London.bet

About London Bet

If the city of London had its own tailor-made bookmaker brand it probably wouldn’t be some geezer shouting out prices from the course or track. Pin striped suits would probably be the uniform of choice, over expensive coffees widely available, alongside talk of the FTSE 100 ringing through the air. Enter the new betting and casino site London Bet with the bold tagline “The capital’s choice.” Errr ok, I hear you, but on first impressions the theme there is slightly tongue and cheek, rather subtle and certainly doesn’t take itself too seriously. Launched in June 2025, this site which has its own UK gambling commission licence is operated by Thistle Bet, a new independent company with this being their first and only site at the time of writing. It’s great to see a new platform brought to us by a British company that is based with offices and employees in the UK. Well with a name like London Bet it might be a little strange if they were based out of Malta.

Some will immediately recognise the familiar feel and layout of their platform. Why? Well London Bet is delivered by the excellent Playbook. This is shared with other independent betting and casino sites like Bresbet, Star Sports, Bet Wright and Planet Sport Bet to name a few. Embracing the new trend within the UK with sites moving towards the aim of feeling premium rather than promotional, this place certainly has a very professional feel to it. So is this really the “capital’s choice” or just another city start up? Let’s look a little deeper.

London Bet is dark navy blue set on a white background with more white and red headers which does help to break it up a bit. Their landing page on desktop is their sportsbook, which focuses more on the football side when compared to other Playbook platforms which are heavily horse racing focused. This was instantly a refreshing change. There’s links to the Casino, In Play, Live Casino and Virtuals running along the top with an expanding bar down the right hand side advertising their capital gains rewards programme (more on that later) and safer gambling. The mobile version feels a little more modest with links directing you to the casino towards the bottom alongside good size tiles directing you to numerous sports. All things account related are also on the right with a smiley red chat bubble directly below if you need to contact support.

Getting Started

There was a time when not having a welcome offer was unheard of. However, some platforms new and old have embraced the stance of giving their customers constant value rather than just a one off sign up promotion. They deliver this through their capital rewards programme which offers tremendous ongoing value on a weekly basis. If you like the sound of this you can get involved by clicking or tapping on the link above.

The sign up process was very simple and straightforward. Alongside a welcome email, there are also options to set deposit limits, how you receive messages and reality checks as part of the sign up process. There are 4 levels of account status with everyone starting at basic when they first join. London Bet has cleverly integrated the sign up process to their sports betting Capital Gains rewards scheme only being available at (level 2) Sapphire. To get there is simple –  you have to verify your account. If you click or tap on upgrade you will be asked to verify your phone number by entering a code, submit photo ID and perform a “liveness check” which is basically taking a selfie on your device. When this is completed you’re eligible for all the rewards on offer. Other account levels are Ruby and Diamond for more established customers. When I signed up, verification took about 5 minutes to complete. Being required to provide ID and proof of address is completely normal and nothing to worry about. You could however just stay at the basic level if you so wish, with no pressure to verify straight away.

Sports Betting at London Bet

All sportsbooks delivered by Playbook are generally well structured, organised and very simple to navigate. The focus here is slightly more shifted to football. If the Premier league had an underground map, London Bet covers every stop on the Circle Line. (If you enjoy predicting outcomes on the football you might enjoy our free to play bingo cards).

UK/ Irish and World racing is also very much covered including live streaming with odds here very competitive. You also have the ability to build a racecard, bet on big races ante-post and place general multiples. If you would like more information on horse racing and football betting a full explanation is given in our Sports Betting Guide To Bet Types. What does stand out a little is that betting here has been streamlined to accommodate the most popular sports only which makes it clutter free. Links to sporting markets are towards the left on desktop or via the 3 white lines via mobile. Golf, American Football, Darts and Formula One are some of sports available here and running alongside this is a good betting in-play area. Odds are displayed clearly and generically with a cash-out function available on selected sports. The only thing missing is an esports section. This platform’s promotions or Capital Gains as they are called here are generally focused on sports and themed towards the city of London. You can earn a £1 free bet for every £10 wagered in the weekly windfall or/and a £2.50 free bet for every £10 wagered on the double decker accas promotion. Even better still you can stack these “Capital Gains” and claim them within the weekly timeframe. Lovely Jubbly!

Slot Games at London Bet

If the sportsbook focuses on the city this could maybe be the West End. To be blunt, the slot choice here at the time of writing is limited to only one provider (OK, two if you include eight Leap games), so if you’re looking for Progressive Jackpot games this might not be the platform for you. Be that as it may, the games provider is one of the best in the business, Pragmatic Play. You do sense it’s a work in progress as the casino lobby feels like it has been set up to handle a lot more. There is a rather attractive top 10 trending section which instantly catches the eye with Bounty Hunter sitting at number one. Games are categorised into a handful of sections which include a popular, megaways and a new section. There were plenty of games within the new section which is always a great sign with them all being bang up to date. Sweet Rush Bonanza, Hundreds and Thousands alongside Oracle of Gold all caught the eye. Being as this is pretty much a Pragmatic Play affair, all variants of Big Bass series are available and as popular as ever and so is the ever popular Drops & Wins promotion. Game tiles are a good size and you can click or tap on the heart icon to add the title to a favourites list. The i symbol next to it provides information about the game including the RTP.

Other Games at London Bet

All live games sit in their own lobby area, and just like the slots are delivered by Pragmatic Play. This might come across as a little limited but London Bet do a great job of covering the majority of games. Blackjack, Roulette and Baccarat along with speed versions are available. The gameshow section has a handful of games which include Sweet Bonanza Candyland and Mega Wheel. There are also a few Crash games on offer like High Flyer and Spaceman.

Unfortunately, the slightly more niche games like Slingo or Instant win scratchcards are nowhere to be seen at the time of writing. Although not a deal breaker, London Bet does make up for it by providing an excellent Virtuals area under its own category within the main lobby; games are delivered by Leap with numerous options to choose from. These include football, horse/greyhound racing, basketball, motor sports and golf. If you have never looked at the virtuals before, this could be a great place to explore these games further.

Other Things to Consider

London Bet can be accessed from all different user devices. There is also an app available. However to be perfectly honest this platform runs exceptionally well via a mobile browser. So if you like your play when you’re out and about on weekends or even sightseeing around the city of London, this platform offers stability.

Currently, you can only deposit via a debit card. Although this aspect is very limited, it does also make things simple. However, a big positive is that withdrawals are pretty much instant especially if you decide to verify your account and move your level to Sapphire. No waiting days here, it’s just a matter of minutes.

There are some great customer support options here. Firstly, their friendly customer care team is available via the smiley red chat bubble or through help within your account area if the need arises. Alternatively you can contact them via email.

Final Thoughts

Although very obviously still in its infancy, London Bet are doing their thing the “city way.” No welcome bonuses, along with not too many whistles and bells, they deliver a stable reliable gaming platform which performs its function extremely well. With some great ongoing weekly sports promotions and quick smart withdrawals if you get lucky, London Bet just like the city is well worth a visit.