Betting Site & Online Sportsbook Reviews | How We Rate at Gambling.com

Written by

Shannon Lane

Shannon Lane

Expertise

• NFL, U.S. sports betting legislation, Betting websites & apps

Experience

Shannon Lane is a strategist at Gambling.com. Her past experience includes NFL Media and Sports Illustrated. An NJ native, she lives in Philadelphia with her fiancé & their dog.

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Why Trust Gambling.com?

Gambling.com is part of Gambling.com Group, a publicly traded company on the Nasdaq Global Market under the ticker GAMB.

Since 2006, we’ve tested and reviewed over 3,000 online betting sites for our readers worldwide, only recommending the best licensed options. Our global workforce of more than 600 professionals includes avid bettors and experienced gambling industry experts.

Gambling.com has been recognized by several international betting organizations, including:

• North American Sports Affiliate of the Year at the SBC Awards in 2025
• eGaming Review’s Affiliate of the Year award in 2018 and 2021
• eGaming Review’s Employer of the Year in 2024

Gambling.com has also hosted the American Gambling Awards since 2019, honoring the best companies, organizations, and individuals in the regulated U.S. market.

Our work has been cited in the New York Times, ESPN, The Telegraph, BBC, Fox Sports, ABC News, Sky Sports, and countless other respected media outlets.

We consider user feedback essential to comparing and ranking betting sites, ensuring that real insights shape our recommendations. 

We do not recommend offshore or blacklisted betting sites, as no governing body has licensed them or ensured the safeguards necessary to protect bettors.

Our Promise to You

At Gambling.com, we pride ourselves on our impartial reviews of sportsbooks, free from outside influence.

We are committed to transparency and accuracy, so we will not give a site a positive review if it doesn’t meet our high standards for recommendation.

Most importantly, we only review fully licensed and regulated betting sites we’ve tested for reliability so that you can be sure of a safe betting experience. You can be 100% confident in our betting sites, which our experts have reviewed and recommended.

Licensed betting sites are required to keep personal details safe. They also provide responsible gambling assistance.

Some of the links on our website are affiliate links. This means that if you sign up, we may receive a commission payment at no extra cost to you. Rest assured, however, that our team conducts all reviews independently, free from external influence.

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  Step 1: Check Licensing & Security Details

  We first check for a valid gambling licence.

  If proper regulators don’t license a bookmaker, we won't go any further with the testing process.

  This quick check usually takes just a matter of minutes.

• 

  Step 2: Sign Up & Verify ID

  A member of our team signs up and evaluates the registration process.

  While signing up should be quick and simple, we also want bookmakers to carry out the necessary legal checks to ensure customers are over 18 and can legally place bets.

  The time this takes varies depending on the site, but we're usually fully signed up-with ID verified-within a few hours.

• 

  Step 3: Deposit Money

  The next step is depositing real money into a betting account. At this point, we want to see a wide range of payment methods accepted.

  We also look for flexible deposit limits and expect funds to be accessible as soon as they're deposited.

  It usually takes a couple of hours to test all deposit methods and check limits.

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  Step 4: Claim Welcome Offer

  We read the terms and conditions of welcome betting offers (where applicable) so you don't have to.

  Then we claim the bookmaker's sign-up offer to ensure it accurately reflects the information outlined in the terms and conditions. We place bets with these credits, usually over a seven-day period, to ensure the site upholds the terms of the offer.

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  Step 5: Study Odds & Markets

  Step 5 is crucial: checking which betting markets are available and how valuable the odds are. To evaluate betting odds, we research prices for individual betting markets and compare them with odds from leading bookmakers.

  This is one of the lengthier parts of the testing process. We aim to compare odds for 100 markets across at least 15 sports, which can take a few weeks.

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  Step 6: Claim Existing Customer Promotions

  Along with welcome offers, sites should have a range of promotions that can be claimed regularly after signing up.

  We test offers such as odds boosts, early payouts, money-back specials, and loyalty promotions, to ensure a site rewards existing customers. We spread these tests over the course of a month to ensure we can form opinions on the majority of promos offered.

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  Step 7: Place Bets

  We place bets on a range of pre-event, outright and in-play markets to determine if this process runs smoothly. After at least 30 bets have been placed, we have a good feel for the process.

  We examine the betting slip after placing a bet to check the odds and markets selected. If the bet wins, we check to ensure the bookmaker quickly pays the correct amount.

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  Step 8: Test Customer Support

  To assess a site's level of customer service, we contact support agents using all available contact methods.

  If a site offers 24/7 live chat, we test this function to check whether support agents deal with queries promptly and professionally.

  We also put email and phone support functions to the test during this step of the process.

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  Step 9: Test Mobile & Desktop Experience

  We test each bookmaker on a range of platforms, including desktop, smartphone, and tablet, devoting the most time to smartphone testing as this is now the most popular way to bet.

  If a bookmaker has an Android or iOS app available, we download the apps and spend two weeks using all of their key features.

  The best bookmakers should cater to all users, no matter what type of device you're betting with.

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  Step 10: Withdraw Funds

  The final step in our testing process involves withdrawing funds. Again, we want various options, including debit cards and digital wallets like PayPal.

  We test each withdrawal method to check how long the process takes, as withdrawal times can vary depending on the method used.

Shannon Lane

"Reviews are only as valuable as they are current. That’s why we refresh our reviews every month and conduct a full reassessment of each site every six months using our rigorous 10-step evaluation process.

Betting platforms are constantly changing—from new promotions and payment methods to updated features. By actively monitoring these developments, we ensure that our recommendations remain accurate, up-to-date, and genuinely helpful for punters looking for top-tier service."

1. 

   Unlicensed & Unregulated

   Licensing ensures a site operates under regulatory oversight, providing users a safe, legal environment.

   Without it, there is a risk of being exposed to unfair practices and potential financial losses.

2. 

   No SSL Encryption

   SSL encryption protects sensitive user data like payment details and personal information.

   Sites lacking this safeguard put bettors at risk of data breaches and cyber-attacks.

3. 

   Restrictive Bonus Terms

   Unfair bonus terms like unrealistic wagering requirements are a major red flag.

   They undermine user trust and make it difficult for bettors to benefit from promotional offers.

4. 

   Unclear Terms & Conditions

   Transparent terms and conditions are critical for informed decision-making when placing bets.

   If a site has restrictive clauses in the small print, it should be avoided.

5. 

   Low Winnings Limits

   Excessive limitations on winnings prevent bettors from fully cashing in on successful bets.

   Sites that impose low limits on winnings aren't worth your time.

Sports & Markets

A diverse range of sports and betting markets is crucial to cater to all types of bettors. Sites that offer depth and variety ensure users can bet on their favorite sports with plenty of options.

A betting site must offer a wide range of sports and plenty of betting options for each sport to score high in this category.

For example, popular leagues like Premier League, Champions League, NFL, and NHL should offer 200 or more individual markets per game. Political markets and novelty markets should also be available (where permitted).

Promotions or Betting Features & Tools

Strong promotional offerings, including generous sign-up bonuses and regular customer rewards, add value and enhance the betting experience. Promotions should be fair, transparent, and accessible.

Several factors go into calculating the score out of 10 in this category. This rating is based on the amount of promotions available, the value of each offer, and the fairness/transparency of promotional terms.

Some jurisdictions, including Australia and Canada, restrict the types of promotions a new user can receive. Instead, we grade operators in those areas based on betting features and tools. This rating is based on tools that improve your betting experience, like parlay builders that make it simple to create an SGP. We like seeing innovative betting features at a site, such as betting blogs or social media request-a-bet services. 

Payments

Choices of payment methods and fast, reliable payouts ensure convenience and security. Trusted sites prioritize seamless transactions for deposits and withdrawals.

A site with a 10/10 in this category must cater to all the most popular payment methods for depositing and withdrawing funds. High marks are awarded to sites that allow instant withdrawals. If a withdrawal takes over three days, a low score will be assigned in this category.

Customer Support

Efficient and accessible customer service is vital for resolving issues quickly. The best sites have a 24/7 live chat option and agents that respond to customer queries within minutes.

A site must earn high marks for customer support by answering queries quickly and having genuinely helpful and courteous support agents.

We also assess a site’s commitment to responsible gambling by offering tools and resources to promote safe play.

Reputation & User Feedback

We survey Gambling.com users to determine whether most bettors have had a positive experience with a bookmaker. This has a significant impact on the score we assign in this category.

We consider industry recognition, awards, and reviews from actual users. Our rating system relies on verified reviews from real iOS and Android app users and reviews on Reddit, TrustPilot, and TripAdvisor.

We also conduct thorough research to ensure the bookmaker's parent company has a strong reputation within the gambling industry.

Site User Experience

A smooth, intuitive, visually appealing user experience ensures bettors can easily navigate and place bets without frustration. We evaluate the user interface, ease of navigation, and overall customer support quality at online sportsbooks to ensure a satisfying betting experience.

If navigating the site and placing bets is challenging, the UX will not score high. A clunky site or app that is prone to crashing can be highly frustrating to use. Instead, it should run smoothly and be visually appealing.

Mobile Product Features

The mobile app is one of the most essential things we review since most players bet on the go with their phones. Our latest Gambling.com user research shows that 87% of bettors now use smartphones to place bets, so the mobile experience is significant.

A responsive, feature-rich mobile platform or app is essential for a modern betting experience. The app should be easy to navigate, quick to load, and available on both major app stores.

When rating mobile features, we look for perks like betting apps that send handy notifications. For example, an app might notify us when a horse we've won money on before is set to run again.

This attention-to-detail only comes from the betting sites with the best mobile products.

Responsible Gambling

Responsible gambling assistance should be easily accessible to help bettors stay in control.

We value sites that provide robust tools to support responsible play, including deposit limits, loss limits, timeouts, self-exclusion lists, and access to support networks.

In-Play Betting or Live Streaming Features

To earn a high score for in-play betting, a site should offer extensive live markets, real-time statistics, and live streams of popular sports like football and horse racing.

We should be offered a fair value if we want to cash out a bet early. Sites with low cash-out offers won't get a 10/10 score here.

In jurisdictions where in-play or live betting is restricted, we only consider live streaming. To earn a high score for live streaming, a betting site needs to allow its customers to watch a range of sports.

You shouldn't have to jump through too many hoops to qualify for live streaming. If you have a bet on a game and there's a stream available, you should be able to watch it. Streams should work well on mobile and desktop platforms without major buffering issues.

Odds Value

Competitive odds translate to better returns for bettors. Sites offering consistently strong odds across various markets provide excellent value.

We collect odds data from dozens of betting sites, allowing us to easily compare prices and separate the sites with the best value.

To receive a score of 10/10 in this category, a bookmaker must consistently beat the odds from its competitors across various markets and bet types.

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  Shannon Lane

  Shannon Lane is a content strategist and U.S. sports betting expert for Gambling.com. She reviews betting sites, explains strategies, researches the latest legislation, and contributes to Gambling.com's YouTube series, "The Edge."
  
  Her background working on NFL.com and the NFL mobile app at NFL Media gives her unique insight into how sports websites and apps should function to provide you with the ultimate user experience.

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  Cathal Austin

  Cathal Austin spent over a decade as a journalist covering sports and breaking news for major publications in Ireland before joining the Gambling.com team. He now utilizes his research and reporting skills as a betting site reviewer.
  
  Cathal brings a reporter’s research skills to every review he writes. He knows what matters most to bettors—valuable odds, lots of betting options, and promotions that deliver real value. Since 2022, Cathal has reviewed over 300 betting sites and apps, helping readers to find safe, trusted platforms for betting online.

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  Kevin Taylor

  Kevin Taylor * has been betting on sport online for over a decade and has used several different betting sites in that time. He likes to bet on football, basketball, and golf, and is never afraid to share his opinion if a site doesn't live up to his expectations.
  
  Before joining the Gambling.com team in 2021, Kevin Taylor covered sports betting news for major media publications, such as The Mirror and The Sun. Among the stories Kevin reported on was an investigation into alleged match-fixing involving players at an Irish football club. Kevin’s investigative reporting on irregular betting activities underscores his and our team's commitment to protecting punters from unfair practices.

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  Michael Butlin

  Michael Butlin has over 20 years of experience in the gambling industry, having held senior roles in product development, commercial strategy, and marketing at online bookmakers such as Blue Square and Unibet. His diverse career has also included managing sports betting information websites, operating an online poker site, and providing consultancy services.
  
  Michael is dedicated to ensuring his teams produce insightful content that resonates with new and experienced bettors.

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  Peter Mooney

  Peter Mooney is a longtime sports writer, copy editor, and bettor. He has over 15 years of experience as a copywriter and sports reporter and holds a Master's in professional writing from the University of Southern California. He applies his keen professional experience (Peter is also among the top 1% of Pikkit bettors) to content through the lens of a bettor to ensure our users’ questions get answered.

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  James Molloy

  Before joining the team, James Molloy spent five years working with Flutter Entertainment, one of the world's leading betting companies.
  
  James' client-facing roles with Paddy Power and Betfair, two of Flutter's flagship betting sites, gave him a unique insight into customer needs. This insight informs his evaluations of bookmakers, making him a key member of our team.

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  Diarmuid Nolan

  Diarmuid Nolan brings over 10 years of betting industry experience to our team, with roles at Sport Caller, RacingFM, and BetBright included on his CV. Diarmuid also plays a key role in vetting bookmakers to ensure we only feature betting sites that are fully licensed, regulated, and safe to bet with.
  
  A co-founder of the popular #Racehour podcast, Diarmuid is a hugely passionate horse racing fan with horse racing betting knowledge that is second-to-none. The podcast has garnered a large audience, with over 18.6k followers on X. Diarmuid's deep knowledge of the sport helps him sort out the best horse racing betting sites.

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  Chris Alpizar

  Chris Alpizar has honed his expertise by working across diverse industries, managing everything from finances to sales to top-notch technical and digital support. A former customer service rep, Chris knows what users want when seeking help from a website.
  
  Chris' rich user experience and versatile technical support background give him a unique insight into the things betting sites should do best. His problem-solving ability and exceptional customer service make him invaluable to Gambling.com’s tech-forward users. He works with all team members to ensure that our reviews and the tools available within them are accessible.

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  Jamie Casey

  Jamie Casey leverages his sports betting expertise and journalism background when reviewing bookmakers for Gambling.com. He ensures our reviews and betting guides are engaging and informative.
  
  Jamie has worked with major bookmakers such as Sky Bet and Unibet and contributed to respected media outlets like FourFourTwo and Sky Sports.

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  Chris Rivers

  Chris Rivers brings experience from bookmakers like bet365, Betfred, and Bet UK to his role at Gambling.com. He also brings significant journalistic experience, having worked for publications like the Racing Post.
  
  As a tester, writer, and editor, Chris researches and writes bookmaker reviews and produces sports betting news and tips.

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  Kevin Walsh

  Drawing on his experience working for major bookmakers and media outlets, Kevin Walsh analyses promotions and writes expert reviews on site offers. Kevin helps readers understand which bonuses offer value by breaking down their key terms and conditions.

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  Simon Sinclair

  Before joining our team, Simon Sinclair wrote extensively about sports betting for major online bookmakers such as bet365, Paddy Power, and Coral. His work has also featured on sports media platforms like Goal.com, and he has reported on cricket for the England & Wales Cricket Board's official channels.

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  Charlie Mullan

  Charlie Mullan has over two decades of professional sports journalism experience. He spent 11 years writing for the Hull Daily Mail before joining Press Association, where he helped launch a new betting channel with statistical insights featured at leading bookmakers.
  
  At Gambling.com, Charlie applies his data analysis expertise to deliver insightful sports betting news, equipping punters with the information they need to place informed bets.

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