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All UK Betting Companies 2017 | List of British Bookmakers

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The British have a long tradition of placing bets, most notably in the top 10 UK sports betting sites. The sportsbooks have football and horse racing at their core. Even though gambling was not legalised until the 1960s, many of the bookmakers covered on this list have had years and years of experience to give clout to consumers. Many of these older bookies with their brick-and-mortar retail presence have true prowess when it comes to brand equity. In fact, the brand is a fundamental factor for British punters when it’s time to choosing a bookmaker.

If you’re looking to support bookmakers with a local tradition or just want to focus on the markets best served by bookmakers from the UK, we’re giving you the most comprehensive list of betting companies. And of course, if maybe you’re not necessarily convinced and are looking for certain perks that could help sway towards one bookmaker over another. As an added bonus, we’ve also included some bookies that, in spite of being based in Ireland, are incredibly popular among the British punter population, and with that in mind, have vast offerings in British markets in the most popular sports.

  • British bookmakers can offer a truly personalised focus on the markets that you want and use their resources on the markets you’re more likely to bet on.
  • Irish bookies are also worthy contenders to your portfolio since many of them are based out of British territories in order to get gambling licences and open up to the UK market.
  • The biggest markets are undoubtedly football and horse racing; with the majority of our bookies listed naming these sports as their main focus.
  • Many of the most established bookies started out as retail operations; the more-established brands are able to give the competitive advantage of combining the traditional ways of playing with new technologies while still providing the same offering as always.

All UK Betting Companies in 2017

BookmakerOur Test
New Customer
195 / 100£30 FreebetBetway review
294 / 100Bet365 review
392 / 100200% in free betsWilliam Hill review
491 / 100deposit bonus up to £100myBet review
591 / 100Bet £10 and Get £30betfair review
690 / 100No Bonus available.Pinnacle Sports review
790 / 100£30 Money BackUnibet review
889 / 100£30 in Free BetsPaddyPower review
989 / 100Stake £10 get £30betfred review
1088 / 100£40 in Free BetsBetVictor review
1188 / 10050£ FreebetLadbrokes review
1288 / 1002x 100% Winnings BoostLeo Vegas review
1388 / 100Treble Odds888 review
1488 / 100100% on first depositsTipico review
1587 / 100deposit bonus up to €150Sportingbet review
1687 / 100100% up to 20£ free betStan James review
1787 / 100Up to £10 on first depositSmarkets review
1887 / 100100% up to £10 free betYouwin review
1986 / 100up to €50 bonusbwin review
2086 / 100100% up to £45 bonusBetsson review
2185 / 100deposit bonus up to €100Interwetten review
2285 / 10050% sign-up bonusDafabet review
2385 / 100Bet £5 get £20Coral Sports review
2485 / 100£100 Matched DepositMr. Green review
2584 / 100£20 on first depositBetStars review
2682 / 10050% matched bonusTonyBet review
2782 / 100up to £25 free bet188bet review
2882 / 10050% on first depositsNetBet review
2982 / 100£10 Free betGenting Bet review
3082 / 100Up to £50 cash backMatchbook review
3181 / 100Betonbrazil review
3281 / 100Get £25 in free betsBetdaq review
3381 / 100Up to £25 Free BetsBoylesports review
3481 / 100Up to 100% winnings boost32 Red review
3580 / 10012bet review
3680 / 100£10 Free BetComeOn review
3780 / 100138bet review
3880 / 100Fanduel review
3980 / 100100% matched bonusLuxbet review
4079 / 100McBookie review
4179 / 100Sun Bets review
4278 / 100£20 Matched depositMarathonBet review
4377 / 100100€ Cash-Back BonusBetClic review
4477 / 100Bet £10 get £20Betsafe review
4576 / 100Bet £5 Get £20Betbright review
4676 / 100Up to £25 Free BetTotesport review
4776 / 100£200 Matched DepositWinner review
4875 / 100100% on first depositsTitanbet review
4973 / 100Up to €50 on first depositSuperLenny review
5072 / 10050% up to £20010Bet review
5171 / 100Vernons Sports review
5271 / 10050% up to £50RaceBets review
5370 / 100deposit bonus up to €77Expekt review
5410 / 100Sky Bet review

Why Go With The British Bookmakers?

  • Customer service that will meet your needs:

    We Brits are not exactly known for mastering other languages, and this is where the British bookmakers have a significant competitive advantage compared to other sites. The support staff that will be on the other line when you’ve got any type of query will be native English speakers meaning that the total time it takes for any doubts and problems to get resolved will be shorter since things won’t be lost in translation.

  • The content is tailored to you:

    Bookmakers specialising in the British market will have a much more concentrated strategy that is best tailored to the needs of British punters. Your priorities and tastes are at the epicentre of all the promotions available. These bookies won’t be wasting any time trying to have a strategy that will meet the needs of dozens of different customers in different countries.

  • The markets will be of interest to you:

    Let’s be honest; we only really pay attention to European football when it’s the biggest competitions of them all, like El Clásico or The Champions League. British bookies understand this, so the offering will have a heavy focus on British markets. This is especially true when considering that the audience that these bookmakers are trying to capture and cultivate are a large contingency of recreational, small-scale punters. They’re going to really focus on those sports and markets that are in their purview and within their range of expertise.

The Comprehensive List of UK Betting Companies


A fairly new player on the scene which has only been around since 2006, Betway has already been able to use cutting-edge technology to create a pretty loyal following. Since the site was founded by punting aficionados, they were able to take the insights of current fans to build a truly all-encompassing experience. And, if you happen to be a West Ham supporter, stop looking at any other bookmakers. Why, may you ask? That’s because Betway is the official sponsor of West Ham United.


Betfred’s another of the more-established bookmakers with a multichannel presence, albeit starting later than many of the other big players in the category. Since the Done brothers founded their first betting shop in Salford, Betfred aim to provide a “…fun and friendly betting and gaming experience.”

Betfred have got a lot going for them, and in turn, a lot of incentive for you to go play with them. First, they’ve got a distinct product offering that’s sure to suit your fancy. First off is their signature Lucky 15 Bet that’s been a Betfred original since 1984 when it was created by Fred Done. Another one of their best-known promotions is the Double Delight and Hat-Trick Heaven promotion. It was originally created for football and would double your winnings if your player scores two goals within the 90 regulation minutes and then if 3 are scored, then you’d see the winnings trebled!

Since 2011, Betfred’s also the owner of Totesports, making Betfred the home for tote betting. For Man United supporters, this is THE place to have an account given that the Done brothers have made no secret where their allegiances lie.


Sportingbet came onto the scene in 1988 and was one of the first in the UK. They distinguish themselves in their thousands of opportunities available daily, and a sophisticated statistical apparatus that gives punters up-to-date information and plenty of tools to help you wager in a smarter way. The focus on UK markets is clear; on the day of our research, the biggest Champions League matches featuring Arsenal and Manchester City as well as the UK’s Next 5 Races were in their Quick Links section.


Ladbrokes has the distinction of being the first professional bookie in the country and with that has been able to become a leader in traditional and online betting. Their extensive markets in the cash-cow sports of horse racing and football clearly are aimed at attracting and retaining the core punters. They’ve had a very long history and on their website they take great pride into the impact they’ve made on British life, integrating into the social fabric of gaming culture. They also have a Charitable Trust that they use to help invest in their communities. If you’re looking for a bookie with a strong culture of Corporate Social Responsibility, then you are all set. They’re also set to merge with Coral, allowing both of these classic bookmakers to join forces and become better than ever.

William Hill:

With over 70 years of operation, first as an eponymous telephone and post betting service and then adding retail shops upon legalisation of gambling in the early 1960’s and the addition of mobile and online offerings, William Hill today prides itself as the largest brand of retail betting shops in the country. They’re also the most-trusted brand in the industry. With their wide selection of sports and promotions, they’ve positioned themselves as one of the best sites on the UK market.


As we mentioned before, Coral is currently in the process of merging with Ladbrokes, which we feel will greatly improve its service. It’s the third-largest bookmaker in the country and has 80 years of history. One of their big selling points is their vast selection of bet-in play markets, especially ideal for horseracing and football aficionados.

What really sets Coral apart in our opinion is the multichannel CoralConnect service that lets you combine all of the benefits of their vast network of retail betting shops with online and mobile. The account allows different tiers of membership, and if you’re one of those punters that uses both the brick-and-mortar and online operations, you can have the same account balance all on your very own Coral Connect card. MyCoral, the user portal, also adds to the personalisation of the overall punter’s experience. This, and Coral Connect, help Coral make up for the work it needs to do to move higher up in terms of odds. Finally, there are no deposit limits, so we highly recommend Coral for big-spending punters.


Bet365 is by far our favourite bookmaker here on OpenOdds, earning incredibly high marks in its variety of sports offered, special promotions for new and existing users, and of course, numerous other benefits. Their odds are among the best out there and their high-tech platform makes it an incredibly easy to access all of the facets. Plus, it makes it seamless to take advantage of the extensive live-betting offerings as well as the live-stream to go along with it. We cannot laud Bet365 enough.


With 70 years of history, BetVictor today is operated out of Gibraltar to take advantage of the economic benefits afforded to entities in the territory, particularly the lack of sales tax. We recommend BetVictor as one of the best online bookmakers for high-roller punters given that they have no deposit limits at all. The limits are set by the way you pay, except for those payment methods that don’t apply.


Titanbet’s complete platform is backed up by Playtech technology. Playtech is the largest gaming software developer and happens to be publicly traded on the London FTSE Stock Exchange. Besides that, their plethora of sports offerings is complemented by an equally congruent number of promotions that will let you maximise your offerings. There’s also a currently very appetising ‘Bet £50 Get £50’ welcome offer that will certainly excite a good number of you.

Irish bookmakers with a strong focus on the British markets


The largest independent bookmaker in Ireland, albeit operating out of Gibraltar, also boasts licences in the UK and Gibraltar, ensuring that the UK is a big focus of their offerings. They have a specialty in horseracing, offering ample livestreaming in that aspect. There are mobile and tablet apps for you to take the gambling on the go. They also have the valid promotions available on the homepage with tempting offers for you to capitalise on throughout your playing history.

Paddy Power:

While Paddy Power is originally Irish, and is the biggest bookmaker from Ireland, they’ve made a really big inroad in the UK market and have become one of the largest bookmakers out there. One of their advantages, like that of many other established bookmakers, is being able to offer the retail shops as a complement to the online and mobile gaming offerings. Their website got revamped a few years ago and has really upped the ante in the quality of the web experience.


Boasting a British licence in spite of being based out of Dublin, BetBright seeks to really understand consumers’ needs and desires, and through that, tailor the offerings available to the markets that you really want. The big emphasis on football and British and Irish horse racing odds truly speak to the main interests of the British consumer. They also have included more tennis odds as part of their portfolio to help attract a wider market and continue the value proposition.

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Many of the UK’s biggest betting companies are the players that first popped on high streets all over the British Isles: William Hill, Ladbrokes, Coral, and Betfred. Then there are the Irish operators who have made an inroad, and then the online-only players. If you’re looking to only do business with British operators, your choices have plenty to choose from with brands with high brand equity that exude trust, knowledge in the fixtures you like and of course, the resources to make sure your customer experience is flawless. Happy betting with these UK bookies!