New Betting Sites in the UK in 2024


New betting sites pop up more often than you’d think. That’s why keeping track of all of them is harder than it sounds. Despite the “maturity” of the UK betting market, there is still an influx of new betting sites.

Besides bringing you the latest betting sites, we reveal everything you should know before joining one.

Here is our list of the best new betting sites in the UK for 2024:

Best New Betting Sites – Just Reviewed!

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18+, New Players Only, Min. qualifying deposit: 1000 INR – Wagering requirement: 1x at odds of 1.70 – Full terms and conditions apply – play responsibly.

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Benefits of Joining New Betting Sites

New betting sites have to go above and beyond to earn the trust of bettors. They are competing with competitors that, similarly to them, launched recently but also with well-established giants.

To do this, they need to offer something better, something more attractive. Some of the benefits that come with signing up to new UK betting sites are as follows:

Free Bet or Sign-up Offer

Taking advantage of the betting bonus available to new customers is highly recommended. However, these are only at your disposal if you are a new customer. It’s likely that you already have accounts with some of the older or better-established betting sites, so a new betting site could be the breath of fresh air you didn’t know you needed.

In most cases, the new free bet that comes on the market is the prime reason why many punters flock to a new bookmaker. It’s straightforward, the more new betting sites there are, the more new betting bonuses are available.

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United KingdomUnited Kingdom
18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit,: £10, max £10 free bet valid for 14 days, bets must be placed at odds of 1/1 or greater and be settled within 14 days of placement. System bets not eligible. Neteller,Skrill and Paypal not eligible. T&Cs apply #ad

Customer Support

These newly launched brands have the enthusiasm to overcome any challenge thrown at them. Their customer support departments are more motivated to excel and deliver services that are better than the one you get at long-running online bookmakers. Then again, this isn’t always the case, and can sometimes be hit or miss. We recommend double-checking with our betting site reviews to guarantee there won’t be any unpleasant surprises down the road.

 betiton logoBetitonwilliam hill logoWilliam Hill
MethodsEmail, Live ChatEmail, Live Chat, Phone Support
Open Hours7 AM to 11 PM (GMT); 7 days a week24/7
Response Time20 seconds30 seconds
QualityExcellentVery Good

Better Mobile Betting App

It’s commonly accepted for betting operators to only rarely update their mobile apps’ user interface. The reason behind this is that most existing, loyal customers likely won’t be too happy to have to relearn where everything is. Although some of them desperately need overhauls, they adamantly keep the outdated apps.

However, this isn’t the case with new sports betting sites! With a new bookmaker, it’s almost guaranteed that you get the latest and the best design. They don’t have to spend years of researching what bettors need. All they have to do is take the best features of the betting apps already out there and combine them. Nevertheless, it gets a bit tricky with certain betting features, like live streaming.

More Betting Offers

In recent times, pretty much all betting sites, new or old, have the same offer. Due to the source of the odds, even they are identical. However, new sports betting sites are known to offer some unconventional betting markets or offer odds for events that you won’t see at well-established bookmakers.

In addition, betting with new bookmakers puts you in a better position, where you can get more betting promotions as an existing customer. These “betting offers” take the shape of:

“All that glitters is not gold”, and you should take a close look when going for these offers. They may not necessarily be bad, but they might not be the right fit for you.

💡 TIP! Unfortunately, due to the Advertising Standards Authority’s regulations, we cannot compare bonus offers in this way. The main reason is all information MUST be updated regularly. The problem is we do not get quick updates from most UK betting sites. In particular, new sports betting sites tend to change their offers more often.

Cons of New Betting Sites

The one thing that puts new online betting sites at a disadvantage is their budget. Cash flow is not an issue for betting pioneers like 888sport and William Hill, but it is for new bookies. This lack of funds translates into restrictions that affect their customers, one way or another.

Odds Quality

The margins are less attractive to experienced bettors that put price-quality above else. Many will agree that this is what matters the most, and they are not far from the truth. However, a casual punter won’t feel a difference that’s measured in pennies. Then again, punters who are risk-seekers will notice this.

Over time, even new betting sites have their margins aligned with the market average. As they mature, as they lose the “new betting site” label, the odds shift in a better direction.

Norwich – Burnley (19/20)*** betiton logoBetiton bet365 logobet365
Home 9/4 (3.25) 11/5 (3.20)
Draw 9/4 (3.25)  12/5 (3.40) 
Away 6/5 (2.20)  5/4 (2.25) 
Over round  106.99%  105.10%
***Odds picked on 17th of July 2020, 12:39 (UK)

Potentially Low Withdrawal Limits

The budget issue we mentioned earlier is also reflected in new bookies’ withdrawal policies. While this doesn’t apply to all new betting sites in the UK, it does to some depending on what type of new bookmaker they are.

Whether it’s a new online betting site or not, you will get your money if it’s a licensed betting site in the UK. The problem is, if the operator has stated they will pay you out just £5,000 per week, bigger withdrawing those big wins will take some time. Again, you will get your winnings, but it might just take a while.

On the bright side, it’s common for new online bookmakers in the UK to list these kinds of limits as a precaution. In most cases, they’re likely to pay out the full withdrawal amount in a single transaction.

  betiton logoBetiton william hill logoWilliam Hill
Maximum Withdrawal Limit £7,000 per month N/A
Win Limits £90,000 £2,000,000 (certain competitions)

Usually Unfavourable Bonus Offer Terms

The number of bonus offers may be higher, but that doesn’t mean that they are better. The playthrough requirements, or better known as wagering requirements, are more important than the bonus amount you get on your deposit. Besides the WR, the minimum qualifying odds to trigger the free bet offer play an important role as well.

In general, new betting sites set harder to complete wagering requirements. This is why we always show bonus terms of this kind, and we analyse and elaborate on them in our bookmaker reviews.

  betiton logoBetiton 888sport logo888sport
Minimum Qualifying Odds (to trigger offer) 1/1 (2.00) 1/2 (1.50)

Types of New Bookmakers

There are 3 different types of new betting sites in the UK. The categorisation is based on:

Each has its pros and cons, but they all fit the points we outline earlier.

New Independent Betting Operators

This type of new online betting sites is the rarest. A new company rarely shows up. The differences between new bookmakers and well-established ones are most evident with this kind of betting sites. Their motivation is sky high, they don’t have big budgets and they can truly make a difference.

New independent bookmakers are the most volatile of the three types because there’s no track record to judge them by, and we don’t know if the company will break even following the early stages of the betting operator lifecycle, which is the hardest!

Part of Big Gaming & Betting Groups

These come in second, and they usually don’t get a lot of attention. In some cases, it’s established online casino operators that decide to launch a sportsbook. A good example of a new betting site of this kind is LeoVegas Sport.

Another sub-type of this category is a new brand, but one that is owned and run by a big group. For the sake of consistency, an example would be BetUK, also owned by LeoVegas.

💡 TIP! SOME betting companies do not allow customers to claim two or more new customer offers across their brands. This information can be found in their bonus policy or their terms and conditions.

They are easier to evaluate and have a good idea of what new customers get. New betting brands part of established groups have the best of both worlds:

White Label (One Bonus per Licence)

Lastly, there are the “white label” new betting sites, which pay to use another bookmaker’s platform. In short, these brands are owned by different companies than the platform they’re renting, but the product and everything else that comes with them is the same. This includes, and is not limited to:

The only difference is the name of the bookmaker and the branding. In short, white label betting sites are safe, but they cannot compete with operators that offer a custom interface with cutting-edge features. The whole idea of white-label brands is to be scaleable, not to be the best. Moreover, like other betting sites, they too come with more products, such as casino, live casino and some even offer poker!

💡 TIP! White Label betting sites do not allow customers to claim welcome offers at several different brands that are under the same licence. This is sometimes referred to as the “one bonus per licence” rule.

An example of a recently launched white label betting site is Karamba. Besides a sportsbook, they also offer casino games.

Sports Betting with New UK Bookmakers

A few years ago, new sports betting sites were very enthusiastic about exploring and introducing novelties in their sportsbooks. Not so long ago, a bookmaker offering eSports betting bonuses was considered “exotic”. And in a way, this is still kind of true. Only a few bookmakers will offer a bonus targeting eSports punters. What all of these have in common is that they are relatively new on the online betting scene in the UK.

The betting options don’t vary that much between a new operator’s sportsbook and one that’s been around for years.

However, when it comes to the betting features that are based on the product, there are some differences. This is merely an example.

Features Available

New Betting Site Established Bookmaker
💸 Cash Out 📺 Live stream
🧮 Bet Calculator 💸 Cash out
  ➕ BetBuilder
  🧮 Bet Calculator

Live streaming is reserved only for the biggest brands. The licensing fees to broadcast live sports cost a lot, especially if the operator wants a complete coverage. Cash out was another feature that was often found missing at new betting sites, but in recent times, it’s mostly become a standard feature from day one.

Supporting tools like BetBuilder or “same game acca” can be found only at well-established betting sites.

How Reliable are New Online Bookmakers?

Due to the legal nature of the UK betting market, all online betting sites are considered safe and reliable. However, this doesn’t mean that you can get the same betting experience at all of them. The quality of the odds, the product, the other site features provided, all of them play an important role.

As far as safety and security are concerned, as long as you’re betting with a licensed UK betting site, you have nothing to worry about.

The UKGC First Line of Defense

The UK Gambling Commission has done a fantastic job regulating the betting industry in the UK, compared to what’s going on in other jurisdictions. Their practices and policies are an example for other markets. Because the UK online betting market is so well regulated, bettors have a lot of safe options at their disposal. There cannot be a new betting site in the UK without a licence.

Over the past few years, the UKGC has weeded out all of the shady and unlicensed online bookmakers that were accepting deposits from UK customers. There isn’t a vacuum or lack new online bookmakers. It is a saturated market. It is not worth it for non-UK online bookmakers to even try to compete for UK customers. The Gambling Act 2005 was just the start of the end of off-shore sports betting sites.

Responsible Betting

Despite being at the centre of “negative” attention, the betting industry has persevered and improved in the areas where it was lagging. Namely, responsible gambling and responsible betting mechanism have made the market a much safer place. Then again, it’s always better to prevent than to react, which is why the UKGC, along with leading organisations such as BeGambleAware have made proactive control a massive priority.

We at strongly encourage all punters to bet responsibly. If there’s a need for help, and are there to help.

All UK betting sites, including the newest bookmakers on the market, are part of the centralised database of self-excluded customers. If you have self-excluded already, and your time-out period is still not over, you won’t be allowed to join even the newest betting sites.

Frequency of New Betting Sites Opening

There are much more betting brands than there are licensed entities in the UK. The licensing process can be quite long, and because it’s a saturated market, we don’t see dozens of new bookies hit the market each month. Also, we’ve noticed bigger influxes of new UK bookmakers getting launched just before major sports events, like the World Cup for example.

An estimate would be that there are one to two new online betting sites getting launched in the UK per month. With 12 to 24 betting sites per year, the UK betting audience has quite a lot of choices!

Is it Worth Joining a New Bookie?

Based on what we pointed out, it depends on what you are looking for. If you want to be eligible for a welcome betting bonus and place your bets on a modern betting app with a well-optimised user-interface, go for it. That’s a mouthful, but that’s what it boils down to. You can occasionally find well-established betting sites that feature sleek, modern design, but you still won’t be eligible for the new customer offer if you’ve previously bet there before.

It’s almost as if new betting sites show up only because bettors want a new customer offer.

On the other hand, if you’re not into betting offers, a recently launched bookmaker will provide you with a new environment, and new design. But that’s pretty much all you can hope for!

New Betting Sites FAQs

What’s the best new betting site? close icon

This will depend on what you need from a betting site. Some punters like to have daily promotions and bonuses, some only care about the best betting odds, and some want the best live betting experience. Take a look at our list of best new UK bookmakers above and take your pick!

How do I know if a new bookmaker is right for me? close icon

We recommend making that choice for yourself, as you know your individual needs better than we could. However, feel free take a look at our guide to new betting sites above to learn what it is you should be looking at when choosing which new betting site is best for you.

Why should I open an account with a new online betting site? close icon

There are a number of reasons why you should open an account with a new betting site, and we discussed the main advantages to new bookmakers in more detail above. These include sign up bonuses, promotions for existing customers (free bets/money back specials), and technological advances that add to the user experience. And don’t forget to check out our odds comparisons to see which bookies give you the best bang for your buck!

Can new online betting sites be trusted? close icon

It always makes sense to exercise caution when parting with your bank or credit card details online. New online betting sites can pop up and disappear in a short space of time, so it is imperative to know that your prospective bookmaker can be trusted. There is no foolproof way to be sure of a new online betting site’s credentials, but take a look at our guide to new betting site safety above.

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