LM Bookmaker review

LM Bookmaker otherwise known as Lance Michael Bookmaker are a well established South African bookmaker. Founded by Lance Michael himself, who has been a bookmaker for over 25 years. This makes him one of the must knowledgeable businessmen in the industry. They previously offered a generous 100% deposit match up to R2000 however it’s gone for the time being. They have a well run retail operation but for this review we are going to be looking at their online offering only.

LM Sports Betting

The LM Bookmaker landing page is a very interesting one indeed. We are not quite sure if we like it or dislike it. We like the overall feel as well as the layout, but the header banner does look a bit dated and the live betting section in the middle is very brightly coloured compared to the rest of the site, to be fair it’s certainly down to the individual tastes. Additionally the promotions banners are at the bottom right of the page is a bit strange but it works. It’s powered by the Turfsport software so it got solid framework and backing, we prefer the Turfsport feel (slightly) over the Bettech one too.


Support wise their call centre is available until midnight but they currently offer no live chat, they are however looking at bringing it back sometime in the future. Their overall service was helpful and friendly and we have no complaints to mention other than the lack of live chat. We’d like to add that several of our readers have emailed us to tell us about how good LM Bookmakers service is, we’re serious. The issues the readers had were quickly resolved and they were so impressed that they let us know, which means LM is very customer oriented.

Sports Betting

LM Bookmaker pride themselves on their competitive odds, we tested this claim on a Chelsea match and found them fairly competitive but not quite the best price. They are happy to lay big bets over the phone for customers and we’ve heard that they’ve taken bets of up to R300000 on a horse, provided it is on the race day. Unfortunately we don’t have R300000 to bet on a horse but we’re sure those that do will appreciate the opportunity to make some big bets.

LM Bookmaker

If you like your horse racing then you are going to love LM Bookmakers horse racing offering. They price up days in advance, unlike other bookmakers who price up on the day or even hours before the race. We tested their horse racing markets against two random bookies found the following : Sportingbet had not even have markets for the event, Betx had markets but they were S.P and suspended while LM Bookmakers had the entire race card priced up and available for betting. Very impressive and it’s something you’ll struggle to find elsewhere.

Another interesting fact is the extent of their inplay offering. They are one of the few books to offer inplay golf betting that covers all 4 rounds, we’ve seen a few books do this but it is fairly rare. LM bookmakers also price up their own Currie Cup / Super Rugby matches so they’re a site to keep an eye on if you want to grab some early value.


Super Rugby Money Back : Money back if your team makes the final and loses.

EPL Bore draw special : HT / FT correct score money back special.

Facebook and Twitter : Sign up through social media and get a betting voucher. (You need to sign up through their social media pages using a promo code, see links at the bottom of the review)

I-Pay Deposit Promo : Deposit with I-pay and your entire deposit up to 2k back, weekly!

Promotions are a big part of modern bookmaking and this is one area LM are lacking in. We did query their lack of promotions with them and their response was that customers were abusing the promotions. We do understand that is an issue but the odd generic promotions that other books run are easily replicated and hard to abuse. There are however enough promotions available for us not to mark them down too much.

Overall Experience

LM Bookmakers are a solid if not mandatory choice if you are looking at expanding your bookie network. Their site is solid and their odds are competitive. It’s nothing flashy but honestly it does not try to be so you have to respect that. If you are a big bettor and into your horse racing or rugby you’ll get great perks at LM Bookmaker, with early rugby and racing lines and them not being afraid to take a big bet you’ll be more than satisfied. It also does not hurt that they have one of the larger deposit match bonuses in South Africa.

Sign on bonus rating : 7.5/10* When available

Overall rating : 7.5/10

Find LM Bookmaker on Twitter



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roche van straaten
1 year ago

Been an employee for Ladbrokes racing in the UK for just over 10 years i am back in South Africa… Read more »

3 years ago

Where can I find the LM betting babe? Are there going to be more?

3 years ago

Great bookmakers! I took them up on their 100% bonus and after playing through the required wagering of 5x, I… Read more »

LM Bookmaker
3 years ago
Reply to  Brett

Hi Brett, thank you for the feedback it is appreciated. Regarding the search if you look at the top of… Read more »

3 years ago

Do you know what the wagering amount on the bonus is? Tnx J

3 years ago
Reply to  Jan

You need to place 5 times the bonus you receive. So if you get R2000 in bonus, you must place… Read more »

3 years ago

Any idea if they’ll be offering esports betting?That bonus sounds amazing.

3 years ago

hie can you send me a link to your website in zimbabwe…how do i bet,deposit money?

3 years ago

I’d like to apply to be an LM Bookmaker betting babes. Where can i apply? I’m a professional model and… Read more »

3 years ago

Hi can I bet on LM Bookmaker from Kenya? Do they accept Kenyan customers?

3 years ago

Can anyone tell me how iPay works?
Thanks Dawid.

LM Bookmaker
3 years ago
Reply to  Dawid

Hi Dawid, if you follow this link we have a YouTube video showing you how to use IPay: https://youtu.be/lj9Sv-qPrIM It… Read more »

Pierre De Vos
3 years ago

Guys, they look good to me but I’ve never heard of them before.

3 years ago

So do lm bookermaker offer stretches on horse racing?

3 years ago

Thank you Admin.

Kenneth P.
3 years ago

I love their branches, better than Hollywood and betting world. Their staff actually understand betting and have good training. Good… Read more »

3 years ago

Can you recomend me LM bookmaker? are they good for betting?

LM Bookmaker
3 years ago
Reply to  Sibu

Hi Sibu, thank you for your interest. If you require any assistance please email us online@lmbookmaker.com and we will accommodate… Read more »

3 years ago
Reply to  LM Bookmaker

Hallo LM can you assist me with your branches in gauteng?

LM Bookmaker
3 years ago
Reply to  David

Hi David, have a look at this page on our site. I think it is what you are looking for:… Read more »

3 years ago

I agree on LMB. A good solid book, seldom make mistakes and very good conflict resolution. When you call in… Read more »

LM Bookmaker
3 years ago
Reply to  Mike

Hi Mike, Thank you for the feedback. Please feel free to send us a mail at online@lmbookmaker.com so that we… Read more »

3 years ago

Nice bookie.

3 years ago

Love their early racing odds, guys you must have a LMB account if you bet the ponies.

Supabets Sucks
3 years ago
Reply to  Anon

+1 for LM Bookmakers, really like them and they provide awesome service. Can’t go wrong guys.