Better was chosen to operate the Sports Cafe Bet brand of betting shops on behalf of Sports Cafe Plc, beating off competition from the major high street brands. The first 1,600 sq ft shop opened in Broad St, Birmingham in Feb 2006.

Better approached London Clubs International (LCI) to replace the William Hill shop in Old Park Lane with a new joint venture betting shop. A deal was signed and a bookmakers permit for the new company obtained. The licence has been granted and the shop opened on March 10th 2008. Planning work is already under way to add betting shops at Manchester 235 and LCI’s new Leicester Sq Casino.