The Online Merger of Casinos and Sports For many, the idea of placing a bet online is an exciting prospect. Tales of a small stake reaping big rewards are commonplace in today’s world, and with millions of people regularly staking a bet of some kind it is unsurprising that new sites offering wagering services are springing up just as frequently. Interestingly for the thousands of eager bettors scouring online casino reviews there is increasingly no need to separate their sports bet provider from their online casino, as every new provider seeks a niche in this rapidly expanding market. Historically, online casinos were exactly that – gambling houses on the web that succeeded due to low overheads and greater room for experimentation than their land-based counterparts. This reduction in running costs allowed them to drop the House edge, essentially making it easier for consumers to win prizes more often and ergo unsurprisingly becoming incredibly popular with consumers. However, this expansion in online gambling was not the sole dominion of online casinos, for online sports betting became established simultaneously during the major Internet boom of the mid-1990s. In the United Kingdom, which has a stronger history of sports betting, the betting services online actually preceded those of the more traditional casinos by at least three years. In such a climate, it can be held that the merger of sports wagering with those of online casinos was inevitable, and with the increased popularity of both shadowing the rise in online betting provision the conclusion that each supported the other is by no means an exaggeration. In fact, this marriage of similar industries through innovation is common across the spectrum of the online marketplace, and has given rise to a whole industry of net-savvy companies utilising the skills of specialist designers to allow them to engage with a fresh audience. Consumers can now search for themselves amongst the plethora of new companies providing wagering services to find their own favourite within an ever-changing world, and place a bet of their choosing with a company with whom they can openly engage. From the perspective of the end user, this innovation is every high roller’s dream.