Novelty, Awards and Entertainment Betting Guide

Novelty and entertainment betting sits alongside traditional sports markets and offers a different way to engage with televised events and cultural moments.

This guide explains how those markets work, how they compare with football and horse racing liquidity, and how to approach them responsibly as an adult.

How bookmakers create novelty and entertainment markets

Bookmakers set novelty markets using a mix of public sentiment, historical precedent and liability limits that mirror how they approach football and horse racing books.

These markets can be volatile and low-liquidity compared with major sporting events, so the odds move rapidly and margins can be wider.

UK Awards and Entertainment Betting

One of our famous gambling company’s motto used to be: ‘It matters more when there’s money on it’.

A good marketing line aimed at those who are regular sports watchers, but it can also be applied to novelty betting such as reality and awards shows as well as bets on the Royal family.

Cultural Gambling

Cultural gambling, as it was once titled, is believed to have become the norm for gambling firms in the 1960s. Ladbrokes was an early adopter as they were the first firm to offer odds on the next leader of the Conservative Party and then the winner of the General Election.

The fact that a gambling firm was legitimising betting on non-sporting events saw journalists come to gambling firms for odds for any event. There were betting markets on the name of a new royal baby, a Christmas number one for the billboard charts, and the Oscar winners.

Wider Betting Opportunities

Although nearly a year off, odds are already being offered for next year’s Oscars, with Jessica Chastain installed as 3/1 favourite to pick up either Best Actress or Best Supporting Actress.

Other popular markets include the next James Bond. With Daniel Craig expected to bow out from the role a number of actors have been mentioned as the potential successor: Tom Hardy (2/1), James Norton (2/1), Rege-Jean Page (5/1) and Sam Heugan (6/1).

Why awards and entertainment markets appeal to punters

These markets attract casual punters who enjoy backing personalities and storylines rather than form guides and statistics from football or horse racing.

They create social engagement around TV nights and ceremonies and can be a low-stakes way to feel involved while watching live.

Types of novelty markets offered by UK bookmakers

Bookmakers list markets for awards shows, reality TV winners, chart positions, political events and royal family milestones alongside special prop bets.

Some firms also offer micro-markets such as who will sing first or what colour dress a nominee will wear, though availability varies by operator.

How odds are set and how markets move in-play

Odds are influenced by media coverage, betting volume and insider knowledge leaks; prices react quickly to new information and public money.

In-play and live markets are emerging for some TV shows, allowing odds to change during broadcasts in a similar way to in-play football betting.

Regulation, legality and bookmaker responsibility in the UK

All UK bookmakers offering novelty markets must be licensed by the UK Gambling Commission and follow rules designed to protect customers and ensure market integrity.

Operators have duties to monitor markets, restrict suspicious activity and provide clear terms and age verification to prevent under-18s from betting.

Tips for researching novelty wagers without promoting risk

Check bookmakers’ terms, examine past outcomes for similar events and compare odds across firms before staking money.

Use small, pre-set stakes and treat novelty bets as entertainment rather than investment, keeping them separate from regular football or horse racing bankrolls.

Checking market history and bookmaker movement data

Where available, review previous editions of the event to understand typical favourites and how frequently outsiders win.

Comparing opening and current odds across several bookmakers can reveal where value or overreaction exists.

Understanding variance and small-sample outcomes

Novelty markets often have high variance because there are fewer comparable data points than in football leagues or horse racing seasons.

Expect surprises and accept that short-term results are unpredictable even when research suggests a sensible selection.

Responsible bankroll steps for novelty and TV bets

Decide an entertainment-only stake limit before you place any novelty bet and never exceed that limit to chase losses.

If gambling causes stress or impacts finances, seek support and consider tools such as deposit limits, time-outs and self-exclusion.

Comparing novelty market liquidity with football and horse racing

Major football matches and big-race horse racing events attract far more money and thinner margins, making them more predictable in price movement.

Novelty markets can show larger price swings and higher margins, so bettors who are used to sports markets should adjust expectations and stake sizes.

How bookmakers manage risk on celebrity and cultural markets

Operators balance their books by adjusting odds, limiting stakes on individuals and hedging exposure when large liabilities form.

They may suspend markets or void bets if an event’s outcome is compromised or if the rules become ambiguous due to late changes.

How in-play TV betting could change viewing habits

Live betting on TV shows would increase interactivity but also raises regulatory and practical questions about fairness and timing when votes or decisions are delayed.

Any such product would still be subject to age checks and responsible gambling safeguards under UK rules.

Practical advice for experienced sports punters trying novelty bets

Apply the same discipline you use for football or horse racing: research, stake management and record-keeping for long-term review.

Remember novelty bets are more about enjoyment and the television experience than consistent returns.

Using bookmaker comparison tools responsibly

Compare odds, maximum stakes and market coverage to find the best option for a particular novelty bet before placing a wager.

Use comparison tools to inform decisions rather than chasing offers, and always check eligibility and wagering rules.

Responsible gambling and player protections for all bettors

Betting is for adults aged 18 and over only; if you are under 18 you must not gamble and should seek age-appropriate activities instead of betting.

Set deposit limits, use self-assessment tools and access customer support from operators if gambling feels out of control.

Where to get help if gambling becomes a problem

If you or someone you know is harmed by gambling, speak to the operator about support options and consider professional organisations for confidential advice.

Responsible gambling is part of enjoying betting as entertainment; use safeguards and take breaks when needed.

Novelty and entertainment betting can add extra interest to television events, but it is important to treat these markets as entertainment rather than a money-making strategy.

You can explore current bookmaker offers and compare odds through our tools if you choose to bet responsibly and are 18 or over.

For a list of our recommended bookmakers and their current free bets for new customers, see https://bestofbets.com/free-bets.

To view offers from our affiliated casino partners, including bonus deals for new customers, visit https://bestofbets.com/casino-bonus.

Are novelty and awards bets legal with UK bookmakers?

Yes. Licensed UK bookmakers may offer novelty markets, but all betting is restricted to people aged 18 and over and subject to UK Gambling Commission rules.

How do odds for non-sporting markets compare to sports?

Odds can be wider and move more sharply in novelty markets due to lower liquidity and higher uncertainty than typical football or horse racing markets.

Can I place in-play bets on TV shows and awards?

Some operators experiment with in-play novelty markets, but availability varies and firms must maintain fairness and clear rules for any live betting product.

What should I know about staking on novelty markets?

Set modest stakes, treat novelty bets as entertainment, and avoid using funds intended for essential bills or savings.

How do bookmakers manage risk on celebrity markets?

They limit stakes, adjust odds quickly, and may hedge exposure when a market generates significant liability or traffic.

Are there special rules for betting on the Royal family?

Bookmakers may restrict some markets relating to the Royal family and will apply terms to avoid encouraging disrespectful or exploitative markets.

Where can I compare bookmaker odds and free bets?

Use reputable comparison tools to see odds and introductory offers, and always review terms, wagering requirements and age verification before using any promotion.