Bookmaker of the year | iGaming Business

Over the past year, leading tipster site Betting Expert has analysed and compared the biggest bookmaker brands in the UK betting industry, considering each across a wide range of criteria. Now it reveals the overall winner for the year.

Each month we examined a selection of the most popular bookmakers, determining which of these were the best across a wide range of categories, including sports coverage, mobile offerings, customer service, social media and banking.

For our comparison of the best bookmakers of 2019, we considered all of the UK’s top online operators. The table below shows the bookmakers we considered in our analysis:

As the above table shows, we’ve not only focused on the bigger names in the market. We’ve considered what’s available at a huge range of operators to make sure we’ve carried out a comprehensive assessment.

To determine the top five bookmakers of the year we were informed by the results of all of our research conducted last year. Throughout the year we compared bookmakers in the following areas:

Top five bookmakers 2019
Let’s take a look at our top five bookmakers of 2019 and find out where each operator has scored highly.

Number 1: bet365
Bet365 is the number one choice for a huge number of bettors, and for good reason. The company performed well across all criteria, in particular in the range of sports covered, social media, esports and banking options.

Bet365 was third in our list of top bookmakers when we compared the number of sports offered back in March. Variety is important to many bettors, with many wanting the option to bet on lots of different sports, especially when some are looking to find value by betting on less popular sports.

Bet365 also performed well in our social media comparison. Bet365 is easy to make contact with via social media, which is something that is increasingly important to bettors. On occasion, the operator also makes available offers and promotions for social media followers.

In addition, Bet365 scored highly in our esports comparison, topping the table when it came to the number of leagues covered. Esports has made an excellent addition to the bet365 offering, and provides plenty of options to bet, both pre-game and in-play.

Finally, bet365 impressed us with its range of safe and secure banking options. One of the more overlooked aspects of online betting is punters being able to utilise a range of different payment options, but it is something that is important if bookies want to attract a wide range of players.

Number 2: Unibet
Unibet was among the best bookmakers of 2019 for many reasons. It offers a huge range of sports to bet on, with many of these subject to regular promotions and bonus offers. In fact, in our bookmaker comparison on the number of sports offered, Unibet was in joint first place.

Where Unibet really excelled, however, was with its football odds, particularly in relation to the English Premier League and European football.

In our EPL odds bookmaker comparison, Unibet earned another top spot, alongside 888sport.

Joint number 3: Betfair
Betfair is one of the most popular and well-known bookmakers in the UK right now. Its betting exchange receives widespread praise, but for our top bookmakers of 2019 comparison, we’re focusing on its sportsbook.

There are three areas in particular where Betfair impressed. Its social media presence was among the best in the UK, which can help customers and operators maintain excellent communication and build trust.

Betfair’s mobile betting platform and app also performed well during our research. While most bookmakers now offer some form of mobile betting, Betfair’s offering is among the strongest.

We also found it offered exciting and impressive betting options for American sports. Overall, it was the second best bookie in this comparison, however, it topped the tables for number of markets offered and NFL betting.

Joint number 3: Betsafe
Betsafe performed well in most of our bookmaker comparisons, in particular those looking at customer care, MMA and football odds, especially the English Premier League.

Similarly to banking, customer care is often overlooked by bettors when they’re choosing a new bookmaker. However, also similarly to banking, this aspect is extremely important to players when they do have issues.

A bookmaker that possesses a good customer support facility can help solve these issues quickly and efficiently. It also helps to build trust between punters and bookies.

MMA, UFC in particular, has become incredibly popular over the last two or three years. As part of our research into MMA bookmakers, we analysed the odds that were available on the biggest fights of UFC 239, namely the fights between Jon Jones and Thiago Santos and Amanda Nunes and Holly Holm.

Betsafe performed magnificently against some of its bigger competitors, offering a range of markets and competitive odds.

Number 5: 888Sport
In fifth place was 888sport. It impressed us in a number of categories, but particularly in our Premier League football, European football and sports covered categories.

In terms of the number of sports covered, 888sport was only shortly behind market leaders Coral and Unibet, offering 38 sports to their 39. It was top of the table for the number of individual sports offered.

888sport was joint first, alongside Unibet, in our Premier League comparison, offering a huge range of markets as well as competitive odds. It also scored highly in our Champions League comparison, landing in third place.

For 2019, we found that bet365, Unibet, Betfair, Betsafe and 888sport came out on top in terms of the overall experience offered.

However, over the course of the year a number of other bookmakers stood out. In particular, William Hill, Marathonbet, LeoVegas and Coral were all close to breaking into our top five. William Hill impressed us with its mobile betting and American sports offerings; Marathonbet in the customer care, MMA and European football categories; LeoVegas by offering competitive football odds and an excellent range of sports; and Coral when it came to the sports coverage category.

We expect to see big things from these four bookmakers as we look forward to the best bookmakers of 2020.


Providing expert tips and in depth betting theory, is the world’s biggest social network of sports betting tipsters. Its global community of experts compete for prizes by sharing their strongest tips on upcoming matches across 25 different sports to help millions of sports bettors place knowledge-supported bets, with the best odds available from a variety of bookmakers. Betting Expert is owned by Better Collective, the leading developer of educational platforms within the igaming industry.

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