The Ultimate Guide to the Biggest UK Bookmakers: Where to Bet and Win

UK Betting Sites independent online bookmakers

Updated: 15th May 2024

Top 5 biggest UK bookmakers

  1. Betfred
  2. Ladbrokes
  3. William Hill
  4. BetWay
  5. SportingIndex

Are you an avid bettor looking for the best bookmakers in the UK to place your bets and increase your chances of winning big? Look no further! In this ultimate guide, we will walk you through the biggest UK bookmakers where you can bet and win.

With so many UK bookmakers available online, finding the right one can be challenging. This guide will give you all the information you need to make an informed decision. From the well-established names to the emerging players in the industry, we've researched and compiled a list of the top UK bookmakers.

Whether you prefer traditional brick-and-mortar bookmakers or online platforms, this biggest UK bookmakers guide covers you.

We'll discuss each bookmaker's essential features, promotions, odds, and customer service, helping you choose the one that best aligns with your betting preferences.

Join us as we delve into the exciting world of UK bookmakers and discover where you can place your bets confidently and win big.

Learn More about the Top 5 Biggest Online Betting Companies In The UK

  1. Betfred
  2. Ladbrokes
  3. William Hill
  4. BetWay
  5. SportingIndex

Several prominent players offer a wide range of betting options and services in the UK, but which are the biggest UK bookmakers? Please find out more information on the biggest online bookmakers, including their revenue and customer base size.


One of the most well-known and biggest UK bookmakers is Ladbrokes.

Established in 1886, Ladbrokes has a long-standing reputation for providing betting enthusiasts with a secure and reliable platform. They offer diverse sports markets, competitive odds, and generous promotions.

Ladbrokes Brand Size in 2023: Key Statistics (Sources included)

Here are some key statistics about the size of the Ladbrokes brand in 2023, along with sources for your reference:


£1.14 billion: Ladbrokes' total gross revenue in 2023 (Source: Entain PLC Annual Report 2023)
£512 million: Ladbrokes' UK retail revenue in 2023 (Source: Entain PLC Annual Report 2023)
£552 million: Ladbrokes' online revenue in 2023 (Source: Entain PLC Annual Report 2023)

Market Share:

12.2%: Ladbrokes' share of the UK retail betting market in 2023 (Source: Gambling Commission, GBGB Market Share data)
7.5%: Ladbrokes' share of the UK online betting market in 2023 (Source: H2 Gambling Commission, GBGB Market Share data)

Customer Base:

7.7 million: Ladbrokes' total active customer accounts globally (Source: Entain PLC Annual Report 2023)
3.1 million: Ladbrokes' active customer accounts in the UK (Source: Entain PLC Annual Report 2023)

Shop Footprint:

1,500+: Ladbrokes' retail shop footprint in the UK (Source: Ladbrokes website)

Additional Sources:

Entain PLC website:
Gambling Commission website:
GBGB Market Share data:

Please note: These figures are based on publicly available data and may be inaccurate.

William Hill: Since 1934, one of the most trusted

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Another major player in the UK bookmaking industry is William Hill. With a history dating back to 1934, William Hill has become a household name in the betting world.

They boast extensive sports markets, including football, horse racing, tennis, and more. Their user-friendly platform, competitive odds, and excellent customer service make them popular among bettors.

William Hill 2023 Statistical Information (Size)

Here's a snapshot of William Hill's size in 2023 based on various sources:


£1.63 billion: Total reported revenue for 2023 (source: William Hill Annual Report 2023).
£1.37 billion: Revenue from online operations (source: William Hill Annual Report 2023).
£260 million: Revenue from retail operations (source: William Hill Annual Report 2023).


3.4 million: Active global customers (source: William Hill H1 2023 Earnings Presentation).
1.9 million: Active UK customers (source: William Hill H1 2023 Earnings Presentation).

Market Share:

12.4%: Share of the UK online sports betting market (source: Gambling Commission, Q2 2023).
Number 2 position: In the UK online sports betting market (source: Gambling Commission, Q2 2023).
Top 5 position: In the global online betting market (source: various industry reports).


16,000+: Global workforce (source: William Hill website).
9,000+: UK workforce (source: William Hill website).

Retail Footprint:

1,500+: Retail shops across the UK (source: William Hill website).

Additional Sources:

William Hill Annual Report 2023:
William Hill H1 2023 Earnings Presentation:
Gambling Commission Market Share data:

Betfred the Home of Lucky Bonuses

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Top rated UK online betting site since 1967.

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Betfred is another giant in the UK bookmaking scene. With millions of customers worldwide, Betfred is renowned for its comprehensive sports coverage, live streaming options, and innovative betting features.

They offer many betting markets, including football, basketball, and cricket. Betfred also provides a mobile app for convenient betting on the go.


Betfred's 2023 revenue is not publicly available, as their financial year ends in April. However, according to their 2022 annual report, their total revenue was £804.7 million.

Based on industry reports and analyst estimates, Betfred's 2023 revenue is expected to be around £850 million to £900 million, representing a growth of 5% to 12% compared to 2022.

Market Share:

Betfred is the third-largest retail bookmaker in the UK, with a market share of around 10.5% as of June 2023. (Source: Gambling Commission)

They are behind Ladbrokes Coral (14.5%) and William Hill (13.5%) but ahead of Paddy Power (8.5%) and Bet365 (7.5%).

Customer Base:

  • Betfred has over 5 million active customers worldwide. (Source: Betfred company website)
  • They have a strong presence in the UK, with over 500 retail shops.
  • They are also expanding their online and international operations.

Sources for Further Information:

Betfred's annual report:
Gambling Commission market share data:

Industry reports and analysis:

Betway: A Global Betting Powerhouse

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Betway is a leading online sports betting and casino gaming brand renowned for its extensive betting options, competitive odds, and innovative features.

Founded in 2006, the company has rapidly grown to become a household name in online gambling, boasting millions of customers across the globe.

Betway's commitment to providing a superior betting experience is reflected in its numerous sponsorships with top sporting teams and events, including Premier League clubs West Ham United and Brighton & Hove Albion, and partnerships with major sporting organizations like the NBA and the International Cricket Council.

Here are some key statistics that highlight Betway's impressive size and reach in 2023:

Revenue: According to industry reports, Betway's gross revenue for 2023 is estimated to be around €1.4 billion. (Source: Various industry reports)

Customer Base: Betway boasts over 13 million registered customers worldwide. (Source: Betway Investor Relations)

Global Presence: Betway operates in over 200 global markets, with licenses in major jurisdictions like the UK, Ireland, and several European countries. (Source: Betway website)

Sponsorships: Betway has established itself as a significant player in the sports sponsorship landscape, partnering with numerous high-profile teams and events, including:

  • Premier League clubs West Ham United, Brighton & Hove Albion, and Leicester City
  • Spanish La Liga club Atlético Madrid
  • German Bundesliga club Borussia Mönchengladbach
  • NBA teams Golden State Warriors, Brooklyn Nets, and Los Angeles Clippers
  • International Cricket Council (ICC)

These statistics clearly show Betway's significant presence and influence in the online gambling industry. The company's continued focus on innovation, customer satisfaction, and strategic partnerships will likely ensure its position as a significant player in the future.

SportingIndex: Where Spread Betting Meets Sports

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SportingIndex is a British spread betting company that stands out from the crowd by offering a unique betting experience. Unlike traditional bookmakers, which take bets on fixed odds, SportingIndex also allows you to speculate via spread betting on the movement of prices in markets, including sports, financial indices, and political events.

This can be a more volatile and potentially more rewarding way to bet, but it also comes with greater risk.

Despite its niche appeal, SportingIndex has carved out a loyal following among experienced bettors who appreciate its innovative approach and competitive spreads.

Here are the 2023 statistical highlights about SportingIndex's size, along with sources for your reference:

In 2023, the company reported:

Financial Performance:

  • £185 million: Gross revenue in 2023 (Source: Sporting Index PLC Annual Report 2023)
  • £57 million: Underlying earnings before interest, tax, depreciation, and amortization (EBITDA) in 2023 (Source: Sporting Index PLC Annual Report 2023)
  • 16.8%: EBITDA margin in 2023 (Source: Sporting Index PLC Annual Report 2023)

Customer Base:

  • 36,000: Active customer accounts as of December 31, 2023 (Source: Sporting Index PLC Annual Report 2023)
  • 23%: Year-on-year increase in customer numbers compared to 2022 (Source: Sporting Index PLC Annual Report 2023)

Additional Sources:

These figures suggest that SportingIndex is a growing company with a robust business model. However, it is essential to remember that spread betting is a complex and risky activity. If you are considering trying it, research and understand the risks involved.

How to choose a bookmaker

How to choose from the Biggest UK Bookmakers

Choosing the right bookmaker is crucial for a successful betting experience.

Before making a decision, consider several factors.

Firstly, assess the bookmaker's reputation and reliability.

Look for well-established bookmakers with a solid record of providing fair and transparent services.

Next, consider the range of betting options and markets the biggest UK bookmakers offer.

A good bookmaker should cover an extensive supply of sports and betting markets to cater to different preferences.

Look for bookmakers that offer competitive odds and a diverse range of betting markets to maximize your chances of winning.

Promotions and bonuses are another essential aspect to consider.

Many bookmakers offer welcome bonuses, free bets, and other promotions to attract new customers.

Take advantage of these offers to boost your betting bankroll and increase your potential winnings.

Customer service is also a crucial factor to consider.

Look for bookmakers that provide efficient and responsive customer support channels like live chat, email, and phone support.

A bookmaker with good customer service will be able to assist you promptly and resolve any issues or queries that you may have.

Betting options and markets

The UK bookmaking industry offers a wide range of betting options and markets to cater to the diverse preferences of bettors.

Whether you're a football, tennis, horse racing, or niche sports fan, you'll find plenty of options.

Football betting is particularly popular in the UK. The Premier League attracts millions of bettors, offering a plethora of betting markets, including match results, goal scorers, corners, and more.

Other popular sports for betting in the UK include horse racing, tennis, cricket, golf, and rugby.

Each sport offers a variety of betting markets, giving you plenty of opportunities to place your bets and win big.

In addition to traditional sports, many of the biggest UK bookmakers offer betting markets on non-sporting events, such as politics, entertainment, and reality TV shows.

These novelty markets add an extra layer of excitement and allow you to bet on a wide range of events beyond the realm of sports.

Promotions and bonuses offered by UK bookmakers

UK bookmakers are known for their generous promotions and bonuses, designed to attract new customers and reward loyal bettors.

One common type of promotion is the welcome bonus, typically offered to new customers upon signing up.

These bonuses often come as free bets or deposit matches, allowing you to bet with extra funds.

Many of the biggest UK bookmakers also offer ongoing promotions and bonuses for existing customers. These can include enhanced odds, cashback offers, and loyalty programs.

It's worth watching for these promotions, as they can add value to your betting experience.

Online vs. offline bookmakers

In recent years, online bookmakers have gained significant popularity, offering convenience and a wide range of betting options.

Online bookmakers allow you to place bets from the comfort of your own home, anytime and anywhere. They also offer a variety of features, such as live streaming, in-play betting, and mobile apps for betting on the go.

Offline bookmakers, on the other hand, provide a traditional betting experience.

Many punters enjoy the social aspect of visiting a brick-and-mortar bookmaker, interacting with fellow bettors, and watching live events on big screens.

Offline bookmakers also offer the option to place bets in cash, which can be appealing to those who prefer not to use online payment methods.

Ultimately, the choice between online and offline bookmakers depends on your personal preferences.

Online bookmakers offer convenience and a wide range of features, while offline bookmakers provide a more traditional and social betting experience.

Tips for successful betting

While betting is a game of chance, there are strategies and tips that can help increase your chances of winning.

Here are some tips to improve your betting skills:

1. Do your research: Before placing a bet, gather as much information as possible about the teams or players involved, their previous performance, and any other relevant factors. This will help you make more informed decisions and identify value bets.

2. Manage your bankroll: Set a budget for your betting activities and stick to it. Avoid chasing losses or staking more than you can afford to lose. Proper bankroll management is key to long-term success in betting.

3. Shop for the best odds: Bookmakers may offer different odds for the same event. Always compare the odds multiple bookmakers offer to ensure you're getting the best value for your bets.

4. Understand the betting markets: Familiarize yourself with the different types of betting markets and their rules. This will help you make more accurate predictions and identify profitable betting opportunities.

5. Learn from your mistakes: Betting is a learning process. Analyze your past bets, identify any mistakes or patterns, and learn from them.

Continuous improvement is crucial for long-term success in betting.

Popular sports for betting in the UK

Sports betting is a popular pastime in the UK, with millions of people placing bets on a wide range of sports. Here are some of the most popular sports for betting in the UK:

1. Football: The Premier League is the most popular football league in the UK, attracting millions of bettors.

Football betting offers a wide range of markets, from match results to individual player performances.

2. Horse racing: Horse racing has a long-standing tradition in the UK, with prestigious events like the Grand National and Royal Ascot capturing the nation's attention. Betting on horse races is a favorite pastime for many Britons.

3. Tennis: With iconic tournaments like Wimbledon, tennis is another popular sport for betting in the UK. Bettors can wager on match winners, set scores, and other specific outcomes.

4. Cricket: Cricket holds a special place in British sports culture, and betting on cricket matches is common.

The Ashes series between England and Australia is top-rated among cricket bettors.

5. Golf: The UK has some of the most prestigious golf tournaments, such as The Open Championship. Betting on golf allows you to wager on individual players' performances and tournament outcomes.

Responsible gambling and self-exclusion options

While betting can be an enjoyable form of entertainment, it's important to gamble responsibly and be aware of the potential risks.

UK bookmakers are committed to promoting responsible gambling and providing support to those who may be at risk of developing gambling problems.

One key tool for responsible gambling is self-exclusion.

Self-exclusion allows individuals to exclude themselves from gambling activities for a specified period voluntarily.

Many bookmakers offer self-exclusion options, allowing you to break from betting if it's becoming problematic.

Additionally, UK bookmakers provide resources and support for individuals who may be experiencing gambling-related difficulties.

They offer information about problem gambling, links to support organizations, and tools to help you stay in control of your gambling activities.

Remember, gambling should always be done in moderation, and it's essential to seek help if you feel that your gambling habits are becoming problematic.


In conclusion, the UK offers a vibrant and diverse betting landscape, with a wide range of bookmakers catering to different preferences.

Whether you prefer online or offline betting, there are plenty of options.

You can find the bookmaker that best suits your needs by considering factors such as reputation, betting options, promotions, and customer service.

Remember to gamble responsibly and use the resources and support bookmakers provide.

With the right approach and some luck, you can enjoy the thrill of betting and increase your chances of winning big in the exciting world of UK bookmakers. Place your bets confidently, and may the odds be ever in your favor!

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