With the arrival of the World Wide Web, many bookmakers like William Hill, Sportingbet and Ladbrokes have an online brand, although independently owned bookmakers often still maintain a "bricks and mortar" only operation and others operate a "skin" or "white label" operation which they purchase from one of the large firms as is the case with BetDirect and Betterbet . The main websites only accept bets from countries where internet gambling is not prohibited, and from people over 18 years old. Often these websites are linked to online casinos where you can play poker, roulette and blackjack.Increasingly, online bettors are turning to the use of betting exchanges such as Betfair and BETDAQ, which automatically match Back and Lay bets between different bettors, thus effectively cutting out the bookmaker's traditional profit margin also called an overround.Some bookmakers have even taken to using betting exchanges as a way of laying off unfavorable bets and thus reducing their overall exposure.Bets are also taken via phones, using SMS text messages, though poker and other sports are more suited to other mediums. As technology moves on, the gambling world ensures it is a major player in new technology operations.