Independent scores · United Kingdom edition · verified August 2026

The bookmaker that pays you most.

Most comparison sites rank by commission. We rank by price — because over a season, the margin your bookmaker charges costs more than any welcome offer gives back. Scored 0–10 with a published methodology.

See the rankingsCompare two bookmakers

Only UKGC-licensed operators may legally advertise to or accept customers in Great Britain. All bookmakers on this page hold that licence and are covered by GamStop self-exclusion.

8bookmakers scored
5weighted scoring pillars
28head-to-head comparisons
11markets covered

Rankings

Bookmakers, ranked

Every operator below is licensed for this market or openly accepts customers from it. Ranked by overall score, with the margin they charge stated plainly.

Best overall
bet365
In-play bettingMarket depth
Around 4–5% on major football match oddsTypical margin£5 / €10 equivalentMin. depositUKGC (UK)Licences
9.0
VisitReview
Best odds
Betfair Exchange
Best pricesLay betting
No marginTypical margin£5Min. depositUKGC (UK)Licences
8.8
VisitReview
Betway
African marketsEsports
Around 5% on major football; sharper on esports than most rivalsTypical marginVaries by market, typically the equivalent of $5–10Min. depositUKGC (UK)Licences
8.4
VisitReview
William Hill
Horse racingUK punters
Around 5% on major football; stronger on horse racing than footballTypical margin£10Min. depositUKGC (UK)Licences
8.3
VisitReview
BetMGM
OntarioNorth American sports
Around 5% on major North American and European marketsTypical margin£/C$10Min. depositiGaming Ontario (CA)Licences
8.1
VisitReview
Paddy Power
Irish racingPromotions
Around 5.5% on major footballTypical margin£/€5Min. depositUKGC (UK)Licences
8.0
VisitReview
Sky Bet
Mobile bettingFootball specials
Around 5.5% on major footballTypical margin£5Min. depositUKGC (UK)Licences
8.0
VisitReview
BoyleSports
Irish racingIreland
Around 5.5% on football; sharper on Irish racing than most rivalsTypical margin€/£10Min. depositIrish licenceLicences
7.7
VisitReview

Start here

Start with what matters to you

I want the best price

The bookmakers with the lowest margins, ranked.

I bet on football

Depth of markets and price on the leagues you follow.

I bet on my phone

The apps worth having on your home screen.

Show me the offers

Free bets and welcome offers, with the wagering conditions spelled out.

Frequently asked questions

How does WhichBookmaker rank bookmakers?

Every operator is scored 0–10 across five weighted pillars: odds (30%), trust and licensing (25%), market coverage (20%), platform (15%) and payouts (10%). Odds carry the most weight because the margin a bookmaker charges is the single biggest long-run cost to a bettor. The methodology is public and applied identically to every operator, whether or not they pay us.

What is a bookmaker margin and why does it matter more than a bonus?

The margin (or overround) is the built-in edge in the prices. A book with a 2.5% margin returns meaningfully more of your stakes over time than one at 6% — on a season of regular betting that difference dwarfs a one-off £30 free bet. It is the number most comparison sites never show you, so we put it on every card.

Why do I see different bookmakers than a friend abroad?

Because we only list operators that are licensed for, or openly accept customers from, the market you are viewing. Showing you a bookmaker that cannot legally take your bets would waste your time and breach advertising rules.

Is WhichBookmaker free?

Yes. We may earn a commission when you open an account through our links, at no cost to you. Commissions never change a score or a ranking position — several highly ranked operators here pay us nothing.