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Check out the freshest bookies in the UK market

Best New Betting Sites For UK Players

As well as the established names there are a number of fresh, new betting sites making an impact on the UK sports betting scene. These sites can provide a refreshing approach and can offer interesting features and good value sign up offers so they new bookies emerging on the scene are well worth checking out. have compiled a top list of the best new betting sites in the UK.

RankSportsbook NameLaunch DateSign-Up Offer
1SBK2019Bet £10 get £30 in Free Bets
2Lottoland2022Stake Back as a Free Bet Up to £5
3Fafabet2021Up to £50 Free Bet + £20 Casino Bonus
4Planet Sport Bet2021Bet £10 Get £10
5Bzeebet2022Bet £10, get £10 in free bets

Launched: 2019

SBK burst onto the scene in 2019, and although they are still classed as a new bookie, they are up there with the best in the business in a number of ways. A mobile only sportsbook, they have one of the best betting apps in the UK and they offer highly competitive odds, especially in football.

Launched: 2022

Lottoland have made a great start to their sports betting venture. Their football betting is excellent in terms of range, depth and odds. They also cover tennis, cricket, esports and virtual sports really well. Traditional US sports are well catered for. Fans of MLB and the NBA will find a good range of markets to bet on. They have a solid welcome offer, sound promos and a good range of payment methods. Online since 2022, they are a new betting site worth trying out.

Launched: 2021

Fafabet have made great strides since their launch in 2021. They have a great value welcome offer and have a whole host of interesting promotions for existing customers. This, combined with competitive and fair odds and a sportsbook with range and depth, makes them a recommended betting site to visit if you are looking to try a new bookie.

Launched 2021

Planet Sport Bet have made a positive impact on the UK market since springing onto the scene in 202. They boast a number of positives, such as their coverage of football, horse racing and greyhounds. Their odds can be competitive, they have a number of betting features and cover a decent range of sports and markets. Their website and app are very good, and customers can enjoy all that the site has to offer on a pc or a mobile device. They are well worth a visit, for both novice and experienced bettors.

Launched: 2022

Bzeebet have a great range of sports and markets, with football being especially well catered for, with many leagues. They have a good in-play section and offer live streaming. The Live Chat on their customer support section is excellent, with a rapid, friendly and effective service provided on a consistent basis. Online since 2022, they are an interesting addition to the UK gambling scene and are well worth a look.

Best new betting sites for UK players: Did you know?
SBK may be a relatively new name to UK punters, however, they are owned by established betting exchange Smarkets, who have become one of the most trusted operators in the UK.

What is the criteria we used to evaluate the best new betting sites? 

  • Licences – All punters want to make sure their financial details and personal data are safe. The only way to guarantee this is by playing with a licensed bookmaker. A bookie’s licences and it will be visible on their website. All sites that feature on are fully licenced.
  • Competitive Odds – Whatever positives a betting site offers, bookmakers, to a certain extent, stand and fall by the quality of their odds. The prices offered by betting sites are an important factor which we consider when looking for the best new betting sites. Be sure to compare prices across sports and leagues to get the best value.
  • Bonuses & Welcome Offers – These are a vital component of any betting site’s repertoire and we have looked into this thoroughly. Offers and bonuses have different pros and cons. Always look for a welcome promo which suits your betting habits.
  • Betting Market Coverage – It is important to be able to find the markets, leagues and sports that you want to bet on, therefore the range of coverage is an important factor which we consider.
  • Betting Apps – Betting on the move is becoming increasingly popular and this is done more easily via an app. We check out the quality and usability of mobile apps when evaluating new betting sites.
  • Range of Payment Methods – It is important to have a range of methods available for deposits and withdrawals. We investigate payment methods and options thoroughly when reviewing online sportsbooks. Check out our page on payment methods for more information.
  • Withdrawal Processing Time – Having your cash with you as soon as possible when you withdraw your winnings is important. We look into and evaluate the withdrawal processing times when rating the UK’s new betting websites.
  • Customer Support – It is important to be able to contact a betting site if there is a problem. When rating the best new betting sites in the UK we look into the range and quality of their customer service, including the range and quality of contact options.
What is the criteria we used to evaluate the best new betting sites?: Did you know?
The UK Gambling Commision, who provide licences for UK betting sites have three main objctives: These are: preventing gambling from being a source of crime or disorder, being associated with crime or disorder or being used to support crime. ensuring that gambling is conducted in a fair and open way. protecting children and other vulnerable people from being harmed or exploited by gambling.

Most common types of welcome bonuses you can expect from a new betting site

As with established betting sites, there are a number of different types of welcome bonuses which you can take advantage of when signing up to a new betting site.

Free bets

 Most UK betting sites use free bets to bring in new customers. These usually go into your account as soon as you make a qualifying deposit or qualifying bet. This gives you the opportunity to explore the bookmaker in a  relatively risk-free way. Once you have met those initial qualifying requirements, you should not lose any further money with your free bets. They are not likely to have any wagering requirements so if you are lucky enough to back a winner with your free bet, you can withdraw the winnings straight into your bank account. Remember that the free bet stake will not be included in the winnings that you are able to withdraw and there is likely to be a minimum odds requirement. Free bets can also take the form of a matched percentage of your first deposit. SBK, Lottoland, Fafabet, Planet Sport Bet and Bzeebet all have some form of free bets as part of their sign up offer.

Bet to Get

The most common form of new customer bonus is the ‘Bet to Get’ offer. Sign up to a new site, bet a certain amount and then receive a quoted figure in free bets. A typical case might be a ‘Bet £5 Get £20 offer’ in which you would bet £5 on a qualifying market and then get a £20 free bet in your account. The main advantage of this type of offer is that it doesn’t require you to make a certain level of deposit, unlike a deposit match bonus, although similar terms and conditions will apply. SBK, Planet Sport Bet and Bzeebet have welcome offers that fall into this category.

Matched deposits/bets

Matched deposits are another type of welcome offer. Remember that these offers will likely have wagering requirements. Each offer is different so it is important that you understand the specific terms and conditions.

Enhanced odds

Another very popular welcome bonus is enhanced or boosted odds on specific one-off games or events. The stake will often be limited to between £1 and £5 but odds will be enhanced to prices of, for example, 50/1 on popular events. You are paid out winnings on regular odds as cash before the boosted odds are paid as free bets. Again these offers will have specific terms and conditions.

Risk Free Bets

Bookmakers often try to stand out from the crowd  by providing a cash-back offer to customers who sign up, deposit and place a bet, as opposed to the more usual free bet offers. To qualify you will need to place a bet with a specific stake amount and odds. If your bet loses, you will receive the same amount back as cash, up to a certain limit such as £20.

No Deposit Bonus

Free bets with no deposit are effectively free money to wager with. You don’t need to deposit funds to your account; just open a new account with a sportsbook and you’ll be given money to start betting with. The amount of free bet money with most no deposit free sports bets may be relatively low, beginning at roughly £5. There are two sorts of no deposit incentives: no deposit bonuses with no restrictions and no deposit bonuses with restrictions. The former is uncommon since it may be used on any sport or market, while the latter is limited to certain markets.

Casino Bonuses

Betting sites who also operate a casino often include a casino bonus as part of the welcome offer. Fafabet is a case in point.

Stake back as a free bet

Some bookies will offer you the chance of your stake,or part of your stake back as a free bet if your first bet loses. Lottoland, for example, have a welcome offer, which gives new customers their stake back as a free bet up to £5 when they bet £5 or more on the sportsbook, if their first bet loses.

Most common types of welcome bonuses you can expect from a new betting site: Did you know?
Many welcome bonuses come with wagering requirements. Always read the Terms and Conditions

All of the betting sites featured on are fully licenced and regulated. They all hold licences from the UK Gambling Commission, who in turn monitor them. Therefore, they have to adhere to certain standards which serve as protection for the customer. Problems arise when punters are tempted to go to unlicensed betting sites or betting sites who are not transparent in their dealings. If you stick to the fully licensed sites everything is legal and, in the vast majority of cases, perfectly safe.

A betting site’s attitude to responsible gambling is also vital. Well regulated and trustworthy bookmakers in the UK all have a number of tools to help customers stay in control of their betting. Our section on responsible gambling explains more on this.

Indicators to help identify suspicious betting sites:

  1. Lack of licences: Never play on unlicenced betting sites. you can only be confident that your money and data are safe and that conditions are fair on licensed sites.
  2. Independent bookies: While some small,independent bookmakers are perfectly trustworthy and safe, it is easier for smaller operators to slip through the net. If using a small, independent bookmaker check their liecences and check out customer reviews.
  3. Connections to untrustworthy operators: New betting sites who have links to operators who have been proven to lack integrity should be avoided, or, checked out thoroughly.
  4. Unrealistic betting Bonuses, offers and promos: Unreasonable sportsbook offers can be another sign of a scam. If something looks too good to be true, then chances are it is!
  5. An unprofessional website design: If the website looks rushed, rough and ready, that could be a sign of a hidden problem. Scammers need the bare minimum in terms of web design to hook a few punters in and claim their cash.
  6. Unsolicited  E-mail messages or phone calls: Millions of people have experienced scams orchestrated through these methods in other areas. It can happen in betting too. New players are usually asked to provide their contact information during registration. Some new sports betting sites with bad intentions simply want to get your personal information. 
  7. Frequent changes in ownership: You can easily know the company that operates an online bookmaker site by looking in the footer area. There is nothing wrong with changes in ownership, however,  alarm bells  should sound if this happens countless times.
  8. Winnings not awarded: If winnings are not paid out, if you do not get the correct amount back on a winning bet, it could be a sign that the betting site is not 100% reliable and legal. Transparency is key, punters should always know how much they stand to win based on the betting odds offered by a bookie. Winnings must be traceable and readily available once the wagers are settled. 
  9. Withdrawal delays: Betting scams are usually designed to steal your money. This can happen when you deposit or after winning. Some scam bookies will just lose their customers’ winnings in a way you can’t comprehend. Others will simply let you win, award your winnings but cause undesirable delays during withdrawals.
  10. Complicated Terms and Conditions: All well regulated, legal and trustworthy betting sites have different types of terms and conditions,  including general terms, bonus T&Cs and privacy policy. If these T&Cs are so extensive and complicated that it prevents the bettor walking away with money, and that all bonuses have huge wagering requirements then this should be a red flag.
  11. Betting site frequently under maintenance: The best online bookmakers will do maintenance only when it’s necessary and even let you know in advance. But regular maintenance could also be one of the warning signs of an unreliable site, who might just go down when you want to withdraw cash.
  12. No customer support or contact information: Reputable betting sites will always have at least one medium for customer support.
Is it legal and safe to bet on new betting sites in the UK? Did you know?
Many problems can be prevented before they start by only playing on licenced betting sites.

New Betting Sites vs Established Betting Sites: Pros and Cons 

New betting sites can be exciting and allow you to see things from a fresh perspective. Every so often a new bookie will come along and go on to be part of fabric of the British gambling scene. However, we all enjoy the familiarity and security of an established company who we know is giving us good value. We have provided a quick run-down of the pros and cons.

New Betting SitesEstablished Betting Sites
ProsMore user-friendly Lucrative welcome offersCompetitive OddsAvailable mobile appsInnovative featuresBuilt up reputationWide range of promotions Less bugs due to greater experience More marketsDeeper coverage
ConsMay have less markets Less depthLack of promotions Reputation not as establishedNo new features Lack of welcome bonuses Possibility of lack of value in odds through complacency

How To Sign Up At A New Betting Site

Prior to signing up at a new betting site, it’s best to check that the site has a valid licence from an official gambling authority such as the UK Gambling Commission. It’s also worth conducting thorough checks on the reliability and reputability of the site you wish to use.

You should be able to check out some reviews from previous or existing customers to get an idea of what the betting site’s services are like. Once this step has been completed, it should be easy to find the ‘create an account’ section on the website.

Betting sites will usually require their new customers to create and validate an account before they can start playing and placing bets. Once a valid account has been authorised, it should be pretty easy to start browsing the games and events.

And don’t forget to take full advantage of any signup bonuses that can help give your new account a big boost.

How To Place Bets With New Betting Sites

It should be quick and easy to place bets on new betting sites. The new sites will want to make it as straightforward as possible for new customers to get started with their services. The first thing to do would be to select the payment method of your choice.

This will usually include more traditional methods of payment such as using a credit or debit card to complete a bank transfer. Most new betting sites will also offer customers to use e-Wallets to make deposits and withdrawals.

These can be very convenient and quick to use. Some sites now offer the chance to use crypto as a payment method. However, this method can be restricted based on availability and legality.

Once you’ve made a deposit, placing a bet is as easy as finding your desired selection, inputting your wager amount, and hitting ‘place bet’.

New Betting Sites Coverage

New betting sites will generally try to offer similar services to other competing websites. However, many will also include additional bonuses, offers and features to give them an edge over the competition. New betting sites can offer a variety of different bets and different ways of making deposits and withdrawals.

New Betting Sites: A fresh perspective for punters and the chance to bag a bonus

While we all enjoy our favourite betting sites which have served us well down the years, new bookies appearing on the market provide us with the chance to try something different, find some value and get a new perspective as we progress on our betting journey. The sites featured in our toplist of the best new betting sites in the UK are all solid and reliable and all offer something a little different, while providing good value.

Remember that when using new betting sites and established betting sites to ensure that they are fully licenced and regulated and to always gamble responsibly.

Check out the best betting sites in the UK with

Frequently Asked Questions

Great question! We only partner up with sports betting sites that have a United Kingdom Gambling License (UKGC) license. A license means that the site is legally allowed to offer online sports betting.

As of 2020, the UKGC imposed a ban on credit cards for online gambling operators in the UK to protect players from spending money they shouldn’t on online gambling. It’s a welcomed aspect of responsible gambling and we support this 100%.

All sports betting sites use high level encryption protocols. The best ones use the same 128-bit SSL encryption used by online banks. In other words, it’s perfectly safe.

First off, “live stream” is a little misleading since it’s going to have a few seconds delay. Your live bets won't exactly be live if you plan on using the live stream for information. Also, not all new sites will offer live streaming since a lot of leagues, including the Premier League, is not available due to broadcasting rights.

Kind of. The stake is free to use on a bet as long as it’s within the terms and conditions. If your bet loses, your account balance will still be the same, but if you win you get to keep the winnings minus the stake. You can’t just convert the stake from a free bet to withdrawable money and go to the pub for a Sunday roast.

We know that this feels very intrusive, but when you think about it there are lots of times when you don’t have a problem with verifying your identity. There’s no difference between a sportsbook wanting to verify your identity and the shop attendant asking for ID if you want to buy tobacco products.

Many online betting websites offer an in-play betting section and as part of that, they offer live streaming across many different sports if you want to watch the live betting action. However, many new betting sites have limited live streaming when they are getting established. Be sure to check out what they have available.

There are a lot of new bookies appearing on the market each year. However, it is not easy to make an impact. Each new bookmaker must meet strict criteria not only to be granted a licence in the UK but to also be successful with punters. Sites that don’t offer many promotions, offer low odds, few markets, and lack any sort of a loyalty scheme are unlikely to prosper in the incredibly competitive UK betting world. have highlighted the new betting sites who have proved that they can offer something new and can give customers good value.


Chris is a former athlete and a qualified PE teacher. He is a keen football fan, watching many matches at different levels throughout the season, and enjoys following many different sports. With betting and sports sites, he has a keen eye for detail and can to highlight positives and negatives for users. His experience in sport as a performer, teacher, writer and fan allows him to see things from many different perspectives. Editorial Promise