Bookies.
For most bookies with a high street presence (betting shops to place cash bets in), sports betting is only a minor part of their business.
Horse racing, greyhounds, virtual racing (silly computer generated horse 'races'), casino style roulette at electronic terminals forms most of their business. Believe it or not, they also take bets on 'virtual soccer' which is two work experience kids playing FIFA soccer on X-Box then displaying it on screens in their shops.