• Brand New Betting Sites 2020 List
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Despite the growing emergence of online betting as a whole, there is hardly a sport that can be compared to horse racing when it comes to long-lasting popularity and a rich legacy.

Betting and horse racing share an unbreakable bond that’s only become stronger with the introduction of online betting. Those of you who might be new to betting on this sport via the online sports operators should have a deep look at our extensive layout of available bookmakers which offer the best value for your money.

Listed in a table below are only the most reliable and trustworthy betting sites ranked by their payout percentage, betting margins, welcome offers, minimal odds requirements, streaming options and individual reviews that will surely help you make the best possible decision with choosing the bookmaker that’s best for your personal preferences as a horse race bettor.

You can even make useful comparisons between two or more betting sites you highlight as best to bet on horse racing that will ultimately help you make the best possible choice.

*You can re-order the tables by clicking the little arrows next to any option you’re looking to compare.Betting SiteRankOdds PayoutBetting Margin Horse RacingMAX BONUSMin.OddsBONUS OFFERBonus Expiry daysBetting Site LinkT&C
10Bet4.013.70%£501.80 (4/5)50% up to £50 welcome bonus30SIGN UP HERE

Terms and Condition

New Customers only; Min. deposit £15; Bonus amount 50% of deposit up to £50; Wager deposit and bonus 8x within 30 days; 4/5 Min. single odds or 2/5 min. acca selection odds; Max. stake contribution equal to the initial bonus; Certain bet types and payment methods excluded; See full terms; Terms apply; 18+

Quinnbet4.9114%£302.0 (1/1)Bet £10 Get £5 + 50% Cashback on losses + 50 Free spins7SIGN UP HERE

• Deposit and bet on any Sportsbook Markets of your choice at odds of Evens (2.00) or greater.
• Get 50% Back of your first days losses as a Free Bet up to £25 + a Guaranteed £5 Free Bet Either Way plus 10 Free Spins!
• 18+

32RedSports4.413.74%£1002.0 (1/1)150% Casino Bonus up to £150!7SIGN UP HERE

New accounts only. Min. £10 deposit, debit card only. Up to 50x wagering, game contributions vary, max. stake applies, 7 day expiry. T&Cs Apply. #AD

BWIN4.115.3%£10£10 Back up betSIGN UP HERE

18+ | New players only | Min deposit req. £10 ; excludes deposits via PayPal | Max stake £10 | Min Odds 1/1 (2.0) | Max FreeBet £10 | Excl Horse Racing | T&Cs apply

Hopa4.813.40%£152.0 (1/1)Bet £10 Get £15 + 7 Days X £100 Cash PrizeSIGN UP HERE

18+, Welcome Bonus: New Players only, 1st deposit, Min Deposit: £10, max £10 free bet valid for 14 days, bets must be placed at odds of 1/1 or greater and be settled within 14 days of placement. System bets not eligible. Only depositing using specific payment methods. only.Click to see full T&Cs

Mr.Play4.514.24%£152.0 (1/1)Bet £10 Get £15 NewBettingSites.UK Exclusive!SIGN UP HERE

18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit: £10, max £15 free bet valid for 14 days, bets must be placed at odds of 1/1 or greater and be settled within 14 days of placement. System bets no eligible.

Novibet3.514.3%£251.70 (7/10)Up to £25 Match Free Bet! - EXCLUSIVE30 daysSIGN UP HERE

New UK costumers only. Minimum bet £10. Minimum of 3 selections in an accumulator. Neteller, Paysafe, Skrill or Skril are not restricted. In order to receive the bonus. KYC process required or have your age verified

FansBet3.912.90%£1001.4 (2/5)50% Bonus up to £100 - Code: FBWELS90 daysSIGN UP HERE

New UK customers making their first deposit; 6x wagering of deposit and bonus with 90 day expiry; Only sports bets contribute to wagering; Min 2 selections at 1.4 min odds per selection; Max £100 per bet; See full terms; 18+.

MansionBet4.214.40%£1001.80 (4/5)Bet £10 & Get £20 - Exclusive Offer7 daysSIGN UP HERE

• New customers only.
• Min deposit £10 (UK debit cards only) Bet £10 at odds of evens (2.0) or greater.
• Multiple bets with cumulative odds of evens (2.0) count, each leg must have odds of 1/5 (1.2) to be eligible.
• Each way bets are eligible for this promotion. Upon qualifying bet settlement, 1 x £5.00 Free Bet will be credited to your account. Once the first £5.00 Free Bet has been used a further 3 x £5.00 Free Bets will be applied to your account. Free bet stake not returned after bet settlement.
• Valid for 7 days, each Free Bet must be used in its entirety.

Karamba3.914.5%£102.0 (1/1)Bet £20 get a £10 Free Bet14SIGN UP HERE

New customers only. Max one £10 free bet. Qualifying bets must be placed at min odds of 1/1 (2.00). Paid as a bonus token with min 4/5 (1.80) odds req.

Genting4.413.00%£102.0 (1/1)£10 Free Bet7SIGN UP HERE

New Customers. Qualifying bet is first settled bet £/€10+ (£10 E/W+) at odds 2.0+ placed within 28 days of registration. If qualifying bet loses, £/€10 free bet will be credited within 24 hours of bet settlement, use within 7 days, Stake not returned. Multiples require each selection odds of 1.4+.

Netbet3.814.20%£301.1£30 in Free Bets and Spins7SIGN UP HERE

18+/ New Customers Only / £15 In Free Bets And £15 In Free Spins For Casino And Vegas / Freebets Valid For 3 Days / Free Spins Valid For 30 Days. T&Cs Apply

GrosvenorSports4.013.50%£401.5 (1/2)Get A £10 Free Bet On Every Other Tv Match60SIGN UP HERE

New customers. Min bet £10. £10 Free Bet per televised Premier League game exc qualifying game. Min odds 1/2.T&Cs apply. 18+ BeGambleAware.org

Sportingbet4.312.5%£102.0 (1/1)£10 Free Bet7SIGN UP HERE

18+ | New players only | Min deposit req. £10 ; excludes deposits via PayPal | Max stake £10 | Min Odds 1/1 (2.0) | Max FreeBet £10 | Excl Horse Racing | T&Cs apply

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Horse Racing Betting Guide

Betting on horse racing is something that many people have done for years, with a varied degree of success. We now have an abundance of sports to bet on with the bookmakers, although despite that there is still a very strong market for horse racing betting. Whether you are new to the sport or you would a refresher about what is available to you, this horse racing betting guide will give you the information you need regarding the different horse racing betting markets that are available, as well as different basic strategies you can use.

Basic Horse Racing Betting Markets

Just like many other sports, there are a lot of different ways in which you can get involved when you are placing your bets on horse racing. Here are the basic betting markets that are available to you when you put your money down.

Win Betting

Quite simply the easiest way to bet on any sporting event is to back a selection to win, and in horse racing this is no different. This really is as simple as it sounds, pick a horse to win and if it wins you will get paid out as a winner, while if it loses you will receive nothing back. Your winning are determined on the odds of your selection when you place your bet, although you are able to back at SP if you wish, which gives you the starting price of the horse before the off.

Each Way Betting

An each way bet consists of two different bets. The first is a win bet on the horse like above, and the second is a place bet on the horse to finish inside the allocated placings for that race. This could be 1^st and 2^nd, although for many races it covers the first three, and in some cases it covers the first four. When placing each way bets look out for bookmaker offers on big races like the Grand National, where you will find place terms enhanced even further. You have two chances to win on an EW bet, if the horse wins then both of your bets are winners, and if the horse places then you have one winning bet out of two.

Read more about each way betting

Betting Without the Favourite

One of the increasingly popular horse racing betting markets is the betting without the favourite market, which allows you to bet on a horse race without the favourite, ideal for when we have a short priced runner. In this instance, you are a winner if your horse wins the race, or if it finishes second behind the favourite, and it is a great way to get value when the favourite is odds on.

Betting Against the Public strategy Explained

Multiple Bets

There are a number of different multiple bets that horse racing punters can use on their selections in the hope of winning big. The most common horse racing multiple bet is a lucky 15, consisting of four horses and 15 bets. This covers every possible outcome between the four runners, all the way up to an accumulator on them all, so the more winners you have the bigger your returns will be with this one. Lucky 31 and 63 bets are also available, and these are exactly the same except the lucky 31 has five selections and the lucky 63 has six selections, with 31 and 63 total bets respectively.

Tips to Improve Your Accumulator

Other Guides

Statistics in Horse Racing Betting & How to Use Them

How to Understand Racing Form Guide

How to Lay the Loser

Non-Runner Insurance Explained

Is Virtual Racing Fixed?

Rule 4 Explained - How to calculate a Rule 4 deduction

What is a 57 Heinz bet?

What is a Trixie Bet?

Simple Horse Racing Betting Strategies

If you are looking for a simple, but effective, way to pick out winners when placing your horse racing bets then look at the factors below and think about them when you are next placing your bets.

Study the Form

You don’t have to be an expert to study the form of a horse, and you can take something from this even if you are a beginner. Something as simple as looking at horses who have won last time out, or horses who have been running well and finishing close could be enough to find you a handful of winners to get you starts.

Check the Going

One of the most important aspects when looking at a horse race is the going. This is the type of ground that the race is ran on, and it has a huge impact on the outcome of a race. Some horses prefer hard ground in the summer, while others prefer it soft in the winter. Look at what type of ground a horse has ran well on before, and match it up with the ground for the upcoming race. This isn’t the only aspect to look at, but it is a way of ruling out certain runners when you are going through the field.

Trainers and Jockeys

Generally speaking, although following particular trainers and jockeys may not be profitable if you do it all of the time, this is a good place to start. As a rule of thumb, the biggest and best trainers have more expensive and better horses at their disposal, so they are likely to win more races than a smaller yard that has smaller owners who spend less. In a similar vein to that, the top jockeys get their pick of the best horses to ride, and are often associated to the biggest trainers, riding all of their horses for them.

In the longer term you will need to look at a broader spectrum in terms of trainers and jockeys, but when you are getting going there is nothing wrong with picking out a couple of big name trainers and jockeys to follow. This will get you used to looking at races, and although you may not land a consistent profit from them, they will provide you with further winners.

If you want to narrow this strategy down even further then when you are looking at a horse racing meeting you will be able to find information that shows the top trainers and jockeys at that particular course in recent years. These are people that have shown form at that course, and who could target it, so this is a good avenue to look at.

Other strategies

Brand New Betting Sites 2020 List

How playing poker can help horse race betting and vice versa

Public Gambles or in the Know Professionals? How to Spot the Difference

How playing poker can help horse race betting and vice versa

Advice on Picking Your Selections-How to pick winners in horse racing

How to Make Money Betting on the Cheltenham Festival

How to Choose Best Horse Racing Betting Sites

Horse racing is a time-defying sport.

The tides of time saw sports rush to prominence and lose their place under the limelight – especially when it comes to betting – but horse racing has always been a highly-popular choice with the fans and punters alike.

Having first hit the stage in ancient Rome through its chariot racing origins, horse racing has evolved into an adrenaline-boosting, unpredictable and highly lucrative sport.

Horse racing took full advantage of the incredible technological advances which over the past couple of years brought many improvements to the betting world. The sport took a firm hold of the reigns to cement its place as a leading betting choice for punters all over the world.

And with that kind of popularity came various betting opportunities with betting operators offering horse racing popping up almost daily.

If you are new into the whole online betting world, there are several things that need to be taken into consideration when choosing the right operator.

Do a Background Check

The most important thing you need to do before trusting your money with an online operator is to do a background check. Simply put, try to stick to fully licensed and registered sites. Make sure that your private information will be safely stored through an encrypted platform and that a site you want to bet on is trustworthy and reliable.

Recommendations are definitely one way to confirm the quality of a betting operator. There is a wide range of websites that offer unbiased and neutral reviews of online bookmakers with all of their advantages and disadvantages clearly stated to help you make the best possible decision.

Banking methods are another important aspect – which unfortunately gets pushed aside more often than you would think – and therefore it is extremely important to make sure that a site you choose will support your favoured payment options.

Check the Offering

As you go on to choose the site you want to bet on, it is implied that you have already determined the type of races you want to wager on. In case you haven’t, here is a quick reminder of the main types of racing, simply to push you in a right direction.

We’ll take the freedom to assume that most of you will not be that into the Endurance Racing which leaves us with:

• Flat Racing
• Jump Racing

The flat race season kicks off in March and lasts until November with the majority of big-name events belonging to this popular category. The very mention of Royal Ascot will be enough to get you excited as you bet on the fast-paced galloping stallions.

Not trailing much in terms of popularity behind the flat racing, jump racing is divided into three further categories – Hurdle, Steeple Chase and Bumpers. The latter is arguably the most exciting of all three as it is a gentler type that allows horses to race up to speeds of a flat race.

With all of the categories in mind, the betting sites that have most of the options available in their betting markets will deserve your attention.

Shop for Odds

The last – but not least – thing to look at is odds. Do not get stuck to that first betting site that ticks the aforementioned boxes but make sure to go around and do some window-shopping to compare the available odds on your favourite markets.

You would be surprised to see how odds differ from one bookmaker to another and getting the best possible value for your money is what we’re all after. Luckily, most betting sites will allow you to have a look at the odds without having to log in or register, which only makes it ever so easier for you to decide.

Five Ways To Choose The Best Betting Sites For Horse Racing

We examine the best horse racing betting sites and what you need to know

Horse racing and betting go hand in hand. Very few people that follow the sport or attend racecourses don’t place bets on the action, whether they are a fan of National Hunt racing or the flat equivalent.

Finding the best betting site for horse racing is very important. There is lots of choice when it comes to choosing a bookmaker and you should bear in mind the following things when selecting a betting site that will serve your needs for racing.

Does your horse racing betting site offer Best Odds Guaranteed?

A few years ago, bookmakers that offered horse racing odds realised that they needed to do something special. Something that would attract the eye of customers and thus Best Odds Guaranteed was born.

Best Odds Guaranteed means that betting customers get the best of both worlds when it comes to betting on horse racing. Any bookmaker that offer BOG will allow customers to take a price and guarantee to pay out at SP should the SP be bigger than the odds they took.

Therefore, it is important to choose a betting site for horse racing that offers Best Odds Guaranteed. Over time, you will make a lot more money from your racing bets than simply having to guess whether the price will drift or contract.

Can you watch live horse racing with your betting site?

You’ve placed a bet on the racing so it naturally follows that you should be able to watch the action and see if your wager is a winner. The great news is that a group of bookmakers have deals in place with At The Races and Racing UK.

These deals means that the likes of Paddy Power, bet365 and Sky Bet can live stream every race from the UK and Ireland all the way through the year. The only requirement is that you place a £1 bet or bigger on the race in question. Then you can access live racing pictures on your PC, laptop, tablet or mobile.

The picture quality is generally very good and it’s important to note the bookies that will show live racing when it’s not a live televised encounter which is often the case with the bread and butter horse racing.

Can I get free bets on horse racing?

Horse racing free bets are a brilliant incentive to keep returning to a particular bookmaker. There is the excellent welcome bonus that can be enjoyed when you sign up with a bookmaker and that can be available through a deposit bonus, a free matched bet or money back if your horse doesn’t win its race.

Once you have enjoyed the opening bonus, several bookmakers will then offer you extra promotions where free bets can be enjoyed when you have placed a certain number of bets. Or you might get something like bet365’s Channel 4/1 offer where you are given a free bet when backing the winner of a 4/1 shot for a TV race.

Free bets should be used carefully as it’s a free shot at the bookmaker and these bookies don’t give away too many freebies along the way. Look out for free bet offers around the time of the big racing meetings such as the Cheltenham Festival, Aintree, Royal Ascot and Glorious Goodwood.

What about price boosts on the horse racing?

Ah yes, the price boosts which have become all the rage. If you’re choosing a betting site for horse racing, then it’s important to select a bookmaker which specialises in enhanced odds on the racing on a daily basis.

The first type of price boosts are the ones that are available to new customers, with a bookmaker such as Paddy Power potentially offering Faugheen at 10/1 instead of the trading price of 2/1.

Brand New Betting Sites Uk

The bookmaker might cap the maximum stake at £10 and it’s a great way of enjoying a massive price to get you started with a racing betting site.

Then you get the other type of price boost or enhanced odds which is arguably more valuable over time. If you bet regularly on horse racing, then it’s great when you get daily price boosts for particular races. For example, a bookmaker might boost Cue Card to win the Gold Cup from 2/1 to 3/1 for a limited time only.

Enhanced odds taken regularly give you a better chance of making money over time. There are also chances to back horses in multiples at bigger odds.

Does your betting site offer multiple bet options?

In addition to backing horses as a single bet, you also want the opportunity to have horse racing bets where you place selections in doubles, trebles and other types of multiple bets.

For example, there is a bet called a Yankee where you have four horses and effectively combine them in doubles, trebles and a four-fold. Make sure that you have a bookmaker account where there is the option to place these types of bets.

On a similar note, you should choose a racing betting site where the maximum stake is as high as you need it to be. Some bookmakers cap the stake size for every day races and it can be frustrated when you’re not able to bet at the amount you want to.

How good are your bookmaker odds?

Horse racing odds can differ across the board and it’s worth having a betting account with several bookmakers to make sure you get the best possible prices. Some betting sites will ensure that their racing prices are as good as their competitors such as the bet365 Price Promise which is available for several high-profile meetings.

Ultimately, there has never been a better time to bet on horse racing due to the sheer range of choice available. There are dozens of bookmakers available and they are falling over themselves when it comes to opening a betting account.

How to Bet on Horse Racing

Horse racing and betting go hand in hand since the beginning of time.

Eversince a man discovered that by sitting on a horse’s back he can cover greatdistances in a short amount of time and get the beast to run faster than hisfriend’s horse, there had surely been a bet or two to claim otherwise.

Bettingon horse racing is as popular as it’s ever been and it definitely is aremarkable thing to see this sport defy the betting trends, shifts and tides oftime, never allowing the emergence of other sports such as tennis and mostnotably football to ruin its betting reputation.

Horserace betting can be extremely profitable and that’s definitely one strongargument in favour of its popularity in betting circles. It can also drag youdown if you’re not careful enough and if you don’t know what you’re doing.

Learningto make the right bets, interpret the market and betting selections will helpyou improve your own odds of winning and here we’ll try to provide you with allthe essentials on how to bet on horse racing.

How to Pick a Horse Bet

Online betting has introduced a fresh batch of horse racing bets some of which have grown immensely in popularity over the most recent years.

A plethora of horse racing bets is what awaits you and you’d be wise to invest some time to learn a bit about every single one of them to make your horse racing betting experience a simple, pleasant and a lucrative one.

Win/on the nose/single bet is the simplest and most popular of them all, where you bet on a particular horse to win a race. Doubles are also a popular selection which is actually two selections for 2 different races with the winnings multiplied between horses – which means potentially huge payouts.

A single most popular horse racing bet is Each Way Betting, which is explained in detail below.

An important thing to remember when deciding on your horse racing bet is to have a look at the odds. The shorter the odds on a horse, the more theoretical chance that beast has of winning but it means less money, of course.

What is Each Way Betting

If we’re to describe it in a single sentence, Each Way is a win bet and a place bet on the same horse. You back your horse to win or to finish within certain places which improves your chances of landing it right even if it fails to win the race.

This betting option can usually be displayed as e/2 or w/p and it’s effectively two individual bets which sets your choice to winner, second or third place – usually – with options going to 4 or 5 depending on the type of the race and the number of horses running in it.

Each Way Betting will not be available for races with four or less runners.

Handicap Betting in Horse Racing

Handicap betting is an extremely popular horse race betting selection due to the fact it involves luck and a certain level of skill that requires the ability to recognise which horse could turn its apparent disadvantage into an upper hand and win the game.

Now to make it simple, a handicap horse race will see certain horses carry different weights allocated by the handicapper with better horses and favourites carrying heavier loads to lay the ground level for all participating horses.

A good handicapper will recognise a horse that will overcome the burden and still use its strength and power to win the race.

Handicaps differ from race to race and you need to be on constant alert and checking your Daily Racing Forms (DRF) before placing a bet.

Horse Racing Types and Terminology

So, you have finally decided to take your passion for horse racing to a higher level and want to test your skills and apparent knowledge on the sport through betting on it?

As avid betting aficionados we support the efforts and applaud the courage. Still, before you go knees deep into the exciting horse racing betting world make sure to get all the facts straight and learn the terminology – which is plenty in horse racing – just so you won’t get in any sort of problems of perhaps not understanding what’s there to bet on and how to do it.

The first thing you need to understand is that, unlike football where you have the same model just in various competitions, horse racing includes almost different kinds of the same sport with its different types.

Three most common types of horse racing are:

• Flat Racing
• Jump Racing
• Harness Racing
• Endurance Racing

Horses galloping directly between two points around a straight or more likely oval track is called flat racing. Jump racing involves horses running over different obstacles and this form of racing is usually referred to as Steeplechasing which in the UK and Ireland is best known as National Hunt racing – one of the most popular kinds as well.

Harness racing is a type of horse racing where horses trot or pace – not run – pulling a driver in a sulky. Ultimately, endurance racing is a race in which a horse travels across country over extreme distances.

Once you cover the types of horse races, as a horse racing punter wannabe you need to learn the elementary types of bets which widely differ from anything you’ll find in any other sport. This is why learning the terminology is crucial before you go on to wager money on horse racing.

Across the Board – this is a bet on a single horse to win, place AND show.

Show – now that we mentioned it above, show is a type of bet where your horse must finish 1^st, 2^nd or 3^rd.

Place – your horse needs to come 1^st or 2^nd.

One the nose – you’re backing your horse to win only, one of the most popular and common betting options.

Daily Double – betting on two separate horses in consecutive races where each of your horses must finish first, with odds multiplied between horses for a lucrative win.

There is also a highly engaging set of bets that include two and more than two horses in a single bet. They might sound confusing and like they rather belong to an opera than a sport.

• Quinella
• Exacta
• Trifecta
• Superfecta

When it comes to Quinella, your horses need to finish 1^st and 2^nd in either order and this one’s considered a normal play to three horses. Exacta involves two horses that need to finish 1^st and 2^nd in exact order which is a riskier bet. Trifecta includes three horses which must finish 1^st, 2^nd and 3^rd in exact order and this one can be a bit expensive and highly risky to go with. Ultimately, Superfecta is a bet extremely hard to win since it involves four horses in 1^st, 2^nd, 3^rd and 4^th.

If you’re bored of the same old offers then our list of new betting sites should be right up your street. Because these companies don’t have the history or reputation of the high street bookmakers it means they have to work harder to get your business. This could be through unique features or by running generous promotions. Either way, it’s good news for us punters.

List of New Bookmakers - Updated February 2021

The list above is mainly focussed on new brands, but if you're mainly after new betting offers there are plenty of older and more established names that you might not have come across before so it's worth checking our full list as well.

Can New Sites Be Trusted With Your Money?

Generally speaking, yes there’s little to worry about when signing up to new (UK licensed) brands. We go into more detail on how launching a new site works and the different types of company that you’ll see below but from a general perspective you get two types of new sites – white labels and true new brands.

• White Labels – Cheaper and faster to set up these are essentially just a skin of an existing betting site. The downside is that the owner tends to not have full control over the site as the white label provider handles the licensing, banking and compliance. This could also be seen a positive when you consider the fact that the site has someone experienced at the helm rather than a total newbie. Because of this white labels go and go quite regularly and don’t tend to offer anything unique or special.
• Self Licensed – A proper self licensed site will usually still use an existing betting platform, but the owners take care of everything. So they have their own license, run their own banking and have the freedom to set whatever offers they like. When you get a good new site you’re in for a treat as they’ll be pulling out all the stops to get your business and so could be offering super fast withdrawals, top notch customer support or generous promotions. At the same time this does entirely depend on the people running it, so if they start bleeding cash you could find the offers drying up and service deteriorating.

So what does that mean for the the new sites we’ve listed above? Unlike some offer sites who will list literally anyone with a website and a sign up bonus, we tend to be a bit more selected and exclude cheap white labels – meaning that the list may be a little smaller but the quality will be much higher.

How Easy is it to Start a New Betting Site?

If you’re new to the gambling industry then you may not be aware that there are literally hundreds of different sites all offering sports betting opportunities. In fact, the choice these days is bigger than it’s ever been, mainly due to the fact that most companies operate solely online.

The popularity of online betting coupled with the technological advances relating to the industry means that it is easier and much more viable for companies to start up their own online betting sites quickly and relatively cheaply; but gone are the days of unregulated or even loosely regulated markets – companies have to prove they are trustworthy and honest.

Licensing

The starting point for most new companies is licensing; if they don’t have a license then they aren’t legally allowed to offer their services to punters.

Licenses, as you can imagine, aren’t all that easy to come by. In fact, many gambling commissions have made it very tough indeed for new companies to obtain a license, which in turn goes a long way to protect the player.

Unfortunately, as is often the way with these things, there have been several rogue bookmakers that have started up over the years, often taking advantage of certain loopholes in the system or even just brazenly going it alone and flaunting the rules. The downside to this influx of new online betting websites is that many punters aren’t aware that these licenses exist, never mind whether or not a certain bookmaker holds one.

The formula these rogue bookies used was pretty simple; make a fancy looking website, have a solid marketing plan to get people through the virtual doors, and then extort.

Thankfully, these days companies such as the UK Gambling Commission – who are the regulatory body within the UK – are super hot on shutting these sites down before they even get going. News spreads fast online in the gambling community, so finding the crooks is a lot easier than it once was.

Whilst the UK Gambling Commission allow companies to offer their services within the UK, there are many different commissioning bodies based around the world. Where each individual betting company is based and which market they want to target will determine where they need to obtain their licenses (they can hold more than one).

With all licenses there are a few key rules that the company will need to adhere to:

• Social responsibility – The social factor is probably the most important and this includes things like; misleading marketing campaigns, underage gambling, spotting problem gamblers and also allowing the people who need help to get help. A huge amount of responsibility is passed down to the bookmaker these days and they are duty bound to provide help to the people that need it.
• Anti-money laundering – As huge sums of money are going to be exchanged each day, an equally huge emphasis on anti-money laundering needs to be in place. Bookmakers are forced to carry out rigorous checks on who’s gambling and with what money.
• Technical standards – This relates more to casino, poker and bingo where many games are automated, but it is the gambling company’s responsibility to make sure that games are fair and punters know the risks for each game. The increase of online and mobile betting has seen a huge shift in how this is policed.

Design and Layout

The next step comes with the design and layout of your site. Since the competition has massively increased over the last decade or so, it’s never been more important that a potential betting site looks the part and functions accordingly. If it is slow to load or glitchy players will simply go elsewhere.

There are two routes that companies can take for this:

1. Unique, custom design, essentially starting from scratch.
2. Use of white label designs, allowing bookmakers to get up and running quickly.

Unique designs are something that all bookmakers would really like to have. They want their company to stand out from the crowd and be able to offer things that other bookmakers can’t. However, unique designs, especially for sports books, come at a price, and usually a huge price at that.

The likes of BetVictor and Paddy Power are probably about as big as you will find online, but both with very different looking custom built websites. Over the years they have been able to add to and fine tune their sites to work towards the goals each company has set for themselves, and behave in a specific way depending on what each company is trying to achieve. Whilst we don’t know the exact cost of either site, it’s more than likely that tens of millions have been invested to get them to where they are today.

A start-up sportsbook isn’t going to have that sort of money from the off, so the solution is to use a white label company. This will mean that they rent or purchase a skin from that company and then add their own branding. The layout will be fairly familiar, and sometimes almost identical to other sites, and they will be limited in terms of what they can achieve with the design, but it’s a much more cost-effective way of doing things.

Two of the more popular white label betting companies include FSB Tech and Oddsmatrix. It’s likely that you’ve never heard of either, but we bet you have seen their designs before. Between them, companies such as 21 Bet, 188 Bet, Genting Bet, DafaBet, Boylesports, Sporting Index and Tipico are all using their software.

Gambling Groups

Whilst the name above the door might state one thing, more often than not your favourite sportsbook will be part of a bigger group. These groups are pretty common nowadays, as acquisitions and buy outs become more prevelent.

You’ll often find that groups utilise sister-sites to create a bigger network. These might start out as casino or poker groups and then acquire a company to run their sports betting side for example. The deals that are made here can be worth hundreds of millions of pounds, but are an easy way for companies that specialise outside of the sports betting sector to come in and enjoy almost immediate success.

New Sites v Established Brands

As we have already stated, over the last decade or more there have been a plethora of new sites wanting to get in on the action. The industry is worth a reported $450billion a year, with this number continuing to rise, so it’s understandable that people want in.

As a new site you are starting from scratch, which makes it very tough to make any money in what’s already a highly saturated marketplace. The flip side is that you only need a very small percentage of the ‘pie’ to bring in some serious cash.

There are a number of advantages to using a new bookmaker though. The main one is that often these smaller sites have to work harder to get players through the door, which is great for the consumer as you are more valuable to them. They are able to work closer with each punter and tailor things like bonuses and offers to suit their needs. Departments such as banking and customer support don’t have to be as big due to fewer player numbers, which means they should be able to run more efficiently and on a more personal level.

You’ll often see the smaller sites offer up higher bonuses as well. Bonuses have long been a great way to get players to try a new brand, so this makes sense. Often punters will see the big numbers on offer at a new bookie and opt for this over small bonuses or free bets from already established brands.