sites through the same sportsbook and platform technology.
For example, AK Bets and StarSports - which otherwise would not be regarded as sister sites - both make use of Playbook Gaming technology for their sportsbook and casino sections. They look more or less identical and the features are the same, meaning anyone who likes AK Bets will likely love the sister StarSports too. Identifying sister sites through the sportsbook/platform is thus very useful.
The image above outlines an example of gambling sites with the same sportsbook & Platform, in this case Playbook Gaming.
Same Operator
The third and final sister sites form, having the same operator, is the most common one in the UK as things stand. Per the UK Gambling Commission's definition, these are known as 'white-label sites' and are commonly used by new betting and casino sites. The biggest benefit for those starting a site, without a doubt, is that the operator provides the UKGC licence.
BV Gaming/Group, for example, has partnered with several new bookies and casinos throughout the years to get them off the ground. In addition to the licence, the operator provides the casino and sportsbook technology, often also the backend solutions. With that in mind, what makes it different from just having the same sportsbook?
Although white-label sites also tend to have different owners, they do not have their own UKGC licences. This is a pretty significant distinction as having a licence of your own shows a different ambition, not to mention that we have seen many white-label sites shut down over the year, which is not as common among sites that have secured a UKGC licence.
The image above outlines an example of gambling sites with the same operator, in this case BV Gaming/Group, which is also the owner of BetVictor.
Sister Sites or Cousin Sites?
Lately, we have seen the term "cousin sites" being used by some of our peers, essentially establishing that there is a link but downplaying its significance. Fair enough, especially if the platform is the only thing linking two sites together, but we believe this complicates the matter a little bit.
If you assess every single site through a microscopic lens, you can always find differences. Trying to explain those to the average punter, however, just makes it hard to grasp. It's just easier to stick with "sister sites", even if distinctions still need to be made.
For example, we call all of the Playbook Gaming-powered sites sisters, but we also make sure to list the licence and owner information for each bookie. That way, you can easily identify if they are linked or not, and then dig into the details if you wish to.
I'm the founder and editor-in-chief of FindSisterSites. After exploring how betting and casino sites are structured for another project, I felt that there was a gap in the market, more specifically for correct, reliable and up-to-date information on the companies behind each site.
As such, I'm responsible for identifying the 'hidden' sister sites and debunking a lot of the incorrect information that spreads around the web. My background in journalism certainly means that I have the perseverance to find the right answers, which helps in this case.