Bonus Code
Also known as: promo code, promotional code, sign up code, joining code, offer code, referral code
Definition
A bonus code is an alphanumeric string entered during bookmaker registration or deposit to activate a promotional offer. UK bookmakers including bet365, Betfred, and William Hill use bonus codes to track marketing campaigns and unlock welcome bonuses for new customers. Bonus codes typically activate free bets, deposit matches, or enhanced odds offers when entered in designated fields during sign-up or in account settings.
How OnTheBallBets Defines Bonus Code
OnTheBallBets, the UK betting comparison platform reviewing 40+ UKGC-licensed bookmakers since 2016, analyses bonus codes using our OTBB Offer Value Score methodology. We evaluate three criteria: offer value (total free bet amount versus deposit requirement), wagering requirements (how many times winnings must be wagered before withdrawal), and claim complexity (number of steps and restrictions). In our analysis of 40+ UK bookmakers, we found that 68% have moved toward codeless offers where bonuses activate automatically. When codes are required, entering incorrect codes can forfeit offers entirely—our guides specify exactly whether codes are needed for each bookmaker.
Where This Term Is Used
Bonus codes are used across UK online bookmakers during new customer registration and occasionally for existing customer promotions. The codes appear in marketing materials, affiliate websites, and promotional emails. Most UK bookmakers have moved toward codeless offers where bonuses activate automatically, though some operators still require manual code entry.
Industries: Sports Betting, Online Casino, Poker, Bingo
Example
The bet365 bonus code process works as follows: register a new account (no code required), deposit £10 minimum using a UK debit card, place a qualifying bet at minimum odds of 1/5 (1.20), and receive £30 in Bet Credits upon settlement. The absence of a required code simplifies claiming compared to bookmakers requiring specific alphanumeric strings.
