Betting in the UK has been around for decades, even the online market. Our liberal approach to gambling early on has led to quite a storied and rich culture in this space, and some stereotypes people can’t shake.
But in 2025, there are not only more modern apps coming through, but US-style ones (which are different because the US market is younger). A generational split between traditional punters and digital natives has realised.
Of the best betting apps, established names like bet365 and Betfred continue to dominate market share and are popular with millennials. Newer platforms such as Midnite and kwiff are targeting younger Gen Z demographics with new approaches, while the likes of William Hill are seen as the old guard, with potentially millenials seeing them as outdated.
The old guard’s scepticism
For many older bettors in the UK, there’s a wariness about abandoning tried-and-tested platforms for flashier newcomers, a bit like how some people aren’t convinced they should switch from Lloyds to Revolut. Having grown up with high street bookmakers like Betfred, which was founded in 1967, and early online pioneers like bet365 (2000), these punters like their stable, day 1 options.
This scepticism isn’t unfounded either. Older bettors remember the Wild West days of online gambling, when dodgy operators could disappear overnight with customer funds. They’ve learned to trust brands with proven track records, reliable odds, and good horse racing coverage.
Gen Z’s digital playground
Contrast this with younger punters, who view betting apps as entertainment platforms rather than just wagering tools. For Gen Z bettors, apps like Midnite, which was launched in 2020, speak to them more and offer something traditional bookmakers can’t: genuine integration with gaming culture.
Midnite’s CashMode feature, which lets users earn real money through gaming performance rather than traditional betting, says it all. Instead of betting on Liverpool versus Arsenal, younger punters might wager on their own FIFA or Fortnite skills. It’s a fundamental reimagining of what betting can be, and it plugs directly into the video game, live streaming world that some may label as the metaverse.
Similarly, kwiff’s randomized odds boosts, where bets can be automatically enhanced without user input, appeal to a generation raised on loot boxes and surprise mechanics in video games. The unpredictability isn’t a bug; it’s a feature.
These platforms also do a good job of community building. For boomers, the community is in the pub, where they may discuss their bets, rather than the platform itself. Midnite’s active Discord channels and Twitter engagement create social experiences around betting, which is more holistic than the older apps.
The Middle Ground
It’s not just black and white, there are some operators capturing the middle ground. The Blairite apps like BetMGM, which is admittedly relatively new to the UK, combines traditional betting reliability with modern gamification. So it has features like the Daily Golden Wheel, but then it’s also marketing itself as a stable option.
Meanwhile, talkSPORT BET is quite new but uses its trusted radio brand’s credibility. Here, they’re going after contemporary features while having a long and stable reputation.
This generational divide will not erode anytime soon, as older apps know that older users don’t like drastic UI updates – they don’t want to relearn how to use the app. Some will adapt, other won’t, and it will likely be up to new apps to operate in the middle ground and prove themselves as reliable oddsmakers.
