The best British betting sites offer highly competitive odds, top promotions, and extensive markets for all punters. That said, finding the best options isn’t easy with so many online and app-based platforms live and available in the United Kingdom.
So, in this article, we introduce you to the best online betting sites in the UK, focusing on what makes these bookies unique. We also reveal how we rate and review online bookmakers and how to sign up for the best bonuses and boosts this year.
The Best Online Betting Sites in the UK This Year
Find the best online betting sites in the UK and discover what makes them unique. Sign up for the top British betting sites via Gambler Media.
All British Sportsbook – The Best UK Bookie for Cashback
💸Best offers: 10% daily cashback and an Acca Boost on all 4+ football selections
💬Our editor’s view: “I want to kick things off with All British Sportsbook, a UK-themed online bookie with decent odds and a vast array of European and US sports betting markets. If I had to recommend All British for one reason only, it would be the offer of 10% cashback, which I haven’t found at any other UK online sportsbook.
On all deposits after your first, you will receive 10% cashback on all your sportsbook and casino losses. This is a big deal and earns All British its place as one of the best British betting sites in the UK right now.”
Bet365 UK – Number One for Online Streaming & In-Play Betting
💸Best offers: £30 in free bets for new customers and regular odds boosts
💬Our editor’s view: “Bet365 is undoubtedly one of the best online bookies in the United Kingdom, but my favourite thing about it is the incredible in-play markets offered. Bet in play on all sports, tournaments, and events, including football, golf, tennis, and horse racing.
If you have funds in your Bet365 account, you can stream hundreds of live events daily, making it a great alternative to an expensive cable sports subscription. Also, Bet365’s offer of £30 in free bets to all new customers is a great way to kick things off.”
Betfred Sports – A Top Independent Bookie with Great Promotions
💸Best offers: £50 in free bets for new customers, football Acca Flex, and extra-place horse racing payouts
💬Our editor’s view: “I’m a long-time customer of Betfred, and I love how many promotions are offered here. I use the football Acca Flex promo weekly, which offers to double your money if all five of your selections win. If you’re a horse racing punter, you can access numerous other promos, like the extra place races.
I also appreciate that Betfred is a long-standing independent bookmaker in the UK with an excellent reputation. As such, you can be sure of secure and fair betting, while Betfred’s odds always offer good value, particularly when you activate some of the site’s promotions.”
Fitzdares Sports – A Great Bookie for Niche Sports
💸Best offers: Price negotiations (via phone and text) plus money-back specials
💬Our editor’s view: “If you regularly bet on niche sports, Fitzdares is one of the best British betting sites for you. I found options, markets, and odds for Gaelic football, alpine skiing, and biathlon, while foreign sports like Aussie Rules are also offered.
Another quirk of Fitzdares that I like is that you can phone or text your bets to the bookie and they will respond with negotiations, which is a great feature if you want to access better prices. While not the best-known UK bookie, Fitzdares has an excellent reputation among its users.”
Unibet Sportsbook – One of the Best British Betting Sites for Horse Racing
💸Best offers: Horse racing odds boosts, £40 in free bets as a new customer, best odds guaranteed on UK and Irish horse races
💬Our editor’s view: “Unibet covers all major and niche sports, but I rate it among the best online betting sites in the UK for horse racing. Why? Well, I love the guarantee of the best odds for all UK and Irish horse races, while the daily Uniboost racing offer is a great way to lock in even bigger payouts when your horse wins.
If that’s not enough, Unibet offers extra places on selected horse races and money-back specials as a free bet if your horse finishes second or third in selected races. There’s even a racing-specific welcome bonus, which gives you two free £10 bets when you stake £20 as a new horse racing punter.”
Winissimo – A Small New UK Bookie with Great Odds
💸Best offers: £10 free bet for all new customers
💬Our editor’s view: “If you’re tired of the big names in the UK online betting industry, check out Winissimo, a relatively new and independent online bookie with a growing reputation. All major and niche sports are covered, while there’s a decent £10 free bet welcome bonus for all new customers.
However, in my research, I found Winissimo to offer highly competitive odds for major competitions, sometimes outperforming industry leaders across markets like football and golf. Though not well known, Winissimo is licensed and regulated by the UKGC and is a great place to bet on your favourite sports this year.”
10bet Sports – A Great Mobile-First Sportsbook App in the UK
💸Best offers: £50 welcome bonus, monthly free bets, and a 100% boost on winning Accas
💬Our editor’s view: “I was drawn to 10bet as it’s a modern sportsbook and casino with a mobile-first approach. The iOS and Android apps are intuitive and easy to use, offering access to dozens of sports and markets with reasonable odds and promotions.
Specifically, I love the 100% boost on winning Accas promotion, which applies to successful accumulators with at least three selections, fewer than those required via other Acca boost promotions. The £50 welcome bonus is also decent, and you can access free bets every month when you opt in to the promotion via your 10bet app.”
What We Look for in the UK Sports Betting Sites
How do we choose the best British betting sites? Here are the non-negotiables we look for in any online bookie that we recommend:
The Best Odds – Betfred
The thing that the best British betting sites do better than everyone else is the value of the odds. When writing our reviews, we check odds comparison sites for real-time insight into which sites offer the best odds for all sports and competitions.
All the best online betting sites in the UK that have made our top list offer excellent odds, ensuring good value for money.
Extensive Markets & Betting Options – bet365
Sports betting has come a long way in a short space of time. Punters now want much more than the option to back a team or sports person to win. Options like totals bets, accumulators, and exotic wagers should be offered.
Equally, live betting must be available, while live streaming is a big bonus. The more markets and betting options offered, the better.
Promotions and Betting Offers – 10bet
A key feature of the best British betting sites is that they deliver regular promotions and offers to all UK players. We look out for odds boosts ahead of special events and accumulator boosts for weekly football bettors, as these are a big deal among UK punters.
We also check for free sports bets for new customers, as everyone loves a freebie when getting started at an online bookie.
Outstanding Bet Types Variety – MrPlay Bet
All British betting sites offer football betting markets, but what else is available? We like to see at least thirty sports covered and give a big thumbs up to sites that offer niche markets. We also recognise the growing trend of Esports and virtual sports betting in the UK and would like to see these markets offered.
Licensing & Regulation
A platform must be licensed and regulated by the UK Gambling Commission to make our list of the best online betting sites in the UK. At Gambler Media, we never advocate for offshore sportsbooks, so rest assured that all sites we recommend are correctly licensed and audited for fairness.
Join the Best UK Online Betting Sites
| Bookmaker Sites | Best For | Betting Offer | App Feature | UKGC Licensed |
|---|---|---|---|---|
| Bet365 UK | In-play & soccer live streaming | Bet £10, Get £30 in Free Bets | Huge live betting markets + odds | ✅ Yes |
| Betfred Sports | Odds & horse racing promotions | Bet £10, Get £50 in Free Bets | Acca Flex, Extra Place races | ✅ Yes |
| All British | Cashback betting bonus | 10% Cashback on losses | Unique daily cashback on deposits | ✅ Yes |
| Fitzdares | Niche sports & VIP service | Customised price offers | Bet via phone or text | ✅ Yes |
| Unibet UK | Horse racing betting | £40 in Free Bets + £10 Casino Bonus | Best odds guaranteed (UK/Irish races) | ✅ Yes |
| Winissimo | Smaller sportsbook, great odds | £10 Free Bet | Competitive odds on football & golf | ✅ Yes |
| 10bet Sports | Mobile betting experience | 100% up to £50 (code: SPORT) | Acca boosts, slick betting app | ✅ Yes |
| Mr Play Bet | Esports & bet types variety | Bet £10, Get £10 Free Bet | Football bet builder + virtual sports | ✅ Yes |
If you’re after a British-licensed online bookie with the full package, start with Bet365 or Betfred. Fancy something fresher? Winissimo offers great value and odds. Want cashback every week? You can’t go wrong with All British Sportsbook.
Are you ready to sign up and bet on your favourite sports? Join the top British Betting sites via Gambler Media today to unlock bonuses and great value ongoing promotions.
Don’t forget to read the terms and conditions carefully before unlocking a welcome bonus to avoid missing out as a new customer.