Priced Up

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Priced Up is an independent online bookmaker run from Hove, in East Sussex. It is a young brand on an old licence: the company behind it has been a bookmaker since 1986, and the website and app arrived in the 2020s. It is licensed by the UK Gambling Commission through Off Course Bookmakers Limited, account number 1776.

Written by: Matt K|Last Updated: 9 October 2026

For this review we went through the Priced Up website in October 2026, from the sportsbook and the sign-up form to the help pages, the promotions hub, the betting rules and the full terms. We checked the company on the Gambling Commission register and at Companies House, and we compared its prices with other independent bookmakers on the same afternoon.

Who owns Priced Up

Off Course Bookmakers Limited was incorporated in February 1986 and held a betting shop licence long before it went online. Companies House shows one person, Benjamin Keith, holding more than three quarters of the company since 2022. He is also the controlling owner of Star Sports, and the two bookmakers are registered at the same address, Star House in Hove.

The two brands do different jobs. Star Sports is the telephone and high-stakes service. Priced Up is the online one: its terms state that bets by telephone, post or email are not accepted, so everything happens on the website or in the app. The company added online betting to its licence in September 2022 and a casino, bingo and virtual sports in April 2024. Our independent bookmakers page shows where it sits among the other owner-run firms.

The website and sportsbook

Priced Up uses a clean five-tab layout: Sports, In Play, Virtuals, Casino and Live Casino, with Blogs and Promotions next to them. The left-hand menu opens with a Popular block, and the first entry is PricedUp Main Events, a shortcut to the biggest fixtures of the day. Price Boosts sits at the top of the full A to Z list.

When we visited, the top of the homepage carried the evening's Nations League prices, so you could add England, the draw or Czechia to the bet slip without opening the match. A Next Races strip shows the next horse races with the first three in the betting, and switches to greyhounds with one tap. Moving prices are colour coded on screen.

The sports list is broad for a firm of this size. Football, horse racing and tennis lead, and the A to Z also covers American football, Australian rules, cycling, darts, Formula One, hurling, golf, handball, ice hockey, politics, both rugby codes, snooker and TV specials.

Price boosts and promotions

Boosted prices are the centre of the Priced Up offer, as the name suggests. The promotions hub advertises daily horse racing and football boosts, and it features a brand ambassador and a racing blogger, with betting tips across its sports. Each promotion on the hub opens to its full terms.

The current welcome offer is shown in the offer panel on this page. Check the terms there before you join, because the qualifying bet, the minimum odds and the expiry of any free bets all matter.

Horse racing

Priced Up covers UK and Irish racing every day, with international racing alongside it. The terms allow one customer to win up to £100,000 in a day on UK and Irish racing singles and multiples, ante-post bets included, with £50,000 on forecasts and tricasts. Greyhound racing on the main daytime and televised meetings is covered to £25,000.

Racing prices are set race by race, so compare before you bet. Our horse racing betting page lists the other racing firms, and the Rule 4 guide explains what happens to your price when a runner is withdrawn.

The £500,000 payout limit

This is the number that separates Priced Up from most small bookmakers. The terms let one customer win up to £500,000 in a single day across all sports. Most independents of a similar size stop at £100,000.

Priced Up also commits in its terms to remind you of the limit at the points where it matters: on the bet slip when you place a bet, in promotional material that quotes a return, and in the terms themselves. For anyone who places accumulators at long odds, a high ceiling and a clear warning are both worth having. Top-level football carries a £100,000 limit per day. If you build multiples, our guide to accumulators explains how the returns stack up.

Opening an account

The sign-up form starts with three fields under the heading "Let's get you started": email, password and an optional promo code. The promo code box matters, because several Priced Up offers are tied to a code entered at this step.

Your age is verified automatically when you make your first deposit. Priced Up may then ask for a passport, a driving licence or a utility bill. You cannot withdraw until your identity is confirmed, so answer any request quickly.

Deposits and withdrawals

Priced Up accepts Visa debit, Mastercard and Maestro cards, bank transfer and cheque.

• Accounts run in pounds or euros. You choose when you first deposit.
• You can top up from the bet slip with your card's three-digit security code, without leaving the bet you are placing.
• A debit card withdrawal arrives within five working days. Priced Up says it is normally much quicker.
• If you have used more than one payment method, the withdrawal is shared between them in proportion.

Customer support

Live chat at Priced Up is called Trader Chat, and it is the main way to reach the team. There are two email addresses, one for customer service and one for compliance. If a complaint about a bet cannot be settled, you can take it to the Independent Betting Adjudication Service at no cost.

Casino

The casino opened in April 2024. The promotions hub names Pragmatic Play, Inspired, 1X2 and Relax among the suppliers of its slots and table games, and there is a separate live casino tab. Your sports and casino play share one balance.

Safer gambling tools

Priced Up offers deposit limits, rolling net deposit limits, reality checks and self-exclusion, and it is part of GAMSTOP. A Play Break blocks betting for any period from 24 hours to six weeks. Product blocks let you close one part of the site, such as the live casino, and keep the sportsbook. A lower deposit limit applies at once and a higher one takes 24 hours.

Who Priced Up suits

Priced Up suits the punter who bets online, likes a boosted price and wants a payout ceiling well above the usual small-bookmaker level. It has the backing of a long-established bookmaking company and an owner with a record in racing, in a simpler, app-led package.

If you want to bet by phone or speak to a trader about a larger stake, its sister firm Star Sports is the better fit. To work out what a boosted price is worth, use our betting odds calculator.

Written & Reviewed by Matt K
Sports Betting Analyst at Winners Media

I have been covering the UK betting industry since 2007, testing sportsbooks across mobile and desktop. At TabletBetting, I review betting sites, compare odds and payment methods, and track new bookmaker launches. My focus is on the mobile experience - how apps perform under real conditions, not just what the marketing says.

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