Pinnacle is a brand most commonly recognized in the online gaming and sports betting industry. Founded in 1998, it has established itself as a major online sportsbook, casino, and eSports betting platform. What distinguishes Pinnacle in a highly competitive market is its unique business model, which eschews the traditional use of bonuses to attract customers. Instead, it built its reputation on offering "reduced margin pricing," also known as low "juice" or "vig," on its betting lines. This strategy provides better odds for the bettor, aiming to attract and retain savvy, high-volume customers by offering them a more favorable long-term value.

The company's approach to sports betting is often described as being tailored to "sharp" or professional bettors. By setting early lines with lower limits, Pinnacle uses the betting activity of these knowledgeable players to help shape and refine its odds. This process allows them to confidently offer higher betting limits to all clients while maintaining their low-margin model.

Beyond its core sports betting business, Pinnacle also operates an online casino and has been a significant player in the eSports betting market. It is known for its focus on a no-frills, highly efficient platform that prioritizes competitive odds and a reliable user experience over promotional gimmicks. Pinnacle's headquarters are located in Curaçao, and the brand has a global customer base in over 100 countries.