Pinnacle has been offering a unique betting experience to its customers for over 20 years. Since being founded in 1998 plenty has changed within the business but their approach to bookmaking has remained the same. What is the history of Pinnacle and what does the future hold? Read on to find out.
The early beginnings of Pinnacle
Widely regarded as the world’s sharpest bookmaker, Pinnacle has been providing the best odds, highest betting limits and a distinctive winners welcome policy for over two decades. Customers from over 100 countries can bet online in 16 different languages at Pinnacle.com and while the future is certainly an exciting prospect, many people are also interested in the company’s history. So, where did it all begin?
Pinnacle (formally known as Pinnacle Sports) was founded on August 6, 1998, with its sportsbook offering officially launching two months later in October 1998.
Despite the fact that the number of online sportsbooks has increased tenfold since Pinnacle first launched, their unique approach to bookmaking has remained.
Pinnacle’s first office was opened in Curaçao, a Dutch Caribbean Island. The company’s current headquarters, still based in Curaçao, was opened just after the turn of the century in 2001.
During the first few years of operation, Pinnacle posted betting lines on the internet but only took bets over the phone. While low margins were still important back then, Pinnacle’s reputation was also blossoming thanks to fast payouts to winning customers – this was a delayed process for most of its competitors.
Moving online and going global
The internet began to take off in the late-1990’s and Pinnacle was one of the first bookmakers to utilise the online space. Pinnacle’s first fully operational online sportsbook (initially launching as planetpinnacle.com) went live in 2000.
The success of the Internet and the refinement of their website meant Pinnacle started to stop taking bets over the phone in late 2004 and by 2006, the bookmaker had moved all of its operations online.
Throughout the mid-2000’s, Pinnacle continued to grow and establish its reputation as a trusted online bookmaker that offered something no one else could. This growth lead to multiple offices opening across the globe, such as London (2005), Manila (2009) and Malta (2015).
Pinnacle is still unique in the modern industry
The betting industry has grown exponentially in the last ten years (mostly due to technological developments) and with that, numerous competitors have emerged to try and challenge Pinnacle as a world-leading bookmaker.
Despite the fact that the number of online sportsbooks has increased tenfold since Pinnacle first launched, their unique approach to bookmaking has remained. Although some have tried, no one has been able to replicate Pinnacle’s model. The company’s Trading Director Marco Blume has previously claimed that anyone trying to copy Pinnacle’s model would have to be able to survive in a shark tank.
- Find out why no one has copied Pinnacle's unique model
Pinnacle reached another major landmark in its history in January of 2010 when they became the first bookmaker to take an eSports bet. Pinnacle decided to offer markets due to the popularity of eSports within its trading team, but since that first bet on StarCraft 2 over eight years ago they have taken over 10,000,000 eSports bets and have multiple markets for over 15 different games.
While very few could contest Pinnacle’s claims that they offered the highest betting limits online, any doubts were well and truly quashed during the 2014 World Cup. Widely regarded as the biggest sporting event in the world, Pinnacle raised its limits to $1,000,000 during the competition - a figure that dwarfed any other limits available within the betting industry.
A new era for Pinnacle
One of the biggest changes at Pinnacle in the last 20 years was the company rebrand from Pinnacle Sports to Pinnacle in 2016. The new name, domain (pinnacle.com) and dynamic design style was intended to complement the breadth of services that were developed and rolled out through the mid-2000’s (sports betting, casino, esports, mobile, affiliates and a B2B offering).
Although there is likely to be plenty of change in the future, Pinnacle will continue to prioritise its customers’ experience above anything else.
The recent growth of the eSports betting industry and quality of the eSports betting experience Pinnacle provided its customers was highlighted in 2016 when the bookmaker won the first of many eSports awards. Following the EGR eSports Operator of the Year and SBC eSports Bookmaker of the Year in 2016, Pinnacle then retained its SBC title and won the Gaming Intelligence eSports Operator of the Year in 2017.
In 2017, Pinnacle also released two major updates to its website. The launch of Betting Resources enhanced the claim that the bookmaker wanted to educate bettors - the portal now houses over 1,000 articles, a betting tools section and a glossary of terms. Pinnacle then re-launched its eSports hub later in 2017, giving bettors everything they need in one place - this includes their industry-leading odds, a comprehensive event schedule and a blog full of educational content.
Pinnacle announced another first for the organisation just 10 days into 2018 when they announced their first ever brand ambassador Mats Wilander. The multiple singles Grand Slam winner joined before the start of the Australian Open and the bookmaker celebrated the partnership by launching The €8,000 Slam - giving away €8,000 to one lucky customer.
What does the future have in store?
Despite a long and illustrious history, it certainly seems like the best is yet to come for Pinnacle. The unbeatable odds, high limits and winners welcome policy will always be a part of the Pinnacle experience but the company has teased some very exciting projects due to be released later in the year.
While the various products (sportsbook, casino, affiliates and B2B), its Betting Resources portal and featured-packed eSports hub will continue to expand to ensure Pinnacle remains at the forefront of the sports betting industry, the bookmaker has also provided customers with a behind-the-scenes look at what the future has in store - showing how R is driving sports betting innovation.
Although there is likely to be plenty of change in the future, Pinnacle will continue to prioritise its customers’ experience above anything else. While other bookmakers work on new bonus offers, worthless incentives and unnecessary marketing campaigns, Pinnacle will do what it has done for the last 20 years - provide bettors with best betting value online.