Company file
PricedUp
UKGC
United Kingdom · 18k visits / day
Legal Off Course Bookmakers Limited · Off Course Bookmakers Limited (Benjamin Arthur Lindsay Keith 75%+ PSC)
CEO Not a listed officer set (Keith resigned as director 28 Oct 2024; remains PSC)
Founders Off Course Bookmakers; Ben Keith acquired PSC 8 Apr 2022
Founded 2024
Parent Off Course Bookmakers Limited (Benjamin Arthur Lindsay Keith 75%+ PSC)
PricedUp is a trading name of Off Course Bookmakers Limited (Companies House 01987776, UKGC 001776). Benjamin Arthur Lindsay Keith has been the 75%+ PSC since 8 April 2022. Same Star House, Hove address as Star Racing. Software is Playbook Engineering (also Keith-controlled via Star Racing). Not Flutter. Not an independent book that merely rents the stack.
2024 UK digital book.
Licences UK Gambling Commission
Register UKGC 001776 — Off Course Bookmakers Limited · 001776
Payments Visa, Mastercard, PayPal, Apple Pay, bank transfer
Currencies GBP, EUR
Languages English
Products Sportsbook · Horse racing · Casino
Odds formats Fractional · Decimal · US / American · Implied probability
Related companies Star Racing Limited (Same building; Playbook software parent)
Public officers / staff
- Off Course Bookmakers; Ben Keith acquired PSC 8 Apr 2022 · Founder
Trust matrix — categories, not the published weight
- MetVerified owners — Named private owners on the public record.
- PartialNamed officers / staff — Off Course Bookmakers; Ben Keith acquired PSC 8 Apr 2022 (Founder)
- MetAddress on a register — UKGC 001776 — Off Course Bookmakers Limited · 001776
- MissingPhone number on file — No published corporate or support telephone.
- MissingEmail address on file — No published corporate email — contact form only, or none.
- MissingLongevity — Operating since 2024 (2 years).
- PartialRelated businesses — Star Racing Limited (Same building; Playbook software parent)
- MetLicence stringency — 1 jurisdiction. Strongest on file: UKGC. Extra countries add weight; they do not wash out a weak home licence.
Sanctions / record
Off Course Bookmakers Limited — UKGC 001776 — Keith-owned. PricedUp is Off Course Bookmakers Limited (01987776). Benjamin Arthur Lindsay Keith has been 75%+ PSC since 8 April 2022 (replacing Michael John Anderton). He was also a director 8 Apr 2022–28 Oct 2024. Registered office Star House, Hove — same as Star Racing. Software is Playbook Engineering (Star Racing 75%+). This is a Keith book on Keith software, not an independent renter.
2025-11-19 Playbook software — not this licence. This brand’s sportsbook stack is Playbook Engineering Limited (Companies House 10516404), 75%+ owned by Star Racing Limited, whose PSC is Benjamin Arthur Lindsay Keith. Playbook Gaming Limited (10889074, UKGC 50122) used to be the white-label operator. It does not hold this brand’s current licence.
2025-11-10 UKGC £250,000 penalty — Playbook Gaming Limited (50122). On 10 November 2025 the Commission warned Playbook Gaming Limited and imposed a £250,000 financial penalty for AML failures (licence condition 12.1.1) and social-responsibility failures (SRCP 3.4.3 customer interaction; SRCP 3.9.1 remote customer ID) covering August 2023–August 2024. That decision is on UKGC account 50122, not on each Playbook-powered brand’s later own account.
2025-11-19 Playbook Gaming remote licences surrendered. All Playbook Gaming Limited remote operating licences (casino, bingo, real-event betting, virtual-event betting, betting intermediary) ended 19 November 2025. Brands that stayed live moved onto their own UKGC accounts.
Official website pricedup.bet