Bookmaker termsGlossary
Welcome offer
Also known as: Sign-up bonus, New customer offer
A bookmaker promotion for new account holders, typically structured as "bet £X get £Y in free bets" or a deposit-match bonus. UK welcome offers are regulated by the Gambling Commission and ASA — all terms must be clearly stated. Face value usually exceeds genuine expected cash value by 50-70% because of stake-not-returned mechanics.