Matched betting is a topic that has gained attention in recent years, particularly across forums and websites discussing online promotions. It is often described as a method that some people use to try and benefit from any potential free bet offers advertised by online sportsbooks—also known as betting sites.
However, for those unfamiliar with how sports betting works, or what these terms mean, understanding matched betting may be confusing.
This blog aims to clearly explain what matched betting is, how it differs from traditional betting, and whether it’s legal in the United Kingdom. It will also explore how it works in practice, potential issues that may arise with betting companies, and the possible outcomes of using this approach.
This is written to help you make informed decisions and better understand how betting promotions function within the rules set out by both operators and UK law.
What Is Matched Betting?
Matched betting is a strategy used by some individuals who look to use any potential free bet promotions offered by online sportsbooks. A sportsbook is a website that allows customers to place bets on sports events, such as football or tennis matches. These websites often offer promotions like “Bet £10, Get £10 Free” to try and encourage people to sign up or keep placing bets.
Matched betting involves placing two bets on the same event:
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A back bet: This is a bet on a specific outcome to happen. For example, you might bet on a football team to win a match. This is usually placed with a sportsbook.
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A lay bet: This is a bet on that same outcome not to happen. In other words, you're betting that the team will either lose or draw. This is placed through a betting exchange, which is a platform that lets people bet against one another, instead of against the company.
The idea behind matched betting is to try and cover all outcomes of an event so that, no matter what happens, one of the bets wins. Some people use this method to try and extract value from the free bets, rather than from trying to predict sporting outcomes.
However, this strategy is largely dependent on having access to specific types of promotions. These promotions may not always be available, and terms can vary.
How Does Matched Betting Work?
To understand how matched betting works, consider a simple example. Let’s say a betting site is offering a promotion where, if you place a £10 bet, you’ll receive a £10 free bet in return.
You might:
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Place your first £10 back bet on a football team to win using the sportsbook.
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At the same time, you go to a betting exchange and place a £10 lay bet against that team winning.
If the team wins, your back bet wins and your lay bet loses. If the team doesn’t win, the lay bet wins and the back bet loses. Either way, you may potentially break even on this first round, just to qualify for the free bet.
You then use the £10 free bet and repeat the process:
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Place the free bet on one outcome (e.g. a tennis player to win).
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Place a lay bet against that outcome on the exchange.
This time, because you didn’t pay for the second bet (it was free), one of the bets could possibly result in a small profit—depending on the odds and how much commission the exchange takes, which is usually around 2% to 5%.
It's important to note that for this to work, the odds at the sportsbook and the exchange need to be close enough to try and avoid large losses. If odds change suddenly or are not carefully checked, the result may be a loss rather than a gain.
Matched betting requires careful tracking of numbers, understanding how odds work, and frequent checking of terms, which vary between sportsbooks.
Is Matched Betting Legal In The UK?
Yes, matched betting is legal in the UK. There are no laws that prevent individuals from using this method, provided they are aged 18 or over and are betting with licensed operators.
In the UK, all gambling, including online betting, is regulated by the UK Gambling Commission (UKGC), which ensures that licensed operators meet legal standards for safety and fairness.
Although matched betting is legal, it is not necessarily permitted by betting sites. The legality relates to UK law, not the rules set by private companies. Most sportsbooks include specific terms in their promotions that limit how offers can be used. If a betting company believes that someone is using promotions in a way they did not intend—such as placing opposite bets to try and secure a guaranteed outcome—they may apply restrictions to the account.
In some cases, this could mean:
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Removal of access to future promotions
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Reductions in the amount you are allowed to stake
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Full closure of the betting account
This is not illegal—bookmakers are allowed to decide how they offer and manage their promotions. Their terms and conditions usually explain the reasons for such actions. If you're unsure about whether something is allowed, it may be a good idea to read these terms in full before participating.
Can Bookmakers Ban You For Matched Betting?
Yes, they can. While matched betting does not break the law, it can conflict with a sportsbook’s internal rules. Betting sites create promotions to try and encourage ongoing participation in their services. These offers are typically designed for customers who regularly place bets in the usual way— trying to predict outcomes of events, without laying the opposite result elsewhere.
Bookmakers often use software to monitor betting behaviour. If a customer’s activity shows signs of consistently using offers in a certain way, or removes the role of chance—such as placing matching back and lay bets—they may view that as a breach of terms. This could result in limitations being placed on the account.
These restrictions could include:
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Preventing access to free bets or bonuses
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Limiting how much you can potentially win from a bet
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Closing the account completely
Once an account is restricted, it can be difficult or impossible to reverse the decision. Each sportsbook handles this differently, and decisions may vary between companies. There is no standard industry rule for how matched betting is treated.
Is Matched Betting Worth It?
Whether matched betting is worth the effort depends on a range of factors, including how much time you’re willing to spend, your understanding of the betting process, and your expectations.
The process involves using betting sites and exchanges, checking odds across platforms, and making sure each step is done correctly. It also requires reading and understanding the detailed terms and conditions of offers, which can be lengthy and complex. Mistakes in calculations or choosing the wrong odds have the potential to result in losses, not gains.
Sports betting, including matched betting, involves a level of uncertainty. Even with matched bets, outcomes may not go as expected if the odds move suddenly, or if promotions are not applied as assumed. There are no guarantees of profit.
You also need to consider that bookmakers can restrict your account at any time if they suspect you’re not using the service in the way it was intended. This may reduce your access to offers and limit what you can do in the future.
If matched betting is detected, the consequences can be significant. While not illegal, it often breaches the terms and conditions set by betting companies. These terms usually state that promotions are intended for genuine recreational use. If an account is found to be using offers in a way that the operator considers manipulative—for example, repeatedly placing opposing bets —it could be flagged.
This might lead to removal of access to any potential free bet promotions, stake limits, or full account closure. These decisions are typically final, and once an account is restricted for this reason, it may be difficult or impossible to regain access to similar offers in the future.
*All values (Bet Levels, Maximum Wins etc.) mentioned in relation to these games are subject to change at any time. Game features mentioned may not be available in some jurisdictions.
**The information provided in this blog is intended for educational purposes and should not be construed as betting advice or a guarantee of success. Always gamble responsibly.