New Betting Sites For 2020
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
- Brand New Fixed-Odds Book
- Part Of Ladbrokes Group
- Massive Exchange
- New Massive Licensed Bookie
- 50 Major Market Categories
- Polish Ladbrokes, New To UK
- New SB Tech Sportsbook
- Strong Brand, Well Backed
- 35+ Markets Inc. Horse Racing
- 50% First Deposit Bonus
- All-Round Betting & Gaming Brand
- Strong Accumulator Offers
- Matched Deposit Bonus
- By Bettors For Bettors
- Own Platform, Nice Site
- Two £10 Free Bets
- On Your First Bet
- High Stakes Offers & Points
- Deposit Matched To £50
- Continental Outlook & Markets
- Nice Looking Tonybet White Label
- Matched £5-25 Free Bet
- Since 2008, Now UK Licenced
- Incredible Sports Selection
- Solid BetConstruct Site
- Impressive Market Range
- Awesome In-Play System
- Best Site Ever For US Sports
- Bonuses Available
- Supreme Rewards Program
- Exceptional Site On Mobile
- Ideal All-Rounder
- Highly Awarded Brand
- Bet £10 Get £10 Free
- Responsible Operator
- The Gentleman's Betting Site
- Good Mix Of Promotions
- Progressplay Sports Venture
- BetConstruct System
- £1 No Deposit Free Bet
- Proper Irish Bookmaker
- Amazing For Regular Promos
- Double Odds Any Bet (£10 max)
- All Winnings in Cash
- Points, Vast Prize Catalogue
- Matched Deposit Free Bet
- ProgressPlay New Sports Site
- BetConstruct Platform
- £10 Insurance First Bet
- Old Hand With Modern Products
- Massive Brand, Established 1965
- Simple Welcome Offer
- All-In-One Betting Package
- Fast Markets & Novel Features
- 100% First Deposit Bonus
- New Site From Argyll Group
- Known For Valuing Loyalty
A to Z List of New Betting Sites
Latest Bookmaker Reviews
22Bet are a white label operating using the platform and license of a very successful betting site we also list here, Tonybet. The parent brand is an independent company set up by a former poker player with customers in mind, and 22Bet is built very much in the same ilk.
This is the only white label attached to Tonybet and this means the site has many unique qualities you don’t get with the many SBtech and FSB clones out there. The site is based on a brand that has built itself up over more than a decade too and this shows through the deep products and depth of features.
This means a full suite of payment options with low deposit and withdrawal limits, high payout levels and good processing times. They also boast 24/7 customer service along with a user friendly well thought out interface from Tonybet that has been fashioned through years of use.
For a new site you would be spoilt with the market choice, especially if you like things beyond the usual sports. With more of a European pedigree this site is superb for the more niche markets as well as more modern sports such as eSports. For some sports, like F1, they have an incredible market selection. It is worth noting they don’t do horse racing however.
In terms of gaming this site is incredible too, the casino and games sections are not an attachment, rather this is a fully fledged gaming site in its own right with over 20 software providers. This is certainly not some poorly funded white-label as so many others and they offer unique opportunities to new players.
- Not Like Other White Labels – Using An Independent Platform
- Fully Stocked – With Features, Markets, Payment Options, etc.
- Massive Games Software Choice
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 and virtual sports. The absence of horse and greyhound racing might be an issue for some, but the inclusion and focus on some more unusual categories could well make up for it with 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, live casino, and live bet games, 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.
Before you get confused this isn’t a bookmaker for just betting on Middlesbrough! Betboro were founded in 2013 by Webmedia Development N.V. but have been re-vamped of late and so for the vast majority of people this is very much a new betting site.
The site runs on the stylish and incredibly functional BetConstruct platform, with a similar look to the BetConstruct brand VBet. The interface is exceptionally easy to use and navigate and deserves special mention for the in-play system. The theme of the site is a sleek and professional black and green with a focus on making markets and odds stand out for users.
Market coverage is impressive, with deep worldwide markets for football and other traditional sports. It is the coverage of less well known sports that makes BetBoro stand out, however. With this site you can bet on everything from Biathlon to Water Polo, making it suit almost all punters – although it is worth noting that horse racing is not available at present.
A full casino and live casino is available and the brand also offers many features you do not see with smaller operators, such as statistics, match previews and sport schedules. Banking methods on offer are good with low minimum deposit limits and high withdrawal limits, including fast processing times of just 12 hours. They also have 24/7 customer services, medium level deposit protection, cash out and some streaming.
Bethard have entered a very competitive market with a very innovative idea. Instead of trying to beat the big bookies with offers and flashy features they have instead focused on what matters to every single bettor out there, a good solid product with lots of choice.
The site began life as a gaming site focused on the Scandinavian market but has expanded in recent years, launching a sportsbook in the UK in 2018. The brand is powered by SBtech, which I think is the best third party platform provider for user experience.
Having a European origin means they have a wide ranging book with markets on sports less commonly found in Britain. This doesn’t mean they don’t cover everything else though, they even have horse racing which many newer sites do not include. The fact they have been established since 2014 also means they are well stocked in terms of banking options, features (such as cash out), customer support and with decent limits.
Given their origins in gaming, Bethard have a full casino with games from Microgaming and Netent; making it suitable for those that want good sports odds but also want a good games selection.
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.
ProgressPlay brands are not uncommon by any means but most are gaming sites whereas Vstar Bet is a sports betting site as much as it is a casino.
Launched in 2018 the site is backed by one of the most powerful entities in online gambling, this is evident in the number of markets and features they can provide as a new site. Like many modern non-UK based brands they do not offer horse or greyhound racing but if that doesn’t bother you they more than make up for it with the range of sports they cover. If you like betting more widely on different types of sports, events and leagues from around the world Vstar Bet is an attractive option.
Of course, if you also like gaming then you are more than spoilt with the site offering games from up to 50 software providers at any one time, from big names like NetEnt and Microgaming to smaller more bespoke developers. In total this equates to thousands of slots, jackpots, live and table games.
Again being backed by a big company means the site boasts lots of banking options, features such as cash out and a suite of existing customer promotions. In fact, this is one of only a fraction of brands that give offer for more ‘minor’ sports, such as F1. The site runs on the BetConstruct platform too, which is one of the more better looking ones and brilliant for live betting and feeds.
Most new betting sites come along backed by some investment firm, they build a site and then sit back waiting for traffic – which often doesn’t always follow, the site goes stale and eventually closes down.
GiveMeBet on the other hand are the new betting arm of GiveMeSport, a sports media company that are Facebook’s biggest single page publisher in the world. They are social media giants with over 25 million likes and followers, double that of the BBC and a third more than ESPN. They therefore certainly know how to deliver an enticing and engaging product. This is a similar set-up to Sky and look how successful their betting product has become.
The idea, according to the company, is GMB appeals to the informed better, who has digested the content on GMS, and then takes that info into GMB to place a bet. This without doubt the best betting sites for sports related news for obvious reasons.
The sportsbook went live in late 2018 and runs under the Argyll Entertainment license, this is the company behind two other good brands we list, Sport Nation and Red Zone Sports, both of who are known in particular for their loyalty and rewards schemes. The site runs on the SBtech platform, the best around, and has all the features and markets you would expect from a serious online bookie.
The Bragg gaming group, the owners of GMS and GMB, also own Oryx Gaming and so as you would expect they have a pretty damn good casino section, offering lots of games from leading providers, making this a very complete package.
- Sportsbook Companion to GiveMeSport – leading Facebook sports news provider, bigger than ESPN
- Part of the Argyll Group – Known for respecting and rewarding existing customers
- Best Sports News Of Any Bookie Ever – This is a bookie based on a sports news provider afterall
MansionBet is the sports betting product of the Mansion brand, very well known as a big player in the world of online casino. This is not however a casino with a little sportsbook attached, rather this is a well resourced all-encompassing betting and gaming site.
Most people that watch football will have heard of MansionBet; sponsors of many high profile clubs including Spurs, Palace, and Bournemouth. This is a sign of how seriously the company take delivery of a good sports product and how much they are willing to invest to be seen as more than just a casino.
The wealth of experience particularly shows through strong offers, especially for accumulator betting on all sports. The depth of market is very big, especially compared to other casino-sportsbooks, with 30k+ live events each month and a range of features including cashout. Perfect for anyone that likes to play games but wants a top class sports betting product to go with it, or equally a sports bettor who likes to play casino games on the side.
- SBTech Powered – A great looking site with high end features and functionality.
- Top Football Betting Site – Sponsors of many high profile Premier League teams, 80 countries covered.
- Well Known & Resourced – Happy to put their money where their mouth is.
Tonybet is another site that is new to these shores having attained their UK gambling license only relatively recently, but they are well established elsewhere having been set up over a decade ago in 2009 by a former famous Lithuanian poker player, Tong G.
What you get from Tonybet is a totally independent betting site with its own platform, features, odds, news, blogs, stats, markets, banking, support, etc. This means no compromises for what they want to provide to their punters and it also makes the brand unique, unlike the many white label clones you see today.
Being a well established European brand, this is a site that is perfect for those that like to focus on things other than British football and horse racing (in fact, they don’t offer racing at all). This means if you like more global events and sports you will find more here than with your average UK-focused site.
It is also one of the only places to get promotions for certain types of events, and as they set their own prices they are also more competitive in these areas than the average British bookie – you can find some great prices here.
- Not Corporate – Created by a bettor, for other bettors.
- Lithuanian Betting Site – More of a European outlook with some hard to find market availability and tons of betting lines.
- Independent Platform – They are in full control of their operation, odds, markets, and offers.
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 four different 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.
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 (who also hold the 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.
Novibet are originally a Greek bookmaker that have been around for the best part of a decade, established in 2010. They are however new outside of Greece, and to the UK.
They deserve special not as a modern betting website because they are independent and not a white label. Everything you see is developed by them, which is becoming very rare these days, and this means they have full control of their operating system and all the features. Therefore if you are looking for a new site with its own look feel, character and unique aspects then this is a good option.
Being more European you can find events and markets here that you will not find with all UK-only sites. They have a strong depth of market and as they have their own traders are also competitive on odds. Promotions for customers are also good with 5 or 6 money back / free bet offers at any one time. Football and acca fans especially can find value here.
The other benefit of being an established site coming into the market rather than brand new is they have more features. You can for example use PayPal or other eWallets to deposit and withdraw, they have genuinely good statistics, scores and blog features, and if you like to play games the casino and live casino is partnered with some high profile providers such as NetEnt and SG Gaming.
Other attributes worth mentioning as they are better than the norm is the in-play section and the customer service options. Novibet are part of Novigroup Limited and have offices in Greece, Malta and the Isle of Mann (from which they are UK licensed).
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 ost 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 marvelous option. Energy Points can be earned for sports as well as casino bets and can be converted for anything from cash to holidays.
- 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 comp points, freebies and prizes.
The brand began life in Sweden and as with operations 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 – Award winning, 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.
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.
If you’ve ever been out in a city centre to play casino then there’s a 50/50 chance that you played in a Genting Casino. The company have been around for over half a century and have established themselves as one of the biggest gambling operators in the world. Genting now run an online sportsbook, called Genting Bet, and as you would expect from such a big experienced brand this site has a lot to offer the right punter.
Genting Bet is much more sophisticated than your typical casino-sportsbook offering. They have all major sports (inc horse racing) covered in great depth, but tend to keep more niche sports out of the way. Decent regular promos are available and they tend to be a bit different to the norm, and of course, as one of the best casinos in the world their online casino is bang on trend – they even have cross product promotions that link the two.
Market range and depth, sports coverage, features and regular promotions are much better than you would find with most other new sportsbooks, but then, Genting Bet has a bit of a head start don’t they.
This is a perfect site for bettors who also like casino games but don’t want the hassle of opening a second account, it’s also well suited to those that like to bet quickly rather than researching for hours.
- Great Mix of Old and New – Fantastic combination of experience and innovation.
- Over 50 Years Old – Massive brand, tons of experience, lots of resources.
- Simple Clean Experience – Perfect for the average bettor that doesn’t want to get bogged down in extras.
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.
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), Grosvenor (Rank Group), Betsafe (Betsson) and 888 Sport (888 Holdings).
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 GVC Holdings), 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.
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.