The Guide To The Biggest Bookmakers

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Welcome to your guide to the biggest bookmakers in the world. Whether you are looking for the most competitive odds, the best customer service, or even the largest welcome bonus, we can agree that the biggest bookmakers in the UK should be able to help you out.

It is generally advisable that you should always look for a bookie who suits your own sports betting needs. By signing up with the biggest bookmaker around, you stand a good chance of enjoying a safe and secure sports betting service with very competitive odds. Whether you are looking for the biggest bookmaker for your football bets, or are curious as to who the biggest bookmaker in the world is, read our guide and find out more.

Who Is The Biggest Bookmaker In The World?

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It can often be tricky to ascertain all of the relevant statistics for the top bookies. Ever since Paddy Power and Betfair joined forces, though, it has been widely agreed that they have become the world’s largest bookie. The £6 billion merger has seen Paddy Power and Betfair share well over £1 billion in annual revenues and there have been plenty more high-profile mergers as other brands seek to defend their market share.

From Ladbrokes joining forces with Coral, to GVC Holdings’ ambitious purchasing of brands like Bwin and SportingBet, it can be hard to keep up with the latest developments in the fiercely competitive sports betting world. This is especially so as many of the largest betting companies, like 888sport, are part of much larger multi-brand organisations that operate across national borders. Thankfully, it is us sports betting fans who benefit as, the competitive market means that we can always compare the odds from a wide range of bookies to find the best value sports bet.

Should You Sign Up To The Biggest Bookmaker Possible?

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Most newcomers to sports betting will sign up with a bookie who is a well-known brand. Not only does this save you time comparing and contrasting the vast range of betting sites out there, it also means that you can benefit from the following advantages.

Get Competitive Odds And Bonuses

As the biggest bookies are multi-million pound businesses, you’d think they can afford to be a little more generous with their betting odds. While you might find the occasional smaller bookie who is able to undercut their larger rivals, if you are looking for competitive odds that are in line with the industry standard, it’s best to stick to the bigger betting sites. HERE This also applies to any welcome bonuses or betting limits that could determine your decision of signing up to a betting site.

Safety And Security

If you are nervous about giving your financial details to a bookmaker, then you should probably be more reassured when signing up to a recognised household brand. Not only will all large bookies be regulated and licensed by official bodies like the UK Gambling Commission, they should also be able to incorporate the very best in security software to ensure that their websites are hacker-proof.

Customer Support

The largest betting sites will also hire plenty of customer service representatives to handle any queries that you may have. This means that you should be able to enjoy 24/7 customer support via live chat, email or telephone which can help you avoid any frustrating issues that you might have with your sports bets.

Why You Shouldn’t Always Choose The Biggest Bookmaker

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Before you rush to sign up with the largest bookie you can find, it’s worth thinking about what the smaller bookmakers have to offer. Here are a few reasons why biggest isn’t always best.

Niche Markets

While most punters like to bet on major sports like horse racing and football, there will always be a few people who will want to bet on something a little more esoteric. There are many bookies who offer a specialist betting service on anything from US sports like basketball and baseball, to esports like League of Legends. So if a big bookmaker doesn’t include odds for your favourite sport, be sure to check with a smaller brand.

Innovative Product

The digital revolution has dramatically changed the way that we make our bets. Whether through live streaming or innovative bonuses, there are plenty of ways modern bookmakers can supercharge your sports betting experience.

Exceptional Value

Finally, we should mention the fact that some smaller bookies will try to make a name for themselves by offering great value on their odds or promotions. Whether it’s an unbeatable welcome bonus, or an enhanced odds offer that catches your eye, the promotions on offer from lesser-known bookies may be the ones that give you the best value for your sports bets.

Our Shortlist Of The Biggest Bookmakers In The UK

If you’re ready to make your first sports bet or are thinking about switching brands, here is a selection of some of the biggest bookmakers in the UK for you to consider.


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Betway have only been in existence since 2006, but they have already become one of the key players in the online sports betting scene. The brand is well known for its high-profile sponsorship of football teams like West Ham United as well as esports organisations such as Ninjas in Pyjamas. While Betway is based in Malta and Guernsey, it is a true multinational brand with additional offices in areas as far afield as London, Stockholm and Cape Town. With over 50 sports available, and more than 190,000 events to bet on, you won’t be short of wagering opportunities here.

Paddy Power


We’ve already stated how Paddy Power merged with Betfair to become the largest operator in the world, and it’s incredible to think how far this Irish brand have come since they started operations in 1988. While Paddy Power are famous for offering plenty of controversial betting markets and outlandish marketing campaigns, they are clearly serious about their sports betting as they now share a whopping £1.745 billion in global revenues with Betfair. So if you are keen to place a sports bet with one of the biggest names in the business, be sure to give Paddy Power a try.



Betfair have also clearly benefited from their merger with Paddy Power. For a long time, Betfair was known as the world’s largest betting exchange, and the merger has helped strengthen the brand’s enviable market position. Betfair was established in 2000 and it provided punters with a brand new way to enjoy trading bets with each other rather than against the bookmaker. This innovative approach has helped the London-based company pick up well over four million customers, and with high-profile sponsorship deals with iconic football clubs like Manchester United and Barcelona, we can expect the Betfair brand to continue to flourish.

William Hill

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William Hill are perhaps the most recognised bookmaker in the United Kingdom, and they have been enjoying plenty of visibility on our high streets ever since they started operations in 1934. The London-based company has a massive yearly revenue of £1,711 million and with over 16,000 employees, they are clearly a force to be reckoned with. Although William Hill have been in operation for many years, they have proved their willingness to adapt and sought to move with the times wherever possible. This eagerness has allowed them to provide a wide-ranging service that spans a variety of modern innovations, including a well-regarded app and in-play betting options. As well as finding their place in the digital age, William Hill have also been careful to continue to pursue their ‘bread and butter’, and their high street betting shops are still going strong.



This Gibraltar-based bookmaker have quietly become one of the biggest betting companies in the business. Their parent company, 888 Holdings, recorded a staggering yearly revenue of $541.8 million in 2017. While 888Holdings have been in operation since 1997, 888sport was only established in 2008. Despite its youth, 888sport has already become a major player in many European markets. UK betting fans will likely know the brand name due to their sponsorship of football teams like Nottingham Forest, as well as the World Snooker European Masters. With a strong parent company behind them and a positive track record beginning to build, we expect 888sport to go from strength to strength in future.



Betfred have come a long way since they started as a betting shop in Salford in 1967. While the bookmaker still has a chain of recognisable betting shops on the UK high street, they have also successfully launched online operations that saw them gaining £578.7 million in revenues in 2017. Betfred have opted to include a familiar selection of online casino games on their site, and are synonymous with many top UK sports such as horse racing, rugby league, snooker, and football. With over 1,650 betting shops in the UK, they represent one of the more traditional bookmakers in the market.



Coral are one of the oldest bookmaker chains in the UK, having commenced operations in London in 1926. While the Coral logo is still instantly recognisable to many UK punters, the company have been subject to many takeovers. From being bought out by Gala Bingo to merging with Ladbrokes and then being acquired by GVC Holdings, Coral have had to undergo many changes over the years. Despite this upheaval, it looks like the company has maintained its excellent reputation for providing punters with competitive odds on a range of top sporting events and we can expect it to survive for many years to come.



Ladbrokes are another classic UK bookmaker who have had to change with the times. From their launch way back in 1886 to their merger with Coral in 2016, Ladbrokes have never lost sight of their core objective: giving their customers great value for their sports bets. The Ladbrokes Coral group managed to achieve an astonishing £2.3 billion in revenues in 2016. While they were acquired by GVC Holdings in 2018, they have managed to keep the familiar red and white aesthetic of the Ladbrokes logo and continue to offer their customers a great sports betting service.



Bwin are another famous bookmaker who were recently acquired by GVC Holdings. The Austrian bookie was established in 1997 and quickly grew to become one of Europe’s most successful online betting sites with revenues of €423.1 million reported in 2009. With over 20 million customers in more than 25 countries, it’s clear that Bwin have managed to foster customer loyalty. This is due to their enviable blend of competitive odds and interesting betting markets. With sponsorship deals with European footballing titans like Real Madrid and Bayern Munich, Bwin have come a long way in a short amount of time.



Unibet are another popular European sportsbook who have managed to use the digital revolution to catapult themselves to the forefront of the sports betting scene. While Unibet was only founded in 1997, they have managed to expand their operations to include offices in the UK, Australia, France, and Sweden as well as their headquarters in Malta. The bookie recorded an impressive £751.4 million in revenues in 2017, and they recently rebranded as Kindred Group to facilitate their ‘multi-brand’ strategy that saw them buying out rivals like 32Red and Stan James.

We hope you enjoyed our rundown of the biggest and best bookmakers on the UK betting scene. If you keep the above points in mind you should be able to use your newfound knowledge to improve your betting experience both now and in the future.

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