Best UK bookmakers

Our expert team here at FIRST have researched and reviewed some of the UK’s best bookmakers to bring you up-to-date rankings. Decide your favourite based on the best markets, odds, bonuses, user experience and more.

Top 3 best bookmakers

    • TOP 01 —
    • TOP 01 —
    • TOP 01 —
    Mr Play
    4 / 5
    Bet £10
    Get £10
    Visit site
    • Strong online sports betting offer
    • Esports well-catered for
    • Helpful range of stats
    Complaints
    • TOP 02 —
    • TOP 02 —
    • TOP 02 —
    Zetbet
    4 / 5
    Bet £10
    Get £10
    Visit site
    • Excellent range of esports betting
    • Great range of sports and markets
    • Clean website design and layout
    Complaints
    • TOP 03 —
    • TOP 03 —
    • TOP 03 —
    Bet442
    4.2 / 5
    Bet £20
    Get £10
    Visit site
    • Slick and easy on the eye site
    • Great range of sports and markets
    • Great esports options
    Complaints

MORE TOP BOOKMAKERS

  • Luckster
    4 / 5
    Bet £10
    Get £10
    Visit site
    • Simple easy-to-navigate website
    • Solid coverage of football and horse racing markets
    • Easy-to-understand welcome bonus
    Complaints
  • LeoVegas
    4.2 / 5
    Bet £10
    Get up to £100
    Visit site
    • Variety of niche sports available
    • Good responsible gambling tools
    • Niche sports availability
    Complaints
  • Spreadex
    4 / 5
    Bet £25
    Get £50
    Visit site
    • Excellent coverage of all the mainstream sports
    • With plenty of markets available
    • Decent selection of offers and bonuses
    Complaints
  • Betfred
    4.8 / 5
    Bet £10
    Get £50
    Visit site
    • The best bookmaker in the UK for sports betting promotions
    • Outstanding bookie for horse racing
    • Strong welcome bonus
    Complaints
  • BetVictor
    4.8 / 5
    Bet £10
    Get £50
    Visit site
    • Top rated betting site for football and horse racing
    • Huge of sports including niche sports
    • Established name with almost 80 years in the business
    Complaints
  • Betfair
    4.7 / 5
    Bet £10
    Get £50
    Visit site
    • Outstanding for live in-play betting
    • Betting exchange offers more avenues for value
    • Best odds guaranteed
    Complaints
  • SBK
    4.4 / 5
    Bet £10
    Get £40
    Visit site
    • Welcome bonus is one of the best offers available
    • Design is easy on the eye
    • Better odds than a lot of other bookmakers
    Complaints
  • Unibet
    4.6 / 5
    Bet £10
    Get £40
    Visit site
    • Great site design and use of colour new bettors
    • Huge range of sports including niche Nordic sports
    • Competitive odds
    Complaints
  • BetMGM
    4.4 / 5
    Bet £10
    Get £40
    Visit site
    • Solid coverage of sports and markets
    • Clear uncluttered site layout will appeal to new bettors
    • Excellent welcome bonus
    Complaints
  • Monstercasino
    4 / 5
    Bet £10
    Get £30
    Visit site
    • Lots of different sports and markets on offer
    • Good esports offering
    • Huge range of payment methods
    Complaints
  • Paddy Power
    4.5 / 5
    Bet £5
    Get £30
    Visit site
    • One of the top betting sites in Europe
    • Plenty of bonuses and boosts across the big sports
    • Innovative bet incentives
    Complaints
  • Sky Bet
    4.7 / 5
    Bet £0.05+
    Get £30
    Visit site
    • Top-rate app
    • Comprehensive sports offering with ties to Sky Sports
    • Varied offers and promotions
    Complaints
  • William Hill
    4.5 / 5
    Bet £10
    Get £30
    Visit site
    • Vast range of sports and markets
    • Live streaming
    • Generous welcome offer
    Complaints
  • Bet 365
    4.7 / 5
    Bet £10
    Get £30
    Visit site
    • Solid reputation
    • Welcome bonus
    • Odds and vast markets
    Complaints
  • Spinzwin Bet
    4 / 5
    Bet £10
    Get £20
    Visit site
    • Cashback offers across multiple sports
    • Great range of sports
    • Plethora of payment methods
    Complaints
  • Bwin
    4.1 / 5
    Bet £10
    Get £20
    Visit site
    • Well-respected reputation
    • Great european football markets
    • in-depth in-play Section
    Complaints
  • Coral
    4.4 / 5
    Bet £5
    Get £20
    Visit site
    • Solid bookmaker with a decent reputation
    • Great welcome offer
    • Enticing promotions
    Complaints
  • Ladbrokes
    4.5 / 5
    Bet £5
    Get £20
    Visit site
    • Offers esports
    • Excellent welcome offer
    • Two acca boosts and two acca insurances per day
    Complaints
  • Virgin Bet
    4.1 / 5
    Bet £10
    Get £20
    Visit site
    • Welcome bonus is solid
    • Free weekly bet builder
    • Very good in-play section of markets
    Complaints
  • Betway
    4.3 / 5
    Bet £10
    Get £10
    Visit site
    • Account set up and verification
    • £5 min deposit
    • Free bet club
    Complaints
  • Vegasland
    4 / 5
    Bet £10
    Get £10
    Visit site
    • Fun retro-styling stands out from the crowd
    • Great range of sports and markets
    • Simple and easy-to-understand welcome offer
    Complaints
  • talkSPORT Bet
    4.6 / 5
    Bet £10
    Get £20
    Visit site
    • Strong betting platform
    • Great for football betting
    • Strong brand identity
    Complaints
  • Betrino
    4 / 5
    Get 200%
    Up to £50
    Visit site
    • Competitive odds
    • Vast sports and markets
    • Recommended VIP scheme
    Complaints
  • Matchbook
    4.3 / 5
    Bet £50
    Get £50
    Visit site
    • Excellent odds available on exchange
    • Well-designed website
    • Matchbook Zero offers fixed-odds betting with zero margin
    Complaints
Content links

The best UK bookmakers you can bet with today

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How to choose an online bookmaker 

So, to the big question. How do you choose the best online bookmaker for you? It’s important to consider several key factors to ensure a safe, enjoyable, and, hopefully, profitable betting experience. 

Bonuses and promotions

Examine the bookmaker’s welcome bonuses and exciting new customer promotions. You should also consider what the betting site has covered for its existing customers - such as free sports bet builders, odds boosts and more.

VIP programmes and loyalty rewards

Yes, the bookmakers may have their shiny new customer offer front and centre, but an important consideration will be how they keep their existing customer base coming back for more. Consider what they offer in terms of loyalty rewards and VIP incentives for their long-serving customers.Range of sports and markets - Are all of your preferred sports and markets available on this site? Delve through to ensure the market you want is on show. Plus, take a look at some of the more niche options that are exclusive to that particular bookie. 

User-friendly platform

This will be very high on our radar when detailing the very best online bookmakers in the market. A clear and simple interface is a must; the platform’s navigation should be easy to use with quick bet placement, creating an overall smooth betting experience. 

Mobile/desktop compatibility

Does the mobile platform marry up with the desktop site? Mobile and app compatibility offer a quick and convenient experience, with in-play betting being a key factor. 

Deposits and withdrawals

Before going feet first into an online bookies’ shiny welcome offer, be sure to read both the deposit limits and wagering requirements. This will give you a greater understanding of the timeframes and account minimum for withdrawals. 

Customer service

Keep customer support as an important part of your decision making. Seek out platforms that offer excellent customer assistance, preferably through live chat or a fast and efficient help service.

Responsible gambling 

Confirm that the bookmaker offers a range of responsible gambling tools, such as deposit limits, self-exclusion options, as well as links to key problem gambling resources. 

Top partner reviews

Mr.Play

Mr.Play is one of the most exciting new faces in the UK bookmaker scene and operates as both a casino and bookmaker,  providing new players a solid welcome bonus of bet £10 get £10.

Alongside its wide range of sports offerings, there’s several niche markets like floorball, alpine sports and futsal. But it’s esports that really sets it apart from some of its competitors, allowing bettors to wager on favourites like Counter Strike, Dota 2 and eSoccer. Looking across the site, Mr.Play provides helpful statistics to help guide your bets; for instance, each football club’s average goal percentage, form guide and any previous head-to-head record.

The app’s functionality is comfortably better than their online ratings and the simple toggle switch at the top of the site allows you to jump between their sports betting and casino sites with ease. Finally, the bookie offers a solid range of payment methods including PayPal and Skrill that keeps it very competitive with other bookmakers across the industry.

Read more

ZetBet

ZetBet’s striking orange colourway is the first thing that catches your eye and does a great job for brand awareness. But that aside you’ll find their simple and effective new customer welcome offer of ‘Bet £10 Get £10’ in the header banner on site.

Powered by Aspire Global, the site excels in its user experience and interface. There are handy features to narrow down your searches by day, week or over a longer period. You can also ‘favourite’ your most desired sports to bet on and keep your most sought-after markets in one place.

It’s ZetBet’s excellent range of esports betting options that gives it the edge over other bookmakers. Customers will find industry leaders like Counter-Strike, Valorant, Rainbow 6 and Rocket League with all the latest tournaments and matches both pre-match and in-play.

Being part of the AG Communications roster, ZetBet has some of the most niche sports available to bet on but is also a big provider of both tennis and basketball betting. In particular, their basketball markets stretch from the NBA to WNBA and worldwide including markets in Turkey, Spain and Australia.

Finally, ZetBet does offer some great promotions including bet boosts on accas with four or more selections and Bet Builder options on football, tennis, Aussie rules, American football, basketball, cricket and more. 

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Bet442 

Bet442 burst onto the scene in 2024, offering a slick and easy-to-use site, a comprehensive esports offering and a welcome offer that gives you a £10 free bet when you deposit £20.

With a name like Bet442, their football markets are vast, with over 1,200 markets at the time of writing, including women’s football and as low down the football pyramid as the Southern Football League Premier Division. But the site has a diverse variety of markets on near enough every sport you can think of! As well as your top sports like football, tennis, golf and boxing, they offer table tennis, squash and Gaelic sports too. 

But it’s the American sports coverage that is a real selling point, with great future, pre-match and in-play options on American football, ice hockey, basketball and baseball. You can also generate  Bet Builders on NFL and NBA games to create your bespoke play.

As well as the new customer offer, there’s a great acca boost offer that sees you claim up to 77% more winnings on your acca the more selections you add in. The key is to balance out the number of picks with your potential winnings going higher and higher.

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Mr PlayZetbetBet442
Welcome bonusesBet £10 Get £10Bet £10 Get £10Bet £20 Get £10 
esports?YesYes Yes
live chat?YesYesYes
mobile app?YesNoYes
Withdrawal timesUp to 7 daysUp to 6 daysUp to 6 days

What sports betting bonuses can you claim in the UK? 

You may find your new favourite bookmaker has that niche handball match you’re after, but what bonuses will they offer you? Here’s a list of some of the bonuses you can claim in the UK;

No deposit

A no deposit offer allows you to place a bet on a sports event, such as a football match, or a horse race, without depositing real money. Effectively, if your bet loses, you lose nothing, but if your wager wins, you claim winnings as usual.

Bet builders

Reckon there will be a red card, both teams to score and over five corners? A Bet Builder will give you the power to put all your selections into one neatly packaged bet. For instance, Sky Bet has BuildABet and William Hill calls theirs #YourOdds.  

Predictor games

For example: Sky Bet’s Super Six, Ladbrokes’ 1-2-Free or Coral’s Racing Super Series. A trivia-based game with the focus on the outcome of correctly guessing future events - a football match, a tennis match or a series of horse races; which usually features a weekly or monthly jackpot up for grabs. Be sure to read up if these require a deposit or are free-to-play. 

Deposit match

A bookmaker may offer to match your next deposit. For example, a 100% deposit match means if you deposit £10, the sports betting site will add another £10 to your account. One thing to look out for is if it’s a pure deposit match, or deposit and bet first. 

Reload

A promotion provided to existing customers, designed to encourage further betting. These can be in the shape of free bets, bonuses on deposits, or enhanced odds. Unlike bookmaker sign-up offers, which are solely for new users, reloads are available to all active customers.

Cashback

A cashback offer is very commonplace across the industry. A bookmaker will refund some, or all of your money if your bet loses. This could come in the form of a free bet or cash into your account. Often, some bookies online will offer this on their accumulators if one leg lets you down. 

What to watch out for when using bookmaker bonuses

Whether you’re a new customer, a regular player or a returning customer, there will be an influx of bonuses and bookies’ sign-up offers. Sign-up offers, free bets, odds boosts and no deposit bonuses all may differ in their specific requirements. 

A sign-up offer is only eligible for new customers, whereas reloads and reactivation offers will only be sent to existing customers and those who haven’t played in a long time. Bet Builders and Matched Bets may offer some boosts or bonuses, but it’ll be imperative to examine the T&Cs to see whether they require wagering or are free-to-play. 

With that being said, it’s important to consider wagering requirements across all of the bookmakers' bonuses  as well as other specific stipulations. For example, the terms and conditions around these offers may have expiry dates and requirements to adhere to. 

SportWhat you will find at UK bookmakers
FootballThere will be many accumulators, bet builders and various prediction games to play.Featuring the major leagues and tournaments in the world including the Premier League, Champions League, LaLiga, Serie A and more.
BoxingUK bookies will usually go big on boxing, with more than just the outright match odds to win. Examples are; ‘method of victory, ‘round betting’ and ‘will the fight go the distance’ - some bookmakers may go a little deeper on the round betting, for instance - ‘Boxer A to win between rounds 4-7.’
TennisTennis betting isn’t just the four grand slams you can bet on each year. The best bookies will cover the challengers and ITF matches too. Set betting, game betting and handicap betting are some of the markets available.
GolfThese will include big tournaments like the Ryder Cup and the majors on both men’s and women’s tours. Keep an eye on the outright winner market, each-way, group betting, finishing position bets, head-to-heads and nationality bets (best Englishman in the field). 
MMAGood MMA books should feature the UFC, PFL, Bellator and Cage Warriors. Many markets are similar to boxing but also include total strikes landed, fighter significant strikes landed and double chance on method of victory.
CricketYou should find everything from international test matches, T20, The Hundred, county  championship action and more. With markets like outright match betting and over/under for innings runs.
Rugby UnionWhether it’s the Rugby World Cup, Six Nations or Rugby League you can find the first team to score bets, try scorer anytime, total points and half time winner bets.
SnookerSnooker features heavily on UK sports betting sites. Big tournaments like the World Snooker Championships and the Masters will draw a lot of action. You’ll often find price boosts on century breaks and deciding frame bets. 
DartsSimilar to snooker, darts is a big betting sport in the UK. The World Championships happen over Christmas and New Year, while the Premier League has grown bigger and bigger and takes place throughout February - May.
CyclingYou can bet on the winner of major events such as the Tour de France, Giro d’Italia and the Vuelta a Espana. There are several markets including stage wins and jersey winners.

What is esports betting? 

Many online sports betting sites now offer esports betting as a significant part of their market coverage. What started as a niche market of small-time gamers, wagering against friends ,has quickly grown into one of the most popular and lucrative markets for both players and bettors alike. 

While it’s now odd not to see at least a small range of esports markets across the UK sports betting sites, some operators have jumped on board and provided an expansive range of books, odds and betting options. 

There’s a vast array of markets on offer both pre-game and in-play. One thing to note is most esports matches across any of the titles usually consist of a set number of rounds. With the winner being determined by the first to reach that set number. 

Popular esports markets include:

CounterStrike: GO
Dota 2
Valorant 
Call of Duty
League of Legends
EA Sports FC
Rainbow 6
Rocket League

Basic tips and strategies for sports betting 

To improve your success rate in online bookie betting as a whole, it’s important to develop a strategy that you can stick to but also adapt depending on the markets and their volatility. 

  • Research - Thoroughly read, watch and research the sports teams and individuals you are planning to bet on. Understand their strengths, weaknesses and recent form to make informed decisions. 
  • Set a budget - Determine a betting budget and don’t go beyond these means. This will help manage your bankroll and limit an urge for impulse bets that could lead to significant losses. 
  • Compare odds - Shop around the various online betting platforms that may offer different odds for the same event to find the best value possible. Compare things like odds boosts, bet builders and cash out options that fit your needs.
  • Specialise - Diversifying could lead to a big payout in the short-term, but specialising and getting to know a particular sport, league or individual may give you the edge over the longer term. Understanding the sport and its nuances could lead to longer-term profitable margins. 
  • Track your bets - Track your bets, both successes and losses. Analysing your betting history can help you identify short and long-term patterns and allow you to refine your betting strategy. 

Step-by-step guide for signing up to an online bookie

Opening a UK sports betting account online is quite simple. Below we’ve put together a step-by-step breakdown of how to sign up if you need a hand with the process. 

  1. Browse our site for the offer you would like to claim and our link will send straight to the bookmakers’ landing page. 
  2. Sign up for a new account, enter your details and remember to verify your account to avoid any delays or issues with deposits. You will need to enter a few details, this will mainly consist of: your full name, date of birth, email address, contact number, full address. Additionally, you will usually be asked to confirm marketing requests and terms and conditions too. You may also be required to verify identification documents or proof of age. 
  3. Now you’re in! The next step is to make your first deposit. Check the bookmaker's payment options to see whether you can use PayPal, Neteller, or even cryptocurrencies. If there is a welcome bonus, new customer offer, or a bet and get attached, then ensure you deposit an amount that qualifies you for that bonus. 
  4. Your deposit is now in your account, so it’s time to place your bet. Whether it’s football, tennis, boxing, golf or you’ve found a market with great betting value.
Payment methodDescription
PayPalKnown for its security measures and fast transactions, PayPal is widely accepted across all of the best sports betting websites.
SkrillSkrill offers low fees and rapid transfers. It uses 128-bit encryption and has cryptocurrency trading like Bitcoin, Ethereum and Cardano available. 
NetellerSimilar to Skrill, Neteller provides fast and secure payments as well as a prepaid card for ATM withdrawals. There are no transfer fees and you can add funds into your account from many payment methods. 
PaysafecardWhen withdrawing funds using a Paysafecard, you can expect the funds to arrive in your bank account within 24 hours. Keep an eye on any sites that offer punters a bonus for using this option. 
MuchBetterIf you use MuchBetter for making withdrawals and deposits, you will receive low wallet fees, fast, real-time transactions and payouts. Plus, time-based offers tailored to your activity. 
Debit cardDebit cards are a popular choice for UK bettors, offering straightforward deposits with VISA, Maestro and Mastercard. 
Apple Pay & Google PayConvenience plays a big part when making a deposit. Both Apple Pay and Google Pay offer instant deposits, but you may need another payment method to make withdrawals. 
CryptocurrenciesThere has been an increased desire over the last five years for sports betting platforms to offer cryptocurrency. Its increased security and fast transactions make it an efficient and safe payment method to utilise.

How do we rate sports betting sites? 

Our goal is to equip our bettors with the knowledge and tools to make the best decision possible, providing expert analysis from both customers and reviewers;

  • Licencing
  • Responsible Gambling
  • Customer support 
  • Withdrawal and payout efficiency
  • Promotions & loyalty schemes
  • Welcome bonus/sign-up offers 
  • Choice of sports markets
  • Choice of betting markets
  • Features [in-play betting; request-a-bet]
  • Mobile/App compatibility
  • Design and user experience

Each of these criteria is evaluated to ensure accurate and unbiased reviews, presenting the most transparent, relevant and accurate information about both long-standing and new sports betting sites. This will then be neatly wrapped up with a rating out of five for the bookmaker's overall services. 

The Betting and Gaming Act of 1960 paved the way for legalised betting in the UK. Fast forward to the modern day and any betting site we recommend must be licensed and regulated by the UK Gambling Commission. This is the primary regulator within the UK industry, which promotes safer and more secure gambling. 

The legal age to gamble in the UK is 18 years old. 

Responsible gambling 

When gambling, it’s imperative that bettors remain in control, both across sports betting and casinos. 

The majority of UK bookmakers online have user-focused safety features that players can benefit from, including time-outs, deposit limits and self-exclusion.Creating a bankroll and tracking wins and losses can also prove a savvy way of keeping across your expenditures and evaluating when to take a break. On this note, not chasing losses is another key thing to keep in mind - not every bet can win - and this will be an important factor to take into consideration if you find yourself on a losing streak.You can find more information on FIRST’s responsible gambling in sports betting page. As well the below list of several responsible gambling organisations available, often seen on operators’ pages, if players require help or advice;

  • GamCare
  • BeGambleAware
  • GamStop
  • Gordon Moody - Tackling Gamblers Anonymous
  • Gamblers Anonymous
  • National Debtline

FAQs 

What is a sports betting site?

A sports betting site is an online platform where individuals can place wagers on the outcomes of various sporting events. These UK bookmakers should offer sports like football, boxing, tennis, golf, cricket, horse racing and lots more. Users can bet on a wide range of outcomes, such as player or team victories, the margin of victory, or total points scored. 

What is in-play sports betting?

In-play sports betting, or ‘live betting’, is betting on an outcome while the event is taking place. With ‘live betting’, the odds for the event can change depending on what is happening. For example, odds may change if a goal is scored, a player loses a set in tennis, or if there is an injury during the match.

Do bookmakers offer casino games?

Yes. Some bookmakers do offer a huge range of casino games. But there is a selection of bookmakers that solely offer sports and no casino integration on their site. If a dual platform is available, you will usually see Casino and/or Live Casino tabs on the top bar of the landing page.

Do bookmakers offer cryptocurrency payments?

Yes. Many bookmakers do offer cryptocurrencies as a payment method, but it hasn’t fully rolled out across the industry at the time of writing. Cryptocurrency offers fast and efficient deposits as well as a good level of security. However, keep in mind the fluctuating market rates and potential regulation changes.

What is the best betting site for sports?

There are several different factors to consider when deciding the best betting site for sports. You will need to factor in whether you want competitive odds, the best in-play betting, or a vast array of markets and sports. Plus also take into consideration things like welcome reload offers, responsible gambling measures and mobile compatibility.