Best Betting Sites UK 2023: Top New Online Bookmakers
We have developed a rating system to evaluate all legal UK betting sites to provide an objective assessment of online sportsbooks. There are nine criteria to consider: the number of events and markets, mobile apps, streaming, new customer bonuses, existing customer offers, sign-up and support service quality, legal information presentation, and ease of navigation. We assessed all the licensed bookies for each parameter and then calculated the average value, which is an objective evaluation of the betting service.
We do not limit ourselves to numbers and describe the offers of the best betting platforms in detail. This page also includes niche ratings (best betting sites for football, horse racing, tennis, etc.).
Let's find out which UK sports betting sites are worthy of your attention.
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List of Online Bookmakers for March 2023
Ranked 3rd for Promo Offers
Leader in Hi-Tech Features 
Ranked 2nd for Promo Offers 
Other legal bookmakers
Leader in UK 
The position of the bookmaker in this list is determined on a commercial basis. The ratings on Match.Center are compiled as honestly and objectively as possible, so we indicate "Not for sale" to make it clear which are based on merit.
This page contains the best bookmakers chosen by us based on the experience of our Match.Center authors. We are a global project. We evaluate the legal betting businesses of various countries based on best practices . We take into account all the finer details including how they adhere to legislation as well as their day to day business practices. The evaluation criteria doesn’t change regardless of whether a betting company is our partner or not.
Best Betting Sites Free Bets for March 2023
Keep in mind that gambling operators, including online gambling sites and online sports betting sites, are not allowed to accept credit cards as a deposit method. Make sure you read the welcome offer terms and conditions carefully, as using your preferred deposit method may mean you won't qualify for a Free bet or bonus. Look for sections "deposit method restrictions apply" or "payment method exclusions apply".
Best UK Online Bookmakers by Category
 Best Cash Out Betting Site | Bet365 |
 Best Bet Builder Betting Site | Parimatch |
 Best Horse Racing Betting Site | William Hill |
 Best Football Betting Site | Sky Bet |
 Best Esports Betting Site | Betway |
 Best Exchange | Betfair |
 Best Offers & Promos | Quinnbet |
 Best New Betting Site | Virgin Bet |
 Best Spread Betting Site | Spreadex |
 Best Odds | VBET |
 Best Mobile App | Ladbrokes |
 Best Payment Methods Variety | William Hill |
 Best Support | Parimatch |
15 Best Betting Sites Review
A leader in streaming among online bookmakers, Bet365, offers bets on more than 30 sports, political and cultural events and has a strong fantasy platform. There are around 120 football tournaments, and the range of sports betting markets for the most popular games is up to 1700.
As for horse racing, Bet365 offers bets on races on all inhabited continents, as well as bonuses. Also, this online betting site has the widest range of Esports markets of any legal betting site in the UK.
At Bet365, the minimum deposit is £5, which is rare. That said, you can get an excellent 500% welcome bonus even for such a deposit.
| Welcome offer | Wagering requirements | Minimum deposit | Minimum odds to wager | Payment methods |
| 500% on First Deposit Up to £50 in Free Bets | x3 | £5 | 1/2 | Debit cards Visa/Mastercard |
William Hill is the UK benchmark in football, horse racing, cricket, golf and other favourite British pastimes. The range of sports betting markets for some top football matches is astonishing, with around 700-850 markets giving a total of more than 2000 betting options. With Bet Builder, you can make any combination you like, so the lack of the Request a Bet function is unnoticeable. For Bet Builder combinations, there is one bonus per day to choose from: a risk-free bet or odds boosts. A great addition to the regular price boosts truly "EPIC odds".
There are horse racing events from the UK to South Africa and from Japan to Chile. For most of them, there is live streaming: many streams are available for free, and some even without registration. Bonuses (BOG and Enhanced odds) are available mainly for UK and Irish races, although Extra Places can be for any event.
| Welcome offer | Wagering requirements | Minimum deposit | Minimum odds to wager | Payment methods |
| Bet £10 Get £30 in Free Bets | No | £10 | 1/2 | Debit cards Visa/Mastercard |
As Sky Bet has not yet entered the global market, it focuses primarily on customers in the UK and Ireland. Sky Bet is mainly devoted to football and horse racing. There are price boosts for the English leagues and the top divisions. Of the other sports, regular bonuses are also awarded for darts and cricket. Currently, the NBA is the only non-British sport with a great betting offer at Sky Bet, and there are free streams and niche bonuses available there as well.
There are around 1200 options to choose from for top matches, so Bet Builder fans have plenty to get excited about. You can also request your own combination on the site or via Twitter.
Sky Bet accepts a £5 deposit, which is enough for a £30 welcome bonus. For existing customers, there's the best Free bet club on the market.
| Welcome offer | Wagering requirements | Minimum deposit | Minimum odds to wager | Payment methods |
| £30 in Free Bets When You Place Any Bet | No | £5 | No | Debit cards Visa/Mastercard |
How We Evaluate Betting Sites
We have developed a rating system where we evaluate all legal online sports betting sites in the UK according to nine criteria and provide an overall score. Please read more on the How We Evaluate page.
How do we process the information, and what do we look for?
Licence and Security
Only UK online betting sites officially licensed by the UK Gambling Commission can be a part of our rating. We check if a licence is valid on the UKGC website. We also pay attention to the availability of licensing information.
We do not work with illegal enterprises and frauds. Personal data processing rules, responsible gambling policies, and other official documents of a bookmaker are evaluated for your safety before rating.
Variety of Sports, Markets & Bets
Betting sites also get a rate for the markets they offer. There are 3 criteria that help evaluate this:
The next step after the margin evaluation is assessing the UK sports betting sites based on what odds they offer.
Odds
We take margin into account when we evaluate betting odds. The margin determines a bookmaker’s fee. If the margin is low, the odds are more attractive for the customers.
Every UK online betting site has markets with low, medium, or high odds. This depends on the level of a tournament, the popularity of a market, and the possibility of finding enough information to make the right prediction.
Usually, sporting events with high margins are not good for customers. But at the same time, it may mean that the bookmaker has very little information about this niche sports event. In other words, punters can dig deep to find useful information, which could help them make better predictions. You need to choose what level of risk fits you more.
Betting Offers
We rate online bookmakers’ special offers separately for welcome bonuses and rewards that are aimed at existing customers. Among the Welcome bonuses we highly appreciate rare non-deposit offers. Offers for current users are rated with a focus on loyalty programs, reload bonuses, active contests and other promotions.
Payment & Withdrawal Options
The main criterion in this case is the number of available deposit and withdrawal methods. Good online sports betting sites in the UK have many options, so their customers can pick the one they like most.
Of course, most UK customers use just a couple of payment methods. So, the fact that a bookmaker integrates many payment methods shows that the company cares about its clients. So, UK betting sites with a wide range of payment methods have an advantage.
Customer Service
Every client may face issues with a bookmaker someday. In this case, the way the customer support service works is very important.
Our experts examined how this service operates at each company listed in our rating. They asked a few questions and rated the UK’s online betting sites based on how fast and well-qualified the managers responded.
Extra points were granted to UK betting sites that provide many methods of contacting the customer support service. Email, a phone number, and a live chat are available on the website and in the app.
Mobile Apps
A Betting.co.uk report says that over 50% of UK customers gamble using mobile devices. To make our rating, we analysed the apps that betting sites in the UK provide for smartphones and tablets.
For a better rating, an online bookmaker should provide apps for both Android and iOS devices. Any other software is not counted, as it’s not really widespread. StatCounter reports that Android has 48.9% of the British mobile market and iOS has 50.55%. A bookmaker gets equal points for offering both apps.
Site Functionality
A decent bookmaker should have an attractive and convenient website. We list betting sites in our rating based on the following criteria:
A separate mobile version is counted, too. If a bookmaker doesn’t provide good service to smartphone and tablet users, the company gets a lower rating.
Live Betting & Streaming
Live betting is attractive because it allows you to see what exactly is happening on the field before betting on a team or a player. Today, almost every UK betting site offers a live betting service. We rate online betting sites based on the variety of betting markets they offer.
Streaming demands quite a large financial investment as good technological platforms and broadcasting rights are needed. If all the features for live betting are available, that means that the UK betting site cares about its customers' betting experience.
Extra points are given to online sports betting sites that offer a schedule of upcoming sporting events, a feature to add your favourite sports events to a special list, and other interesting options.
New Betting Sites: How to Make a Choice
To be honest, bookmakers like Bet365 and William Hill are extremely hard to beat. The betting giants put huge resources into their products. Quality coverage with hundreds of leagues, live streaming, and bonuses for new and registered customers all require a lot of resources that new online betting sites don't have.
New betting sites that haven't started until 2019 can't compete on par with the best online bookmakers in every aspect of the betting product, but they can offer something:
No one is forcing you to leave Betfair if that platform suits you, but you can get a welcome bonus from new bookmakers like STSBet or Parimatch.
Another reason to sign up with new betting sites is the restriction on limits for sports bettors with a positive balance. Online bookmakers limit the maximum amount for those who win to cut their own losses. You (and we) may not like it, but business is business. Even the best online bookmakers do this. In such cases, you must look for a new betting site, which is highly likely to restrict account usage after a while too.
Whatever your reasons for paying attention to new betting sites, in 2023 we suggest you start with the following top ten:
Football Betting Sites
Football is a field for betting innovation. No one is surprised by the wide range of betting markets these days. Even mediocre online bookmakers offer football bets on hundreds of tournaments in dozens of countries. The competition is in the technical field. Until recently, Bet Builder (the ability to create a combination of the markets of a single match) was advertised as "know-how", but now it has become commonplace.
In 2023, advanced online bookmakers will allow you to create combinations from Bet Builder bets and even offer to request your own bet via support and social media. We'd like to see more football betting sites with deep statistics and wide streaming coverage.
Here are our picks of the best UK betting sites for football and why we chose them.
We present our top online bookmakers:
