A brand new betting brand has hit the market, founded by Paul Colley, ex CFO of BetGoodwin, another bookie I recommend. This is good news, because it means BetTOM is starting from a very strong base.
It also makes BetTOM a rare UK based online bookmaker, which really matters to some people. Betting with BetTom is the equivalent of buying from the local butcher rather than going to a big supermarket chain. More of your money flows back through the UK economy. It also makes them accountable and builds trust.
But that is not the only reason to bet with them.
BetTOM have partnered with EveryMatrix, enabling them to offer markets on more than 400,000 live and pre-live events each year, as well as delivering them on a website that is secure, stable and fast, with a user interface that customers will love.
The focus is on British sports but there are absolutely loads of markets in sports that are more niche on these shores, and they even have a bit of live streaming on the horses and the greyhounds which is rare for a new brand.
- Buy British – This is a British bookie through and through. Registered here, the main focus is on UK based sports, and even the brand colours remind you of the Union Jack.
- EveryMatrix Partnership – EveryMatrix are a highly regarded sportsbook solution provider powering some of the biggest brands in the industry. The fact BetTOM work with them gives the brand instant pedigree.
- Live Streaming – UK and international horse and greyhound races can be live streamed here.
Website and Interface
What a lovely, fresh, and very blue interface BetTOM has.
The layout is your typical 3 column split, with the A-Z on the left, the odds and markets in the middle, and the betslip along with any extras on the right. It works well, most sites do this, so if it ain’t broke don’t fix it and all that.
Clicking on any sports category will reload the middle column with the appropriate information, and it’s a very quick site so this takes no time at all. The info is nicely spaced out, and it’s very obvious if you have selected anything as the tile changes colour to red, so you can’t miss it. There’s no danger of accidental selections or anything like that.
One thing I really like is that all the subcategories within a sport are laid out across horizontal menus at the top. This reduces the amount of scrolling needed no end, and means you can take in all of the options available to you at once. Very neat.
You could argue the site has been stripped back a little too much. I can see that point of view, it does look basic. The benefit of that though is improved performance and navigation. Do we really care if our bookie has soft shading and gently luminous highlights as added visual touches? I just want to find my bet and get it on.
Let’s call it a no nonsense website that dutifully gets on with its job and doesn’t cause you any problems.
What Sports Can You Bet On?
I could just write “all of them” and end this section, but I won’t.
It does have pretty much every sport available to bet on though: football, horse racing, greyhounds, American football, baseball, basketball, hockey, cricket, golf, tennis, etc. They don’t get too niche, but the likes of esports, cycling and hurling can be wagered on as well.
As with all betting sites, there is greater market depth in the most popular sports, but BetTOM have gone a bit mad with this. For example, you can bet on the 2nd Division of women’s football in Denmark, men’s and women’s handball is Costa Rica, and Spanish squash.
It’s safe to say that 99.9% of bettors will find their favourite sports, league or competition available to punt on here. They have over 400,000 events per year on the site.
When talking about bet types, it’s an absolute treasure trove. You won’t just mind the usual markets here like over/unders, Asian handicaps, and player to score. Oh no. There’s all sorts here. Too much for some perhaps. There were close to 400 bet types available on a Club World Cup game between Inter Miami and Al Ahly last time I looked, so you can expect even more on bigger games.
You can use bet builders, there are fast markets, all sorts to explore.
Odds and Offers
They have Best Odds Guaranteed here, so that’s the first big green tick on the list, cash out and partial cash out is another.
Promotions aren’t really a strong suit, but the site is still new, and this is an area that generally improves over time with new betting brands. Plus, it’s not like there aren’t any promotions at all. Outside of the welcome offer you will find some nice little extras, mainly aimed at horse racing bettors, but nevertheless, it shows willing.
It’s also worth reminding you that a bookie offering great odds in the first place doesn’t need promotions to improve them. I would say BetTOM offers respectable odds from what I have seen. They are stronger in some areas than others, such as American sports on my last check, but from my testing they were never taking liberties with their margin.
They seem to be giving fair odds on the whole and that’s a really good sign.
Live Betting and Streaming
The live betting interface isn’t my favourite, but there’s certainly nothing wrong with it.
In my mind it feels a bit old fashioned, but then I suppose that fits in with the brand’s more traditional approach. It isn’t trying to draw customers in with all singing all dancing inplay features, but it has plenty of live sport to bet on nonetheless.
The interface might not be pretty but it’s very easy to use, with all the different sports across the top and the betting markets housed in collapsible units below. These markets can be viewed in many categories too, which makes browsing a lot easier.
There is a visualisation of many events, showing the basics of what is going on and some very simple stats, but this is not a feature rich tool. That said they do offer some streaming. UK and International horse racing and greyhound racing can be watched via live stream, and more sports could well be added to this in time.
For now though, live betting is a no frills affair at BetTOM.
Banking
| Method | Min Deposit | Min Withdrawal | Fees | Withdrawal Time |
|---|---|---|---|---|
| Debit Card | £10 | £10 | 0% | Up to 24 hours |
| Apple Pay | £10 | n/a | 0% | n/a |
As a new betting brand, BetTOM have limited banking options. It’s easier and cheaper for them this way, meaning they can afford to give you better odds and promotions.
Plus, the vast majority of people are happy enough to use a debit card, so the options to use Trustly and Apple should cover the few that would rather not. If you’re one of the few that don’t like any of these payment providers you will have to go elsewhere, but just know, it’s not them, it’s you.
The minimum deposit is industry standard as is the minimum withdrawal, and withdrawal times state up to 24 hours but when I tested them it took literally a couple of minutes for the money to show up in my account.
The £100k max win (per day) is a bit low compared with bigger brands, but come one, when was the last time you had to worry about those sorts of numbers?
Customer Service
There are limited contact options at BetTOM too, but that doesn’t mean the customer service options are bad. E-mail and live chat are the only ways to raise an enquiry, but they are both very easy to access and the staff are quick to respond. The team work 9am until 9.30pm.
What’s more, being a UK based company you will always be speaking to someone who speaks English as a native language. This always makes more complicated queries easier to navigate.
They could add a more typical FAQ – at the moment the information you might be looking for is scattered around different sections of your account menu – but that’s a minor point for improvement. It would just be useful to have it all contained in one searchable area, but the main point is help is there if you need it.
Brand History
Since the company only launched in 2024, there is no brand history to speak of.
That said, the people involved have been in the industry for a very long time, and BetTOM share a connection with another historic betting brand, BetGoodwin.
Although they are technically two separate entities, BetTOM and BetGoodwin are sister sites in reality. They both operate from the same address in Uckfield, they both use the same platform provider in Everymatrix, and there are some key personnel with a foot in each camp too.
Chief among them is Paul Colley, once the Chief Financial Officer at BetGoodwin, and now the Director of BetTOM. He isn’t the only link between the two brands, but he is the man at the top.
BetGoodwin (Goodwin Racing) has been operating in the UK since 1997, originally set up as a telephone betting service and one of the few companies to still offer this feature. They have launched online since then, but are a very traditional brand.
BetTOM looks to be an attempt to diversify and modernise slightly, without just copying everyone else. It still feels like a traditional brand, but it’s online only.
Contact and License
- Name: BetTOM
- Registered Company Name: Bet Tom Limited
- UK licence ref/No: 64959
- URL: http://www.bettom.com/
- Live Chat: Available onsite
- E-Mail: [email protected]
- Twitter: None
- Registered company address: 3a Kingfisher Court, Brambleside, Uckfield, TN22 1QQ, United Kingdom