New Betting Sites For August 2022
New betting sites pop up all of the time but how do you stop the wheat from the chaff? Many newbies set themselves up with stylish sites and great looking welcome deals but as soon as you’ve signed up you quickly realise there is little else under the bonnet.
At Latest Betting Offers we have a lot of experience in vetting betting sites and on this page we show you some of the latest new bookmakers in the market that are worth a punt. We also explain who these guys are, why these sites are good and what type of punters they suit the most so you don’t waste your time with a bookie that doesn’t suit your betting.
The table below shows you the latest new online betting sites, further down the page you can read mini reviews for these and other new bookies. You can find a full list of online bookmakers on our betting sites page and you can read more in depth in our bookmaker reviews. Offers listed in the table and reviews are for New Customers Only (18+ T&C’s apply). For existing customer offers by sport/type see our betting offers pages.
Latest UK Licensed Online Bookmakers
- Guys Behind Stan James
- Independent Platform
- Proper Site Customer Focus
- Famous British Bookmaker
- Site Powered By FSB
- Sportsbook Only No Games
- Huge Brand, Founded 1994
- Run By Respected BetVictor
- Opened To UK In 2020
- Top Range & Product Depth
- Aspire Games, Huge Experience
- SB Tech Sports, Best 3rd Party
- Great Product Combination
- SB Sportsbook, Well Stocked
- AG Powered Casino, Top Games
- The Famous Football Pools
- New FSB Powered Sportsbook
- Classic Pools Still Available
- Independent All Rounder
- EnergyPoints for Sports & Casino
- High Payout Rates
- Famous Casino, New Sportsbook
- Experience From Coral/Ladbrokes
- Out Of The Box Ready
- New SB Tech Sportsbook
- Strong Brand, Well Backed
- 35+ Markets Inc. Horse Racing
- Original BetConstruct Site
- Since 2008, Now UK Licenced
- Incredible Sports Selection
- Proper Irish Bookmaker
- Traditional Values
- Amazing For Regular Promos
- New Massive Licensed Bookie
- 50 Major Market Categories
- Polish Ladbrokes, New To UK
- Simple But Effective Site
- All-In-One Betting Package
- Fast Markets & Novel Features
- Brand New Fixed-Odds Book
- Part Of Ladbrokes Group
- Massive Exchange
- Supercharge Your Bets
- Award Winning Technology
- Different To Everywhere Else
- Double Odds Any Bet (£10 max)
- All Winnings in Cash
- Points, Vast Prize Catalogue
- Exceptional Site On Mobile
- Ideal All-Rounder
- Highly Awarded Brand
- Good Mix Of Promotions
- Progressplay Sports Venture
- BetConstruct System
A to Z List of New Betting Sites
Latest Bookmaker Reviews
Parimatch are new to the UK but they are by no means a new brand, in fact they were one of the first sites to set up online launching in 1994. The company heralds from the Ukraine and has spend most of its existence in Eastern European markets but recently they signed a deal to launch in the UK in partnership with BetVictor.
This means BetVictor effectively operate the Parimatch site in the UK, this means as a customer you are under BetVictor’s gambling licence with BV responsible for your money and ensuring safe gambling. This is by no means a bad thing as BV are regarded as one of the most professional brands in the industry and highly respected in the UK.
Parimatch is therefore a white label of BetVictor but unlike most white labels this is very much more unique and better. Most white labels are poorly funded clones but this is actually BV’s first white label, the fact they have decided to do this with Parimatch says a lot about the brand. This will not be a white label that closes within a year.
With BetVictor operating the site you get pretty much everything you get with their own site, including massive markets, streaming, fantastic in-play, personalised offers and good banking options with low limits. The customer service and rewards will also be the same, meaning personalised offers a plenty.
For anyone who has played online casino games regularly there is no need to introduce Party Casino. They have been going since 1997 and were one of the first casinos on the internet under the name Starluck Casino, they rebranded to their current name in 2006. In 2011 the brand merged with bwin, who themselves were bought out by GVC (now Entain) in 2016.
The history is relevant as it explains why Party Casino have chosen to launch a sportsbook nearly 25 years after they were founded. The principle reason is they are now party of the same group that own Ladbrokes and Coral (amongst other brands) and this means they now have the resources and experience within the wider group to run a proper sportsbook. The sports product was released to coincide with Euro 2020 in 2021.
This is, therefore, very different to your typical new sportsbooks because it is absolutely out-of-the-box ready. Entain already run their own independent platforms with their own odds traders, etc., Ladbrokes and Coral are two of the biggest sportsbooks in the world. This is what you get with Party Casino Spots too, a massive sportsbook that covers all major sports and markets with streaming, bet builders, cash out, etc., all the mod cons you would expect from a leading bookie.
The fact that Party can piggy-back on the wealth of knowledge and resources available at Entain presents a unique opportunity for punters looking for a new site to bet with but who don’t want to miss out on the range of features and markets you get with the big bookmakers. The backing behind this brand also means it is one of the best for existing customer retention offers too, and of course if you like playing casino games too then this is a fantastic all-in-one site.
Fanteam started life in 2016 as a dedicated daily fantasy sports site (DFS). They were one of the first brands to bring fantasy sports tournaments and games to the UK and with the product having been extremely popular in the US for decades it has now very much caught on in Europe too.
Daily fantasy sports are still very much a key part of the site with literally thousands of games available, from daily to season long tournaments with prizes from £100’s to £100,000’s. They operate their own platform and offer games for over a dozen sports, including football and American sports, but also cricket, tennis, horse racing, eSports, MMA, etc., that are not at all common with other fantasy sports providers.
In 2021 Fanteam launched a sportsbook meaning users can now play fantasy games and place bets in the same place. The sportsbook is also an independent platform and the company, Scout Limited, have their own gambling license (i.e. this is not a white label with a cookie cutter website). While this is far from the most expansive sportsbook in the world it is an excellent add-on to the existing DFS.
Perhaps the biggest draw of this site, for me at least, is the fact it doesn’t offer any casino games. This is really refreshing in an age when every betting site is trying to push people towards slots and games. Fanteam is a great option for sports bettors and fantasy players who do not want to be distracted by games cluttering up the place.
For older generations there is no need to introduce The Pools, the new sportsbook and casino of the famous old Football Pools. If you are younger and you don’t remember much about the footy pools then please don’t be fooled, this isn’t just any new brand this is a new betting site run by one of the oldest gambling institutions in the UK.
Founded by John Moores and two friends in 1923 the pools is steeped in history and pre-dates, by a long way, online betting, betting shops (1961) and even the Tote (1928). They created the first widely available football prediction game that became loved by the working classes, decades before you could actually bet on football legally. They got around the rules by not accepting cash but only postal orders. Littlewoods were the first company to do it, based in Liverpool in a small office, they are still based in Liverpool today.
Other companies started their own pools, such as Vernons in 1925, also based in Liverpool, and Zetters in 1933 based in London. In fact, the Vernons betting site was set up back in 2007 and did very well but was closed down in the late 2010’s due to mismanagement. Vernons, however, just licensed their name. The Pools new site, established in 2021, is actually run by the same people behind the original Littlewoods Football Pools. It has taken them a long time to make the step into mainstream betting but the fact they have waited so long shows how considered their approach is and how serious they are about making a success of the new product.
Enough about the history, what about the site itself? The sportsbook and casino is driven by a third party platform provider, FSB, who provide the odds, general interface and a lot of the features. The Pools hold their own gambling license, i.e. it is them who are responsible for looking after your money and you. You get access to 25+ markets with good depth, including horse racing, some very good retention offers and a range of payment options with fair limits.
The site itself in terms of sports betting isn’t massively unique, there are similar sites out there and other sites that run through FSB. What makes the pool unique is you can still play the classic football pools and games through this site. No other site on the internet has the ability to provide you with all the modern betting products, features and tools but also give you access to famous old games that are still going on today and that people still love. For the British the pools is very close to people’s hearts and if you are going to choose a new site why not choose one created by one of the oldest betting institutions still going that are still based in the UK (this means all the jobs are UK based and they pay all UK taxes).
Vbet originally hails from Armenia, although they are now based in Malta, and despite being a new online bookmaker in the UK (attaining their licence in 2018) they have a lot of pedigree and experience running a sportsbook in Europe and abroad. This means they are fully functional and stocked with over 30,000 live events, cash out, along with a fantastic stats feature.
If you are someone that likes to have a bet on alternative sports and events then getting a Vbet account is a real must. They not only have great depth of market for the bigger sports like football and tennis they also cover a lot of markets that you won’t find with many UK facing bookmakers, such as freestyle wrestling and bowls, a well as all the traditional sports like snooker, etc.
Vivaro Bet, as they are also known, also have one of the most fashionable betting sites I’ve seen, powered by BetConstruct, with a very smooth and elegant interface and appearance. Usability is further improved by the option to pick between different in-play interfaces and even six different odds formats.
- Very Stylish Brand – Powered by BetConstruct, a first class interface.
- Impressive Sport Range – 40+ sports including more unusual options.
- Versatile – Interesting markets, unique personalisation options, and a real pleasure to use.
There are very few independent bookmakers left in the UK so this new site from BetGoodwin, recently rebranded from Goodwin Racing, is an exciting prospect for punters. They were founded back in 1997 in East Sussex and they are still there now, with all staff based in the UK and all taxes paid to the government. This makes a refreshing change from the usual new sites that tend to be white labels based abroad and with little history or connection to British people.
Goodwin Racing was set up principally for telephone betting originally and to say they were successful would be an understatement given they became the biggest phone bookie by volume in the UK in the last three decades. Those who like race days will also recognise the name from on course pitches they have at many courses, they also have a betting shop in Uckfield where they are based.
It has taken Goodwin Racing a long time to move online but some things are better if you wait for them. They have obvious experience and knowledge in the UK and understand British customers well but they don’t necessarily have the online know how. This is why they have partnered with a leading 3rd party sportsbook provider, FSB technology, to provide the online site. This is a good match and delivers an all round excellent site and experience.
BetGoodwin are known for racing and this sets them apart from many new sites who either don’t offer it or have weak products. This doesn’t mean they also don’t have all the other sports and markets you expect pre-match and in-play. One thing you may like about BetGoodwin is it is simply just a sportsbook, no games, slots, bingo, casino, etc., that brands try to push on you. A perfect site for those that like UK independent bookies who employ people here and all the taxes and have a rich history.
You will likely of heard of Kwiff from the numerous ads they run advertising their most novel and unique feature, being ‘kwiffed’. This is a process whereby any bet can be randomly selected to receive an odds boost at the time you place the wager. This can turn any bet on any market, singles and accas, of any size stake into a much better value bet.
The minimum stake is just £0.10 and any bet can be supercharged at random. The system is controlled by an algorithm that means you never know if you are going to be ‘kwiffed’ until the bet is made. A Kwiff can turn smaller odds into much bigger odds, far bigger than any boosts or power ups given out by other bookies. You can also get kwiffed when you cash out, meaning you could end up with a cash out amount far greater than you were expecting.
The company launched in 2016 as a mobile-only app offering but recently have undergone a revamp meaning it is now available on desktop and mobile sites too, making it more of a complete site. All major sports are covered, including horse racing, with the usual depth you would expect form a top bookmaker. Kwiff also offer a full suite of slots, live games and table games in their casino.
Kwiff has a set up that customers love, this is evident by the millions of people that have signed up. Rather than feeling you need to place a certain bet to get a boost you can bet more freely on whatever you want to and if you are lucky you may get far more than you thought you would.
Betting sites these days have become a bit of a sprawling mess, trying to cram too many different products onto their sites you can end up clicking through 10 pages just to find the odds you want. This is something BetTarget have not done, they have designed a very nice site that manages to showcase thousands of different betting markets in a single space. It is a little bit like the way bet365 do it and that is a huge compliment for such a new site.
The site may be new but it is owned and run by Aspire Global, who also run Karamba and a load of white labels (BetTarget is not a white label it is owned by AG). These guys know a thing or two about what different types of customers want and they have set the stall out for BetTarget as a proper punters betting site. I must say they have done very well at that.
There is a casino and live casino available but it is not in your face, you can play games if you want to but if you are ultimately there for placing sports bets and find the gaming a distraction then I think you will like Bettarget. Getting to any market can be done in a maximum of two clicks, the in-play interface is especially good allowing you to get bets on quickly when it matters. They back this up with a range of payment methods, all £10 minimum deposit/withdrawals, cash out, accumulator offers, etc., all the things you would expect these days from a site.
Bettarget will not be for everyone, but then that is part of the point, they are not trying to run a site for everyone, they are running a site for people who like to place sports bets easily. The brand name is fairly apt.
Luckster has a loose Irish theme to it and on the face of it the site doesn’t look all that much but that is actually part of the point. This isn’t a site that has been built to appeal to the eye so much, it’s been built to offer the best products, markets, games and promotions. It is designed for people that want a proper betting site that has both a full sportsbook and casino rather than a site that looks good with little under the bonnet. Luckster is kind of like a Ferrari with the body of a Renault.
The site is operated by the Aspire Global group, who run a lot of sites and are regarded as one of the best third party providers. They hold the gambling license and are responsible for you and your money. The brand is owned by Marketplay, who’s flagship brand is Mr Play, a very well liked sportsbook / casino.
Ultimately what makes this site is Aspire Global have access to a very impressive library of slots and games and they know how to run a casino. They then have partnered with SB Tech, a third-party provider who specialise in building sportsbook platforms. SB Tech are frankly the best third-party sports betting platform there is and provide a choice and depth of betting markets that rival the high street bookies. Odds are also competitive and promotions for existing customers are good, plus in-play betting is excellent.
In some ways you can view this as a white label cobbling together aspects of sports and casino but in other ways you can view it as a high class combination of products from leading providers to make a very good all round site.
ZetBet is a sister site to Luckster Sport and Mr Play, who you can read about on this page. The main USP with ZetBet is they are set up in a way to maximise the experience and resources for both games and sports creating one of the best all round gambling sites. A top option for those that enjoy multiple different betting products.
The casino side is operated by Aspire Global, these are frankly one of the most experienced and best casino operators in the business. They have been around a long time, have a multitude of successful sites and ultimately have a huge selection of licensed games to choose from.
The sports side is driven by SB Tech, who we believe are the best third party sportsbook provider in the business. This means it is out-of-the-box ready from the get-go, stocked with all the markets and features you would expect from a leading sports betting site.
ZetBet itself is owned by MarketPlay, who’s flagship brand is Mr Play, and these guys have a strong reputation in delivering user oriented brands with very good retention. Often when you combine different operators together it doesn’t work but this is an example where it does. Combining experience from different niches to create an overall product that is better than the sum of its parts.
BetZone was launched in 2021 but it is, in fact, the latest online site provided by Bet21 Limited, they are the guys who run Megabet that was formely Stan James. Stan James as a brand was sold to Kindred (Unibet) but Bet21 took on the 47 shops across the UK. This meant they managed to get all of the experience and knowhow from a well recognised high street name dating back to 1973. It is this combination that makes BetZone a proper player in the market not just some short lived new white label like most other sites.
While Bet21 and those behind the original Stan James brand provide the brand and the general customer focused ethos, including a big drive towards safe gambling, the site is operated by Playbook Gaming Limited. These are the guys who hold the UK gambling license, run the platform and who are responsible for you and your money when playing on the site. Playbook have created their own independent platform, shared with some other brands, which makes a nice refreshing change for a new site.
As you might expect from a brand that comes from Stan James there is a big focus on traditional sports like football and horse racing but make no mistakes this is a proper betting site that covers all the sports you would want, including things like eSports, specials, politics and many European focused sports not well covered outside of the big brands.
This is a great alternative for someone looking for a different site to the big well known names but who still want to maintain the same level of choice and features. Both Bet21 and Playbook are also UK based, meaning they employ people and pay tax in the UK, again unlike most brands that are now based in Gibraltar or Malta.
There are many new sportsbooks popping up from online casinos these days, but frankly, most are not worth the effort and will never replace your existing bookmaker. It is nice, therefore, when every once in a while a long established casino brand like Karamba launch a genuinely credible sportsbook.
Spawning from an already successful casino means the range of banking and support options available are already set up and ready to go, and the suite of regular customer promotions has been adapted to appeal to sports bettors and casino players alike. This is a site perfectly placed for anyone that enjoys gaming and sports betting in equal measure.
The casino is award winning and runs on a platform that provides games from scores of top software providers, meaning you can access lots of new titles from one single account. The sports betting package boasts over 35 sports with admirable depth pre-event and in play for one so young. This is supported by plenty of popular betting features.
Style is everything with this company, they have personality and that makes them instantly recognisable – the parrot no doubt helps. Anyone fed up with boring old site after boring old site will want to give Karamba a look in, it’s an acquired taste perhaps, but one that is certainly worth sampling.
- Perfect Integration – Both the sports and casino sections are great on their own, but perfect together.
- Well Stocked – The average standard punter will not want for anything.
- Unique Style – Love it or hate it this brand has a personality.
Grosvenor are one of the most recognisable names in the UK; having run casinos since the early 1970’s, they are now Britain’s biggest casino brand. The famous operator has also added a sportsbook to their offerings, but unlike other casino sites with sports products attached, this one isn’t half baked. There are more markets and features available here than with some self-proclaimed sports bookies, with horse racing down to chess, sumo, politics, and squash all covered.
This is the best site I have seen in ages for all-round bettors, those of us that like to play games and tables but also want the convenience of having a fully resourced sportsbook available. Unless you wager on some really strange markets or bet types you’ve got everything you need here, and you can also bet from one account balance thanks to the new Grosvenor One scheme.
- Double Act – Excellent for those that love casino and also want to bet on sports.
- Trusted Name – Renowned and respected country wide.
- Grosvenor One – New take on loyalty which links real life play to online play.
STS Bet is a huge betting brand from Poland and is as well known over there as the big 5 are over here, so although they might be a new face to UK punters they pack much more of a punch than most new bookies.
They offer a very large sports list which offers enough range and depth to compete with the big brands in the popular categories, as well as bringing more to the table than most in some niche categories like esports. The absence of horse and greyhound racing was an issue for some time, however, they added racing to the book in 2022. The book has a focus on some more unusual categories, which will suit the curious among you.
When it comes to banking and their terms STS prove to be a very fair bookmaker that won’t mess you around, and the fact that they offer 24/7 support demonstrates that they take customer satisfaction seriously.
They have launched with an impressive well-designed product which also includes a casino and live casino, but anticipation for what comes next is high. Operating from their own gambling license shows they mean business, so getting in early could prove beneficial if they have a few tricks up their sleeve to cement their position in the UK.
Mr Play are a co-owned by Aspire Global and Marketplay LTD, which seems to create a good mix of big solid backing from Aspire with personalisation from Marketplay. The brand, launched in 2017, has a more unique feel to it than the other AG sites in the network and this has given them success in the gaming market over the last few years.
The casino boasts games from over 20 of the biggest developers, such as SG, Play’n Go, NetEnt, Microgaming, IGT and Realistic (to name a few) and this has resulted in a lot of players using the brand regularly. In 2019 Mr.Play launched a sportsbook and as with the gaming side this was fully loaded from the outset.
Being SB Tech powered means this is a serious book for proper bettors, not just a casino add on. The likes of 10Bet use SB Tech and they are regarded as a leading established betting site. This means you get over 35 sports (including horse racing, not very common with new sites), >10,000 pre-match markets a month, one of the best in-play products, and innovative features such as Pulse Betting.
The big backing behind the brand also means they have a suite of banking options, great customer care, and respectable promotions. The more personal element of the partnership also shines through though giving the brand a less corporate feel.
ProgressPlay are known as a major player in the casino and gaming world running hundreds of sites and white-labels, Ruby Bet, however, is one of their first moves into the sportsbook market and therefore they are putting a lot of resources behind this brand.
The sportsbook platform they use is from BetConstruct, who are regarded as having one of the best looking and most intuitive interfaces and designs and are probably the best around for in-play betting and features.
The gaming side of things is obviously amazing as a ProgressPlay brand, as you have access to literally thousands of games from 50 different software developers. This site is therefore clearly aimed at bettors that want to have a fully capable sportsbook but who also want a world class casino attached.
Market availability and depth is brilliant, but you would expect that from a BetConstruct site. Ruby Bet are especially good at covering sports outside of the UK although it is worth noting that horse racing is not available and so may not suit all traditional punters.
QuinnBet are a new brand established in 2017 that are wholly Irish owned and who host their new sportsbook-casino on the very well regarded FSB patform (they hold thier own UK license). This allows the company to use an off the shelf product and then add the features and markets they want to make it their own.
One way that QuinnBet have created their own style is by providing a ton of regular customer promotions, to the extent that it would make Paddy Power blush. You can get some serious added value here ranging form long term loyalty offers and short term event specific promotions, and they aren’t always focused on the most obvious sports either. This brand really do cover all bases when it comes to looking after existing customers.
There is still a ways to go as far as adding new features is concerned – live streaming is currently only offered on horse and greyhound racing – and more payment options would be welcomed, but for a new company they are streets ahead and the way QuinnBet look after their users alone makes them worth opening an account with.
They cover everything your average bettor might want to wager on, and are especially good for Irish sports (surprise, surprise), and even though market depth can’t match the big names quite yet, at the rate QuinnBet are going I wouldn’t imagine it will be too long before they catch up.
- Epic Promotions – More offers for regular customers than pretty much anyone else, especially new sites.
- Customer Focus – Valuing customer loyalty is more than a sound bite with these guys.
- FSB Powered – Running on the exceptionally functional FSB platform.
EnergyBet may be another sportsbook that has spun off from a casino (EnergyCasino) but given the quality of the brand and its reputation for low margins and great payouts I am excited about the potential for this brand.
Licenced in early 2017, the sportsbook, driven by Betcontruct software, is far better than most new sites can provide. There are thousands of markets available on the site even at quiet times, with a sports range bigger than some of the UK’s most well known bookmakers. This is a top site for those who like variety when they bet, especially those looking for something new.
As a bookmaker for existing customers this is an equally marvellous option. Energy Points can be earned for sports as well as casino bets and can be converted for cash and freespins.
- Vibrant Site – Different to typical online bookies, very distinctive.
- Energy Points – Earn points for sports & casino activity, convert to cash or prizes.
- Different Markets – Lots of interesting markets you might never have seen before.
LeoVegas are one of the most popular and famous online casinos in the world. The multi-award winning brand now have a sportsbook too, and based on their history in the world of online casinos this is turning out to be a fantastic betting site. Already the site is well populated with all the major markets and depth you would expect (including horse racing) with some great honest prices on all lines.
LeoVegas have won the mobile casino operator of the year crown several times – many bookmakers have tag lines but LeoVegas certainly live up to theirs: “king of mobile casino” – and I am sure the title “king of mobile sports” won’t be too far behind. They are also well known for rewarding their casino and sports customers with excellent promotions.
The brand began life in Sweden and are now based in Malta. They have maintained the typical Scandinavian focus on the user by providing classic features in an easy to use way. Forget all the flash and graphics, they have designed a site that is genuinely useful rather than pretty but useless. This is particularly welcome on mobile and especially on slower connections.
The LeoVegas casino has one of the highest customer retention rates around, as well as true commitment to responsible gambling, and that should tell you something about how they will develop their sportsbook going forward.
- Award Winning – More mobile awards than anyone else.
- User Focused – Simple and clear, honest and easy.
- Safety – No one does more to protect their customers.
Mr Green is all about delivering a vast number of betting markets and games with a style and grace you rarely find online. The company are famous for their industry leading casino games catalogue and have received more awards for innovation than any other company in the last decade. They have clearly invested more than they needed to in order to develop their superior website as well.
If you’ve played much online casino you will likely have heard of Mr Green. Established back in 2007, the exceptionally sophisticated company have won tons of awards and are regarded as one of the most user-focused brands there is. Offering over 1400 game titles from a huge range of the best software companies out there, few others can compete in terms of gaming.
In 2016 Mr Green launched sports betting and they didn’t do it have halves. Putting the same effort into sports as they have with casino they have created an excellent sportsbook that could quite happily stand alone as an online betting site. This is not a casino that has a sportsbook clinging on to the side, it is rather one of the most complete betting and gaming sites the internet has to offer.
- Exceptional Appearance – The best dressed site on the web, seamless functionality.
- Green Gaming – Innovative responsible gambling controls that have won a number of industry awards. A company that cares.
- All in One Package – With so many games and betting options on the site there is little reason to go anywhere else.
Groups & Third Party Software Providers
Since the internet boom of the early 2000s, this has been a tailor-made arena for one of the fastest growing industries over the past two decades.
As a result, the iGaming and sports betting industry exploded, with significant growth in the form of existing big bookmakers starting a multitude of different brands in the form of websites aimed at various niches.
These are known as sportsbook groups each of which have their own unique identity though come in many various sizes. And then there are sportsbook platforms who service a number of different sportsbook group companies, providing them with their own customised websites and/or other services.
Most new sites no longer spend the heavy resources needed to develop their own interfaces and produce their own odds. It is much cheaper and efficient to use a ready made third party package, either with a fully managed or partially managed solution. This has many positives, such as sites being fully stocked from their launch, but also negatives, such as sites in the same group looking the same and offering very similar features and markets.
Below we look at some of the major sportsbooks groups and platforms to help you understand who you are betting with.
Major Sportsbook Platforms
These have become more and more well known in recent years, because most of them leave their own footprint, meaning the savviest of gamblers and enthusiasts can recognise similarities between different firm’s websites, who work with the same platform provider.
Let’s take a look at some of the major sportsbook platforms and the companies that they work with.
One of the biggest sportsbook platforms out there, this giant has gone through aggressive growth since launching in 2007. Owned officially by SB Tech Limited, located in Bulgaria, the company has a very strong affiliation with compatriot 10Bet (owned by Blue Star Planet) who use their platform to drive their website.
Also under their purview is Mansion Bet (Mansion Bet Holdings), Give Me Bet (Argyll Entertainment AG who also run Red Zone Sports and Sport Nation.Bet), and NetBet (NetBet Enterprises Limited), among a series of others.
A Goliath in the world of sportsbook platforms, FSB (owned by FSB Technology Limited) was founded in 2007 and has witnessed highly impressive growth, with no less than 25 major brands connected to them, resulting in 10s of thousands of bets per second being processed by their technology. The company did however, have one big advantage upon launching, being backed by the founder of Betfair which means that they had a considerable amount of resources to tap into.
With the likes of 138Bet (Fesuge Limited), Genting Bet (Genting) and QuinnBet (Belbridge Consultancy) under their direction, the London based company is very well positioned to grow strategically in the future.
A behemoth in this particular micro-niche, the Malta based company has swiftly become the go-to for the industry’s major brands and has a sterling reputation in this sector. Owned by Kambi Group PLC, it is actually a spin off from the Unibet Group.
With a highly robust product range and equipped with some of the best talent in the industry, it is easy to why so many well established brands trust them with their sites. These include 32 Red and Unibet (both part of the giant Kindred Group), Mr Green (Mr Green Limited) and Grosvenor (Rank Group).
Now owned by SG Digital, OpenBet was founded in 1996 as Orbis Technology and have been providing sports betting technology solutions ever since to some of the biggest brands in the industry. Responsible for producing every kind of software provision, OpenBet are extremely versatile when it comes to supplying their clients with everything that they need.
Under their original name, the company launched its first product in 1998 for the football World Cup called betonline, which was a joint venture between City Index and Sporting Life, while Openbet Casino followed soon after.
Following a takeover by NDS in 2000 – a news corporation company and technology provider of digital television, NDS later acquired NT Media in 2005 and then Electracade in 2008.
Renamed OpenBet in 2010, NDS then added Alphameric Solutions to its portfolio, which was a software company supplying retail products and as such, this later became the retail division of OpenBet.
A year later, NDS sold OpenBet as part of a £208 million management buyout, backed by private equity firm Vitruvian Partners who then sold the company in 2016 to NYX Gaming Group.
Merely a year later, NYX was acquired by Scientific Games Corporation, with OpenBet becoming part of the SG digital division in 2018. OpenBet have some of the biggest names in sports betting in their portfolio, with high street giant William Hill (William Hill PLC) tracking them down at the turn of the millennium.
Eager not to be left behind, Coral and Ladbrokes (now both owned by Entain PLC), sought their services, while since then, PaddyPower and Betfair (PaddyPower Betfair) have also joined up, in what is arguably the most prominent client list of any platform in this space.
Playtech BGT Sports
While Playtech has been around since 1999, their sports arm of the company was actually launched in 2016 and provides betting software for betting terminals and digital products in an array of different countries. It was formed when Playtech bought Best Gaming Technology GmbH, which was subsequently merged with the company’s only sports division before being spun off to effectively run as more of a separate entity.
As a company, Playtech typically pride themselves on being a cut above the rest and it was always the philosophy of original founder Teddy Sagi to have the best talent at their disposal, a trend which has continued. Due to this, Playtech’s products are highly customised, considerably stylish and feature virtually every tool and integration imaginable.
Generally, the operators who run the Playtech technology and services, are usually a tier above the rest, due to the significant prices that the company charges, compared to the standard ‘white label’ provision that is offered by the likes of FSB. Playtech lists William Hill, Coral, Ladbrokes, PaddyPower and Betfair among its clients.
Founded in 2003 in London, Bet Construct can take credit from the fact that they have attempted to differentiate themselves from the rest of the competition, by taking more of an innovative approach with an emphasis on design and flexibility, which means they don’t create sites based on traditional bookmaker brands.
With companies such as VBet (Vivaro Limited), Royal Panda (Royal Panda Limited), energybet (Probe Investments) and betboro (Webmedia Development N.V), they have subsequently forged their reputation in smaller European markets, where there is less competition.
Initially, it was a Lithunanian poker player by the name of Tong G who launched the Tony Bet site in 2009 as a way of trying to enhance the user experience, rather than solely focusing on getting players to make deposits and wager bets with continuous regularity. As a result, Tonybet grew considerably and became successful in Lithuania, however, instead of selling out to a huge company, it continued on the path of reinvesting in order to make its product even better.
This ultimately paid off in 2016 when the site was sold to Betsson, which then subsequently enabled the company to move into new markets. Since its acquisition, the Tonybet brand has become considerably big across Europe and the UK, with punters fans of its innovative system.
Due to the organic approach of the company, which has seen them apply a lot of thought to the improvements of the site, Tonybet started to allow carefully selected brands use their platform and license as a white label, such as 22Bet (Marikit Holdings Ltd Casinos).
There is also a fair share of sportsbook groups, most of which are powered by the aforementioned platforms. These groups comprise of a number of very well known sportsbook brands, many of which have been the subject of multiple mergers and acquisitions over the years.
Entain PLC (GVC Holdings)
Without a doubt, this is the biggest sportsbook (and online casino) group in the world, with in excess of 20 casino, bingo, poker and sports brands in its portfolio.
The brands that they have which are either primarily or also sportsbooks include bwin, Eurobet, Crystalbet, sportingbet, sportium and most recently Ladbrokes and Coral, who were bought in 2018 for £4 billion following a merger between the two companies only two years previously which saw them rename as the Ladbrokes Coral Group PLC.
This deal was their second biggest flagship acquisition in the space of two years; in 2016 they bought bwin for £1.1 billion which helped to pave their way into the more serious sports betting market.
888 Holdings PLC
Essentially, 888 are almost virtually brand focused and subdivide each of their products under a separate 888 entity. As a result, the company has independent websites for casino, poker and also sport, though it does have a number of bingo brands under different names as well as 777Casino.
In addition, 888 have quite a comprehensive B2B division which has a number of different software and enterprise companies which not only supplies technology to their own brands, though also a number of others, especially in the bingo sector.
When two of the biggest and arguably most innovative bookmakers ‘merged’ in 2015 (PaddyPower retained slightly more control), they formed a sportsbook group capable of big things and challenging the industry’s big players in the corporate space.
Comprising of their own two brands, they also have Australian giant sportsbet.com.au, fast growing Georgian betting brand, adjarabet.com as well as highly popular daily fantasy sports betting site FanDuel.
White Labels and Third Party Feeds
As referred to at times throughout, a white label is based on the premise that software companies create a platform and then license these out to gambling companies so that they can rebrand them as their own.
These are very common in the iGaming and sports betting industry with some of the biggest software companies also offering a fully managed solution, which integrates third party feeds such as odds and other highly innovative features.
Some operators like to pick and choose the best features from an array of white label companies to create the customer experience that they were aiming for.
Only Bet with Licensed Bookmakers and Betting Sites
There are a few things you should look for when you sign up to a new betting site, the most important of which is are they licenced to operate in the UK. Before we get into this I want to tell you that we only list UK licenced bookmakers at LatestBettingOffers.co.uk and so you and your funds are protected under UK law with any betting site you register with through us.
It is illegal for betting sites to operate in the UK without a licence issued by the Gambling Commission. All operators must show their licence at the bottom of their pages and so one easy way to check is simply to scroll to the end of the home page and check their licencing details. Below is an example from a leading online betting site. You can also visit the Gambling Commission directly and search for the operators website, this should bring up their licence number and details. If this information is not displayed on the home page then this should be a warning that the bookie may be unlicensed.
Not all bookies are licenced in their own name but are licenced under the name of a holding company (e.g. NetBet are licenced under Cosmo Gaming Company Limited) and some are licenced under the name of the platform that runs the site (e.g. Titanbet and Winner are both licenced under PT Entertainment Services Limited). Either way the name of all sites under that licence will be listed on the Gambling Commission licence page, so long as the site name appears there you are covered by law.
- An open and honest industry, such as clear terms and offers and no misleading information.
- Responsible Gambling and the protection of minors and venerable age groups.
- Bookies must know their customers to prevent crime and fraud, this is why you have to prove your age, address and location.
- Providers hold your funds in a separate secured account.
- They must take complaints seriously and do all they can to resolve them and if they cannot they must use a betting adjudication service such as the Independent Betting Adjudication Service (IBAS).
If you choose to bet with an unlicensed bookie then you will have no legal protection in the UK. If the unlicensed betting site decides to close down, not pay out or even sell your bank details then there is little that UK law enforcement can do to stop them.
There are so many great licenced UK online bookmakers with great offers, odds and features it really makes very little sense to bet with an unlicensed operator.