How we Test & Review Betting Sites: Our Rating System Explained


At Gambling.com, one of our key aims is to provide bettors with objective, accurate reviews of licensed betting sites

Our mission is to deliver honest insights you can trust, so we've assembled a team of experienced professionals who know exactly what a good online bookmaker should look like.

Our experts test bookmakers extensively and write in-depth reports based on their experiences, so you have all the information you need to choose a betting site with confidence.


Our 10-Step Testing Process

Our independent testing system is designed to ensure all reviews and ratings at Gambling.com are accurate and up-to-date.

We sign up for betting sites and test their features extensively using the process outlined below.

When testing a new site for the first time, the process takes two months on average. 

We then revisit the site at least once every month to assess any new features that may have been added or removed. 

A full re-evaluation is carried out at least once every six months using our 10-step procedure.

  • Check Licensing & Security Details

    Check Licensing & Security Details

    The first thing we check for is a valid gambling licence.

    If a bookmaker isn’t licensed by the United Kingdom Gambling Commission, we won't go any further with the testing process.

    This is a quick check which usually takes just a matter of minutes.

  • Sign Up & Verify ID

    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 the age of 18 and can legally place bets.

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

  • Deposit Money

    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.

  • Claim Welcome Offer

    Claim Welcome Offer

    We read through the terms and conditions of welcome offers 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 T&Cs.

    These offers usually come with free bet credits, so we place bets with these credits, usually over a seven-day period, to ensure the terms of the offer are honoured by the bookmaker.

  • Analyse Odds & Markets

    Analyse Odds & Markets

    Step 5 is a crucial one - checking which betting markets are available and how valuable the odds are.

    To evaluate the 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 couple of weeks.

  • Claim Existing Customer Promotions

    Claim Existing Customer Promotions

    Along with welcome offers, bookmakers 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 bookmaker 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.

  • Place Bets

    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 ensure the odds and markets selected have been honoured by the bookmaker. If the bet wins, we check to make sure the bookmaker quickly pays out the correct amount.

  • Test Customer Support

    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 in a prompt and professional manner.

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

  • Test Mobile & Desktop Experience

    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.

  • Withdraw Funds

    Withdraw Funds

    The final step in our testing process involves withdrawing funds. Again, we want to see a range of options available here, including debit cards and digital wallets like PayPal.

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

Why Up-to-Date Reviews Matter

Dean Ryan
Dean Ryan

"A review is only useful when it's up-to-date. That's why we update our reviews monthly and completely re-evaluate each site every six months, using our 10-step testing process.

"Betting sites constantly evolve - introducing new promotions, payment options and features that can dramatically affect your betting experience.

"By staying on top of these changes, we ensure our recommendations remain reliable and relevant for punters seeking the best possible service."

Red Flags: How we Know Which Bookmakers to Avoid

  • Unlicensed & Unregulated

    Unlicensed & Unregulated

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

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

  • No SSL Encryption

    No SSL Encryption

    SSL encryption is vital for protecting sensitive user data like payment details and personal information.

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

  • Restrictive Bonus Terms

    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.

  • Unclear Terms & Conditions

    Unclear Terms & Conditions

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

    If a bookmaker has restrictive clauses contained within the small print, it should be avoided.

  • Low Winnings Limits

    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.

Our Rating System Explained

Once we have fully tested a bookmaker, it's time to assign an overall rating out of 10 based on a detailed evaluation by our review team. 

Once we have collated all the findings from our testing, we consider these 10 key categories to rate a site, assigning a score out of 10 in each category. 

The final rating is calculated by adding up the scores from all categories and dividing that figure by 10.

  • Sports & Markets

    Sports & Markets

    In order to score highly in this category, a bookmaker must have a wide range of sports to bet on, along with plenty of betting markets for each sport.

    For example, a Champions League or Premier League football game should come with more than 200 markets.

    Political markets and novelty markets like reality TV shows should also be available.

    Accumulators and bet builders should be an option for a wide range of sports as well.

  • Promotions

    Promotions

    A number of 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.

  • Payments

    Payments

    A bookmaker with a 10/10 score in this category must cater to all of the most popular payment methods for depositing and withdrawing funds.

    High marks are awarded to sites that allow instant withdrawals. If it takes more than three days for a withdrawal to be processed, a low score will be assigned in this category.

  • Customer Support

    Customer Support

    In order for a site to earn high marks for customer support, queries must be answered quickly and support agents must be genuinely helpful and courteous.

    The best bookmakers have a 24/7 live chat option and agents that respond to customer queries within minutes.

  • Reputation & User Feedback

    Reputation & User Feedback

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

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

  • Site User Experience

    Site User Experience

    If it's difficult to navigate the site and place bets, a bookmaker won't score high when it comes to UX.

    A clunky site or app that is prone to crashing can be extremely frustrating to use. Instead, it should run smoothly and should be visually appealing.

  • Mobile Features

    Mobile Features

    Our latest Gambling.com user research shows that 87% of bettors now use smartphones to place bets, so the mobile experience is of particular importance.

    When rating a bookmaker's 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 sort of attention-to-detail only comes from the betting sites with the best mobile products.

  • Responsible Gambling

    Responsible Gambling

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

    If a bookmaker provides customers with tools like deposit limits, loss limits, time-outs or self-exclusion, this is something we really value.

  • Live In-Play Betting Features

    Live In-Play Betting Features

    To earn a high score for in-play betting, a bookmaker should have extensive live markets, real-time statistics and live streams available to watch popular sports like football and horse racing.

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

  • Value of Odds

    Value of Odds

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

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

An Example of Our Rating Scorecard

CategoryScoreReasoning
Sports & Markets7/10Exceptional market depth for popular sports, but niche sports not given as much attention
Promotions8/10The welcome offer provides £60 in free bets but existing customer promotions are lacking
Payments10/10All popular payment methods are accepted and instant withdrawals are facilitated
Customer Support5/10There's no live chat option available and email queries can take two days to get a response
Reputation & User Feedback8/10The bookmaker comes from a reputable company and user feedback is largely positive
User Experience5/10The site runs smoothly but the layout makes some markets difficult to locate
Mobile Features6/10The browser version of the site works well but there are no apps available to download
Responsible Gambling9/10The responsible gambling section provides useful links and there are seven RG tools provided
Live In-Play Betting10/1012 sports come with HD live streams, in-play markets are comprehensive and cash out values are fair
Value of Odds8/10Prices are better than the majority of competitors but a handful of sites still have better odds
OVERALL RATING7.6/10While the bookmaker has some standout features, there is still plenty of room for improvement

Our Expert Review Team

Here's some information on the professionals who test and review online bookmakers in the UK for Gambling.com - including the roles they play in our testing and rating procedure.

  • Betting Expert Dean Ryan

    Dean Ryan

    Dean Ryan brings 20 years of industry experience to our team, having worked with leading bookmakers such as 888, Tote, BoyleSports and BetVictor.

    A passionate horse racing bettor, Dean is also an analyst, tipster and co-founder of the #Racehour Podcast. His expertise adds a genuine punter's perspective to our review process.

  • Betting Expert Michael Butlin

    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 both new and experienced bettors.

  • Betting Expert James Molloy

    James Molloy

    Before joining the team, James Molloy spent five years working with one of the world's leading betting companies, Flutter Entertainment.

    James's 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.

  • Betting Expert Diarmuid Nolan

    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.

    A co-founder of the popular #Racehour podcast, Diarmuid's horse racing betting knowledge is second-to-none.

    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.

  • Betting Expert Kevin Taylor

    Kevin Taylor

    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.

  • Betting Expert Jamie Casey

    Jamie Casey

    Jamie Casey leverages his sports betting expertise and journalism background when reviewing bookmakers for Gambling.com.

    Jamie has worked with major bookmakers such as Sky Bet and Unibet and has also contributed to respected media outlets like FourFourTwo and Sky Sports.

    He leverages all of this experience to ensure our reviews and betting guides are engaging and informative.

  • Betting Expert Chris Rivers

    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 to the table, having worked for publications like the Racing Post.

    As a tester, writer and editor, Chris researches and writes bookmaker reviews, while also producing sports betting news and tips.

  • Betting Expert Kevin Walsh

    Kevin Walsh

    Drawing on his experience working for major bookmakers and media outlets, Kevin Walsh analyses promotions and writes expert reviews on bookmaker offers.

    Kevin helps readers understand which bonuses offer real value by breaking down their key terms and conditions.

  • Betting Expert Simon Sinclair

    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.

  • Charlie Mullan

    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 to launch a new betting channel with statistical insights that have 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.