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

The new betting sites in the UK in April 2026 are Betano, 10bet, Fitzdares, SBK, Virgin Bet, AK Bets, Quickbet, Hollywoodbets, Kwiff, Copybet, BetGoodwin, and Gentleman Jim. These UKGC-licensed bookmakers offer competitive odds, generous welcome bonuses of up to £100 in free bets, and a safe betting platform for UK punters.

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

UKGC licence dates sourced from the UK Gambling Commission Public Register. Some brands trade under a parent company’s existing licence (e.g. Kaizen Gaming runs both Betano and talkSPORT BET under account #39576), so the licence start date can predate the public brand launch. All operators listed hold a current, active UKGC licence. 18+ BeGambleAware.org. T&Cs apply.

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 April 2026:

1. AK Bets: Best for horse racing betting
2. Planet Sport Bet
3. BetTOM
4. Betano: Best new betting site for football betting
5. talkSPORT BET: Best for Premier League markets
6. 10bet: Best welcome offer
7. Quickbet: Best for eSports betting
8. BetVickers: Family-owned independent bookie
9. Hollywoodbets: Best Odds Guaranteed on racing
10. Copybet: Best for in-play betting
11. HeySpin
12. Virgin Bet: Best for live streaming variety
13. Kwiff: Best mobile betting app
14. SBK: Best betting odds in the market
15. BetGoodwin: Best for racing live streaming
16. Fitzdares: Best for free bets and user experience
17. NRG Bet
18. PricedUP Bet
19. Gentleman Jim
20. Swifty Sports

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AK Bets: for horse racing

AK Bets is the best new betting site for horse racing in April 2026, offering competitive odds, extensive racing markets, and live streaming for both horse and greyhound racing.

The AK Bets website is well-designed and definitely beginner-friendly. It is far from clunky or overcrowded, with everything laid out clearly, making it a great sports betting site from a usability perspective.

AK Bets offers a great content element on its website, including blog posts with betting tips from industry experts, videos, and podcasts. The guys at AK Bets do this stuff well.

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. AK Bets heavily focuses on racing, both horse and greyhound, offering competitive odds, lots of markets, and live coverage.

Planet Sport Bet: for racing insurance

Planet Sport Bet is one of the new betting sites I like, offering up to £25 in free bets for new customers and Best Odds Guaranteed on UK & Irish horse racing.

Although Planet Sport Bet was founded in 2021, its history dates back to 1997; thus, there’s a lot of experience behind this online bookmaker, even if it wasn’t online at the time. Planet Sport offers betting options on a variety of sports, featuring a solid range of markets for the most popular sports and occasionally offering industry-leading prices. For horse racing, Planet Sport Bet provides the best odds guaranteed.

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. Furthermore, new bettors must hit the minimum odds of 1/1 (2.0) to qualify for 50% money back on their first bet. Think of it as insurance for newbies.

They also offer an exciting ‘Acca bonus’ promotion, providing up to 50% bonus on a minimum of five selection accumulators. Each selection increases the boost percentage.

With just five payment methods available, Planet Sport Bet lacks options to cater to all customers. However, a blog with tips on single and acca is a nice touch.

BetTOM: for horse racing value

BetTOM is one of the best new betting sites, offering 50% of your first day’s losses back as a free bet up to £25, Best Odds Guaranteed on UK and Irish horse racing, and same-day withdrawals across one of the broadest sport selections among new UK bookmakers.

Launched in May 2025, BetTOM arrived with strong credentials. The site was co-founded by Paul Colley, previously CEO of BetGoodwin, where he helped build one of the most respected racing products on the market, alongside Tom Head, son of Goodwin Racing founder Julian Head.

The same EveryMatrix platform used by BetGoodwin powers BetTOM, ensuring high product quality from day one. This is not a startup finding its feet: experienced people made deliberate decisions here.

The sports selection is genuinely impressive for a new bookie, covering 38 different event types, including traditional sports, niche markets, eSports, politics, and specials. Horse racing is front and centre. The coverage is comprehensive, the odds are sharp, and BOG applies to UK and Irish racing. US sports coverage is also a standout, with an unusually large range of player props for American football and basketball.

The welcome offer is structured as insurance rather than a bonus: stake £10 or more on three separate events at odds of evens or better on your first day, and 50% of any net losses are returned as a free bet up to £25.

The main criticisms tend to point to the design. The site has a deliberately retro feel. The styling and graphics feel quite dated, harking back to an earlier era of online betting, which is clearly an intentional choice but will not appeal to everyone.

BetTOM has apps available for both iOS and Android, featuring live streaming for horse and greyhound racing, a bet builder, and Best Odds Guaranteed prominently built in. Withdrawal speeds are excellent. Same-day processing is standard.

Betano: for the 2026 World Cup

Betano is the best betting site for World Cup 2026 betting, and for football overall. It offers 200+ markets on Premier League matches and the popular ‘Lucky Dip’ feature for casual bettors. A standout addition is the ‘lucky dips’ feature, which is great for casual bettors looking for excitement and variation.

With the 2026 FIFA World Cup set to be the biggest ever, featuring 48 teams across Canada, Mexico, and the United States from June to July 2026, punters will want a bookmaker with deep football betting coverage. Betano delivers exactly that, with markets already available on World Cup winner odds, Golden Boot predictions, and group stage outcomes.

One of the most visually eye-catching betting sites on this list, thanks to its bold colour scheme and easy-to-follow layout, Betano is absolutely one of the best new betting sites. Whilst Betano was founded in 2017, it was only available to UK bettors in early 2024.

The Betano sign-up offer of bet £10 get £30 in free bets (3x£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.

With a 24/7 live chat, social media channels, a help centre, WhatsApp, and email, customers have many ways to get in touch. However, I found the wait times for live chat quite long.

Betano combines competitive World Cup odds and extensive market depth, making it the standout choice among the best new betting sites.

talkSPORT BET: for Premier League markets

Any sports fan in the UK will be familiar with this brand as a radio broadcaster, but now we have a new betting site, talkSPORT BET.

Operated by BV Gaming, the platform has hit the ground running. While the platform is new and the branding unfamiliar, the background to it all is well established. As you’ll see below, there are enough markets available, and getting started is easy. You may feel safe and secure, also in knowing that the ever-popular Ally McCoist is the brand ambassador.

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.

talkSPORT BET may be new to betting, but it is an established name in the sports industry via social media and radio. These are the key features of its betting arm as we see it:

• Sports Betting Range. 26 sports are available to bet on, with more to follow.
• Deep Football Markets. Premier League games, especially, have deep markets.
• Quick Registration. talkSPORT BET makes joining very fast and easy.

10bet: for their welcome offer

Having operated in the UK for a while, 10bet is relatively well established, though the site isn’t as visually exciting as many others. However, this isn’t the most important thing. What is important is substance and customer enjoyment, which there is plenty of at 10bet.

Firstly, the 10bet sign up offer of 100% deposit match up to £50 is very generous. That isn’t the only promotion, far from it; there are many other offers for a range of sports, including various free bets and the ‘2 goal lead’ feature.

An excellent selection of sporting events and markets is available at 10bet, though the odds offered could be a little more competitive. 10bet has social media channels, an email address, and a live chat, but these are not 24/7. With ten payment methods available, there is a good range to cater for all customers, including Apple Pay and other E-wallets.

Quickbet: for eSports

Quickbet is one of the best new betting sites in April 2026, offering bet £10 get £10 in free bets for new customers, 30+ sports markets, and one of the best eSports sections in the UK with coverage of 11 games, including live streaming.

Launched in early 2025, Quickbet is one of the newest betting sites to hit the UK market. Operated by L&L Europe Ltd, the same team behind established brands like All British Casino and Pub Casino, there’s proven experience behind this fresh-faced bookie.

The Quickbet website sports a clean, minimalist design with a black-and-burnt-orange colour scheme that’s easy on the eyes. Navigation is straightforward, and the standout search tool lets you find not just sports but also specific teams, bringing up all their upcoming events instantly. Page load times are fast, and placing bets feels smooth and efficient.

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.

One of Quickbet’s strongest selling points is the ‘Bet Mentor’ tool, which suggests recommended bets based on how much you want to wager and your desired return. There’s also a solid range of boosted odds across multiple sports.

With 30+ sports available and deep market coverage on football matches (200+ markets on big games), punters have plenty to work with. The eSports section is particularly impressive, with markets for 11 popular games, including Dota 2, Valorant, and Counter-Strike, some with live streaming.

Unfortunately, UK horse racing is notably absent from Quickbet, though Irish and international racing are available. There’s no Best Odds Guaranteed either. Payment options are decent, with Visa, Mastercard, PayPal, Apple Pay, Trustly, Skrill, and bank transfer all accepted.

BetVickers: for independent racing fans

BetVickers is one of the best new betting sites, offering Best Odds Guaranteed on all UK and Irish horse racing, a weekly free bet club for loyal customers, and competitive odds that regularly match or beat the bigger names in the market.

This is a family business with genuine depth. BetVickers was founded in 1986 by former jockey and trainer Ian Vickers, who spent the best part of four decades running betting shops in the north east of England before moving online in 2020. That experience shows.

The racing product is sharp. UK and Irish tracks are covered well, with international racing from the US, Japan, South Africa, and Australia also available. Best Odds Guaranteed applies from 9 am each day, and Extra Places offers add further value for each-way punters.

Football is well covered too, with over 100 leagues worldwide and a solid range of markets on top fixtures. The bet builder works for most major matches, though punters looking for shots, fouls, or more advanced player props will find the options a bit thin. The site is straightforward to navigate, and the mobile experience is clean, even if the app ratings currently lag behind some competitors.

The welcome offer gives new customers £20 in free bets after a £10 qualifying bet, and the Bet Club rewards regular punters with a £5 free bet every week for staking £30 at odds of evens or better. The main drawbacks are limited payment options and no live streaming.

Hollywoodbets: for Best Odds Guaranteed

Hollywoodbets is one of the best new betting sites, offering Best Odds Guaranteed on horse racing, multiple welcome offers, and 24/7 live chat support with response times under two minutes.

Though Hollywoodbets was founded in 2000, the bookmaker only became available to UK bettors in 2019. Hollywoodbets offers a few different welcome offers for new customers and ongoing promotions, such as “receive a £10 free bet each week you stake £100” and acca insurance.

You’ll find many betting markets available for the more popular sports and events at Hollywoodbets, although they don’t offer the best prices. However, they offer Best Odds Guaranteed for horse racing, which is always a plus.

There is a regularly updated YouTube channel with horse racing previews and football interviews with their partner, Brentford. Hollywoodbets offers an email and a very responsive live chat available 24/7, with responses typically under two minutes. Also, they offer a diverse selection of payment methods, including E-wallets, with withdrawal times of up to 24 hours.

Copybet: for in-play markets

Copybet is one of the best new betting sites, offering £60 in free bets for new customers after a £20 qualifying bet, plus excellent in-play markets for niche sports and automatic copy-betting from expert tipsters.

Unique in nature, Copybet, a bookmaker that automatically copies selections from the Copybet tipsters, is great for in-play markets, especially for niche games and sports. For example, at the time of writing, there were 16 markets available for a volleyball game. Even though Copybet’s odds aren’t the highest in the market, they’re up there with the better prices.

This UK bookie currently runs one of the most interesting welcome bonuses. The Copybet sign up offer grants customers £60 in free bets after a first qualifying bet of £20, with odds of 1.9 or greater.

Unfortunately, the website isn’t easy to navigate, which could pose problems for newbies. It’s also difficult to find the help or contact section. Even then, there isn’t a live chat or email, just a contact form and an FAQs page. A few payment methods are available, including payment cards and a couple of E-wallet options.

Heyspin: for live streaming UK racing

From a visual standpoint, Heyspin is not the best. The site feels quite bloated, which can be a bit overwhelming, especially for beginners. Heyspin offers a welcome offer for new customers, but it falls short of the industry standard. One nice addition is that Heyspin includes stats for each game to help bettors make better bets.

Unfortunately, Heyspin only offers UK and Irish horse racing, not international races, which is unusual for a UK bookie. They provide live streaming for the races they have. One positive is that Heyspin offers a good selection of customer payment methods, including E-wallets. Heyspin has a contact form and a phone number, but sadly, no live chat.

Virgin Bet: for live streaming

Everybody’s heard of the Virgin brand. A recent addition from this giant is Virgin Bet, launched in 2019. Whilst the site isn’t particularly eye-catching, it is nicely laid out and easy to navigate.

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. They entertain bettors through regular free bets when you place a qualifying bet, Best Odds Guaranteed, money back if your horse loses, and three free-to-play games daily.

One negative was the poor customer support on their site. While a live chat service is available, you can only get answers from a bot. The Virgin Bet contact email is also difficult to find. Occasionally, Virgin offered odds up there with the highest in the market; however, they don’t usually offer the best odds.

Kwiff: for the mobile app

The Kwiff website feels more modern than many traditional bookmakers, perhaps due to a quirky colour scheme. I like the style and found the website well-designed, allowing for a smooth experience. Kwiff provides a good range of promotions, including two options for the Kwiff welcome offer, ‘supercharged odds’, and a rewards club.

With 20+ sports available, the betting options are limited, though Kwiff offers competitive odds, which are often near the industry’s best. They have a good live chat with quick response times. The number of payment options could be increased to better cater to a wider range of customers.

SBK: for the odds

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.

BetGoodwin: for racing live streaming

Launched in 2022, BetGoodwin should be considered one of the best new betting sites. Firstly, they offer great odds at the higher end of the scale and often match the best in the market. They also offer Best Odds Guaranteed for UK and Ireland horse racing, plus live streaming is available when logged in for horse and greyhound racing.

One downside is the absence of a help centre. There’s also no FAQs page on the site, which is helpful for quick enquiries or when the live chat is closed. However, when the live chat is open, it is very good, with responsive and friendly agents. There is a real lack of payment methods (only Visa and MasterCard), although the withdrawal times tend to be quick.

Fitzdares: for free bets

Next, we have Fitzdares, which is definitely one of the best new betting sites. The Fitzdares website is great, informative, and clear. The customer support options are clearly displayed and provide 24/7 support via text, call, email, and live chat.

Also, they have ‘The Fitzdares Club’, two in-person locations where customers can become members. Fitzdares provides a regularly updated blog, podcasts, and newsletters for customers. All of these offer great customer service, and they have a more community feel.

Another great addition is that Fitzdares offers 13 promotions across six different sports, which is really good compared to industry norms. Plus, they provide a good range of sports – 28 – for customers to browse through, and stats are presented for each game, which is handy. Moreover, their odds are up there with the highest in the market, and they often match the top prices.

NRG Bet: for competitive odds

With a look similar to a few other sports betting sites on this list, NRG Bet isn’t unique, though it is eye-catching thanks to the colour contrast. The layout is clear and easy for bettors, even newbies, to understand. Unfortunately, NRG Bet does not have a welcome offer for the bookmaker or any other sports features; they offer only a selection of boosts.

On their website, you can find social media, an email, and a phone number, but there’s no live chat. Moreover, although there is definitely enough to choose from, the sports list on NRG Bet falls short of the industry standard, offering only 20 sports. One positive is that the odds at NRG Bet are competitive; however, they’re not the highest in the market.

PricedUP: for racing streaming

Founded in the summer of 2024, PricedUP is one of the newest in the industry, and this is evident in some aspects. Firstly, a huge negative is that PricedUP does not offer a welcome bonus or other promotions. However, I found the odds competitive and on the higher end of the spectrum, though not at the maximum.

Their website is adequate, easy to understand, and clearly displays the events and odds, but it offers nothing unique. Another downside is that there is no live chat. However, they do provide social media links and an email address, and they claim their customer support is 24/7, which is a plus.

Additionally, there is a lack of sports on offer: 20 are available, which is certainly enough, but nowhere near the industry standard. The more popular sports host events around the globe, with most offering a good selection of markets.

Gentleman Jim: for the site design

Owned by the Lovell Brothers, who also trade as Dragon Bet, Gentleman Jim is a welcome addition this year to the online sports betting world. They’ve made a strong start, too.

Not that we want to be dragged in too easily by clever marketing or graphical talent, but Gentleman Jim looks all class. There is a hint of nostalgia about this brand and its platforms, despite the modern techniques used to create and run them.

Bow-ties, flat caps, pocket squares and suits. It’s all there in the branding, and everything that comes along with it. Despite this, there’s still colour and a modern outlook in how this bookmaker is run, and, as noted above, Gentleman Jim has been started by people already experienced in the industry.

Though there’s no initial deposit bonus to get you going, there are some competitive odds and good market choices here. A betting app is already offered by Gentleman Jim, so you can do your betting on the move, too.

Though you can bet on football, casino games and more, the branding here tends to make us think that horse racing punters are being targeted. You can bet around the world on a platform that has already been established, with odds looking very good at this early stage.

Even as one of the new betting sites on the market, Gentleman Jim has plenty to offer. These are some of their key features:

• The Mobile App. Classy, easy-to-use app, similar to Dragon Bet.
• Great Interface. Like the app, the main site is easy to use and aesthetically pleasing.
• Good Betting Odds. Competitive odds are the key draw; sometimes ‘best priced’ on events.

Swifty Sports: for mobile football betting

Swifty Sports is one of the best new betting sites, offering Bet £10 Get £20 in free bets for new customers, Best Odds Guaranteed on UK and Irish horse racing, and a fast, mobile-first experience built around football and accumulator play.

Launched in 2022 and operated by Swifty Global (UK) Ltd under UKGC licence 58957, Swifty Sports has carved out a clear identity for itself: quick, clean, and focused. The app is one of the better ones among newer bookmakers: stable in-play, fast to load, and well-suited to accumulator betting.

Bet builder functionality and regular acca boosts make it a natural fit for football punters who like to build their own markets. Premier League coverage is particularly strong, with in-play graphics and stats that hold up well during live action.

Horse racing is also a genuine strength, with Best Odds Guaranteed applying to all UK and Irish meetings and daily price boosts available on selected races. Beyond those two sports, the breadth narrows. Swifty covers 20+ sports, which is adequate but short of what the bigger names offer, and esports, motorsport, and novelty markets are absent entirely.

The promotions are reasonable without being spectacular. Extra Places on qualifying horse races, Money Back Specials if your selection finishes second, and the Swifty Sprint free bet for regular greyhound punters all add value without complicating things.

There is no live streaming, which is the most obvious gap in the package. Payment options are also restricted to debit cards, Open Banking, and bank transfer, which will frustrate punters who prefer e-wallets.

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 free bets offer	Fitzdares
📊 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	Betano
⚡️ Best site design/user experience	Fitzdares
📱 Best mobile app	Kwiff

🏆 Best welcome offer – 10bet

Regarding welcome bonuses, 10bet’s 100% deposit match up to £50 truly stands out, especially as it only requires a modest minimum deposit. Unlike some competitors, this bonus is accessible across various sports and bet types, making it versatile for new punters who want to explore. Moreover, 10bet maintains low wagering requirements on bonus wins, which means it’s easier to withdraw real cash winnings

🎁 Best free bets offer – Fitzdares

Fitzdares rewards loyal users generously with a unique loyalty scheme offering a £10 free bet every Monday, which regulars have come to love. This free-bet structure is coupled with a seasonal array of promotions, including boosted odds and exclusive event offers, designed to keep things fresh and rewarding for ongoing players, particularly those active in horse racing and football.

📊 Best market selection – Betano

Betano’s market selection is impressive across popular sports, especially football and tennis, with extensive prop bets and in-play options. They also provide niche markets in smaller leagues, which other bookmakers often overlook, giving users a broader, more engaging selection to suit various betting interests

🏅 Best sports selection – Virgin Bet

Virgin Bet’s expansive selection of 39+ sports sets it apart. It covers mainstream options like football and horse racing but also offers unusual picks like futsal and surfing.

Virgin Bet has made a name for itself by providing in-depth options within each sport, making it ideal for bettors interested in exploring lesser-known sports markets alongside the classics

⚽ Best for football betting – Betano

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.

The addition of the ‘Lucky Dip’ feature for random match picks adds an extra layer of excitement, giving adventurous bettors a chance to try something new while sticking to competitive odds.

🐎 Best for horse racing – AK Bets

It’s clear that AK Bets specialises in horse racing. The site offers competitive odds, a great market selection, and racing content and tips.

💸 Best betting odds – SBK

SBK consistently offers some of the most competitive odds in the market, reflecting its unique exchange-based model that sources prices from global betting markets. This approach enables SBK to deliver impressive odds, often above average, especially for top sports like football and golf, giving punters excellent value.

📺 Best for live streaming – Virgin Bet

With one of the selections, Virgin Bet covers popular sports like football and tennis, as well as regional horse races, and provides reliable HD streaming. Bettors can seamlessly switch between betting and watching their chosen events, making Virgin Bet a standout choice for live sports fans

📞 Best customer service – Betano

Not for the first time in this section, Betano comes out on top. With quick live-chat response times and a variety of customer service options, Betano is hard to beat.

Betano is renowned for its customer service chat, email support, and extensive FAQ section. Live chat response times are notably fast, often within minutes, and their support agents are well-trained on betting queries, making it an ideal site for those who value dependable support

⚡️ Best site design/user experience – Fitzdares

Fitzdares has a classic design that combines elegance and usability. Navigation is intuitive, and the layout is well-organised, ideal for novices and seasoned bettors alike. The platform’s informative and detailed approach adds to its appeal, as bettors can quickly find market insights and tips without unnecessary clutter

📱 Best mobile app – Kwiff

Kwiff’s mobile app is designed for speed, convenience, and a bit of thrill. It features a standout “supercharged odds” function that randomly boosts odds on selected bets, adding excitement to each wager.

The app’s layout is highly intuitive, allowing users to navigate markets and place bets easily, even during live events. Kwiff also emphasises personalisation, with suggested bets based on user history and seamless switching between pre-match and in-play bets, making it one of the UK’s most innovative and engaging mobile betting experiences.

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 the security of a bookmaker than whether or not they protect user data with state-of-the-art SSL encryption technology. 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 Considering 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 favorite 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.

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.

Author’s pick: my favourite new betting site and why

Of the best betting sites for new customers featured in this list, there are a few good ones in April 2026. From a personal point of view, I’m a big fan of Fitzdares. The site design is excellent and unique, while the all-around betting package is good. The free bets at Fitzdares are great, too.

I also feel that special mentions should be given to AK Bets and SBK. SBK’s odds are very competitive, which is never bad, while AK Bets’ horse racing, greyhound racing, and betting content is very difficult to beat.

FAQ on new betting sites