This site contains commercial content

Voice & Tone

bettingexpert aims to produce a consistently high quality content across all its services. But with so much content, how do we plan to do this? Find out our strategy here..

bettingexpert speaks with one voice across all its platforms, media, and languages. Yes, just one voice. A voice is defined in the following manner: ”anything you write should still have your voice: something that makes your writing sound uniquely like you”.

Wait a minute. Does this mean that we all should sound exactly the same all the time? Of course not. Different contexts require different nuances. Enter tone. “Just as you speak to different people in different ways yet remain yourself, so the tone of your writing can vary with the situation while the voice – the essential, individual thoughts and expression – is still your own.“

Voice is important because it helps bettingexpert “stand out from competitors, communicate efficiently and effectively with [its] audience and share [its] personality. … You can’t create a strong and effective user experience without language.”

In other words: everyone writing for bettingexpert, writes with the same voice. There can be only one voice, but this voice has many tones. Different authors and bloggers can have their own writing style and tone, but it ought to be as close to bettingexpert’s voice as possible. Without consistency there is no authenticity.

Our Voice

Our voice must reflect the seven brand promises we are committed to:

Human not corporate

Don’t write as if you are speaking on behalf of a big, secretive corporation. You are not. bettingexpert is the sum of many dedicated and interesting people, and our voice should reflect this. This means:

  • We will always apologise if we happen to offend somebody.
  • We do not use legal-lingo. Even terms and conditions can be written in normal, comprehensible language.
  • Write just as informally as you would when contacting a colleague. There should no difference between our internal and external voice. We are all humans.
  • We respect all other people and will under no circumstance express views that are or could be interpreted as racist, homophobic or sexist.
  • We encourage the use of words and terms that express emotions and opinions such as “Oh no”, “Yay!”, “Say What?”, “So good”, “That’s horrible”, etc.

Trustworthy but not boring

bettingexpert is a thought leader and stark advocate for transparency within the betting industry. To be a credible thought leader, we must be trustworthy. But trustworthy must not be confused with boring. No one wants to listen to boring people, let alone be considered boring. This means:

  • We never lie.
  • We never manipulate the truth.
  • We tell both sides of the story.
  • It’s not our job to cover up for the mistakes and bad behavior of others.

Authoritative but not paternalistic

In order to live up to our vision, we need to be an authority. Being an authority is good, insofar as we appear as paternalists. Some people already have a strict father and the last thing they need is another. This means:

  • We speak our mind.
  • We offer our advice and opinions.
  • We don’t tell people what to do.
  • We don’t judge people.

Humorous but not silly

We are lucky to operate in an industry full of feelings: good and bad. In this industry, there is room to be lighthearted and humorous. This means:

  • In general, we prefer being funny to being boring.
  • We make jokes where appropriate.
  • We create and share funny content.
  • We do so with respect to other people. For examples, making fun of other people's losses is totally not okay, no matter how silly the bet is. If someone crosses the line between humour and offense, we will remove the content and explain why to the person who wrote it.
  • We are never silly. We will never use humor just for the sake of it – only when it can be used as an integrated part of our communication and content.

Transparent but not naive

The betting industry badly needs transparency. That’s why we're here. We are strongly committed to transparency (for example, this “internal document” is not so internal after all, huh?). This commitment means:

  • We always give as much information about ourselves and our partners as possible.
  • We admit any failures we might make and explain what we will do to avoid similar mistakes happening again.

Participatory but not low quality

We recognise that we can't know everything. This is why we are deeply committed to our community as well as our fans and followers across various social media.

  • We always let our users speak.
  • We improve or filter away low quality content in order to maintain the overall high quality of the bettingexpert brand. After all, no one wants rubbish content. Well, except trolls, but haters gonna hate right?

Not like the other companies in the betting industry

We like betting. A lot. But we don’t like all of the norms and values of the industry. That’s one of the reasons bettingexpert is here. This means we must behave and communicate very differently from “them”.

  • We do not use sexism or almost-naked women to promote ourselves (what does nudity really have to do with betting anyway?)
  • We do not promise more than we can keep.
  • We do not tell anyone that gambling will make them rich. Gambling makes some people rich and other people poor. We tell both sides of this story.
  • We are not noisy in our communication. We don’t use flashing banners, promises we can’t keep or half-naked women in our advertisements. Making noise is for companies that have nothing unique to offer. We have plenty of remarkable content and software, so there is no need to resort to such techniques.

Examples Of Our Voice

The following examples (hopefully) show how we use our PHHATT values in our communication across different media.

On-site Copy

Editorial Content

Example 1: The English Premier League is arguably the best domestic football league in the world. It is certainly the richest, and although England's rich football history goes back to the invention of the game itself, the Premier League only came into existence in 1992, forming as seperate entity from the English professional football league. It was this move, and the enormous investment from satellite TV giant Sky, that have contributed to the league's increased success, but also to an unshackled spiralling of costs both for owners and fans.

Example 2: The only bookmaker that blatantly pays for followers is Red Bet. Boooh (Yes, it is possible to pay for followers without owning the account, but this does not make much sense for anyone to do!) The tag cloud above is summarising the Twitter bio for Red Bet's followers. These followers are not interested in sport or betting. Instead they like following back, making money, being followed and – of course – Justin Bieber.

Error messages

Example 1: Oh no! We don't have any historical data on this match. It's either because the two teams have never clashed before or because they did before we started collecting data in 2010 – but who needs that old data anyway? 🙂

Example 2: Believe it or not, we don't have any tips on this game yet. But guess what? If you write a tip for this match, you'll be a superstar and earn 5 BE points – so write a new tip now!

Terms and conditions

Lawyers are crazy. So is the language they invented. Luckily, we are not crazy so we speak as we always do. See for example our terms and conditions:

“You are free to use whatever content on bettingexpert free of charge. If you republish any of our content on other websites, we thank you, but please link back to the original source. Yep, that's all we ask. So feel free to redistribute, remix and link to our content. Open web FTW!”

See, we don’t use crazy legal language. We sound normal. See also our comment guidelines for non-legal communication.

Customer Support Message

Every time someone contacts us we (1) thank them for taking the time to contact us, (2) solve their problem or tell why we can’t, (3) offer more help, and (4) thank the user for contributing to our community. A reply to a tipster could be:

Hi there, Bryan!

Thanks for contacting us. We have now changed your tip to the correct language.

If there is anything else we can do – please let us know. We are here to help!

Thanks for contributing to bettingexpert – we really appreciate that you share your tips with us.

Thomas Høgenhaven


Hi there,

We hope you have been enjoying Euro 2012 as much as we have. With thanks to our friends at Betdaq it's about to get even better!

Betdaq are offering an exclusive £5 free bet for the first 100 bettingexpert members to open an account with Betdaq via this link.

It's that simple! Be one of the first 100 to open your Betdaq account and your £5 free bet will be credited to your account within 72 hours.

Betting value on Euro 2012

If you're wondering where the betting value is, here's our Top 25 Tipsters for Euro 2012 so far. You can follow their tips each and every day of the tournament!

And bookmark our Euro 2012 Betting Tips Board for all posts from our betting community throughout Euro 2012.

So what are you waiting for? Your Betdaq £5 Free Bet is waiting for you.

Enjoy the rest of Euro 2012 and good luck!

Best regards,


527 tips posted by our community over the past weekend – Over 9% profit – Very nice work! … #BlowingOurOwnHorn

Wooh it's Friday! – And we've got 3 Hot Horses up – Each running this afternoon at #Chepstow #racing #horseracing

We implementing a new site design – Like it? Love it? Hate it? Come and tell us what you think …


What does it look like when a goalkeeper is substituted after conceding 2 goals in the opening 10 minutes of play? This >>>

If this doesnt make you smile, then nothing will – Last minute heroics – A bicycle goal from a goalkeeper in added time

Bet365 is not paying out on a winning bet of $75,000 and back-dating a change in terms and conditions. You are better than this, Bet365!


Believe it or not, we are criticised every now and then. This is good as it shows us where we can improve. It is critical that we respond positively to any critique. We don’t want to start flame wars when people take the time to suggest improvements. Even if they express these improvement potentials well, rudely. Let’s consider some examples from Twitter:

bettingexpert: We implementing a new site design – Like it? Love it? Hate it? Come and tell us what you think

Al: @bettingexpert rubbish new site

bettingexpert: @alright_mucker Thanks for the feedback. Care to elaborate?

Al: @bettingexpert just not keen on the layout and searching for info you want isnt the best. i've seen worse though.

bettingexpert: @alright_mucker Alrighty – we'll see what we can do to improve it.