Online Bookmakers / Bookies

recommendedOn 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 you must be of 18 years or older to gamble.  Terms and conditions will apply so please make sure you read these before joining or claiming any offer.

Looking For Betting Offers?

betting offers man with cash

There are hundred of pounds worth of new customer offers up for grabs at the bookies with new brands popping up all the time. You can find a full list of these kinds of bonuses for both sports and casino on the pages below.

888 Sport

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.

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.

On balance this is the best overall betting company if you like to explore a wide range of sports markets and want the very best gaming options available too.

T&C's Apply. New Customers Only. 18+.

Bet365 are hard to beat in nearly all aspects, in my opinion. They have, for me, the best suite of long term promotions for regular customer along with one of the biggest sportbooks. I particularly enjoy betting live in play with them, especially when they have sports live streamed.

The vast range of markets means I am never scratching around for something to punt on and I've always found their odds to be some of the most competitive available. My number one overall bookie who I choose to bet most with.

If you only ever bet with one online bookmaker make sure it is Bet365.

T&C's Apply. New Customers Only. 18+.

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 get hundreds of promotions each week with Victor 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.

BetVictor have customer retention that only Bet365 can compete with, that tells you a lot about their product.

T&C's Apply. New Customers Only. 18+.
William Hill

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.

In terms of offers for existing customers this is where the vast resources of William Hill truly shine through. Not always best for basic odds but certain to add value through their regular promotions.

T&C's Apply. New Customers Only. 18+.

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.

T&C's Apply. New Customers Only. 18+.

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 football leagues than any other bookie and being one of the best places for accumulator betting offers this makes 10Bet an awesome football bookmaker.

Regular offers are outstanding with a mix of reliable long terms existing customer promotions alongside event specific free bets and insurance. Consistent bettors will find a lot of value here.

T&C's Apply. New Customers Only. 18+.

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. They cover more markets beyond the usual traditional sports than any other betting site, especially newer niches such as virtuals and eSports.

Probably the most improved betting site of the last ten years.

T&C's Apply. New Customers Only. 18+.

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 can often find offers on sports here you won't find elsewhere.

Very honest and open company with high user retention rates, tell you all you need to know about the quality of the brand

T&C's Apply. New Customers Only. 18+.

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.

Never the best for introductory promotions but certainly one of the best for all customer offers, demonstrated in through their high retention.

T&C's Apply. New Customers Only. 18+.

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.

Famed for having some of the lowest margins and therefore best value odds this is a betting site you should at least hold an account with as you will often find better prices with them.

Anyone serious about online betting will be sure to get a Betfair account at some point.

T&C's Apply. New Customers Only. 18+.

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.

An online only bookie with a very modern website particularly good for football betting.

T&C's Apply. New Customers Only. 18+.

Much more than the one trick pony the name might suggest, RaceBets may only offer one thing but they offer it better than anybody else in the industry.

If you bet on the horses there really is nowhere better for range and depth. RaceBets cover meetings from 40 different countries with great live streaming capabilities to boot.

We have never seen the level of detail that has gone into the statistical data and analysis on this website, and if you like make the most of promotions and joining in with regular betting offers and features then RaceBets should be your next port of call.

T&C's Apply. New Customers Only. 18+.
Paddy Power

Paddy Power have probably hit the headlines for upsetting people more than all other bookmakers combined, but everything they do is in fun and plenty of punters would say that their sense of humour is the very reason they are so popular.

It's not just that, though, Paddy Power are well known for their range of novelty and special bets which are always entertaining, as well as the promotions and features they like to provide for their customers. What's more, their live streaming service is one of the best in the business.

They aren't the best dressed bookie on the internet, but there is so much on offer here that you may well not notice.

T&C's Apply. New Customers Only. 18+.

MansionBet is the sports arm of a very well established and respected online casino, Mansion, that goes back to the early days of remote gaming. They have achieved a reputation in the games world for being an honest, rewarding site with good limits and strong options and features. This is something they have carried through to sports.

The sports platform runs on SBtech, the best third-party platform available. This means great odds, market depth along with a fast and easy to use interface on all devices. This is a brilliant new site to try out if you want to experience a different brand with better gaming, but you don't want to sacrifice the depth and features you get with bigger bookmakers.

T&C's Apply. New Customers Only. 18+.

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.

If you like minimalist design don't join Ladbrokes, if however you want a completely stocked bookie for life then this is one of the best options there is.

T&C's Apply. New Customers Only. 18+.

Coral are quite literally the best all round betting site for the average punter. They have some the highest value deals going for both new and existing punters that doesn't require a large outlays to use. This is a perfect site for typical low stakes punters who like to bet £10's not £100's.

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.

There is not much the Coral don't do, if you are looking to find just one bookmaker to bet with forever then you seriously can't go far wrong with Coral.

T&C's Apply. New Customers Only. 18+.

If you are from the UK you will likely have heard little about the brand STS, however, if you are Polish you will know the name very well indeed, in Poland STS are the biggest bookmaker with around half the market share. The reason you may not have heard of them in the UK is that they only added a UK license recently.

STS therefore presents a rare prospect for punters as it is a completely new site for this market yet it is a big established company with over 50 major markets, huge in-play and all the bells and whistles you would expect from a leading site. It is worth noting they do not yet provide horse racing though.

The site runs on the BetConstruct platform and the company that run the site, STS.Bet Limited, are owned by Vivaro Ltd, the same group that run Vbet. Vbet is the premier BetConstruct brand and there is the link. The platform is one of the best around and not as common as platforms such as SB Tech, meaning STS doesn't look like a clone of everyone else.

T&C's Apply. New Customers Only. 18+.

As one of the new breed in the online betting industry Bethard are certainly making waves. The service they offer is solid for a start, but the fact they have managed to attract one of the most famous football players of the last decade as an ambassador, Zlatan Ibrahimovic of Barcelona, PSG, and Man Utd fame, tells its own story.

Bethard have joined forces with SBTech to create a user friendly and stylish site that is absolutely rammed with football fixtures alongside 30 other sports, with cash out available on their superb live betting interface and odds that hold their own.

This is a site aimed at the modern bettor with plenty to offer mobile users and a leaning towards the UK market, and they are also a betting company making progress at pace. They have already built up their product to rival others twice their age, so the next few years will be very telling indeed for Bethard and their customers.

T&C's Apply. New Customers Only. 18+.
Sport Nation

This vibrant and exciting relative newcomer to the online sports betting scene certainly makes an impact by thinking outside of the box and providing betting features that other bookies have never even considered. Ever been sent exclusive offers via Whatsapp? You will here.

They have all of the basics in order too; plenty of interesting markets and betting lines, a great platform and interface by SBTech who are one of the best for live betting, fair terms, and a decent enough customer support service.

They might have had a bit of a shaky start when they launched in 2016 under a different name, but since the re-brand in 2017 they have hit the ground running and then some - it's rare to see a bookmaker this young with so much depth.

You won't be short on offers and promo's either, not that their odds need much help in the first place, and the casino that runs alongside the sportsbook would satisfy even the choosiest of casino players.

T&C's Apply. New Customers Only. 18+.

Quite a character of the bookmaking industry is our Tonybet, with a fascinating man at its helm initially and some intriguing markets to explore that aren't often available at your standard online bookie.

This is a great choice for bettors who love to game just as much as they love sport because the casino and poker arms of the business are given just as much attention as the sportsbook, and if you like to see a lot of different betting lines per event we challenge you to find somewhere significantly better.

Tonybet is gunning hard for the UK market despite having a more European pedigree, and that makes them a canny choice for the bettor with a curious bent.

T&C's Apply. New Customers Only. 18+.

Mr.Play have been around a while as a casino but recently launched a new sportsbook. The site is out-of-the-box ready given it is SB Tech powered, which means it offers customers around 10,000 pre-match markets a month and more in-play. The site also provides horse racing markets, which is now rare with new sports products.

Part of the Aspire Global network Mr.Play is a well backed brand, which is evident from the 24/7 customer support, over a dozen banking options along with good limits and features such as cash out. The casino side is also better than most other bookies, given this is where they've made their name, with games from over 20 studios.

This may be a new betting brand but you wouldn't notice any difference vs the bigger traditional sites.

T&C's Apply. New Customers Only. 18+.

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.

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.