On this page you’ll find a list of all of the bookmakers that we recommended. We’ve personally tested each and every one of these and have written detailed reviews covering everything from the sites odds and promotions through to how easy it is to find a bet.
Every bookie listed on this page (and every bookie and casino listed on this site, for that matter) is licensed and regulated by the UK Gambling Commission. Most are also members of IBAS.
Note that the promotions shown below are for new customers only and you must be of 18 years or older to gamble. Terms and conditions will apply so please make sure you read these before claiming any offer.
10Bet go along with the philosophy bigger is better and this is no bad thing in bookmaking. Not only do 10Bet have one of the largest first deposit bonuses around they have more than enough markets for you to play with all that free cash. Famed particularly for covering more European leagues than any other bookie and being one of the best places for accumulator betting offers this makes 10Bet an awesome football bookmaker. 10Bet are one of the few betting sites to offer regular deposit reload bonuses to punters too.
Sign Up: - Matched first deposit from £15 to £200, rollover deposit and bonus 5x at 3/5 (1.6) to withdraw, use code FD200.
Coral are quite literally the best all round betting site for the average punter. They have one of the highest value sign up deals going that doesn't require a large outlay (bet £5 get £20 free) so it won't cost you much to try them out. Coral are one of the most exciting brands in bookmaking, vibrant and fun but still maintaining a very professional book with tons of features including streaming and tons of regular free bets for existing customers. Coral connect scheme also allows you to bet online and in store using the same account.
Sign Up: Deposit and bet just £5 at odds of 1/2 or more and get rewarded with a £20 free bet valid for two weeks, that's 400% free!
One of the best bookmakers in the world for horse racing and football in particular. Betfred invented many of the bet types and offers we are familiar with today, an innovative bookie with a great range of regular and reliable promotions and coupons (such as Double Delight / Hattrick Heaven and Goals Galore). Betfred are a big player in the industry so as you should expect the sportsbook is packed with resources and features including streaming and cash out.
Sign Up: - Betfred award new customers 600% as a £30 free bets and £30 in casino bonuses. For terms see our full review. Bet £10 at odds of evens or more to claim.
888 are perhaps more well known as a casino brand but let me tell you they have taken all of the best features from their gaming operation and applied it to their sportsbook. The welcome offer is different to most other giving you free beta and a bonus to try them out. 888 Sport have all the markets and major bits and bobs you would expect from a top betting site including live horse racing and regular loyalty rewards. Promotions are great and different to the normal too.
Sign Up: - Bet £10 (1/2+ within 90 days) get £30 in free bets (2 x £10 unrestricted, 1 x £10 for mobile) along with a £10 casino bonus (30x rollover) all valid 7 days.
With Titanbet variety is the spice of life. When you bet with this bookie you quickly realise two weeks are never the same and this brand certainly doesn't sit still. Titanbet are one of the most innovative betting websites around for coming up with new and exciting great value promotions, many of the biggest bookies copy them so they must be doing the right things. Titanbet also reward loyalty with at least 5 parallel offers.
Sign Up: - First deposit matched from £10-50. Rollover 7x deposit and bonus at odds of 1/2+ in 14 days to withdraw, maximum cash winnings of £500.
ComeOn may not be the most well known betting site yet but they are changing the face of online bookmaking across Europe. The bookmaker pride themselves on having clear terms and rewarding regular betting. The loyalty points scheme is the best in the business for sports giving you points for everything you do on the site that can be traded for cash or bonuses. ComeOn are also one of the only operators whose sign up bonus gives you chance to try both sports and casino.
Sign Up: - Deposit and Bet £10+ (1/2+) and get £10 free (£10 token valid 30 days) as well as a 100% casino deposit bonus up to £25 (35x rollover).
Ladbrokes are the absolute perfect one stop betting site, they literally do everything in the world of bookmaking and gaming so if you want it all at your fingertips get an account here. Being a colossus of the industry the bookie have all the best features including high level streaming, awesome depth of market and great daily promotion and price boosts on top sports. A particularly great bookmaker for horse racing and football punters.
Sign Up: - £50 Matched First Bet, deposit and bet from £5-£50 at odds of 1/2+ and get a 100% matched free token valid for one week.
If bookmakers have personalities then BetVictor is the polite gentleman with the top hat and umbrella. Seriously though BetVictor run a very professional operation, their MO is provide the basics in the best way possible. You won't find the biggest sign up deal here or hundreds of promotions but you will find some of best and most reliable odds in the industry with huge market depth. The promos that BV do run focus on value, such as price promise on footy accas and best odds on football five years running.Sign Up: - Bet £10 (evens+) and BetVictor will give you a 3 x £10 sports free bets, all valid for 7 days, and a £10 casino bonus (40x rollover in 3 days)
Betway are a sleek and stylish bookmaker and you will notice straight away this is a serious bookie for serious punters. Betway have a top loyalty points scheme called Betway Plus as well as lot of regular good value promotions on both major and minor sports. One of the best places to bet if you like to wager on a wide range of sports and events.Sign Up: - Deposit £10-30 and get a matched free bet bonus, bet through the deposit, at odds of 3/4+ (1.75), to get your free bet.
There are no bigger or more experienced bookies than William Hill and over the years they have actually helped shape modern bookmaking. A consequence of William Hill's wisdom is they are provide a no nonsense sportsbook with good odds and offers without the frilly features that few of us really want. All markets have incredible depth and the betting site boasts a streaming service second only to Bet365. This is a perfect all purpose betting website.
Sign Up: - Bet £10 at 1/2 or greater and get three £10 free bets that are valid for a full 30 days, use code C30.
Totesport are a must have betting site for any horse racing fan. The betting site is the modern incarnation of the old Tote and so offers more tote an totepool bet types, jackpots and offers than any other bookmaker. The bookie also has a full range of markets and offers for all sports. The sign up offer is hardly fantastic being a risk free bet but with no minimum odds you could chuck it on an outsider, if it wins great, if not you've still got a free bet to play with.
Sign Up: - £25 Risk Free Bet (Mobile Only) - place your first wager (£1+) at any odds, if it loses get a free bet up to £25 valid for 7 days.
There are certainly better sign up offers available than Unibet's but I promise you there aren't many sites that can boast the market range and features of Unibet. One of Europe's biggest bookies they have tens of millions of customers, massive market depth and stream over 40,000 events each year. Unibet's price boosts are renowned for their great value and with a European focus you ca often find offers on sports here you won't find elsewhere.
Sign Up: - £30 Risk First Bonus, deposit and bet from £10-£30 at odds of 2/5 or more and if the bet loses get your money back as a bonus (3x rollover 2/5+ odds) valid for 60 days.
Boylesports are an Irish betting site and this means they offer one of the best places to bet for horse racing, golf and football in particular. Regular bettors on these sports can guarantee great value regular promotions daily that will add tons of value to your wagers over time. Boylesports are one of the biggest bookie from Ireland and so they have all the features you would expect from a big player, a great addition to any sports betting portfolio.
Sign Up: - Bet £10 get £5 free, then for every 3 bets get a 50% average stake free bet up to £5, claim up to 4x, free bets valid for 7 days, qualifying bet must bet 1/2+.
If you've bet with some of the bigger bookmakers you'll regcognise a lot of the same features and offers available at Winner. This is no bad thing, Winner have decided to cherry pick the best bonuses and promotions from the industry leaders, almost like a betting pick and mix. This means you can claim a massive sign up bonus and also get loyalty rewards, cashback and money back deals, regular free bets and more. A proper bookie for proper punters.
Sign Up: - Deposit matched from £30 up to £200, 8x wagering requirement at odds between evens and 10/1 within 14 days. Half of rollover bets must be multiples (2 or more selections).
If you are looking for a betting site where you can pretty much do anything then Betfair is a great option. They started life as a sports betting exchange and now boast the worlds biggest. The fixed odds sports book was only launched in 2013 but is already one of the largest around, driven by the huge resources of this bookie. New customers can claim up to £100 in free bets when you sign up, there are plenty of rewards for regular bettors on a daily basis to keep you interested too.
Sign Up: - Register, deposit and place 5x £10+ bets on any single markets with odds of 1/2 (1.50) or more (no time limit). For this you get a £20 free bet valid for 30 days. Claim this up to five times.
Jetbull are a great European bookmaker with a full UK licence, British pounds are converted to euros for betting only, there are no fees and rates are highly competitive. With a continental focus this betting site is often one of the best places to go if betting on markets outside of the UK. Great loyalty rewards are available too for regular bettors. Odds are good and anyone who likes a sleek interface will love this site.
Sign Up: - First deposit matched 50% from €10-75. Rollover 20x bonus at odds of evens (2.0)+ 1/2+ in 30 days to withdraw, no max winnings.
NetBet are a great bookie for anyone wanting to move on from the usual big players. This size of the book and market depth is very good and there are some fantastic regular promotions for tennis and football in particular. The brand is older and bigger than you might imagine, going back to 2001 the sportsbook and casino are big in Europe. NetBet like to innovate and became the first licensed UK site to provide Bitcoin payments in 2016.
Sign Up: - First deposit matched 50% from £10 to £100, max bonus £50. Rollover 6x deposit and bonus at odds of 3/5+ (1.6)+ in 60 days to withdraw.
Mobilebet, or Mobilbet as they were originally known, are part of the Co-Gaming group, the same people that run betting site ComeOn. This group is famous for its points loyalty scheme that gives you points for betting and for doing basically anything on site, even logging in. These points can be exchanged for generous prizes in the shop. The site may sound like it is for mobile users and while it is optimal on smaller devices it is perfectly fine on desktop too.
Sign Up: - Place a £10 bet withing 14 days of registering (1/2+) and get a £10 matched free bet valid for 30 days.
How Do Betting Sites Operate Legally?
When online bookmaking became a thing there was, essentially, no specific law in place to deal with them in the UK. There were laws for bookmakers in general, of course, but the internet was a modern day Wild West to begin with, filled with unscrupulous and untrustworthy characters that were out to make a quick buck. As a consequence a decision was make to come up with some very specific laws and regulations that online bookmakers would have to follow if they wanted to offer their business to British customers.
This was done by passing two gambling acts that looked specifically at the world of internet gambling, the first of which was the Gambling Act of 2005. This act ensured that gambling that took place online was open, fair and honest. It added some rules to an otherwise ruleless world, like a sheriff riding into a new town and deciding that recklessness wasn’t for him. It didn’t clarify everything, though, and as the industry developed a decision was made to pass another act that would help to define certain aspects of the online gambling world.
The 2014 Gambling (Licensing and Advertising) Act clarified some of the previously vague things of the industry. The two acts together define how things work for online bookmakers and casinos in the modern era, including the fact that a bookie has to have a licence from the UK Gambling Commission if it hopes to entice UK-based punters to use its services. Licensed companies are then bound by law to ensure that your money is safe and, because it’s an independent organisation, governing parties can’t interfere. If a company doesn’t have a licence then they’re breaking the law and your money is at risk by betting with them.
How Do Online Bookmakers Make Money?
The crucial question that you might want to know is how, exactly, a bookmaker makes their money. The simple answer is that they fiddle the odds by building in margins. That’s not to suggest that they’re doing anything wrong, merely that they balance the odds of a market in a way that means they will always make a profit in the result of any given outcome.
Say you’re betting on flipping of a coin, as an example, the actual odds of it landing heads of tails are evens. It’s going to be one of them, so it’s a 50/50 outcome. Bookies, however, treat as thought it’s a 5/6 outcome when they set their odds, meaning that they get a margin whichever way you bet. If they can guarantee an equal weighting of bets on all possible outcomes then they will always win.
That margin means that a bookie can ensure they are in profit as often as possible, regardless of the outcome. Say a bookmaker takes £100 worth of bets on a coin landing on heads and the same amount of money on it landing on tails. If he paid out at evens then he’d get £200 in and pay £200 back out again (on average), whichever way around the coin landed. By building in, say, a 5% margin the bookie takes in £200 of bets but only pays out £190 in winnings. He’s earned himself £10 profit and doesn’t need to worry about the results.
Obviously in this instance the result was binary, yet in sporting events there are normally several possible outcomes that the bookie has to consider. Still, it gives you an idea.
How Can Bookmakers Afford Sign Up Free Bets?
Building in margins is one thing, but how is that bookmakers can afford to give new customers free bets? After all, there’s no margin in giving people something for nothing!
The simple answer is that bookmakers normally earn a huge profit each year and therefore a few free bets won’t hurt them all that much. The longer answer is that free bets are used to entice new customers onto the site in the hope that that customer will continue betting with the bookie in the future. We already know that bookies have a margin built in to their odds, so it naturally follows that they will win in the long run the more that people bet with them.
Let’s put it another way: not everyone who places a bet with a bookmaker is as wise as you, coming to a site like this to find out about free bets and offers. We all know the odds are in the favour of the bookmaker, even when they’re giving you something for free.
This doesn’t mean however free bets and bonuses are not worth taking, the thing to remember is to only use these offers for bets you would have placed any way, this is the best way to get added value as a customer.
How Do Bookmakers Reward Loyalty?
In exchange for your loyal custom, most bookmakers will offer some sort of reward. This normally takes the form of something like a free bet every week as long as you’ve bet X amount, or perhaps the boosting of odds for certain events.
Some bookies also have rewards programs (such as ComeOn) that see you gain points for everything you do on their site, which you can then swap for presents or free bets or the like.
Bookies know if they look after you you’ll keep betting with them, so it’s in their interest to keep you sweet. The lower overheads in operating a bookmaker online vs the real world also means offers are naturally more generous when you delve into virtual betting.
Responsible Gambling and Complaints
As well as promising to keep your money safe and to operate a transparent way of working, bookmakers also try to ensure that their customers gamble responsibly. This includes the ability to limit how much you can deposit into your account in a given period of time and also the choice to lock yourself out of your account.
If you feel that you’re losing control then make sure you do something about it whilst you still can. Only ever gamble with money that you can afford to lose and seek help if you think you might need it. There is now a choice of independent sources of support and advice, Be Gamble Aware.
If you’re feeling aggrieved at the way that you’ve been treated by a bookmaker then your first port of call is with the company itself. Remember that no company nowadays is just one person sat behind a computer, it’s a multi conglomerate with people working all over the place. Bookies have a responsibility (dictated by their licence) to ensure that disputes are settled as quickly and as fairly as possible.
Sometimes, though, no amount of talking to the company directly will solve your problem. To be honest, this is unlikely to ever happen. If it does, however, it’s important to know there’s somewhere else you can turn. That somewhere is the Independent Betting Adjudication Service, or IBAS. They’ll do what they can to solve your problem. If it’s relevant to your complaint you might also want to turn to either the Advertising Standards Agency or the Gambling Commission, too.
Tax On Betting and Gambling Winnings
In simplistic terms you do not have to pay any tax on either the stakes that you place or any winnings you might receive.
Bookmakers, betting sites, online casinos, bingo sites and even lottery sites, on the other hand, have to pay tax at the point of consumption from wherever they are based on all UK profits (if they are a legal site of course).
In the past many companies based themselves in the likes of Malta or the Isle of Man in order to limit or avoid the amount of tax they have to pay. This changed when the point of consumption tax was introduced, so whether your betting with a bookie based on London or Luxembourg they will still pay tax. Saying that betting with a UK based bookie also means they are contributing to the local economy in ways that foreign based companies are not, through jibs, rents, etc. If you are patriotically minded therefore seek out a British based bookie, Sky Bet are a good example.
In terms of tax the bookies aren’t stupid, though, so even if they do pay some tax they find ways to pass that onto the customer. This might be through an increase in the margins of their odds, for example, but whatever happens they’re unlikely to take on the full amount of tax themselves. There’s nothing you can do about it, but it’s always worth knowing and bearing in mind. At least you know that whatever you win you can keep and not worry about further tax.
Should you have a large win it is worth informing the revenue service. You can declare these as gambling winnings, there is no penalty and it ensures you are safe in the future if anyone wanted to investigate where the cash came from.
Why Trust Our Recommended Bookmakers?
We only recommend bookies that we’ve used ourselves on a regular basis and that are licensed to operate in the UK. If you bet with one of the bookmakers that’s on this page then we can’t guarantee that you’ll win your bets, but we can promise that your money will be as safe as possible.