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New Betting Sites: 11 New Online Bookmakers in the UK



  • 10bet: Exceptional customer support
  • BritainBet: Great selection of sports betting markets
  • Mr. Play: Competitive odds on offer
  • Luckster: Instant bank payment feature
  • Betway: Diverse selection of esports and virtual sports
  • Unibet: Plenty of promotions and consistent bonuses
  • William Hill: Daily offers and free bets
  • Betfred: Thousands of sports betting markets
  • Casumo: Most popular sports and leagues to bet on
  • Grosvenor: Most generous welcome bonus
  • 32Red: Diverse live sports betting markets and coverage

10Bet – Trusted Betting Site with Exciting Bonuses

The Herald:

10Bet is one of the best new betting sites for punters seeking a one-stop destination. It is licensed by the UK Gambling Commission and Malta Gaming Authority, meaning the betting markets are available to multiple countries. In terms of sports, 10Bet covers a diverse selection ranging from the most popular to lesser-known leagues and even esports. It has a customer support team that is available 24/7 and can be contacted via live chat. It also includes a diverse selection of banking options and rapid transaction speeds. Players are eligible to receive a 50% bonus up to £50 upon first deposit as part of the new joiner welcome bonus.

18+. New bettors get 50% of deposit up to £50. Min deposit £15 (no Skrill/Neteller). Wager deposit & bonus 8x. Max qualifying bet stake=initial bonus. Valid 60 days. Full T&Cs apply.

BritainBet – Extremely Generous Odds

The Herald:

BritainBet should be considered a top option for players seeking new betting sites to play at. The online bookmaker is licensed by the UK Gambling Commission and the Malta Gaming Authority. BritainBet covers a diverse range of sports, ranging from football and tennis to volleyball and ice hockey. It also provides players with a selection of esports betting on games such as League of Legends.

The customer support team at the site can be reached 24/7 via live chat. It includes numerous banking options such as Skrill, PayPal, Visa and Mastercard. Upon signing up at BritainBet, new players who deposit £10 receive a £10 free bet. Although the welcome bonus is not massive, it only needs to be wagered once, giving bettors a good chance of making a profit.

New players only. Free bet – one-time stake of £10, min odds 1.5, stake not returned. 1X wager the winnings. Max conversion: £200. Valid for 7 days from issue. See full terms here.

Mr. Play – Hundreds of Sports to Bet On

The Herald:

Mr. Play is one of the betting sites new to the UK market. It is licensed by the UK Gambling Commission, the Malta Gaming Authority and Ireland. The bookmaker offers a diverse selection of sports to bet on, ranging from football and cricket to rugby union and lacrosse. It also includes virtual sports and esports. The site’s customer support is available via email from 8am to midnight CET. It offers multiple deposit and withdrawal methods, such as Skrill and Visa, that are processed immediately. Mr. Play has a fair welcome bonus for new punters, giving them a Bet Token worth £10 when they bet a minimum of £10 at minimum odds of 2.00.

18+. New players only. 1st deposit. Min deposit £10. Max £10 bonus valid for 14 days. Bets must be placed at odds of 1/1 or greater and be sttled within 14 days of placement. Full terms apply.

Luckster – Most Generous Promotions and Deals

The Herald:

Luckster is one of the new sports betting sites that offers plenty of bonuses and regular promotions. It is licensed by the UK Gambling Commission and Malta Gaming Authority. At Luckster Sport, players will come across numerous sports and leagues ranging from football and basketball to field hockey and table tennis. It entails the best bonuses and promotions that new online betting sites have. This includes the Instant Bank Payment feature and the enhanced odd payouts.

At Luckster Sport, customer service is responsive via email, and customers will find numerous banking options for depositing and withdrawing. It offers a Bet Token worth £10 as a welcome bonus for new customers, and the winnings from this free bet have no wagering requirements.

18+. New customers only. Maximum one £10 free bet. Qualifying bets must be placed at odds of 1/1 or greater. Paid as bonus token with minimum 4/5 odds requirements. Note that full T&Cs apply.

Betway – Most User-Friendly Sportsbook

The Herald:

Betway is one of the most efficient new UK betting sites. The sportsbook is known for covering a diverse selection of sports and leagues. It also has plenty of esports to bet on and a range of virtual sports for bettors who want instant results. The betting site has numerous promotions that are regularly updated and help to provide an overall exciting experience to bettors. The betting site’s welcome offer is £30 free bet. It is easy to navigate the site thanks to the clear website design. Unfortunately, there is no live chat when contacting customer support.

18+. New UK customers only. Min stake: £5. Max free bet: £30. First bet on a football or horse racing multiple with 3+ selections. Overall odds: 3.00 (2/1) or higher. Full terms apply.

Unibet – Huge Range of Markets

The Herald:

Unibet stands out as one of the top betting sites for sports enthusiasts across Europe. Licensed by both the UK Gambling Commission and the Malta Gaming Authority, the brand boasts a broad European reach. The sportsbook showcases a comprehensive range of sports, conveniently listed on the left from A to Z. Noteworthy tabs like the Premier League, tennis, and the special Odds Boost – offering enhanced odds on select events – greatly increase the site’s appeal.

Unibet is easy to use, and offers live streaming. It has limited payment options but still includes Visa, Mastercard, and Trustly. Customer support is available 24/7 via live chat. For newcomers to Unibet, there’s a tempting welcome offer of up to £40 money back, complemented with a £10 casino bonus.

18+. New customers only. Min dep £10. Debit cards only. Opt in for bonus funds. Wagering, sportsbook 3x at min. odds of 1.40 (2/5). Valid for 7 days. Terms and conditions apply.

William Hill – Close to a Century of Operations

The Herald:

William Hill stands tall among the world’s premier betting sites, licensed by the UK Gambling Commission, Malta Gaming Authority, and the Gibraltar Gambling Commissioner. This bookmaker boasts a user-friendly interface with over 30 distinct sports options listed on the left. Noteworthy features include Epic Odds on imminent matches and the enticing Scratch of the Day, gifting players daily rewards like free bets and exclusive offers. The welcome bonus is £30 in free bets if you deposit a minimum of £10. Customer support can be reached via live chat 24/7. With diverse banking choices, including Visa, PayPal, and Skrill, William Hill ensures a smooth betting experience for all.

18+. New customers only. £30 bonus. Minimum £10 stake on odds of 1/2 (1.5) or greater on sportsbook (excluding Virtual markets). Note that full T&Cs apply.

Betfred – Excellent Welcome Bonus

The Herald:

Betfred is one of the best betting sites in the UK, holding licenses from both the UK Gambling Commission and the Gibraltar Gambling Commissioner. The site’s layout is user-friendly, displaying an array of sports, from American football to virtual sports. Regular promotions like Daily Price Boosts and diverse free bets enhance bettors’ experience. With an outstanding customer support team available 24/7 through various channels, Betfred ensures any questions are addressed promptly. With multiple banking methods, including Visa and PayPal, transactions are effortless. New members who deposit and bet £10 are greeted with an additional £30 in free bets, ensuring that punters have plenty of funds to bet with.

18+. New UK customers only. First bet must be on Sports. £30 in free bets credited within 10 hours of bet settlement. See full terms here.

Casumo – Esports Enthusiasts’ Top Betting Site

The Herald:

Casumo is one of the best betting sites around, especially across the UK and Europe, with licenses from the Swedish Spelinskeptionen, the Malta Gaming Authority, and the UK Gambling Commission. Punters can bet on more than 30 sports, ranging from the mainstream leagues, such as the English Premier League, to sports and leagues that are far more obscure, such as Pesapallo and Lacrosse. Esports enthusiasts will come across several popular titles like PUBG and Apex Legends. Casumo has a plethora of promotions, including Boosted Odds, which provides members with plenty of reasons to return. Casumo’s live chat is available 24/7, and the site offers multiple payment options, such as PayPal and Visa.

Grosvenor – Plentiful Live Betting Markets

The Herald:

Grosvenor is a top online betting platform in the UK, licensed by both the UK Gambling Commission and Gibraltar. It is one of the most respected gambling operators in the UK, and the online sportsbook covers a wide range of sports, including popular leagues and esports. Punters can bet on live games and enjoy many promotions. A standout offer is the welcome bonus, which allows new players to double their odds. An example of this is transforming a first bet of odds 2/1 into a 4/1 bet. Grosvenor offers 24/7 live chat support, while payments are easy with options such as Skrill, Visa, and PayPal.

New customers. Maximum stake of £10 (£5 each way). 100% odds boost token. Full terms apply.

32Red – Excellent Customer Service

The Herald:

32Red is a fantastic option for players seeking new betting sites. The platform is licensed by the UK and Gibraltar gambling authorities. It covers a vast array of sports, from popular leagues to small local matches. Players can bet before or during games; there’s live streaming for added thrill. 32Red offers daily horse race promotions and a handy cash-out feature, allowing bettors to claim their money before the match ends. The site supports 24/7 customer queries and has payment options such as Visa, Mastercard, and PayPal. While there is no welcome bonus, 32Red offers consistent sports betting promotions, ensuring there is always something to look forward to.

18+. New accounts only. Debit card deposit only. 7 day expiry. Terms and conditions apply.

What Separates Old and New Betting Sites UK

There are a number of extremely well-established betting sites in the UK, such as William Hill, and a number of new betting sites. Each has its own distinct set of advantages and disadvantages.

Established Betting Sites


  • Reputation: They have built trust over years or even decades of operation.
  • Comprehensive оfferings: Wide range of sports, markets, and other services like streaming.
  • Efficient customer support: Over the years, established brands have refined their customer support, offering multiple channels for users to seek assistance.


  • Less innovation: As they are not trying to make their presence felt in a crowded industry, they may be slower to adopt new technologies or betting features.
  • Complex platforms: Their platforms can become cluttered due to expansive offerings.

New Betting Sites


  • Innovative features: Eager to stand out, they might introduce exciting betting features or unique site designs.
  • Attractive promotions: Often offer lucrative bonuses to attract bettors.
  • Modern tech integrations: More likely to be built with the latest tech, ensuring smoother user experiences.


  • Unproven trustworthiness: As they are new, they haven’t had the time to build a longstanding reputation.
  • Limited offerings: Might not initially have as expansive a range of sports or markets.

How New Betting Sites Are Evaluated and Ranked

For an online betting site to be featured on the above list, it has to meet a number of criteria and will have undergone thorough testing by a team of industry experts. The review process examines a huge number of factors. Of the most important are factors such as the license, which is fundamental to assessing the reliability of the site. At the other end of the list are factors such as sports covered, which are more about personal priorities.

Each of the following is carefully considered when reviewing new betting sites:

  • Licensing and security – Proper licensing ensures the betting site is fair and honest.
  • Website quality – An easy user experience is a must so the website’s overall quality is assessed.
  • Bonuses – Good value bonuses elevate the betting experience.
  • Payment methods – Fast, easy and secure payments are absolutely essential.
  • Sports coverage – A broad range of sports indicates a well-rounded bookmaker.
  • Markets and odds – Competitive odds and a wide selection of markets give punters a greater choice.
  • Live streaming – Live betting and streaming provide even more betting opportunities.
  • Mobile compatibility – Ensuring bets can be placed anywhere at any time.
  • Customer care – Prompt and effective customer support demonstrates a bookmaker’s commitment to its members.

Understanding the Importance of a Sports Betting License

There are a number of reasons why it is imperative that wagers are only placed at a properly licensed bookmaker.

  1. License – A bookmaker must hold a UK Gambling Commission (UKGC) licence to be legal for UK-based punters. This ensures that they operate within the legal framework and standards set by the UK government.
  2. Third-party organisations – Several highly respected third-party organisations, such as IBIA and GamCare, play an important role in ensuring that bookmakers are reliable and advocate responsible gambling.
  3. Data protection – Ensuring that bettors’ data is secure is of the utmost importance. Top new betting sites use advanced encryption technologies, like SSL encryption, to safeguard users’ personal and financial details.

When selecting a new betting site, be sure first to check that it is licensed by the UKGC. The most reliable way of doing this is to check the UKGC’s website, as a site could fraudulently display the regulator’s logo. You can also check what third-party organisations the bookmaker works with. When visiting the website, ensure the URL starts with ‘https’ as this indicates a secure connection and then review the bookmaker’s privacy policy to understand how your data is used and protected.

Valuable Bonuses at New Betting Sites

Attracting new customers in a crowded marketplace is not easy. This is why new betting sites often offer quality bonuses. They not only attract new players but also enhance the betting experience. There are a number of betting sign up offers that have proven themselves extremely popular with bettors:

  • Free bets – Often offered as a welcome bonus, a free bet allows players to place a wager without the risk of losing real money. It’s an excellent way for bettors to familiarise themselves with the platform.
  • Match-up deposit bonuses – When players deposit a certain amount, the bookmaker matches it by a certain percentage. For instance, a 100% match up bonus on a £50 deposit would give the player an additional £50 to bet with.
  • Best Odds Guaranteed – A promise that if you take a price on a horse and the starting price is longer, you will be paid out at the longer odds. It ensures bettors get the best value.
  • Event-specific bonuses – These are tailored promotions for major sporting events. For instance, football betting sites might offer enhanced odds on a specific team during the World Cup.
  • Referrals – A reward system for players who bring in new customers to the site. Typically, both the referrer and the referee receive bonuses.

Fast and Simple Registration

The first thing bettors must complete at new betting sites is the registration process. As such, it must be simple and fast. While the process will differ slightly for each bookmaker, the following steps will nearly always be necessary.

  1. Click on the ‘Sign-Up’ or ‘Register’ button, typically found at the top.
  2. Enter personal information such as name, date of birth, email, and address. Ensure all details are accurate.
  3. Choose a username and password. Some sites may also require security questions.
  4. Bookmakers often ask for identity verification for security and regulatory compliance. This involves uploading identification documents.
  5. Once verified, you can deposit funds into your account.
  6. With funds in your account, you’re set to place your first bet.

This simple registration process has benefits for both bettors and the sportsbook. It saves time and will ensure that potential bettors see the process through. If the process is complex and cumbersome, people may abandon it midway. Furthermore, it sets the tone for the entire user experience, so a hassle-free sign up suggests a hassle-free betting experience.

Popular Sports Betting Markets in the UK

Sports betting in the UK is hugely popular, with many people regularly betting on sports such as football, horse racing, tennis, cricket, and rugby. New sites typically cover all major sports and events to ensure that they can attract new members. The majority also try to cover the most obscure sports, esports, and entertainment betting to stand out from the more established bookmakers.

There may well be hundreds of betting markets available for any given event; however, there are three types of betting markets that are popular across the majority of sports:

  1. 1×2 winner – This is simply a bet on one of the teams/players to win or a draw.
  2. Over/Under – This type of bet sees the bookmaker set a total number for a specific statistic, such as the number of goals scored, known as the betting line. For example, the betting line can be 2.5 goals in a football match. Punters can then bet on whether over or under that number of goals will be scored.
  3. Handicap betting – This market gives the favourites a disadvantage (i.e. a handicap). For example, in a football match, a team may be given a handicap of -1.5 goals. If a punter then bets on that team, it must win by a margin of at least two goals for the bet to win.

The Excitement of Live Betting

Live betting, also known as in-play betting, gives punters another way to engage with their favourite sports and more opportunities to win. It allows bets to be placed while an event is taking place rather than before the start, which is known as pre-match betting. The odds are updated in real-time to reflect the action, and punters can use their observations to place better-informed bets.

The vast majority of pre-match bets are also available in-play or live. However, some betting markets are only available live, such as the next goal scorer in football, the next point winner in tennis, or the next wicket-taker in cricket.

In-play betting normally comes with a number of other features. Usually, punters are able to use a ‘Quick Bet’ option to place their bet rapidly, ensuring opportunities are not missed. Furthermore, a cashout option is usually offered so that bettors can exit a bet early to claim winnings or, at the very least, minimise losses.

Furthermore, online bookmakers often provide live updates through textual descriptions of the action and real-time statistics. Still, some will also offer live streams of the events. The top new betting sites offer live streams of sports such as football, horseracing, tennis, and more. You will likely need an account and a positive balance to watch the live streams. Then, it is just a matter of logging on, watching the stream, and placing your bets.

Mobile Compatibility for an Enhanced Betting Experience

With the rise in smartphone usage, mobile betting has taken centre stage in gambling, offering punters convenience like never before. There are two common ways of betting from mobile devices:

  • Mobile versions of websites – Many bookmakers optimise their websites for mobile browsers, ensuring that users have a seamless experience without the need to download any app. These mobile-compatible versions offer exactly the same features as their desktop counterparts.
  • Mobile apps (Android, iOS) – Many bookies have dedicated apps for both Android and iOS platforms. These betting apps are tailored to provide an intuitive user experience, with easy navigation, instant notifications, and sometimes even exclusive mobile promotions.

If a site does have a dedicated app in the UK, it will likely be available in the Google Play Store and Apple App Store. This may not be the case in other regions, and the apps may have to be downloaded directly from the bookmaker’s website.

Fast and Simple Deposit and Withdrawal Methods

Punters must be able to deposit funds and withdraw their winnings with ease. This means that new betting sites will often offer a wide variety of popular payment methods. It is something that benefits both the bookmaker and its customers. This is because it ensures that a large spectrum of people can deposit funds with ease and confidence, and it will help instil confidence in the site.

There are several popular deposit methods in the UK

  • Debit cards – Visa, Mastercard, and Maestro are widely accepted (credit card deposits are illegal).
  • E-Wallets – Services like PayPal, Skrill, and NETELLER.
  • Bank transfers – Though slightly slower, they’re trusted by many for larger transactions.
  • Prepaid cards – These enable cash transactions, and paysafecard is probably the best-known option.
  • Mobile payments – Services like Apple Pay allow users to deposit using their mobile accounts.

Responsive Customer Support

Even at the best new betting sites, things can go wrong. That is why it is essential that customer support is readily available and genuinely helpful. If a bookmaker does not offer reliable customer service, they will lose customers quickly. However, a punter who receives excellent service will likely recommend the site to others. Furthermore, quickly resolving issues ensures that a bettor can place more bets.

Customer support may be offered over several channels, including:

  • Live chat – A real-time chat feature on the website or app. It’s among the most popular due to its immediacy and convenience.
  • Email – Allows for detailed communication. Responses might not be as instant as live chat, but it is reliable.
  • Phone – Direct conversation offers a personal touch and can be more reassuring for complex issues.
  • Contact form – Usually found on the ‘Contact Us’ page, it’s a way for users to send queries directly from the website.
  • Social media – Many bookmakers are active on platforms like Facebook and Twitter, addressing concerns and interacting with their user base.
  • FAQs – An essential but often overlooked tool. A good FAQ section can save customers a lot of time and effort.


What are the newest betting sites available in the UK?

The newest betting sites in the UK include a mix of sites that have just launched and established operators that have expanded to the online gambling industry. New betting sites are launched regularly, so the answer to this question continually changes. However, some of the bookmakers listed above are all relatively new and offer UK-based bettors a high-quality experience.

How do new online betting sites differ from established ones?

New online betting sites often try to differentiate themselves with innovative features, enticing promotions, and competitive odds to attract users. They might focus on more obscure sports or offer a unique user experience. Established sites may rely on their longstanding reputation, a broader array of markets, and their platform functionalities. Both have advantages, with new betting sites offering fresh approaches and established ones providing proven reliability.

How can I ensure that a new betting site is licensed and trustworthy?

To check if a new betting site is licensed and trustworthy, look for the license details, which are usually at the bottom of the website. You can then verify this license with the issuing authority’s website. Another way to ensure fairness is by searching for official seals from gambling associations. If the site is transparent about its license and has positive feedback, it’s likely trustworthy.

What unique features do the best new betting sites offer to attract customers?

The best new betting sites often offer special promotions, fresh game features, and competitive odds to attract customers. They might also have modern designs, focus on niche sports, or provide a unique user experience. These extras are their way of standing out from older, more established sites.

Do new UK betting sites support various payment methods like e-wallets or cryptocurrencies?

Yes, many new UK betting sites support a range of payment options, including e-wallets such as PayPal and Skrill. Some even accept cryptocurrencies such as Bitcoin. However, the UKGC is known to be highly reluctant to license sites that accept cryptocurrencies as it views them as a financial risk. However, there is enough diversity of payment methods to ensure that most people will have little problem finding one they are happy to use.

DISCLAIMER: The information provided is solely to assist those who enjoy placing sports bets recreationally. Remember, no gambling endeavour is without risk, and it is essential to recognise this. We are not accountable for any gambling-related losses. Hence, always allocate a budget for betting and steer clear of wagering money you can’t afford to part with. If you ever feel gambling negatively impacts your finances or personal relationships, seek help immediately. Groups like GambleAware provide assistance. Reach out at or dial 0808 8020 133.

This article is brought to you by Amici IT and does not necessarily represent the views of The Herald.

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