One of the real web-based fixed-odds success stories, the firm has expanded its channels and now offers account holders a substantial interactive service, with phone, TV and wap services complementing the website.
Blue Square could also become the first internet start-up to make the break to the high street. Rank Group, who acquired the firm in 2003, is certainly looking for the firm to move in that direction, another indication of the company's success.
With a wealth of web experience it comes as no surprise that the site itself is one of the most user-friendly on the internet.
It is particularly easy to navigate with a clean, uncluttered style which allows punters to move quickly through the site and focus on their preferred markets, of which there is no shortage.
Football players are well provided for with all the necessary betting opportunities on both the national and international scene and a decent spread of specials on topical events.
An excellent football form section is also available which allows users access to a wealth of information including full rundowns of the current season and interactive head-to-head stats covering all domestic and major European leagues.
The firm also offers a variety of promotions, such as scorecast refunds where football matches finish 0-0 and a free to enter fantasy competition with decent cash prizes.
Other sports to benefit from above an average market range are tennis and motor sports while the racing section must also get a quick mention as the rare opportunity to bet into tote pools on both domestic and American racing is a major plus and helps to demonstrate the site's across the board appeal.
Finally, American sports fans are taken care of in good style with NHL match prices and NBA match and handicap markets available, offers you would not find with all of the major firms.
There is also a free £10 bet for new accounts, stake non-refundable, which can be placed on any market. After an initial deposit of £10 simply strike your first wager and a free-bet token will be deposited into the account.
Particularly well designed, the Blue Square site is an impressive all rounder, with a decent range of promos and offers and a more than satisfactory range of betting opportunities.