WhichBookmakerMethodology · United Kingdom
How we score
Most betting comparison sites rank by commission and call it a review. We rank by price, and publish the weights so you can check the arithmetic.
The five pillars
| Pillar | Weight | What we measure |
|---|---|---|
| Odds | 30% | The margin built into the prices, measured on main markets, plus whether the operator lets winning accounts keep betting. This is weighted highest because it is the only factor that compounds across every bet you place. |
| Trust | 25% | Which regulator licenses the operator for this market, how long it has traded, its ownership, and its complaint and payout history. |
| Markets | 20% | Breadth of sports and competitions, depth of bet types beyond match odds, and quality of in-play coverage. |
| Platform | 15% | Web and app speed, bet placement, live betting, streaming, cash-out and how the product behaves under load. |
| Payouts | 10% | Withdrawal speed and limits, verification friction, and how the operator treats accounts that win. |
Why odds carry the most weight
A welcome offer is paid once. A margin is paid on every bet you ever place. A bookmaker running a 2.5% margin returns substantially more of your stakes over a season than one at 6%, and no free bet closes that gap. Ranking on offers rather than price is the single most common way comparison sites mislead their readers, so we put the margin on every card and weight it highest in the score.
Rules we hold ourselves to
- Commissions never touch scores. We earn referral commissions from some operators. Scores are computed from the criteria above before any commercial relationship is considered, and operators that pay us nothing are ranked identically.
- We only list operators that may lawfully serve you. Each market edition shows the operators licensed for it, or openly accepting customers from it — never a longer list to pad the page.
- Restriction policy is part of the score. A bookmaker that closes winning accounts is worth less than its headline prices suggest, and we say so.
- Honest dates. Every page states when its data was last verified — currently August 2026.
What a score means
- 9.0+ — exceptional; a benchmark in its category.
- 8.0–8.9 — excellent; recommendable with minor caveats.
- 7.0–7.9 — good for a specific purpose, weaker elsewhere.
- below 7.0 — real weaknesses; we name them explicitly.