About Us
We started back in 2014 with a very simple idea: UK bettors deserved clearer, fairer information when choosing a betting site.
Since then, we’ve grown into one of the UK’s longest-running betting comparison platforms. We focus on new betting sites, UK betting bonuses, and fully licensed online bookmakers — but more importantly, we focus on getting the details right.
There’s a lot of noise in this industry. Big claims. Flashy offers. Confusing terms. Our job is to strip all that back and explain things properly.
Over the years, thousands of UK players have used our reviews to compare bookmakers safely and decide which site actually suits them.
We Only List UKGC-Licensed Betting Sites
This part is non-negotiable.
Every bookmaker we feature must be licensed and regulated by the UK Gambling Commission. That means they follow strict rules around player protection, responsible gambling, fairness, and payment security.
If a site isn’t UKGC-licensed, it simply doesn’t appear on our platform.
No grey areas. No “almost regulated”. No offshore shortcuts.
We Keep a Close Eye on New Betting Sites
One thing we’re especially known for is covering new betting sites in the UK.
When a new bookmaker launches, we don’t just copy the headline offer and publish it. We test it. We check the terms. We look at the odds. We compare it to what’s already out there.
Because we’ve built long-term relationships with major UK operators (and plenty of newer ones), we’re usually able to provide accurate, up-to-date information on:
• New bookmaker bonuses
• Welcome offers and promotions
• Sports markets and pricing
• Payment methods and withdrawal times
We explain what’s good, what’s average, and what you should pay attention to.
Our Rankings Aren’t Pay-to-Play
Not every bookmaker ranks highly on our site — and that’s intentional.
We use a consistent review process that looks at what actually matters to real bettors, not just who has the biggest marketing budget.
When we review a betting site, we look at things like:
• How fair and realistic the bonus terms are
• The depth of sports markets
• Odds quality compared to competitors
• Mobile usability
• Payment reliability and support quality
And we don’t pretend every site is perfect. If there are drawbacks, we mention them.
The goal isn’t to push you somewhere.
It’s to help you understand your options.
Different Sports, Different Strengths
Not all bookmakers are strong across every sport.
Some shine for football. Others are better for horse racing. Some offer stronger tennis pricing. Others stand out for niche markets.
That’s why we break comparisons down by sport — so if you mainly bet on football, for example, you’re not choosing a site based on horse racing strength.
We cover:
• Football
• Horse racing
• Tennis
• Basketball
• Golf and niche sports
We want you to pick the site that matches how you actually bet.
Guides That Explain Things Properly
Betting can get confusing — especially when it comes to bonuses and terms.
That’s why education is a big part of what we do. We’ve built out detailed guides and a betting school covering topics like:
• How betting bonuses really work
• How to claim offers step-by-step
• What wagering requirements actually mean
• Why restrictions and limits happen
• What to do if something goes wrong
We avoid hype and unrealistic promises. No “guaranteed wins”. No exaggerated claims.
Just clear explanations in plain English.
Built Specifically for UK Bettors
We operate exclusively in the UK market.
Everything we publish is written with UK players in mind — UK rules, UK bonus structures, UK regulations.
We don’t promote unlicensed sites. We don’t cover offshore operators. We don’t blur the lines.
Whether you’re looking for a brand-new betting site, comparing established UK bookmakers, or simply trying to understand an offer better, our role stays the same:
Give you accurate information.
Explain the details properly.
Let you decide.
We don’t tell you where to bet.
We help you choose with confidence.
Our Team:
Paul Harrison:
Paul brings more than 15 years of hands-on experience in the sports betting industry to our writing team. With a degree in Business Economics with Gambling Studies from the University of Salford, he combines academic insight with real-world expertise, offering readers informed, balanced, and practical perspectives across a wide range of gambling topics.
Over the years, Paul has worked closely with leading brands and developed a deep understanding of how the industry operates — from odds compilation and market trends to responsible gambling and regulatory standards. His content reflects both his professional background and his genuine passion for the sector.
Away from his desk, Paul is a dedicated sports fan. You’ll often find him cheering on the mighty Magpies or studying form guides ahead of the latest major horse racing meeting, always keeping one eye on the next big sporting moment.
Marco Proano
Marco Proano is currently studying Computer Science at Queen’s University Belfast, where he is developing a strong technical foundation that he applies directly to his work on our platform. With a sharp eye for detail and a natural affinity for problem-solving, Marco oversees the technical backbone of the site, ensuring everything runs smoothly behind the scenes.
From site administration and design to content management and system optimisation, Marco is responsible for keeping the platform efficient, functional, and user-friendly. His structured, analytical mindset plays a key role in maintaining high technical standards across all areas of the business.
Outside of his academic and technical work, Marco has a deep passion for football. A devoted Chelsea supporter, he rarely misses a match and brings the same loyalty and enthusiasm to his team as he does to his work.