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New Betting Sites For September 2021

newsitesNew 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

Bonus For New Customers Only, T&C’s Apply, 18+, #ad
Bonus (T&Cs Apply)
  • Famous Casino, New Sportsbook
  • Experience From Coral/Ladbrokes
  • Out Of The Box Ready
T&Cs apply 18+
18+ . New customers only. UK residents only. Minimum deposit £10. Minimum eligible bet £10. Min odds: 2.00. Free bets and bonus credited on eligible bet settlement. Free bet stakes are not included in returns. Casino bonus wagering is 50x and the bonus expires in 30 days. Free bets expire in 7 days. Certain deposit types are excluded. T&Cs apply. #ad
  • Regular Customer Deals
  • Independent, Own Platform
  • Lots Of Features
T&Cs apply 18+
18+ | UK new customers only | KYC verified |Max £20 free bet | Min £20 bet | Min odds 7/10 (1.70) | Bonus Code: EXTRA10 | Free bet stake not returned | Certain Markets/sports/payment methods restrictions apply | Qualifying bet must be made within 3 days | Free bet valid for 7 days | T&Cs Apply | General Promo Terms Apply #ad
  • Trade Shares In Football Teams
  • Buy & Sell Anytime
  • Performance Affects Value
T&Cs apply 18+
New players who join SportsBroker between 7th December 2020 and 21st December 2021 will automatically be eligible for the offer. Users who qualify for the refund must email with their username and the SportsBroker team will refund the amount back to their SportsBroker account balance as cash within 7 days. 18+ only, full T&Cs apply. Play responsibly. #ad
  • Huge Brand, Founded 1994
  • Run By Respected BetVictor
  • Opened To UK In 2020
T&Cs apply 18+
New Customers opt in and bet £5 at odds 2.00+ within 7 days of registration; excludes cashed out bets. Get 2x £10 Free Bets for set events (odds 2.00+) + £10, Slots Bonus, selected games, 20x wagering to withdraw max £250. Bonuses expire in 7 days. Card payments only. Geo Restrictions. Additional terms for existing BetVictor customers apply. T&Cs Apply. 18+ | Please gamble responsibly #ad
  • New SB Tech Sportsbook
  • Strong Brand, Well Backed
  • 35+ Markets Inc. Horse Racing
T&Cs apply 18+
18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit,: £10, max £10 free bet valid for 14 days, bets must be placed at odds of 1/1 or greater and be settled within 14 days of placement. System bets not eligible. #ad
  • Original BetConstruct Site
  • Since 2008, Now UK Licenced
  • Incredible Sports Selection
T&Cs apply 18+
Only available to new, verified customers residing in the UK. Place a first ever sports bet (£10 min. stake; single bets only; min. odds 1.4). Get 2x£5 in free sports bets, £10 in bonus money at Casino and 20 free spins (£0.10 per spin) on eligible NetEnt Slots. Payment method restrictions apply. T&Cs apply.18+ Please gamble responsibly #ad
  • Proper Irish Bookmaker
  • Traditional Values
  • Amazing For Regular Promos
T&Cs apply 18+
This offer applies to all new UK based QuinnBet customers only who enter the Coupon Code: 'BET20”' at registration. Existing or previous QuinnBet customers do not qualify. Deposit and place a 'Qualifying Bet' of £20 or greater on any Sportsbook market of your choice (horse racing, football, golf etc) at minimum odds of evens (2.00) or greater. 18+ New UK Customers Only | T&Cs Apply | #ad
  • Bet £10 Get 4x£5 Free
  • All-Round Betting & Gaming Brand
  • Strong Accumulator Offers
T&Cs apply 18+
New customers only, min deposit and bet £10 (£20 if E/W bet) from UK Debit card only. Paypal not accepted. Min odds evens (1/5 per multi selection). 2 x £10 Free Bets valid for 7 days, stake not returned, no cash out. T&Cs apply. #ad
  • Brand New Fixed-Odds Book
  • Part Of Ladbrokes Group
  • Massive Exchange
T&Cs apply 18+
18+ only. Certain countries only. API/RDT customers excluded. Min £10 exchange bet at odds 2.0 or greater within 14 days of acc reg. Free bet valid on exchange for 7 days. Stake not returned. Depositing directly via bank card. No cashout. New customers only. T&Cs Apply. #ad
  • Simple But Effective Site
  • All-In-One Betting Package
  • Fast Markets & Novel Features
T&Cs apply 18+
18+, Welcome Bonus: New depositing sport players only. Offer only applies to players who are residents of United Kingdom. Min deposit £10, minimum wagering on sport £20, req qualifying bets at min odds at 1/1, offers valid for 14 days; max one £10 free bet per customer, paid as bonus token with min odds 4/5 req. Selected payment methods. Please Play Responsibly. T&Cs apply. #ad
  • New Massive Licensed Bookie
  • 50 Major Market Categories
  • Polish Ladbrokes, New To UK
T&Cs apply 18+
18+. New depositing customers only. Promotion valid from 08/06/2021 until further notice. First deposit min. £20. Wager min. £100 on any sportsbook-related markets, single or accumulator bets, pre-match or in-play, with min. odds of 4/5. £5 cash for each £100 wagered. Up to £50 cash in total. Deposit method restrictions apply. Full T&Cs apply. #ad
  • Supercharge Your Bets
  • Award Winning Technology
  • Different To Everywhere Else
T&Cs apply 18+
New customers & 18+ only. Min. deposit of £/€10. Qualifying real money bet of £/€10. Min odds greater than or equal to 1.5 required. E/W bets excluded. Offer credited within 48 hours. Additional T&Cs apply. Please gamble responsibly #ad
  • Double Odds Any Bet (£10 max)
  • All Winnings in Cash
  • Points, Vast Prize Catalogue
T&Cs apply 18+
Double the odds, any sport, any bet, any odds. New registrations who deposit (excluding Neteller/Skrill) can apply a double odds boost to any £10 bet within 60 days, winnings in cash. #ad
  • Exceptional Site On Mobile
  • Ideal All-Rounder
  • Highly Awarded Brand
New customers only. Deposit £10 min and claim in ‘my offers' 1x100% mobile in-play profit boost. Max stake £10. Max extra winnings £100. Valid for 30 days. Skrill/Neteller deposits do not qualify. 18+ Full T&Cs apply #ad
  • Independent All Rounder
  • EnergyPoints for Sports & Casino
  • High Payout Rates
T&Cs apply 18+
18+. UK only. Available for new players who have registered at EnergyBet after 31.08.2020 and valid only for their first qualifying Sportsbook bet. Cash stakes only. Min. £10 deposit required. Min. total odds of 3/4. Min. odds for each selection 1/4. Bonus amount £10. Bonus funds to be wagered 1x on odds of 4/5 or higher. Bets placed for both sides, with the same outcome and for the same event, will be disqualified. Virtual Sports bets do not qualify. Cashed out bets do not qualify. Other T&Cs apply. Be gamble aware. Please bet responsibly. #ad
  • Good Mix Of Promotions
  • Progressplay Sports Venture
  • BetConstruct System
New Players Only. Minimum stake £10, minimum odds 1.5, stake not returned. 10X wagering the winnings from the free bet. Wagering occurs from real balance first. Wagering requirement is calculated on bonus bets only, wagering starts from real funds. Free bet is valid for 7 Days from issue. Max. conversion: £20. Excluded Skrill deposits. #ad
Many of the sites listed here are part of groups or are run either fully or partially by third party platform providers. If you would like to learn more about these groups and providers so you fully understand who you are betting with then you can read about them further down this page.

A to Z List of New Betting Sites

Latest Bookmaker Reviews

Please gamble responsibly:
Parimatch - Massive Brand Since 1994, New To UK

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.

Terms & conditions apply. 18+. #ad
Party Casino Sports - Backed By Ladbrokes/Coral

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.

Terms & conditions apply. 18+. #ad
SportsBroker - Buy & Sell Shares In Football Teams

The name SportsBroker tells you exactly what this site is about.  This is not a bookmaker rather it is a trading platform where you can buy and sell shares in teams from the Premier League and Championship, with more leagues due to be added in the future.  It is not regulated by UKGC and therefore is not like the failed Football Index, rather it is a properly regulated trading platform.

The idea is straight forward, you buy shares in teams and the share price changes depending on the performance of those teams in matches. The aim is to buy shares and sell them for a higher price, teams will rise in value if they perform well.

SportsBroker is a peer-peer trading platform, in some ways like an exchange, except you buy shares at a live price rather than trading at fixed values.  You are in effect trying to win money from the players that have backed the opposing teams to your own, SportsBroker itself makes money by charging a small commission if your team goes up in value (but not if it goes down).  Again, similar to an exchange that only charges commission on winning selections.

You can deposit and start playing with £10 (or more if you wish) and buy shares in one or several teams.  Shares can be bought and sold at any time with values changing during games and after full-time, you can buy and sell shares pre-event or in-play.  Team performance is dictated by what happens in the pitch, not just goals, corners, shots, fouls, cards, etc.  Teams are weighted, e.g. a team near the bottom of the league scoring against the top placed team carries more weight than the top placed team scoring against the bottom.

SportsBroker have a load of tutorials and guides in their academy on their site.  It is highly recommended you read through these first to get a good grasp of the concept and how it works before you deposit and trade.

Terms & conditions apply. 18+. #ad
Vbet - Experienced European Online Bookmaker

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.
Terms & conditions apply. 18+. #ad
Kwiff - Will You Get 'Kwiffed'?

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 by where 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 bigger 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.

Terms & conditions apply. 18+. #ad
Karamba - Independent With Personality

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.
Terms & conditions apply. 18+. #ad
Grosvenor Sports - Known and Trusted Brand

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.
Terms & conditions apply. 18+. #ad
STS - Polish Heavyweight With Excellent Book

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.

Terms & conditions apply. 18+. #ad
Mr Play - Well Backed New SB Tech Sportsbook

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.

Terms & conditions apply. 18+. #ad
Ruby Bet - First ProgressPlay Sportsbook

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.

Terms & conditions apply. 18+. #ad
MansionBet - Ambitious & Well Resourced

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.
Terms & conditions apply. 18+. #ad
QuinnBet - Brilliant Irish Online Bookmaker

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.
Terms & conditions apply. 18+. #ad
Novibet - Independent Brand From Greece

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).

Terms & conditions apply. 18+. #ad
Energybet - Different, Modern, Earn Points

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.
Terms & conditions apply. 18+. #ad
LeoVegas - King Of Mobile Betting

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.
Terms & conditions apply. 18+. #ad
Mr Green - Classy, Caring, Suave & Sophisticated

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.
Terms & conditions apply. 18+. #ad

Groups & Third Party Software Providers

platformsSince 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.

SB Tech

10betOne 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.

FSB Technology

fsb technologyA 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.


unibetA 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).

Open Bet

william hillNow 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

ladbrokes-coralWhile 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.

Bet Construct

vbetFounded 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.


tonybetInitially, 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).

Sportsbook Groups

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)

gvc holdingsWithout 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.

Kindred Group

32redBased in Stockholm, this Swedish company is a giant in the world of sports betting and online casino as well and has a significant portfolio of well established brands.
These mainly include 32Red and Unibet (who merged with fellow big brand Stan James), as part of their sportsbook offering, though they continue to take a tactical approach to their acquisition strategy.

888 Holdings PLC

888 sportEssentially, 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.

PaddyPower Betfair

paddy power betfairWhen 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, fast growing Georgian betting brand, as well as highly popular daily fantasy sports betting site FanDuel.

White Labels and Third Party Feeds

white labelAs 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 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.

bet365 licence

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.

The Gambling Act 2005 and amendment of 2014 give you some basic protections. It ensures:

  • 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.

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