Who is Trusted in China: 10 Betting Brands Shaping the Shadow Betting Market

Despite strict prohibitions, China is home to a massive underground online betting industry with its own hierarchy and favorites. This article explores the ten brands that local players trust most often and delves into the workings of this closed market from the inside.

The internal online betting market in China is one of the most paradoxical in the world. Formally, the country has a ban on any online gambling activity, allowing only two official lotteries — Sports Lottery and Welfare Lottery. However, the cultural tradition of betting, a strong interest in football, basketball, and esports, and the rapid development of mobile technologies have all played their part. The Chinese continue to place bets on overseas websites, creating a massive hidden market that operates according to its own set of rules.

Although Chinese authorities typically block access to foreign platforms, the industry has learned to adapt instantly: mirrors, alternative domains, mobile apps, and crypto-payments have long been part of the landscape. At the same time, among the millions of players, an unofficial list of trusted brands has emerged — ranging from global giants to aggressive young services targeting the rapidly growing Asian markets.

Below is an overview of the ten betting companies most often chosen by Chinese users. This is not an advertisement but an attempt to understand why these brands have become key players for bettors from the Middle Kingdom.

1. bet365 — Global Leader with an Excellent Reputation

If you were to ask a Chinese bettor which bookmaker is considered the most reliable, the name bet365 would almost certainly come up. This global giant with British roots operates according to strict international standards, offering high odds, extensive coverage, and a powerful live betting platform.

Despite the blocks, bet365 has numerous localized domains and a Chinese-language interface — a crucial factor for local trust. The brand's reputation has made bet365 one of the most desirable operators for medium- to high-level Chinese bettors.

2. Pinnacle — Low Margin and a Reputation as a "Pro's Bookmaker"

Pinnacle is a legend among experienced players worldwide. Known for not cutting limits on successful users and operating almost like a betting exchange, it offers minimal margins. The Chinese audience appreciates Pinnacle for its fair odds and transparency.

In the Asian market, Pinnacle is considered the gold standard. While bet365 is a "premium brand," Pinnacle is the tool for professionals.

3. SBOBET — The Old Asian Player Holding Its Ground

SBOBET is one of the most recognizable brands in the East Asian markets. The company has long specialized in Asian handicaps and football markets, making it particularly attractive to Chinese players who are passionate about both European and Asian football.

With a stable mobile app, Chinese localization, and fast support, SBOBET has cemented its place at the top of the local preferences.

4. Betway — European Quality in the Asian Market

The British brand Betway is not typically associated with the "grey" market, but it is actively used by Chinese players, especially those looking for a more civilized and transparent betting experience. Betway is one of the largest sponsors in esports, making it popular among the younger generation of bettors in China.

The European license, strict payout policies, and clear rules are why Betway is often chosen as "the most reliable of what's available."

5. 888sport — A Brand Chosen for Its Name

888sport is part of the large 888 Holdings conglomerate, a publicly traded company known for its casino and poker offerings. Most Chinese players choose it because of the brand's recognition: 888 is associated with legality and security.

While the betting lines here are less comprehensive than those of Pinnacle or SBOBET, 888sport remains an attractive option for those who bet "just for fun" and value the status of the brand.

6. Dragon Bet — A Trusted Bookmaker Since 2009

Dragon Bet has built a solid reputation among Chinese players, who value stability and honesty above flashy marketing tactics. The company does not use aggressive advertising and does not attempt to compete with the large brands in terms of functionality. However, due to its reliability, fair payouts, and generous cashback offers, Dragon Bet remains a popular choice among knowledgeable Chinese bettors.

7. Melbet — The "Younger Brother" of 1xBet for Asian Markets

Melbet shares many similarities with 1xBet but focuses primarily on developing markets in Asia and the CIS. Chinese players appreciate it for its user-friendly interface, wide selection of events, and high accessibility.

Thanks to aggressive bonuses and tailored Chinese pages, Melbet consistently ranks among the unofficial top websites used by Chinese bettors.

8. BetWinner — Another Member of the "Family" with an Extensive Lineup

BetWinner is another bookmaker created with a similar model to 1xBet and Melbet: a huge selection of bets, extensive coverage of esports, a convenient mobile version, and access through alternative domains.

In China, it is particularly attractive due to its simple registration process and a large number of deposit options. While its reputation is average, its popularity is very high.

9. 22Bet — A Young but Rapidly Growing Brand

22Bet is one of the fastest-growing bookmakers of recent years. It is actively expanding in Asia, Africa, and Eastern Europe. Chinese players choose it for its convenient apps and fairly generous football odds.

The trust level here is higher than that of BetWinner or Melbet, but lower than that of major European brands. Still, 22Bet has firmly established itself among the popular platforms in China.

10. 12BET — A Purely Asian Brand for Football

12BET is a classic representative of the Asian betting market. The company focuses almost exclusively on football and has been operating in the region for many years. Many Chinese players were using the site back in the late 2000s, so the brand remains well-known.

While 12BET is less versatile than bet365 or 1xBet, it is considered "home" among Asian players and is valued for the simplicity and transparency of its betting lines.

Which Bookmakers Are Considered the Most Reliable Among the Chinese?

If we highlight the brands that are considered the most stable and trustworthy, the picture looks like this:

Top for Reliability:

1. bet365
2. Pinnacle
3. SBOBET
4. Betway
5. 888sport

These are brands that operate by international standards, hold licenses from major regulators, and are known for reliably paying out winnings.

Which Are the Most Popular?

In terms of the number of players, the leaders are:

1. bet365
2. Pinnacle
3. SBOBET
4. Dragon Bet
5. Melbet
6. BetWinner
7. 22Bet
8. 12BET
9. 188BET

Conclusion

The Chinese betting market is unique. Formally banned but practically enormous, it has created its own brand hierarchy, with world-famous companies with impeccable reputations at the top and more flexible, aggressive players adjusting to demand just below.

For Chinese bettors, three factors are key: reliability, accessibility, and convenience.

And it is these criteria that have shaped the list of the ten most popular bookmakers in China — from bet365 to 12BET, from Pinnacle to Dragon Bet.