Good service is paramount. As long as the betting site offers good service, it grows like a snowball. Positive comments and friend referrals are the most effective advertising.
A good name is hard to find. Because all domains are already taken. Deriving a name like xxxbets will suffice.
Yes good service is very important and is the reason why many gamblers do go for a gambling platform where there is good features and utility that gamblers are in search of. Functionality is what makes a gambling platform superior to others if it has amazing features that is very attractive to users. Brand name is good but there is always need for good utility and features.