Welcome to our review of the latest and greatest new betting sites. When it comes to picking a newly-launched sportsbook, you really are spoiled for choice at the moment. Fresh ones are being created all the time, and the overall quality of these new betting sites is only getting higher. In this article, you’ll get the lowdown on how to choose a new betting site, plus a curated list of your very best options right now.

Best New Betting Sites in the UK – April 2021





18+. UK+IRE only. T&Cs apply.

18+. New customers only. United Kingdom, Ireland, Norway, Finland and Canada only. Min odds 2.00 (1/1). First deposit of £10 or more. Full T&Cs apply.

18+. T&Cs Apply. Please Gamble Responsibly. BeGambleAware.org

*new customers only | Min odds of 1.75 | any market except EW bets

New customers in the UK and Ireland only. The minimum deposit is £10 which activates a bonus of £5. The maximum bonus amount is £50 which means £100 must be deposited to receive the maximum amount. The deposit and bonus must be staked six times before the bonus and any winnings can be withdrawn. T&Cs apply.


Min deposit £20 + bet on sports. Full T&Cs apply

New players only. Minimum £10 qualifying bets. No cash-outs allowed. Free bet is a one-time stake of £30, minimum odds of 2, stake is not returned, maximum Conversion £30, 10X wagering the winnings, valid for 5 Days from issue. Excluded Skrill deposits. Full T&Cs Apply
New players only. Minimum stake £10, minimum odds 1.5, stake not returned. 10X wagering the winnings from the free bet. Wagering occurs from real balance first. Wagering requirement is calculated on bonus bets only, wagering starts from real funds. Free bet is valid for 7 days from issue. Max conversion: £20. Excluded Skrill deposits. Full T&Cs apply

Bet £10+ at odds 1.50+, get 2 x £15 free bets, 7 day expiry, credited after first bet settles. Opt in, 1 x customer. Bet type, Free Bet restrictions and T&C’s apply.

New players only. Minimum stake £10, minimum odds 1.5, stake not returned. 10X wagering the winnings from the free bet. Wagering occurs from real balance first. Wagering requirement is calculated on bonus bets only, wagering starts from real funds. Free bet is valid for 7 days from issue. Max conversion: £20. Excluded Skrill deposits. Full T&Cs apply

New players only. Minimum stake £10, minimum odds 1.5, stake not returned. 10X wagering the winningns from the free bet. Wagering occurs from real balance first. Wagering requirement is calculated on bonus bets only, wagering starts from real funds. Free bet is valid for 7 days from issue. Max conversion £20. Excluded Skrill deposits. T&Cs apply.
Get £20 in Sports Free Bets & a £20 Casino Bonus when you bet just £5. Full T&Cs apply
New customers only. Max one £10 free bet. Qualifying bets must be placed at odds of 1/1 or greater. Paid as bonus token with min 4/5 odds required. Skrill, Neteller & Paypal not eligible. T&Cs apply. 18+

18+. New depositing players on STSbet.co.uk only. Promotion from 11/02/2020 until further notice. First deposit min £10. Qualifying bet: min. £10 accumulator bet with at least two selections with min odds of 1/2 (1.50) per selection. Bonus: 50% of the amount of the first bet. Max. bonus £40. Min. 6x wagering with bonus on min odds of 1/2 (1.50) before withdrawal. Deposit method restrictions. Bonus valid for 7 days. Full T&Cs apply. BeGambleAware.org.

How to Choose a New Betting Website

Picking a new betting website is easier said than done, particularly with the wealth of options you’re given nowadays. That said, there are a few key factors we’d recommend always keeping in mind during your research, with these being the most important of all. 

Security and Trust

New bookies don’t have the track record of the older, established names. Thus, you need to find other reasons to trust them. By far the best way to develop this trust is by finding the licenses a website has, which should – at the very least – include one with the UK Gambling Commission. Elsewhere, check that the likes of data encryption, and the separation of customer and company funds, are in place. 

Welcome Offer

A quality welcome offer can easily be enough to sway you between one betting site and another. Don’t be taken in by the title of the offer, however. Instead, delve into its T’s & C’s to check whether it’s offering genuine value, or is subject to a catch or two. 

Market Selection

Quite simply, you need to be sure that – if you want to bet on something – you will be able to. Check not only that your favourite sports are in place, but that there’s enough depth to the markets too. Naturally, the more actual bet types those markets have, the better. 

Customer Service 

Problems will arise, even with the top new UK bookmakers. The important thing is that you can get those problems addressed quickly, and there are two parts to this. Firstly, does the bookie provide a few direct contact options, preferably including live chat? Secondly, what are the contact hours for these options – will you be able to get help when you really need it?

Ongoing Promotions

Ongoing promotions are a great way for bookies to deliver extra value to bettors, and reward them for their loyalty. They’re not always the strongest suit for new sportsbooks, so – if you can find one with quality longer-term deals – that’s a major bonus. Again, though, be sure to check the T’s & C’s before committing to an offer. 

Top New Betting Sites for UK Punters


If you are a user of social media, particularly facebook and twitter, you would have noticed the advertising campaigns of SBK. They target a young audience daily on social media and that approach has led to a rapid growth in popularity. They are another firm who are mobile only, focusing everything on allowing customers to gamble on the go.

The mobile app is a joy to behold and it allows you to enjoy the thrill of a bet when you want, where you want and on what you want. Get your cash down on football betting, horse racing, greyhounds, boxing, tennis and more, all at the click of a button. You are in complete charge of how you spend your stake money and that has been a long time coming. The SBK advertising campaign offers customers the chance to be one of the first to experience the boldest prices and newest features in betting.


The interesting thing about BetBull is that they are a mobile only bookmaker who run everything off their app. For that reason, you won’t find a web page or traditional desktop website. All that is available to users of a home computer is a landing page telling you everything you need to know about the site and how to download the app to ios or android devices.

As you can imagine, the BetBull mobile app can be downloaded to your phone or tablet in a matter of minutes. It’s fast, modern, efficient and stylish, allowing you to bet easily on a long list of sports. It has been predicted there will be a time in the very near future when more bets will be placed on mobile apps than on desktops and in store combined. BetBull have jumped the queue and are ready for the brave new dawn.

Customers, both new and existing, receive a list of benefits, including a welcome bonus that promises customers up to £100 in free bets. Deposit £20 or more and BetBull will match you with a free bet, allowing you plenty of cash to get a feel for how the app works.


This is a brand who seem determined to do things differently and ruffle a few feathers in the process. They want to shake things up and show customers there’s a new way to bet and it’s twice as exciting as before. The growth in popularity of online betting has made for a cut-throat business but it’s bookies like Mr Play who are thriving because they are bold and innovative.

Mr Play pride themselves on their modern pulse betting promotion and this offer alone shows us exactly what they are all about. The website needs a bit of work as it’s often a step behind compared to the free-flowing apps of the competition, but Pulse betting is worth waiting for. Mr Play has a Malta head office and a background specialising in casino betting, so approaches the sportsbook from a fresh angle that allows them the chance to do things differently.


Betiton might not have the sleekest interface, but don’t let that fool you. Under the surface, this is already a seriously competent sportsbook, despite having only launched in early 2020. 

Any Betiton sports review should get off to a good start, courtesy of their excellent welcome offer. You only need to bet £15 in order to get a £10 free bet, which is already good value. Even better, though, is the lack of rollover requirements for winnings from that free bet. The token must simply be wagered at odds of 4/5 or higher, which – again – is perfectly fair. 


Backing this up is a decent selection of ongoing promotions. Though the specific offers change, you’ll usually be able to get a tidy Acca Boost to increase your winnings on multiples. Aside from these promotions, and live betting tools and virtual sports, there aren’t too many other exciting features on Betiton. There are no mobile apps whatsoever available, for example, although the mobile version of the main site is actually very good. Like the desktop version, it’s not flashy, but it gets the job done. In fact, the simplified interface is perfect for sticking down quick bets when you’re on-the-go. 

If you encounter any problems with Betiton, the support team is never far away. They’re available via live chat, phone, and email, from 06:00 – 23:00 every day of the week. Finally, Betiton are also fully licensed and regulated with both the UK Gambling Commission and the Malta Gaming Authority. 


SwishBet is a relatively new arrival on the sports betting scene, having been founded in 2018. While the brand’s official name is ‘SwishBetCasino’, there is absolutely a fully-functional SwishBet sport section in place too. 

We’ll admit, it’s not the prettiest platform visually. Look beyond that, though, and you’ll find one of the most intuitive interfaces of any young sportsbook. Navigating this platform really is an absolute cinch from the beginning, making it perfect for the inexperienced bettors amongst you.  


That’s not to say, of course, that there’s nothing here for the veteran punter. Far from it! Aside from an enormous range of markets, there are flawless in-play and cash out features in place. The customer service offering is also highly professional, with live chat available from 08:00 – 00:00 each day. Bettors news and old can be confident in their account security too, thanks to the latest encryption and protection technologies, and licenses with respected gambling bodies in the UK and Malta. 

SwishBet isn’t perfect. Both the welcoming and ongoing promotions won’t appeal to everyone, for example. They do offer nice value via free bets, but come with some tricky rollover requirements attached. The lack of any apps is a problem too, particularly with the mobile website being lackluster. 

With all that said, SwishBet is a highly-competent and usable platform, which facilitates easy betting for bettors of all experience levels. 


The Ruby Bet sport betting platform follows an extremely similar layout to SwishBet’s. That’s certainly not a bad thing, however. Despite containing thousands of markets, of an outstanding breadth and depth, the entire platform is exceptionally easy to navigate. Through a simplified layout, and intelligent use of a series of menus, it genuinely takes barely a couple of minutes to find your way around. 

Ruby Bet

Despite its clear professionalism, Ruby Bet is another young sportsbook, having only been founded in 2019. Still, the team behind it have managed to secure some top-level licenses, with both the UK Gambling Commission and the Malta Gaming Authority. Between these, 128-bit SSL encryption, and the latest firewall technology, you’ll get complete peace of mind on this platform. If you do encounter problems, you’ll be able to get them solved via live chat, which is available from 08:00 – 00:00 GMT. 

If you’re looking for ‘bells and whistles’, however, this probably isn’t the sportsbook for you. There’s no live streaming, nor is there even a mobile app. For on-the-go betting you’re reliant on the mobile version of the site, but this is decidedly unimpressive too. 

As for the promotions… well, they’re a mixed bag. The welcome offer grants you a £10 free bet in exchange for a £10 deposit. That sounds fair enough, but the requirement to bet through any free bet winnings 10 times lowers the value pretty darn quickly!


GatoBet were launched in 2019. In theory, while this obviously makes them a pretty new bookie, it should still have given them enough time to iron out any kinks in their offering. 

That’s not quite the case, as we found in our GatoBet betting review. There’s still no GatoBet mobile app available, for example, either for iOS or Android users. If there was a good mobile website instead, this wouldn’t be a big deal. Unfortunately… there isn’t! The platform’s mobile version is functional, allowing you to bet and manage your account, but it hasn’t been particularly well-optimised for smaller screens.

Elsewhere, while special features are pretty light on the ground, those which are in place work well. The live betting tools are particularly excellent. Placing in-play bets is perfectly smooth, odds update frequently, and – although there’s no actual streaming – live statistics and a visualisation tool still give you a feel for the action. 

GatoBet have both a welcome offer and several ongoing promotions in place. They’re all pretty similar, though, offering you a free bet in exchange for depositing or wagering a certain amount. At first glance, the value for all of them is solid, but each comes with strict rollover requirements.

GatoBet isn’t a perfect sportsbook, but it has plenty going for it. In addition to the aforementioned strengths, licenses with both the UKGC and MGA add to the appeal. So does the customer support, which has excellent operating hours, and incorporates both live chat and a ticketing system.


InfernoBet are part of the growing stable of sportsbooks operated by ProgressPlay. Having only been created in 2020, they’re definitely one of the newer additions, but still bear the hallmarks of a ProgressPlay platform: professionalism and stability. 

During our research for this InfernoBet sports review, it didn’t take long to realise this is a thoroughly trustworthy platform. For starters, InfernoBet have already secured licenses with the Malta Gaming Authority and UK Gambling Commission, both of which ensure they’re held to the highest standards for security and fairness. You’re given further peace of mind by the security measures, which include 128-bit SSL encryption. And, if you have any questions about the platform, you can get them answered quickly by live chat, which is available from 8am until midnight. 


This modernity drops away a little when it comes to the features. While the live betting tools work brilliantly, there are definitely some notable absences. There’s no Bet Builder for example, nor is there a mobile app. Even the mobile version of the main site is functional, rather than impressive. 

Finally, while there’s a decent range of promotions in place, they certainly won’t appeal to everybody. The value proposition for all of them is fair. With the welcome offer, for example, you only need to deposit £10 to get a £10 free bet, thus immediately doubling your spending power. Unfortunately though, free bet winnings must be bet through a hefty 10 times, which is also the case with all the other promotions.


SponsioBet are the definition of a new betting site, only launching in 2020. Don’t worry, though; they have also been developed by industry veterans ProgressPlay, who continue to operate the platform now. 

The SponsioBet sports betting platform will immediately prove easy to use, whatever your experience level. While it does operate across a whole series of individual sections, these are completely intuitive, meaning you’ll be able to start using it without issue immediately. The platform does lack higher-end features, such as streaming, but those which are in place work well. The live betting features are particularly impressive; the process of browsing live markets and sticking down an in-play bet is phenomenally quick and easy, and a visualisation tool gives you a good feel for the matchup. 

You’re also given ample peace of mind about the security and legitimacy of this platform. Both are ensured by the licenses, which come from the prestigious UKGC and MGA. Then there are the specific measures to protect your account, which include 128-bit SSL encryption. In the unlikely event that you have an issue, you can either use the FAQ, or reach out to the customer service team via live chat or the ticketing system.

SponsioBet don’t boast the most appealing sign up offer. At first glance it seems good, handing you a £10 free bet in exchange for a £10 deposit. Like some of the other welcome offers we’ve looked at, though, it’s spoiled somewhat by strict rollover requirements. 

Advantages of Choosing a New Betting Site

It’s certainly easier to go with a famous, established sportsbook. That doesn’t necessarily mean it’s better, though! In fact, there are plenty of good reasons to go with a new betting site instead, with these being the biggest advantages. 

Excellent Welcome Offers

After launching, a new sportsbook’s number one goal is clear – get as many new customers as possible, as quickly as possible! Welcome offers are a tried-and-tested way to do just this, which is why some of the best around can actually be found on new betting sites.

Valuable Ongoing Promotions

To ensure long-term success, of course, a new bookie can’t merely bring in new customers. They must persuade them to keep coming back over the long-term. By far one of the best ways to do so is with ongoing promotions which aren’t just eye-catching, but provide genuine value too.

Intriguing Innovations

Older established bookies can naturally be reluctant to make major changes. New bookies, by contrast, have far less to lose, and thus are much more willing to innovate! This can manifest itself in a few ways, like cool new features, unusual promotions, or uncommon bet types. 

Superior Customer Service

The gap between older and newer bookies has closed significantly when it comes to customer support. In fact – with fewer customers to deal with – the direct support at new sportsbooks can be at least as good, if not better than that at a much larger, busier bookie. 

Attractive Odds

This is another obvious target area where new sports betting sites in the UK can gain an advantage over older ones. When it comes to popular markets in particular, you’ll often find their odds are even better than those at the biggest bookies. Certain markets are frequently made even more enticing courtesy of Bet Boosts, Enhanced Odds, and so on. 

Disadvantages of Choosing a Brand New Bookie

  • New betting business sometimes have much less of a budget to work with compared to the established names and that often hits their advertising budget hardest.
  • Less experience in the field means new faces may have less markets on your favourite sports when compared to the famous bookies.
  • Many new betting sites don’t offer a live streaming service as they don’t yet have the budget or online capabilities to add it to their website and mobile app. If you enjoy watching sports on TV that’s no big deal but many punters enjoy watching and betting in-play through their app and mobile device. It’s the modern way to gamble.


One of the main concerns with opening an account and betting with a new online bookmaker or a firm you may not have heard of before is the issue of trust. Can you trust this faceless, start-up bookie with your stake money, personal details and your bank account? It’s an important point and one that every online backer should give serious consideration to. It’s so important, in fact, it often puts players off changing accounts, even although they know they could get a better deal elsewhere. That has to stop, so you’ll be glad to know we’ve done the hard work and research to ensure every firm mentioned in this review and 100% trustworthy and reliable.

There are also a few things you can do yourself to set your mind at ease and put online betting firms to the test. The first one is check they are licensed and regulated by the UK Gambling Commission. These guys are no pushovers, they only grant a license to those who are active and serious about both security and transparency. There should be a UK Gambling Commission badge proudly displayed on the homepage – usually near the bottom – of every website that falls into this category and if you have to go digging around and looking for it, it’s probably not there. If there is no UK Gambling Commission license, don’t even bother.

Another way to check the security of an online gambling site is to find out if they have invested in the latest and most up to date measure to protect your details. A state of the art encryption service is what you’re after here. This is a programme operated by a third party that mixes up and codes all your bank details and important numbers. That means your info is never seen by another human, including the staff employed by a bookmaker. All the top betting brand have this, the UK Gambling Commission actively encourage it and it’s something you should demand. It’s easy to check as there should be a page of the site dedicated to security and all details will be found there.

Ask yourself how easy it was to set up an account and register as a new customer. We’re not talking jumping through hoops here but if there’s no regard giving to proving your age or even your ID then you can bet the company aren’t working as hard as they should be to protect both themselves and their customers from online attacks.


There have been a few recent trends in online betting that you should be aware of and should also look for when opening a betting account with a new bookmaker. First was mobile betting and we would advise checking both the bookmaker’s website and their mobile app before joining. The app should be easy to use, fast, responsive and with no loading times.

In-play betting is another fashion that refuses to die out and it has changed the way we gamble forever. You can now place your bets on sport before the start or wait and gamble in-play on a number of updated markets. Many of the original options remain live throughout the contest, with odds and handicap lines updated to keep pace with the scores.

Signs of Suspicious New Betting Sites

In general, we’re massive advocates of using brand new betting bookmakers. That said, there is still some additional risk attached compared to the proven track record you’ll get from the older, more established sportsbooks out there. 

All the top new betting sites we recommend have already been thoroughly scrutinised. If you want to carry out checks on a site for yourself, though, these are a few warning signs to be aware of.

Licensing Controversies

A new sportsbook should hold at least one license with a respected regulatory body, like the UK Gambling Commission. You can check the actual websites of those bodies to confirm the authenticity of the license, and find out details about the company. Any trouble the bookie has had with that regulator – such as licensing breaches – will be listed here too. 

Operating Company Issues

Rather than the branding of the sportsbook, it’s much more useful to focus on the operating company behind it. This should be listed along the bottom of the website, or in the ‘About Us’ section. Once you’ve got the name of the operating company, you can conduct a thorough Google search about them, and check whether they’ve encountered trouble in the past. 

Poor Customer Reputation

There are plenty of sites out there which collect user reviews of new betting sites. Here you can start to see any patterns of bad behaviour, such as withdrawals being refused for no reason, bets not being paid out, or customer funds simply disappearing. 

New Bookies No Longer in the UK

With new sportsbooks, it’s never a guarantee that – after launching – they’ll still be around in a few years time. Here’s a quick list of the new betting sites which have actually closed in recent times, along with the reasons why. 

  • Bethard – While the Bethard Group continues to operate elsewhere, they closed their UK operations in July 2020, preferring instead to focus on more “profitable markets”. 
  • ComeOn – ComeOn had a good run in the UK, operating from 2014-2019. In September of that year, though, they closed their British sportsbook, describing the UK as a “highly competitive market” where the “financial risks are big”.
  • Casumo – Casumo gained its UK license in 2015, and signed a major sponsorship deal with Reading FC. It was quite the shock, therefore, when they left the country following a breach of their license with the Gambling Commission. 
  • MoPlay – Like Casumo, MoPlay breached its UK Gambling Commission license. In early 2020 the site was taken down, and its customer database was acquired by Betfred.
  • Royal PandaAs part of the highly successful LeoVegas Group, Royal Panda’s withdrawal from the UK market in January 2020 came as a surprise. LeoVegas does continue to operate in Britain, though. 
  • BetBright – BetBright was a genuinely impressive Irish bookie, which launched in 2013. They were so impressive, in fact, that 888 Holdings decided to buy them in March 2019 for £15 million!


Can I trust a new betting site?

Yes, as long as they hold licenses with regulatory bodies like the UK Gambling Commission, and have the right security measures in place. 

What is the biggest advantage of choosing a new betting site?

Their willingness to provide exceptional value via promotions, in an effort to persuade new customers to sign up as quickly as possible. 

❔How often is this list updated?

Every few months, when a new sportsbook has proven its staying power and quality, and has begun to build a solid reputation.

❔What is the best new betting site for mobile betting?

The gap between mobile betting on older bookies and new UK betting sites has closed dramatically in the past couple of years. All new sportsbooks will have a mobile website, and many either launch with an app, or provide one after a few months. For mobile-only bettors, the apps from BetBull and SBK are arguably the best of the bunch. 

❔Which new bookmakers have the best odds?

Even with brand new bookmakers, very few of them will have genuinely ‘bad’ odds. If they did… nobody would ever sign up with them! Some are naturally better than others, though, and the brands belonging to ProgressPlay – like GatoBet and 2kBet – have particularly good prices. 

❔Do brand new bookmakers offer better odds?

It’s difficult to conclusively say that even the top new UK bookmakers offer ‘better’ odds. There’s simply too much variation from bookie to bookie. As noted, however, it’s pretty rare to find a new sportsbook offering <span

❔Which new betting sites offer free bets?

Free bets are one of the most valuable tools in any bettor’s armoury. Promotions which offer them, therefore, are basically a sure-fire way to attract new customers. PariMatch offer newcomers a mighty £30 in free bets for a £5 qualifying wager, while other brands – like BazingaBet – prefer to dish them out as part of ongoing promotions. 

❔Can new betting sites compete with bigger bookmakers?

Yes. When it comes to the most important fundamentals – odds, markets, customer support, payment methods, and so on – the best new bookies are already level with the biggest older sportsbooks. The only area where they still lag behind is special features, with the likes of live streaming still being a rarity. 


There are many new betting sites that are well worth our time and can even enhance your betting experience. Don’t dismiss them simply because they are new as, on many occasions, that can work in their favour. It means they are fresh, have learned from the mistakes of others and are desperate to make a lasting impression from the first visit. They are also modern and that counts for a lot with punters this year. Not only do you want the best odds and most eye-catching promotions, you also need to have a stylish website and user-friendly mobile app. Above all else, make sure your bookie of choice is safe, secure and puts the emphasis on protecting your details.

 For that reason, we see a number of regular changes to the way major bookmakers set-up their service. Here you’ll find an expert review of the new names, with the emphasis placed on promotions, trends, pros and cons of each. This will help our readers to make a balanced, well-informed decision.