Bookmakers compared
Which bookmaker has the best odds?
Measured 31 Oct, 17:36 GMT on upcoming matches.
Football: margins on the same matches
1946 upcoming football matches priced by 19 bookmakers, at an average 1X2 (home, draw, away) margin of 10.2%.
| Bookmaker | Rank | Vs market | Avg margin | Best price | Matches |
|---|---|---|---|---|---|
| Pinnacle | 1 | −2.9 pts | 7.4% | 36% | 940 |
| Betano | 2 | −2.3 pts | 8.0% | 29% | 902 |
| Unibet | 3 | −1.7 pts | 8.5% | 15% | 1006 |
| 10Bet | 4 | −1.5 pts | 8.6% | 16% | 773 |
| Stake | 5 | −1.1 pts | 8.8% | 9% | 713 |
| Betfair Sportsbook | 6 | −1.0 pts | 9.4% | 21% | 1015 |
| BetMGM | 7 | −0.7 pts | 8.8% | 9% | 489 |
| Bet365 | 8 | −0.6 pts | 10.2% | 21% | 1124 |
| bwin | 9 | −0.4 pts | 9.7% | 8% | 694 |
| Paddy Power | 10 | +0.1 pts | 10.5% | 13% | 1011 |
| BetMGM UK | 11 | +0.3 pts | 10.2% | 3% | 820 |
| Ladbrokes | 12 | +0.4 pts | 10.5% | 7% | 709 |
| William Hill | 13 | +0.5 pts | 10.0% | 5% | 199 |
| 888sport | 14 | +0.6 pts | 10.7% | 6% | 945 |
| Betfred | 15 | +1.4 pts | 11.7% | 5% | 958 |
| Fitzdares | 16 | +1.9 pts | 12.3% | 5% | 1152 |
| Betway | 17 | +2.4 pts | 12.6% | 13% | 865 |
| Sky Bet | 18 | +2.7 pts | 13.2% | 1% | 1015 |
| Star Sports | 19 | +3.1 pts | 12.6% | 1% | 408 |
Tennis: margins on the same matches
387 upcoming tennis matches priced by 19 bookmakers, at an average match winner margin of 7.1%.
| Bookmaker | Rank | Vs market | Avg margin | Best price | Matches |
|---|---|---|---|---|---|
| Pinnacle | 1 | −2.2 pts | 4.6% | 49% | 36 |
| Bet365 | 2 | −0.5 pts | 6.6% | 32% | 47 |
| Betano | 3 | −0.4 pts | 6.5% | 21% | 45 |
| 888sport | 4 | −0.4 pts | 6.7% | 27% | 58 |
| Betfred | 5 | −0.4 pts | 6.4% | 30% | 64 |
| Betway | 6 | −0.3 pts | 6.7% | 22% | 69 |
| Fitzdares | 7 | −0.3 pts | 7.0% | 25% | 93 |
| Unibet | 8 | −0.3 pts | 7.0% | 14% | 100 |
| Paddy Power | 9 | −0.2 pts | 7.2% | 31% | 59 |
| Star Sports | 10 | −0.1 pts | 6.5% | 22% | 36 |
| Betfair Sportsbook | 11 | level | 7.2% | 32% | 85 |
| Ladbrokes | 12 | +0.1 pts | 7.5% | 21% | 80 |
| Sky Bet | 13 | +0.2 pts | 7.5% | 25% | 84 |
| 10Bet | 14 | +0.2 pts | 7.1% | 5% | 47 |
| bwin | 15 | +0.4 pts | 7.7% | 16% | 97 |
| BetMGM | 16 | +0.4 pts | 7.7% | 16% | 97 |
| BetMGM UK | 17 | +0.8 pts | 8.0% | 9% | 96 |
| Stake | 18 | +1.0 pts | 8.0% | 1% | 80 |
Basketball: margins on the same matches
471 upcoming basketball matches priced by 19 bookmakers, at an average money line margin of 8.1%.
| Bookmaker | Rank | Vs market | Avg margin | Best price | Matches |
|---|---|---|---|---|---|
| William Hill | 1 | −1.2 pts | 6.6% | 25% | 77 |
| 888sport | 2 | −1.1 pts | 7.0% | 26% | 246 |
| Bet365 | 3 | −1.1 pts | 7.2% | 33% | 232 |
| Betway | 4 | −0.8 pts | 7.1% | 12% | 125 |
| Sky Bet | 5 | −0.8 pts | 7.1% | 23% | 175 |
| Betfair Sportsbook | 6 | −0.5 pts | 7.3% | 16% | 174 |
| Paddy Power | 7 | −0.2 pts | 7.6% | 16% | 182 |
| Betano | 8 | −0.1 pts | 8.1% | 14% | 197 |
| 10Bet | 9 | level | 7.1% | 10% | 79 |
| BetMGM | 10 | level | 8.0% | 23% | 158 |
| bwin | 11 | +0.1 pts | 8.3% | 21% | 232 |
| Star Sports | 12 | +0.1 pts | 7.7% | 4% | 53 |
| Unibet | 13 | +0.1 pts | 8.1% | 7% | 196 |
| Ladbrokes | 14 | +0.2 pts | 8.3% | 19% | 221 |
| Fitzdares | 15 | +0.2 pts | 8.3% | 10% | 216 |
| Betfred | 16 | +0.4 pts | 8.2% | 3% | 89 |
| Stake | 17 | +0.8 pts | 8.5% | 2% | 127 |
| Pinnacle | 18 | +0.8 pts | 9.3% | 15% | 285 |
| BetMGM UK | 19 | +2.2 pts | 10.5% | 2% | 231 |
How it is measured
- Margin is the bookmaker's overround on the main market — 1X2 for football, the match winner for tennis and basketball: the implied probabilities (1 ÷ odds) of every outcome added up, minus 100%.
- Vs market compares bookmakers on the same matches. For every upcoming match at least three bookmakers price, each book's margin is compared with that match's average margin; the column is the average difference, in percentage points. Negative means cheaper than the market. The ranking uses it.
- Best price is the share of outcomes on those matches where the bookmaker's price was the highest on offer, ties included.
- Only current prices count: a quote older than 15 minutes, or a market with an outcome missing, is left out, as is any price set that adds up to under 100% on its own (an error, not a price). A bookmaker needs 20 shared matches in a sport to be ranked there.
- The prices are the ones on GoldEdge's odds pages, where every match shows each bookmaker's price and margin side by side.
Every bookmaker GoldEdge covers
Frequently asked questions
Which bookmaker has the best odds?
On today's football matches, measured on the same matches against the market average, the lowest margins belong to Pinnacle, Betano and Unibet. Which bookmaker is best changes by sport, by league and through the day, so the tables on this page are recalculated every few minutes from the prices on GoldEdge's odds pages. The best price on any single match is often at a bookmaker whose average is unremarkable.
What is a bookmaker's margin?
The margin (also called the overround or vig) is how much the implied probabilities of a market's outcomes add up to beyond 100%. Odds of 1.90 on both sides of a two-way market imply 52.6% each, 105.3% together: a 5.3% margin. The lower the margin, the more of every stake comes back to bettors as a group.
Why compare margins on the same matches?
Margins depend on the match more than on the bookmaker: an obscure league carries a fat margin everywhere, a top league a thin one. A bookmaker that lists hundreds of lower-league fixtures would look expensive on a plain average even if it were the cheapest on every match it shares with others. So the ranking uses each book's margin minus the average margin of the same match, over matches at least three bookmakers price.
Is a low-margin bookmaker always the best place to bet?
Not always. A low margin means better prices on average, but the best price on a specific outcome can be anywhere. Some low-margin bookmakers also restrict winning accounts quickly. For a single bet, compare the prices on the match itself; for where to hold accounts, the averages here are the better guide.
For research, not betting advice. Positive expected value is an edge across many bets, never a prediction about one. Bet only what you can afford to lose. 18+.