How we calculate Odds Payout
Bookmakers will never pay out the max 100% of the stakes they receive, they will keep some of that as their profit. Payout margins are usually around 95%, which means a bookmaker will make 5% profit on the markets they produce. This isn’t an exact science of course and depends on the different outcomes that are backed, but a bookmaker will try to balance the book where they pay £95 for every £100 they collect.

When creating betting odds, bookmakers use their knowledge, who they think will win, how strongly that selection is fancied and a margin. This is the calculation that forms the odds that are offered to you by the bookmakers.
Using the game above between Liverpool and Chelsea, we can calculate the payout margins on that game. Liverpool are 2.10, the draw is 3.60 and Chelsea are 3.40. Converting the odds for all three outcomes to percentages, then adding them together will reveal the over round that the bookmakers have put in, giving us their profit margin.
Liverpool: 2.10
Draw: 3.60
Chelsea: 3.40
(100 / 2.10) + (100 / 3.60) + (100 / 3.40) = 47.62 + 27.78 + 29.41 = 104.81
The closer this number is to 100 means that you are getting a better deal from your bookmaker, the 104.81 is lower than 105, which means it is a good payout in this example, meaning you should bet now, and this is something that many new sites aim for.
To calculate the payout percentage we do one more calculation here
1
——————————————————– =0.952
1 / 2.10 + 1 / 3.60 + 1 / 3.40
0.952 means that 95.2% of the money is paid out, giving a calculated margin of 4.8% and something that a new customer should be looking for when signing up to a brand new betting site.
Best 10 New Bookmakers
![]() |
10 | SIGN UP HERE |
100% Casino Bonus up to £100 (new players only), £10 min deposit, no max cash out, 40x wagering, £5 max bet with active bonus, eligibility restricted for suspected abuse, cashback unrestricted, Skrill & Neteller excluded, T&Cs apply. Free bet min odds 2.0; free bet value deducted from winnings. |
||
![]() |
£10 | SIGN UP HERE |
New Customers use code EPL10. Deposit £10 and place a bet of £10 on any Premier League Outrights 2025/26 market at minimum odds of 2.0. Free Bet credited within 24 hours and must be wagered on English Premier League markets only. Full Terms apply. Bangers N'Cash rewards are a separate promotional scheme and must be opted into during the weekly promotional period via the BetWright Rewards Section. 18+ begambleaware. |
||
![]() |
£30 | SIGN UP HERE |
T&Cs: 18+ New Customers. Opt in, deposit and bet £10 on any football (odds 1/1+) within 3 days of sign up. Get 3x£10 Free Bets for set football markets. Bonuses expire in 14 days. T&Cs Apply. GambleAware.org. Please gamble responsibly. |
||
![]() |
£50 | SIGN UP HERE |
New customers online only, use code B10G50. Bet £/€10+ at 1/1 (2.0) or higher within 7 days to get £/€20 Tote Credit, £/€10 Sports Bet, 2×£/€5 Accas & 50 Free Spins. 7-day expiry. 18+ T&Cs apply. GambleAware.org. |
||
![]() |
£100 | SIGN UP HERE |
New UK/IE customers . Place your first Football bet as an Accumulator (minimum four selections) and AK Bets will boost the return by 25% in the form of a Free Bet up to a value of £100. 18+ BeGambleAware.org." |
||
![]() |
£10 | SIGN UP HERE |
#ad. 18+. Gamble Responsibly. Gambleaware.org. New customers only. £10 in real money. Bets placed on sports at odds of 2.00 ore more to qualify. Bets must be placed 24 hours within of registration. £10 free bets must be wagered on sports. Cashback is cash without restrictions. - Full Terms Apply |
||
![]() |
£25 | SIGN UP HERE |
Bet £50 to Get a £25 Free Bet. Offer available to new customers only signing up with Promo Code BET50GET25 only. Full T&C's apply. 18+. Gambleaware.org |
||
![]() |
£25 | SIGN UP HERE |
New customers only, 18+, 3 bets of £10+ at odds of evens or greater. Max Free Bet: £25, credited within 24 hours. Free Bet valid for 7 days. T&Cs Apply. BeGambleAware.org. |
||
![]() |
£40 | SIGN UP HERE |
New customers only. 7 days to place qualifying bet of £10 at 1/1 (2.0) to receive 4 x £10 Free Bets: 1 x £10 football, 1 x £10 horse racing & 2 x £10 Bet Builders. Free Bets cannot be used on e-sports and non UK/IE horse racing. 7 day expiry. Exclusions apply. Stake not returned T&Cs apply. 18+ GambleAware.org |
||
![]() |
£20 | SIGN UP HERE |
18+ UK only. Bet £10 at 1/2+ odds to get £20 in free bets (4 x £5 on Football, Racing, Tennis & Any Sport). Affiliate link required. Free bets expire in 7 days. T&Cs apply. |