New betting sites in the UK in May 2026 | Bag £3,500+ in free bets & sign up offers

The UK’s newest betting sites | Top odds & bonuses on sports & casino

It’s time to look at the best new bookmakers. Some of the sites on the list, such as Betano, are relatively new to the UK, while others are a bit older. Still, each of the sites in this article rates as a new betting site, as they’ve not been around for decades like the big dogs of UK online betting, such as bet365, Ladbrokes, or William Hill.

Here is a list of the best new betting sites for the UK in May 2026:

1. Betano: Best new football betting site for the World Cup 2026
2. SBK: Best betting odds in the market
3. BetTOM
4. Betnero
5. Quickbet: Best for eSports betting
6. Planet Sport Bet
7. AK Bets: Best for horse racing betting
8. BetVickers: Family-owned independent bookie
9. Bet442: Best for Acca boosts
10. Copybet: Best for in-play betting
11. Swifty Sports
12. Hollywoodbets: Best Odds Guaranteed on racing
13. talkSPORT BET: Best for Premier League markets
14. Virgin Bet: Best for live streaming variety
15. BetGoodwin: Best for racing live streaming
16. PricedUP Bet

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Betano: Best new football betting site for World Cup 2026

Betano opened in the UK in May 2024, and for football, the market depth is hard to beat. Premier League fixtures carry 200+ betting options. It’s already considered the best betting site for World Cup 2026 betting, with outright markets already live, covering winner, Golden Boot, and group-stage outcomes across the 48-team tournament.

The Betano sign-up offer of bet £10 get £30 in free bets (3 x £10 tokens) is perfectly timed for punters looking to build their bankroll ahead of the tournament. New customers simply need to opt in, deposit, and bet £10 on any football market at odds of 1/1 or greater within three days of signing up.

The main drawback is customer support. Live chat response times were slow in our testing, and several Trustpilot reviewers flag the same issue. Withdrawal speeds are adequate but not market-leading.

Why open an account here instead of Bet365? The Lucky Dip feature and the World Cup market depth. If you bet primarily on football and want something purpose-built for the tournament, Betano fills a gap.

The popular ‘Lucky Dip’ feature for casual bettors. A standout addition is the ‘lucky dips’ feature, which is great for casual bettors.

Detail	Value
UK launch	May 2024
Welcome offer	Bet £10, get £30 in free bets (3×£10)
Trustpilot	3.7/5 (340+ reviews)
App ratings	iOS 4.8/5 · Android
Sports covered	30
UKGC licence	#39576 (Kaizen Gaming via BV Gaming)
Standout feature	200+ markets per Premier League match, Lucky Dip random bet picker

SBK: Best new betting site for odds quality

The SBK website is simple yet slick and effective, featuring a cool design that provides a great user experience. It offers a help centre with live chat (though not 24/7), social media, and an email address for customer support.

The SBK promo code is a popular way to get started and unlock the welcome offer. New UK customers who deposit £10 and place a qualifying £5 bet at odds of 3.0 (2/1) qualify for £30 in free bets.

The Fresh Legs feature is a standout for football fans. It keeps your player-specific bets alive by automatically rolling the bet over to the oncoming substitute if your original selection is subbed off. This is paired with market-leading odds; since the platform is powered by an exchange engine, prices are consistently better than traditional rivals.

Detail	Value
UK launch	2019 (Smarkets sportsbook arm)
Welcome offer	Bet £5, get £30 in free bets
Trustpilot	2.3/5 (270 reviews)
App ratings	iOS 4.6/5 · Android 3.5/5
Sports covered	25
UKGC licence	#48760 (Smarkets Ltd)
Standout feature	Exchange-engine pricing with built-in odds comparison tool

BetTOM: Best new betting site for horse racing value and same-day withdrawals

BetTOM is one of the newest arrivals on this list, having launched in May 2025. It was co-founded by Paul Colley, previously CEO of BetGoodwin, alongside Tom Head, son of the Goodwin Racing founder. The same EveryMatrix platform that powers BetGoodwin runs underneath, so the product quality was solid from day one.

38 sports is an unusually wide range for a new bookie. Horse racing is the core strength, with BOG on all UK and Irish meetings, but the US sports coverage is a quiet standout, offering deeper player prop markets for NFL and NBA than most new UK operators.

The welcome offer works as insurance rather than a traditional bonus: stake £10+ on three separate events at evens or better on your first day, and 50% of net losses come back as a free bet up to £25. Same-day withdrawals are the standard, not a premium feature.

The website design is deliberately retro. Some will find it charming; others will find it dated. That is a stylistic choice, not a functional problem.

Why open an account here? Same-day withdrawals and BOG racing from a team with industry pedigree. If you bet on horses and want your winnings fast, BetTOM delivers.

Pros: Same-day withdrawals as standard, BOG on UK and Irish racing, 38 sports including strong US player props, experienced founding team
Cons: Retro website design, limited payment methods, new brand so limited user reviews

Detail	Value
UK launch	May 2025
Welcome offer	50% cashback on first day (up to £25)
Trustpilot
App ratings	iOS · Android
Sports covered	38
UKGC licence	#64959
Standout feature	Same-day withdrawal processing as standard, BOG on UK & Irish racing

Betnero: New UK mobile-first betting site for bet builders

Betnero is an Italian-rooted brand from Anakatech that went live in the UK in March 2025. It runs as a progressive web app rather than a native download, so there is nothing to install from the App Store. The bet builder and accumulator tools are the main selling points, with the qualifying bet for the welcome offer requiring a 2+ selection acca or bet builder at minimum odds of 6/4 (2.5).

The eSports section covers 9 titles, which is reasonable depth for a new entrant. Coverage across 30+ sports is solid without being exceptional.

The welcome offer is modest: £10 free bet for a £10 qualifying stake. The 6/4 minimum odds requirement is higher than most competitors, so casual bettors may find it restrictive.

Why open an account here? If you prefer bet builders and accas over single bets, Betnero is built around that workflow. The PWA also means no storage taken up on your phone.

Detail	Value
UK launch	March 2025
Welcome offer	Bet £10, get £10 free bet
Trustpilot
App ratings	PWA (no native app)
Sports covered	30+
UKGC licence	#48789 (Anakatech)
Standout feature	Mobile-first PWA with 9 eSports titles and bet builder focus

Pros: No app download needed (PWA), bet builder focus, 9 eSports titles, clean mobile interface

Cons: Small welcome offer with high minimum odds (6/4), no native app, limited UK track record

Quickbet: Best new eSports betting site with live streaming

The Quickbet sign up offer keeps things simple: bet £10 at odds of 1/1 or greater and receive a £10 free bet once your qualifying bet settles. The free bet must be used within 24 hours at minimum odds of 2.0, with winnings minus the stake returned. It’s a no-fuss offer with fair terms.

Detail	Value
UK launch	Early 2025
Welcome offer	Bet £10, get £10 free bet
Trustpilot	Not yet rated
App ratings	iOS [VERIFY] · Android [VERIFY]
Sports covered	30+
UKGC licence	#38758 (L&L Europe)
Standout feature	11 eSports titles with live streaming, Bet Mentor recommended bet tool

Quickbet launched in early 2025 under L&L Europe, the operator behind All British Casino and Pub Casino. The standout is eSports: 11 games covered, including Dota 2, Valorant, and Counter-Strike, several with live streaming. That is the deepest eSports offering among the new UK bookmakers on this list.

The Bet Mentor tool suggests recommended bets based on your desired stake and target return. Football coverage runs to 200+ markets on big matches. The website loads fast and the search tool finds specific teams instantly.

The welcome offer is straightforward but not generous: bet £10 at 1/1+, get £10 free bet with a 24-hour expiry and minimum 2.0 odds on the free bet. The tight expiry is the main catch.

The biggest absence is UK horse racing. Irish and international meetings are available, but if you bet on UK racing, Quickbet is not the bookie for you.

Why open an account here? eSports depth. If you bet on Dota 2, Valorant, or CS, Quickbet offers more markets and live streaming than most established UK operators.

Pros: Best eSports coverage on this list (11 games), Bet Mentor tool, 24/7 support, 200+ football markets on big matches, clean fast website

Cons: No UK horse racing, no BOG, 24-hour free bet expiry, limited ongoing promotions

Planet Sport Bet: New bookie with 50% first-bet insurance for cautious punters

New customers can sign up using the Planet Sport Bet welcome offer to get up to £25 back in free bets after the first deposit. New bettors will get back 50% of their first bet up to £25, but only if the first bet is a miss.

Detail	Value
UK launch	2021 (media brand since 1997)
Welcome offer	50% back on first bet (up to £25)
Trustpilot	Not yet rated
App ratings	[VERIFY]
Sports covered	[VERIFY]
UKGC licence	#65109
Standout feature	Insurance-style welcome offer, BOG on UK & Irish racing

Planet Sport Bet takes a different approach to the welcome offer. Instead of handing you free bets, it refunds 50% of your first bet as a free bet (up to £25) if the bet loses. Minimum odds of 1/1 (2.0) apply. Think of it as a safety net for your first wager.

The media brand behind it has been running since 1997, so there is publishing experience here even though the betting arm is newer. Horse racing gets BOG on UK and Irish meetings. The acca bonus adds up to 50% on five-or-more selection multiples, scaling with each leg.

Payment options are limited (five methods), and there is no live chat.

Why open an account here? The insurance-style offer suits punters who would rather minimise risk on their first bet than chase a larger free bet at a less familiar bookie.

Pros: Insurance welcome offer reduces first-bet risk, BOG on UK & Irish racing, acca bonus up to 50%, daily event promotions

Cons: Only 5 payment methods, no live chat, odds not always the sharpest

AK Bets: Best new horse racing betting site with live streaming and content

Unfortunately, in terms of the best betting offers, there isn’t a sign-up offer, and there’s a lack of other betting promotions for sports bettors, too, besides ‘Kennel Club’ for those interested in greyhound racing.

Detail	Value
UK launch	2023
Welcome offer	None
Trustpilot	3.1/5 (225 reviews)
App ratings	iOS [VERIFY] · Android [VERIFY]
Sports covered	Racing-focused (horse + greyhound)
UKGC licence	#65961
Standout feature	Racing blog, podcast, tips, and live streaming for horse and greyhound

AK Bets is a racing specialist. No welcome bonus, no elaborate promotions, no attempt to compete on football depth. What it does instead is serve horse racing and greyhound punters with competitive odds, extensive market coverage, live streaming, and a useful content section (blog posts, expert tips, podcasts, videos).

For punters who already have a general-purpose bookie and want a dedicated racing account, AK Bets fills that niche better than any other new UK operator. The Kennel Club promotion targets greyhound bettors specifically.

The lack of a welcome offer is the obvious drawback. No sign-up bonus, limited promotions, limited payment methods, no live chat.

Why open an account here? You bet primarily on horse racing and want a bookie that treats racing as its main product rather than a sideshow.

Pros: Dedicated racing content (blog, podcast, tips), live streaming for horse and greyhound, competitive racing odds, clean beginner-friendly site

Cons: No welcome offer, no live chat, limited payment methods, very narrow sports coverage

BetVickers: Independent new bookie with weekly free bet club and BOG racing

BetVickers was founded in 1986 by former jockey Ian Vickers, who ran betting shops in the north east of England for nearly four decades before going online in 2020. That is a genuinely independent operator.

BOG applies from 9am on all UK and Irish racing. The Bet Club pays a £5 free bet weekly for staking £30 at odds of evens or better, which is one of the most realistic loyalty rewards on this list since most active punters will hit that threshold naturally. Football covers 100+ leagues worldwide.

The Trustpilot profile is unclaimed with only 6 reviews (2.3/5), so the score is not statistically meaningful. The app ratings are poor (iOS 1/5 at last check), which is a real issue for mobile bettors. No live streaming and limited payment methods are the other main gaps.

Why open an account here? An independent bookie with a weekly free bet you will actually earn. If you value supporting a family business over a corporate brand, BetVickers has substance behind the story.

Pros: BOG from 9am on UK & Irish racing, weekly £5 free bet club, 100+ football leagues, nearly 40 years of industry experience

Cons: Poor app store ratings, no live streaming, limited payment methods, customer support not 24/7

Detail	Value
UK launch	2020 (online); family business since 1986
Welcome offer	Bet £10, get £20 in free bets
Trustpilot	2.3/5 (6 reviews)
App ratings	iOS 1/5 [VERIFY] · Android N/A
Sports covered	100+ football leagues, horse racing core
UKGC licence	#66877
Standout feature	Weekly £5 free bet club (stake £30 at evens+), BOG from 9am

Bet442: New betting site with 77% acca boost and fast Visa withdrawals

Bet442 migrated to the Betable platform in April 2026, refreshing the sportsbook infrastructure. The acca boost is the headline feature: 4% on a four-fold, scaling up to 77% on a 15-leg accumulator, capped at £11,000 in extra winnings. If you build big accas, that boost is among the most aggressive in the UK market.

Football is the primary focus, with 1,000+ weekly events. A recurring Champions League promotion converts a £10 UCL bet at 2.00+ odds into a £10 Europa League free bet. Visa debit withdrawals were processed in under 10 minutes in our testing.

The welcome offer requires a £20 qualifying bet (higher than most), split into one £10 free bet and two £5 combo free bets. 7-day expiry. No live streaming of any sport is the biggest gap. The Trustpilot score of 1.9/5 from 125 reviews is a concern, with complaints around website functionality, delayed payments, and funds not arriving as expected.

Why open an account here? The acca boost. If you regularly build 5+ leg accumulators, the scaling bonus adds betvalue that most established bookies do not match.

Pros: 77% acca boost on 15-leg multiples, sub-10-minute Visa withdrawals, Champions League weekly promo, 24/7 live chat, native iOS and Android apps

Cons: No live streaming, £20 minimum qualifying bet, some withdrawal methods slower than Visa

Detail	Value
UK launch	May 2024 (migrated to Betable platform April 2026)
Welcome offer	Bet £20, get £20 in free bets
Trustpilot	1.9/5 (125 reviews)
App ratings	iOS [VERIFY] · Android [VERIFY]
Sports covered	30+
UKGC licence	#23328 (Betable platform)
Standout feature	Acca boost scaling to 77% on 15-leg multiples, sub-10-minute Visa withdrawals

Copybet: New social betting site with £60 welcome offer and niche in-play markets

The Copybet sign up offer is the highest ratio on this list: £60 in free bets from a £20 qualifying bet at odds of 1.9+. That 300% return matches Betano and significantly beats most competitors.

Detail	Value
UK launch	2021
Welcome offer	Bet £20, get £60 in free bets
Trustpilot	2.3/5 (566 reviews)
App ratings	[VERIFY]
Sports covered	45+
UKGC licence	#53774
Standout feature	Copy-betting from expert tipsters, 300% welcome offer ratio

Copybet’s welcome offer is the highest ratio on this list: £60 in free bets from a £20 qualifying bet at odds of 1.9+. That 300% return matches Betano and significantly beats most competitors.

The copy-betting model is unique. You can automatically follow tipsters and replicate their selections. Profit and loss records for each tipster are public, so you can evaluate track records before committing. In-play coverage on niche sports is surprisingly deep: 16 markets on a live volleyball match when we checked, which is more than some established operators offer on the same fixture.

The main problems are usability and support. The website navigation is confusing, the help section is buried, and there is no live chat, no phone number, and no email address listed. Just a contact form and an FAQ page. The Trustpilot score is 2.3/5 from 566 reviews, with complaints focused on deposits not being credited, withdrawal delays, and difficulty reaching a human agent. If something goes wrong with your account, getting help quickly could be difficult.

Why open an account here? The £60 welcome offer and the copy-betting concept. If you want to follow expert tipsters automatically or you bet in-play on niche sports, Copybet offers something genuinely different.

Pros: £60 in free bets (300% welcome ratio), unique copy-betting from public tipsters, strong niche in-play markets, 45+ sports

Cons: No live chat or phone support, confusing website navigation, no live streaming, limited payment methods

Swifty Sports: New mobile-first betting site for football accas with BOG racing

Detail	Value
UK launch	2022
Welcome offer	Bet £10, get £20 in free bets
Trustpilot	2.5/5 (60 reviews)
App ratings	iOS 3/5 · Android [VERIFY]
Sports covered	20+
UKGC licence	#58957
Standout feature	Mobile-first acca building, BOG on UK & Irish racing, stable in-play

Swifty Sports is built for punters who bet on football accumulators from their phone. The app is fast, the in-play experience is stable, and the bet builder and acca boost tools are front and centre.

BOG applies to all UK and Irish racing meetings, with daily price boosts on selected races. Extra Places, Money Back Specials, and a greyhound free bet for regular punters add value without complexity.

Sports coverage is adequate at 20+ but narrower than the larger operators. No eSports, no motorsport, no novelty markets. No live streaming on any sport is the biggest gap. Payment options are restricted to debit cards, Open Banking, and bank transfer, so no e-wallets. The Trustpilot score is 2.5/5 from just 60 reviews, with the operator not responding to negative feedback.

Why open an account here? A clean, fast mobile experience for football accas with BOG racing as a bonus. If your primary bookmaker is slow on mobile, Swifty is a tidy alternative.

Pros: Fast mobile app built for in-play and acca betting, BOG on UK & Irish racing, 24/7 support via phone, chat, and email, stable in-play performance

Cons: No live streaming, limited payment methods (no e-wallets), thinner coverage outside football and racing

Hollywoodbets: New UK betting site with Best Odds Guaranteed and 24/7 live chat

Detail	Value
UK launch	2019 (founded in South Africa in 2000)
Welcome offer	Multiple offers available
Trustpilot	4.2/5 (1,375 reviews)
App ratings	[VERIFY]
Sports covered	[VERIFY]
UKGC licence	#53028
Standout feature	BOG on racing, 24/7 live chat with sub-2-minute response times

Hollywoodbets has been running in South Africa since 2000 but only reached UK bettors in 2019. The Brentford FC shirt sponsor has built its UK reputation on two things: BOG on horse racing and fast customer support. Live chat responses came in under 2 minutes during our testing, which is quicker than Bet365 and Betano in our experience. The Trustpilot score of 4.2/5 from 1,375 reviews backs this up, with the operator responding to 99% of negative reviews within 24 hours.

Multiple welcome offers run at any given time, with acca insurance for existing customers. Horse racing markets are well covered. The YouTube channel carries regular racing previews and Brentford-related football content.

Odds are not the sharpest in the market, and there is no live streaming. But if responsive support and BOG racing are your priorities, Hollywoodbets delivers.

Why open an account here? The customer support speed. If you have had frustrating experiences with slow live chat at other bookies, Hollywoodbets is notably faster.

Pros: Sub-2-minute live chat responses (24/7), BOG on horse racing, multiple welcome offers, diverse payment methods including e-wallets, up to 24-hour withdrawals

Cons: Odds not always competitive, no live streaming, brand less established in the UK

talkSPORT BET: New Premier League betting site from a trusted radio brand

The talkSPORT Bet sign-up offer allows you to get £30 for a £10 bet. The initial bonus is only £15, which is on the low side, split across three £5 bets: a bet builder, a lucky dip, and an accumulator of 4+ legs.

Detail	Value
UK launch	2024
Welcome offer	Bet £10, get £15 in free bets (3×£5)
Trustpilot	3.4/5 (782 reviews)
App ratings	[VERIFY]
Sports covered	26
UKGC licence	#39576 (BV Gaming, same parent as Betano)
Standout feature	Deep Premier League markets, talkSPORT radio brand integration

talkSPORT BET is operated by BV Gaming, the same company behind Betano and BetVictor. The platform launched in 2024 with Ally McCoist as brand ambassador. Premier League market depth matches the biggest operators, which is the main draw.

The welcome offer is weaker than most on this list: £15 in free bets (3 × £5 split across bet builder, lucky dip, and 4+ leg acca) for a £10 qualifying bet. That 150% ratio is below industry average.

26 sports are covered with more expected as the brand develops. The Trustpilot score is 3.4/5 from 782 reviews, with the operator responding to 100% of negative reviews within 24 hours, which is a strong engagement signal. Registration is fast. The brand name carries recognition even if the betting arm is new, and the BV Gaming infrastructure means the technology is proven.

Why open an account here? If you follow talkSPORT and want Premier League market depth from a platform you trust. The offer is modest but the product is solid on football.

Pros: Deep Premier League markets, established brand via radio, BV Gaming technology (proven platform), quick registration, 26 sports

Cons: Weak welcome offer (£15 for £10), limited live streaming compared to larger brands, limited payment methods

Virgin Bet: New bookie with 39+ sports and the widest live streaming selection

The main highlight of Virgin Bet is its extensive list of good features available for customers, available to anyone after claiming the Virgin Bet sign-up offer.

Detail	Value
UK launch	2019
Welcome offer	Bet £10 get £30
Trustpilot	1.7/5 (3,893 reviews)
App ratings	[VERIFY]
Sports covered	39+
UKGC licence	#54310
Standout feature	Widest live streaming selection on this list, including futsal and surfing

Virgin Bet launched in 2019 under the Virgin Group brand. The live streaming selection is the broadest on this list, covering not just football and racing but also futsal, surfing, and other sports that most bookmakers ignore. 39+ sports puts it at the top of the range among newer UK operators.

Regular promotions include free bets on qualifying wagers, BOG on racing, money back if your horse loses, and three daily free-to-play games. The layout is clean and navigable, though the design is not the most visually distinctive.

Customer support is the biggest concern. Live chat connects to a bot rather than a human agent, and the contact email is hard to find. The Trustpilot score of 1.7/5 from nearly 4,000 reviews is the lowest on this list, with reviewers frequently citing withdrawal difficulties, unfair odds, and unresponsive support. Odds are mid-range rather than market-leading.

Why open an account here? Live streaming variety. If you watch as well as bet, and you want coverage beyond the mainstream sports, Virgin Bet has the widest selection on this list.

Pros: 39+ sports (widest on list), extensive live streaming including niche sports, BOG on racing, daily free-to-play games, Virgin brand recognition

Cons: Live chat is bot-only, contact email hard to find, odds not consistently competitive, small payment method selection

BetGoodwin: New racing bookie with Best Odds Guaranteed and live streaming

Detail	Value
UK launch	February 2018 (online); Goodwin Racing Ltd est. 1997
Welcome offer	Bet £10, get £15 in free bets (code WELCOME15)
Trustpilot	4.0/5 (2,419 reviews)
App ratings	iOS [VERIFY] · Android [VERIFY]
Sports covered	Racing-focused + football, virtuals, casino
UKGC licence	#2927 (Goodwin Racing, Uckfield, East Sussex)
Standout feature	BOG on UK & Irish racing, live streaming, Sub Cover, 2UP early payout

BetGoodwin is run by Goodwin Racing Ltd, a privately owned family business based in Uckfield, East Sussex, that started from a single betting shop in 1997. The remote betting licence dates to February 2018, with casino, bingo, and virtual event licences added in September 2023.

Racing remains the core product: BOG on all UK and Irish meetings, live streaming for horse and greyhound when logged in, and odds that regularly match the top of the market. The site shares DNA with BetTOM (same EveryMatrix platform, same founding family).

The welcome offer is Bet £10, Get £15 in free bets, split across a £5 sports bet, a £5 acca, and a £5 Sub Cover bet. Sub Cover rolls your player bet to the substitute if your selection is subbed off, similar to SBK’s Fresh Legs. The 10% Acca Bonus rewards winning accumulators, and the 2UP early payout settles your bet as a winner if your backed team goes 2 goals ahead.

The Trustpilot score of 4.0/5 from over 2,400 reviews is the highest on this list, with the operator responding to 98% of negative reviews within 48 hours. Customer support is via live chat and email.

Why open an account here? The strongest Trustpilot score on this list, BOG racing with live streaming, and a Sub Cover feature that protects football player bets. A family-run operation with nearly 30 years of industry history.

Pros: Highest Trustpilot rating on this list (4.0/5, 2,419 reviews), BOG on UK & Irish racing, live streaming for horse and greyhound, Sub Cover and 2UP early payout, 98% negative review response rate

Cons: Limited payment methods, live chat not 24/7, narrower sports coverage than generalist bookies

PricedUP: Newest UK bookie with racing streaming and competitive odds

Detail	Value
UK launch	Summer 2024
Welcome offer	None
Type of bookie	Sports betting & casino games
Trustpilot	2.1/5
App ratings	2.6/5 iOS
Sports covered	20
UKGC licence	#1776 (owned by Off Course Bookmakers Limited)
Standout feature	Racing live streaming, odds consistently at the higher end

PricedUP launched in the summer of 2024 and is one of the newest operators on this list. No welcome bonus, no promotions, no live chat. The selling point is pricing: odds consistently sit at the higher end, though not always the outright best.

Live streaming covers horse racing and greyhound. 20 sports are available, with decent market depth on the popular ones. The website is functional without offering anything distinctive.

PricedUP is a line-shopping addition rather than a primary account. The absence of any promotional activity makes it hard to justify as a first-choice bookie.

Why open an account here? Racing streaming and sharp odds. Useful for price comparison, especially on horse racing.

Pros: Competitive odds (higher end of market), live streaming for horse and greyhound racing, 24/7 customer support claimed

Cons: No welcome offer, no promotions, no live chat, limited payment methods, only 20 sports

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Best new betting sites UK comparison | Winners across key categories

After reviewing each of the best new betting sites, it’s time to compare them and see which ones are the best in various categories.

Category	Winner
🏆 Best new betting sites offers	10bet
🎁 Best welcome offer	Copybet
📊 Best market selection	Betano
🏅 Best sports selection	Virgin Bet
⚽ Best for football betting	Betano
🐎 Best for horse racing	AK Bets
💸 Best betting odds	SBK
📺 Best live streaming	Virgin Bet
📞 Best customer service	Hollywoodbets
⚡️ Best site design/user experience	Betano
📱 Best mobile app	Swifty Sports

How to pick the right new betting site for you

You probably already know what you want. The question is which new bookie delivers it best. Here is a quick decision tree:

• You want the biggest welcome offer → Copybet (£60 for £20) or Betano (£30 for £10).
• You want the best odds → SBK. The exchange-engine pricing is measurably better than traditional bookmakers.
• You bet on football → Betano for market depth, Bet442 for acca boosts.
• You bet on horse racing → AK Bets for content and coverage, BetTOM for same-day withdrawals and BOG, BetVickers for weekly free bets.
• You bet on eSports → Quickbet. No contest on this list.
• You want fast support → Hollywoodbets. Sub-2-minute live chat, 24/7.
• You want something different → Copybet for tipster copying, SBK for exchange-engine odds with a price comparison tool.

All operators listed hold a current UK Gambling Commission licence. We recommend having accounts at 2 to 3 bookmakers so you can compare odds before placing any bet. Opening an account at a new bookie costs nothing beyond the qualifying deposit, and the welcome offer typically returns that stake as free bets.

Betano goes above and beyond as the best football betting site. It boasts an array of leagues worldwide, from major European competitions to smaller national leagues.

How to Pick a New Betting Site

When choosing a new sports betting site, there’s a lot to consider. But the five things we’d recommend checking into first are:

• UK Gambling Commission license
• Competitive odds
• Bonuses and promos
• Deposit and withdraw options
• Customer reviews

Obviously, there’s quite a lot more that could go into your decision, namely, security (just about all bookmakers these days use SSL encryption), various sports markets, user experience, customer support, and more.

However, here’s a breakdown of the four we look into first.

Which new betting site is best for you?

This is not an easy question to answer. Realistically, it all comes down to what you’re looking for. For example, some punters may be better suited to betting with Betano, while others may be better suited to using Kwiff.

If you’re a horse racing bettor, AK Bets will be hard to beat, while if live streaming is high on your list of priorities, then Virgin Bet will be your go-to.

Decide on what is most important, then use this article to see which new betting sites deliver what you require. Doing so will help you identify which new betting site is ideal.

It is also worth considering whether casino games are available, as many operators offer both a betting and a casino section. For more information on new online casino sites in the UK, we strongly recommend using Bojoko. They also exclusively list UKGC brands and can filter the list by what you are looking for. This means that you can quickly find new bookmakers that also offer the complete casino experience.

License

There’s much more to a bookmaker’s security than whether they protect user data with state-of-the-art SSL encryption. Especially for new sports bookmakers, it’s extremely important to check whether they hold a license and what type of license they hold.

Any good bookmaker should have its license information clearly visible at the bottom of its home page, in its About Us section, or elsewhere on its website.

If you can’t find it, that’s not a good sign. Be sure to bet only with bookmakers that are licensed by trusted regulators. Some of the biggest regulars in the UK and Europe include the UKGC (UK Gambling Commission) and the MGA (Malta Gaming Authority).

Odds

Your bookmaker of choice should charge a very reasonable vig, or “juice”. The best way to determine which new betting sites offer the best odds is to compare lines bet by bet.

After all, you should be using more than one bookie to take advantage of the best odds for each wager you want to place. However, after comparing lines over and over, you’ll generally find that one or two bookies tend to have the best odds for certain types of bets on certain sports markets.

Bonuses

When just starting out, you’ll certainly want to have a nice welcome bonus to take advantage of. Not all bookies offer welcome packages, but most do. When comparing several reputable betting sites, the differences sometimes come down to the welcome bonus they offer.

Additionally, once you’re already an active user on the site, you might have other promos to take advantage of, such as odds boosts or contests. Take these into account as well, because you may find a lot of value in existing user promos.

Deposit and Withdrawal Options

If you have one preferred deposit and/or withdrawal method, ensure your chosen site supports it. Also, ensure the withdrawal process is clear and works with the preferred payment methods.

Most UK bookmakers support deposits through more payment methods than they do withdrawals. This means the bookie won’t allow withdrawals using some of their supported deposit options under any circumstances, so you should note this.

Customer Reviews

It’s important to see what people say about the betting site you’re interested in. A certain number of people are griping online, which is normal, especially for betting sites. But if you see an overwhelming number of reports that are saying the same thing, you should heed their advice.

Advantages of signing up with a new UKGC-licensed bookmaker

Once you’ve learned that the UKGC licenses a new bookmaker, you should compare their features to those of other bookmakers available in your region. Review the items above individually and see how the sports betting site fares against the competition.

In looking for a new UKGC-licensed bookmaker, you can:

• Get better odds on your favourite sports bets
• Take advantage of a welcome bonus and existing user promos
• Use more preferred payment options with faster withdrawal times
• Find a sports betting site with a better overall user experience

And since it’s best to shop around for the best lines before placing your wagers, having multiple accounts is a good idea. Especially if you currently only have one or two accounts on betting sites, it only makes sense to take advantage of more of them.

FAQ on new betting sites