Bookmaker Reviews

Which bookmaker do I choose? How do I place bets comfortably? Which are the best welcome bonuses offered? Here you will find our bookmaker reviews, sharing with you the best the world of online-betting has to offer. This is your guide to finding the most convenient way of placing your bets online.

Bet365 are one of the biggest players in the online betting market. They are UK-based, operate in over 200 countries, and sufficiently impress enough people with their combination of competitive odds, user-friendly website and almost-unrivalled number of betting markets to have more than 4 million current customers.

Only the world’s largest and original internet betting exchange, that’s who! But although Betfair is known predominantly as a betting exchange, as of 2012 it is also offering the more conventional sportsbook option, and customer accounts cover the two options, so there is no need to constantly transfer funds. The company merged with Paddy Power in February 2016, becoming Paddy Power Betfair.

Loud brash and full of fun, Paddy Power is the screaming upstart on the scene, yet at the same time the Irish bookmaker is a highly respected and successful market player. A sense of humour provided with an underlying serious approach to sports betting. Enjoy.

Undoubtedly one of the most well-known and instantly recognizable brands in the UK betting market. Since 1934 William Hill has been building an empire which now consists of over 4,000,000 active customers.

Another of the most highly recognisable names on the UK high street, as well as bookmaker with a significant online presence, in November 2016 Coral merged with Ladbrokes to form Ladbrokes Coral Group plc, becoming part of the largest bookmaking group in Britain.

One of the oldest bookmakers operating in the market and a staple of the British high-street for generations, recently purchasing Coral turned the Ladbrokes group into the largest retail bookmaker in the world. It’s £50 free bet offer is so famous it is patented, no less, and there is also now a betting exchange to complement the long-established sportsbook.

Licensed in Curacao and Malta, Pinnacle (formerly Pinnacle Sports) is simply the ‘go-to’ bookmaker for the best lines (odds) in the business. Its strategy of taking a huge number of bets with reduced margins ensures the odds offered are more reminiscent of betting exchanges than traditional bookmakers, just without the commission of course. They were also name-checked in an episode of The Sopranos

An Asian bookmaker with a big reputation (voted Asian operator of the year in 2009 and 2010), SBOBET offer competitive odds which are often only bettered by Pinnacle amongst the major sportsbooks, and are an Asian Handicap betting specialist. In operation since 2004, SBOBET is licensed both on the Isle of Man and in the Philippines.

A relative newcomer to the exchange market (2004), Matchbook is a rapidly expanding competitor to the more-established exchanges of Betfair and BETDAQ, and is fully-licensed by the Alderney Gambling Control Commission and UK Gambling Commission. Offering a number of sports options, Matchbook is a genuine contender for the sought after Betting Exchange crown.

A relative newcomer (on the scene since 2008), Gibraltar-based 888sport has established itself as a force to be reckoned with, and the treble odds offered on new sign-up bets, along with its variety of special offers, are an attractive pull.

After Paddy Power merged with Betfair in 2016, Boylesports became once more the largest independent bookmaker in Ireland, and has been on the scene since the opening of its first retail premises in 1989 (there are now over 200 branches). These days the bookmaker operates a popular internet and phone betting service to rival its retail outlets.

Another UK-based bookmaker, BetFred (so named after co-founders Fred and Peter Done) opened its first shop in 1967, and now has over 1300 betting outlets around the UK and a significant online presence. The bookie is currently the main sponsor of British rugby league’s Super League and The Scottish League Cup.

Named after its former chairman (Victor Chandler), BetVictor is another major player in the UK gambling market, with operational headquarters in Gibraltar. BetVictor now has over half a million customers, operates in over 160 countries and is an authorised betting partner of British Horse Racing as well as a principal partner of Liverpool Football Club.

Originally a British online casino operation, based to this day in Gibraltar and with a UK Gambling Commission Licence, 32Red is also now, since February 2017, under the umbrella of the Kindred Group which includes Unibet and Stan James. Prominent sponsors of British horse racing events (the platform is an authorised betting partner of British Racing) as well as perennial football shirt sponsors. and are the premier sportsbook products of Playtech, who are reported to be the world’s largest online gaming software developer. The books are licensed and regulated by the Antigua and Barbuda Financial Services Regulatory Commission, and are operated by Universe Entertainment Services Malta Limited.

With the self-professed slogan of bringing the ‘Las Vegas atmosphere right to your home,’ 5dimes are an online sportsbook, casino, racebook, poker room and lottery room that was set up in Costa Rica in 1996 and specialises in off-shore wagering options for the US (and worldwide) market, delivered with a distinct American flavour.

One of the original betting exchanges, BETDAQ was founded in 2000 but was bought out by Ladbrokes in 2013. To this day, BETDAQ remains the second-biggest exchange by market share, and is the sponsor of several sports teams and key sporting events. Registered in Gibraltar, and regulated by the British Gambling Commission, the exchange boasts of taking in excess of £75m in bets each week.

Betclic is a French-owned bookmaker and part of the Betclic Everest Group, which also operates Possessing licences in Malta and Gibraltar and operating online since 2006, this sportsbook, online casino and poker platform has made considerable inroads into the competitive bookmaker market in Europe, but still remains one of the more marginal players in the UK.

Bwin (formerly Betandwin) is originally an Austrian-based online betting company, famously the short sponsor of world-renowned football clubs such as Real Madrid, AC Milan and Bayern Munich, and as of 2016 one of a portfolio of brands including Sportingbet and PartyPoker under the umbrella of GVC Holdings, headquartered on the Isle of Man and listed on the London Stock Exchange.

Online since 1997 and Manchester United’s official global betting partner, Marathonbet is part of the Marathonbet brand which has licences in the United Kingdom, Alderney (The Channel Islands), Spain and Curacao, ensuring a truly international presence, as well as globally-accepted reputation. and (licensed in Malta and the UK respectively) are operated by Blue Star Planet Ltd and have been on the scene since 2003. With an increasing market presence due to promotional campaigns and bonus specials, this is a bookmaker that should continue to grow in prominence in the gaming industry.

Unsurprisingly for a sportsbook affiliated to one of the world's most famous telecommunications compaies, Skybet has quickly established a huge market share, particularly in the UK and Ireland, and has further enhanced its position through acquisitions of products such as Opta stats, the Oddschecker odds comparison service, and Sporting Life sports publication.

Betway is a European-facing sportsbook and current shirt sponsor and official betting partner of West Ham United in the English Premier League as well as official betting partner of one of British horse racing’s most prestigious events, The Grand National. Established in 2005, the company holds licences in numerous European countries and is based in Malta and Guernsey.

A Philippines-based company with huge popularity in Asia, as well as an increasing presence in the UK through sponsorship agreements with clubs including Everton, Celtic, Sunderland and Burnley, as well as high-profile Snooker event sponsorship.

Scandinavia’s biggest bookmaker (Mika Hakkinen is current brand ambassador), Unibet is the flagship sportsbook and online gaming provider of a company now known as the Kindred Group, operating out of Malta. With over 14 million registered players in Europe and Australia, this is a sportsbook with the influential reach of a major market player.

Another high-profile British bookmaker, Sportingbet, founded in 1997, is currently part of the GVC Holdings group of brands which also includes bwin and partypoker. Licensed by the Malta Gaming Authority, this sportsbook is a familiar name on the British betting scene.

Bettson is a Swedish company which, under the subsidiary Betsson Malta Ltd, operates an online award-winning sportsbook and accompanying gaming products. As the name suggests, the site operates solely out of Malta with a gaming licence secured under the Malta Gaming Authority, while the company itself has actually been in operation for over 50 years. Affiliate brands include Nordicbet and Betsafe

Licenced and regulated by the Isle of Man Gambling Supervision Commission, 188bet are a self-professed live-market betting specialist with more than 10,000 live-betting options per month. Online since 2006 and with a distinct Asian flavour, the sportsbook is currently sponsor of Wigan Warriors in the Super League and a familiar presence at sports grounds across the UK.

Stan James is a bookmaker of considerable standing in the UK and beyond which began life as a single betting shop in 1973. It is now owned and operated by the Unibet Group, based in Gibraltar (under the control of the Gambling Commission of Great Britain) and has prominent marketing reach with major sponsorship deals in place at numerous UK horse racing meets.

BetCRIS (Costa Rica International Sports), as the name suggests, is a sportsbook that was founded in Costa Rica in 1985. A Latin America-focused sportsbook, to this day the book combines edgy promotional campaigns with competitive odds offered on a number of popular sports.

A leading European bookmaker, Favbet have been on the scene since 1999 and claims to currently have over 250,000 active customers. Licensed in Curacao and also with a considerable retail outlet presence in Eastern Europe, this is a provider that has established a loyal following with its solid yet conservative approach to the sports betting market.

Tipico is a Malta-based international bookmaker with considerable pulling power in Germany and Austria, where it operates as a franchise system (it also has branches in Croatia, Gibraltar and Colombia). The company has a large marketing presence, and is a betting partner of FC Bayern Munich, as well as a number of other German and Austrian sides.

Quite simply SNAI is Italy’s favourite bookmaker. This Milan-based operation has been active in the betting business since 1990, originally in the provision of horse racing betting and equestrian-based facilities. Nowadays SNAI possess a considerable online presence as well as over 1600 physical stores around Italy.

Sportium is a Spanish sportsbook, bingo and casino provider which is jointly owned by the Cirsa Casino Corporation (Spain) and Ladbrokes Coral Group plc (UK). (not to be confused with the unrelated is an Italian sportsbook, lottery, bingo and casino-game provider which is owned and operated by the Ladbrokes Coral Group plc. Established in 1995 and with 900 betting outlets throughout Italy, this is one of the most nationally-recognised and well-respected betting operators focusing solely on the Italian market. is operated by ElectraWorks, which is, in effect, a subsidiary of digital entertainment plc, originally an Austrian-based online betting company, and a betting partner of big La Liga teams in the shape of Atletico Madrid, Sevilla, Valencia and Villarreal. An important point to consider is that although mostly shares the same layout and odds as the site, there ar

Betaland is an Italian sportsbook and online gaming provider with operational headquarters and gaming licence in Malta. Sponsor of the Orlandini Basket LBA side (known as Betaland Capo d’Orlando), this is a mid-sized operator looking to increase its share of the Italian market.

An Asian sportsbook and gaming provider which has been in operation since2007 and with operational headquarters on the Isle of Man and the Philippines, licensed and regulated through the First Cagayan Leisure and Resort Corporation. The sportsbook is currently a betting partner of Premier League success story Leicester City.

Formerly 138SunGame but rebranded in 2013 as part of its plan to penetrate the European market, this is a fast-developing Asian bookmaker who are currently long-standing shirt sponsors and official betting partner of Watford FC in the English Premier League. Based in the Philippines, the book is licensed by the Isle of Man Gambling Supervisory Commission.

Founded in 1999 and operating under a Maltese gaming licence (the book is regulated by the Malta Gaming Authority), this is an Austrian/German sportsbook sportsbook with European pedigree and focus, and is a notable betting partner of clubs including Hertha Berlin, Schalke 04 and FK Austria Vienna. The sportsbook is also now part of the Betclic Everest Group of companies.