UK Bookmakers: Licensed Betting Sites, Apps and Free Bets
There are dozens of bookmakers in the UK, and every one of them needs a licence from the Gambling Commission before it can take your bet. Big high-street names, app-only bookies and betting exchanges all play by the same rules. What changes from one to the next is the welcome offer, the odds, the app and what each bookie does best – racing, football, accas or live streaming.
UK bookies list: every licensed betting site we cover
All of these bookmakers hold a Gambling Commission licence for customers in Great Britain:
- bet365
- Betfred
- William Hill
- Betway
- SBK
- Coral
- Ladbrokes
- Virgin Bet
- LiveScore Bet
- Grosvenor Sports
- QuinnBet
- easyBet
- Spreadex
- Unibet
- Ken Howells
- Smarkets (betting exchange)
- Matchbook (betting exchange)
Below, we look at what each of the big names offers when you open an account.
A nation of football bettors
Betting here is woven into matchday: an accumulator with friends, a price on the first goalscorer, or a live bet as the game swings. It’s entertainment first – a few pounds to make the ninety minutes matter more – and that’s exactly how it should stay.
Top online bookmakers in the UK: what you get when you join
bet365 – live streaming and in-play betting
bet365, based in Stoke-on-Trent, is the bookie to pick if you like to bet while the game is on. It streams hundreds of thousands of events a year, from the Premier League to the NBA.
You can combine several bets from one match with Bet Builder+, and boosted prices on selected markets. Paying in is easy with a debit card, PayPal or Apple Pay.
bet365’s betting site is run by Hillside (UK Sports) ENC, Gambling Commission account 55148. The app has 4.7 stars from more than 450,000 reviews on the UK App Store – more than any other bookie here.
Good for: watching and betting in the same app.
Our view 9.6/10
Likes: the most complete sportsbook we use, live streaming across most sports, fast in-play prices on a busy Saturday, Edit Bet before kick-off.
Watch for: no loyalty scheme, live chat opens with a bot and there’s no phone line; it isn’t always the best price on outrights, so compare on antepost markets.
bet365 · Sports betting
Bet £10 Get £30
bet365 Promo Code365GMBLRTerms: New Bet365 Customers Only. Min deposit requirement. Free Bets are paid as Bet Credits and are available for use upon settlement of bets to value of qualifying deposit. Min odds, bet and payment method exclusions apply. Returns exclude Bet Credits stake. Registration Required. The bonus code 365GMBLR can be used during registration but does not change the offer amount in any way. Time limits and T&Cs apply. #AD 18+ · GambleAware.org
Read our bet365 Promo Code guide.
Betfred – extra places on the horses
Betfred is at its strongest on horse racing. On selected UK and Irish races it pays Extra Places, so more horses count as placed for each-way bets, and the racecard comes with Racing Post Spotlight tips.
The app covers 21 sports. For football there’s Bet Builder, Multi-Match Bet Builder and Sub Switch, which moves your player bet to the substitute if your player is taken off.
Betfred is run by Petfre (Gibraltar) Limited, Gambling Commission account 39544. The app has 4.6 stars from around 70,000 UK App Store reviews, and the welcome offer is the biggest on this page – you’ll need to pay in with a debit card.
Good for: each-way racing bets.
Our view 9.3/10
Likes: a proper bookie in your pocket: every UK and Irish horse and greyhound race streams on a funded account, with Best Odds Guaranteed on all of them.
Watch for: live chat queues can run long at busy times, and phone support keeps office hours.
Betfred · Sports betting
Bet £10 Get £50
Promo CodeGET!code applied automaticallyTerms: New customers only. Register, deposit with Debit Card, and place first bet £10+ at Evens (2.0)+ on Sports within 7 days to get 3 x £10 in Sports Free Bets & 2 x £10 in Acca Free Bets within 10 hours of settlement. 7-day expiry. Eligibility & payment exclusions apply. Full T&Cs apply. 18+ · GambleAware.org
Read our Betfred bonus review.
William Hill – acca boosts and Best Odds Guaranteed
William Hill pays Best Odds Guaranteed on UK and Irish horse racing: if the starting price is bigger than the price you took, you’re paid at the bigger price. You can also watch races live in the app.
On football, the Acca Boost adds extra winnings to accumulators of two or more legs, up to 200% on 20 legs or more. The Bet Builder Hub shows how each part of your bet is doing during the game.
William Hill is run by WHG (International) Limited, Gambling Commission account 39225. The app has 4.7 stars from more than 200,000 UK App Store reviews. Enter the Promo Code when you register to get the welcome offer.
Good for: football accas and racing.
Our view
Likes: an Acca Boost that climbs to 200% on 20 legs or more, Best Odds Guaranteed on UK and Irish racing, and races streamed in the app.
Watch for: the welcome offer needs the Promo Code at registration – you can’t add it afterwards.
William Hill · Sports betting
Bet £10 Get £40
William Hill Promo CodeFB40Terms: New UK customers only, registering with promo code FB40. Make your first deposit of £10+, then place a £10 single bet from main balance at odds of EVS+ (2.00+) on any sports market (excluding Virtuals). Get £40 in Free Bets (4x£10) after settlement. Each £10 Free Bet is valid on any Bet Builder, expires in 7 days, non-withdrawable and must be used in full (£10 each). Deposits via PayPal, Neosurf, Paysafe, Apple Pay, NETELLER, Skrill, ecoPayz, Kalibra/Postpay and WH PLUS Card excluded. One per customer. Play Safe. Online only. Full T&Cs apply. #ad 18+ · GambleAware.org
Betway – football, esports and US sports
Betway covers more than 30 sports, along with esports such as Counter-Strike, League of Legends and Dota 2. It streams live games every day, including the NFL and NBA.
You can build your own bet before or during a match, and cash out all or part of a bet before it finishes. The welcome offer comes as free bet tokens and needs a debit card deposit.
Betway Limited holds Gambling Commission account 39372. The app has 4.7 stars from around 47,000 UK App Store reviews.
Good for: esports and American sports.
Our view 8.8/10
Likes: the app we’d trust on a busy Saturday – clean, quick, and it stays up when the 3pm kick-offs go in-play.
Watch for: the free bet tokens each carry their own restrictions, and only debit card deposits count for the welcome.
Betway · Sports betting
Bet £10 Get £40
Promo CodeGET!code applied automaticallyTerms: New customers only. Place a min £10 bet at min odds of 2.0. £40 worth of Free Bet Tokens awarded on bet settlement. 4 x £10 each with betting restrictions. 7 day expiry. Debit Card deposits only (exclusions apply). Bet The Responsible Way. Full Terms apply. 18+ · GambleAware.org
SBK – odds from the Smarkets exchange
SBK is a betting app from the team behind the Smarkets exchange, and its odds come from the exchange. A Price+ label tells you when SBK has the best price – and when it doesn’t.
You can see what other punters are backing in the Bet Feed, and Fresh Legs keeps your football bet alive when your player is subbed off. UK, Irish and French racing is streamed in the app.
SBK is run by Smarkets (Malta) Limited, Gambling Commission account 39173. The app has 4.6 stars on the UK App Store.
Good for: punters who shop around for the best odds.
Our view 8.9/10
Likes: exchange-driven odds that regularly beat the high street, plus a social Bet Feed for following tipsters and friends.
Watch for: app-only with no desktop site, and the sports menu is narrower than bet365’s.
SBK · Sports betting
Bet £10 Get £40 in Free Bets
Promo CodeGET!code applied automaticallyTerms: New UK customers. Min £10 first deposit. Place a bet of £10 at min odds of 3.0 and get £40 in Free Bets within 48 hours. Restrictions apply. Full T&Cs apply. 18+ · GambleAware.org
Read our SBK welcome offer guide.
Coral and Ladbrokes – start with a £5 bet
Coral and Ladbrokes belong to the same group, Entain, and share one Gambling Commission licence: LC International Limited, account 54743. At both, a £5 first bet is enough to get the welcome offer.
Both pay Best Odds Guaranteed on UK and Irish horse racing, and Coral does the same on UK greyhounds. Ladbrokes adds Acca Boosts and its 2Up & Win football market.
Both apps have 4.7 stars on the UK App Store, from around 70,000 reviews for Coral and more than 100,000 for Ladbrokes.
Good for: first-time punters who want to start small.
Our view Coral 9.0 · Ladbrokes 8.6
Likes: the gentlest way in – a £5 first bet – and Coral’s racing product, with Best Odds Guaranteed and the Connect Card for cashing out in a shop.
Watch for: the free bets are restricted to selected markets, and the seven-day window is tight if you only bet at weekends.
Coral · Sports betting
Bet £5 Get £30
Promo CodeGET!code applied automaticallyTerms: New UK + ROI customers only. Certain deposit methods & bet types excl. Min first £/€5 bet within 14 days of account reg at min odds 1/2 to get 6 x £/€5 free bets (selected sportsbook markets only, valid 7 days, stakes not returned). Restrictions + T&Cs apply. 18+ · GambleAware.org
Ladbrokes · Sports betting
Bet £5 Get £30
Promo CodeGET!code applied automaticallyTerms: New UK+ROI Customers only. Certain deposit methods & bet types excl. Min first £5 bet within 14 days of account reg at min odds 1/2 to get 6 x £5 free bets (selected sportsbook markets only, valid 7 days, stake not returned). Restrictions + T&Cs apply. 18+ · GambleAware.org
Unibet – Bet Builders and European football
Unibet runs on the Platinum Gaming licence it shares with 32Red, and its football coverage runs deeper into the Bundesliga, Serie A and the Nordic leagues than most UK books bother with. The Bet Builder is quick, and the live casino draws on the full Evolution range if you want both in one account.
Good for: Bet Builder fans and anyone who follows football beyond the Premier League.
Our view 8.7/10
Likes: deep European football markets and a quick Bet Builder.
Watch for: the £20 qualifying stake is double most rivals’, and only debit cards or instant bank transfers count for the welcome.
Unibet · Sports betting
Bet £20 Get £40
Promo CodeGET!code applied automaticallyTerms: New GB customers only. Opt in, deposit and Bet £20+ on sports at min odds of 2.0+ (1/1) for £40 in Free Bets within 7 days of registration. Debit cards or instant bank transfers only. Free bets expire within 7 days of issue. Geographical restrictions and T&C’s apply. 18+ · GambleAware.org
Virgin Bet – football first, low qualifying odds
Virgin Bet runs on the same platform as LiveScore Bet, with a clean app that puts football front and centre. Its minimum qualifying odds of 1.5 are among the lowest of the big names, so a short-priced favourite is enough to qualify for the welcome.
Good for: football bettors who want an easy qualifying bet.
Our view 8.0/10
Likes: a tidy app and an easy qualifying bet.
Watch for: the free bets are split between the sportsbook and Bet Builders, and there’s little beyond the welcome for existing customers.
Virgin Bet · Sports betting
Bet £10 Get £30
Promo CodeGET!code applied automaticallyTerms: New members only. £10+ bet on sports (ex. virtuals) at 1.5 min odds, settled within 14 days. Free Bets: accepted in 7 days, valid 7 days; £20 use on sportsbook, £10 on Bet Builder. Stake not returned. T&Cs + deposit exclusions apply. Bet Responsibly. 18+ · GambleAware.org
LiveScore Bet – betting inside the scores app
LiveScore Bet sits inside the app millions already use for scores, which makes an in-play bet a tap away from the match you’re following. The welcome mirrors Virgin Bet’s, with a 1.5 minimum on the qualifying bet.
Good for: following live scores and betting in one place.
Our view 8.1/10
Likes: scores and betting in one app, and low minimum odds on the qualifying bet.
Watch for: the free bets are split, so you can’t put the full amount on one selection.
LiveScore Bet · Sports betting
Bet £10 Get £30
Promo CodeGET!code applied automaticallyTerms: New members only. £10+ bet on sports (ex. Virtuals) 1.5 min odds, settled within 14 days. Free Bets: accept in 7 days, valid 7 days; £20 use on sportsbook, £10 on Bet Builder. Stake not returned. T&Cs + deposit exclusions apply. Bet Responsibly. 18+ · GambleAware.org
QuinnBet – racing promotions and money back
QuinnBet’s welcome refunds part of your first day’s losses as a free bet rather than handing over a bundle up front. The racing promotions – Best Odds Guaranteed from 10am, extra places and faller insurance – are the real reason to open an account.
Good for: regular racing punters.
Our view 8.3/10
Likes: one of the deepest sets of racing promotions among UK bookies.
Watch for: the welcome needs three bets on different events, and the refund only covers your first day.
QuinnBet · Sports betting
Get 50% Back as a Free Bet up to £25
Promo CodeGET!code applied automaticallyTerms: New UK Customers Only. Bet £10+ on any sportsbook markets at odds of evens (2.00) or greater. No cash out. Get 50% back of your first day’s losses (from first bet settlement until 23:59) as a Free Bet up to £25, valid for 7 days. Min. 3 bets on different events required, with 2 bets being at least 50% of your largest stake. Place at least 1 bet of £10+ at odds 2.00+ to receive a £5 Free Bet even if your account is up or losses are under £5. T&Cs Apply. 18+ · GambleAware.org
easyBet – a new UK sportsbook
easyBet is a clean, new sportsbook whose welcome counts across two different events, so you can’t qualify with one big single. It also runs Predictions markets and its own betting exchange alongside the sportsbook.
Good for: trying something newer than the high-street names.
Our view 7.4/10
Likes: a fresh, uncluttered app and more than one way to bet.
Watch for: a shorter track record than the established bookies, and e-wallet first deposits don’t qualify for the welcome.
easyBet · Sports betting
Bet £20 Get £20
easyBet Promo CodeEB20Terms: New customers only. To qualify for free bets, the new user must place and settle £20 on easyBet markets. The user must bet on at least 2 different events to qualify. The user must place and settle bets at odds of 2.0 or more. An event is classed as two different sporting events. Bets can be placed on singles, multiples and Bet Builders. The user must place and settle bets before the closing date of the promotion to qualify. Users making their first deposit by Skrill, Neteller or PaySafe card will not qualify for this promotion. T's and C's Apply. Be Gamble Aware. 18+ · GambleAware.org
Best UK bookmakers by what you bet on
Racing first? Our guide to horse racing betting sites goes deeper.
UK betting in numbers
The Gambling Commission’s figures for April 2025 to March 2026 show where British punters put their money, and how fast the high street is shrinking.