How do we rate a bookmaker ?

Why Trust Football Whispers for Bookmaker Analysis?

At Football Whispers, our commitment to providing thorough and trustworthy bookmaker analysis is unmatched. Our team comprises seasoned gambling experts who bring a wealth of knowledge and experience to our reviews.

Over the years, we’ve consistently delivered insightful articles, becoming a reliable source for bettors seeking honest and detailed bookmaker evaluations.

Our metrics at a glance:

10 Years of operation

Showcasing our long-standing presence and expertise in the sports betting industry

15 Betting Writer Specialists

Indicating the depth and diversity of our expert team.

+5000 betting articles published

Reflecting our extensive coverage and analysis across various bookmakers and betting scenarios.of our expert team.

+200 codes & bookmakers analyzed

Demonstrating our comprehensive approach to reviewing and comparing a wide array of bookmakers.

11 Steps in our review proces

Detailing the meticulous steps we take to ensure each bookmaker is thoroughly vetted and reviewed, guaranteeing reliability and precision in our assessments.

Trust Football Whispers for unbiased, expert-led bookmaker analysis that’s both insightful and user-friendly

What does it take for a bookmaker to be featured on our website?

We assign a score to each bookmaker on a scale from 0 to 10, with 0 being the lowest possible score and 10 the highest.

This scale is derived from evaluating various aspects like betting markets, promotions, key features, reputation & security, customer support, banking options, and both platform and mobile app experiences.

The thoroughness of our assessment across these categories ensures that our scoring system is comprehensive and reflective of the bookmaker’s overall quality and reliability.

0 - 2

Very Poor

Fails in most essential aspects.

2,5 - 4


Significant improvements needed.

4,5 - 6


Meets basic requirements.

6,5 - 8


Solid performance in key areas.

8,5 - 9

Very Good

Exceeds expectations.

9,5 - 10


Outstanding in all aspects.

How our expert ratings are calculated

Betting market

When analyzing bookmakers, we look at the range of betting markets available, with a wider selection leading to a higher rating.

Most common sports:




Exotic sports:

Horse racing




Virtual casino:

Slots machines

Virtual Poker

Flash Games

Live casino:




Virtual betting:


Fantasy Games

A diverse array of betting markets indicates a bookmaker’s commitment to catering to a broad spectrum of bettors’ interests, thus earning a higher score in our evaluation.

Promotions available

In our bookmaker analysis, we pay close attention to the variety and quality of promotions available. The more diverse and appealing these offers are, and the more reasonable their terms and conditions, the higher the bookmaker scores in our evaluation.

This is typically offered to new users upon signing up or making their first deposit.
For instance, a bookmaker might offer a 100% bonus on the first deposit up to a certain amount.
Deposit offers require bettors to deposit funds to qualify, while no deposit offers don't require any initial funding, often attracting new users.
A bookmaker might offer a £10 free bet with no deposit required for new users, or a 50% bonus on a deposit up to £100.
These bonuses are designed to reward loyal customers, often in the form of reload bonuses or loyalty points.
Regular bettors might receive a monthly reload bonus of 25% on deposits up to £50.
This promotion provides benefits to users who successfully refer new players to the bookmaker
When a current user refers a friend who then signs up and places a bet, both may receive a £20 free bet.
These are special offers tied to specific sports events, like enhanced odds or cashback offers during major sports tournaments.
During the FIFA World Cup, a bookmaker might offer enhanced odds on select matches or a cashback deal for bets on the tournament's top scorer.
Some bookmakers offer jackpot bets where players can win large sums, usually by predicting the outcomes of multiple events.
A weekly football jackpot where bettors predict the outcomes of 15 matches to win a sum exceeding £100,000.
Offering competitive odds is crucial. Bookmakers with better odds receive higher ratings.
A bookmaker offering above-average odds on Premier League matches compared to other sites.
We scrutinize the terms to ensure they are fair and transparent, impacting our overall assessment of the bookmaker's promotions.
A bonus with a wagering requirement of 3x at odds of 1.5 or higher, is considered fair and achievable.

Bookmaker key features 

When assessing bookmakers, we examine the features they offer. This includes checking for standard features, identifying any unique or exclusive features, and noting special features that set them apart.

Standard features available:
These are features commonly found across many bookmakers. 

Cash out

for early bet settlement

Live streaming

for watching events

Live betting

for in-game wagering

Bet builder/accumulator

for creating personalized bets

Enhanced odds/boosts

for better value

In-play statistics

for live game data

Exclusive features available:
Some bookmakers offer unique features not widely available elsewhere

Innovative betting options

Special betting interfaces

Proprietary games

Special features available:
These features might not be essential but add significant value. 

Advanced data analytics

Personalized betting recommendations

Unique loyalty programs

Each feature, whether standard, exclusive, or special, plays a crucial role in our comprehensive evaluation of a bookmaker’s overall quality and user experience.

Bookmaker reputation & security

In assessing a bookmaker’s reputation and security, we examine several key elements, each contributing to a composite safety score, such as 85%.

Headquarter location

The location of a bookmaker's headquarters can indicate the regulatory environment and business practices it's subject to.

Number of countries available

A wide geographical presence often reflects a bookmaker's robustness and global trust.

Valid license

Holding a valid gambling license from respected authorities ensures legal compliance and fairness.

Valid SSL encryption

This ensures that all data exchanged on the platform is securely encrypted, protecting user information.

Reputation on external sources

We consult external reviews and user feedback to gauge public perception and reliability.


Longevity in the industry can be a sign of sustained trust and quality service.

Each of these factors is crucial in determining a bookmaker’s reliability and commitment to user security.

Customer support quality

When evaluating a bookmaker, the quality of customer support is a crucial aspect. We assess the variety of communication channels available, such as email, live chat, and phone support, and their availability hours.

The speed of response can vary based on the channel, with live chat often being the quickest. We also consider the quality and accuracy of the responses provided and how easy it is for customers to access help when needed. Effective customer support is a key indicator of a bookmaker’s commitment to user experience.



Monday - Friday

Ease of use


Average response time

10 min

Response quality




Monday - Sunday

Ease of use


Average response time

3 hours

Response quality


Live chat



Ease of use


Average response time


Response quality


Text / Webform


Monday - Friday

Ease of use


Average response time

1 day

Response quality


Social media



Ease of use


Average response time

1 hour

Response quality


Banking options

We thoroughly test the deposit and withdrawal process at bookmakers to identify any potential issues in handling funds. Our hands-on approach allows us to provide genuine feedback on key areas like the ease of depositing, security measures, speed of deposits, and efficiency of withdrawals. This direct experience informs our comprehensive reporting, giving you a true impression of a bookmaker’s financial handling capabilities.

Platform experience

We analyze the user experience (UX) of the platform, focusing on its ease of use and navigability. This includes how simple it is for users to place bets, understand the interface, and access various features. We consider the overall design and functionality to ensure a seamless betting experience.

Mobile app experience 

Our analysis includes the UX of the mobile app interface. We check its availability on app stores and the simplicity of downloading it. Additionally, we review user feedback on app stores to gauge the app’s performance and user satisfaction.