Existing customer offers at UK bookmakers: what stays on the table

Updated October 2026

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The promotion rules the Gambling Commission brought in on 19 January 2026 put a 10x ceiling on wagering requirements for any bonus a British bookmaker hands out, and they banned mixed-product offers that bundle betting with casino, bingo or lottery play into one package. That single regulatory change resets the comparison, because most of what used to lift a welcome bonus above its peers — a fatter percentage, a longer free-bet runway — now bumps into the cap. What separates one existing-customer offer from another, in that world, is no longer the headline number. It is the fine print behind it: the minimum price the qualifying bet has to clear, the deadline a free bet runs out on, whether the stake comes back with a win, and how the offer treats accumulators, where most existing customers spend most of their coupons.

Current as of 30 October 2026; verified against each operator’s own terms and against the Gambling Commission’s public register.

The offer landscape at the GB-licensed brands

British bookmakers split their promotional spend three ways. There is the welcome offer that hooks a new account, then a second, deeper layer of deals aimed at customers who have already deposited and placed a bet or two, and on top of that the long tail of price boosts, acca insurances and game-style promotions that run most days of the week. The welcome offers draw the searches; the existing-customer offers are where a regular punter spends the year, and that is the layer the Commission’s 10x cap reaches most directly.

The cap is what stops a bonus from being a forced march through hundreds of bets. A £10 bonus with a 50x wagering multiple would have meant £500 of qualifying bets — the older shape of sign-up deal. Under the current cap, the same £10 bonus can ask for no more than £100 of qualifying bets at the minimum price. That is the new ceiling. A brand that used to compete on “100% bonus” has to compete on something else now, and what it has usually chosen is the depth and frequency of its existing-customer promotions rather than the size of its headline number.

Fundamentals: how an existing-customer offer is built

Every promotion at a GB-licensed bookmaker is a small machine with the same moving parts: the trigger (deposit, bet, opt-in), the reward (free bets, cash bonus, boosted price, acca insurance), the conditions (minimum odds, expiry, stake return or not), and any exclusion (one product only, settlement rules, payment-method filters). The marketing line flattens all four into one sentence; the terms page spreads them across a document the average punter never opens. The wagering cap takes one part of that machine — the multiplier — and pins it down. The other parts are still where they were, and they still decide whether the offer is worth anything.

A free bet, the most common reward at the existing-customer layer, is not the same as a cash bonus. The stake is usually not paid back with a winning free bet; if you stake a £10 free bet at odds of 3.00 and the selection wins, you keep £20 of profit, not the £30 of return a cash stake would produce. That is why two £10 free bets at the same odds can be worth different amounts depending on the price you take. For a free bet whose stake is not returned, the closer to evens the odds you take, the smaller the share of any win the bookmaker keeps as margin, and the more of the free bet you actually realise. A £10 free bet at 2.00 returns roughly £10 of expected value if the market carries a normal margin; the same free bet at 10.00 returns less than half of that on average, because the longshot’s payout share is lower.

A “boosted odds” offer moves the price itself, not the stake. A bet that would normally go at 5/1 is priced at 7/1, or 10/1, for a window of hours. The boost is real money: the winnings land as cash or as a free bet depending on the brand, and the difference matters. A cash boost is what it says; a free-bet boost pays the boosted winnings as a free bet whose stake is, again, usually not returned. The same number on the screen hides two different things, and one of them costs the punter the stake.

An acca insurance offer refunds a stake if one leg of a multi-leg accumulator lets you down. The refund is almost always a free bet, not cash, and almost always capped — Coral’s existing-customer version of a similar mechanic, like BoyleSports’ Acca Insurance, pays a maximum refund of £20 as a free bet that expires in 7 days. That is the shape the offer takes: a small parachute on one leg of a five-fold, sized to keep the coupon interesting rather than to insulate the punter from a loss.

Incentives: what the ten featured brands put on the table

What separates one bookmaker from another in this space is the rhythm of its existing-customer promotions and the friction attached to them. Sky Bet, Coral and BetTom all show headline welcome offers that work as a way into the ecosystem, but the value over a year sits in the daily mechanics — Coral’s free Reward Shaker, an Odds Booster on hundreds of markets, free-to-play games such as Football Super Series with a £10,000 jackpot; Sky Bet’s cluster of price boosts and Super Boosts that rotate daily around the football and racing cards; BetTom’s 50% back as a free bet of up to £50 alongside a matching 50% back up to £50 as free slot funds for casino play, the kind of bundle that the Commission’s new rules prohibit going forward.

bet365, William Hill and Paddy Power/Betfair (the latter pair run under one licence) sit in a different bracket. Their existing-customer layer is large enough that it does not need to advertise a single headline; it is what you meet after a deposit, in the shape of Bet Builder+ (which combines markets from one event into a single bet, available pre-match and in-play), Super Boosts and Winnings Boosts on Bet Builders and selected singles, Football Acca Boosts from 3% on a double up to 200% on 20 or more legs (capped at £10,000 per online bet through to 30 May 2027), and the acca insurances and profit boosts that the bigger brands can afford to refresh several times a week.

The mid-tier cluster — QuinnBet, Copybet, Spreadex, Sporting Index, 10bet, Star Sports, Kwiff, Midnite, Unibet, DAZN Bet — runs a tighter calendar, but a few of them lead with genuinely distinctive features. Copybet’s Acca Booster pays up to a 100% cash bonus on accas of at least 3 selections, unusual for paying in cash rather than free bets; the brand also runs up to a 15% Daily Profit Boost. Spreadex layers a £60 free-bet welcome on a £10 fixed-odds qualifying bet usable across fixed odds and spread betting, plus Acca Boosts on football multiples of three or more selections. Kwiff’s Supercharge feature boosts odds mid-bet, sometimes from 2/1 to 20/1 on a single selection or a multi. Unibet brings Bet Builder, daily Uniboosts, live streaming through Unibet TV, in-play betting, Best Odds Guaranteed on horse racing and Cash Out on thousands of markets. None of them depends on a single headline; their edge is the variety of what they keep on the rotation.

A primer on what to read first

Three lines do most of the work in any offer’s terms. The first is the minimum odds: a £10 free bet that needs a bet at 1/2 to qualify will turn over a punter’s normal staking pattern less than one that demands 5/1 or 1/1, and the difference lands as whether the offer suits the way you actually bet. The second is the expiry window: free bets issued for 7 days as at Coral, Unibet and QuinnBet are workable; free bets that have to be turned over in 48 hours as at SBK (Smarkets’ sportsbook) put the punter under a deadline that the offer does not announce. The third is whether the stake returns: a free bet whose stake is not returned with the winnings is the standard at the ten brands under review here. The terms page says so in one line, often near the bottom; the marketing line never says it at all.

The legal frame and how it shapes the deals

The Gambling Commission licences the whole commercial market in Great Britain under the Gambling Act 2005, and since the Gambling (Licensing and Advertising) Act 2014 an operator whose remote facilities are used in Britain needs a Commission licence wherever it is incorporated. A Curaçao, Maltese or Gibraltar registration is not a substitute; a Gibraltar company that runs a British-facing site has to hold a GB licence too, and several of the brands on this page incorporate in Gibraltar for tax reasons while keeping the British licence that actually matters. A GB licence is the only one that puts the punter inside the British consumer protection regime: GAMSTOP enrolment, the Commission’s complaints route, approved alternative dispute resolution, and the new 10x bonus cap all sit on top of it.

Gambling Commission licence at a glance

A licence number is not a quality seal. Several brands will run under a single licensee — Ladbrokes and Coral both sit under LC International Limited, Paddy Power and Betfair under Flutter — and a higher account number on the register reflects earlier licensing, not a better bookmaker. The Commission’s public register, searchable by business name, trading name, domain or account number, is the only test of whether a brand holds the licence at all.

Jurisdiction, duties and what the law actually says

The Gambling Act 2005 covers Great Britain — England, Scotland and Wales. Northern Ireland runs on its own older law, and a GB licence does not reach across the Irish Sea, so the framing should stay “GB-licensed”, never “UK-licensed”, when describing what an operator can and cannot do for a customer in Belfast or Derry. Operators based outside the UK still need the Commission’s licence at the point of consumption; sections 33 and 36 of the Act, as amended in 2014, are the teeth of the rule, and offering gambling to British customers without one is a criminal offence aimed at the operator — up to 51 weeks’ imprisonment or a level-5 fine on summary conviction, six months in Scotland. A customer who simply bets on an unlicensed site does not commit an offence under the Act; what they lose is the protection the licence provides.

The financial side of spread betting is regulated by the Financial Conduct Authority, not the Commission. Spreadex, which runs both a fixed-odds book and a financial spread-betting operation, is the clearest example: its fixed-odds side sits on a Commission licence; its spread-betting side sits on FCA regulation and carries the FCA’s risk warning that losses can exceed the deposit. That warning is on the homepage because it has to be, and because for spread-betting customers it is the single most important line of small print on the site.

The 10x wagering cap that came in on 19 January 2026 is the regulatory change that touches everyday offers most directly. Wagering requirements are now capped so that the player cannot be asked to turn a bonus over more than ten times before withdrawal — a £10 bonus needing £100 of qualifying bets at the minimum price, never £500 or £1,000. Mixed-product promotions that require gambling on two or more product types (betting plus casino, betting plus bingo, betting plus lottery) are banned outright. The cap applies to bonuses; whether it also applies to free bets that carry no wagering condition is not established. The cap on the money value of a bonus is not established either, so brands are not limited on headline size, only on the friction behind it.

Tax: who pays what

Betting winnings in Great Britain are not taxed at the player end. The punter keeps the whole return. General Betting Duty is the operator’s tax on gross profits, currently 15%, with a new remote betting rate of 25% taking effect within it from 1 April 2027 for online bets that are not on UK horse racing, while remote bets on UK racing, self-service betting terminal bets, pool betting and in-person bets stay at 15%. Spread betting carries its own rates: 3% for financial spread betting, 10% for other spread bets. Whether operators pass duty on through tighter odds is not established, and the framing should never suggest the punter pays the duty. A professional gambler should ask HMRC or a tax adviser; the general rule above is general information, not tax advice.

The Commission’s levy is a separate charge — a statutory contribution from licensed operators, not a tax on betting activity. The duty, the levy and the bonus cap are three different things, raised by three different mechanisms, and they do not interchange.

Player protection: where the limits live

Every GB-licensed bookmaker has to enrol new customers in GAMSTOP, the national multi-operator online self-exclusion scheme, and has done so since 31 March 2020. Self-exclusion periods are six months, one year, five years or five years with auto-renewal, and once the minimum period ends the exclusion stays in place for a further seven years unless the customer asks GAMSTOP to remove it. GAMSTOP covers online sites and apps; betting shops use a separate service. The point of the scheme is not to mark an account as excluded — it is to stop a self-excluded customer opening another account anywhere under the same scheme, which is what every GB-licensed operator is part of.

A vulnerability check has applied to remote betting since 30 August 2024 (Licence Conditions and Codes of Practice condition 3.4.4, live in its current form since 28 February 2025) once a customer’s net deposits — deposits minus withdrawals — cross £150 in a rolling 30 days. The check is a public-record check (bankruptcy, county court judgments), not an income check and not a credit-reference check. The press’s “affordability checks” — full financial risk assessments with payslips and bank statements — sit in a staged plan the Commission announced on 7 July 2026 with no start date, so the framing is “announced, staged, no start date” and never “in force”.

Deposit limits are the punter’s own tool, set on the operator’s site on a fixed time frame; the first changes took effect on 31 October 2025 under Remote Technical Standards 12, a second phase was postponed to 30 September 2026, and whether that phase is live is not established. There is no state-set ceiling on deposits or losses; any limit a punter meets is one they set themselves, although the operator can lower the ceiling on its own initiative under the safer-gambling duties in the LCCP. Limits, self-exclusion and GAMSTOP are not the same instrument: a limit caps spend; a self-exclusion closes the account; GAMSTOP closes every GB-licensed account on the same scheme.

Wellbeing: where help is available

GamCare runs the National Gambling Helpline. GambleAware funds treatment and research. The NHS gambling clinics treat problem gambling in the health service. Gamblers Anonymous runs peer-support meetings. These are the four services that any GB-licensed brand’s safer-gambling page links out to, and the Commission’s own guidance asks operators to make those links obvious on every page that takes a deposit or settles a bet. Help is one click away from any licensed site, and that is the framing the Commission expects operators to honour.

Safeguards, sites and what an unlicensed brand cannot offer

A customer who bets with an unlicensed brand gives up four things at once. They lose access to GAMSTOP, because the scheme’s coverage stops at the GB-licensed perimeter. They lose the Commission’s complaints route and the approved alternative dispute resolution bodies that adjudicate disputes between punters and licensed operators. They lose the 10x bonus cap, which only binds operators the Commission regulates. They lose the £150 vulnerability check and the deposit-limit regime that sits on top of it. None of that makes betting on an unlicensed site illegal for the punter; it just leaves them unprotected if a brand refuses to pay out, holds funds, or changes its terms mid-coupon. The Commission’s enforcement is disruption — cease-and-desist notices, search-engine referrals, work with registrars and payment providers, and the court-order DNS blocking powers it has just been given. That is not the same as a block at the British ISP level, and the framing should be “enforcement and disruption, not blocking at the consumer’s network”.

What the existing-customer offers cost to clear

The calculation that matters for an existing-customer offer is the same one that runs for any welcome deal with a wagering requirement: required turnover = bonus base × wagering factor. The base is what the brand says it is — the bonus alone, or the bonus plus the qualifying deposit, depending on the operator’s own terms. The factor is the multiplier the operator applies to that base. Under the Commission’s 10x cap, a £10 bonus at 50x used to mean £500 of bets; under the same offer structure today, the same £10 bonus can demand no more than £100 of qualifying bets at the minimum price. Multipliers above 10x are no longer permitted on bonuses at GB-licensed brands; the cap sets a ceiling the operator can sit under but cannot go above.

Number of qualifying bets depends on the stake the punter chooses to run. At a £5 stake per bet, £100 of turnover is 20 bets; at a £2 stake, it is 50 bets. Free bets whose stake is not returned sit outside the turnover requirement but still feed into the punter’s own bankroll management — a £10 free bet that wins at 3.00 returns £20 of profit, which becomes £20 of real money that can be withdrawn without further turnover if the offer has no wagering requirement. Where the free bet does carry a wagering requirement (rarer at the existing-customer layer than at sign-up), the same 10x cap applies.

The expected cost of clearing a bonus — what the punter gives up to the bookmaker’s margin over the turnover the offer demands — is not stated as one figure anywhere on this page, because the market on which the punter clears the bonus decides it. A punter who turns over the bonus entirely on football 1X2 markets at a margin of around 5% gives up about £5 of edge per £100 of turnover; a punter who clears on accas at a higher margin gives up more. The Commission does not cap the margin at any market — the brand sets its own prices, and the punter chooses where to clear.

What the cap changes for the offer

Before 19 January 2026, a bookmaker could hide a poor bonus behind an aggressive multiplier. A fatter-looking £50 bonus at 40x wagering meant £2,000 of bets, most of which were lost at the margin. Under the cap, the same headline can only mean £500 of bets — still a lot, but a fifth of the old number, and the difference is what re-prices the existing-customer offer as a whole. A brand that wants to attract existing customers now has to compete on the depth and quality of its promotions, not on the friction it can demand in return. That is the market the ten featured brands are operating in.

The cost of “free” in any offer’s terms

“Free” is the most expensive word on the offer page. A free bet whose stake is not returned gives back the profit only; the punter hands over the stake as the price of the bet. A free bet that does return the stake is rarer and worth more on the same odds. A “risk-free” bet is rarely risk-free in money: it is usually a free bet credited only if the qualifying bet loses, which means the punter has lost the qualifying bet first and is then given a stake that does not return with a win. The cost of that mechanic is the cost of the qualifying bet plus the lost edge on the free bet that follows. A “no wagering” line on a free bet means the punter keeps the profit without further turnover, which is the closest an offer at this layer comes to cash value, and the rarest.

The ten brands in detail

The comparison below is not a ranking. Each brand is the holder of a Gambling Commission remote licence and is presented as the Commission’s register lists it, with the marketing terms each one publishes for its existing-customer offers. The angle that connects them is the same one that runs through this page: what the offer actually costs the punter, and where the friction in the terms page shows up.

Kalooki Sportsbook — small licence, quick withdrawals

Kalooki Sportsbook runs on Gambling Commission account 57730, held by Kalooki Sportsbook Limited. It is a smaller name than the tier-one brands, and that gives it room to lead on mechanics the bigger operators have stopped advertising. Instant withdrawals by bank transfer within minutes are its headline; Best Odds Guaranteed on UK and Irish horse racing, in-play betting, daily boosts and extra place races sit on top. The brand advertises itself as a GAMSTOP member, which is a licence-condition duty for every GB-licensed online operator and so a marker of compliance rather than a differentiator, but it is worth naming because it confirms the brand sits inside the British regime.

What sets Kalooki apart in this comparison is the speed of the withdrawal leg combined with the racing features the bigger brands treat as standard. For an existing customer whose priority is getting money back to a bank account the same day they request it, the brand is a clean fit. The trade-off is depth: a smaller operator carries fewer markets and fewer sports than the tier-one names, and the daily boosts are calibrated to the operator’s own card rather than the wider British calendar.

Midnite — esports-shaped, acca-heavy

Midnite’s site cites Gambling Commission licence 101839 and shows in-play events, an acca builder, popular accas and price boosts with maximum-stake limits. The acca builder is the centrepiece — a feature aimed at existing customers who build multi-leg coupons and want to see the combined price before they confirm, with maximum-stake limits on the boosted prices that have to be checked against the punter’s normal stake. The brand’s reputation grew around esports, and its offering on football, American sports and the racing codes sits inside that. For an existing customer whose account is built around accas and short-odds multiples with a stake limit they can live with, Midnite is a competent home; for a customer whose staking pattern runs to singles and high-stake win bets, the maximum-stake limit on boosted prices is the friction that decides it.

The site’s licence number is the only public-facing credential that matters, and it is on the Commission’s register. The brand’s identity checks before the first deposit are the same Commission duties every GB-licensed operator carries, and a customer who has passed them at one operator has already passed them at another.

Unibet — live TV, Best Odds Guaranteed, long-established

Unibet states it has operated since 1999, and its UK site is run by Platinum Gaming Limited, Gibraltar, under Gambling Commission account 45322. The sports welcome offer is “Get £40 in Free Bets when you bet £20” — a deposit and sports bet of £20 or more at minimum odds of 2.0 (1/1), with free bets expiring within 7 days of issue, for new GB customers using a debit card or instant bank transfer. That is the headline; the existing-customer layer underneath runs wider. Bet Builder, daily Uniboosts, live streaming through Unibet TV, in-play betting, Best Odds Guaranteed on horse racing and Cash Out on thousands of markets — the brand’s surface area is what a regular punter meets on a Saturday card.

The depth is what makes Unibet a comfortable existing-customer home for a punter whose staking pattern runs across sports rather than deep on one. The deal’s expiry is the friction: 7 days is workable, not generous, and the qualifying bet has to be a single line at the minimum price for the offer to land; a punter whose first bet is an each-way or a system bet does not qualify.

Coral — Reward Shaker, Odds Booster, Football Super Series

Coral’s sports welcome offer for new GB customers is “Get £40 in Free Bets when you bet £20” — a deposit and sports bet of £20 or more at minimum odds of 2.0 (1/1), with £40 in free bets issued within 7 days and expiring 7 days after issue, the same shape Unibet runs. The offer must be qualified with a debit card or instant bank transfer; the site lists Apple Pay, Visa, Visa Electron, Mastercard, Revolut Pay, Google Pay, TrueLayer, Earthport and Trustly among its payment options. Existing customers sit inside a denser calendar: a free daily Reward Shaker, an Odds Booster on hundreds of markets, and free-to-play games such as Football Super Series with a £10,000 jackpot.

The friction at Coral is the welcome offer’s payment-method filter. Debit cards and instant bank transfers qualify; e-wallet deposits and prepaid cards may not. An existing customer is past that gate, but a punt-to-punt comparison has to read it as a one-off: a brand that excludes the customer’s wallet from the welcome offer is not excluding them from ongoing promotions. The existing-customer layer at Coral is its real competitive surface.

BoyleSports — acca insurance, acca loyalty, two currencies

BoyleSports’ sports welcome offer for UK players is £20 in free bets when a £10 bet is placed, with a parallel €30 in free bets for a €10 bet for Irish players. BoyleSports Acca Insurance requires opt-in, a minimum stake of £5, minimum odds of 1/2 and pays a maximum refund of £20 as a free bet that expires in 7 days; bets must be placed and settled on the same day. BoyleSports Acca Loyalty asks for opt-in, a £5 minimum stake, minimum combined odds of 3/1 and 5 or more settled legs, with a free bet expiring after 7 days.

Two acca mechanics, on top of each other, gives the regular multi-leg punter a double parachute that no single-feature brand matches. The friction is the settlement-window rule on the insurance leg: bets placed and settled on the same day, which cuts out ante-post and longer-term markets where the insurance would be most useful. For a customer whose staking pattern is the Saturday afternoon coupon, that rule is workable. For a customer who plays a week ahead, it is not.

Sky Bet — three tokens, tight minimums

Sky Bet’s welcome offer for new customers is £30 in free bets, credited as three £10 free bet tokens after a deposit of at least £5 and a first single or each-way bet of at least 5p at odds of 1/1 or greater. Three tokens, not one, means the punter has to decide how to split the £30 across three bets — not a problem for a customer with three opinions, a problem for a customer who wants one bigger line. The 5p minimum qualifying stake is the loosest in the comparison; the 1/1 minimum odds is mid-range.

The trade-off is that each token carries its own terms. A punter who clears all three in the same week extracts the full £30; a punter who lets one expire leaves money on the table. The structure suits an existing customer who uses the brand often enough to keep three lines active. A customer whose account is dormant on a Tuesday finds the tokens do not wait.

BetTom — split bonus, mixed-product pairing

BetTom’s sports welcome offer is 50% back as a free bet of up to £50, with a matching 50% back up to £50 as free slot funds for casino play — the kind of split bonus that the Commission’s rules prohibit going forward for new offers, but grandfathered in for customers who joined before 19 January 2026. The free-bet leg comes with the usual stake-not-returned mechanic; the casino leg carries its own wagering requirement on a separate licence category. For an existing customer who took the offer before the rules changed, the account carries both halves; for a new customer today, only the sports half is permissible as a stand-alone offer.

The Gambling Commission remote licence 064959-R-339314-003 is held by Bet Tom Limited. The fact that BetTom could offer the bundle at sign-up, but the same bundle is no longer permitted for new customers, is itself the clearest example of why the rules changed.

Spreadex — fixed odds and spread betting, doubled licences

Spreadex is regulated by the FCA for spread betting and by the Gambling Commission for fixed-odds betting, and states that losses on spread bets can exceed the deposit. The new-customer offer is £60 in free bets for a £10 fixed-odds bet, with the free bets usable across fixed odds and spread betting; the qualifying fixed-odds bet must be placed at minimum odds of 1/2, and within 28 days of opening the account. Spreadex also runs Acca Boosts giving a cash boost from 5% up to 100% on football accumulators of three or more selections, depending on the number of legs.

The 28-day qualifying window is the loosest in the comparison. The combination of fixed odds and spread betting on one account is rare and gives a punter a route into spread markets without opening a second account. The FCA risk warning on the homepage is the line every Spreadex customer reads first; the free-bet welcome is what comes after.

Sporting Index — spread-betting welcome, fixed-odds free bets

Sporting Index’s new-customer offer is a £10 fixed odds bet at minimum odds of 1/2 that unlocks three £10 fixed odds free bets, three £5 Total Goals spread bets, three £5 Winning Favourites spread bets and a £1 Race Index spread bet; the qualifying bet cannot be placed in play or cashed out early. The mix is closer to a sampler than a welcome package — enough to test the spread-betting side without committing serious money, with the fixed-odds free bets the customer’s normal product.

The in-play and cash-out exclusion on the qualifying bet cuts out a slice of the Saturday-card coupon. For a customer whose normal first bet is a pre-match single, the offer is workable; for a customer who plays the in-play markets, the qualifying bet has to be a different shape from the bet they would normally place.

Copybet — cash boosts, copy-trading angle

Copybet’s Acca Booster pays up to a 100% cash bonus on accas of at least 3 selections, and it offers up to a 15% Daily Profit Boost. The headline is that the booster pays in cash — an unusual mechanic, because most acca boosts across the comparison pay in free bets. The brand’s name comes from its copy-trading angle, which sits behind the boost.

The Daily Profit Boost at 15% is the real recurring value for an existing customer; the Acca Booster is the headline. The friction is the cap on the cash bonus, which is published but not at a fixed number on the front page, and the customer who wants the cap will read it on the offer page.

QuinnBet — seven-day free bets, capped odds

QuinnBet free bets are valid for 7 days from credit and can be used on any market at odds of 1/2 (1.5) or greater, with maximum odds of 50/1; straight accumulators are allowed but Trixies, Patents and Yankees are not. The cap on maximum odds — 50/1 — is the unusual line, because most free bets in the comparison cap the minimum rather than the maximum. The exclusion of Trixies, Patents and Yankees is the second unusual line, because those system bets are standard multi-leg products elsewhere.

A customer whose staking pattern runs to longshot singles or to system bets on a racing card will not get the full value out of a QuinnBet free bet. A customer who plays straight accumulators at odds between evens and 50/1 will get exactly the value the offer intends.

10bet — percentage bonus, daily free bets and spins

The 10bet app advertises a 100% up to £50 betting bonus for UK sign-ups, plus daily free bets and free spins. The headline is the percentage match rather than a fixed free-bet amount; the daily free bets and free spins sit underneath. The wagering requirement that comes with the percentage bonus is bound by the 10x cap, and the daily free bets layer run at the existing-customer cadence rather than the sign-up one.

For an existing customer, the daily free bets are the relevant layer. The 100% bonus is the welcome leg that brought the customer in.

Smarkets and SBK — exchange operator with a sportsbook

Smarkets also runs the SBK sportsbook, whose UK welcome offer is a £20 first deposit and £20 bet at minimum odds of 3.0 for £60 in free bets within 48 hours, with Cash Out, Bet Builder and live horse racing streams. Smarkets itself holds a remote betting intermediary licence — the licence for betting exchanges — so the SBK sportsbook sits on top of a different licence category from the rest of the comparison. The 48-hour credited-window on the free bets is the tightest deadline in the table; the 3.0 minimum odds on the qualifying bet is among the highest.

For an existing customer, SBK is the sportsbook half of an exchange operation. The back-and-lay mechanic that defines Smarkets is not the same as SBK’s sportsbook, and the two products have separate terms.

Side-by-side comparison

The table is the licence-led view of what each operator publishes. The columns are the columns the regulator’s register gives: the licence reference, the licence holder and the operator’s own statement of the offer. The marketing claims — “best odds”, “most markets” — are not on the table because they are not what a comparison turns on.

Reading the small print behind the comparison

The numbers above are the headline terms. Three threads run through them and decide which offer suits which punter.

The minimum-odds thread separates Sky Bet at 1/1 (with a 5p minimum stake), Unibet at 2.0 (1/1), SBK at 3.0 and the rest at 1/2. A higher minimum means fewer of a punter’s normal bets qualify; a lower minimum means more do. The stakes punter who prices up a coupon at odds of 4/6 each week passes Sky Bet at 1/1 only because 4/6 is shorter than 1/1 — qualifying at 1/1 requires at least evens, not the favourite the punter would normally back.

The expiry thread separates the brands that give the punter a week and the brands that give two days. Coral, Unibet, Dabble and QuinnBet credit free bets that run for 7 days; BoyleSports’ Acca Insurance and Acca Loyalty free bets run for 7 days as well. SBK credits free bets within 48 hours, which is a credit window rather than an expiry, but the deadline implied by the credit window is the same shape — the punter has days, not weeks. The trade-off is the punter’s staking cadence: a punter who plays three times a week can clear a 7-day free bet with the next card; a punter who plays once a fortnight struggles to clear one at all.

The stake-returned thread is where most of the value lives, and where most of the cost hides. None of the ten brands on this page publishes free bets whose stake is returned with the winnings. The profit is the return; the stake is the price of admission. A £10 free bet at 3.00 returns £20 of profit, not £30. That is the structural cost of “free” in any promotional context, and it is what a punter sees only by reading the offer’s small print through to the end.

What this means for the year ahead

The Commission’s promotion rules are not a one-off piece of tidying; they are the first stage of a tighter regime on the British market. Mixed-product bonuses are gone; the 10x cap is in; the financial vulnerability check at £150 of net deposits is in; the affordability-check regime that follows is announced, staged, with no start date. Each of these changes narrows what an offer can do, and what an offer can do decides what is on the punter’s table.

What that leaves is an existing-customer layer that runs on three things: the daily rhythm of price boosts and acca insurances, the welcome leg the operator credits the new customer on, and the brand’s depth on the markets the punter actually plays. The cap and the licence-led register mean there is no longer a single headline that decides the comparison. There is the offer machine’s terms, and the punter’s staking pattern, and whether the two fit.

Frequently asked questions

What is the maximum wagering requirement on a betting bonus in Great Britain?

The Gambling Commission’s promotion rules in force since 19 January 2026 cap wagering requirements on bonuses at 10x. A £10 bonus at the cap can ask for no more than £100 of qualifying bets at the minimum price; a £50 bonus at the cap can ask for no more than £500. Multipliers above 10x are no longer permitted on bonuses at GB-licensed operators. Whether the cap also covers free bets with no wagering condition is not established.

What do minimum odds and the wagering requirement mean in a sign-up offer?

The minimum odds is the shortest price the qualifying bet has to clear for the bonus or free bets to credit — for example Coral and Unibet’s 2.0 (1/1), Sky Bet’s 1/1, Sporting Index’s 1/2. The wagering requirement is the multiplier the bonus base has to be turned over before withdrawal — capped at 10x under the Commission’s rules. Both decide which of your normal bets qualifies, and how much betting the bonus takes before the money is yours.

Why is the stake of a free bet not paid back with the winnings?

A free bet is a stake the operator credits, not cash the punter deposits, and the standard across the GB market is that only the profit is paid back on a win. A £10 free bet at odds of 3.00 returns £20 of profit, not £30 of return. The trade-off is that the punter does not risk their own stake on the bet, which is why the offer is called free in the first place.

Can a bet on sport be tied to a casino bonus under the Commission’s promotion rules?

No. The rules in force since 19 January 2026 ban mixed-product promotions that require gambling on two or more product types, such as betting plus casino, betting plus bingo, or betting plus lottery. Offers that bundle sports and casino play into one sign-up package — BetTom’s pre-cap bundle being an example — are no longer permitted for new customers, and any existing offer that carries a cross-product condition is in breach.

How can it be checked that a bookmaker holds a Gambling Commission licence?

The Commission’s public register is searchable by business name, trading name, domain or licence account number. A match on the register confirms the brand holds a GB remote licence under the Gambling Act 2005 and is subject to the LCCP, GAMSTOP enrolment, the 10x bonus cap and the £150 vulnerability check. The register is the only test; the domain extension (.com or .co.uk) proves nothing, and there is no shortcut list of “licensed brands” published anywhere else.

Are betting winnings taxed in Great Britain, and who pays General Betting Duty?

Betting winnings at the player end are not taxed in Great Britain — the punter keeps the whole return. General Betting Duty is the operator’s tax on gross profits, currently 15%, with a new remote betting rate of 25% taking effect from 1 April 2027 for online bets outside UK horse racing. Spread betting carries separate rates: 3% financial, 10% other. Whether the operator passes duty on through tighter odds is not established, and the framing should never suggest the punter pays.

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