Best existing customer offers from UK bookmakers

Updated October 2026

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Existing customer offers are the deals a bookmaker hands a player who has already signed up: a free bet on a big race, a price boost on the acca, a money-back token when one leg lets you down. They are also the corner of the market where the marketing does the most work and the arithmetic does the least, which is why a careful look at the small print is worth the time it takes. This page works through what a UK bettor actually receives from the ten operators the Gambling Commission licences for remote betting in Great Britain, and what the promotion rules in force since 19 January 2026 do to the value of those offers. Where this page differs from a glossy comparison is that it shows what each offer costs in turnover, what the minimum price is, and how long the token lives, then asks whether the deal is worth taking.

Data current as of 27 October 2026, verified against the Gambling Commission’s public register of operating licence holders.

Bonuses and free bets: the shape of an existing customer offer

An existing customer offer sits on top of an account that already exists, which changes the conversation. The big sign-up deals are gone: the matched deposit, the “bet £10 get £30” headline. What replaces them is a quieter stream of value, and that stream is worth measuring on its own terms.

The first thing to understand is that “free bet” is not a gift. The token has a real-odds value, an expiry, and almost always a minimum price at which it can be used. The winnings come back, the stake does not. A £10 free bet at decimal odds of 4.00 returns £40 in profit if it lands: £10 × (4.00 − 1) = £30 from the price plus £10 in profit on the margin between the token and the actual stake, in the loose arithmetic readers sometimes apply. In the strict reading every operator applies, the stake of a free bet is the operator’s risk, and only the profit returns. The distinction matters because every existing customer offer built around a free bet quietly assumes the reader has understood it.

Three structures recur across the brands reviewed below.

A price boost is the bookmaker raising its own price on a market for a window, usually a few hours. A typical Supercharge from Kwiff can lift a price from 2/1 to 20/1 on a chosen selection. The bet is paid at the boosted odds, but only on stake amounts up to a stated cap; over that cap the price reverts to the standard board. The value of a price boost is the size of the lift times the cap on stake times the actual probability the selection wins, and most of those three numbers are small.

An acca insurance refunds a stake, usually as a free bet, when one leg of a multi lets you down. BoyleSports’ version needs a £5 minimum stake, minimum 1/2 per leg, and refunds up to £20 as a free bet that lives for seven days; only bets placed and settled on the same day count. Acca Loyalty from the same shop works the other way: pay in five or more settled legs at minimum combined odds of 3/1 and pick up a free bet after the seven-day clock starts. The net value depends on the price of the leg you would have lost and the size of the cap.

A free bet token is a one-shot credit the operator adds to the account after a trigger: place a £10 single on the Saturday racing, get a £5 token the following week. The token expires, the stake is not returned, and a minimum price almost always applies.

Two regulatory facts frame the whole shelf.

First, since 19 January 2026 the Gambling Commission has capped wagering requirements on bonuses at 10x. A £10 bonus that previously carried a 50x wagering requirement needed £500 of qualifying bets; under the cap no more than £100 is needed to clear it. The cap is a meaningful tightening of what an offer can ask of a customer before the winnings become withdrawable. Whether it applies to a free bet with no wagering condition at all is not established in the Commission’s published material, and brands in this market have built their existing-customer offers around exactly that kind of token.

Second, the same rules ban mixed-product promotions: an offer that asks a customer to gamble on two or more product types, for example betting and casino, in order to unlock a single reward. A deal that says “bet on football to get free spins” is no longer lawful to advertise to a GB customer. That is why every offer below is described in its sports-betting terms alone: casino credit, free spins and similar hooks are absent by design.

The arithmetic of clearing an offer depends on three numbers, and each one is in the operator’s own terms. The wagering multiple is how many times the bonus (or bonus plus deposit) must be turned over before the winnings become cash. The minimum price is the threshold below which a bet does not count. The expiry is how long the bonus window stays open. Coral’s welcome offer — included here because it is the template the existing-customer promotions copy — is “bet £20 at minimum odds of 2.0 (1/1), get £40 in free bets within 7 days, expiring 7 days after issue”. Worked through the bonus-turnover calculation the Commission now caps, and assuming the qualifying £20 bet is the only amount wagered before the free bets arrive, the £40 in free bets is not subject to a turnover condition. What the customer still pays is the bookmaker’s margin on every bet they put the free bet on, which is the same edge they would face on any market. The lesson is that “no wagering requirement” is not “no cost”: the cost lives in the price, not in the turnover.

How we ranked the ten best existing customer offer bookmakers

A ranking of existing customer offers is a less fixed thing than a ranking of welcome offers. The market changes weekly: a Supercharge lands on Friday, an acca insurance promotion rotates out on Sunday. What this page does is rank the ten Gambling Commission-licensed remote operators that hold the strongest standing roster of existing-customer mechanics — the ones whose offers recur, whose terms are publicly stated, and whose track record in the GB market gives the reader a sense of what will actually arrive in their account on a Tuesday in March.

The criteria are five, and each carries weight.

Strength of the standing offer means how often a free bet, boost or insurance lands in a normal week without the customer having to chase it. Coral’s free daily Reward Shaker and William Hill’s Football Acca Boost (running until 30 May 2027) are stronger on this criterion than a token that requires a £50 weekly turnover to unlock.

Quality of the boost mechanics is what a Supercharge, an Odds Booster or a Bet Builder+ actually does to a price, and how large a stake it covers. bet365’s Super Boosts and Bet Builder+ winnings boosts apply on Bet Builders and selected singles, not on a narrow list of marketing fixtures.

Transparency of terms is whether the small print is on the operator’s own help pages in plain English. QuinnBet states that its free bets are valid for 7 days from credit, can be used on any market at odds of 1/2 (1.5) or greater with maximum odds of 50/1, and that Trixies, Patents and Yankees are not allowed. A reader who knows these things before clicking is a reader who can compare two offers properly.

The licence standing is the register entry itself: an account number on the Commission’s public register, a remote general betting standard (real events) category for sports, and a UK domain that resolves to a GB-facing site. Every operator ranked on this page holds that licence, with the account numbers listed below.

Finally, the cross-product fit: whether the offer sits inside a sportsbook that does the basics well in-play, on the acca, and on cash out, so that the offer is not the only reason to keep the account open.

The full ranking, with each operator’s existing-customer mechanics explained in plain English, sits below in the operator write-ups. The table above is the licence-and-terms snapshot; the write-ups are the comparison.

Existing customer offers in Great Britain: what the rules actually do

The Gambling Act 2005 is the statute that authorises every commercial betting market in Great Britain — England, Scotland and Wales. Northern Ireland sits outside the Act and has its own older law, so a “GB licence” never covers a customer there. The Commission itself is a non-departmental public body, sponsored by the Department for Culture, Media and Sport, and the public register it keeps is the only place a check on whether a brand holds the licence the Act requires can be done properly.

Three licence categories do most of the work for sports betting. A remote general betting standard (real events) licence covers ordinary sportsbook wagering on real fixtures. A remote betting intermediary licence is the one held by exchanges such as Smarkets, where customers back and lay against each other rather than against the house. A remote general betting limited licence is for narrower offerings. Every operator ranked below holds a real-events licence on the register; Smarkets additionally holds a betting intermediary licence.

The promotion rules in force since 19 January 2026 apply to every customer-facing offer a licensed operator advertises in GB. Wagering requirements on bonuses are capped at 10x, and mixed-product promotions are banned. The cap is unambiguous on a cash bonus with a turnover condition: a £10 bonus that previously asked for 50x of qualifying bets, £500 in turnover, now asks for no more than £100. The cap’s application to a free bet with no wagering condition at all — the kind of token that makes up the bulk of existing-customer offers — is not established in the Commission’s published material. Operators in this market have read that gap carefully and a great many existing-customer offers are now built around tokens with no turnover requirement, an expiry, a minimum price, and a stake-not-returned clause.

The financial vulnerability check is the other rule a careful reader should know about. Since 28 February 2025 a licensed remote operator must run a public-records check on a customer whose deposits minus withdrawals exceed £150 in a rolling 30-day window. The check looks at publicly available records such as bankruptcy or county court judgments; it is not a credit reference check, and it is not an income check. The “financial risk assessments” the press calls affordability checks are a separate, staged Commission plan announced on 7 July 2026, with no published start date. Until a start date is in force, the £150 vulnerability check is the affordability rule that operates.

Identity verification, the rules on credit cards and the bonus cap together mean a licensed GB sportsbook looks different from an offshore one. Verification runs before the first deposit, including for a free bet or bonus, with name, address and date of birth checked. Credit cards have been banned for gambling in GB since 14 April 2020, including credit-card-funded e-wallet payments. A £500 deposit at a GB-licensed book goes through after a credit check on the customer, a £500 deposit at an offshore book may go through without one; the licensed book is harder to use, and that is the design.

Responsible gambling and the cost of an offer

Existing customer offers are, on their face, are a page about value. The other side of that page is the cost of chasing them, and the GB framework is the strictest in the market on that point.

GAMSTOP is the multi-operator self-exclusion scheme, mandatory for online operators since 31 March 2020. The minimum period is six months, with one-year, five-year and five-year-with-auto-renewal options, and after the minimum period the exclusion stays in force for a further seven years unless the customer asks GAMSTOP to remove it. GAMSTOP covers online sites and apps; betting shops use a separate self-exclusion service. Every GB-licensed online operator takes part, and there is no comparable scheme at an unlicensed brand.

Deposit limits are a customer-set tool the operator must offer, with the rules in the Remote Technical Standards. The Commission’s first changes took effect on 31 October 2025, and a second phase was postponed to 30 September 2026; whether the second phase is live is not established. There is no state-set deposit or loss ceiling for betting: the £150-a-month figure that surfaces in some reporting is the threshold above which a vulnerability check runs, not a limit the customer is forced into.

Help when something has gone wrong is straightforward: GamCare runs the National Gambling Helpline, GambleAware publishes guidance, NHS gambling clinics offer treatment, and Gamblers Anonymous runs peer-support meetings. Each of these is named, funded and outside the operator. A customer who finds the offer shelf useful should also know where to find help if the offers stop being a choice and start being a chase.

A short framing, because it is worth saying plainly. A licensed GB sportsbook means identity verification before the first deposit, GAMSTOP coverage, a 10x cap on bonus wagering, a £150-a-month vulnerability check, and no credit cards. An offshore sportsbook means none of those things and possible loss of funds. Neither is the “safe choice” by default; the licensed book is the one in which the British consumer protection regime operates, and an offer on an unlicensed site is unprotected by it.

BetTom — 50% back as a free bet of up to £50

BetTom’s sports welcome offer is 50% back as a free bet of up to £50, with a matching 50% back up to £50 as free slot funds for casino play. The structure is on the older side for a GB market in 2026, where the Commission’s mixed-product promotion rules now ban the casino hook on a sportsbook offer; the welcome bundle as advertised sits in the period the rules took effect and a reader checking the live terms should read what the operator is currently showing in the app before opting in.

The existing-customer shelf is built on the same 50% mechanic the welcome offer uses, and the daily free bets the App Store listing advertises sit alongside it. The £50 cap is moderate by the standards of the rest of the page; Kwiff’s Supercharge can lift a price from 2/1 to 20/1, William Hill’s Acca Boost caps at £10,000 per online bet, and Coral’s Reward Shaker lands daily rather than weekly. BetTom is the right shop for a customer who wants a smaller, predictable token in their account each week and is happy to read the terms each time.

Bet Tom Limited is the licence holder, account 64959, with the categories remote general betting standard (real events).

Verdict: a modest offer shelf with a clean licence record and a welcome bundle that the reader should re-check against the live terms before opting in.

Coral — daily Reward Shaker and a strong welcome template

Coral’s sports welcome offer is the template the rest of the page keeps coming back to: bet £20 at minimum odds of 2.0 (1/1), get £40 in free bets within 7 days, expiring 7 days after issue. The qualifying bet must use a debit card or instant bank transfer. The £40 in free bets is split into tokens that follow the operator’s standard expiry rules, and the stake is not returned on a winning free bet. Worked through the bonus-turnover calculation the Commission now caps, and assuming the qualifying £20 bet is the only amount wagered before the free bets arrive, no further turnover is required on the free bet value itself. The cost the customer pays is the margin Coral takes on every market the free bet is placed on, which is the same edge they would face on any bet.

The existing-customer shelf is the more interesting part. A free daily Reward Shaker, an Odds Booster on hundreds of markets, and a free-to-play Football Super Series with a £10,000 jackpot sit on top of the standard acca insurance and price boosts. The Reward Shaker is the standout: a daily free-to-play game in which a customer shakes a virtual device for free bet prizes, with no qualifying bet required. For a customer who already has a Coral account, the daily mechanic is the strongest standing offer on this page for a customer who is happy to log in every day.

Coral is held by LC International Limited, account 54743, with the categories remote general betting standard (real events) and remote betting intermediary. The licence is the wider one Ladbrokes and Coral both run under, which is why a register search for either brand returns the same account number.

Verdict: the strongest daily existing-customer mechanic on the page, a clean welcome template under the new bonus cap, and a licence standing that has covered the British high street for decades.

Dabble — bet £10, get £10 in free bets

Dabble’s welcome offer is the simplest one on the page: bet £10, get £10 in free bets on a first deposit for new customers, with a minimum price applying, a 7-day free bet expiry and the stake not returned. There is no matched-deposit ladder and no multi-leg qualification. For a customer who wants to test a new sportsbook with the minimum possible outlay, the Dabble structure is the lightest in the comparison.

The existing-customer mechanics sit on the same simple register: small free bets with short expiries, social-feed features the App Store listing advertises, and the kind of price boost that lands in a customer’s account when one of their followed selections moves. The 7-day expiry is shorter than QuinnBet’s 7 days and Sky Bet’s token rules, and the stake-not-returned clause is universal on free bets in this market.

Dabble Sports UK Ltd is the licence holder, account 65677, with the category remote general betting standard (real events).

Verdict: a clean minimum-outlay welcome offer and a tightly-built existing-customer shelf, best for a customer who wants to keep their account light.

Sky Bet — £30 in free bets as three £10 tokens

Sky Bet’s welcome offer is £30 in free bets, credited as three £10 free bet tokens after a deposit of at least £5 and a first single or each-way bet of at least 5p at odds of 1/1 or greater. The 5p minimum bet is the lowest trigger on this page, and the three-token structure means the customer has three shots at a market rather than one. Worked through the bonus-turnover calculation, and assuming only the qualifying 5p bet is wagered before the free bets are credited, the £30 in free bets carries no further turnover requirement; the cost is the margin Sky Bet applies to the markets the tokens go on.

The existing-customer shelf is built around Sky Bet’s daily free bet club and the Super Boost mechanics the operator runs on the day’s headline fixtures. For a customer whose account is already open, the daily free bet club is the standing offer worth measuring: a free bet token that lands in the account after a stated weekly turnover, with a stated expiry.

SBG Sports Limited is the licence holder, account 67370, with the category remote general betting standard (real events).

Verdict: the lowest-trigger welcome offer on the page, a daily free bet club for existing customers, and a licence standing built on the Sky Betting and Gaming group that has run a GB sportsbook for decades.

Kalooki Sportsbook — Best Odds Guaranteed and instant withdrawals

Kalooki Sportsbook’s standing offer is Best Odds Guaranteed on UK and Irish horse racing, in-play betting, daily boosts and extra place races. The Best Odds Guaranteed mechanic is the standout: if a customer takes a price on a horse at, say, 5/1 and the starting price returns a bigger number, the bet is paid at the bigger number. For a customer who bets on UK and Irish racing regularly, BOG is the single most valuable standing offer in the market, and Kalooki is one of the smaller brands that has built a public position on it.

Instant withdrawals by bank transfer within minutes sit alongside the racing offer. The withdrawal mechanic matters for existing customers because it determines how quickly a winning free bet can be turned back into cash; a token that takes three working days to clear is worth less in practice than a token that lands in the account the same morning. Kalooki’s instant withdrawal claim is one of the few in this market that runs through bank transfer rather than e-wallet only.

The welcome offer is not stated for this brand. A reader who wants to compare the welcome and existing-customer offers should check the operator’s own pages rather than rely on the comparison above.

Kalooki Sportsbook Limited is the licence holder (account 57730) for remote general betting standard (real events). The brand is a GAMSTOP member.

Verdict: the strongest racing-focused offer on the page, with a payout mechanic that few brands in this market match, and a licence standing worth checking directly on the Commission’s register.

Sporting Index — fixed-odds and spread betting under one roof

Sporting Index’s new-customer offer sits in a market of its own: a £10 fixed-odds bet at minimum odds of 1/2 unlocks three £10 fixed-odds free bets, three £5 Total Goals spread bets, three £5 Winning Favourites spread bets and a £1 Race Index spread bet. The qualifying bet cannot be placed in play or cashed out early. The structure mixes fixed-odds and spread betting in a single offer, which is a different shape from the rest of the page and worth understanding before a stake is committed.

Spread betting is the part that needs care. A Total Goals spread bet of, say, 2.7–2.9 means the customer sells at 2.7 or buys at 2.9 depending on the side, and the win or loss is the difference between the spread and the outcome multiplied by the stake. A £5 spread bet on Total Goals can return more or less than a £5 fixed-odds bet on the same fixture, and a losing spread bet can lose more than the stake. Sporting Index is regulated for fixed-odds betting by the Commission and operates spread betting under its own house rules, in the same way Spreadex does.

For an existing customer, the value of the offer is the fixed-odds side; the spread tokens are a way to try a different market with house money. A customer who already uses Sporting Index is likely keeping the account for the spread markets, in which case the existing-customer offer is a steady stream of fixed-odds tokens to use on the football.

Sporting Index Limited is the licence holder (account 27343) for remote general betting standard (real events).

Verdict: the only operator on this page that mixes fixed-odds and spread betting in a single offer, and a sensible pick for a customer who already uses the spread side.

Copybet — Acca Booster up to 100% and a 15% Daily Profit Boost

Copybet’s two standing offers are an Acca Booster of up to 100% cash bonus on accas of three or more selections and a Daily Profit Boost of up to 15%. The Acca Booster is the headline: a cash bonus, paid in money rather than as a free bet, which is rarer than the rest of the page implies. A cash bonus on a winning acca is a sum of money paid into the withdrawable balance; a free bet on the same acca would be a stake-not-returned token with its own expiry.

The 15% Daily Profit Boost is a smaller, recurring version of the same mechanic: a percentage on top of the winnings of a settled bet, capped at a daily ceiling, with the operator’s own terms stating the eligible markets. For a customer whose account is already open, the daily mechanic is the more regular source of value.

Copybet’s model is built on following other customers’ bets, which is what the name says; the existing-customer shelf reflects that, with boosts designed to reward acca users rather than single-bet punters. A customer whose natural bet is a five-fold acca on the Saturday football is the right reader for this shelf.

Copybet UK Limited is the licence holder (account 53774) for remote general betting standard (real events).

Verdict: the rare cash bonus on the page and a 15% daily boost, best for a customer who bets in multiples rather than singles.

QuinnBet — 7-day free bet rules stated in plain English

QuinnBet’s free bet rules are stated more clearly than most of the rest of the page. Free bets are valid for 7 days from credit, can be used on any market at odds of 1/2 (1.5) or greater with maximum odds of 50/1, and straight accumulators are allowed but Trixies, Patents and Yankees are not. The 1/2 floor and 50/1 ceiling define the band the free bet must be used in, and the exclusion of multi-leg combination bets is the small print that catches customers who do not read it.

For an existing customer, the value of the offer is the standing roster of acca and bet builder promotions the operator runs on the week’s fixtures. QuinnBet’s shelf is not the largest on the page, but the terms are stated clearly enough that a reader can compare one promotion against another without having to dig into the help pages.

QuinnBet (Gibraltar) Limited is the licence holder (account 61011) for remote general betting standard (real events).

Verdict: a clean, well-stated offer shelf, best for a customer who reads the small print and wants to know the band before clicking.

10bet — 100% up to £50 betting bonus

10bet’s App Store listing advertises a 100% up to £50 betting bonus for UK sign-ups, plus daily free bets and free spins. The welcome bonus is the standout figure on the page at face value, but the daily free bets and free spins sit alongside it, and a reader should know that the free spins are a casino hook the Commission’s promotion rules now restrict in mixed-product offers. The bonus terms on the live site should be checked before any stake is committed.

The existing-customer shelf is built around daily free bets the operator runs on headline fixtures. For a customer whose account is already open, the daily free bet is the standing offer worth measuring.

Blue Star Planet Limited is the licence holder (account 43173) for remote general betting standard (real events).

Verdict: a high-headline welcome bonus whose terms deserve a careful read, with a daily free bet standing offer that fits a regular-punter rhythm.

Smarkets — SBK sportsbook with a £60 free bet offer

Smarkets runs the SBK sportsbook, whose UK welcome offer is a £20 first deposit and £20 bet at minimum odds of 3.0 for £60 in free bets within 48 hours, with Cash Out, Bet Builder and live horse racing streams. The minimum price of 3.0 is the highest trigger on this page, and the £60 in free bets is the largest headline figure, so a customer who can place a single at 3.0 picks up a meaningfully larger token than the rest of the shelf.

The minimum odds of 3.0 (2/1 in fractional form) is a deliberate filter. A £20 bet at 3.0 has £40 of profit if it wins, which is the same £60-in-free-bets token the customer receives when the bet lands. Worked through the bonus-turnover calculation, and assuming only the qualifying £20 bet is wagered before the free bets are credited, the £60 carries no further turnover requirement. The cost is the margin SBK takes on the markets the free bets go on.

For an existing customer, the standing offer is the SBK price boost mechanic on the day’s fixtures, alongside the Cash Out and Bet Builder features that the sportsbook runs across football, horse racing and the in-play schedule. A customer who already uses the Smarkets exchange picks up SBK as a free-bet-funded way to take a fixed-odds position.

Smarkets (Malta) Limited is the licence holder, account 39173, with the category remote betting intermediary. The intermediary category is the licence type for an exchange; SBK’s sportsbook runs under the same licence.

Verdict: the highest-trigger welcome offer on the page and the largest single free bet bundle, paired with an exchange-grade licence.

Frequently asked questions about existing customer offers in the UK

What is the maximum wagering requirement on a betting bonus in Great Britain?

Since 19 January 2026 the Gambling Commission has capped wagering requirements on bonuses at 10x. A £10 bonus at 50x wagering needed £500 of qualifying bets; under the cap no more than £100 is needed before winnings become cash. The cap applies to a cash bonus with a turnover condition. Whether it applies to a free bet with no wagering condition at all is not established in the Commission’s published material, and many existing-customer offers are built around tokens that carry no turnover requirement at all.

What do minimum odds and the wagering requirement mean in a sign-up offer?

The wagering requirement is the multiple of the bonus (or bonus plus deposit) that must be turned into qualifying bets before winnings become withdrawable, and the 10x Commission cap applies to it. The minimum odds are the price below which a bet does not count as a qualifying bet; Coral’s £40-in-free-bets offer requires the qualifying bet at minimum odds of 2.0, so a bet at 1.8 would not unlock the free bets. The two numbers together define how much betting the bonus takes.

Why is the stake of a free bet not paid back with the winnings?

A free bet is a token the operator credits to a customer’s account; the stake is the operator’s risk, not the customer’s. If a £10 free bet at decimal odds of 4.00 wins, the customer receives £40 in profit (£10 × (4.00 − 1)), not £50. The distinction is in every operator’s standard free bet terms and is the reason a free bet’s real value is smaller than the headline figure suggests. The value calculation is what the free bet is worth on average over many uses, not what it wins on a single outcome.

Can a bet on sport be tied to a casino bonus under the Commission’s promotion rules?

No. The promotion rules in force since 19 January 2026 ban mixed-product promotions, which the Commission defines as offers that require a customer to gamble on two or more product types such as betting, casino, bingo and lottery. A deal that says “bet on football to get free spins” is no longer lawful to advertise to a GB customer. Several legacy welcome offers in this market still carry the casino hook; the live terms should be checked before opting in.

How can it be checked that a bookmaker holds a Gambling Commission licence?

The Commission’s public register can be searched by business name, trading name, domain or account number, and is the only place a proper check can be done. Every operator ranked on this page holds an entry; the account numbers are listed in the table above. A GB-licensed operator uses .com as well as .co.uk, so the domain alone proves nothing. The register entry, not the marketing, is the test.

Are betting winnings taxed in Great Britain, and who pays General Betting Duty?

The customer pays no tax on betting winnings in Great Britain; this is general information rather than tax advice, and a professional gambler should ask HMRC or an adviser. General Betting Duty is the operator’s tax on gross profits, currently 15%, with a new remote betting rate of 25% applying from 1 April 2027 within the duty. From that date remote bets on UK horse racing, bets on self-service betting terminals in licensed premises, pool betting and in-person betting stay at 15%. Until 1 April 2027 the remote rate stays at 15%. The duty is the operator’s, not the punter’s.

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