Which Bookmaker Actually Has The Best Odds?

Everyone claims to have the best prices. So we counted. Across 786 hourly full-time-result readings of 6 matches recorded since 4 October, this is how often each bookmaker is actually top of the market — and how often they're in the comparison at all, which matters just as much.

This accumulates. Every hour we record the market again, so the figures below are built on a growing body of readings rather than a single moment — and they get harder to argue with as the sample grows.

#	Bookmaker	Top price	Markets priced	Share
1	10Bet	42	126	33.3%
2	BetVictor	166	501	33.1%
3	Betfair	165	786	21%
4	WilliamHill	101	621	16.3%
5	Unibet	75	474	15.8%
6	bet365	108	786	13.7%
7	Betano	35	297	11.8%
8	Betway	38	378	10.1%
9	Coral	41	654	6.3%
10	BoyleSports	6	225	2.7%
11	Virgin Bet	6	378	1.6%
12	Grosvenor	1	378	0.3%
13	Betfred	1	360	0.3%
14	Ladbrokes	1	540	0.2%
15	Casumo	0	378	0%
16	LiveScore Bet	0	378	0%
17	888Sport	0	126	0%
18	Bet Victor	0	96	0%

Recorded hourly since 4 October across 6 matches, updated 6 October at 20:05. Hourly readings of the same match are not independent, so the match count is the real sample. Sportsbooks only.

How this is counted

Every market counts once per outcome. Home, draw and away are three separate comparisons, because a bookmaker can be generous on one and mean on another.
Ties count for everyone. If four bookmakers all show 3.60 and that's the top price, all four are credited. Awarding it to one would be invented precision.
Single-book markets are excluded. If only one bookmaker prices something, nobody beat anybody, so it tells you nothing.
Share is out of markets they priced, not all markets. A bookmaker who prices everything and tops 20% is a very different proposition to one who prices a handful and tops half of them — which is why the “markets priced” column sits next to the share.
Exchanges are left out. Their prices exclude commission, so they aren't the same product as a bookmaker's price — including them would put Matchbook and Smarkets on top of a table about bookmakers.
It's a snapshot, not a season. This measures the market as it stands right now. Prices move constantly, so treat it as a guide to who is usually competitive rather than a permanent ranking.

What to do with this

Topping this table doesn't make a bookmaker right for you — a firm can lead on football and be poor on racing, or have the best price and the worst app. But it does show that “best odds” claims are checkable. To find the best price on a specific bet rather than in general, use the Bet Finder, and see what's moved today in steamers and drifters.

18+ · Prices are compared across the UK-licensed bookmakers we review and change constantly. begambleaware.org