Best Betting Sites UK: Top New Online Sports Bookmakers 2023

If you are looking for 2023’s best betting sites UK players can access, we will run through the very best bookmakers on the market. You will find out what makes a great bookmaker, how they compare and what to watch before opening an account.

Our Verdict: What’s the Best Betting Site in 2023? Our betting experts chose BetMGM as the best overall betting site because of its generous and fair welcome offer, huge selection of sports markets, regular promotions for existing players and competitive odds.

We look closer at this week’s (beginning 27th November 2023) betting options on the top betting sites. 

This Week’s Betting Options on Betting Sites

It’s a great week to be a football fan with top-class Premier League and group-stage Champions League matchups throughout the week. Check out our recommendations for this week’s best sporting events and betting options to match.

• Football: Premier League (Saturday & Sunday) – Plenty of action in the Premier League for the second week running. We’ve got Arsenal vs. Wolves, Nott’m Forest vs. Everton and Newcastle vs. Man Utd. But it’s Man City vs.Tottenham, on Sunday at 4:30 PM UK time), that’s our one to watch. 
• Horse Racing: Fairyhouse (Sunday) – A four-race event at Fairyhouse this Sunday makes for a wonderful weekend viewing. Things get underway at 1:25 with the Bar One Racing Royal Bond Novice Hurdle and come to a close at 3:10 with the Bar One Racing “Paying Extra Places Daily” Handicap Hurdle. 
• Football: Champions League (Tuesday & Wednesday) – Football fans are spoiled for choice this week with both Champions and Premier League action unfolding. It’s match 5 of 6 in the group stages with Milan vs. Dortmund, PSG vs. Newcastle, Barcelona vs. Porto and Real Madrid vs. Napoli among the best of the lineup.

The Best Online Sports Betting Sites 2023 – Top 10

There are some great online bookmakers with excellent betting offers available for players to enjoy right now, and with them all competing to try and claim business, the service on offer just keeps getting better. Here’s a quick list of the top 10 betting sites;

• BetMGM – Best overall betting site
• SBK – Best betting app
• BetUK – Best for customer service
• Bet365 – Best betting site for horse racing
• Spreadex – Best betting site for cricket
• Skybet – Best betting site for price boosts
• Betway – Best horse racing products
• Unibet – Best live in-play betting platform
• Betfair – Best betting site for football
• Betfred – Best football betting promotions

BetMGM

The MGM brand is synonymous with betting, from their Las Vegas casinos to adding an online UK sportsbook to their portfolio. BetMGM has boosted its UK presence further by sponsoring horse racing. There are fantastic competitive odds throughout the sportsbook and a vast range of sports available. Promotions include profit boosts and free bets, all on an incredibly well-designed site. 

BetMGM Details

Pros

• Competitive sports odds
• Profit boost promotions
• Live-streaming

Cons

• Only three payment options

What the betting experts say: “I expect a quality platform from such a big name as MGM, and that’s exactly what I get. The site looks terrific, and the sportsbook is easy to get around – it’s packed with features like bet builders and in-play betting, while the overall picture of the BetMGM promotions is superb” Andrew Francis – Betting Expert

SBK

SBK has shot to prominence in the last year, having sponsored some of Ascot’s biggest race days. They have gained a unique place within the bookmaking industry as a company with whom you are only able to bet via their app. This ensures an up-to-date and contemporary service like no other. SBK has brought betting into the 2020s like no other company, with all sports easy to navigate to with just a few movements of your thumbs. SBK is only growing all the time and is quick to offer up great deals to their loyal customers as well.

SBK Details

Pros

• Completely unique in what they do
• App is very easy to use and navigate
• Modern gambling controls mean you can bet how you want

Cons

• No options to bet other than on the app

What the betting experts say: “A unique approach to a sportsbook as SBK is only available on an app. But what an app it is, knocking others out of the park. It is superb for live in-play betting, and the social aspect of seeing what other punters are tipping is a real gem of a feature.” Scott McGlynn – Betting Expert

Bet UK

Founded as recently as 2012, Bet UK is one of the fastest-growing bookmakers currently in operation, with the site home to some of the most competitive sports betting markets available, as well as a state-of-the-art online casino for users to explore. Sponsors of Swansea City in 2018/19 and in 2022 becoming Manchester City’s Football Club’s Official Betting Partner, their presence in the UK sports scene is becoming more and more common and is helping to grow the brand into one of the biggest online betting companies. As this expansion continues, expect to see even more of Bet UK in the years to come.

BetUK Details

Pros

• Excellent Sportsbook covering a range of sports both in the UK and overseas
• Free live streaming available on horse racing
• Existing customer promotions include Sunday Deposit Match and Bet UK Acca Club

Cons

• Poor website configuration in places

What the betting experts say: “I enjoy the BetUK sportsbook as it is a straightforward platform with a well-designed site, plus their app is speedy. It’s nice sometimes to get into the markets quickly without distractions, and that is what BetUK gives me – good, distraction-free wagering with solid odds.” Tom Aldridge – Betting Expert

bet365

Many people will know of bet365 – they are a big name in the industry, with an excellent reputation amongst players. Founded in 2000, they are a British-based bookmaker with a vast online presence and one of the world’s biggest sportsbooks. Horse racing markets are excellent – they are known for offering very competitive odds and have several offers, including enhanced EW betting, for horse racing fans to enjoy. With solid odds and great, regular offers to use, if you want a great deal, this is a site where you will find it. 

bet365 also offers live streaming of major sporting events like football, tennis tournaments, and UK and Irish horse racing.

bet365 Details

Pros

• Claim very competitive odds on this site
• Excellent horse racing offers enhanced EW, free bets for Cheltenham festival, and more
• One of the biggest sportsbooks on the planet, offering many events that others don’t

Cons

• Known for making lots of price changes to their betting markets

What the betting experts say: “Live streaming of domestic and international racing is a great boost to the Bet365 racing services. In-play football markets are extensive, too, with easy-to-read in-game stats to help out. Because of their competitive odds, massive sports coverage and promos, Bet365 is easily one of my main go-to bookies.” Andrew Francis – Betting Expert

Spreadex

Spreadex is one of the leading spread betting brands in the UK, but it also provides an excellent sportsbook offering. If you’re new to the spread betting world, Spreadex is an ideal starting point with excellent training guides and account management tools. Their coverage and odds are excellent, with daily price boosts on football and horse racing. In addition, a highly-rated Spreadex app allows you to enjoy all the betting action on the move.

Spreadex Details

Pros 

• Fantastic mobile app
• Helpful guides and tools
• Generous sign-up offer
• Excellent customer service

Cons

• Limited payment methods

What the betting experts say: “The spread betting aspect is the big angle that gives SpreadEx something different. But they offer much more than that. The standard fixed-odds sportsbook is comprehensive and superb for handicap betting and totals variations.” Tom Aldridge – Betting Expert

Skybet

Skybet has grown to become a vast sports betting brand and is a UK-based company founded online in 2001. They offer mobile and internet betting and have grown to become one of the leading players in this part of the market. Skybet put a lot of money into horse racing sponsorship, and as part of that, they have an incredible number of horse racing specials, from cashback offers to enhanced special bets, price boosts, additional each-way places, and much more. This is a natural standout area for them, while their mobile service is also a highlight, offering quick and easy bet placement.

Sky Bet Details

Pros

• Huge range of horse racing promotions and offers
• Great mobile app for betting on the go
• A big gambling platform with sports as the primary focus 

Cons

• The odds on offer are average

What the betting experts say: “I know where to go when I want quality odds across my football picks. That’s Sky Bet. With price boosts and their user-friendly football bet builder, their overall football coverage is nearly faultless. The Sky Bet social betting aspect and pundit insights add to this extremely reliable, trusted platform.” Tom Aldridge – Betting Expert

Betway

Betway has worked its way to the top of the betting tree since being founded in 2006. They offer inclusive and interactive markets across all manner of sports, with horse racing a priority for customers. Right now, Betway is offering new customers a matched bet up to £10, as well as offering a variety of other specials for joining with them, including extra each-way terms, best odds guaranteed, and free bets for some of the biggest sporting events which occur throughout the year like the Cheltenham festival.

Betway Details

Pros

• Bettor-friendly interface
• Regular blogs from racing contributors
• Interactive online casino experience

Cons

• Regular offers, but perhaps not as strong as competitors

What the betting experts say: “Somehow, it feels like Betway is one of the best-kept secrets of online betting. They are a major name, but I don’t often hear much mention of them. The bookmaker margins are good across football and horse racing, and there’s a comprehensive bet variety both pre-match and in-play, plus a free bet club and streaming.” Matthew Sutcliffe – Horse Racing Writer & Punter

Unibet

Unibet is another dominant name in the online betting scene. They offer superb coverage across various sports, with a variety of betting markets. In addition, they have a dedicated horse racing section that provides live streaming, ongoing promotions, and personalised daily odds boosts. The Unibet app offers all the same features as the desktop site, allowing UK players to access their account while on the go.

Unibet Details

Pros 

• Superb horse racing coverage
• Competitive betting odds
• Strong live-streaming
• Highly-rated betting app

Cons

• Limited payment methods

What the betting experts say: “As a punter, I want to know when I get the best value on my odds. I get that at Unibet, who continually performs well in odds comparisons against other bookies. Their sprinkling of promotions like Money Back specials on racing, plus streaming and high-quality in-play service, round out the picture nicely.” Matthew Sutcliffe – Horse Racing Writer & Punter

Betfair

Initially starting life as a betting exchange for customers to bet against each other back in 1999, Betfair has grown and expanded to offer its sportsbook to players. With one Betfair account, you can play the exchanges and place bets on the sportsbook, which is a big positive for many. When it comes to horses, the Betfair sportsbook offers a robust platform, with the sheer number of events covered globally being positive. Look out for money back offers too, they often have a couple of horse racing promotions running for players. As for the overall sportsbook, this is a global service, with so much choice on offer that every different type of player will be left very happy. Definitely one of the best betting sites in UK.

Betfair Details

Pros

• Regular promotions for existing customers across horse racing and other sports
• Global sportsbook, with coverage in many countries around the world
• Bet on the sportsbook and exchange with one account

Cons

• Navigation of the site is a little complex

What Our Betting Experts Say: “Betfair gives me everything that I want from a betting platform. Sometimes, I want a quick, simple fixed odds selection on the weekend’s football; other times, I want to dig deeper into creating some in-play hedging opportunities on the exchange. The Betfair exchange is pretty hard to beat for odds value” Andrew Francis – Betting Expert

Betfred

Betfred are one of the more recognisable names in the betting industry and are regularly among the most generous bookmakers regarding their customers. Their advertising revolves around their quirky name, with Fred offering out plenty for punters to get involved in. Markets for all sports are wide-ranging and interactive, while for the time being, new customers can get an outstanding £40 in bet bonuses when they place their first bet of £10, which is one of, if not the, most generous new customer offers out there.

Betfred Details

Pros

• Superb current new customer offer
• Website interface is very user-friendly
• Consistently engage with customers

Cons

• Racing not necessarily a priority

What the betting experts say: “The personal touch from independent bookie Betfred feels fantastic. There are so many high-quality promotions available to boost my racing betting, like Free Bet if 2nd and extra place offerings. Plus, they have the Totepool. For long-standing sports promos, they pack a punch, and their competitive odds never fail to impress me.” Daniel Corbally – Sports Betting Writer

All The Other Sports Betting Sites Ranked

BetGoodwin

BetGoodwin originally started off as a retail unit more than 25 years ago, and has only recently moved onto an online sportsbook in 2021. Their app is easy to use (as is the website), and covers multiple sports, although one of their main sports is Horse Racing. you will find full UK & Irish coverage and excellent international racing. Best of all, BetGoodwin has some fantastic promotions for existing customers, including getting a free bet if your selection is beaten by a nose, and a free bet if your horse falls at the last.

BetGoodwin Details

Pros

• Horse Racing one of their main sports
• Plenty of markets available for main sports (Horse Racing, Football etc)
• Fast at paying out winnings
• Easy to use mobile app

Cons

• No Free Bet’s included in welcome offer (although their welcome offer is good for betting on the first day of opening the account)

What the betting experts say: “One of the reasons I keep going back to the Betgoodwin racing platform is the value that their long-standing promotions like Beaten By Under Half A Length and Falling At The Last give me. That, on top of their good market odds, seals the deal for me. They seem to understand what having a competitive edge means.” Tom Dutton – Sports Betting Editor

Paddy Power

Irish bookmaker Paddy Power has shot to fame to become one of the most prominent online players since its launch in 1988. They have leapt to the top of the market thanks to some outrageous advertising campaigns, as well as some great specials and enhanced markets. They offer a powerful horse racing section on their site, with a wide range of ante-post markets, as well as daily racing for players to enjoy. The excellent promotions cover the entire site, and Paddy’s Rewards Club gives punters a shot at weekly rewards, so whatever sport you bet on, you are likely to be able to find a deal to enhance your bets. 

Paddy Power Details

Pros

• Great promotions and offers for existing customers across many sports
• Fantastic ante-post coverage of the significant horse racing events
• Huge sportsbook covering a wide range of sports
• Plenty of features like Beat The Drop, Wonder Wheel

Cons

• Regular odds are no better than average
• Not as many promotions as there used to be

What the betting experts say: “Paddy Power still manages to bring a quality experience to the table after all these years. I never encounter any issue with their odds, as I know they are competitive. They don’t roll out the volume of promotions they used to, but there’s still plenty to enjoy. I jumped on board a long time ago and am still going strong with them.” Tom Aldridge – Betting Expert

Ladbrokes

Ladbrokes have been part of the UK betting industry since they were founded in 1902, and during that time, they have been a mainstay on high streets up and down the country. When online gambling began to take over, they added this to their service and used their overall gambling experience to create a fantastic online platform. Being a traditional bookmaker, there is a lot of focus on horse racing, with excellent odds, great ante-post markets, and daily specials such as distance bets and winning favourites. Elsewhere around the sportsbook, coverage of big sports such as football, tennis, and golf, is some of the best on the market. 

Ladbrokes Details

Pros

• Strong focus on ante-post betting markets
• Very competitive odds across the entire site
• Daily horse racing specials such as distance bets and winning favourites

Cons

• Only a small number of promotions and bonuses are available

What Our Betting Experts Say: “Ladbrokes gives me that great blend of a no-nonsense betting platform and access to great features. It’s a top site for racing, including in-race betting and live streaming. Their new Fanzone addition for football adds a great extra dimension of bonuses as well.” Daniel Corbally – Sports Betting Writer

Coral

Since founded in 1926, Coral has strongly served the betting industry. A lot has changed since then, and they are now part of the Entain Group, one of the biggest betting and gaming groups in the world. With a significant presence on the UK high street and around horse racing tracks in the UK, they have a considerable history with horse racing and continue to cover the sport as completely as possible. There are good horse racing promotions available to claim with Coral, which is great to see online. On top of that, the odds here are solid, and the mobile betting service they have on offer is also very appealing and simple, and easy to use. 

Coral Details

Pros

• Claim the many horse racing promotions that are available on site
• Very competitive odds, some of the best on the market
• An excellent mobile betting platform

Cons

• Website navigation is a little complex for beginners 

What the betting experts say: “What doesn’t Coral give me? They have the trading power for great odds, and they regularly add on strong odds boosts and other bet specials. I also find their racing products hard to beat, including insights, Tote and Bets Odds Guaranteed. For me, they are the thoroughbred of racing betting” Jake Russell – Horse Racing Writer and Punter

Tote

A very traditional name in horse racing, due to the tote pools run on course, enabling punters to bet into pools rather than with fixed odds. This alternative to fixed odds is now available online, and although the company has changed, it was initially founded back in 1928 and has been a part of racing since then. With bet types you won’t find elsewhere, the ability to bet into pools rather than with fixed odds and some great promotions, this site can certainly offer that if you like horse racing betting with a difference. 

Tote Details

Pros

• A big name in the world of horse racing
• Unique betting pools, rather than fixed-odds betting
• Excellent horse racing promotions are available

Cons

• Horse racing and football are the only two sports covered on the site

What the betting experts say: “For me, there’s no better racing experience than diving into the Tote products like Scoop 6 and Placepots. The Tote Guarantee pays at least the SP on win bets or the dividend if it’s bigger, which brings me so much value. I love that they’ve adapted Tote products for football products as well. A top site with a top app.” Matthew Sutcliffe – Horse Racing Expert and Punter

BoyleSports

BoyleSports is Ireland’s largest independent bookmaker and is a highly trusted operator and major sponsor of racing. From their brick-and-mortar beginnings in the early 1980s, BoyleSports has built a tremendous online reputation for competitive odds and market variety. They have a top-rated mobile betting app, fantastic customer service and an excellent welcome bonus.

BoyleSports Details

Pros

• Racing includes Racing Post insights
• Great live in-play betting
• The mobile app is user-friendly

Cons

• Main site navigation is not as user-friendly as their app

What the betting experts say: “All the features you expect to see at an online betting site, from boosts, insurance bets, money back offers, live racing, and bet builders, are at Boylesports. I can’t enthuse enough how much I enjoy their app for the speed and variety of live betting. It will take a lot to pry me away from it on to another platform,” Jake Russell – Horse Racing Writer and Punter

Matchbook

Matchbook is a betting exchange but it’s a warm website that would give you the impression you were on a regular sportsbook site. Rather than bet directly with Matchbook, players back and lay against fellow users and therefore have a greater say in the odds that they are prepared to take on a certain market. With lower commission than some other exchange services and decent liquidity in their betting markets, it is no surprise that Matchbook is becoming more and more popular with not only seasoned gamblers but also newcomers to the industry.

Matchbook Details

Pros

• Competitive betting exchange with plenty of liquidity in the markets
• Easy website to navigate and the app is also well designed
• Strong online casino which includes a live play option

Cons

• Quite limited offering of sports betting markets

What the betting experts say: “Having used betting exchanges for several years, what draws me to Matchbook is that it has a simpler, less complicated feel than others. The Matchbook Zero section for horse racing and football is stunning, a feature where odds have zero bookmaker margin, and there’s zero commission.” Scott McGlynn – Betting Expert

Kwiff

Since bursting onto the scene in 2015, Kwiff have had quite an impact on the online betting scene, specifically due to their ‘Kwiffed’ feature. This sees the odds of your bet being super-boosted randomly and can see you land some fantastic profit. Aside from this, Kwiff also has a loyalty club that sees players receive cash back into their account weekly. If you’re a fan of live betting, then Kwiff are also worth checking out, with a fantastic offering of in-play betting.

Kwiff Details

Pros 

• Boosted odds
• Excellent Loyalty Club
• Strong customer service
• Superb live betting coverage

Cons

• No eSports coverage

What the betting experts say: “Supercharged cash-out? Getting Kwiffed? I’m all for potentially receiving a random win boost on a bet. They already have some good odds anyway, and the additional feature adds an exciting dynamic to regular sports betting.” Scott McGlynn – Betting Expert

LiveScore Bet

LiveScore Bet has been running since 2020, and they have an extensive sportsbook that ranges from football, cricket, and horse racing to esports and volleyball. Extensive in-play sports betting and features like their free game Squads and live-streaming build out the experience. An intuitive layout makes the bet slip prominent for quickly building accas and multis.

LiveScore Bet Details

Pros

• Stylish mobile app and online website which are both easy to navigate
• Excellent existing customer promotions including free accas and free online games
• Live streaming available on both horse racing and football markets
• Good free bet weekly bonuses

Cons

• Football orientated compared with other sites
• Basic website design

What the betting experts say: “The LiveScore Bet Price Boost section is one of the first places I go to see if I can grab an enhancement on something without browsing the markets. The number of Popular Bet Builders available to browse through for a single match is a great touch, too.” Andrew Francis – Betting Expert

Quinnbet

Quinnbet are making waves in the online betting industry, and new customers can get involved with a fantastic welcome bonus. The sports coverage at QuinnBet is in-depth, with a superb range of markets and competitive betting odds. Their desktop site, mobile site and betting app are well-designed, offering an excellent user experience. And if you’re a live betting fan, QuinneBet offers one of the best live betting sections we’ve seen. Throw into the mix top-class customer service and robust security measures, and QuinnBet are well worth adding to your list of betting sites.

Quinnbet Details

Pros 

• Vast sports coverage
• Strong ongoing promotions
• Competitive odds
• Generous sign-up offer

Cons

• Low betting limits compared to rivals

What the betting experts say: “Quinnbet is a good fundamental platform for anyone new to online sports betting. It’s effortless to use, and many of their promotions are geared towards horse racing, including free bets and extra places. It’s a quick sign-up to get started, and there are some good insurance betting opportunities for football.” Andrew Francis – Betting Expert

William Hill

A traditional UK bookmaker on the high street taking bets for many years, William Hill is a big name in UK sports betting, notably horse racing. Founded in 1934, this company was there at the beginning and now uses all of that experience to power their online service and still has shops in the UK. When it comes to horse racing, you will find great offers here, as well as price boosts you can add to your bets, increasing the odds you take. As you would expect from such a big name, the size of this sportsbook is impressive too, with many sports covered and events that some other bookmakers do not offer. 

Pros

• A traditional sportsbook with significant ties to the horse racing industry
• Use price boosts to enhance the odds when you want
• Comprehensive ranging options for betting, with many events and sports covered globally

Cons

• The website is a little tough to navigate for new players

What the betting experts say: “I’ve been using Hills for years as it’s a brand I trust for secure payments, withdrawals and quality odds. Their racing products like Lengthen Your Odds and coverage of major meetings like the Cheltenham Festival and Royal Ascot leave me no doubt about where my first stop for horse racing betting is.” Jake Russell – Horse Racing Writer and Punter

The Pools

The Pools is part of UK culture, and although the offering from the company has changed, it’s still a well-renowned and liked brand. They now provide an excellent sportsbook offering, covering many sports with a wide range of betting markets. Football and horse racing are particularly strong points at The Pools, with competitive odds and significant daily price boosts on UK horse racing. There is a generous welcome bonus for new players, while ongoing offers are also strong, including cashback on losses. 

The Pools Details

Pros 

• Generous welcome offer
• Competitive odds
• Excellent ongoing offers
• Daily horse racing price boosts

Cons

• No live streaming

What the betting experts say: “The Pools takes me back to the days of paper coupons. It’s hard to find unique online betting, but The Pools delivers in that area. Products like Premier 6, Goal Rush, and Classic Pools are all easy to play and offer a great alternative dynamic to regular wagering.” Tom Aldridge – Betting Expert

NetBet

NetBet may not be well known in the UK, but they have been in business for many years and brings an excellent offering to the online betting market. The betting market variety at NetBet is massive, far outweighing the selection at other sites, all packaged up in a website that offers a top-quality user experience. They also provide a wide-ranging selection of payment methods, including e-wallets like PayPal and Skrill. There is, of course, a new customer welcome bonus, but they also provide fantastic ongoing offers for all punters to enjoy.

NetBet Details

Pros 

• Massive betting market variety
• Excellent user-friendly website
• Extensive range of payment methods
• Fantastic bonuses and offers

Cons

• No live streaming

What the betting experts say: “There are great little features around the NetBet sportsbook that I enjoy, like the Snap Bets in-play or great win boosts. Pre-match bet variety in the Premier League is also superb, and I often found myself drawn to their range of combo bets, plus Timeform is now included in their racing.” Tom Aldridge – Betting Expert

Mr Play

Mr Play has burst onto the UK betting scene in recent years and is quickly developing a reputation as one of the most versatile bookmakers around. Those unfamiliar with Mr Play can expect a site jam-packed with sports betting options from around the world, as well as the casino, live casino and scratch card services that provide their players with a huge amount of fun. A whole host of daily promotions and bonuses also help to make Mr Play one of the fastest growing operators in the market, one truly catered for every kind of gambler.

Mr Play Details

Pros

• Betting options available on a range of global sports
• Strong casino, live casino and scratch card services
• Good promotions available for both sports and casino players

Cons

•  Lack of a loyalty scheme or bonus for existing customers

What the betting experts say: “Don’t let the famous fun betting moustache of Mr Play fool you – this is a serious betting platform. One of the reasons I like it so much is that I can do so much right from the home screen because I can change what markets are shown on the entire coupon. It is brilliant for building accas.” Daniel Corbally – Sports Betting Writer

10Bet

10Bet has become a well-established online betting site in the UK. They give punters a high turnover of unique sports betting promotions. From the number of sports covered to the market variety for individual events, 10bet has a fast, easy betting platform built ‘for the punter’. Live horse racing streams are also included.

10Bet Details

Pros

• Fast Withdrawals via Bank Transfer where available
• Live horse racing streams
• Many existing customer offers

Cons

• Many promotions require high wagering minimums,

What the betting experts say: “The 10Bet website is clean and simple. There are no flashy gimmicks, just a solid betting platform with decent margins. The in-play graphics on their app are sharp, and Fast Bank Transfer Withdrawals are available too.” Daniel Corbally – Sports Betting Writer

Midnite

Dribble Media Limited operates Midnite and is a fully licenced and regulated site in the UK, offering debit cards and some e-wallet deposit options. Horse racing has been a newer addition to their sportsbook from the domestic and international scenes. That gives them some further weight, and their coverage of esports is arguably among the best around.

Midnite Details

Pros

• Easy to navigate sportsbook
• Impressive esports betting coverage
• Good range of sports

Cons

• Horse racing is not extensive

What the betting experts say: “The different market options for a single horse race are a nice feature of the Midnite experience. Along with the Race Winner, I can select from a Top 2, Top 3 or Top 4 Finish, depending on the number of runners. It’s a solid, user-friendly experience on a site that functions well” Jake Russell – Horse Racing Writer and Punter

StarSports

Formerly known as Star Racing, Star Sports incorporated other independent bookmakers to become the entity they are today. They are based in the UK and brand themselves as a luxury bookmaker. They provide a telephone betting service for horse racing betting. Many sports are listed in the sportsbook, and a wide range of promotions supports it very well.

StarSports Details

Pros

• 20+ sports listed
• Racing streams available
• The site design is very appealing

Cons

• Streaming is limited to horse racing

What the betting experts say: “The comfort of having Best Odds Guaranteed on all UK and Irish racing is a big selling point of Star Sports for me, as is their live racing streaming service. For an independent bookmaker like this, the great range of promotions for existing customers is pretty eye-catching.” Andrew Francis – Betting Expert

Rhinobet

With a streamlined, user-friendly sportsbook, Rhinobet is establishing itself well. The wide-reaching Playbook Gaming Limited operates them and covers UK and Irish punters. There’s good horse racing and greyhounds, plus offers for existing customers like Build-A-Bet offers, and they have a mobile app available too.

Rhinobet Details

Pros

• Good in-play betting options
• Simple to use platform
• International and domestic horse racing

Cons

• There is no dedicated promotions section

What the betting experts say: “If I’m just looking to make a quick bet and I already know what selection I’m looking for, then jumping on the Rhinobet app serves me well. It’s a quick sportsbook that’s super simple to use, and they often have some good futures markets priced up” Tom Aldridge – Betting Expert

BritainBet

Britain Bet were founded in 2020, and ProgressPlay Limited operates them, so they have some decent clout behind them. New customers can kick off their experience with a free bet welcome bonus and enjoy a rewards programme. It’s a site that punters will have no trouble getting to grips with, while more experienced punters may enjoy the market variety and customisation of their live in-play platform.

BritainBet Details

Pros

• Good football betting coverage
• Live in-play betting is available
• Rewards programme

Cons

• Navigation and site design could be better

What the betting experts say: “Cash Out is always a feature that I look out for, and the feature is widespread across the BritainBet live betting markets. For me, the live in-play area is really where the BritainBet operation shines as it offers so much variety in areas like handicaps and totals” Tom Aldridge – Betting Expert

888sport

888Sport is part of the major 888 network and offers a high-quality experience for punters. They are a highly reputable, strong brand, and their sportsbook provides great features like live sports streaming and prediction games. They also offer an excellent welcome bonus of free bets for new customers and provide a massive range of markets.

888sport details

888sport details

Pros

• Huge sportsbook and bet variety
• Great sports betting promotions
• Impressive racing coverage and products

Cons

• The site design is cluttered

What the betting experts say: “888Sport delivers a brilliant in-play football betting platform stacked with stats, bet boosts, Rapid Markets and Cash Outs. There’s a fantastic £5 free bet to pick up each week through their Acca club, and their 4/1+ Winner sports promo is one of the best out there.” Scott McGlynn – Betting Expert

Grosvenor

Grosvenor has both land-based casinos and online operations and is one of the most famous names for gambling in the UK. Their sportsbook is another excellent addition to their services, with all the top sports covered. There are great features like cashback and money-back specials on the great-looking site. While new customers can claim a welcome bonus, there’s also a weekly Grosvenor Sport Club where a free bet can be claimed.

Grosvenor Details

Pros

• Weekly free bet club
• Top range of offers
• Live UK and Irish racing streams

Cons

• Chatbot is not very precise with results

What the betting experts say: “Granted, Grosvenor made their name in the casino arena, but I’m glad they transitioned to sports betting. There are good ante-post options on racing, and the horse racing section is very well-organised and packed with live streams. There’s also a lot of “Each Way Plus” coverage on domestic races.” Tom Aldridge – Betting Expert

Copybet

CopyBet is a newer UK betting platform, and they brand themselves as unique because of their automated copy betting system. There are many tipsters on the CopyBet platform which are ranked. As a user, you can select from any of their betting strategies to copy or even become a tipster yourself. Punters can go their own betting route with more than 18000 in-play and pre-match events available

Copybet Details

Pros

• Innovative tipster approach to sports betting
• Great for acca betting
• Extensive sportsbook

Cons

• Limited deposit options

What the betting experts say: “Copybet cuts out a lot of the noise and time involved in reading insights from tipsters, which I find refreshing. Instead, you get to look at what matters and then hit a button to copy what they are doing. It’s unique and, of course, makes me want to step up to become a tipster too” Andrew Francis – Betting Expert

Fafabet

Fafabet is something of a fresh-faced online betting site offering a user-friendly platform. Among the approximately 30 sports listed in the sportsbook, football and horse racing are the stand-out areas. Good promotions run across these sports, and new customers can claim a welcome bonus free bet. Fafabet also provides access to racing streams from any device.

Fafabet Details

Pros

• Odds are competitive
• Fast in-play betting platform
• Top range of existing customer offers

Cons

• No live chat customer support

What the betting experts say: “I was pleasantly surprised by the racing promotions at Fafabet, including Best Odds Guaranteed, Beaten By A Head and 2nd To The Favourite. Extra Places also covers domestic action, and it’s a good, no-nonsense betting platform” Daniel Corbally – Sports Betting Writer

Casumo

Since its inception in 2012, Casumo has carved a reputation in the casino sector and has expanded its offerings with a sportsbook, complemented by an attractive welcome bonus for newcomers. While the absence of live streaming is a point of contention for some users, the platform’s user-friendly interface, combined with daily extra place races, resonates well with Horse Racing enthusiasts. Casumo’s dedication is evident in their punter-centric features, such as the bet builder and Enhanced Odds, though the platform currently does not support Paypal transactions.

Casumo Details

What the betting experts say: “I like variety when it comes to my sports betting. Casumo gives me that, particularly in Premier League football, where they consistently boast more than 300 pre-match bet opportunities. Throw in their quick bet builder, and I’m good to go with no need to go elsewhere” Daniel Corbally – Sports Betting Writer

Top Bookmakers Compared: Find Your Perfect Betting Site

Bookmaker	App	Sports	Bet Builder	Streaming	Racing Price Boosts	Free ToPlay Games
BetMGM	Yes	29	Yes	Yes	Yes	Yes
SBK	Yes	30	Yes	Yes	No	No
BetVictor	Yes	31	Yes	Yes	Yes	Yes
Bet365	Yes	48	Yes	Yes	Yes	Yes
888sport	Yes	28	Yes	Yes	Yes	Yes
Skybet	Yes	31	Yes	Yes	Yes	Yes
William Hill	Yes	32	Yes	Yes	Yes	Yes
Unibet	Yes	34	Yes	Yes	Yes	No
Betfair	Yes	29	Yes	Yes	Yes	Yes
Betfred	Yes	22	Yes	Yes	No	Yes
Ladbrokes	Yes	37	Yes	Yes	Yes	Yes
Bet UK	Yes	34	Yes	Yes	No	No
Spreadex	Yes	23	Yes	Yes	No	No
Matchbook	Yes	10	Yes	No	No	No
Quinnbet	Yes	28	Yes	Yes	No	No
The Pools	No	27	Yes	No	No	Yes
Netbet	No	41	Yes	Yes	No	No
Grosvenor	Yes	35	Yes	Yes	Yes	Yes
Betway	Yes	29	Yes	Yes	No	No
Copybet	Yes	30	Yes	No	No	No
Tote	Yes	2	No	Yes	Yes	Yes
Boylesports	Yes	40	Yes	Yes	Yes	Yes
Fafabet	Yes	29	Yes	Yes	No	No
Casumo	No	31	Yes	No	No	No
Kwiff	Yes	29	Yes	No	No	No
Mr Play	No	29	Yes	No	No	No
10Bet	Yes	25	Yes	Yes	Yes	No
Livescore Bet	Yes	28	Yes	Yes	No	Yes
Paddy Power	Yes	27	Yes	Yes	Yes	Yes
Midnite	Yes	22	Yes	No	No	No
Starsports	Yes	21	Yes	Yes	No	No
Betgoodwin	Yes	29	Yes	Yes	No	No
Rhinobet	Yes	17	Yes	No	No	No
Britainbet	Yes	6	Yes	No	No	No
Coral	Yes	45	Yes	Yes	Yes	Yes

How Bookmakers Calculate Odds

The world of gambling can be a tricky one to navigate, with odds, offers and terms thrown around without much context. We’ll try and help make things a little simpler, with our handy guide on how bookmakers calculate odds.

Bookmakers are trying to make money when offering you odds on an outcome, and there are plenty of factors that go into how they arrive at a price. Let’s look at a really simple example of how they price up selections.

Let’s imagine we have a normal pack of cards, with four suits, and a bookmaker wants to offer you odds on what suit you pick if you select one card, at random, from the pack.

The bookmaker knows that the probability of picking any one suit is 25% (100 divided by the four possible outcomes). That makes the ‘true’ odds 3/1 (3+1 = 4).

If they were to offer you 3/1, and take equal bets on the four potential outcomes, they would end up paying out exactly what they take, thus not making any money.

So instead, they might offer odds of 2/1 on each suit. Now, assuming equal £10 bets are made on each suit, they would take £40 in total but only pay out £30 (your £10 stake plus £20 profit for you), making them £10 profit.

So, although the true percentage of picking any suit hasn’t changed (it’s still 25%), they are pricing the event to a different, theoretical, chance. This is known in the business as the ‘margin’ or ‘overround’.

Of course there are plenty of different factors when pricing up a sporting event, such as a football match, but the theory remains the same. The bookmaker will work out what they believe to be the ‘true’ odds of an event happening and then add their ‘overround’ to account for variables and, hopefully for them, turn a profit.

Each individual event can have a huge number of variables, such as form and injury, even something that might not be considered by a punter such as the weather, but all of those things will be factored in when the bookmakers offer a price.

This is also why odds fluctuate as an event draws closer, and those variables change. Punters are more alert than ever to these changes though, reducing the advantage that bookmakers have when pricing events.

Trying to find value on selections is one of the most important factors when placing a bet and understanding how bookmakers price events is an imperative tool when trying to make a profit from gambling.

Best Betting Sites in Ireland – Top 10 Irish Bookmakers

We highly recommend Bet365 Ireland. After all the research done by our experts on online betting sites in Ireland, they top the charts thanks to their sportsbook quality, competitive odds and fantastic racing coverage. 

Bet365 – bet €10 get €30 in free bets

Bet365 has been an established online betting site serving punters in Ireland for many years. They are one of the biggest online betting entities, and their vast range of sportsbook options and top offers for existing customers keep them strong. New Irish players can collect a bet €10 and get €30 in free bets welcome promotion. With a leading racing platform and products, Bet365 are highly recommended for those big fixtures like the Irish Champion Stakes and Irish Derby, along with day-to-day racing.

Paddy Power – €40 in free bets when you bet €10

Paddy Power, with its famous green-themed branding, was founded in Ireland back in 1988. They set the scene for online betting in the country from a major Irish bookie perspective, and over the last couple of decades, Paddy Power has grown massively. Their strong odds, quality apps, and brilliant market variety throughout their sportsbook are highlights. Existing customers can enjoy some good features, while new customers can start with the Paddy Power €40 in free bets when you bet €10 promo.

Betfair – Get €30 in free football bet builders when you place a €10 football bet 

The value of the Betfair betting exchange odds carries plenty of appeal for punters. The peer-to-peer platform offers finely nuanced betting opportunities, but Betfair also runs a standard fixed-odds sportsbook. Their sports coverage on everything from Gaelic football to hurling and racing is exemplary and is packed with features like streaming and cash-out. For new players, Betfair Ireland has a bonus offer of €30 in free football bet builders when you place a €10 football bet.

Betway – Get up to €50 in free bets if your first bet loses + 50 bonus spins

Betway has a good, robust betting platform both on the web and through their app. They are a licenced and regulated bookmaker for players in Ireland. The sportsbook coverage is impressive, particularly for the United Rugby Championship and Six Nations, where the Betway in-play markets shine. Get up to €50 in free bets if your first bet loses + 50 bonus spins as a new customer registering with them. 

Jeff Bet – Bet €10 and get €30 in free bets

Jeff Bet is a newer bookmaker that only launched in 2022. They are operated by Progress Play Ltd, a giant entity boasting many online betting sites. Jeff Bet is one of the recommended newer betting sites for Irish bettors to check out. While their sportsbook isn’t quite as robust as others on this list, there are great football markets for the latest League of Ireland action and more. New sign-ups can get a bet €10 and get €30 in free bets welcome bonus.

Kwiff – Bet €10 get €30 in a surprise bet

Kwiff and their exciting supercharged odds feature are available to players in Ireland. Their sportsbook doesn’t have as many promotions compared to other bookies on this list, but customers can randomly get their winnings boosted. Kwiff were founded in 2015, so they have plenty of experience, and there is fast in-play betting on plenty of sports from rugby to football and GAA available through their app. New customers get a sign-up offer of Bet €10 get €30 in a surprise bet. 

Livescore Bet – Bet €10 get €50 in free bets

Livescore Bet boasts over 25 sports, including good horse racing coverage, ideal for tracking the latest Irish and UK racing. There are great integrated insights into form from the Racing Post and products like Extra Places and Best Odds Guaranteed. Live racing streaming is another big positive. Throw in their welcome bonus of Bet €10 and get €50, and Livescore Bet are well worth checking out.

SBK – Bet €10, get €30 in free bets

Only available through a highly intuitive smart betting app, SBK is available in Ireland. Their focus on developing an app has given them an edge in this area. It’s a fantastic app giving Irish punters access to a vast sportsbook, with odds that are powered by the Smarkets betting exchange, which helps provide astounding value. The welcome bonus of Bet €10, get €30 in free bets is completed through the app, which is available for iOS and Android.

Mr Play – Bet €10 get €15 in free bets

Mr Play has a light, fun environment but with a powerful sportsbook service underneath it all. One of the highlights of the Mr Play service is the in-play platform. It covers many sports and is packed with excellent market variety, in-game stats and solid odds. Whether it’s the latest GAA action or the current Ireland Cricket ODI match, Mr Play is a good, secure site to check out, and they offer a welcome bonus of Bet €10, get €15 in free bets.

ZetBet – Bet €10 get €10 in free bets

There is a quick, user-friendly betting platform at Zetbet, which new customers in Ireland can access. New customers can collect the Bet €10 and get €10 in free bets welcome bonus. ZetBet are one of the more recent online betting sites to enter the Irish market, but there is a lot to like about them, including good payment options and customer service. Good market variety, features and odds make ZetBet a good betting platform.

Sports Betting in Ireland – Licence & Responsible Gambling

Online betting is entirely legal in Ireland, and we only promote sites that are licensed to operate there. The most significant recent development in terms of legality came in November 2022 when the Gambling Regulation Bill was passed. This was progressive as it created a regulatory body to help protect players through safe gambling environments. 

Betting with credit cards is no longer accepted in Ireland, following suit from the UK, which kicked them out in April 2020. Regulations from the Gambling Regulation Bill set out specific evening hours for gambling advertising on television and banned all social media gambling promotions. 

The Betting (Amendment) Act 2015 ensures bookmakers acquire a remote licence to provide services in Ireland. The National Excise Licence Office division of the Irish Revenue Commissioners issues those remote licences.

Most Innovative Betting Sites For 2023 – Our Top 10 Picks

2023 looks to be a massive year for the online betting industry as the big named bookies aim to provide even more innovative products for punters to enjoy.

And we’ve checked out seven betting sites to keep a close eye on in 2023.

SBK

SBK is a fixed odds betting site operated by the betting exchange Smarkets. Created in 2019, they are the most well-known mobile-only betting app in the UK. With most competitors having a presence on desktop, this mobile-first strategy gives SBK a unique edge.

The current sign-up offer for new customers to SBK is to bet £10 and get £30 in free bets, which is competitive and decent value for new customers. However, when it comes to promotions for existing customers, they are slightly behind others in the market. 

SBK provides a ‘Quick Acca’ feature, which allows you to pick between three and five selections and then spin for a random acca prize. In 2022, they also launched the SBK Betting Zone, a hub for tips and previews focused on SBK’s odds. 

SBK has been well-reviewed on both the App Store and Google Play. At the time of writing, it has a 4.6-star rating on iOS and a 3.6-star rating on Android. 

New SBK Features 

As mentioned, SBK is a mobile-only app, so their mobile experience is user-friendly and fast. One of the best features of SBK is their Price+ feature. When a market is indicated with the plus icon, they beat their selected competitors for price on that particular option. 

So that gives players tremendous transparency about odds. 

The other outstanding feature is the ability to follow tipsters on the platform, allowing you to track who is running on a hot streak.

Latest Awards Won by SBK

SBK were shortlisted for the Rising Star in Sports Betting at the SBC Awards in 2022.

BetUK

BetUK has become a popular online betting site, with some exciting features helping it gain traction in the competitive arena. BetUK was founded back in 2012, was purchased by LeoVegas, and launched as their new sports betting brand in 2018.

They have since been a good platform for pre-match and in-play sports betting markets, and BetUK has produced highly-rated mobile betting apps as well, earning a 4.7 rating on Google Play and 4.6 for iOS. 

With a good range of payment options and good features throughout their sportsbook, BetUK remains a popular option.

Latest BetUK Features

Along with staples like Cash Out and Bet Builders, there are some exciting additional features at BetUK. Their brand ambassador is former Wycombe Wanderers striker Adebayo Akinfenwa, who chips in with some Exeter betting tips. 

A dedicated section for BetUK Specials produces at least one special bet almost daily on a range of sports. While BetUK is not a site that is heavy on promotions, what they do offer is mainly focused on long-term value.

To that end, there is a weekly racing Free Bet Club, an Acca Club and a chance to pick up two £5 Free Bet Builders every week. 

Latest Awards Won by BetUK

While BetUK has not won any awards, owner LeoVegas collected the Online Gaming Operator Award for the second year running in 2022 at the International Gaming Awards and took the Mobile Operator of the Year prize at the 2023 IGA awards.

Bzeebet

One of many exciting new betting sites around, Bzeebet, which Aspire Global operates, offers a user-friendly sportsbook that is packed with 1000s of bet opportunities.

There is a Bzeebet welcome offer that new customers can get, but overall, they lack a little compared to other sites for betting promos. One outstanding aspect of their sportsbook comes in esports betting.

From Dota 2, Counter-Strike, Rainbow Six and Starcraft, the esports betting variety is as extensive as it comes. As yet, there has not been a launch of a Bzeebet sports betting app, but the site is fully optimised for mobile. 

New Bzeebet Features

One of the unique features of the site is the BZ Combo Boost. By combining multiple wagers from the same day, you can get a boost of up to 77% on your potential winnings. 

The Bzeebet feature applies to all sports, leagues, and competitions, plus it includes both accumulators and System Bets.

The Bzeebet betting slip can also be set up for 1-click betting. By setting the default amount of stake for the feature, after activating, you can access the quicker placement of bets.

Latest Awards Won by Bzeebet

Bzeebet was only launched in 2023 and, at the time of writing, had not won any awards for their sportsbook.

BetMGM

From a world-famous brand, BetMGM opened for business in the UK online sports betting market in 2023. With a sportsbook packed with tremendous odds and some great features, BetMGM is an impressive addition to the sector.

New customers can collect a generous MGM welcome bonus offer, plus access to some impressive long-standing promotions. There is an innovative, user-friendly app which has had more than 10k downloads from Google Play and has earned a rating of 4.8 from 300+ reviews at the App Store in a strong start.

Latest BetMGM Features

One of the unique features of BetMGM is their free-to-play Golden Goals prediction game. There is a share of £5,000 available to the player/players each week with the highest number of correct score predictions if the jackpot is not won. The jackpot is up to £2m.

Punters can get up to £5,000 extra through their Golden Acca promotion. This is a unique spin, as BetMGM credits 5x Profit Boosts worth up to £1,000 each for successful acca during a promotional week.

Latest Awards Won by BetMGM

While the BetMGM ‘golden era’ in the UK is still in its infancy, there are, as yet, no awards to have gone their way. We get the feeling it won’t be long before they do, as it’s a high-quality platform operated by LeoVegas.

Virgin Bet

Virgin Bet stepped into the UK online betting arena back in 2019. They entered with a bang and have continued to provide an impressive platform for users. Naturally, being part of such a big brand immediately helped them establish trust and recognition.

But they have had the quality product to back it up. The range of long-standing Virgin Bet promotions and their leading horse racing betting coverage have been highlights of their service. Racing includes live streams and Racing Post integration. 

Virgin Bet has also provided some great additional features, including an app. On the App Store, the Virgin Bet App is rated at 4.8 from approximately 10,000 ratings and is in the top 40 overall for sports apps.

Latest Virgin Bet Features

The Virgin Bet’ Money Back’ as a free bet (up to £10) if your horse loses on one specific race every weekend’ offer is one of the highlights of their promotional value. A lot of similar promotions only pay out if your selection is second, but this one at Virgin Bet covers the entire losing field, giving you a shot at nothing on the selected race.

Another of the prominent features of the site is the VirginBet Fives fantasy football game, where your selections earn you cash for goals scored. 

Latest Awards Won by Virgin Bet

At the time of writing, Virgin Bet have not won any awards.

Grosvenor Sport

Part of the Rank Interactive family, Grosvenor is one of the biggest brands of land-based casinos in the UK. But the launch of their online sportsbook has seen them become a hugely popular betting platform.

Boasting an extensive sportsbook covering everything from football to horse racing, basketball and esports, their user-friendly platform, backed by good customer support, has helped their journey.

New customers can collect a Double Bet token, but they don’t have many other sports betting promotions. However, there is access to good cashout and bet builder features on their site, which can be accessed on mobile through the Grosvenor Sports App. 

Latest Grosvenor Sport Features

One of the most popular features at Grosvenor Sport is a promo where you get ‘money back as cash if your horse finishes 2nd to the SP favourite’. The offer applies to select races, and while it’s not unique, the Grosvenor Sport version tends to run across an entire meeting as opposed to just an individual race, which does make it stand out.

There is also a unique Scratch and Win feature at Grosvenor Sports in which you attempt to match 3 icons to claim a prize. This is available once a day to all customers. 

Latest Awards won by Grosvenor Sport

Rank Interactive operates the Grosvenor Sports website, but while not yet landing an award for their sports betting, they do have an award-winning Live Casino app which hints at their quality. They were previous Casino Operator of the Year awards winners at the IAG Awards too.

Betway

Betway, who Super Group owns, hold many operating licences around the world as well as in the UK. The company was founded back in 2006, so they are a well-established online betting site that has a strong, secure reputation.

The Betway experience includes live-streaming of sports, a stats-laden in-play platform and a free bet rewards club. Horse racing coverage also includes domestic and international live streams. Betway Boosts bring added daily value to the table, and their app rates 4.3 on Google Play from more than 11,000 votes.

Latest Betway Features

The Betway’ 4 to win’ free prediction game is a popular feature at Betway, which is based on horse racing. Unlike most prediction games at online betting sites, the one at Betway is a daily affair. Entry costs nothing, and there is a total prize pot of £/€1,000 per day.

Look out for editions that cover Saturday ITV meetings when the jackpot is pushed up to £/€10,000. The goal is to predict the winners from four selected horse races (plus a tie-breaker) on the day to get a share of the daily jackpot prize.

Latest Awards Won by Betway

The Betway Group has a long history of winning awards. In 2022, they won the Esports Operator of the Year at the SBC and EGR awards.

Bet365

bet365 was founded in 2000 and is one of the world’s leading online sports betting operators. They have continued to go from strength to strength in many areas, and they were also one of the first operators to use their Bet Builder functionality across sports other than football. 

bet365 customers can be assured of the same seamless experience across mobile and desktop, with all the markets offered on every device. They have over 240,000 ratings on the App Store, rated 4.7 stars. At Google Play, with 4.6 stars, the app has had over 1 million downloads and 60k reviews. 

New bet365 Features 

The top feature of bet365 has always been the number of markets available on a vast array of sports, which is unrivalled across the industry. They also offer live-streaming on more sports than many competitors, free to view with a funded bet365 account. 

Bet365 also have strong promotions. For example, their 2-Goals Ahead Early Payout, Bore Draw Money Back, and Acca Boosts offers are excellent. For horse racing, along with live streams, there is the Bet365 Each Way Extra feature, where you can select your own place terms.  

Latest Awards Won by bet365

Bet365 won the SBC Bookmaker of the Year Award 2022 and claimed the top prize in the Live Betting Product category.

Sky Bet

Sky Bet was founded in 2001 and is now owned by Flutter Entertainment. Sky Bet has gained prominence and popularity due to its outstanding football markets and easy-to-use interface. In addition, its generous new customer offer and regular double-up boosts make it a leading UK sportsbook. 

With Sky Bet targeting the up-and-coming generation of online punters, it is no surprise that their app performs so well on the App Store. They currently have a 4.6-star rating and a 4.6-star rating on Google Play. 

A top site for football and horse racing betting, there are many features across the platform that continue to showcase Sky Bet in a positive light.

Latest Sky Bet Features

Acca Freeze was introduced in 2023 when you can win a leg of your active acca early by freezing the winning score instead of letting the leg run until the final whistle. 

Sky Bet had innovated with the addition of group bets, allowing groups of friends to add selections to an accumulator bet and follow their success through live chat functionality. 

Their Super 6 prediction feature remains among the most popular free-to-play prediction games. 

Latest Awards Won by SkyBet

Sky Bet won the Best Football Bookmaker Award at the SBC Awards in 2022 and was shortlisted again for 2023 (Highly Commended). They did win the Best Football Bookmaker Award at the 2023 SBC Awards.

Ladbrokes

Ladbrokes have a long history in British bookmaking, and that trusted brand awareness has shown no signs of wavering. They remain a major online betting player, helped by continuously competitive odds and a user-friendly site.

Many enhanced odds offers, like Super Price Boosts and Double Odds Boosts across many sports, bolster their extensive sportsbook. The variety of betting markets for in-play betting is impressive, and their live sports coverage is often accompanied by live streaming.

Ladbrokes is a highly rated and award-winning bookmaker. Apps are available for both iOS and Android. On the App Store, they are a top-20 rated app in the Sports category, while the Android version has had over 1 million downloads and 18k reviews at a rating of 4.1.

Latest Ladbrokes Features

The Ladbrokes 5-A-Side game is a unique concept which allows players to win cash rewards. You can choose five players to complete specific stats in a particular match. 

These are stats-based bets on popular markets, such as shots, goals, passes, tackles, and cards. 

You can join leaderboard challenges with your 5-A-Side team to enhance your winnings with Ladbrokes. Customers can also create bets using the #GetAPrice feature. 

The 1-2-Free game is another exciting feature with £/€100 in cash up for grabs. This is a weekly game for predicting correct scores from football matches. Earn a free £/€5 bet for getting two right and a £/€1 free bet for one correct score.

Latest Awards Won by Ladbrokes

Ladbrokes now fall under the Entain umbrella of brands that were voted Socially Responsible Operator of the Year at the 2022 SBC Awards.

A List Of The Best New Betting Sites Of 2023

Many new betting sites have emerged in recent years. These sites offer a variety of features and benefits that make them an excellent choice for those looking for a new place to bet. 

After our extensive look at many new betting sites, our experts have come to a clear conclusion about the best. That’s BetMGM, who has hit the ground running with very strong racing odds and promotions, including weekly x10 Profit Boosts for 10% on Horse Racing.

• 1. BetMGM (new betting site established in 2023)

BetMGM launched their UK sportsbook in August 2023. Fully licenced and regulated by the UK Gambling Commission, BetMGM has a welcome bonus available of Bet £10 Get £40.

Their full range of sports betting promotions is impressive and includes horse racing and Premier League boosts, plus weekly sports free bet offers.

The BetMGM site looks fantastic and is very functional to browse. There is a vast range of pre-match and in-play markets across 25+ listed sports, and BetMGM boasts some incredible in-play variety as well.

A BetMGM app is available for betting on the go, and there are safe and secure payment options, including Apple Pay and PayPal, alongside debit cards. Customers can also access 24/7 live customer support.

It’s not often that you see a new betting site arrive on the scene with such a complete, quality package. But that’s what BetMGM has managed to do, and easily top out our list of new betting sites.

Claim BetMGM Sportsbook Sign-Up Offer Here

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• 2. Bzeebet (new betting site established in 2023)

Bzeebet delivers a competitive selection of football betting markets that include plenty of boosted odds options. They are operated by AG Communications, which gives the site a familiar layout as Aspire Global runs many bookmaker sites.

Bzeebet is licensed and regulated by the UK Gambling Commission. There are multiple secure payment options offered by BZeebet, not something that’s always present with new bookmakers.

New players at Bzeebet Sports can collect a Bet £10 Get £10 free bet welcome bonus. 

While there are BZ Combo Boosts available, overall, Bzeebet does fall short against competitors because of a lack of general sports promotions.

But the sportsbook is good, with 25+ sports listed, covering everything from horse racing, football, rugby, tennis and esports. Horse racing is available, but it’s not quite as extensive as other newer betting sites.

Their in-play section is also good, presenting some variety on a straightforward platform. Live chat is available for customer support.

Claim BZeebet Sportsbook Sign-Up Offer Here

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• 3. BetStorm (new betting site established in 2021)

BetStorm may only have been established in 2021, but they are part of the Progress Play family of betting sites – which provides several well-known and popular sites.

With a strong pedigree behind them, BetStorm UK offers an excellent betting experience with a wide range of sports and betting markets, all packaged on a slick, fully regulated, and licensed website. 

Currently, they cover over 25 sports with competitive odds on pre-event and in-play markets, plus cash-out available on numerous markets. The odds are solid on football, tennis, and golf.

There is horse racing coverage at BetStorm, but currently, it is focused on the US, with no UK and Irish racing covered at the moment. That’s a clear area which could be improved. 

New customers can pick up a Bet £10 Get A £10 Free Bet bonus. 

Along with other promotions like Premier League and Tennis Cashback, there is a regards programme available too. Price boosts can also be found scattered throughout the BetStorm sportsbook. 

A wide range of payment methods are accepted at Betstorm, with all transactions processed safely and securely. The Gambling Commission also regulates them, so they are a safe platform.

Claim BetStorm Sportsbook Sign-Up Offer Here

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• 4. JeffBet (new betting site established in 2022)

JeffBet may be a newer name on the scene, but they are part of the wide-reaching Progress Play family, which already has several UK betting sites, bringing vast experience to the table.

The sports coverage at JeffBet is strong, with competitive odds and a wide range of betting markets for players to get stuck into, all on a slick-looking website.

New customers to JeffBet can grab a £30 free bet when they join and wager just £10, and there are some excellent ongoing promotions to enjoy, including cashback on various sports.  

If you’re a fan of eSports, then JeffBet is well worth checking out, with superb coverage of DOTA 2 and Counter-Strike: GO.

Being a new site, there are a couple of slight negatives that we would like to see rectified moving forward – the addition of horse racing and the release of a mobile betting app.

The lack of horse racing betting puts JeffBet at a disadvantage to its rivals, especially with it being such a popular sport for betting on in the UK.

JeffBet is fully licensed in the UK and provides good customer service channels, including Live Chat and email.

Overall, JeffBet is a solid new name in the world of online betting and worth checking out, particularly with the generous welcome bonus on offer.

Claim JeffBet Sportsbook Sign-Up Offer Here

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• 5. BetGoodwin (new betting site established in 2022)

BetGoodwin is an established name in the retail and telephone betting sector and launched its online sportsbook in 2022.

They’ve quickly become known as an excellent sportsbook, offering strong coverage of football and horse racing.

The odds on offer at BetGoodwin are competitive across the many betting markets, including live betting, and new players can claim a handy welcome bonus to explore all the site has to offer.

A real highlight at BetGoodwin is their horse racing promotions, which include several refund offers up to £100 – far higher than other betting sites. 

There is also a welcome bonus that credits 50% back as a free bet up to £25 on first-day losses but requires at least three £10 bets to qualify, and we have seen better welcome bonuses from newer betting sites.

The BetGoodwin site provides a great user experience with easy navigation and offers daily price boosts on football and horse racing.

Payment methods are slightly limited, with e-wallets not currently accepted, but this may change.

If you need to contact customer service at BetGoodwin, you can reach out via various means, including Live Chat and telephone.

Claim BetGoodwin Sportsbook Sign-Up Offer Here

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• 6. Zetbet (new betting site established in 2022)

ZetBet is a new name in the online betting world, but they are part of the highly-respected 

Aspire Global and Marketplay LTD link-up that has many other well-regarded UK betting sites.

There is an excellent range of sports and betting markets to explore at ZetBet on their nicely designed website, ranging from horse racing and football to less common sports such as futsal and floorball.

They rank well for betting variety and competitive odds, particularly on football. They also have a Bet Builder function across many sports, including football, NFL, NBA, cricket, and rugby union.

Live betting is on offer at ZetBet, but as yet, there is no live streaming, which is slightly disappointing, and there is also no mobile app available.

Promotions are also thin on the ground at the sportsbook on ZetBet. The welcome offer is a relatively low value of Bet £10 And Gets A £10 Free Bet, but it’s a straightforward bonus to claim, and the free bet can be used on any sport you choose.

With customer support available via Live Chat and licensed in the UK by the Gambling Commission, ZetBet is a site you should be having a closer look at.

Claim Zetbet Sportsbook Sign-Up Offer Here

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• 7. StarSports (new betting site established in 2018)

While StarSports launched online in 2018, the experience of the bookmakers that own the operator goes back to 1999. They were formerly known as Star Racing, with an on-course presence in the UK.

After some rapid growth, a rebranding in 2009 saw them take on the Star Sports name, and they describe themselves as being a luxury bookmaker. One of the more unique features among online betting sites they offer is horse racing telephone betting.

There are some excellent sports betting promotions on the site, actually an impressive range for a newer bookmaker. Horse racing coverage is fantastic, one of many sports in their portfolio.

They provide an app for Android and iOS users, and the look and feel of their app and site are professional and user-friendly. Bet variety across sports is good, although the in-play section isn’t quite as strong as others on this list of newer bookmakers.

StarSports is a safe, regulated and licenced site but slightly disappointingly accepts only debit cards and bank transfers for online deposits.

Claim StarSports Sportsbook Sign-Up Offer Here

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• 8. AK Bets (new betting site established in 2018)

If the AK Bets site has a familiar feel, it is because they are operated by Star Racing, the people behind Star Sports, who are also on this list. AK Bets launched in 2018 and provides a simple betting platform for punters.

That includes some horse racing from the domestic and international scenes. There are more than 20 sports listed at AK Bets, but the market depth among those doesn’t quite stack up to some of their main competitors from this list.

Promotions are another area in which AK Bets don’t quite come up to par. There’s not too much that sets them apart from the crowd, but the website platform is very user-friendly, and there is also a basic betting app.

AK Bets are regulated and licensed by the Gambling Commission and offer secure payments through debit cards. Their Telebet service allows for horse racing wagers to be phoned in, which is one of the more unique angles they provide.

Claim AK Bet Sportsbook Sign-Up Offer Here

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• 9. Hey Spin (new betting site established in 2020)

HeySpin have a good, engaging website platform, and new customers can get a Bet £15 Get £10 free bet offer for joining. Given that it requires more stake than what you get back, it’s not the best sign-up offer from this list of newer betting sites.

There are not too many existing customer promotions throughout the site either, an area ripe for improvement. However, there are good features like plenty of Bet Builder and Cash Out options throughout the sportsbook.

HeySpin has been around since 2017 and is arguably a little more casino-oriented. But their sportsbook, which came along in 2020, boasts more than 25 sports, including a fairly impressive range of esports options.

Market depth on sports away from the major focus areas like football does slip away a little. Horse racing isn’t as comprehensive as other sites, and HeySpin currently lacks sports betting apps.

But there are decent bookmaker margins, and there is a good range of in-play options to explore. There is clear room for further enhancement, but they do provide an established, simple betting platform.

Claim HeySpin Sportsbook Sign-Up Offer Here

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• 10. Fafabet (new betting site established in 2021)

Fafabet will likely appeal to horse racing punters, as they have some excellent products on their site. Best Odds Guaranteed on all UK and Irish horse racing and extensive 2nd To The Favourite coverage are a couple of highlights.

Fafabet, owned and operated by TaichiTech Limited, is licensed by the Gambling Commission, so it is a safe platform. They were only launched in 2021 but have the look and feel of an established site.

The layout is easy on the eye, and players can take a welcome bonus offer when joining as well. Fafabet has excellent promotions on its site, including dedicated racing, football and tennis offers.

Horse racing is good with extra places and signpost picks, plus they provide live racing streams. The range of sports comes in at more than 25, which is excellent, and while the in-play variety is not the most extensive we have seen, across the major sports like football, it’s solid. 

The inclusion of a betting app would have taken things a little further. But overall, Fafabet has a good thing going, which is worth checking out. 

Claim Fafabet Sportsbook Sign-Up Offer Here

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• 11. Vegasland Sports (new betting site established in 2022)

Despite the name, Vegasland is a Malta-based operator owned by Marketplay Ltd and operated by Aspire Global. They are licenced and regulated by the UK Gambling Commission, offering a good range of payment options, including e-wallets.

New customers can snap up a welcome bonus, but the volume of sports betting promotions for existing customers could be improved, but standard features like Cash Out and Bet Builders are present.

But turning to the sports, there is pretty good variety throughout, and your favourites can be bookmarked. Punters who stick to football should be well served with pre-match options and in-play. 

The horse racing variety is wide, with international racecards accentuating the domestic action. There are plenty of sports betting bases covered by the operator without really providing exceptional market variety.

The platform is a little busy visually and lacks betting apps. But it’s easy to navigate for simple wagering picks, and some decent margins are also knocking around. 

Claim Vegasland Sportsbook Sign-Up Offer Here

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• 12. Luckster (new betting site established in 2021)

New players at Luckster can pick up a welcome bonus to start their journey with this new betting site. There is an excellent selection of boosted odds available across their sports, of which there are more than 30 listed.

Football and horse racing are among the most prominent sports that have the most market options. They also deliver a tremendous range of esports. 

Luckster is a safe site regulated by the Gambling Commission, and they are one of the many online betting sites operated by Aspire Global. So, while the platform is nothing unique, it is fully functional and easy to use.

There are no betting apps, but the site does interpret well onto mobile browsers. Payment options are excellent, with many e-wallet options complementing debit and bank deposits.

There are not too many bells and whistles across the site that make it stand out. Regardless, 

Luckster is a robust newer betting site with some nice touches like 1-Click Betting and Create A Bet options.

Claim Luckster Sportsbook Sign-Up Offer Here

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• 13 Rhino Bet (new betting site established in 2021)

Rhino Bet, launched in February 2021, may be relatively new to the betting scene, but they’ve quickly established itself as a popular destination for many online punters and is fully licensed and regulated by the UK Gambling Commission.

They provide a solid new customer bonus of £25 in free bets when you sign-up and bet £10, and you can join Rhino Bet on their website, their mobile website or through one of their slick mobile apps.

And existing customers are also well looked after at Rhino Bet with daily price boosts and regular free spin offers when you place a bet on a specific football match.

Currently, they cover 18 sports ranging from football to motorsports and have a strong range of betting markets, including in-play betting with competitive odds.

A Bet Builder function is available on most football games, including lower league matches, a function not offered by every bookmaker.

The Rhino Bet website is basic but easy to navigate and offers an excellent user experience on desktop and mobile, while their apps provide full access and control of your account while on the go.

As regards customer service, Rhino Bet doesn’t offer a Live Chat facility at present, but this will hopefully be added in the future.

Claim Rhino Bet Sportsbook Sign Up offer Here

Top Betting Sites for Football

Our Pick – Betfair

Football is a hugely popular sport for both watching and betting. So the football service you find with most bookmakers will be strong, but some go above and beyond to offer a perfect football betting platform, and the best of those is Betfair.

They have worldwide coverage for players to enjoy – regardless of when you log on, there will be games available to bet on that are kicking off shortly. On top of this, look out for regular football enhanced special bets for the big games and promotions that you can use to improve the bets you place. 

If it’s football you are looking for, Betfair football betting site has precisely what you want.

Top Betting Sites for Horse Racing

Our Pick – bet365

Horse racing and betting have been together for many years, and now we see big online sportsbooks take their service forward to a whole new level. A leader in this field is bet365, an excellent horse racing platform enhanced by great promotions and bonuses. 

Whether it’s free bets for backing winners at big odds, enhanced place terms on big races, or money back offers, there is always something for punters to claim on this site. This will improve your betting regularly, and this comes alongside the fact that the odds on offer here are very competitive, which already gives you a good deal. 

Bet365 also offer ante-post, a free game, price boosts (including super boosts which sometimes are incredible odds, e.g. Constitution Hill to win at eventr rather than 1/3 etc), extra place races, and best odds guaranteed from 8am each day. They also make a price promise on ITV racing, where they won’t be beaten on price for all UK & Irish races on ITV

If it’s horse racing betting and a great deal you want, bet365 offers a great horse racing betting experience. 

Top Betting Sites For Cricket

Our Pick – 888sport

Whether you’re a fan of the IPL or the County Championship, cricket betting is as diverse as it has ever been. Most bookmakers will now be live and up to date with games across the world, providing comprehensive coverage and in-play betting.

For those who are particular fans of in-play markets, the likes of William Hill, Bet365, Paddy Power, and Betfair will provide comprehensive live odds on a wide variety of possibilities across all the biggest matches. 888Sport goes one further, with live streaming capabilities, as well as the most markets on offer at any given time.

Should you be a fan of cricket and want to bet in-play now, simply click on any of the links to the bookmaker of your choice. Certain sign-up offers will enable you to start betting on cricket straight away, as well as releasing free bets for you to use once you meet the offer criteria.

Top Betting Sites For Rugby

Our Pick – bet365

Fans of both rugby league and union have never been so spoilt for choice in terms of betting. All big fixtures are comprehensively covered by the big names. No sport has welcomed and incorporated handicap markets quite as well as rugby has.

For sheer breadth and depth of rugby coverage, it is impossible to beat Bet365. The betting giants are consistently the fastest to update their enormous sprawl of markets, while they also offer bet builder possibilities for both union and league matches. You can sign up with Bet365 today and bet £10 in order to get £50 in free bets, which you can use on any of their many rugby markets.

Top Betting Sites For Tennis

Our Pick – Boylesports

Thanks to the large chunk of the calendar year that it takes up, tennis is a popular sport that grabs a lot of betting attention. The Grand Slam tennis action starts in early January with the Australian Open, before the French Open, Wimbledon, and US Open follow throughout the year.

Between the four tennis majors, there are numerous tournaments at the different levels of the men’s and women’s games on the ATP and WTA, respectively. It is common to see at least a couple of tournaments running the same week. 

It means that there is usually a stack of tennis match betting opportunities available at any given time. Beyond picking tournament and match winners, tennis is also an excellent sport for live in-play betting. Betting in play can deliver a focused approach to individual points, games, and sets.

Many of the leading bookmakers on this page provide live tennis streams. One is BoyleSports, which also serves up excellent tennis coverage with bet boosts and extensive in-play markets. 

Boyleports provides in-game stats for the live tennis action. For punters who like to play tennis acca’s, there is also insurance, boosts and acca loyalties to explore. 

How We Rank the Best Sports Betting Sites

We have given our thoughts on the best UK betting sites around, but you need to know and understand how we came to that decision. This is not something we take lightly, and there are many factors involved in choosing where sites go on our ranking list.

Here are the main focus points of our research, which all combine to rank the betting sites in order.

• The welcome bonus
• Regular promotions for existing customers
• Odds on offer
• Number of sports/leagues/markets to bet on 
• Payment and withdrawal methods
• Customer service options and opening times
• Licensing and regulation
• Mobile and live betting options
• User-friendly website

Read more about how we rate and rank bookmakers on our Methodology page.

Betting Markets Explained

Betting markets or bet types are specific outcomes of an event. Operators use them to guide you on what decision to make when punting on a particular sport. For example, in a football match, you may be offered the following betting markets:

• The match winner
• The first goalscorer
• The correct score
• Half-time/full-time

Another example, in horse racing, you may be offered the following bet types:

• Double (bet on two outcomes in different events)
• Lucky 15 (four selections, with stakes divided into four single bets, four trebles, six doubles and a fourfold accumulator)
• Placepot (betting on a horse in six different races at the same racecourse during the same day)
• Accumulator (bet on four or more horses in one bet)

Each of these betting markets will have different odds associated with it, and it is up to you to decide which one you think is most likely to occur. In general, the more risky the bet, the higher the potential return will be.

Things to Consider Before opening a New Bookmaker account

You may have found your ideal betting platform, offering the welcome bonus and regular promotions you want, as well as all the betting markets you need. However, just a small number of final checks need to be made before you jump in.

Safety and Security

Betting is an enjoyable pastime, but you won’t enjoy things if you do not feel safe and secure on your betting site. You must check that the site has a license from the UK Gambling Commission, the site is secure, and you are with a company that takes player safety very seriously. 

Payment Options

Part of feeling safe online while betting involves the payment methods you use. Check out what the site has available, and make sure you are comfortable using one of them, ideally something you have used online before. 

Mobile Ready

Many people look to place bets on a mobile device, but you need to ensure your operator is fully mobile-ready, and you are too. This means checking they have an app available for your type of device, finding out how to download it, and then adding it to your phone after the sign-up process has been completed.

Typical Terms And Conditions For Bookmaker Offers

All bookmakers will insist upon the following terms and conditions:

• All users must be 18+ only.
• All offers will have a minimum price at which a qualifying bet may be placed, usually around 1/2.
• Free bet credits cannot be withdrawn and must be used.
• New customer offers cannot be combined with any other offer.
• There will often be time limits within the conditions of the offer. Make sure to write

How to Open a Bookmaker Account Step by Step

If you would like to open a bookmaker account, the good news is that this is a simple and easy process to follow – see our step-by-step guide below. 

1. Choose the offer you would like to claim and head over to that bookmaker, using our link to take you onto the landing page. 
2. Sign up for a new account, enter your details and make sure you remember to verify the account straight away to avoid any delays and problems in the future.
3. The next stage is to make your first deposit. If this will be used as part of your welcome bonus, ensure you deposit an amount and use a method that is eligible for the offer.
4. The only part left to do is place your bets. Again, if your offer depends on any bets you are placing, check the minimum stake and odds requirement and any other terms attached to ensure your bet qualifies for the offer.

What Makes The Best Online Betting Sites?

There are many top bookmakers available, but a few great bookies are standing tall above those. These services go above and beyond the call of duty to give you the best possible betting service they can provide. 

They do that by offering the very best across several different elements of their site, and these are what you need to look out for. 

• The best odds on the market – not all the time, but certainly regularly
• Sports, leagues, and markets no one else covers – The ultimate when it comes to betting choice
• Great bonuses and promotions – A big welcome bonus and further promotions to use after signing up for your sport
• Live betting and mobile betting – Two significant new arrivals in the betting world, if your bookmaker is ahead of the curve, these will already be in place and work perfectly
• The best security – Sites should offer a UK license, take every step possible to be safe and only provide secure payment methods for players to use
• User-friendly platform – Everything on the great sites is built with the customer in mind – we want to see very simple and easy to use platforms packed with great gambling options

Which is The Best New Betting Site With An App?

The mobile betting industry is a battleground for those trying to convince the new wave of mobile-only players to get on board and sign up. Mobile betting is the industry’s future, offering quick and easy convenience that cannot be matched by traditional desktop computer betting. 

All you need is a mobile phone and an internet connection to start betting. The best online betting app for us is the one from bet365. This app has everything you could wish for – it is full of betting markets, all promotions can be claimed on the app, and on top of that, it is rapid and easy to use. 

The bet365 service is known for its size, but everything is listed on this small mobile app that you can keep on your phone, giving you instant access to one of the best sportsbooks on the planet from your pocket. 

Bookie Frequently Asked Questions