Online Bookmakers UK | List of Top Online Bookies 2020

Online Bookmakers – Best UK Bookies for 2024

Here at BettingOnline, we give you a list of all the best online bookmakers in the UK for 2024. All bookmakers offer a great customer experience, generous bonuses and are safe, secure and licensed by the UKGC.

Best Online Bookmakers May 2024

3 x £10 Free Bets
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The William Hill welcome bonus will give you 3 free £10 bets when you place your first bet of £10 or more on odds of ½ or more, which is one of the better sportsbook welcome bonuses around

£20 Risk Free Bet
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When you decide to sign-up with Unibet, you’ll be awarded a welcome bonus of money back as a bonus if your first sport bet loses.

£20 Free Bets
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In order to take advantage of this offer you simply need to register as a new player. You are then done with your first Ladbrokes login. Then, make a deposit of at least £5 and the free matched bet is yours.

£30 in Free Bets
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To claim your bonus, simply register, log in then deposit £10; place a bet of £10 or more at odds of 1/2 or higher then get your £30 free bets plus a £10 casino bonus. Minimum deposit of £10 using deposit code 30FB - A qualifying bet is a ‘real money’ stake of at least £10 placed on any sports market - Minimum odds of 1/2 (1.5) - Free bets credited upon qualifying bet settlement and expire after 7 days - Free bet stakes not included in returns - Casino Bonus must be claimed within 7 days • To withdraw bonus/related wins, wager bonus amount x40 within 14 days • Wagering req. vary by game • Withdrawal restrictions and Full T&C’s apply

£10 Money Back Bet
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Simply register and place your first bet of £10 or more on any market, with odds of 4/5 (1.8) or more. Then, if your bet loses, they will put a £10 bonus-back into your account.

The Best Online Bookmakers for UK Players According to BettingOnline

Why scour the internet for hours looking for reputable websites, with the right payment options, sports, and promotions? Instead, see who comes out on top with our handy list of top online bookmakers.

Every site will offer something slightly different, so you need to pick what works best for you. To help you out, and save some of the hard work, we created a list of online bookmakers. Take a look at our reviews to discover the top online bookmakers.


One of the biggest online bookmakers in the UK and worldwide. They have over 20 years of experience and have built a considerable reputation in that time.

This is a great choice if you are looking for good football odds, want to access Unibet on your mobile, and if you are a fan of live streaming. They have an attractive choice of promotions, including a welcome bonus. The choice of banking options isn’t as broad as some other bookies, and their response via email isn’t the fastest either.

William Hill

A household name, and one of the oldest bookies around, William Hill took their success on the high street and brought it online. As such, their site and the way they do things has a more traditional feel.

You’ll like their promising bonus incentives, flash odds, and live streaming service. Horse racing bettors will be happy with the markets they offer, and the variety of secure banking methods should suit most needs. On the other hand, the site is a little crowded, and things can move a little slow on the mobile site.


A betting brand that has grown in reputation and user numbers both in the UK and worldwide. Bet365 attracts new customers with its top offers, very good odds, and a diverse range of markets.

If you can conceive of a bet, it is likely you’ll find it at Bet365. Not only that, but you’ll find competitive odds, too. They have an enticing welcome bonus, and plenty of other promotions to take advantage of, you just need to know where to look as they don’t always make them obvious.


A dominant player in every sphere of online gambling, their sportsbook does not disappoint. It has to have something to do with its superb odds and the good choice of markets. 888sport make it their business to deliver what you need, when and where you need it.

This is plain to see in their user-friendly approach to the site. If you’re a fan of accessing on the go, you’ll be pleased to hear that the mobile version is up to scratch, too. There is an impressive array of football markets to choose from, but unfortunately, no live streaming option.


A more recent addition to the online bookmaker scene, Bwin has been attracting bettors in Europe and the UK. Their website is easy to use, and you’ll find a staggering number of sports markets offered.

You can reach them 24 hours a day through their chat, and their mobile app is fully functional and as easy to use as the desktop site. They win over their customers with great promotions. It’s a bookie without horse racing odds, and if you are looking for a wide choice of live streams, they might not be for you.


Betstars, the sister brand to the popular PokerStars, this sportsbook has an attractive offer, particularly when it comes to football markets. They have been making progress since they were launched in 2016.

There is a nice element of gamification, where you can Spin & Bet, multiplying your odds by up to 10. If you like looking for a good deal, their price boosts and enhanced odds will suit you down to the ground. They don’t offer live streams, though.


Over 10 years old, this online bookmaker has built up a considerable following. We expect this is thanks to their in-play betting and their welcome bonus.

There is a lot to get excited about over at 10bet. They offer fantastic odds for most popular sports and markets. You’ll like the choice of football markets if betting on the beautiful game is your thing. They lack a few features but are always improving.


Out of their casino, poker, and sportsbook offerings, it is the online bookmaker side of the Betsafe business that really shines. They reached success in over 100 countries in a very short space of time.

Their website is easy to use, and it’s simple to find what you need. Their customer service is top-notch, and the choice of horse racing markets will suit any fans of the sport. There isn’t anything for the fans of greyhound racing, though, and the live streams are a bit limited.


Another trusted bookmaker with a long-standing reputation. Ladbrokes has great odds for popular sports for betting, like football and horse racing.

You’ll enjoy their range of top bonuses and promotions, as well as 24 support through their customer service options. Their fantastic range of sports and markets is appealing, too. Not all of their markets offer competitive odds, and fans of eSports won’t find what they need.

Bookmaker Quality Guidelines – How Do We Rate the Bookies?

There are numerous factors to take into account when picking a top online bookmaker. While everyone will have a similar basic standard, there are also unique features that will make a bookie stand out to a particular bettor.

There are pros and cons to each site, and we take it upon ourselves to work out what these are and to present them to you. We closely examine what the best bookmakers have to offer, focusing on a number of aspects that we know will be important to you.

Here is some more information about what we check out:

Banking Options

Several factors contribute to the overall impression of the banking options that bookmaker offers. Variety is a good start, as that generally makes the site more accessible. Ideally, we’ll see a lot of different options, and this should be different methods, so credit and debit cards, online services, and e-wallets like PayPal, cash deposits at PayNearMe services, and even cryptocurrency.

What we are also looking for is quick transactions, when it comes to deposits and withdrawals. We expect most methods on offer to not incur a fee, if not all. We also review the minimum and maximum amounts for withdrawals and deposits for each payment method.


Perhaps the biggest determining factor when it comes to choosing an online bookmaker. The overall range of bonuses is important, but the key factor is the sign-up offer. A big bonus could look good on the surface, but we check out a few more aspects to make sure you’ll really benefit.

For example, is the bonus a deposit match, are the withdrawal requirements reasonable, and what is the maximum amount you can deposit.

Other betting promotions can include free bets; we take a look at when these expire, and where you can use those free bets. The terms and conditions for bonuses, in general, need to be fair to get a good rating.

Customer Service

While we want things to go smoothly, we know that sometimes you need some help, some more information, or an answer to a question. You should have someone to turn to when you want, and we wish for it to be handled promptly and professionally.

Some of the things we look out for include the number of options available to you, are they convenient methods like an email address, phone number, or live chat. A help centre with FAQs is a good sign, as is a website that enables you to get to those pages easily.


Some of you might like to stick to the classics, whereas others might like to wager on different sports and different aspects of those sports. We want to know if you’ll find what you are looking for, get a terrific deal when you do, and if there are other options to inspire you.

Our reviews focus on markets, variety in the markets, and what winning bets you can place. There are endless possibilities, the number of sixes in cricket, red cards at the World Cup, double faults in one tennis match. We want to know if you can place these bets, accumulators, bet in-play, and cash out early if you choose to.


Staying competitive when it comes to odds is a tricky business for bookmakers. It is a critical area for them to monitor to ensure they retain existing customers and have a marketable offer for new ones.

We know that some bookies offer outstanding odds in one or two sports, but can’t compete when it comes to other markets. We lookout for the online bookmakers that provide a fair selection of value odds and keep it competitive. It is all about the spread, but we’ll let you know which sports come out on top, so you can find your preferred markets.


No one wants to be putting their financial and personal details at risk when placing a wager. Nor do you want to deposit your money only to never see it again. It is important that an online bookmaker is safe, reputable, and adheres to license and regulation guidelines.

As well as licenses, we look at other security methods. These could include an up-to-date privacy policy and an encrypted connection such as SSL. We want to see that consideration is given to responsible gambling. A relaxed and fun betting environment is also important, as is information about gambling addictions.

Technology and Functionality

This is one of the fundamental aspects. If everything is working well, you don’t even notice it, but when things go wrong, your online betting experience just isn’t the same. It comes down to design, layout, good software, and some thought about the user experience.

You need to be able to do what you want and do it quickly. This applies to desktop sites, and we’re looking for mobile sites or apps that also perform well. Things should be where you expect to find them, or if not, they should be easily discovered. A clean interface that makes everything clear and accessible is also on our list.

What You Need to Know Before Opening a New Bookmaker Account

There are two crucial factors to consider before opening an account with an online bookmaker. The first is your requirements and betting behaviour. The second is how a site can best meet those needs. We’ll talk you through what we mean:


What You Need

When you place bets, will you be on your phone, tablet, or using your desktop? Most of us might want a mix of all three, so remember to take that into account when shopping around. The next question to ask yourself is how will you deposit and withdraw money if Apple Pay is convenient for you, but you’ll also settle for Paypal, keep that in mind.

It’s a competitive market, so bookies will be trying to win you over. Be sure to keep your needs ahead of any gimmicks or too good to be true offers. A bonus might be nice, but remember to check that the sports you like are covered. You’ll also want to see if they have a good choice of markets, maybe you’ll be dealing in accas, and a tournament specific wager is just what you are looking for.

If you will be placing lots of bets, in lots of markets, and you like a niche bet, bear in mind that you’ll want competitive odds over a range of sports. Consider, too, how you want to handle any queries or concerns. If you’re an email person, or perhaps don’t have time during the working day, it might sway your decision to pick 24/7 support.

What They Offer

Now you know what you are looking for; you can use our handy guides and reviews to help you pick an online bookmaker. Once you’ve narrowed down your selection, you might want to visit a few sites yourself. Check to see how they work in your browser, on your mobile, and if they have an app, you could be an Android person, and they have only launched on iOS or vice versa.

Take a closer look at the deposit and withdrawal information for your specific payment method, will you get your cash back in a matter of hours, days, or weeks, and is there a limit for the lowest amount you can withdraw. Get a feel for how you find information on the site and whether it is easy to navigate, see if you can access their help centre, too.

While you’re on the site, check out the promotions page. A varied offering is your best option for long term gains. Perhaps you can be part of a bet club if you are a regular gambler. You might be able to benefit by recommending the bookie to your friends and family, or the price boosts and enhanced odds, are exactly what you are looking for to make your funds go further.

We advise you to go through the motions on a bet that you would like to place. Can you find the sport and market easily? Check the same bet on one or two sites to compare the odds, or check out the odds comparison. You’ll soon see whether your unique style of accumulators is available.

Doing a little bit of research will serve you well in the long run, once you have made your decision. You’ll have a seamless experience, know there is something to fall back on if anything goes wrong, and you’ll have fun and stand to make a bit of money, too. Knowing what you want pays off!

Deposit & Withdrawals – Can I Feel Safe with a UK Licensed Bookmaker?

Navigating the many options that online bookmakers provide can be tricky enough, but knowing that you and your money are safe takes things to another level. Going in armed with enough information to understand and choose between the different sites and the different options is the best way to move forward.

Most bookmakers have adopted the common methods, so we’ll focus on those. Separating your Bitcoin from your Apple Pay and your Paysafecard from credit card deposits, you’ll understand what to look out for and what to avoid.  We’ll talk you through the different methods you’re likely to see, as well as how to know what you can trust, and what are the drawbacks.

E-Wallet: PayPal

Out of all the e-wallet options you’ll see as payment methods at online bookmakers, PayPal has the strongest reputation as being reliable and secure when it comes to transferring money. It has been adopted as a payment method by many of the largest online sportsbooks.

You’ll see other e-wallets like Neteller and Skrill, which are easy ways to transfer money. You’ll often find these payment methods excluded when it comes to eligibility for bonuses and promotions, especially when it comes to welcome offers and deposit matching. PayPal, however, is not always excluded.

Setting up a PayPal account is easy, which is why it is a popular method. Transfers from your card or bank account can take a matter of seconds, and payments to online bookmakers are also processed quickly.

Although most bookmakers won’t charge you for using PayPal, there might be charges at the other end, or you will need to upgrade your account. It is still a frequently used method, as it adds an extra layer between your bank details and the bookmaker.

Blockchain: Bitcoin

Bookmakers that are innovative and like to stay ahead of the curve are adopting cryptocurrencies as a payment option. Blockchain technology is a series of digital blocks containing digital signatures that represent the transaction information. As each block is unique and stored in lots of different places, it is incredibly difficult to manipulate, making it a secure technology.

Blockchain is the technology behind Bitcoin, which is known as an anonymous yet transparent form of currency. It takes out the need for third parties, making it a great option to use with online bookmakers, as your details aren’t shared with anyone.

You will need an e-wallet to store your Bitcoins, and an exchange or a means of mining the currency, which isn’t as complicated as it sounds. There are a few steps involved, which is something to keep in mind. It can be used to deposit and withdraw funds, making it a good option.

Pre-pay: Paysafecard

The cash top-up or pre-pay method is popular with punters, especially those who don’t want to use a debit or credit card online. Again, it removes the direct input of your bank details on the bookmaker’s website.

Another reason that it is popular is the opportunities to top up the card. Several large retailers in the UK provide physical sale points for the card and Paysafe vouchers; you can also add to the balance using the app. Be aware that you might not be able to deposit large amounts from the first use.

The above methods are considered as safer or more secure than regular debit or credit card transactions. However, equally important is the security of the online bookmaker. If they are licensed and regulated and use an encrypted connection, then your data should be as safe as with other online retailers.

Top 5 Things to Look for When Choosing an Online Bookmaker

Your selection when choosing a bookie needs to provide overall quality, but also something that is right for you. Checking out the ratings is the first step, but here are five other things to look for when choosing the best bookmaker.


Odds are one of the most critical aspects of your betting experience. Gambling is fun, but there is also a monetary aspect, and the bookie’s odds affect your payout. Odds differ at each online bookmaker, but also from sport to sport, tournament to league, and even from game to game.

Some bookies will be operating at a lower margin, which means your payout is higher, as the commission is lower. Look for a bookie that operates at a lower margin and gives you a good payout across a range of sports; it will make your sports bets slightly more profitable in the long run.


This can feel like a difficult one to balance, as what you’ll need to find here is the middle ground. You want a decent sign-up offer, but it is important to know that you can benefit from ongoing promotions. Crucial to both offers, though, are the terms and conditions, which will give you an idea of the real value of bonuses.

Decide whether you’re interested in free bets or a deposit match. Then look at the ongoing promotions. You can find them tailored to odds, in terms of price boosts and enhanced odds, or you could take advantage of some great back-up bets. These are particularly helpful if you are a fan of accumulators, and you get a back-up if you lose by one leg.

Customer Focus

It is a good idea to get an overall impression of how a bookie treats its customers. You can tell a lot about their approach through the payment methods and information they provide, and by looking at their customer support.

If there are several payment options available with all fees and waiting times clearly explained, you know that transparency and saving you time is important to them. For customer support, find out what hours it is available, which contact methods they provide, generally you want more than email as receiving a response can take a long time. Asking a question before you open an account it a good way to gauge how helpful they are.

Variety of Features

To keep things interesting, you’ll need a bookmaker that covers more than just the basics. You’ll want to see the popular sports and tournaments, but it is also fun to discover niche sports and leagues. Or at least markets that offer interesting bets for popular sports.

There is more to an online bookmaker than sports and markets. You can also look out for a bet exchange, in-play betting, live streaming options, and a cash-out function. All of these heighten the experience and give you enough variety to stay entertained.

The Proper Procedures

The bottom line is the website needs to be reputable and have everything in place. If you can, go for a name you know or one that a friend has heard of or can recommend. Find a site that has been operating for a few years, so you know you they are established, and you can trust them.

Other signs that a bookmaker is legitimate are the regulatory body and license information provided in the footer of the site. They’ll also provide details of their privacy policy and relevant content about responsible gambling.

Standardized Terms & Conditions for Bookmakers in UK

While reading the fine print might seem like a drag, it is essential to know what you are getting into when you sign up with an online bookmaker. Terms and Conditions can cover the betting rules and the rules for bonuses and promotions.

Each sport will have unique terminology that makes up its rules. However, there are standard terms that you will find across most bookie’s terms and conditions. Some terms you need to know are:

Maximum Win and Bet Limits

If you like to bet on high stakes, you need to have an understanding of any limits on what you can win. There are websites that specialise in high winning limits, but you’ll need to check the relevant portion of the t&cs beforehand. It might be described as a bet limit, meaning you can’t wager above a certain amount, or a maximum win because the cap is placed on how much you can take away.

Breach of Terms and Conditions

Signing up for an account means you’ll need to accept the terms and conditions of the online bookmaker that you choose. Make sure you know the consequences of breaching the rules. Most commonly, this will result in the immediate suspension of your account. A common way for people to get caught out is if a family member signs up for an account from the same IP address, which is not permitted.


When you receive a bonus, it usually comes with wagering requirements. One of these is known as a rollover, which describes the number of times you need to wager your winnings before you can withdraw them.


Bonus funds and free bets might need to be claimed within a particular time period. Once your account has been credited, make sure you take note of how long the free bets or funds are valid. You’ll typically find that there is an expiry date 7 days or two weeks after they are awarded.

Changes to Play

Many sports are dependent on fair weather conditions to proceed. It is a good idea to know what will happen to your bet if a match is abandoned or postponed. The rules of the sport itself can come into play, as it depends if the match will be rearranged or resumed at a later date.

Generally, if the outcome for your bet has already occurred, e.g., the first team to score, your bet will be settled. In almost all other cases, it is likely that your bet will be voided. When a bookmaker voids you bet, you no longer stand a chance at winning money, but you will receive your stake back.

Online Bookmakers FAQ

How do online bookmakers work?

Bookmakers determine the price of bets and set the odds. The idea is to provide a bet that gives them as little risk as possible, while still drawing interest both ways, for a win or a loss. They take money from bettors, payout for wins, and take their commission from the rest

To make sure there is something left for them at the end, bookies add a margin to the odds, which is their fee for taking the bet. For this reason, bookmakers are classed as middlemen. Traders or oddsmakers use the realistic probabilities of outcomes that are based on stats, mathematical principles, and expert opinion to calculate odds with the bookie’s margin taken into account.


Which is the best bookmaker in UK?

We’ve listed some of the best bookmakers here. Since what a bookmaker can do depends on your requirements as a bettor, there isn’t one best bookmaker, as what they offer and how that meets needs is subjective.

You can check out our criteria for what to look for in a bookmaker to judge for yourself.


How many online bookmakers are there in the UK?

There are more than 80 online bookmakers in the UK. Some have started out in life as high street bookies, others have started out around the online gambling boom of the late 90s, whereas others have sprung up in the last 5 years or so.

New bookmakers join this competitive market on a fairly frequent basis. Having several different options in the industry is great news for punters. Competition is fierce to attract new customers and keep existing ones. That means best practice is encouraged, and promotions and features are improved regularly.


Is it possible to beat online bookmakers?

The very nature of gambling means it comes with a risk. There could be a positive and a negative outcome. Yes, bookies need to make a profit, but that doesn’t mean you can’t win.

If you know your stuff when it comes to sports, then you can place intelligent bets and know where to put your money and when. There isn’t a guaranteed strategy, but knowing what you are doing, and completing some research can help you to place informed wagers.

Some prefer to increase their winnings by employing a high-risk strategy. This means higher winnings but isn’t foolproof. You need a healthy dose of realism and boldness to pull either of these strategies off. If you ask a successful gambler for advice, they’ll tell you to bet with won money.


How do I start an online bookmaker?

A lot of work goes into making a successful online bookmaker. You’ll need a tech partner, that can create the website, design the software, and give your sportsbook al lof the functionality you need. That means you need to determine and design your offer.

You’ll need a gambling license to operate as a bookmaker. As described above, you’ll need traders or oddsmakers to come up with your odds and figures; you’ll need to decide what your margin is.

Other considerations include a marketing strategy to stand out in a competitive industry. You’ll need to attract and retain a certain number of players to succeed. Ideally, you’ll create a business plan to determine these numbers beforehand.

You’ll need to partner or make arrangements with payment providers. You will also need legal assistance to create the appropriate rules, policies, and terms and conditions. There are many more aspects to consider, but these are the fundamental elements, to begin with.