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New Betting Sites For June 2024

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)
  • Top New BetVictor Run Site
  • Exceptional For Sports
  • Great Odds & Markets
T&Cs apply 18+
18+ New Customers Only. Opt in and bet £10 (odds 2.00+) within 3 days of sign up. No cash-out. Get 3x£10 Free Bets for set markets (odds 2.0+) which expire in 5 days. Cards and Apple Pay payments only. Scroll down for T&Cs. | Please gamble responsibly #ad
  • Modern Outlook
  • ProgressPlay Operated Site
  • Good For eSports
New Players Only. Free bet - one-time stake of £30, min odds 1.5, stake not returned. 1X wager the winnings. Wager from real balance first. Wager calculated on bonus bets only. Max conversion: £200. Valid for 7 Days from receipt. Limited to 1 sport & 5 casino brand/s within the network. Withdrawal requests void all active/pending bonuses. Excluded Skrill and Neteller deposits. Full Terms apply. #ad
  • Independent Brand
  • Rewards Club
  • Finger On Pulse
T&Cs apply 18+
18+ New UK customers. Bet £10 on accas with 4+ legs, min odds 3/1 (4.0). Get 4x £5 Free Bets and 50 Free Spins, valid for 7 days on selected bets and games only. T&Cs apply. #ad
  • Great Product Combination
  • SB Sportsbook, Well Stocked
  • AG Powered Casino, Top Games
T&Cs apply 18+
18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit,: £10, max £20 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 #ad
  • Copy Top Tipsters
  • Unique Concept
  • Normal Sportsbook Too
T&Cs apply 18+
18+ only. New customers only. For verified UK and Ireland clients only. The qualifying bet should start at £/€10 and have 1.9 or greater odds. Following the qualifying bet, you will receive 5 free bets that can be used one after another. Each free bet lasts for 7 days. Single bet only. Pre-Match or Live. No Cash-Out. Max payout – £/€500. #ad
  • Proper Sportsbook
  • Neatly Packaged Markets
  • Own Sports Platform
T&Cs apply 18+
18+, New customers only. Min wagering on sport £10. Max one £15 free bet. Qualifying bets must be placed at odds of 1/1 or greater. Paid as bonus token with min 4/5 odds req. Selected payment methods only. Bet expires after 14 days of being credited. Play responsibly, T&C's apply. #ad
  • UK Site For UK Punters
  • Tidy FSB Powered Site
  • Top Notch For Promos
T&Cs apply 18+
18+ New Customer only. Register with Fafabet and get 50% back as a free bet up to £50+20 casino bonus. Deposit and bet on Sportsbook markets of your choice at odds of evens 1/1 (2.00) or greater is required to qualify for the max free bet, which is based on first day losses. Even a single £10 bet at minimum odds, secures a £5 Free Bet & 5 Free Spins. T&Cs apply. #ad
  • Proper All Rounder
  • Big Brand Now Doing Sports
  • Altenar Platform
T&Cs apply 18+
Add a bet to your betslip with the minimum stake of £10 and tick “promotion opt in” on the betslip before placing your bet. Once accepted we’ll credit you with a £10 free bet. Minimum odds on qualifying bet 1/1 (2.0). Your qualifying bet must be placed within 7 days after claiming the offer. Ends 31/12/24 at 23:59 GMT. Full T&Cs Apply. #ad
  • Exceptional Live Betting
  • Streaming Range of Sports
  • Lots Of Promotions
T&Cs apply 18+
New members. £10 min deposit & bet on sportsbook, placed & settled at 1.5 min odds within 14 days of sign-up. Win part of the E/W bets. 2 non-withdrawable £10 Free Bet Tokens: accept in 7 days, valid for 7 days from acceptance (ex E/Ws & Multiples), stakes not returned. Click here for full T&Cs. Bet Responsibly. 18+ #ad
  • Simple But Effective Site
  • Top In-Play Feature
  • 1000's Of Games Available
T&Cs apply 18+
New Players Only. Min £20 qualifying bets, stake not returned. Free bet - one-time stake of £20, min odds 1.5, stake not returned. 1X wager the winnings. Wager from real balance first. Wager calculated on bonus bets only. Max conversion: £200. Valid for 7 Days from receipt. Withdrawal requests void all active/pending bonuses. Excluded Skrill and Neteller deposits. Full Terms apply #ad
  • Established Casino New Sportsbook
  • Different Style Platform
  • Strong Cashback Rewards
Cashback is cash without restrictions. Full T&C's apply. No Max cashout. Gambling can be addictive. Play responsibly. T&C's apply. 18+ #ad
  • Really Value Customers
  • Unique Features & Approach
  • Very Good Promos & Depth
New customers only, 18+. Min deposit £10. Place a £50 bet on any sport at 2.0+ to qualify for £25 in free bets and 10 Free Spins. Free Bets and Spins valid 7 days. £0.10 Free Spins. T&Cs apply. #ad
  • Unique Look & Feel
  • Diverse Range Of Markets
  • Lots Of Features & Options
T&Cs apply 18+
18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit: £10, max £10 bonus, 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
  • Famous British Bookmaker
  • Site Powered By FSB
  • Sportsbook Only No Games
T&Cs apply 18+
18+. New accounts only. New customers must have a minimum of 3 bets of £10 at odds of evens(2.0) or bigger on first day. First day losses equals all losing stakes less all returns and the day finishes at 23:59. Free bets must be entirely used and stakes are deducted from returns. Free bets expire after 7 days and are non-withdrawable. Full T&Cs apply. #ad
  • Focus On Value
  • Proper British Site
  • Not Just A Casino
T&Cs apply 18+
Cashback is cash without restrictions. Full T&C's apply. No Max cashout. Gambling can be addictive. Play responsibly. T&C's apply. 18+ #ad
  • Premier Playbook Brand
  • Unique Intuitive Platform
  • Very Strong, Like A Rhino
18+ only. New customers only. Sign Up using the promo code b25g10fb and make a minimum deposit of £25. Place a minimum £25 bet on any selection with minimum odds of evens (2.0) and receive a £10 free bet upon bet settlement the following day. Full terms apply. #ad
  • Virgin Branded Sportsbook
  • Kambi Powered
  • Good Banking Options
T&Cs apply 18+
New members. £10 min deposit & bet on sportsbook, placed & settled at 1.5 min odds within 14 days of sign-up. Win part of E/W bets. 2 non-withdrawable £10 Free Bet Tokens: accept in 7 days, valid for 7 days from acceptance (ex. E/Ws & Multiples), stakes not returned. Click here for Rules & Exclusions. Bet Responsibly., 18+ #ad
  • Nice All-Round Site
  • Lots Of Payment Options
  • Huge Football Markets
18+ | UK New Players Only | Opt-in Required | Min £20 qualifying bets, stake not returned | Free bet – one-time stake of £50, min odds 1.7, stake not returned | Bonus Code: FBSBET | 1X wager the winnings | Wager from real balance first | Wager calculated on bonus bets only | Max conversion: £200 | Valid for 7 Days from issue | Excluded Skrill & Neteller deposits | Withdrawal requests voids all active/pending bonuses | Full Terms apply #ad
  • Professional & Efficient
  • No Nonsense Betting
  • Huge Depth & Range
T&Cs apply 18+
New customers only. Max. one £10 free bet. Qualifying bets must be placed at odds of 1/1 (2.00) or greater. Paid as bonus token with min. 4/5 (1.80) Odds req. T&CS APPLY. 18+ #ad
  • Guys Behind Stan James
  • Independent Platform
  • Proper Site Customer Focus
T&Cs apply 18+
18+ New UK customers only. Promo code: BONUS10. Min deposit & single bet £30. Evens (2.0) or above. Bet must be placed same day as deposit. £5 Free bet added after qualifying bet settlement, £5 in Free Spins within 48 hrs. Full T&Cs apply. #ad
  • Seriously Stocked Site
  • Own Sportsbook Platform
  • Fantastic All Rounder
T&Cs apply 18+
New Players only. Max. Free Bet Token amount: £15. Minimum Deposit: £15. Minimum wagering on Sport to activate the Free Bet Token: £15. Full T&C's apply. #ad
  • Top Range & Product Depth
  • Aspire Games, Huge Experience
  • SB Tech Sports, Best 3rd Party
T&Cs apply 18+
18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit,: £10, max £20 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 #ad
  • Proper Irish Bookmaker
  • Traditional Values
  • Amazing For Regular Promos
T&Cs apply 18+
We've enhanced our Sportsbook Welcome Offer, giving new UK customers the opportunity to get 50% back as a Free Bet up to £35 plus 10 Free Spins! T&Cs apply | 18+ New UK Customers Only | #ad
  • The Famous Football Pools
  • New FSB Powered Sportsbook
  • Classic Pools Still Available
T&Cs apply 18+
18+, UK only. SPORTS: Place a minimum 2x £10 pre-match 4 leg acca cash bet where odds accumulate to 3.0 (2/1) or more and get a £10 bonus funds to use on multiples (3 or more selection, min odds per selection 1.5 (1/2)). Cashed Out, Asian Handicaps, Draw no Bet wagers or bets with void legs do not qualify for this promotion. Free Bet credited every Monday by 12pm. Maximum 1 free bet per customer per week available from this promotion. CASINO Deposit and Stake £10 on casino slots and receive 100 Free Spins on ‘Bacon Banker’. Qualifying players will have the Free Spins credited by 5pm the next day to their account. Players will need to log in and load up ‘Bacon Banker’ to claim their free spins. Spin value is £0.10. No wagering on winningsFree Spins 7 day expiry. Full T&C's apply. #ad
  • Fantasy Sports + Sportsbook
  • For Sports Bettors, No Games
  • Unique & Exciting Site
New Customers Only. Strictly 18+. Minimum Deposit £10. Deposit, play your complimentary £2 fantasy ticket, and place a qualifying bet of at least £10 at minimum odds of 2.0 (1/1) and receive £10 in free bets. (2x £5 free bets). The first £5 free bet is credited when the first £2 fantasy ticket has been used. The second £5 free bet is released after 7 days when your second £2 fantasy ticket has been used. Once the qualifying £10 minimum bet is settled, you will receive your first £5 free bet within 24 hours. Free bet winnings are paid in cash - stake deducted from winnings. T&Cs Apply. #ad
  • 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
  • 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 or multiple bets, 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. #ad
  • Brand New Fixed-Odds Book
  • Part Of Ladbrokes Group
  • Massive Exchange
T&Cs apply 18+
New 18+ Customers only. 0% commission on all exchange sports for 100 days. Promo code 0COMM100 must be entered during registration. Offer only available to users who deposit via debit card. Standard 2% commission rate applies on 101st day. Not available to API, RDT or trading software customers. T&Cs Apply. #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
18+, New reg only. Claim by placing a min deposit £10 via ‘My Offers’ page within 30 days. 7 days to stake max £10 in-play, min odds 1/1 (2.0). Max. extra winnings £100. Once claimed, 30-day expiry. Cashed out, System & EW bets do not qualify. Other Promotional Play Restrictions Apply. T&Cs apply. #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:
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 part 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
Fanteam - Sports Only Independent Fantasy & Betting

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.

Terms & conditions apply. 18+. #ad
CopyBet - Copy Top Tipsters Plus Normal Sportsbook

CopyBet is an innovative new site that combines a normal sportsbook as you would find with all other bookies with an account that lets you track top tipster bets and copy them if you wish to.

The detail around the tipsters is enormous and you can track all sorts of stats and do in depth research before you choose to follow any with your own money.  Some tipsters charge a subscription fee but many are free to follow.  If you do particularly well yourself with your own bets you can become a tipster too and gain your own following.

You need the sportsbook account in order to be able to copy other peoples bets but that doesn’t mean you can’t use the sportsbook as a standalone fixed odds betting platform to place your own bets, whether you follow someone else of not.  It has all the major sports, including horse racing, that you have come to expect from online bookies today as well as cash out and a brilliant in-play product.  CopyBet also have some good promotions for existing customers too ranging from match specific free bets to enhanced odds, acca offers and free to play prediction games.

It is worth noting that if you choose to follow someone else with your own funds bets can be placed automatically but you can set loss limits to keep control.  The risk profiles of individual tipsters, profit and loss numbers, time playing, number of bets and a load of other detail is available about each tipster.  It is worth spending time researching anyone you choose to follow to make sure the way they bet fits with how you may want to bet.

Copying other peoples bets may not be for everyone and even if that is the case the sportsbook itself is as good as any other.  For those that follow tipsters already or would like to the package offered by CopyBet is innovative and time saving.  CopyBet can also be linked to Betfair Exchange accounts to follow tipsters that way.

Terms & conditions apply. 18+. #ad
Virgin Bet - Strong New Virgin Branded Betting Site

The Virgin brand name is licensed here and the site is run by Virgin Bet Limited who are based in Gibraltar.  Unlike a lot of companies, though, Virgin do care a lot about their brand name and they don’t just let anyone use it willy nilly.  After all they were one of the first companies to succeed as a brand rather than for doing one specific thing and they did this by generating a strong reputation, whether that be airlines, cinemas, gyms, soft drinks or spaceships.  They have been copied since by brands like Red Bull but Richard Branson’s Virgin were the original.

It is an important point because what you are getting with Virgin Bet is also the strong brand history and this is reflected in the betting site in general.  Being powered by Kambi means it is fully packed with 30+ markets with big depth and good odds, especially in play.  Virgin Bet also provide streaming of UK & international racing as well as things like tennis and basketball, cash out, a range of banking methods with £5 minimum deposits for debit cards and a very noteworthy list of existing customer retention promotions.  Their customer service is top draw too, as you might expect from a Virgin branded company.

This is not the first time Virgin have ventured into gambling.  Virgin Games was actually set up way back in 2003 and was one of the first online gaming sites not to be run by the old historic big betting companies.  Like most things Virgin they made a name for themselves for being different.  Virgin Games was sold off in 2013 but the brand is still licensed and this means Virgin Bet also have access to Virgin exclusives in the casino and live casino section.  What is different this time is Virgin are now offering sports as well and that makes for a more complete all round package.

The site is good looking too, very much as you would expect for the Virgin brand.  The clean contrast of the red and black make for a simple but well presented site that is easy on the eye as well as easy to use and navigate.

Terms & conditions apply. 18+. #ad
The Pools - Famous Old Footy Pools Has A New Betting Site

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).

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 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.
Terms & conditions apply. 18+. #ad
BetGoodwin - Famous British Independent Bookie

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.

Terms & conditions apply. 18+. #ad
Rhino - Streamlined & Strong, A Bit Like A Rhino

Rhino are the premier in-house brand from Playbook Gaming, a UK company who run their own proprietary platform that they built themselves.  They also run white label services for other brands like BetZone, which shows it is a good platform if others want to use it too.

The Playbook platform is innovative and intuitive with a focus on providing streamlined betting markets and games as opposed to the flashy graphics and convoluted menu system you get with so many new brands now.  It is certainly aiming itself more at bettors who want to focus on what matters when they place bets.  The lack of ‘noise’ like you get with most other sites is refreshing and time saving.

The name is a good fit for the site as it is strong in all the areas you would expect it to be. The name is also a little usual for a betting site, which again reflects how they are not afraid to do things a little differently.  All the typical big sports and markets are available, cash out is provided and the in-play section is much like the main book, straight forward, fast and easy to use.  If you main interest is finding bets and placing them this is a very good book for that.

Being the in-house brand of the main platform means it is also the most looked after.  The new and innovative features are tried on Rhino first and the group always seem to be looking to improve, which is ultimately good for the user.  With so few brands taking the UK seriously these days it is nice to see an incumbent like Rhino come along with something unique for a change.

Terms & conditions apply. 18+. #ad
Bettarget - Focused Sportsbook For Proper Punters

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.

Terms & conditions apply. 18+. #ad
Vegasland Sport - Diverse Site Very Different Feel

When we think of Vegas we don’t automatically think of sports.  Vegasland is great for gaming, as you would expect from the name, but unusually they are also damned good for sports betting too.  This site, owned by Marketplay and operated by AG communications, has a lot under the bonnet that you wouldn’t usually expect from a casino site with sports.

One of the first things you will notice is how different this site looks and feels.  It has a light easy on the eye theme, which is refreshing as most sportsbooks these days tend to have dark themes with little colour going on.  Instantly you will notice how many betting markets are packed in to the main sports home page but without it looking too crowded or busy.  The point here is they showcase the markets not all the offers and other gubbins and let’s face it we go to a betting site to bet not to click around for 10 minutes trying to find one.

The markets on offer are very diverse and you get a lot of sports and leagues here you don’t find with traditional UK bookies.  Naturally this is a great site for US sports, as you would guess from the name, but they also cover all the traditional sports too, including horse racing.

The fact the site is operated by AG too means there are a lot of features here you don’t get with many new sites.  This includes great customer support with long opening hours and a wide range of banking options that includes PayPal, other eWallets like Skrill, pay by phone options, PaySafeCard and others.

A nice little site that does far better than you might expect for sports from its name.  Especially good for those that like to bet on more unusual things and of course ideal for those that also like to play casino games.

Terms & conditions apply. 18+. #ad
All British Sports - Sports From An Established Casino

If you play casino games in the UK you will likely have heard about All British Casino who have been around for over a decade (since 2013) and have established themselves as a serious UK gaming operator.  They feature nearly 1400 games from over 25 providers as well as live casino, jackpots, etc.

Obviously we are more interested in sports here but it is important to point out the history and status of the casino site as it demonstrates this is a stable brand that has been working in the UK for quite a while.  They understand the market and they have proper customer service (email, phone and live chat) and a deep range of banking options.

In late 2022 they took the plunge into the world of bookmaking and launched All British Sports.  This is not a typical casino add on, thanks in part to the fact it is powered by the Alenar platform, which is big in South America.  This means it looks and feels different to many other new betting sites in the UK powered by the likes of FSB and SB Tech.

While the site obviously has a British theme and does cover all the major British sports (note there is no horse racing yet), it also has a broader scope compared to many new sites, covering sports and leagues from all over the world.  Like many sites like this it is ideal for those that want a wide selection of gaming but also a good and unique sportsbook to bet on.  Even for sports only bettors it is worthwhile taking a look at them if you like to bet on lots of worldwide stuff, where they are particularly strong.

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Betano - BetVictor Sportsbook = Quality

Victor Chandler ran betting shops before the internet came, it wasn’t the biggest operation but it was solid and focused more on the professional side looking after high profile punters.  When online betting became a thing then it is no surprise that it was Victor that forged ahead setting up a sleek and professional website.  He moved the company to Gibraltar and this kick started the online gambling boom that was centralised there where they rebranded to BetVictor.

Why does that matter and where does Betano come in?  Well, BetVictor created a name for itself by providing a professional, clean and fast platform that they developed themselves.  They have excellent odds traders and that results in good odds and markets.  They tailor offers to their customers.  They offer streaming and actually invented a load of features we see today, one of the first to provide cash out, bet builders and other modern functions we now take for granted.  They are still independent and haven’t been bought out by a super group.  To maintain their growth and reputation a few years back they decided they wouldn’t keep their platform to themselves but would instead offer white label services, Betano is one of the latest of those sites.

BV don’t run dozens of sites.  At the time of writing Betano is only the third sportsbook that BetVictor has launched under its license.  The focus, as it has been since the start, is quality over quantity and that is what you get here.  In many ways Betano is a clone of BetVictor but is that a bad thing when BV themselves are so good?

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Lottoland - Well Known Brand Now Does It All

Lottoland will be a familiar name as a leading lottery website to many people who have seen their ads over the years.  The clue to their beginnings is in the name but don’t think this is just a site for lotto anymore, it actually has pretty much every gambling product available now apart from poker.  In 2021 they added sports to the package to make it one of the most all-encompassing sites around with as many options as some of the big brand names.

They haven’t just added on a sportsbook for the sake of it either, it is a proper book with around 40 different sports, deep markets and competitive odds.  Indeed, they cover a lot of more niche sports too that you might not even be able to bet on with the big bookies such as Lacrosse, Padel Tennis and Pesapallo.

They have selected Altenar as their sportsbook provider and this makes them very different from the usual FSB Tech or ProgressPlay sites out there as Altenar is not as common in the UK.  It is why the site has a broad focus as Altenar first made their name in the South American market.

Lottoland is not just a sportsbook for the occasional punter, it would suit most sports bettors.  The real benefit here, though, is for people that like things other than sports, like; bingo, slots, casino games, scratchcards and of course lotteries.  Indeed, if you do play lotto online and you want to play proper games such as PowerBall then there is no better site.

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Fafabet - UK Brand For UK Punters

Fafabet is run by Taichi Tech Limited and they are based in the UK meaning this brand very much understands the British market and punters.  The site uses the FSB platform, which is nice and simple to use but yet fully stocked with all the markets (inc. horse racing) and features (e.g. CashOut) that you now expect from a modern betting site.

FSB has become the go to third party platform in recent years for UK sites and Fafabet is testament to why that is the case.  In-play especially is very fast and easy to navigate, which is a necessity today when bets need to be placed quickly on live events.  The site also has good odds again down to the good traders in place at the platform.

One aspect at Fafabet that really stands out are their existing customer promotions, which are both plentiful and applicable to all ranges of punter.  With multiple football, horse racing, tennis, acca, other sports and daily offers it is a brand that clearly courts the loyal punter and will reward you with betting value if you are loyal.

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LiveScore Bet - Phenomenal For Live Betting

LiveScore Bet is a Kambi site, having switched from SB Tech in 2023. In many ways it looks similar to other sites that run on the third party network.  It may look the same but when owners use platforms like Kambi they pick and choose the features and markets that they want and so as you can imagine from the name LSB have gone for the most expansive in-play offering.

This isn’t to say it isn’t any good pre-match, it is, they have over 30 different sports with deep markets, good odds and plenty of price boosts specials, features such as bet builders and a lot of added value retention offers.  If you do bet on live markets too then this surely has to be one of the sites in your portfolio.  The brand take in-play markets very seriously and the depth of market is fantastic.

It’s not all about depth when you bet live, though.  You also want to be able to find markets quickly and get your bets placed.  The simple yet stylish interface here allows you to do exactly that.  There is also streaming available for football, tennis, snooker and a load of other sports – an absolute essential for serious live bettors.

The brand is owned by LiveScore Betting & Gaming Ltd based in Gibraltar and licensed in the UK.  It has a focus on the British market and so it is set up to provide the optimal experience for UK punters.

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Luckster Sport - No Nonsense Site Great Platform

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.

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Fitzdares - The World's Finest Bookmaker!?

Fitzdares make the bold claim to be the world’s finest bookmaker.  Well, that is subjective and not everyone will agree but what you can say about this brand is they stand out as being highly unique.

The thing with Fitzdares is they are not just an online bookmaker, they started in life in 2005 running exclusive private members clubs and bookmakers in Mayfair in London and Gloucester, they still do today.  This brings with it a level of customer service expectation that far exceeds what you would get from a normal brand and this is the first stand out point about Fitzdares.  They look after customers extremely well.

This is not a faceless company it is one that will value your custom.  It offers services and features that other brands have abandoned such as phone betting and even SMS and live chat betting options.  The online sportsbook platform itself is powered by FSB, one of the best in the business.  It looks plain and simple on the face of it but that is part of the point.  It is fast and showcases the betting markets, which after all is the greatest asset an online site can have.

In line with the ethos of valuing customers they have a wealth of existing customer promotions that offer cash back, money back, insurance and loyalty free bets.  This is a company that wants to look after the customers that are loyal to them, which sadly isn’t a standard in the gambling industry.

There are around 30 different sports available on the site, streaming for horse racing and good limits for deposits and withdrawals.  While you may need to be rich to join their members clubs you don’t have to be to enjoy their online sportsbook and casino.  They make everyone feel valued.

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ZetBet - Top Mix Of Experience For Sports & Games

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.

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BetZone - New Site Old Experienced Hands

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.

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21LuckyBet - A Site For Those That Like It All

21LuckyBet is a name that logically lends itself to casino more than sports and it would come as no surprise to see this Progress Play site offers over 2000 games from quite literally over 100 providers.  The selection is outstanding and it is possible because the site is managed by Progress Play who have been able to arrange licenses with basically every games provider worth mentioning.

Of course, on this site gaming is secondary but it is fair to say their sportsbook does stand up on its own as a great product, even for those that don’t play games very often.  Although, this site is naturally ideal for those that like a bit of both and for people that want a very wide choice of games and the ability to place sports bets at the same site then 21 Lucky Bet ticks all of the boxes.

The sportsbook is provided by BetConstruct, this is a popular European platform and they provide the odds and markets.  This means you get quite a wide choice of sports and events and it isn’t just focused on the British market.  A good option for those that like to explore sports, leagues and events not well covered by typical UK-facing bookies.  It deserves particular mention for its coverage of football, pre-match and in-play, although horse racing is weak right now.

With 21LuckyBet being operated by PP it means you also get a load of banking options that includes PayPal and eWallets like Skrill and Neteller.  Customer support is good and you won’t wait long to get a response.  All in all a good all round site for those that like a bit everything.

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Midnite - Independent Sportsbook With Big Ambition

More modern punters might recognise Midnite as they are a well known eSports betting brand that first started back in 2019.  By 2022 they had begun to expand and now they are a fully fledged betting site with all the traditional markets and features we have come to expect.  This is a site for anyone with an in-house independent platform showcasing good depth and odds on football and horse racing to darts and handball.

The company behind the brand, Dribble Media, go back to 2015 and created the first mobile fantasy football service.  It is a young company driven by fresh minds and it has a clear understanding about what todays modern bettors want from their online betting platforms.

The fact it is an independent brand means it has independent personality, which is not true of many sites these days.  You can immediately tell a lot of care has gone into how the site looks and feels on desktop, mobile and in the app.  This is backed up by a very good in-play offering and a loyalty rewards feature, which are not so common anymore. For anyone who likes eSports though, this is probably the best site out there you can place bets with.  It has it’s own section as prominent as the casino section demonstrating that this is a good sportsbook with an outstanding eSports vertical.

In terms of the admin side, here you can deposit using debit cards, PayPal, Skrill and Trustly.  There are good maximum payout limits, up to £100k on football for example, and the brand have ‘medium’ deposit protection – meaning customer money is insured in case anything goes wrong.

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Dazzle Casino Sports - Easy To Use But Packed Site

Dazzle Casino are one of the latest ProgressPlay brands.  This means they use the ProgressPlay platform to operate the site, provide the gambling license and payment facilities.  This on the face of it means it looks and feels a lot like other brands run by the operator but for a new site that is not necessarily a bad thing as it means the site is completely stocked and functional straight out of the box.

The site also comes with a sportsbook provided by BetConstruct, who are seen as the best third-party sportsbook provider for in-play betting especially.  You can access all major sports, including horse racing, and a huge amount of minor sports that you often do not get with mainstream independent bookies.  They back this up with an impressive selection of existing customer offers too.

Really this site best suits those that like to place sports bets and play games in equal measure.  This is because ProgressPlay made their name in casinos and that means they have a huge number of licensed games from an array of different providers, around 60 developers in total with well over 1000 games on the site.

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Pub Casino - British Brand For Brits

Pub Casino comes from the same group that brought us the All British brand.  If you have read about All British on this site or used them before you will know that the MO that these guys operate is all about long term value over short term deals.  This is why with this brand it’s not about the welcome bonus or retention offers it is more about getting good odds, fair terms and cashback for betting with them.

The platform here is powered by Altenar, which is a third party platform you would find more commonly in South American and other parts of Europe.  The beauty of this is it doesn’t look like a clone, as you get with other sites running third party software such as FSB, and it has a bit more of a global focus, which is great if you like to bet on things abroad or more abstract sports less popular in the UK.

Naturally, given the name, there is a wide ranging casino available here too but it really isn’t just about the gaming.  The sportsbook is great as a standalone product and easily sufficient for the typical bettor.  Obviously if you like sports bets and play games this is an ideal site and it does have the pub kind of feel to it.

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Jeffbet - Modern Sportsbook From ProgressPlay

You can clearly see the market Jeffbet is aimed at with one look at the name and site.  This is a brand targeted at UK punters but also modern bettors as you will see from their comprehensive coverage of eSports and more global sports.  The site is operated by ProgressPlay, which means it is a white label (i.e. the brand owner and operator are not the same) and it is the operator that is responsible for you and your money.

It is easy to dismiss white labels but there are several benefits to them.  Here with Jeffbet, for example, they are working with a company that runs lots of sites and that means they can negotiate lower rates on things like games licenses and with the sportsbook platform, that is provided from BetConstruct.  This all translates into lower costs vs an independent and that can mean better value for the customer in the form of better odds and rewards.  While this site is not going to compete with a big brand like bet365 it can be worth having an account with a brand like Jeffbet to take advantage of better value in some areas.

Jeffbet has a fully stocked sportsbook covering all the major sports and many more minor sports you don’t get with many other bookies.  The power of the operator means they are able to offer a good valuer rewards program, which is notable as so few have these now as costs have increased.  They have an array of banking options and withdrawals starting at £5.  There are a lot of pros to having an account with Jeffbet.

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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.
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HeySpin Sports - Great For Players And Punters

HeySpin is naturally a name you would associate more with casino but it actually comes with a fully stocked SB Tech powered sportsbook that has all the markets and depth to suit the regular punter, they also have horse racing.

This is a site that is operated by AG Communications, one of the biggest white label operators for sports and casino betting in the UK.  While many are put off by white labels they can have a lot of benefits.  The fact AG run a lot of sites allows them to negotiate better deals with games providers and other third-party feed providers.  This means you get a very deep site that easily competes with the bigger brands, despite it being a white label.

You can see the site is clearly aimed at people who want a sleek and easy to use site.  It is not packed with colours and flashy features but rather just focuses on games and betting markets, which is what most customers want from their betting sites.  Here users have access to cash out, bet builders, odds boosts, plenty of retention offers and a good in-play section.  Being a more modern brand they are also better than most in areas like eSports and markets less commonly covered by other sites.

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Bet Grouse - All About The Markets & Bets

If you want to bet with a site where the minute you look at it you see the markets you want to bet on as opposed to headline promos offering free spins if you play games, etc., then take a look at Bet Grouse.  It’s a bit of a weird name we will admit that but other than the funny moniker this is a serious site for proper punters who’s main aim is to place bets quickly and efficiently.

Some may say the site looks crowded but once you’ve spent 5 minutes on it it is completely intuitive and in the long run you would save time betting here where almost everything can be accesses from the main home page.  This applies to desktop and mobile and everything in between.

The site is powered by the Btobet platform which is part of AG Communications who run the site, i.e. they control their own platform and this allows them to deliver exactly the experience they want to.  This means around 40 different sports with hundreds to thousands of markets in each.  This is backed up by a fantastic live betting section that like the pre-event betting allows you to find and place bets quickly.

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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 from 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.
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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 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.
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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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