Star Racing Limited

The Star Racing sites are StarSports Bet, NE Bet, AK Bets and McBookie.
Star Racing Limited is operated from Star House, 255 Old Shoreham Road, Hove, BN3 3ED.

Star Racing Limited Sites 2024

Star Sports Bet

There’s an important difference between StarSports Bet and the other three sites on this sports betting and casino network, and we’re not just talking about the fact that StarSports Bet is obviously named after Star Racing. This is the only one of the three sites that’s directly owned and operated by its parent company. The other two sites are both operated on a white-label basis, meaning they make use of Star Racing Ltd’s UKGC licence and software platform but are run by third parties. That makes StarSports Bet both the flagship of the network and the template. If other white-label Star Racing sites are made in the future, they’ll be based on this one. The StarSports Bet name tells you a lot of what you need to know about this site. It focuses on sports betting, and it has an expansive and varied range. Horse racing dominates the long list of active betting opportunities when you arrive at this site’s homepage, and other forms of racing also appear to be a speciality. Whether you’re looking to bet on motocross or the latest Formula 1 Grand Prix, you can do so at StarSports Bet. That’s not all the site is good for, though.

As is becoming common at top sports betting sites, StarSports Bet also has both an online slots casino and a live casino section. The site works with a handful of great providers to ensure that it’s able to provide a competitive portfolio of slots and games, including some well-known attractions and a few hidden gems. To cut a long story short, StarSports Bet is a very solid site that continues to perform well after more than a decade of operations.

NE Bet

NE Bet looks very similar to StarSports Bet – and that’s not a coincidence. As we alluded to earlier, StarSports Bet is the design template for sites on this network. In a lot of ways, NE Bet is StarSports Bet with different branding and a different logo. We think the name of this site is a play on words, as it’s pronounced “any bet.” In keeping with that idea, you can make almost any bet you like at this sports betting and casino site. The long A-Z betting list includes every mainstream sport in the UK, along with handball, Gaelic sports, MMA, and non-sporting betting categories like politics. It’s almost as comprehensive a betting site as StarSports Bet is, although we must say that we find the Illuminati-style triangle eye in the NE Bet logo a little unsettling.

Across the top of the NE Bet site, you’ll find an abbreviated set of betting categories, including in-play betting, virtual sports betting, casino and live casino options. The only category missing from the list when compared to StarSports Bet is greyhound racing, but you can still bet on greyhound racing at NE Sports if you wish. You’ll find the option in the A-Z list along with everything else. A glance at the casino section tells us that NE Sports offers the same range of slots and games as its sister site, which is hardly surprising given that this is a white-label casino. The biggest thing missing from NE Sports is promotions and incentives. There’s no welcome offer, no loyalty scheme and no perks of any kind. It’s an unusual approach to running a betting website in the 2020s, but the issue isn’t exclusive to NE Bet. We didn’t find any promotions at StarSports Bet either, so perhaps it’s just not something that Star Racing Limited does.

McBookie

McBookie gives you all the same things that you’ve already seen at StarStars Bet and NE Bet, but it presents all of those things with a Scottish flavour and also offers you a little bit more. Unlike its sister sites, McBookie offers promotions and bonuses – but they’re not open to everybody. You have to be a member of the McBookie Tartan Club in order to become eligible for promotions, and not everybody is welcome. In fact, there isn’t even a guaranteed way to become a member. The only information that McBookie offers about membership of the Tartan Club is that it comes by way of invitation-only, and there’s no specific route to getting an invitation. Players just have to keep betting and playing in the hope that one will materialise eventually. With that in mind, the loyalty scheme at McBookie could be looked at as being more frustrating than not having a loyalty scheme at all.

Tartan Club aside, you won’t find anything at McBookie that you won’t also find at NE Bet or StarSports Bet. It has the same A-Z list of betting categories, the same range of casino, live casino and virtual betting options, and the same list of providers. The only thing unique about it is its name and logo. Despite all that, we feel confident in saying that McBookie is a lot more popular “north of the border” than either of its sister sites are, so perhaps the Scottish branding is all the site needs in order to succeed.

AK Bets

The rise to prominence that AK Bets has experienced has been an amazing thing to watch. The company was founded in mid-2021 as little more than an in-person betting stall on the side of a horse racing track. Despite losing money on its first-ever day of trading – never a good thing for a bookie – its owners stuck it out and were soon making significant profits. By the end of 2022, they realised that they were going to have to move the AK Bets brand onto the internet if they wanted to take the business to the next level, and so that’s exactly what they did. After presumably reviewing all of the available options, they decided that Star Racing Limited was the perfect operator to partner with, and so the AK Bets website was designed on a white-label basis and went live at the beginning of 2023.

It goes without saying that the sports betting market in the UK is too crowded already, and it wouldn’t be untoward to point out that AK Bets could probably use a few more promotions if it wants to make a splash. That being said, the brand has shown tremendous potential for growth already in the short time it’s existed. It’s likely that the AK Bets website will grow as the months and years go by, and could one day become the outright biggest and best betting site on this platform. It has some way to go to catch up with Star Sports Bet, though.

About Star Racing Limited

Star Racing Ltd History

Star Racing Limited isn’t a company that likes to talk about itself. It’s very rare for a casino network company based in the UK not to have a customer-facing website, but Star Racing Ltd doesn’t. Nor does it own any social media accounts. That makes finding out information about the company more difficult than it ought to be, but there’s still some data out there if you know where to look at it. Fortunately, we do. Because of that, we can tell you that Star Racing Limited was formed in Hove in January 1999. We can also tell you that the company employs fewer than fifty people and yet managed to post a revenue figure of over £568m during the last financial year. Star Racing Limited is thought of as a “small” sports betting and casino company when compared to some of the bigger names in the business, but small companies don’t make money like that. The fact that the business seems to be so healthy is a testament to the leadership of its key principal Benjamin Keith and his fellow director Russell Candler.

Star Racing Ltd And StarSports Bet

When assessing Star Racing Limited as a business, it isn’t easy to separate Star Racing and StarSports Bet. The casino and sports betting site was the first that Star Racing Ltd ever launched and is still the only one that the company directly owns and operates. In many ways, StarSports Bet and Star Racing Limited are one at the same thing. Star Racing Limited might be the name on the door, but StarSports Bet makes all the money. In fact, StarSports Bet used to be called Star Racing. That was its name when the business launched in 1999, but back then, it wasn’t available online. Instead, you’d find Star Racing posts at many horse and greyhound racing tracks in and around Brighton and the south of England. It didn’t take long for the business to expand from those humble beginnings, though – and with those expansions came some acquisitions.

Star Racing acquired the formerly-independent bookmakers Vickers, Turner & Kendrick and Waldron. It’s since sold Vickers, but the other bookmakers and their assets were folded into the business. In 2009, Star Racing decided to diversify and create a distinction between Star Racing Ltd as a company and the betting brands that it operated. That’s when the old Star Racing betting brand was renamed to StarSports Bet, and the company’s website was relaunched. They now describe themselves as “the most exclusive private bookmaker in the world,” but we’re not clear on the criteria they’re basing that claim on. The company also claims to be “the delicatessen of bookmakers”, offering personalised service in an industry that’s increasingly full of faceless brands. They specialise in accepting large bets and point out to potential white-label partners that they can also offer a hedging facility to any bookmaker wishing to reduce its exposure. Star Racing Limited might not have a high profile, but it’s very confident about what it does and, judging by the financials at least, has every reason to be.

Nobody knows what the future holds for Star Racing Limited. We suspect that if they wanted to open another sports betting or casino website and operate it themselves, they’d have done it by now. Perhaps they’ll find more white-label partners and expand their business that way – or perhaps they’re more than happy with the way things are.

Full list of Star Racing Ltd Betting Sites

For the sake of clarity and completion, here’s a full list of every active Star Racing Ltd site that currently exists on the platform.

Active Star Racing Ltd Sites

• Star Sports Bet (starsports.bet)

White-Label Star Racing Ltd Sites

• Ne Bet (ne-bet.com)
• McBookie (mcbookie.com)
• AK Bets (akbets.bet)