Blue Square (also known simply as BlueSQ) was launched in May 1999 and was one of the pioneering interactive bookmakers in the market at that time. It has since grown to include Casino, Poker and gaming streams. During 2003 it was purchased by Rank, a leisure and entertainment group, previously best know for their bingo brands. The customer base has grown to over 750,000 and Blue Square now also sponsor the top tiers of non-league football in England – including The Blue Square Premier League, which the firm actively promote via a dedicated website.
The BlueSq website offers almost all of the high profile sporting events in the UK. It focusses on Football and Racing, but Golf, Tennis and Rugby are all well catered for. Some very minor markets are missing, but in general the range of markets is very very good.
Product range rating: 5/5
Support is available 24 hours a day, 7 days a week, but only via telephone, e-mail or post – there is no interactive chat and the information available on the website directly is of limited use. This may not be a huge issue for some customers but it does leave BlueSq scoring below average in this category.
Support rating: 3/5
The current sign up bonus with BlueSquare is £25 worth of free bets. This is about standard throughout the industry but lags behind some of the better offers out there. There are also ‘money back’ offers on the more popular events, for example, first try scorer bets are refunded throughout the Six Nations tournament if the first try is scored by a forward.
Bonuses rating: 3/5
The website is efficient and easy to navigate, though does lack some of the aesthetic appeal offered by other firm’s sites. One big plus is the mobile offering – available on iPhone or android – which won the “Best Mobile Performance” gong at the EGR Awards.
BlueSquare are generally competitive but very rarely best price. The markets in which they tend to excel are in football matches being played under the Blue Square banner – i.e. the non league games. Even here, the firm are not always best, but their performance is at least improved compared with other areas.
Odds rating 2/5
Blue Square offer a sound alternative to the mainstream bookmakers, especially to those who do a lot of betting in the non-league divisions. There are however, some weaknesses and brand owners Rank could be doing more to promote the firm and make them more competitive. Lower League specialists will certainly benefit from an account however.
Overall rating 3/5