New betting sites are now popping up online at an ever increasing rate. These companies are all safe to gamble with if they have a UK gambling commission license, but that doesn’t necessarily mean they are all that good in terms of markets, features and terms. It isn’t too hard to set up a new online bookie/casino these days with many new sites being white labels, meaning they use third party software, services and odds feeds. This is no bad thing, but it can make finding a good site very hit and miss.
There are however some genuinely good new brands out there that offer something unique and innovative, and that is what this page is for. At OnlineBetting.org.uk we review our recommended bookmakers in great depth. We don’t just cover welcome offers and free bets, rather we go into significant detail breaking down sites by payment methods, payout limits, features availability (cash out, streaming, etc.), market depth, how friendly they are, how easy to use their product is, and more. We try to help people find the right online betting brand for them without trying to push any company on someone that won’t suit them.
We know however that people like to try new things, whether that be for variety, to try out a new feature, market or regular promotion or because they want multiple accounts to compare the best value on a bet by bet basis. Therefore on this page we look at some of the better new bookmakers and rather than an endless list of clones we show you some of the best sites and discuss the reasons why. We also look into what it is required to set up a new betting site in the UK to give you an idea of the processes these companies need to go through.
Whilst we haven’t had the time yet to go into depth that we do with our featured bookies we have given over 50 new brands a rigorous once over and from that come up with our best. We also continue to bet with and monitor all new sites and refresh this list regularly to best reflect the current cream of the crop. The sites below may not always be brand new companies, rather they may be new sites to the UK market.
Best New Betting Sites
Features
- Lots of Live Streaming
- BV Gaming Platform
- Low Margins
- Highest Deposit Protection Levels
Services
- Card, Applepay
- Markets: 30+
- Support: 24/7
- Mobile App: Yes
Company Info
- Owner: BV Group
- UK License: 39576
- Launched: 2024
- Based: Gibraltar

Well established in Europe and Latin America, Betano are new to the UK market, but enter with a well resourced and fully functioning product complete with mobile app, live streaming, cash out, and a wide array of sports betting markets.
Given their Greek heritage, Betano are a good shout for punters looking for depth in European leagues and competitions, but they contribute everything the old school British bookie can offer too, such as horse and greyhound racing, football, cricket, darts, golf, etc. I wouldn’t call them a jack of all trades because it would be doing them a disservice – they are well versed in everything they do.
The brand is running as a white label of BV Gaming (BetVictor, in other words), so the platform is high end and the betting interface is a class act. Unlike most other white label providers, BV are particular about who they will work with, which in itself is a ringing endorsement for Betano.
This is not a brand that tries to grab headlines with quirky marketing campaigns or flashy promotions. Instead, they confidently set out their stall with odds that are eye catching in the first place, and inspire confidence with what must be very expensive sponsorship deals. I imagine they spent more to become the Official Partner of Euro 2024 than they did to become Aston Villa’s shirt sponsor, but both are a serious statement of intent.
Customer service is a real strength for Betano, available 24/7 via live chat, email, social media, and even SMS, not to mention their call back feature. They further show respect for their customers by offering the highest level of deposit protection possible, doing much more than the bare minimum to appease the UKGC, and at their own expense too.
All in all then, we have a highly functional platform, a diverse and interesting sportsbook, good value odds, top notch customer service, and all rounded off with improved customer fund security. What’s not to like?
Features
- Best Independent Fantasy Sports
- Now With Full Sportsbook
- Sports Only, No Gaming Clutter
- Unique & Best At What It Does
Services
- All Major Payment Methods
- Markets: 20+
- Support: 24/7
- Mobile App: Yes
Company Info
- Owner: Scout & Co
- UK License: 39669
- Est: 2016 (DFS), 2021 (Sportsbook)
- Based: Malta

Fanteam do not offer the biggest or most expansive sportsbook in the world but they are a fantastically unique option for sports bettors, especially those that don’t like being pushed towards casino games because, frankly, there are no games on this site. This is a sports only product and that makes it very unique in the industry today as there are almost no betting sites that don’t have gaming.
The independent site with proprietary platforms and software was originally established as daily fantasy sports (DFS) site back in 2016. This was at a time when fantasy sports were almost unheard of in the UK and Europe, being largely a US phenomenon (as at that time online gambling was illegal in the US). What Fanteam did was bring that idea to Europe and focus it on sports this side of the pond. You can play fantasy games and tournaments daily up to all season long on US sports and football but also sports like cricket, horse racing and eSports. It has quickly become the go to site for DFS.
In 2021 Fanteam launched an independent sportsbook too. It is not massive but focuses on the core sports that most people bet on and, like the site in general, focuses on what people actually want rather than trying to be all things to all men. It is this attitude that makes them unique and if you are looking for something different and entirely sports focused then this is worth a look. If you like fantasy sports and betting then having an account with Fanteam is a must.
All the major payment methods are offered, including Debit Cards, PayPal, Skrill, Neteller and PaySafeCards. The withdrawal limits are high (up to £500k / month) and start at £20, deposits start at £10.
Features
- Huge Range of Sports Markets
- Excellent BetConstruct Interface
- Live Betting Product Shines
- Lots of Payment Options
Services
- Debit, Paypal, Paysafe, Apple+ Min £10
- Markets: 43+
- Support: 24/7
- Mobile App: No
Company Info
- Owner: ProgressPlay
- UK License: 39335
- Launched: 2022
- Based: Cyprus

Launched in 2022, Jeffbet is the product of ProgressPlay, a much larger white label company which is very well known in the casino industry, but less so in the world of sports betting.
However, their partnership with BetConstruct has allowed them to create a ‘best of both worlds’ brand in Jeffbet, which is truly an online bookmaker to be reckoned with.
Bursting out of the box with more than 45 sports markets, covering the most popular to the most niche, more esports titles than I have seen almost anywhere else, plus horse and greyhound racing, there is unlikely to be a sporting fixture you can’t bet on here.
There are a few things to be aware of, such as the lack of a mobile app or the best odds guaranteed promotions, as well as the 1% withdrawal fee (up to a max of £3). However, these are unlikely to be sticking points for long if you ask me, and what you get in return is a packed betting platform that is a dream to use.
Don’t let the lack of an app put you off, because their mobile site is my new favourite, full of neat little features and moments of design genius, and for live betting fans there are few places that can match JeffBet, even with their severe lack of live streaming.
The number of payment options will please many modern day punters, as will the exhaustive range of betting lines per fixture, which rank JeffBet as one of the most creative and thorough online bookies currently in business. I have seen markets available here that I have literally never seen before.
Is there room for improvement? Yes, a little. But JeffBet have got the fundamentals spot on and then some, and any loose ends are likely to be tied up as the brand grows over the next couple of years.
Features
- 15+ esports
- Cash out on all esports markets
- Modern proprietary platform
- Beautifully designed app
Services
- Card, PayPal, Trustly
- Markets: 30+
- Support: 24/7
- Mobile App: Yes
Company Info
- Owner: Dribble Media Ltd
- UK License: 42647
- Launched: 2022 (Sportsbook)
- Based: London, UK

You could say that Midnite is both a new betting site, and a betting site for the new era, because everything they do is geared towards the modern day bettor.
Their website feels like a cool, edgy, place to bet – the online equivalent of a trendy nightspot – and it has been designed for mobile betting first and foremost, before then being optimised for laptops and desktops too. Plus, because they have built their own site from scratch, it is also genuinely unique.
The contemporary vibe extends to their accepted payment methods, where as well as traditional methods they also cater for punters who want to use more high tech banking services. From the design and functionality to the sports and markets on offer, the target demographic couldn’t be clearer here – Midnite is a bookie for the next generation of sports betting enthusiasts.
Yet despite technically being a new bookmaker, having only launched as such in 2022, the team behind Midnite have been in the industry since 2015, starting out as a daily fantasy sports app where players could bet against other people in fantasy football competitions and the like, before transitioning into esports betting, and finally becoming a fully formed sportsbook.
That esports focus is still very much a core part of what sort of bookmaker Midnite is though – esports even has its own dedicated section on the site away from all of the other sports. This creates a space for esports bettors to focus on what they are interested in, without the distractions of more traditional sports.
I haven’t seen another bookmaker with as much market depth in esports as Midnite. There are more than 15 different titles available to bet on, most with live streams active so you can watch along too. It’s probably fair to say that they could improve the number of betting lines offered for each match, but that will no doubt come with time, and cash out is available on all of them.
Nevertheless, Midnite remains arguably the best online bookmaker for esports betting in the UK.
Features
- Almost Every Betting Mod Con
- Same Company As Ladbrokes/Coral
- Backed By Incredible Knowledge
- One Of The Oldest Casino Sites
Services
- All Major Payment Methods
- Markets: 40+
- Support: 24/7
- Mobile App: Yes
Company Info
- Owner: Entain
- UK License: 54743
- Launched: 2021 (Sportsbook)
- Based: Gibraltar

There are plenty of new sites we talk about on this page that offer something novel, innovative or different but ultimately most are driven by new companies and that means it takes a long time for them to reach the levels of established bookmakers. This is where the new Party Casino sportsbook is different. Party Casino is part of the same company that owns Ladbrokes and Coral, which ultimately means they have the same access to their experience, knowledge, independent platform, odds traders, streaming deals, etc. With Party Casino you are not getting a little sportsbook add-on to a casino, this is a massive sportsbook in its own right and packed with all the modern betting features and promotions that you often would only find with the big names.
The Party Casino brand is no new boy either, they were originally established as Starluck Casino back in 1997, when the internet was still very much a baby. They are actually one of the oldest online casino providers there is. They were rebranded to their current moniker in 2006 and then bought by bwin in 2011. Bwin were then bought by GVC, now Entain, in 2016 – this is where the link with Coral and Ladbrokes comes from, who are also part of Entain.
Party launched its sports product 2021, just in time for Euro 2020 (which was held in 2021 because of COVID lockdowns in 2020). Everything here is developed in house based on the existing experience from Coral and Ladbrokes. Ladbrokes have been a betting name since the early 1900’s and Coral since the 1960’s, obviously that level of knowledge and experience is invaluable and not something that other new sites can replicate easily.
It would be easier to tell you what Party Casino Sports doesn’t have, given they have all the features people expect from a top class bookie today. That includes having a suite of banking options to suit a range of users, 24/7 customer support on various channels, live streaming, competitive odds and an independent interface and in-play platform.
Of course, Party Casino is a gaming brand first and foremost, as is evident by the name. This, therefore, makes this possibly one of the best ever sites for those looking for both sports betting and games.
There is nothing perfect in life, however, and one of the drawbacks of Party Casino’s sportsbook is ultimately it is very similar to Ladbrokes and Coral as they are part of the same massive global betting giant. If you are looking for a new site for an independent outlook then this isn’t going to tick those boxes. Conversely, if you are looking for a new site simply because you want a change or new offers but you don’t want to lose out on features and market depth then this is a superb option.
Features
- Superb For In-Play Betting
- Kambi Powered & Sylish
- Streaming Football & Others
- Good Odds Value All Round
Services
- £5 Min Dep Debit Card
- Markets: 30+
- Support: 24/7
- Mobile App: Yes
Company Info
- Owner: Livescore Betting & Gaming
- UK License: 56589
- Est: 2020
- Based: Gibraltar

When you first look at LiveScore Bet it looks like a lot of other sites and that is because the interface and markets are generated by a third-party platform called Kambi. While it might look similar with platforms like Kambi the brand gets to pick and choose the products and features they want to showcase.
As you might imagine from the name of this site these guys have decided to focus on live betting markets. The in-play betting here is fantastic, one of the best around, with huge market depth, lots of special markets you won’t find elsewhere, good odds value, specific promotions and a load of streaming for sports like football, tennis, darts, snooker, you name it.
This does not mean the site isn’t also good for pre-match markets, there are over 30 sports available with similar depth to the live section and all the mod con features you expect like bet builders and cash out. The retention promotions are also much better than similar sites with offers and free games to suit punters of different levels.
The site is owned and licensed under LiveScore Betting & Gaming Limited based in Gibraltar but has a focus on UK and Irish markets. This means if you are betting in the UK you are getting a tailored experience, especially in-play. The site has a low minimum deposit level of just £5 for debit card deposits and £10 for PayPal. The mobile apps are also pretty damned good.
Features
- Loaded BtoBet Sportsbook
- Over 20 Leading Softwares
- Run In Partnership, Good Mix
- Perfect Casino-Sportsbook
Services
- 8 Payment Options, Min £10
- Markets: 35+
- Support: 8am-midnight
- Mobile App: Casino and Sportsbook
Company Info
- Owner: AG Communications Ltd
- UK License: 39483
- Launched: 2017
- Based: Malta

Mr.Play casino was launched in 2017 and the sportsbook two years later at the end of 2019. The brand is owned by Aspire Global International, who hold the gambling license and run a number of other gaming sites. Where Mr Play is different is it is run in partnership with Marketplay Ltd and this adds a sense of individual charm to the brand giving it a more unique feel than a typical white label.
The backing and support available to the Mr.Play far outweighs that for most new sites. They have already demonstrated this on the gaming side by creating a casino that packs in over 20 top-end software companies allowing them to deliver a wide range of popular games and this has earned them a loyal base of players. There are however a lot of good casinos these days that offer sports betting, but rarely as good as a proper sports bookie. Where Mr Play is different is they haven’t created yet another casino-sportsbook, rather their sports product stands alone as a good option, which is why we recommend them as a good new site. Plus, if you also do play games this makes one of the best overall packages on the market.
Powered by BtoBet the sportsbook is ready-made from the get go. This means access to over 35 sports including horse racing, which is rare for new brands and a sign of the level of this book compared to others. By going with BtoBet they have one of the best live betting products too combined with over 10,000 pre-event markets a month. This is matched with features such as pulse betting and cashout and also in terms of the banking options available and the quality and hours of the customer service department. Their motto, in fact, is CARE, meaning Customers Are Really Everything.
Features
- Copy Successful Punters
- Independent Platform
- Novel Concept
- Can Link To Exchange
Services
- £10 Min Dep Debit Card
- Markets: 35+
- Support: 24/7 by email
- Mobile App: Yes
Company Info
- Owner: CopyBet UK Limited
- UK License: 53774
- Est: 2017
- Based: London, UK

As regular readers will know we don’t just cover all new betting sites here we only cover new sites that have something new and different to offer punters. Copybet very much fit that category. The clue to the unique selling point about this brand is in the name as what they do that no one else does is allow you to copy bets from successful punters and tipsters that you choose to follow.
The idea is you can choose to follow successful bettors based on their stats, profit / loss ratios, the sports or markets they bet on or other metrics. Some are free to follow others require a subscription. You can choose to match the bets of the people you follow automatically, you don’t need to bet the same you can set ratios to suit your own staking requirements. You can set loss limits and stop following people at any time. If you are successful yourself people can also follow you and you could charge a subscription too.
Copybet also have a stand alone sportsbook that works just like any other sportsbook with over 35 different sports available, good depth pre-event and in-play (around 20,000 different events to bet on), regular offers, and features such as bet builders. If you never use the option to copy other peoples bets then this is a very good sportsbook in its own right. With the added option to follow and copy other peoples bets, however, it becomes a novel product altogether.
There is a fantastic range of information available about potential people you could follow. You can research punters in depth before choosing to follow them or you can track them for a bit before choosing if you want to copy their bets. The company are also UK based too, which matters to some people.
Features
- Exceptional Service Levels
- Properly Value Customers
- Phone/Text/Live Chat Betting
- Totally Unique & Special Brand
Services
- Debit Card, Min £10
- Markets: 30+
- Support: Email, Live Chat, Phone
- Mobile App: Yes
Company Info
- Owned By: Fitzdares Ltd
- Sports Platform: FSB
- UK License: 400
- Launched online: 2005

Every now and again someone comes along and does things differently and shakes up the industry and this is exactly what Fitzdares are doing. The company have been around since 2005, as it evident from the fact they have a three digit license number, but for more of their existence they have run private member clubs and bookmakers in Mayfair in London and in Gloucester. They made a name among their elite members as being the club with the best customer service around with a focus on excellence.
When they decided to launch a betting site with their branding most expected it would be like other similar clubs that have done the same, where the site is run by a third party and has nothing to do with the actual brand. They didn’t do this. Instead they decided that they wanted their online betting site to offer the same levels of service and excellence that they provide to their real world members. They claim to be the ‘World’s Finest Bookmaker’ and you would actually find it hard to argue with that.
Here the customer comes first and you can see this just by looking at the odds value and range of promotions for existing customers on offer. The sportsbook is operated by FSB and this works really well because it is a clean system that puts betting at its heart. There are around 30 sports available, all with good depth. Banking limits are top notch but it is the customer support and range of added features, such as being able to bet by phone, text or live chat, that makes these guys really special.
There is a focus on traditional values here and it really stands out in the modern day or faceless bookies who don’t really care about you and just see you as a number. Genuinely one of the best sites to come online in decades, probably since bet365, which is really saying something. There is also a big focus on responsible gambling here, which shows that they do actually care about who bets with them and what experience you get from it. Watch this name as they will be a powerhouse in years to come.
Features
- Rare Independent Bookmaker
- Based In The UK, Pay UK Tax
- Est. 1997 Biggest Phone Bookie
- Sportsbook Only, No Games
Services
- Debit Card & eWallets, Min £10
- Markets: 20+
- Support: 8am-11pm
- Mobile App: Yes
Company Info
- Operated By: Goodwin Racing Ltd
- UK License: 2927
- Launched: 1997
- Launched online: 2022

Goodwin Racing was set up back in 1997 down in Uckfield, East Sussex. Specialising in racing for a long time the brand went on to become the biggest telephone betting bookmaker over the subsequent decades and are well known to racegoers who will be familiar with their pitches at courses. They are one of a rare breed of independent bookies still left in the country and they are still based in the UK too, meaning they employ local people, pay all UK tax and contribute more to the economy compared with betting companies based abroad.
The company decided to take the plunge and go online in 2022 but while they know UK punters and especially racing they don’t have huge amounts of online knowledge. Rather than make a hash of things they instead decided to partner with leading third-party sportsbook provider FSB. This was a good move as it means you get an out-of-the-box ready site with top features, interface and in-play platform but also you get all of the knowledge and experience of a decades old British bookie.
Being an FSB site it looks a lot like other sites that FSB power but there is a difference here, particularly in horse racing where they are really strong and have some top quality offers to add value. It is actually uncommon for new sites to even offer racing and if they do it tends to be a poor product, the opposite is true here. Of course, they also have all the typical sports and markets you would expect beyond racing too with good payout limits, clear and detailed terms and sensible banking limits.
One of the biggest positives of BetGoodwin for those that like to solely bet on sports is this is a sportsbook and doesn’t have a casino section, slots, bingo and all the other gubbins that other betting sites pester you with. If you just want to place sports bets and want a simple and easy system to do it then this has got to be one of the best options.
There is a lot to like about BetGoodwin and new sites like this don’t pop up very often. It is nice to bet with an independent UK company rather than a multi-billion corporation for a change, but still get all the functionality and underlying experience.
Features
- One Of The Oldest Betting Sites
- Run In The UK By BetVictor
- Massive Experience
- Hugely Stocked Sportsbook/Casino
Services
- Debit, Paypal, Paysafe Min £5
- Markets: 30+
- Support: 24/7
- Mobile App: Yes
Company Info
- Operated By: BetVictor
- UK License: 39576
- Launched: 1994
- Launched UK: 10/2020

Parimatch are an unusual new site in that they are not new, they are actually ancient by online betting standards have formed in 1994 in Ukraine. They went on to dominate the Eastern European market and became one of Europe’s best know gambling sites. They didn’t however enter the UK until now so to all intents and purposes Parimatch are new to the UK.
Despite being a massive brand the Parimatch UK site is actually operated by BetVictor, who they have a partnership with for this market. This is a highly unusual move as they are running the British site as a white label of BetVictor. This means the gambling license, site as a whole, banking options, payment processing, streaming licenses, promotions, odds and safe gambling are all the responsibility of BetVictor.
Given BetVictor have never had a white label before it is a more unique situation compared to standard white labels, which are generally run en masse as clones of each other. Parimatch being backed by two massive entities is a novel situation that will lead to a very successful brand.
BetVictor are all about sleek professionalism with excellent odds traders providing good value prices along with deep markets, high payout limits and low deposit limits. They also have the highest level of deposit protection for users. This is quite a unique opportunity then to sign up to a genuinely good brand when looking for a new site to bet with in the UK.
Features
- Famous Name Still UK Based
- Betting Site Powered By FSB
- Classic Pools Still Available
- Very Strong Retention Offers
Services
- Debit Card (£5 Dep, £10 With)
- Markets: 25+
- Support: 8:30am-10pm
- Mobile App: No
Company Info
- Owner: Football Pools Limited
- UK License: 48272
- Est: 2019
- Based: Liverpool, UK

Those under the age of 30 will have little recollection of the football pools but older people will remember how integral to British life the pools was for the working classes in Britain. Personally I remember the pools man turning up every Friday to collect the coupons and the money for the most popular football prediction game in history. Established in 1923 by John Moores, Colin Askham and Bill Hughes in Liverpool the Littlewoods Football Pools offered people a means to ‘bet’ on football results almost 60 years before you could legally walk into a betting shop. It became so big that around half of working class men played the game at one point and it provided a means for people to win large jackpots a long time before there was a National Lottery or anything similar.
Other pools companies popped up, such as Vernons (also based in Liverpool) and Zetters (based in London) and by 1936 there were 28 companies offering pools prediction games. The only name that became synonymous with the game, though, was Littlewoods and they are still going today, still offering classic pools and new pool games and they are still based in Liverpool.
Vernons actually set up a betting site way back in 2007, however, this was a licensing arrangement and the brand itself was operated by Net Play. Net Play were bought by Betsson who basically let the brand die, sadly. The difference with The Pools is the brand and site are still owned by the same company, it is their brand and it is UK based and still steeped in all of that history. The Pools have had a website offering their classic pools for decades now but with all the modern betting choice popularity has waned. The Pools therefore decided to launch a conventional sportsbook/casino betting site in 2001. They took a long time to make the decision to take this route but that just goes to show how well run this company is, they wanted to make sure that if they went down this route that they got it right and didn’t risk tarnishing 100 years of history.
The Pools site operates using the FSB platform but the brand and license are owned by The Pools, i.e. it is the pools that are responsible for you and your money. FSB provide the interface, odds, products and promos but the heart and soul of the site is driven by the football pools. The site provides over 25 markets with similar depth to all the major bookies, the in-play section is particularly good and they deserve special mention for their diverse range of promotions for existing customers. Afterall this brand is older than all bookies, with the exception of Ladbrokes, and that history means they have a good handle on what customers want.
In reality the sportsbook and casino is not unique in and of itself, it is similar to a lot of new sites. What is unique here is the fact that you can get access to all the mod cons of betting and casino but you can still play the classic pools prediction games. No site can match what they offer in this regard and for older people that remember the pools and want to engage in them again this is a great option. Indeed, it offers a way for younger people to get access to these famous old games that they have heard older generations talk affectionately about. The other selling point is this is a British brand still based in Britain. That means all the jobs are still based here and they pay full UK tax, which is rate in the modern online betting world.
Features
- Known For Good Customer Support
- Kambi Quality Sportsbook
- Streaming, Cash Out, Good Deals
- Over 30 Sports Inc. Racing
Services
- Major Payment Methods
- Markets: 30+
- Support: 8am-midnight
- Mobile App: Yes
Company Info
- Owner: Virgin Bet Limited
- UK License: 54310
- Est: 2019
- Based: Gibraltar

Virgin are not new entrants into world of betting and like with most of the markets they enter they usually get in there early. In 2003 Virgin Games was, in fact, one of the first online gambling sites to launch that competed with the traditional high street brands in the then newly emerging world of online casino games. The group sold Virgin Games in 2013 to Gamesys and since then have licensed out the brand name. This is the case with Virgin Bet, which is owned and run by Virgin Bet Limited based in Gibraltar. However, while many companies license their branding for betting Virgin do actually care about the end product that is delivered and this is reflected in this new site.
What is different about Virgin Bet compared to previous Virgin incarnations is this site is more focused on sports, which is something they have historically avoided being seen as a gaming brand. They have gone straight in at a high level by opting for the Kambi platform to provide the sportsbook, features and odds and Kambi are now seen as the best third party platform for sports. There is not a lot missing here that you would find at sites owned by the massive gambling companies, they have streaming, plenty of retention offers and free to play games, cash out, payment options with low deposit minimums and high withdrawal maximums and all of the usual casino and live casino sections including bespoke and exclusive Virgin proprietary titles.
There is a typically clean but stylish ‘Virgin’ feel to the site with the red and white theme. It looks good and that is part of what Virgin are, but it also functions well and actually looks a fair bit like the way Ladbrokes used to look when they were independent. Another sign of the ‘Virgin’ influence is the customer support, which is better than most of the big betting companies let alone any other new site. If you are someone that interfaces with support often and gets easily frustrated by poor customer services then Virgin is a good option.
Virgin Bet offers a clean, presentable betting site but with more under the bonnet compared with the majority of new sites you see. The brand reputation is important and something they actively live up to.
Features
- Awesome Offers
- FSB Tech Platform
- Family Run
- Fairer Bet
Services
- Cards
- Markets: 30+
- Support: Email/Live Chat
- Mobile App: Yes
Company Info
- Owner: Brenda Quinn
- UK License: 55971
- Launched: 2017
- Based: Ireland

QuinnBet are a family owned Irish bookmaker launched in 2017. That family just happens to be owned by former billionaire Sean Quinn, who was once Ireland’s richest man, but who was ousted from his businesses over debts and declared bankrupt. This isn’t however some sort of revenue spinner or play thing for a former rich man, rather this brand has been genuinely set up to be straight forward, honest and good value.
The moto of the company is ‘Now that’s a Fairer Bet’ and far from being a tag line they seem to be very true to that message. For traditional British and Irish sports this is a fantastic betting site. QuinnBet have some outstanding regular customer promotions for racing and football in particular that add insurance or bonuses across a wide range of events, not just feature fixtures, allowing punters to claim regular value on their bets. This is in addition to a suite of general loyalty based offers, acca offers and more.
Running on FSB technology platform the site has a generic look and feel to it that you will have seen before. If you can forgive that and see past it you will end up getting more for your money when betting, which is ultimately what should count. The interface being FSB is no frills but it is also very easy and intuitive. QuinnBet also have features such as streaming of racing, cash out, a small range of banking options along with games and virtuals.
The support availability isn’t great as you can only contact them by email or live chat at present, but once connected the customer service is very helpful with knowledgeable staff. Overall despite being a white label right now this company have a lot of boxes ticked when it comes to being a good bookie, this is why we have chosen to list them as the first ever FSB brand on this page.
Features
- Premier Playbook In-House Brand
- Streamlined Innovative Platform
- 'No Noise' Just Betting
- Different To The Crowd
Services
- Debit Card, Min £10
- Markets: 20+
- Support: Email
- Mobile App: Yes
Company Info
- Owned By: Playbook Gaming Ltd
- Operated By: Playbook Gaming Ltd
- UK License: 50122
- Launched online: 2021

Rhino is the in-house brand for a new platform provider known as Playbook Gaming (trading as Playbook Engineering). This is a UK based company, which is unlike almost all the other platforms, and this means their products and markets have a UK focus, making it a great site for Brits. The biggest selling point of Rhino is the clear and simple layout they have gone for that showcases the betting markets more than anything else, both pre-match and in-play. In their words they have done away with the ‘noise’ that you get with other sites and focus on what matters to punters.
Playbook might be newer than their competition but the platform is so good that they have already been able to offer white label services to other brands. It is Rhino, however, that is the jewel in the crown and the brand that showcases their efforts the best. Everything about this platform is designed to be fast, it means you can find markets and place bets faster than you can with all other sites. The big boys could learn a lot from these guys.
Rhino itself is a quirky name for a gambling site and that is a reflection of the company behind the scenes. They want to be different, provide more focus and give something different and unique to customers. It’s fair to say they are succeeding so far in that quest. With Rhino also being the in-house brand it means it gets the best attention and they try out new things on there first.
There are lots of new sites always coming online but it is much rarer to get a new intuitive platform like this, it is even rarer for it to be better than what is already out there, which Playbook seem to have managed here. One of my favourite new sites in a long time, great for UK bettors especially.
Features
- Supercharge Bets Randomly
- Novel With Unique Approach
- Millions Of Loyal Customers
- Strong Loyalty Program
Services
- Debit Card/eWallet Only, Min £10
- Markets: 17+
- Support: 24/7
- Mobile App: Yes
Company Info
- Owner: Eaton Gate Gaming Ltd
- UK License: 44448
- Launched: 2016
- Based: London

Kwiff is a betting brand that only came into being in 2016 but is already well known due to their many adverts about ‘kwiffing’. This is a novel feature of the site and what everything is based around and it effectively supercharges bets randomly after they are placed, meaning you can end up with odds that are significantly higher than the real odds. This is not limited to bet size, market or event or bet type, literally any bet can be ‘kwiffed’. If a bet is supercharged all winnings are cash and you don’t need to do anything special to get them, other than be lucky. Kwiffs can also apply to cash-out too.
This is not the same as the odds boost features you get from other bookies where they will boost your odds around 5-10%, here we are talking about a different order of magnitude that can be tens of times bigger than the original odds.
In its first incarnation it was an app only offering and it proved incredibly popular with customers, over 3M signing up in the first few years. In 2020 the brand went up to another level by introducing a fully functional desktop and mobile website to complement the app and this now makes it a more complete betting brand.
The brand is owned by Eaton Gate Gaming Ltd who operate out of London in the UK. They have a very big focus on the UK market and seem to understand what Brits want. Kwiff have a strong selection of existing customer offers that include money back, insurance, guaranteed supercharges and a well regarded loyalty program.
Kwiff is a simple brand that putting betting at its heart, for example, they only have a handful of payment method (debit cards and ewallets) and have dispensed with a lot of the filler you get with bigger brands. This is the principle reason why it is liked so much by users and why they will likely still be around in 10 years time competing with the bigger brands.
Features
- BetConstruct Platform
- Flagship Brand
- Unique Design
- European Pedigree
Services
- Cards & eWallets
- £5 Min Deposits
- Markets: 30+
- Mobile App: No
Company Info
- Owner: Vivaro Limited
- UK License: 44662
- Launched: 2008
- Based: Malta
VBet have been around for a good while, originally established in 2008. It is the flagship site of the exceptionally stylish BetContruct betting platform and is used as the poster brand. Vbet is however new to the UK market, having only become licensed in 2018.
The full name of the company is Vivaro Bet, shortened to Vbet as it sounds better. The are originally from Armenia and are these days based and licensed from Malta.
Having only moved in the UK recently the entire brand is very different to any other bookie on these shores. The European pedigree shines through in the look of the site and the markets available, they’ve got all the typical sports but also have some interesting ones rarely found with British brands, such as freestyle wrestling.
The in play live betting feature is worth a mention for how good and well stocked it is. It is a pleasure to use and a focal point of the site. In fact, because it is a BetConstruct site it is hard to criticise the design, interface and navigation in any way.
The longevity and resources of Vbet also shine through when you consider they have a wealth of banking options all with at least £5 minimums and some even lower at £1, almost no ‘new’ sites have limits this low, neither do big established brands for that matter.
For anyone looking for something entirely different and new but yet would still like to retain markets, features (such as cash out), banking options, good promotions and general terms, could do far worse than give Vbet a go.
Brief Guide To New Bookmakers
Before we get into how to become a bookmaker we will briefly look at what to look at when picking a new site to bet with:
UK Licensing and Legal Protections
First and foremost if you are betting in the UK you should always always bet with licensed operators. This is the only way you can receive legal protection for your money and identity details.
If you bet with an unlicensed agent abroad and they take your money or sell your identity then there is little legal recourse possible in the UK. Licensing also prevents money laundering and ensures under 18’s and vulnerable age groups are protected as well as stipulating things like fair practice and open and honest terms.
Every bookie will show their licence on the bottom of their home page and you can generally click on this to be taken to the relevant license on the Gambling Commission website. This is where you can also find where they are licensed from and who actually holds the license (don’t assume it is the operator themselves).
Stand Alone or a White Label?
Most new sites now use third party companies (e.g BetConstruct, SB-Tech, Every Matrix, FSB, etc) to provide the actual structure of the site, the odds, banking, markets, menus and sometimes even customer service and offers. This isn’t a problem but be aware who the software provider is as two bookies running on the same platform will be almost identical. Those who play with online casinos will be more familiar with this concept, as most casino games are provided by third party software companies. There are three main types of new brand:
- Full white label – Third party company provide the software, odds, etc., and also hold the gambling licence.
- Semi-Independent – Third party company provide the platform and operate some or all of the features but the license is held by directly by the betting company.
- Fully Independent – Operate and run their own sites, odds, services and features and hold their own license.
Setting up as a white label is by far the cheapest way to launch a new site these days and therefore has become an attractive prospect for many investors. When we say cheap we are still taking £100,000’s to cover set up and liabilities, but far less than the £1,000,000’s required to set up your own stand alone bookie. One major problems with White Labels can be long term investment, you will often find a new white label looks great, is up to date and offers something unique when they launch but many can fall by the wayside as time goes on, with around half closing down in their first five years.
New completely independent bookies are much rarer but are worth trying out when they do come along. It takes a hell of a long time, a huge amount of effort and a ton of cash to set up a stand alone betting site. You will often find that most independents in the UK market are not ‘new’ as such, rather they are new to the UK market and may have been around for a long time but only recently acquired a UK license. This is the case with many brand that started in Scandinavia, Bulgaria, Romania, etc.
Banking, Markets, Features, Limits and Customer Service
If you like to bet online using a bank card then you’ve got no worries as every online bookie accepts these. If however you like to use eWallets or other banking methods you may come unstuck with a new brand, if you want to bet with PayPal, for example, don’t assume it will be available, especially with white labels. Also don’t assume that you will get the same types of limits, many new sites can have higher deposit and withdrawal limits as well as lower payout limits. Something to be aware of if you bet at the extremes.
Equally you are probably not going to find the depth of market and features such as streaming and cash out from a new betting site as you would find from a long term established brand. Then again this isn’t always the case, especially with established brands newly licensed from abroad or those using fully integrated top end software packages such as SB-Tech.
Customer service is probably the biggest issue with many new sites. We’ve all become used to 24/7 access to help in the modern age but many new companies may only offer support at certain time, say Monday to Friday 12-9pm, for example.
In general if any of this concerns you it is really worth doing your research. This is the reason why we have provided a varied list of the best new sites, some will be better at some things than others.
Unique Aspects
Reading above you might think what is the point in betting with a new site if the old bookies have so much more under the bonnet. Well bigger isn’t always better and many long-term established brands have become stale, resting on their laurels at the top of the pile they have forgotten the most important aspect; the customer experience. After all betting is supposed to be enjoyable, not just a profit driver for a betting company.
What you tend to find with newer brands is they have a far more personal feel, with more focus on the user experience, loyalty and unique features or markets that give you something others don’t. With many people now rejecting big faceless corporations there is a huge niche here for punters that want to feel like a person rather than a number.
Many new operators also tend to be more focuses. Where as the likes of William Hill will try to do everything from lottery betting to horse racing, some new companies decide to focus. Red Zone Sports, to look at one example, is a site that has all of the standard markets you expect but within that they have decided to focus on US Sports betting. Good US Sports markets are rare in Britain and so in a very short space of time, combining large markets and low margins with decent promos, RZS have become the go to bookie for betting on all things American.
UK Focused?
Most established UK brands have always been UK companies, many going back to the old high street betting shop days. The problem with this is they all tend to provide the same old stuff. This is fine if you like to bet on ‘traditional’ UK markets but if you like to try out wagering on other weird and wonderful sports from around the world you can find even the biggest bookies very limited.
With many new sites coming in from abroad you can often find markets, features and promotions that you can’t get with UK-focused operators. This means if you like to bet on things like Futsal, water polo, trotting, and the like, then you may be better off trying a European brand newer to the UK. Even if you like to bet on the traditional stuff you will often find that European bookies have greater depth of market when it comes to non-UK leagues and competitions.
How to Become a New Bookmaker
Anyone who has ever placed an official bet on a sporting event or something like the name of a Royal baby will have come into contact with a bookmaker. In days gone by you’d communicate with an actual person in order to place your bet and more often than not they would be an independent or small chain operator bookmaker, working out the odds and accepting your wager, then paying out on it if it was a winner.
As soon as bookmaking moved into the mainstream and shops were legalised on the streets of the UK, the individuality of the profession began to slip away in favour of mass marketing for the biggest firms. The shift online has taken that even further, meaning that most people who place bets nowadays don’t even consider who the actual person is that they’re placing bets with – not least because most of the time it’s a computer algorithm rather than a person.
What the move online has done, however, is open up the profession of bookmaking like never before. There’s now something of a blurring of the lines between it being a profession in the same manner as it used to be and it being a thing that anyone with enough startup capital can do. The feeling that once existed – that it was a virtually impenetrable career for those that understood the mathematical formula involved with coming up with odds – has now shifted and it’s become a far more accessible thing to do for a job. On this page we’ll explore exactly what it is that a bookie does, how they work and what you need to do in order to become one, should that be something that interests you. We’ll also have a look a the different types of bookmaker, plus the jobs that exist around the profession rather than just the sole job of a bookie alone. This won’t be definitive, but we’ll try to look at as much as we can in order to give those of you considering it as a potential career as much information as possible.
The History Of Bookmakers In Britain
In order to better understand how much the world of bookmaking has changed over the years, it’s first important to consider how things got started in the first place. As with most things that you try to explore historically, the answer to that question really boils down to how far back in history you’re willing to go. We know, for example, that gambling of some sort took place during the Paleolithic era. Yet that’s not really the sort of thing we’re interested in, so instead we need to first-forward to the 1790s and a man named Harry Ogden, who is widely considered to have been the first bookmaker in the United Kingdom. Mr. Ogden operated a pitch on Newmarket Heath, close enough to Newmarket Racecourse that he was able to see which horse crossed the finishing line as a winner, but far enough away to mean that he wouldn’t catch the attention of the staff on the course.
The reason that Ogden is given the credit as being the first bookmaker as we now understand the word is down to the system that he created to allow people to bet on the horses taking part in a race. Previously, punters would just have straight bets against each other, saying that a horse would win or wouldn’t. Ogden looked at the entire field and came up with the notion of offering odds on each horse, meaning that people could be tempted into betting on horses that had less chance of winning because if they did win then the punter would earn more winnings. Though the exact history of bookmakers from the point of Ogden’s offering of odds forward isn’t completely clear, it’s likely that others followed his lead. We can infer this because the government introduced the Gaming Act in 1845. This prevented people from gambling in the UK anywhere except at a racetrack.
The result was twofold: firstly more and more people began to attend racecourses, with the majority of money being made by the government-backed bookmakers who opened pitches on them. Secondly, illegal betting shops began to spring up all over the country, mostly in dark and dingy parts of cities. An exception to that rule was a bookies run by Bella Thomasson, who is believed to have paid off local police officers in order to ensure that her shop was allowed to continue to operate. ‘Bella’s’, as her shop was known, was run in a professional manner and was seen by many as a front-runner to the betting shops that would open years later. It’s likely that the proliferation of these illegal shops is what encouraged Harold Macmillan’s Conservative government to revise the idea of legalised betting shops in the 1960s, culminating in the Betting and Gaming Act being passed in 1960.
The act legalised betting shops on the streets of Britain, though there were still plenty of restrictions in place. They weren’t allowed to appear to be attractive places to visit, with blackout out windows and a less than welcoming atmosphere a requirement. Even so, their popularity was confirmed when nearly ten thousand opened up within the first six months of it being legal to do so. (). It also managed to curtail the expansion of illegal bookies, thanks in part to the sheer amount of capital required to become a legal and official bookmaker. Like it or not, the face of Britain’s betting had changed forever and the alterations were only going to keep on coming. Things remained much the same for the following thirty years or so, with the only major change being the way that betting shops were seen. They began to become part of the mainstream, accepted by most parts of society.
For more read our dedicated page on the history of gambling and bookmaking.
The Rise Of Online Betting Sites & Bookmakers
Though online gambling is thought of as a relatively new phenomenon, the reality is that its existence dates back as far as the mid-1990s. The company Microgaming developed the world’s first software to allow people to place casino bets online in 1994, though in reality British bookies didn’t really catch on to the possibilities until the turn of the millennium. The move online opened up a whole new world of possibilities for bookmakers, not least of which was the possibility to shift their operations abroad and avoid the 9p in every £1 tax that the British government imposed on them. They weren’t allowed to do so whole hog, but when Victor Chandler, the firm that has since become BetVictor, moved to Antigua in order to allow his company to avoid paying tax on bets made by his Eastern clients, it was feared that other bookmakers would follow suit.
The result was a complete change in the tax law in the UK, instigated by the then Chancellor of the Exchequer Gordon Brown. Punters no longer had to pay tax on any winnings made via gambling, with the bookies taking the hit with a 15% levy on their gross profits instead. Another part of the review into the tax laws that took place in 2001 was a fresh look at the way that gambling was legislated in the United Kingdom, the offshoot of which was the 2005 Gambling Act and the introduction of the Gambling Commission. Gambling Commission licences were now needed for any bookmaker who wanted to operate in Britain, regardless of whether or not they were online or had physical shops where people could place bets. There were still some loopholes, but these were tightened up with the introduction of the amendment to the Gambling Act which occurred in 2014.
If you are interested the first official online bookmaker still going today is a brand known as Intertops, established in 1983 and online since 1996. You are probably wondering why you haven’t heard of them? Well they don’t have a UK license and so you can’t bet with them on these shores, they are however quite big in Europe.
The Oldest Bookmaker
Many bookmakers have been and gone since the days of Harry Ogden’s pitch close to Newmarket Racecourse. Some of them have been swallowed whole by the larger companies, some of them have just found it too difficult to compete in one of Britain’s most fast-paced and ever-changing markets. Yet one has outlasted pretty much all of them, having been founded in 1886 and still being in existence today. The company originally started life as a commissioning agent for horses that had been trained at Ladbroke Hall in Worcestershire, set up by two men named Schwind and Pennington. Pennington was actually a trainer of the horses and informed Schwind which ones to back. Life continued like that for the pair for some time until they were joined by Arthur Bendir in 1902.
Bendir had the idea to not only back horses that had been trained at Ladbroke Hall but also bet against other horses, essentially meaning that the company acted as both bookmaker and bettor. They moved offices to The Strand in London, then Hanover Square and finally Mayfair in 1913. To begin with, they acted as bookmakers for high-class clients, usually comprised of members of the aristocracy and Royals. The new business model worked perfectly well until the outbreak of the Second World War, at which point their customer base began to slip away. In 1956 they sold the business to Mark and Cyril Stein for £100,000 and when off-course betting shops were legalised the Steins were amongst the first to pounce.
The Steins were not the sort of people to rest on the laurels. They realised that the betting industry was ever-changing and that they would need to innovate as much as possible in order to keep growing. Ladbrokes was the first company to offer fixed odds betting on football, for example. The innovations worked, with the company floating for £1 million in 1966.
The company continued to grow from there, merging with Coral in 2016 to become one of the largest betting companies anywhere in the world. Since then the company has again been acquired in 2018 by the massive gambling investment company GVC holdings (owner of brands such as partypoker). It is therefore argued by some that Ladbrokes are not really Ladbrokes anymore, although they are still an independent arm of the larger company operating under the same name and structures. Ladbrokes has also continued to innovate, ensuring that they can keep up with the newcomers into the world of betting as the market has developed around them.
What Is A Bookmaker?
As we begin to move into the discussion of how to become a bookmaker, it’s firstly important to ensure that we’re all talking about the same thing. The Collins Dictionary defines a bookmaker as follows: ‘A bookmaker is a person whose job is to take your money when you bet and to pay you money if you win’. That’s obviously somewhat simplistic, but it’s the very nature of what it means to be a bookie. The Encyclopaedia Britannica has a rather more broad explanation of what a bookmaker does, including pointing out that their job is ultimately to ensure that they have a balanced book that allows them to make a profit regardless of the outcome of an event that they’ve taken bets on.
As well explore, though, the definition of a bookmaker has changed considerably since the explosion of companies online. In the old days bookies needed to be self-contained, with everything in house from odds traders to set odds to web designers to make the sites work. These days however there is such a thing as a ‘white label’ bookmaker. This is essentially a person or persons who use software companies to deal with things like the odds and the ‘under-the-hood’ work on a site, merely coming up with the design of the site itself as well as features and offers for new customers and so on (sometimes not even that involved).
The software company are the ones that often hold the licence, they take a share of the profits, allowing those behind the ‘white label’ to concentrate on the front-end and know that the back-end will take care of itself. This is part of the reason why becoming an online bookie is much easier than becoming one with physical shops. Yet it’s also part of the reason why the notion of what a bookie actually is is quite confusing. Can someone who simply set up a website using software provided by a different company really be called a ‘bookmaker’?
Real World Bookies: On-Course and Off-Course
If you’re thinking of becoming a bookmaker in the more traditional sense, the first question you’ll want to ask yourself is whether you want to do so on-course or off-course. The word ‘course’ can be used in place of the physical location where any activity is taking place, altering depending on the sport that you’re covering. There is no real difference between the actual activity of a bookie regardless of which of these options you plump for. You’ll still need to train and develop cashiers, handle the money that is taken off and given out to customers, deal with complaints, balance accounts and so on. There’ll also be a necessity to ensure that the odds allow you to balance your books in order to turn a profit at all stages.
The biggest difference between the two types of bookmaking is the sort of licence that you’ll need to get. Thankfully, the Gambling Commission is an excellent resource and makes things nice and clear for those of you looking to branch out into the world of bookmaking. As well as an operating licence, you’ll also require a personal management licence, a personal functional licence and a premises licence, depending on what type of bookmarking operation you’re hoping to run. More often than not, bookmakers become bookmakers because it’s a family tradition, meaning that information is passed down from parents to children and it’s just ‘known’ how it’s done. There is a surprisingly scarce amount of information online about becoming a bookie and what is involved, which should tell you a lot about how difficult it is.
Aside from the different types of licence that you’ll need to get depending on whether you choose to be an on-course of off-course bookmaker is the amount of overheads involved. That’s not to suggest that there are no overheads for pitches at a racecourse, with money needing to be paid for the right to have a stall there in the first place. A bookmaker named Joe Huddlestone paid £228,500 for a pitch at York Racecourse in 2015, for example. That was very much an excessive amount of money, paid because the pitch was in the best spot on the course, but it gives you an idea of the sort of thing you’d have to pay for. There’s also runners, who keep an eye on the odds being offered by competitive bookies, bagmen, who collect and distribute the money from punters, and so on.
Yet if you open a high street shop then those overheads go up exponentially. As well as paying rent on the premises that you’re using, you’ll also need to pay for the likes of electricity, phone lines and internet access. Add to that the cost of getting broadcasts for greyhound and horse racing to be shown live on premises and you can see the costs start to mount up. That’s to say nothing of the staff that you’ll need to employ to run your shop, clean it and perhaps even offer security if you’re based in a less desirable part of town. You’ll also need a solid amount of money behind you in order to become a bookmaker in the first place. This is required by regulators to be put into a holding account in order to ensure that you have the cash to pay bettors, should they win.
Other Ways To Become A Bookie
There are countless online companies that you can turn to in order to become a bookmaker, should you wish to. These will take some of the hassle out of the situation for you, essentially offering franchises that have already been setup and simply require a fee to take advantage of them. Obviously these come with their own inherent risks, not least of which is the fact that it’s difficult to tell which companies are reliable and which aren’t. Instead, one of the better ways of finding out about how to become a bookmaker is to speak with the Betting and Gaming Council. Their homepage has plenty of information about how you can begin to get into it as a career, with the following being the best places to start:
- Begin as a Cashiers or Customer Service Assistants
- Become an assistant Shop Manager, eventually moving up to Shop Manager
- Become a Multi-site Retail Manager, responsible for several shops in an area
Obviously none of these are quite the same as being a bookmaker, but if you lack the necessary skills or knowledge then they’re a decent place to start your career.
Becoming An Online Bookmaker
The obvious alternative to being a bookmaker with physical premises, whether that be a pitch on a racecourse or a shop on the high street, is to do it online. We’ve already mentioned the possibility of setting up a white label company, which uses software providers to take of the mathematical side of the operation. Yet that’s not the only option available, with some people choosing to be an independent bookmaker separate and distinct from the mainstream companies out there.
It’s important to note, however, that this isn’t necessarily any easier. If you’re looking to generate markets yourself, come up with odds on your own and create your own interface then then that’s something that will be both time-consuming and costly. You’ll need to have an exceptional understanding of the sports that you’re allowing punters to bet on, to say nothing of the maths involved in ensuring that you’re offering fair odds that can still allow you to turn a profit. If you’re looking to start a company online then you’ll need to have a good knowledge of how websites work and how to attract customers. You’ll potentially also need a sizeable capital.
If you open a betting shop then there’s an extent to which you’ll know about the number of customers that are likely to visit your location. This will be limited by the amount of footfall that the area in general gains and it’s unlikely to see sudden increases for random reasons. Online the same is not true. You will need to market your site in order to attract customers and if one of your marketing campaigns is more successful than you thought it would be then you might see a huge increase in the number of people coming to bet with your company. That means that your liabilities will increase exponentially and you’ll need to account for that.
The other major question you’ll need to consider is how much of a one-stop shop you want your site to be. As online betting grows and grows, punters have become accustomed to being able to bet on an in-depth market in just one sport, let alone when it comes to a variety of sports. Are you going to focus on just one discipline, like horse racing, and try to cover that as best as you can? Or are you going to also cover football, mixed martial arts, tennis and cricket? If so, will you only offer odds on the major events or will you look more deeply at the market? If it’s the latter, do you feel confident in offering odds on a Slovakian second division team’s game, say? If you don’t then you might find that customers desert you just as quickly as they arrived, so how will you win them back?
Jobs In The Gambling Industry
We’ve already mentioned other jobs associated with bookmaking specifically, both in terms of on-course pitches and physical shops on the high street. Yet they’re not the only jobs that you might be able to take up in order to start a career in the gambling industry – nor are they the only ones that you’ll need to consider if you open up your own betting firm. Here’s a look at some of the other positions that exist in the world of bookmaking and betting that you might just want to think about:
Odds Traders – Arguably the most important position in the betting industry is that of an Odds Trader. In essence, they are responsible for setting the odds for an event, as well as monitoring customer accounts and looking at the profitability of an operation. Interestingly, the job isn’t all about statistics and analysis. Though that is the case for sporting events, the Odds Traders who work on the likes of entertainment and music bets tend to use judgement and intuition just as much as mathematics.
PR and Marketing – If Odds Trader is the most important position in the world of bookmaking then the job of PR and Marketing is a very close second. As mentioned before, you need to be able to encourage people to visit your shop or website if you’re hoping to make any money; after all, your books can be as balanced as you want but if no one is placing any bets with you then you’re unlikely to make any actual money. Those in PR and Marketing aren’t just responsible for coming up with the advertising campaigns that will attract customers, they also need to have their finger on the pulse of the market to find out what sort of offers and promotions will encourage clients to stick around. Why is one loyalty scheme better than another? It’s also important for them to keep on top of the compliance and advertising restrictions put in place by the Advertising Standards Authority.
Design and Development – This job is more all-encompassing than you might at first imagine. It’s fairly self-explanatory in terms of online bookies, with the designer required to come up with a website that is visually appealing, easy to use and works smoothly on all devices. There’s also a strong likelihood that they’ll need to come up with a mobile app if your business really begins to take off, such is the popularity of mobile apps for online betting. Equally a developer’s job is about taking things further, moving the site to the next stage and so on. Things are slightly more complex in terms of physical shops, with architects probably more useful than designers. Even so, you’ll need to think about the layout of your premises and the sort of equipment that you’ll need there.
Accountant – Any successful business requires a decent accountant, but that’s especially true of a bookmaker. As well as ensuring that the Odds Trader is doing their job in balancing the books, an accountant will look at expenditure on things such as advertising and promotions and ensure that you’re not stretching yourself too thin when it comes to the money that you have available. They’ll also be responsible for investigating things like the amount of money you need to have in reserve according to the Gambling Commission, ensuring that you’ll remain solvent even if you have to pay out large amounts of money on winning bets.
Content Writer – If you’re hoping to have an online website with pages of information and offers then you’d do well to employ a content writer. It will be their responsibility to ensure that offers and deals are well written and that customers understand the terms and conditions in place. A good content writer will drive traffic to your site thanks to interesting and unique writing.
That list is by no means conclusive, with countless other jobs being available if you want to look at the minutiae of the industry. The biggest companies can employ tens of thousands of people across a broad spectrum of jobs.
Is Bookmaking A Competitive Industry?
The question of competitiveness within the bookmaking industry is an interesting one. A quick search for ‘Best Betting Sites In The UK’ will lead you to countless bookmakers, from the well-established to the new on the market. It’s not easy to get a Gambling Commission licence by any stretch of the imagination, with the regulator keen to check that potential new businesses are not being run by disreputable people who may attempt to commit money laundering or the defrauding of customers.
If you ensure that you only gamble with companies that you have confirmed have UK licences from the Gambling Commission then you go a huge way towards protecting yourself as much as possible. Yet the point remains that one of the main things that someone needs in order to be able to set up a bookmaking company is the initial investment capital. As a result, new and fresh bookmakers pop up on an almost monthly basis and ensure that the world of online bookmakers is one of the most fiercely competitive around.
In terms of major companies alone, you’re looking at a list that includes Ladbrokes, Coral, William Hill, Betfred, BetVictor and Bet365. They are all veritable behemoths of an industry that has countless smaller companies rotating around it, picking up the castoffs. However, smaller brands have made huge strides in impacting the industry in recent years too. In other words, a bookmaker attempting to force their way into the industry nowadays might struggle to become a globally recognised force, but they’ll likely do well if they’re simply hoping to get a small, loyal following that uses them for the majority of their bets.
Basing A Betting Company Abroad
A look at the government of Gibraltar’s website will tell you that they have issued Gambling Licences to more than thirty different betting companies up to June of 2018. There are a number of reasons why companies see Gibraltar as one of the best places to base themselves, not least of which is the fact that island is part of the UK and therefore classes as being covered by the Gambling Commission for one of their remote licences. Perhaps more important, though is the fact that companies can write of certain expenses as tax deductible that they would not be able to do if they were based on the UK mainland.
The biggest companies spend tens of millions pounds worth of money on marketing, which they avoid paying tax on if they’re based in Gibraltar. That’s a significant saving, when you think about it. Gibraltar isn’t the only place where gambling companies are basing themselves, though. Malta is also becoming a more and more popular destination for companies looking to save themselves some money via tax breaks. The likes of Betsson, Kambi and Kindred all have offices in Malta and more companies are expected to join them. Similarly the Isle of Man and Alderney are seen as havens for bookmakers wondering where to base themselves.
That’s not to say that no bookies are based on the UK. Both Bet365 in Stoke-On-Trent and William Hill in London are examples of respected companies that have remained on the British mainland at the time of writing. Given that similar things can be said about Ladbrokes Coral and Paddy Power Betfair, it’s suggestive of the idea that it’s the smaller companies that move themselves abroad in order to make whatever tax savings that they can. Something to think about when you’re wondering where to have the headquarters of the new bookmaker that you might be considering setting up after reading this piece about how you’d go about it.