For me, choosing a bookie is all about the interface and the variety of live markets. I hate it when a site lags right when I am trying to place an in-play bet. I've been using 1xbet lately because their app is pretty snappy compared to others I have tried. If you are new, definitely browse through this section where they list the different sports categories to make sure they cover the niche leagues you actually follow. I usually find better value in smaller football leagues than in the Premier League.