Best new betting sites UK: Licensed bookmakers for odds & offers in 2026

The best new betting sites in the UK in 2026 include LuckyMate, BetAhoy, JeffBet, Bally Bet, and RightBet. In total, I tested 18 new legal betting sites that have launched or relaunched in the UK between 2019 and 2026, most of them since 2024. I deposited real money, timed withdrawals, contacted support with legitimate queries and compared odds on the same fixtures against established bookmakers like bet365 and Betfair.

These are the perfect betting sites for punters looking for new bookmakers and sign up offers, especially if you’re looking for something a bit fresh and different from the usual heavy hitters.

Top 18 new betting sites in the UK 2026

1

LuckyMate

Sign up for £10 free bets

• 1 Up and 2 Up Early Payout
• Bet Builder with up to 25 selections

Get started with LuckyMate

• Licensed in: GB

Terms and conditions: First deposit only, £10 min deposit. Qualifying bet: min £10, on any acca or Bet Builder (2+ selections) with min odds 6/4 (2.5) on selected sports. £10 free bet: 2+ leg acca or Bet Builder (2+ selections), min odds 6/4 (2.5), 7-day expiry. T&Cs apply.

2

BetAHoy

Sign up for £10 free bets

• 250+ markets available for Bet Builder betting
• Double Result payout on racing up to £5,000/day

Get started with BetAhoy

• Licensed in: GB

Terms and conditions: Terms and conditions: Code ALLABOARD10 – Valid within 7 days of reg. (Min £10 at odds of EVS+). 2 x £5 free bets awarded once qualifying bet settles (18+). Full T&C’s Apply.

3

JeffBet

Sign up for £30 free bets

• JeffBet reward points exchangeable for cashback & free bets
• Under 16-hour withdrawals, including Skrill & Neteller

Get started with JeffBet

• Licensed in: GB

Terms and conditions: 18+| New Players Only. Min £10 qualifying bets, stake not returned. Free bet – one-time stake of £30, min odds 1.5, stake not returned. 1X wager the winnings. Wager from real balance first. Wager calculated on bonus bets only. Max conversion: £200. Free bets and Bonuses are valid for 7 days. Withdrawal requests void all active/pending bonuses. Full T&C’s apply.

4

Bally bet

Sign up for £30 free bets

• Bet Builder up to 16 selections with 50% boost
• Acca Hub with pre-built accas

Get started with Bally Bet

• Licensed in: GB

Terms and conditions: New UK members only, must opt in. Deposit & bet min. £10 within 30 days at min. 1/2 odds, excl. Odds & profit boost. Free Bets: 3 x £10 tokens (odds & bet leg restrictions apply), non-withdrawable, issued on settlement, valid 30 days, stake not returned. Play Responsibly. 18+

5

RightBet

Sign up for £20 free bets

• Build-A-Bet Club with a £5 free bet builder
• Early Payout offers on NBA, MLB, NFL & NHL

Get started with RightBet

• Licensed in: GB

Terms and conditions: New customers only. Min £20 bet at minimum odds of 1/1 (2.0). Bets placed as Build-A-Bet / Bet Builder do not qualify. Max reward: Two £10 Bet Builder Free Bets. Each Bet Builder Free Bet requires a minimum of 4 legs at combined minimum odds of 3/1 (4.0). Free Bets expire 7 days after credit. 18+. Full T&Cs apply. Welcome Offer: Bet £20, Get £20 In Free Bets

6

36Vegas

Up to £136 acca insurance

• Nearly 40 sports covered, including floorball
• Lossback as a free bet up to £136

Get started with 36Vegas

• Licensed in: GB

Terms and conditions: Place a 5+ leg ACCA on any sport. If 1 leg loses, get 100% stake back as a free bet (max £136). Qualifying bets to be of odds of at least 3.00 total (2/1) and each leg at odds of at least 1.50 (1/2). Bets to be settled within 7 days of claiming Welcome offer. Free bet valid 7 days from issue, usable on any Sport/Market as a 3+ fold ACCA with total odds 3.00–21.00, each leg 1.50+. One claim per customer. Cannot be combined with the Casino welcome offer. Offer granted on first deposit of £5+ using the generated code. New and invited accounts only. 36 Vegas reserves the right to restrict or exclude any customer at its discretion, including for compliance, risk, account behaviour, or responsible gambling reasons. T&Cs apply.

7

Betano

Up to £30 free bets if you lose

• Horse racing betfinder feature
• 4+ Bet Boosts per EPL & top-flight football fixtures

Get started with Betano

• Licensed in: GB

Terms and conditions: 18+ New Customers. Opt in, deposit and bet min £5 (up to £30) on Sports at 1/1+ odds within 3 days of registration. Should your first bet lose, get your initial stake up to £30 Free Bets for set markets. Free bets expire in 7 days. Scroll down for T&Cs. GambleAware.org | Please gamble responsibly

8

LiveScoreBet

Sign up for £30 in free bets

• Sub Payout on selected football player markets
• Live scores, match statistics and sports streaming

Sign up with LiveScoreBet

• Licensed in: GB

Terms and conditions: 18+. New customers only. Place a £10+ qualifying sports bet (excluding virtual sports) at min odds 1/2 (1.5), settled within 14 days. Receive £30 in free bets: 2 x £10 sportsbook tokens and 2 x £5 Bet Builder tokens. Free bets must be accepted within 7 days and used within 7 days of acceptance. Free bet stakes not returned. Deposit exclusions apply. T&Cs apply.

9

Virgin Bet

Bet £10, get £30 in free bets

• Free-to-play FIVES football game with cash prizes
• 2UP Early Payout on eligible football bets

Sign up with Virgin Bet

• Licensed in: GB

Terms and conditions: 18+. New customers only. Place a £10+ qualifying sports bet (excluding virtual sports) at min odds 1/2 (1.5), settled within 14 days. Receive £30 in free bets: 2 x £10 sportsbook tokens and 1 x £10 Bet Builder token. Free bets must be accepted within 7 days and used within 7 days of acceptance. Free bet stakes not returned. Deposit exclusions apply. T&Cs apply.

10

BetTOM

Up to £25 free bet

• Auto-apply Best Odds Guaranteed, £100 max per bet
• High 3.4/5 Trustpilot rating

Get started with BetTOM

• Licensed in: GB

Terms and conditions: New BetTom customers only. Aged 18+. Sportsbook bets only. Minimum 3 bets of £10+ each at evens (2.0+) on separate events placed on your first day. First day begins on first deposit. 50% of first-day net losses refunded as a free bet, up to £25. Free bet credited within 24 hours. Must be used within 7 days. Free bet stake not returned. No bonus code required on first deposit. Full T&Cs apply. Please gamble responsibly.

11

Swifty Sports

Bet £10, get a £10 free bet if your bet loses

• Simple debit-only payments
• Detailed football stat cards

Get started with Swifty Sports

• Licensed in: GB

Terms and conditions: 18+. New customers only (registered from 6 July 2026). Min stake £10. Min odds 1/1 (2.0). First bet must be a cash-funded single selection placed within 30 days of registration. If the qualifying bet loses, receive a £10 free bet within 24 hours of settlement. Free bet expires 24 hours after credit. Min free bet odds 1/1 (2.0). Free bet stake not returned with winnings. Cashed-out, void and cancelled bets excluded. One offer per customer. T&Cs apply.

12

Betsuna

Sign up for £50 free bets

• Sportsbook, casino and bingo on a single login
• £50 free bet at 1x wagering, the biggest of the ProgressPlay sites

Get started with Betsuna

• Licensed in: GB

Terms and conditions: New Players Only. Free bet – one-time stake of £/€/$50, min odds 1.5, stake not returned. 1X wager the winnings. Wager from real balance first. Wager calculated on bonus bets only. Max conversion: £/€/$200. Valid for 7 Days from receipt. Limited to 1 sport & 5 casino brand/s within the network. Withdrawal requests void all active/pending bonuses. Excluded Skrill and Neteller deposits. Full Terms Apply.

13

Quinnbet

Sign up for 50% back up to £50

• No Goals No Worries refunds 0-0 stakes as a free bet
• Best Odds Guaranteed on UK and Irish racing

Get started with QuinnBet

• Licensed in: GB

Terms and conditions: Terms and conditions: Sign up, deposit and place qualifying bets, to get 50% back up to £50 as a Free Bet, on your first day’s losses. T&Cs apply.

14

Highbet

Deposit £10, get £30 in free bets + up to £30 extra

• 10% weekend sports cashback
• Esports livestreaming on CS2 and League of Legends

Get started with Highbet

• Licensed in: GB

Terms and conditions: 18+. New customers only. Opt in and deposit min £10 via debit card. Place first £10 sports bet at min odds 1/1 (2.0) within 7 days of registration. Receive 3 x £10 free bets after settlement. Win with qualifying free bets to unlock up to 3 additional £10 free bets (£60 total). Free bets valid for 7 days and must be used on accumulators with 4+ selections and min total odds of 4.0. Max payout £60 per free bet. Free bet stakes not returned. Bet Builder and cashed-out bets excluded. Sports or casino welcome offer only. T&Cs apply.

15

MogoBet

Sign up for £30 free bets

• Monthly cashback on losses
• Redeemables via the ProgressPlay Rewards Store

Get started with MogoBet

• Licensed in: GB

Terms and conditions: New Players Only. Free bet – one-time stake of €/£/$30, min odds 1.5, stake not returned. 1X wager the winnings. Wager from real balance first. Wager calculated on bonus bets only. Max conversion: €/£/$200. Valid for 7 Days from receipt. Limited to 1 sport & 5 casino brand/s within the network. Withdrawal requests void all active/pending bonuses. Excluded Skrill and Neteller deposits..Full Terms apply.

16

Bet Vickers

Sign up for £10 free bets

• Racing-led brand since 2019
• Up to 15% boost on all Bet Builders

Get started with Bet Vickers

• Licensed in: GB

Terms and conditions: 18+. New Customers only. Min Deposit £10. Min Stake £10. Min Odds 1/1. The qualifying bet must be a single selection only. Free bet added on 1st settlement of any qualifying bet. Free bet is a matched free bet of £10. Free bet expiry is 7 days. 1 Free bet offer per customer. Cashed out bets won’t apply. T&C’s apply.

17

Ken Howells

Sign up for 50% back up to £25

• Telephone & WhatsApp betting service
• 45+ sports covered, including racing with BOG from 10:00

Get started with Ken Howells

• Licensed in: GB

Terms and conditions: Min 3 bets £10+ on separate events at (2.0) or Bigger – Maximum Uplift £250. T&C’s Apply. Code – CASHBACK. T&Cs apply.

18

Watch My Spin

Sign up for a £35 free bet

• 10% weekend cashback on net losses, up to £500
• 30+ sports with 1,300+ pre-match events a day

Get started with WatchMySpin

• Licensed in: GB

Terms and conditions: New Players Only. Free bet – one-time stake of £35, min odds 1.5, stake not returned. 1X wager the winnings. Wager from real balance first. Wager calculated on bonus bets only. Max conversion: £200. Free bets and Bonuses are valid for 7 days. Limited to 1 sport & 5 casino brands within the network. Withdrawal requests void all active/pending bonuses. Excluded Skrill and Neteller deposits. Full Terms Apply.

Review methodology: How I chose and tested these new betting sites

We tested the bookmakers featured in this guide at different points throughout 2026, including initial reviews conducted between March and May and subsequent testing of selected operators. Our checks covered registration, deposits, withdrawals, betting markets, mobile usability and customer support. We also compared football odds across five Premier League fixtures ahead of the 2026/27 season.

Note: Trustpilot scores are used as corroborating signals, not as primary ratings. Volumes above 100 reviews are weighted more heavily than small samples, which are easier to skew in either direction.

Best betting sites at a glance: new UK sports betting sites compared

This UK betting sites list covers all new online bookmakers reviewed on this page. If you want every UK welcome offer compared side by side, not just these new entrants, see the complete list of the best betting sign up offers in the UK right now.

New arrivals are only worth a look once they clear the same bar as the established books. Our best UK betting sites ranking is where those sit, and it is the fairer comparison if you are not set on trying something new.

*Bookmakers with the same licence number: some of these sites are run by the same company

A few of these bookies aren’t quite as unique as they look. JeffBet, MogoBet, Betsuna and WatchMySpin run on the same platform: ProgressPlay (UKGC licence 39335).

Check the small print on the MogoBet and JeffBet offers and you’ll spot the line “Limited to 1 sport and 5 casino brands within the network.” In plain English, your welcome offer counts once across the whole family of sites, not once per site. Claim the sports sign-up offer at MogoBet, for example, and you can’t claim it again at JeffBet, because underneath, they’re the same operation.

Why I included bookies that are older than two years: JeffBet (2022), MogoBet (2022), Swifty Sports (2023), Highbet (2021), WatchMySpin (2019), Bet Vickers (2019), and QuinnBet (2017) all launched in the UK before 2025, but I included them because they aren’t established household names with 15-25 years of UK history like Paddy Power or bet365.

1. LuckyMate: Best new betting site for early payouts and Bet Builder

1

LuckyMate

Sign up for £10 free bets

• 1 Up and 2 Up Early Payout
• Bet Builder with up to 25 selections

Get started with LuckyMate

• Licensed in: GB

Terms and conditions: First deposit only, £10 min deposit. Qualifying bet: min £10, on any acca or Bet Builder (2+ selections) with min odds 6/4 (2.5) on selected sports. £10 free bet: 2+ leg acca or Bet Builder (2+ selections), min odds 6/4 (2.5), 7-day expiry. T&Cs apply.

LuckyMate is a must-have account for serious football punters. It features a friendlier and more flexible Early Payout offer. Back a team in the 1 Up market and your bet settles as a winner the moment they take a 1-goal lead, or use 2 Up for the more familiar 2-goal trigger, both paying out regardless of the final score. 

The Bet Builder goes further than most new sites too, with room for up to 25 selections on leagues like the Premier League and Champions League, more than double bet365’s 12-selection cap. In our guide to best NFL betting sites in the UK, LuckyMate offered 330+ markets per game, giving American football bettors considerably more choice than newer rival RightBet. Popular Bets sits beside the bet slip suggesting selections from recent stats and form. In my tests, I found a Weekly Boost that rewards volume with an odds boost token every Monday, up to 100% for 40 or more settled bets in the week.

Launched in 2025, LuckyMate is one of the newest bookies here, licensed by the UKGC under Anakatech Interactive Limited (account 48789). There’s no dedicated app on either the App Store or Google Play, so every bet runs through the mobile browser, worth knowing if you’re used to betting from a home-screen icon.

When I tested the sign-up flow in August 2026:

• Registration took around three minutes
• Deposits via Visa or Apple Pay processed instantly
• Withdrawal took just under 24 hours
• Live chat was available 24/7 and reached a human quickly

The welcome offer is Bet £10, Get £10, using code LM10. Deposit £10, place a £10 accumulator or Bet Builder (2+ selections) at minimum odds of 6/4, and a £10 free bet lands on settlement. It has to be used in one go on another ACCA or Bet Builder of the same odds, and it expires after 7 days. Horse racing, greyhounds and virtual sports are excluded from qualifying.

LuckyMate’s Trustpilot score sits at 1.9/5 from 150+ reviews, just a bit ahead of some bigger names on this list, such as MogoBet at 1.5/5 and RightBet at 1.8/5. With no app store presence to check, mobile bettors are working from review-free territory on that front. Payment options run to seven methods, including PayPal, debit cards, Skrill and Google Pay, and support runs around the clock via live chat.

Existing customer offers: the Weekly Boost is the main ongoing perk, handing out a Boosted Odds token every Monday based on how many bets you settled the week before, from a 35% boost at 10 to 19 bets up to 100% at 40 or more. Beyond that and the odds boosts sprinkled through the football and racing card, LuckyMate keeps its promotions list short, a bookmaker launched in 2025.

2. BetAhoy: Best new betting site for football market depth

2

BetAHoy

Sign up for £10 free bets

• 250+ markets available for Bet Builder betting
• Double Result payout on racing up to £5,000/day

Get started with BetAhoy

• Licensed in: GB

Terms and conditions: Terms and conditions: Code ALLABOARD10 – Valid within 7 days of reg. (Min £10 at odds of EVS+). 2 x £5 free bets awarded once qualifying bet settles (18+). Full T&C’s Apply.

BetAhoy launched in May 2025 under BetAhoy Ltd (UKGC licence 100094), an East Sussex-based independent operator that became the gold betting sponsor of National League side Worthing FC in August 2026. It runs on the EveryMatrix platform, the same engine behind BetTOM and 36Vegas. It covers 35+ sports, including football, racing, esports and prices up niche markets such as Bandy, sailing and Biathlon that most new sites skip.

Football coverage is where BetAhoy does its best. I counted 900+ markets on the biggest Champions League fixtures, and 1,100+ on Liverpool vs Atletico Madrid on 9 September 2026, more than double what Bally Bet offers on the same tier of match (under 600). Well ahead of established names like William Hill and Coral. The Bet Builder carries 250+ markets on the top leagues and accepts up to 25 selections in one slip, over double MogoBet’s 12-selection cap, and SubSwitch rolls a player bet over to the substitute if your selection is taken off.

Horse racing is the other strong suit. BetAhoy covers all UK and Irish racing, alongside selected international meetings from France, USA, South Africa and beyond. They stream every UK and Irish race live free of charge (no bet required, just a login), and offer Best Odds Guaranteed on UK and Irish horse and greyhound racing from 10am daily. Double Result pays out on both the first-past-the-post and amended result, up to £5,000 a day.

The BetAhoy sign up offer is bet £10, get £10 in free bets. Place a £10+ qualifying bet at minimum odds of Evens (2.0) within 7 days of registering, and once it settles, you’ll receive a £5 sports free bet (minimum odds Evens) and a £5 accumulator free bet (4+ legs, minimum odds 2/5 per leg). Both expire 7 days after being credited.

The mobile app is available on both the App Store and Google Play. Ratings are thin so far at 3.7/5 from just 3 iOS reviews and no rating yet on Android (500+ downloads). Trustpilot sits at 2.6/5 from 100+ reviews, more than double JeffBet’s 1.2/5, Bally Bet’s 1.5/5 and MogoBet’s 1.5/5, and ahead of LuckyMate’s 1.9/5.

Where BetAhoy could pull up its socks is payments, which are limited to Visa, Mastercard, and Trustly (no e-wallets like PayPal, Skrill, Paysafe, or Neteller). Live streaming doesn’t extend beyond UK/Irish racing, so no football streams. BOG only kicks in from 10am like at BetTom, but later than the 8am standard at some rivals.

Existing customer offers: Beyond the welcome offer, BetAhoy runs Price Boosts across football, racing and other major sports, plus the SubSwitch player-substitution guarantee and Best Odds Guaranteed on UK and Irish racing. There’s nothing yet in the way of acca boosts, early payout or acca insurance, so punters chasing those specific promos are better served at Bally Bet, Betano, or 36Vegas.

3. JeffBet: Best new UK betting site for payment variety & fast payouts

3

JeffBet

Sign up for £30 free bets

• JeffBet reward points exchangeable for cashback & free bets
• Under 16-hour withdrawals, including Skrill & Neteller

Get started with JeffBet

• Licensed in: GB

Terms and conditions: 18+| New Players Only. Min £10 qualifying bets, stake not returned. Free bet – one-time stake of £30, min odds 1.5, stake not returned. 1X wager the winnings. Wager from real balance first. Wager calculated on bonus bets only. Max conversion: £200. Free bets and Bonuses are valid for 7 days. Withdrawal requests void all active/pending bonuses. Full T&C’s apply.

JeffBet mostly does the basics well. The welcome offer is £30 in free bets after a £10 qualifying bet. The terms are stated plainly, too. The free bet is a single £30 stake at minimum odds of 1.5, the stake isn’t returned, any winnings have to be wagered once before they convert to cash, and the offer expires seven days after it lands, with conversions capped at £200.

One line ties back to the network point above: the T&Cs confirm you can claim only one sports welcome bonus across the whole ProgressPlay network (you’ll need to pick your offer between JeffBet, MogoBet and Betsuna).

When I tested the full journey in May 2026:

• Registration took under three minutes
• A Visa deposit was instant
• My withdrawal landed in 16 hours, quick by UK standards

I was happy to find so much detailed information about withdrawals on JeffBet. They clearly state that they charge a processing fee of 1% capped at £3 per withdrawal, the only cash-out fee among the sites I tested, though the £3 ceiling stops it biting on bigger payouts.

Speed depends on the method: e-wallets such as Skrill and Neteller and the instant bank payment option clear in around a business day, while debit card and PayPal withdrawals can take three to seven business days after a one-day processing step. MasterCard withdrawals aren’t available at all.

Deposits are made instantly across cards, PayPal, Apple Pay, e-wallets, and instant bank payments. The minimums range from £10 to £20 by method. Note: steer clear of PayviaPhone, which charges a 15% deposit fee and can’t be used to withdraw funds. See also our ranking of the best PayPal betting sites.

Customer support was a letdown. I opened the live chat with a billing question and only ever reached a bot, “Fin The Bot”, which looped me through preset options (Deposit/Withdrawal, Start over) and, when I picked “my question is not listed”, pushed me to a contact form rather than a person. I never got through to a human in the session and my question went unanswered. Live chat exists, but in my test it didn’t actually resolve anything.

Existing customer offers: JeffBet’s Rewards Programme runs on missions and levels. You complete tasks such as trying a new game or claiming a bonus, climb the ranks and pick up badges, then spend your points in a Rewards Store on free spins, deposit bonuses and cashback, with leaderboard positions unlocking further prizes. It’s a fuller existing-customer setup than most new sites bother with.

4. Bally Bet: Best new betting site for welcome offer flexibility (30-day £30 free bets)

4

Bally bet

Sign up for £30 free bets

• Bet Builder up to 16 selections with 50% boost
• Acca Hub with pre-built accas

Get started with Bally Bet

• Licensed in: GB

Terms and conditions: New UK members only, must opt in. Deposit & bet min. £10 within 30 days at min. 1/2 odds, excl. Odds & profit boost. Free Bets: 3 x £10 tokens (odds & bet leg restrictions apply), non-withdrawable, issued on settlement, valid 30 days, stake not returned. Play Responsibly. 18+

Bally Bet’s biggest selling point is its welcome offer. Unlike JeffBet, MogoBet and most other bookmakers on this list, you get 30 days to use your £30 in free bets instead of seven.

It’s the UK sportsbook from Bally’s Corporation, the US casino giant that acquired Gamesys in a $2.7bn deal in 2021. The casino launched first in September 2023, with the sportsbook following in August 2024, so despite the name behind it, Bally Bet is still a relatively new bookmaker. If it sounds familiar, that’s because Bally’s is Nottingham Forest’s front-of-shirt sponsor for the 2025/26 Premier League season.

The site runs on Kambi, the same platform used by BetMGM and Virgin Bet. When I tested it this month, the odds updated quickly, the bet slip stayed responsive, and in-play markets held up well without the lag you sometimes see on newer sites. Its app ratings are impressive too, scoring 4.7 on iOS and 4.6 on Android, one of the few new bookmakers here to rate highly across both platforms.

The welcome offer is deposit £10, place a £10 qualifying bet at minimum odds of 1/2 (1.5), and once it settles, you’ll receive 3x £10 free bet tokens. The catch is how those tokens can be used. Only the first works on any market. The second must be used on a 3+ leg Bet Builder and the third on a 3+ leg accumulator, both at minimum odds of 2.0.

Bally Bet has revamped its sports betting platform and covers the main UK sports well enough, with football, tennis, cricket, darts, basketball, golf, boxing, UFC/MMA and rugby union. The complete A-Z sports menu features 35+ sports, which is on or above par of the 30+ you’ll find at RightBet.

Existing customer offers include 2UP early payout on major football leagues and extra places on selected UK and Irish racing, plus daily rewards and rotating odds boosts.

5. RightBet: 130+ football leagues and strong promotions, held back by a shaky Trustpilot score

5

RightBet

Sign up for £20 free bets

• Build-A-Bet Club with a £5 free bet builder
• Early Payout offers on NBA, MLB, NFL & NHL

Get started with RightBet

• Licensed in: GB

Terms and conditions: New customers only. Min £20 bet at minimum odds of 1/1 (2.0). Bets placed as Build-A-Bet / Bet Builder do not qualify. Max reward: Two £10 Bet Builder Free Bets. Each Bet Builder Free Bet requires a minimum of 4 legs at combined minimum odds of 3/1 (4.0). Free Bets expire 7 days after credit. 18+. Full T&Cs apply. Welcome Offer: Bet £20, Get £20 In Free Bets

RightBet is a white-label brand on Manchester-based Betable Limited’s UKGC licence (23328), the same one behind Ivy Bet and Bet442, running on the Delasport sportsbook. It launched in April 2026, making it the second newest bookmaker on this page after Betsuna.

Beyond major competitions such as the Premier League, Bundesliga, La Liga, and UEFA Champions League, you’ll find leagues not commonly covered by new betting sites, including the Iceland Premier League, Romania Liga 1, and Bhutan Super League. Australia alone lists 21 football leagues, from the state National Premier Leagues down to New South Wales League 1 and 2 and the youth tiers. In total, I counted 130+ football competitions.

Racing is well stocked too with around 790 markets across 15 UK, Irish and international tracks, from Bath and Thirsk to Sha Tin and Nantes. There is, however, no live streaming, only in-play betting, so BetTOM remains the better pick for watching UK and Irish racing as you bet. And there’s no Best Odds Guaranteed, which BetTOM, Bet Vickers, 36Vegas and Ken Howells all offer.

The welcome offer is Bet £20, Get £20. Place a £20+ qualifying bet at odds of 2.00 or greater (Bet Builder excluded) and you get two £10 Bet Builder Free Bets. Each one needs a minimum of 4 legs at combined odds of 3/1 (4.0), with every selection priced at 1.50 or bigger. Both expire in seven days, the stake isn’t returned, and it’s one per customer, with no hidden wagering requirement.

Payments cover cards, PayPal, Trustly, MuchBetter, Google Pay and bank transfer (£10 min), with Apple Pay unavailable. If the wallet is a must, we rank 13 bookmakers that accept Apple Pay in a separate guide.

RightBet’s Trustpilot reviews are a bit disappointing, at 1.9/5 across 50+ reviews with 80% of them one-star, though the claimed profile answers 100% of negative reviews within 24 hours, bettered here only by BetTOM (98%) and far above Swifty Sports, which has answered none. The sample is small, but the complaints are concerning. The most recent cites live chat closing at 5pm and a winning bet cancelled minutes after it was placed.

No live chat from 5pm… they cancelled the bet 4 minutes later.

– Recent Trustpilot reviewer, GB

For existing customers, the promotions are a step up from the support. There’s a Weekly Combo Club paying up to £10 in free Build-A-Bets for £20+ combo bets each week. The Premier League and football promo slate is also well stocked, including an Acca “Combo” Insurance, winning combo boosts up to 70%, and football Early Payout offers.

6. 36Vegas: Independent new sportsbook with BOG on UK racing

6

36Vegas

Up to £136 acca insurance

• Nearly 40 sports covered, including floorball
• Lossback as a free bet up to £136

Get started with 36Vegas

• Licensed in: GB

Terms and conditions: Place a 5+ leg ACCA on any sport. If 1 leg loses, get 100% stake back as a free bet (max £136). Qualifying bets to be of odds of at least 3.00 total (2/1) and each leg at odds of at least 1.50 (1/2). Bets to be settled within 7 days of claiming Welcome offer. Free bet valid 7 days from issue, usable on any Sport/Market as a 3+ fold ACCA with total odds 3.00–21.00, each leg 1.50+. One claim per customer. Cannot be combined with the Casino welcome offer. Offer granted on first deposit of £5+ using the generated code. New and invited accounts only. 36 Vegas reserves the right to restrict or exclude any customer at its discretion, including for compliance, risk, account behaviour, or responsible gambling reasons. T&Cs apply.

36Vegas is operated by 36Gaming Ltd under UKGC licence 66806, with no parent company holding licences for other betting brands. It launched in the UK in 2025 on the EveryMatrix platform (the same backend BetGoodwin uses, though the two operators are independent and not associated). For anyone trying to spread accounts across networks rather than concentrate them, 36Vegas is the cleanest licence trail on this page after BetTOM.

The headline feature is Best Odds Guaranteed on all UK and Irish horse racing from 10 am on race day, capped at £100 per qualifying bet, greyhounds excluded. That’s a narrower version of what Bet Vickers and BetTOM offer, but any form of BOG from a 2025 launch is still commendable. There are also large odds boosts across football, racing and Formula 1.

The sign up offer lets users place a 5+ leg accumulator on any sport with total odds of 3.00 or greater and each leg at minimum odds of 1.50. If one leg loses, your entire stake is refunded as a free bet up to £136. If every leg wins, you collect the winnings. If more than one leg fails, no free bet is awarded. The free bet is valid for seven days and must be used on a 3+ leg acca with total odds between 3.00 and 21.00.

Coverage spans 39 sports, second only to Ken Howells among the sites reviewed here, including ski jumping, floorball, lacrosse, futsal, beach volleyball, AFL and Gaelic football. The bet builder is functional but mid-table, with fewer markets to combine than JeffBet or Betano. There’s no live streaming on any sport, including football and racing, which puts it behind BetTOM for racing punters. Customer support runs 24/7 via live chat per the operator’s own site, with humans rather than a bot loop.

Trustpilot sits at 2.4/5 across 50 reviews, which is below the 3.0 mark but with a sample small enough that individual reviews skew it. 36Gaming has not been fined by the UKGC. It’s also worth noting that 36Vegas only accepts debit card transactions for deposits and withdrawals.

Existing customer offers: BOG on UK and Irish horse racing from 10 am, plus rotating odds boosts on football, racing and F1.

7. Betano: New to the UK with up to £30 back if your first bet loses

7

Betano

Up to £30 free bets if you lose

• Horse racing betfinder feature
• 4+ Bet Boosts per EPL & top-flight football fixtures

Get started with Betano

• Licensed in: GB

Terms and conditions: 18+ New Customers. Opt in, deposit and bet min £5 (up to £30) on Sports at 1/1+ odds within 3 days of registration. Should your first bet lose, get your initial stake up to £30 Free Bets for set markets. Free bets expire in 7 days. Scroll down for T&Cs. GambleAware.org | Please gamble responsibly

Betano is operated in the UK by BV Gaming Limited, which also runs talkSPORT BET under the same licence (Account 39576). That shared infrastructure gives Betano access to BVGroup’s bet builder and odds boost technology from day one.

The welcome offer covers any sport: bet £5 or more at odds 1/1+ within three days of registering, and if that first bet loses, you’ll get your stake back as free bets for set markets, up to £30. Free bets expire after 7 days.

Against that, UK customer reviews are mixed. Complaints about promotions not applying as advertised and about poor RTP on casino products are frequent enough to take seriously. Some individual support interactions have been positive, but the volume of negative feedback points to systemic issues rather than isolated incidents. Betano’s product is demonstrably strong in its established European markets; the UK operation is still catching up.

Existing customer offers: Ongoing football-focused betting promotions, including odds boosts, accumulator profit boosts, and regular price enhancements on Champions League and Premier League fixtures, making it one of the best football betting sites in the UK. Well-designed; the gap between Betano’s promotional architecture and its UK operational delivery is the central tension for this bookmaker right now.

8. LiveScore Bet: Best for football betting, live scores and streaming

8

LiveScoreBet

Sign up for £30 in free bets

• Sub Payout on selected football player markets
• Live scores, match statistics and sports streaming

Sign up with LiveScoreBet

• Licensed in: GB

Terms and conditions: 18+. New customers only. Place a £10+ qualifying sports bet (excluding virtual sports) at min odds 1/2 (1.5), settled within 14 days. Receive £30 in free bets: 2 x £10 sportsbook tokens and 2 x £5 Bet Builder tokens. Free bets must be accepted within 7 days and used within 7 days of acceptance. Free bet stakes not returned. Deposit exclusions apply. T&Cs apply.

LiveScore Bet launched in the UK in 2021 and is operated by LiveScore Group, the company behind the popular LiveScore football results app and Virgin Bet. The bookmaker’s biggest selling point is its integration with the wider LiveScore ecosystem, combining football betting markets with live scores, match statistics and streaming. UKGC licence 56859 is held by LiveScore Betting and Gaming (Gibraltar) Limited.

Football is where LiveScore Bet makes its strongest case. Alongside standard match result, goalscorer and Bet Builder markets, the bookmaker offers Sub Payout, which transfers eligible player bets to their replacement if the original selection is substituted. If the substitute meets the original betting conditions, the bet can still win. This feature applies to selected competitions and player markets, making it particularly useful for football bettors concerned about early substitutions.

The welcome offer provides £30 in free bets after depositing and placing a qualifying £10 sports bet at minimum odds of 1/2 (1.5). Customers receive two £10 sportsbook tokens and two £5 Bet Builder tokens. However, the tokens must be accepted within seven days and used within seven days of acceptance, while the Bet Builder rewards cannot be used as ordinary singles.

LiveScore Bet also provides horse racing coverage, including live streaming and Best Odds Guaranteed on eligible UK and Irish races. The combination of football features, streaming and racing makes it a well-rounded alternative to newer bookmakers with more limited sportsbooks.

Existing customer offers: Selected Premier League promotions include money-back free bets on qualifying Saturday 12:30 kick-off Bet Builders, alongside regular football price boosts and Sub Payout on eligible markets.

Editorial verdict: LiveScore Bet is worth considering for football bettors who value match information and specialist betting features. Its welcome offer is competitive, although the separate Bet Builder tokens reduce its flexibility.

9. Virgin Bet: Best for football promotions and free-to-play rewards

9

Virgin Bet

Bet £10, get £30 in free bets

• Free-to-play FIVES football game with cash prizes
• 2UP Early Payout on eligible football bets

Sign up with Virgin Bet

• Licensed in: GB

Terms and conditions: 18+. New customers only. Place a £10+ qualifying sports bet (excluding virtual sports) at min odds 1/2 (1.5), settled within 14 days. Receive £30 in free bets: 2 x £10 sportsbook tokens and 1 x £10 Bet Builder token. Free bets must be accepted within 7 days and used within 7 days of acceptance. Free bet stakes not returned. Deposit exclusions apply. T&Cs apply.

Virgin Bet launched in the UK in May 2019, making it one of the more established operators featured in this guide. Although it carries the familiar Virgin branding, the bookmaker is part of LiveScore Group and operates under Virgin Bet Limited’s UKGC licence 54310. Its sportsbook covers major football competitions, horse racing, tennis, cricket and several other sports, alongside casino products.

One of Virgin Bet’s more distinctive features is FIVES, a free-to-play football game that lets customers build a five-player squad over the course of the week. Players can earn cash prizes when members of their squad score goals, without needing to deposit or place a qualifying bet. It’s an interesting alternative to the usual accumulator promotions and price boosts, and one reason Virgin Bet holds a place in our best football betting sites UK ranking.

The football sportsbook also includes Bet Builder, 2UP Early Payout on selected matches and Sub Payout on eligible player markets. These features provide more variety than bookmakers limited to standard pre-match and in-play betting.

New customers can claim £20 in free bets after depositing £10 and placing a qualifying £10 sports bet at minimum odds of 1/2 (1.5). The reward consists of two £10 tokens, which must be accepted within seven days of notification and used within seven days of acceptance. The offer is straightforward, although the headline amount is smaller than several competing promotions.

Horse racing bettors should also be aware that Virgin Bet’s Best Odds Guaranteed promotion is conditional. Customers must stake more than £25 over the preceding seven days to qualify, rather than receiving BOG automatically on every eligible wager from registration.

Existing customer offers: Virgin Bet provides football price boosts, 2UP Early Payout and free-to-play promotions, including FIVES. Selected football fixtures also feature Sub Payout on qualifying player markets.

Editorial verdict: Virgin Bet offers a good selection of football markets and promotions, with FIVES providing a distinctive free-to-play option. However, its welcome offer isn’t particularly generous compared with some newer competitors, and its conditional racing BOG reduces its appeal to occasional racing bettors.

10. BetTOM: Best new horse racing betting site in 2026 (BOG & live streaming)

10

BetTOM

Up to £25 free bet

• Auto-apply Best Odds Guaranteed, £100 max per bet
• High 3.4/5 Trustpilot rating

Get started with BetTOM

• Licensed in: GB

Terms and conditions: New BetTom customers only. Aged 18+. Sportsbook bets only. Minimum 3 bets of £10+ each at evens (2.0+) on separate events placed on your first day. First day begins on first deposit. 50% of first-day net losses refunded as a free bet, up to £25. Free bet credited within 24 hours. Must be used within 7 days. Free bet stake not returned. No bonus code required on first deposit. Full T&Cs apply. Please gamble responsibly.

BetTOM is the only independently-owned bookmaker reviewed on this page that pairs a full horse racing and greyhound product with live streaming. Best Odds Guaranteed applies to all UK and Irish horse and greyhound racing. Live streaming of both is available through the iOS app. These two features alone put BetTOM ahead of every other new UK bookmaker reviewed here for racing punters, and explain its place among the horse racing betting sites we rank.

Incorporated October 2023, UKGC licence active from September 2024. Based in Uckfield, East Sussex. Bet Tom Limited holds its own licence independently.

Welcome offer: 50% of first day sportsbook losses returned as a free bet, up to £25. Requires a minimum of three qualifying bets. Less eye-catching than a “bet £10 get £30” headline, but the structure is honest. You only receive it if you actually lose, which aligns the incentive correctly.

Payment methods confirmed: Visa/Mastercard, and Apple Pay. Minimum deposit: £10. The payment range is narrower than some brands, but it covers the basics.

The app scores 2.8/5 on the App Store (15+ ratings) and 3.8/5 on Google Play (after 1k downloads). It’s a working product, not a polished one, but it carries the live streaming and bet builder features without crashing, which is enough to earn BetTOM a place among the betting sites with live streaming. The site covers 38+ sports, including esports, futsal, basketball, and darts, and features an unusual Tournaments section for a newer betting site.

Trustpilot: 3.4/5 across 500+ reviews. The betting site replies to 98% of negative feedback, typically within a week. That response rate is the highest of any bookmaker reviewed on this page, just ahead of RightBet’s 87%.

Existing customer offers: A Promotions tab with reload bonuses and regular offers. Specific cashback percentages were not published at time of testing; check directly for current terms.

11. Swifty Sports: Limited 24-hour free bet & no e-wallets

11

Swifty Sports

Bet £10, get a £10 free bet if your bet loses

• Simple debit-only payments
• Detailed football stat cards

Get started with Swifty Sports

• Licensed in: GB

Terms and conditions: 18+. New customers only (registered from 6 July 2026). Min stake £10. Min odds 1/1 (2.0). First bet must be a cash-funded single selection placed within 30 days of registration. If the qualifying bet loses, receive a £10 free bet within 24 hours of settlement. Free bet expires 24 hours after credit. Min free bet odds 1/1 (2.0). Free bet stake not returned with winnings. Cashed-out, void and cancelled bets excluded. One offer per customer. T&Cs apply.

Swifty Sports covers football, racing, in-play markets, casino and live casino. Payment methods are confirmed on the bookmaker’s FAQ page: debit cards, Open Banking, and bank transfer only. No PayPal, no Apple Pay, no e-wallets. Withdrawals via debit card take one to five working days, and Open Banking deposits settle within 24 hours, which can be longer at weekends.

Swifty Sports offers new customers a £10 free bet if their first £10 sports bet loses. The qualifying wager must be a cash-funded single selection at minimum odds of Evens (2.0) and placed within 30 days of registration. If it loses, the £10 free bet is credited within 24 hours of settlement.

The biggest drawback is the free bet’s restrictive 24-hour expiry, giving customers just one day to use it after receiving the credit. The free bet must also be placed at minimum odds of Evens (2.0), with the stake excluded from any winnings. While the 30-day qualifying window is generous, the short redemption period makes this promotion considerably less flexible than alternatives offering seven or 30 days to use free bets.

One verified Trustpilot review described having a sign-up bonus that closed after 24 hours despite expecting longer; the T&Cs confirm the 24-hour expiry, suggesting the terms are technically applied correctly but not clearly communicated in the marketing.

Service is the bigger concern. Trustpilot sits at 2.4/5 across 63 reviews, rated “Poor”, and the bookie has not replied to a single negative review. The iOS app scores 2.7/5 (7 ratings, 53.2MB).

I had my account closed without any explanation or prior notice, and I couldn’t even get in touch with anyone for help.

– Marian, Trustpilot Ireland

Existing customer offers: Price boosts and periodic promotions are listed on the site, but the track record for delivering on advertised terms is unclear from the available review data.

12. Betsuna: 2026 launch with sportsbook, casino and bingo on a single login

12

Betsuna

Sign up for £50 free bets

• Sportsbook, casino and bingo on a single login
• £50 free bet at 1x wagering, the biggest of the ProgressPlay sites

Get started with Betsuna

• Licensed in: GB

Terms and conditions: New Players Only. Free bet – one-time stake of £/€/$50, min odds 1.5, stake not returned. 1X wager the winnings. Wager from real balance first. Wager calculated on bonus bets only. Max conversion: £/€/$200. Valid for 7 Days from receipt. Limited to 1 sport & 5 casino brand/s within the network. Withdrawal requests void all active/pending bonuses. Excluded Skrill and Neteller deposits. Full Terms Apply.

Betsuna is the freshest launch on this page, going live in the UK and Ireland on 22 May 2026, run by ProgressPlay Limited under UKGC licence 39335, the same licence that covers JeffBet, MogoBet and WatchMySpin. That makes four ProgressPlay brands in this review, so the same network-restriction caveat applies: the sports welcome offer can only be claimed on one ProgressPlay brand.

The pitch that separates Betsuna from its siblings is the triple-product launch: Sportsbook, casino and bingo all under one account and one wallet. JeffBet leans sportsbook, MogoBet leans casino-crossover, while Betsuna is the only ProgressPlay platform here that is built around all three.

The welcome offer is bet £10, get £50, credited as a single £50 free bet at minimum odds of 1.5, with winnings carrying 1x wagering and a 7-day expiry. The headline value is the highest of the four ProgressPlay sites in this article (WatchMySpin sits at £35, JeffBet and MogoBet at £30), and 1x wagering on winnings is genuinely friendlier than most.

When I tested the site in late May 2026, everything flowed smoothly:

• Registration took just under three minutes
• Visa deposit was instant
• Live chat replied in under three minutes from a human, not a bot
• KYC documents cleared overnight

The catch is the mobile experience. Betsuna currently runs as a mobile-responsive site only, with no downloadable app, which is a big knock. It loads cleanly and the bottom-of-screen navigation is built for thumbs, but for a 2026 launch, no app is a real bummer. There are over 25 sports to bet on and the football bet builder handles standard markets. Neteller and Skrill are excluded from the welcome offer, as standard across the network.

Existing customer offers: Tennis Cashback returns 10% of losing tennis bets up to £500, an Acca Super Boost scales profit boosts with leg count and the shared ProgressPlay Rewards Programme runs across the four sites in this review. It’s a stronger existing-customer slate than most new launches manage.

13. QuinnBet: Best new betting site for racing promotions and money-back specials

13

Quinnbet

Sign up for 50% back up to £50

• No Goals No Worries refunds 0-0 stakes as a free bet
• Best Odds Guaranteed on UK and Irish racing

Get started with QuinnBet

• Licensed in: GB

Terms and conditions: Terms and conditions: Sign up, deposit and place qualifying bets, to get 50% back up to £50 as a Free Bet, on your first day’s losses. T&Cs apply.

QuinnBet has been live since 2017 operating under the UKGC licence 61011 alongside Gibraltar and Irish licences. Founded by Sean Quinn, the bookmaker leans hard into promotions rather than sharp pricing, and horse racing is where that shows most. I counted 12 separate racing promotions running at once, more than any other bookmaker on this page.

Best Odds Guaranteed covers all UK and Irish racing from 10am daily, applies to singles, multiples and system bets, and pays up to £150 per bet. That £150 cap beats 36Vegas (£100) and matches the more generous end of the market. Around it sit Fallers Insurance, Extra Places at 1/5 odds on each-way singles and accas, free Tricast and Forecast bets, Yankee bonuses, and money back as a free bet if your horse finishes 2nd to favourite.

Football is the other strong suit, with 350+ markets on top-flight fixtures and 180+ on most others. The Bet Builder runs 150+ markets deep and takes up to 20 selections. Bet Builder+ ones that up and lets you build across separate fixtures and sports. No Goals No Worries refunds your stake as a free bet up to £10 if a Featured Bet Builder loses in a 0-0 draw. A Bet Builder boost pays 20% of your winnings as a free bet, up to £50 daily.

In-play is another quiet strength here. QuinnBet carries over 60%+ of pre-match markets once an event goes live, where rivals like William Hill and Betfair strip most of them out. SatsScore powers the play-by-play graphics and match timeline. I counted 75 events live at the time of testing.

The welcome offer is 50% back up to £50 as a free bet on first-day losses. Deposit and place a £10+ bet at evens or greater, then two more qualifying bets on different events, each at least 50% of your largest stake. Place one £10+ bet at evens and a £5 free bet is guaranteed regardless of how the day goes.

On Trustpilot, QuinnBet’s have an average rating of 3.9/5 from 4,300+ reviews. Comfortably the best score on this page, ahead of BetAhoy (2.6/5) and JeffBet (1.2/5). The app ratings lag well behind at 4.1/5 on iOS from just 80+ reviews and 3.4/5 on Android from 180+. Payments are narrow too, limited to debit cards, Apple Pay and bank transfer, with no PayPal, Skrill or Neteller.

QuinnBet also reached a £609,104 regulatory settlement with the UK Gambling Commission in August 2026 following identified anti-money laundering and safer gambling failings. The operator subsequently strengthened its controls, although the enforcement action is worth considering alongside its otherwise positive customer feedback.

Existing customer offers: Over 10 racing promotions including BOG, Fallers Insurance and Extra Places, plus No Goals No Worries, a 20% Bet Builder boost up to £50 daily, acca bonuses across football, NFL and NBA, and daily odds boosts. It’s the deepest ongoing promotions slate of any bookmaker reviewed on this page.

14. Highbet: Esports betting and weekend cashback

14

Highbet

Deposit £10, get £30 in free bets + up to £30 extra

• 10% weekend sports cashback
• Esports livestreaming on CS2 and League of Legends

Get started with Highbet

• Licensed in: GB

Terms and conditions: 18+. New customers only. Opt in and deposit min £10 via debit card. Place first £10 sports bet at min odds 1/1 (2.0) within 7 days of registration. Receive 3 x £10 free bets after settlement. Win with qualifying free bets to unlock up to 3 additional £10 free bets (£60 total). Free bets valid for 7 days and must be used on accumulators with 4+ selections and min total odds of 4.0. Max payout £60 per free bet. Free bet stakes not returned. Bet Builder and cashed-out bets excluded. Sports or casino welcome offer only. T&Cs apply.

Highbet operates in the UK as a white-label betting site under SCGO Limited’s UKGC licence (account 44662). The bookmaker focuses on esports alongside conventional sports betting and casino products.

Highbet has built around esports in a way that the major bookmakers still haven’t managed. The depth here genuinely beats what bet365 or Sky Bet offer on competitive gaming. Here’s what I liked:

• Multiple esports titles like CS2 and League of Legends
• Live betting on streamed esports tournaments
• Cash-out available on most live markets
• UK-based phone support (though overall reviews are mixed)

Welcome offer: Highbet offers new customers £30 in free bets after depositing £10 and placing a qualifying £10 sports bet at minimum odds of Evens (2.0). The initial reward consists of three £10 free bet tokens, each valid for seven days. Customers can also unlock up to three additional £10 tokens by winning with their free bets, potentially taking the total promotional value to £60.

However, the offer comes with some restrictive conditions. Free bets can only be used on accumulators containing at least four selections with combined odds of 4.0 or greater. Each token also carries a maximum payout of £60, while qualifying deposits must be made using a debit card. These restrictions make the promotion considerably less flexible than welcome offers that allow free bets to be used on singles.

Existing customer offers: 10% cashback on sports bets every weekend, credited as bonus funds. Early payout is also available on major football competitions. The weekend cashback is a genuine ongoing benefit; for a punter who bets consistently on Saturdays and Sundays, it accumulates into something meaningful across a season.

When it comes to customer service, live chat is available on the site 24/7, and you’ll get an immediate response, albeit from a bot. During UK working hours, phone support is available and connects you to UK-based agents.

My support experience was okay. I had a small issue with my deposit bonus not applying. I used the live chat feature, expecting a long wait. To my surprise, an agent replied in under a minute and fixed it for me right away.

15. MogoBet: The best new betting site for cashback rewards and a £30 welcome offer

15

MogoBet

Sign up for £30 free bets

• Monthly cashback on losses
• Redeemables via the ProgressPlay Rewards Store

Get started with MogoBet

• Licensed in: GB

Terms and conditions: New Players Only. Free bet – one-time stake of €/£/$30, min odds 1.5, stake not returned. 1X wager the winnings. Wager from real balance first. Wager calculated on bonus bets only. Max conversion: €/£/$200. Valid for 7 Days from receipt. Limited to 1 sport & 5 casino brand/s within the network. Withdrawal requests void all active/pending bonuses. Excluded Skrill and Neteller deposits..Full Terms apply.

The MogoBet welcome offer matches its siblings: deposit £10, get £30 in free bets at odds 1.5+, on the same seven-day, £200-max terms as JeffBet. Where MogoBet pulls ahead of the other ProgressPlay sites is twofold.

Its sports coverage is broader than you’d expect, with Gaelic football and futsal alongside the standard markets, and in my test its live chat reached a helpful, non-scripted human, a world away from the bot loop at JeffBet. Navigation is the persistent weak point, though: the site is cluttered and finding specific markets takes longer than it should.

My testing showed a 22-hour withdrawal and helpful, non-scripted support. The public review picture is less flattering: MogoBet’s Trustpilot profile is unclaimed, sits at 1.5/5 across 50+ reviews, and the Android app rates 1.4/5 across 10+ reviews on Google Play.

The sample is small enough that the scores aren’t definitive, but an unclaimed Trustpilot page at a UKGC-licensed bookmaker is a flag worth noting. The free bet winnings also require 1x wagering before withdrawal, a standard ProgressPlay condition buried in the T&Cs.

Here’s what I liked:

• Registration took just over two minutes
• Deposits process instantly via Visa
• First withdrawal took 22 hours (excellent)
• Customer service was helpful, not scripted
• Monthly cashback on losses (though navigation is confusing)

Overall not bad. Site is a bit of a pain to navigate but plenty of selection choices. Withdrew money and was skeptical about timing, but around 1 hour later it was in my account.

– Verified Trustpilot review

Existing customer offers: the same ProgressPlay Rewards Programme as JeffBet, with missions, levels and a Rewards Store stocked with free spins, deposit bonuses and cashback deals. It’s a real ongoing perk that most new sites don’t bother with, though it’s shared across the ProgressPlay sites rather than unique to MogoBet.

16. Bet Vickers: 22 sports & no e-wallet payments

16

Bet Vickers

Sign up for £10 free bets

• Racing-led brand since 2019
• Up to 15% boost on all Bet Builders

Get started with Bet Vickers

• Licensed in: GB

Terms and conditions: 18+. New Customers only. Min Deposit £10. Min Stake £10. Min Odds 1/1. The qualifying bet must be a single selection only. Free bet added on 1st settlement of any qualifying bet. Free bet is a matched free bet of £10. Free bet expiry is 7 days. 1 Free bet offer per customer. Cashed out bets won’t apply. T&C’s apply.

Bet Vickers has been operating in the UK since 2019 and also trades as Vickers Racing under the same UKGC licence. The welcome offer is Bet £10, Get £10 in free bets.

The most useful part of Bet Vickers is its horse racing product, it’s also one of the best boxing betting sites. Best Odds Guaranteed is available daily from 10 am on UK and Irish races, which puts it alongside BetTOM as one of the few bookmakers on this page to offer BOG as a standard feature.

The sports menu covers 22 disciplines: football, horse racing, golf, American football, Australian rules, baseball, basketball, boxing, cricket, darts and Formula 1, amongst others. In-play betting is available. There’s also a casino, a live casino and a virtual casino section for those who want both.

The weaknesses are harder to overlook. Payment options are limited to debit cards, Open Banking and bank transfer. No PayPal, no Apple Pay, no e-wallets. Withdrawals via debit card take one to five working days, the joint-slowest turnaround reviewed here alongside Swifty Sports and Ken Howells.

The iOS app holds a 3.0/5 rating from just two reviews, which provides almost no reliable signal on build quality. Trustpilot sits at 2.0/5 across 83 reviews, with the bookie replying to 25% of negative feedback.

Existing customer offers: BOG from 10 am is the main recurring benefit for racing punters. No verified cashback or loyalty scheme at the time of writing.

17. Ken Howells: Best new independent bookmaker with a 60-year family heritage

17

Ken Howells

Sign up for 50% back up to £25

• Telephone & WhatsApp betting service
• 45+ sports covered, including racing with BOG from 10:00

Get started with Ken Howells

• Licensed in: GB

Terms and conditions: Min 3 bets £10+ on separate events at (2.0) or Bigger – Maximum Uplift £250. T&C’s Apply. Code – CASHBACK. T&Cs apply.

Ken Howells is an independent Welsh bookie that has been running its bricks-and-mortar shop since 1963 (family-owned for three generations). The bookmaker recently began offering online betting in 2025 under Targetlocal Limited (UKGC licence 422).

Ken Howells’ online gambling licence was temporarily suspended by the UK Gambling Commission in September 2026 following concerns about anti-money laundering controls. The suspension was lifted on 13 October after the operator took significant corrective action.

For punters trying to spread accounts across genuinely independent operators (rather than the multi-brand networks), Ken Howells joins BetTOM and 36Vegas as the third independent betting site on this list, all running on the same EveryMatrix sportsbook platform.

The welcome offer gives bettors 50% of their first-day net losses refunded as a free bet up to £25. To qualify, sign up with our link and use the code CASHBACK. Next, place a minimum of three bets of £10 or more within your first day on separate events at minimum odds of evens (2.0). If any of those bets lose, you’ll get back up to £25 as a free bet. Minimum qualifying losses of £10 and the free bet must be used within 7 days.

Ken Howells covers an impressive 45+ sports with horse racing as the headliner. There’s Best Odds Guaranteed on UK and Irish racing, strong ante-post pricing, and an unusual phone and WhatsApp betting service that none of the other operators on this page offer.

However, the sports betting margins sat at slightly over 10% from my sample testing of 5 Premier League matchday 1 fixtures. The margin is quite high even for a new betting site.

There’s also no live streaming, no live chat, no bet builder, no VIP scheme and no progressive jackpots in the casino. Payment options are also limited to Visa, Mastercard and instant bank transfer (no PayPal, Apple Pay or e-wallets). The promotions page was also light, with few ongoing promos for existing users, especially for sportsbook users.

Existing customer offers: Best Odds Guaranteed on UK and Irish horse racing, ante-post specials and occasional racing-focused promotions. The promotional infrastructure is leaner than the larger operators on this list, but the BOG alone makes it worth a look for racing punters who want an independent bookie.

18. WatchMySpin: Weekend sports cashback from a fourth ProgressPlay brand

18

Watch My Spin

Sign up for a £35 free bet

• 10% weekend cashback on net losses, up to £500
• 30+ sports with 1,300+ pre-match events a day

Get started with WatchMySpin

• Licensed in: GB

Terms and conditions: New Players Only. Free bet – one-time stake of £35, min odds 1.5, stake not returned. 1X wager the winnings. Wager from real balance first. Wager calculated on bonus bets only. Max conversion: £200. Free bets and Bonuses are valid for 7 days. Limited to 1 sport & 5 casino brands within the network. Withdrawal requests void all active/pending bonuses. Excluded Skrill and Neteller deposits. Full Terms Apply.

WatchMySpin rounds out the list, and the terms will look familiar fast: the sportsbook runs on ProgressPlay (UKGC licence 39335), the same platform behind JeffBet, MogoBet and Betsuna. The welcome offer is a £35 free bet after a £10 qualifying bet at minimum odds of 1.5. Winnings must be wagered once before they can be converted to cash and conversions are capped at £200.

That ProgressPlay link matters if you’re collecting offers: this is the fourth ProgressPlay brand on the page, so the network rule applies here too. You can claim the sports welcome bonus only once across the whole family, so WatchMySpin’s offer can’t be stacked on top if you’ve already taken the offer at JeffBet, MogoBet or Betsuna.

The product is broader than you’d expect from a small brand. The platform offers 30+ sports with 1,300+ pre-match events a day, a bet builder, cash out and in-play markets with live stats. There’s also solid horse racing coverage across UK, Irish and international meetings. As with Betsuna, there’s no downloadable app, just a mobile-responsive site, which is a recurring theme among the ProgressPlay brands.

Existing customer offers: Weekend Sports Cashback returns 10% of your net weekend losses as a free bet, up to £500. It’s the same refund-style value MogoBet and Betsuna lean on, and a genuine reason to keep the account active once the welcome offer is gone.

What counts as a new betting site?

For this guide, “new” means launched or relaunched in the UK between 2019 and 2026, with a focus on betting sites entering the UK market since 2024. The sites reviewed above are all significantly newer to the UK than the household names. None of them predates 2019 in this market.

Strictly 2025–2026 UK launches worth watching, though not yet fully reviewed here, include: Quickbet (L&L Europe, 2025), Betmaze (Aspire Global, 2025), Betnero (2025), Casimba (Feb 2026), GrandIvy (Feb 2026), and Meta Betting (Mar 2026). All hold valid UKGC licences. We’ll add full reviews as testing is completed.

Which new bookmaker has the best Premier League odds?

Odds are one of the nine criteria in my review methodology. Rather than pricing up a single market, I recorded the 1X2 Match Result odds on 5 Premier League matchday 1 fixtures at all the new sites here, then added Betfair Sportsbook as a benchmark from the established end of the market. 

From those prices I worked out each bookmaker’s betting margin for every match. The margin is the bookmaker’s edge built into the odds. The lower the number, the closer the odds sit to the true chances of each result, and the better the value for you as a punter.

JeffBet, MogoBet, Betsuna and WatchMySpin all run on the same ProgressPlay platform and post identical prices across the board, so they share one row in the table below.

Betano and RightBet make up the sharpest end of the market. All 3 beat Betfair’s 8.43% average margin on Premier League match odds, with Betano the tightest of the entire group at 7.47%. For a set of newer sites still building a reputation, pricing football tighter than a bookmaker with more than 25 years behind it is a real point in their favour. Read our Betfair review for more on its odds and features.

BetAhoy comes closest to matching Betfair’s price sharpness among the newer independent sites, averaging 8.56% across the same five fixtures, just 0.13 points behind the exchange’s benchmark. RightBet isn’t far behind Betano, both sitting under 8% and only a fraction apart from each other across the 5 matches. Between them, these 3 betting sites give you the best value if odds are your main reason for picking a new bookmaker. They are followed by BetAhoy, then LuckyMate at a decent margin slightly lower than 9%.

JeffBet, MogoBet, Betsuna and WatchMySpin sit a step behind at 9.04%, still tighter than the five sites at the bottom of the table but a clear notch wider than the leading trio. Highbet posts exactly the same figures match for match, right down to the decimal, despite not running on the same platform as the ProgressPlay group as far as I can tell. 

The rest of the field trails well behind. BetTOM, Ken Howells and 36Vegas all average 10.46%, with near-identical margins on every single match, while Bet Vickers and Swifty Sports average 10.48% with a similar pattern of matching numbers. The gap between the best (Betano at 7.47%) and the worst here amounts to roughly 3 percentage points, which adds up over a season of weekly bets.

Bottom line: if odds are what matter most to you, Betano and RightBet are the new sites to open an account with, since all 3 price Premier League matches tighter than Betfair’s benchmark. BetAhoy is the next best option at 8.56%, a good choice for punters who want sharper pricing alongside its market depth. JeffBet and its ProgressPlay stablemates, along with Highbet, are a reasonable middle ground. BetTOM, Ken Howells, 36Vegas, Bet Vickers and Swifty Sports consistently offer the weakest value on match odds of the top sites I tested, so they’re worth choosing for other reasons, such as promotions or markets, rather than price. One caveat: these prices are a snapshot from my testing and they move constantly, so always check the live odds before you bet.

Specific recommendations: Which new UK bookmaker is best for your preferences?

No betting site is perfect. Here’s where each one makes most sense, depending on what you actually bet on and what features are most important to you.

Here’s a more detailed breakdown of which new bookmaker reigns supreme in each category.

Football betting

Betano is the clearest pick among newer football betting sites UK punters currently have access to. The welcome offer is open to any sport, and the odds boosts target Premier League and Champions League bettors specifically.

MogoBet covers a broader range of football markets, including lower leagues, and the monthly cashback applies to football losses too. Bally Bet offers 2UP early payout on top-flight football leagues and horse racing extra places, alongside a bevvy of odds boosts and free bet offers.

Punters who build big multi-leg Bet Builders should also give LuckyMate a look: it allows up to 25 selections per builder, and the 1 Up and 2 Up Early Payout options give more ways to get paid before full time than most rivals on this page.

Horse racing & greyhounds

BetTOM. Previous versions of this guide flagged the absence of any strong racing option among new UK bookmakers. BetTOM fills that gap: BOG on all UK and Irish horse and greyhound racing, live streaming of both through the app and a response rate on Trustpilot that suggests the operation works.

For new horse racing betting sites UK punters would actually use as their primary racing book, BetTOM is the answer here. Bally Bet offers racing boosts, plus Extra Places on selected races, which are worth noting as supplementary tools for existing racing bettors.

Ken Howells also deserves a mention here with BOG on UK and Irish racing and strong ante-post pricing. However, the lack of horse racing live streaming is why BetTOM remains the primary pick for racing punters who want both BOG and in-app race streams.

Esports

Highbet, and it’s not close. CS2, League of Legends, live betting on streamed tournaments, cash-out on esports markets. None of the other recently launched betting sites comes near it. If esports is your primary interest, Highbet’s mixed general service record matters less.

Odds & Pricing

Betano. At an average margin of 7.47% across the five Premier League fixtures I priced, it was the sharpest book in the group and the only one to beat Betfair’s 8.43% benchmark by a full percentage point. RightBet (7.98%) is the next best. MogoBet and the other ProgressPlay sites sit mid-table at 9.04%, while BetTOM, Ken Howells, 36Vegas, Bet Vickers and Swifty Sports all price above 10.4%.

Quick withdrawals

JeffBet. My test withdrawal landed in 16 hours, the quickest of the 3 sites where I timed a payout. MogoBet took 22 hours and LuckyMate just under 24. Swifty Sports, Bet Vickers and Ken Howells quote 1 to 5 working days. At JeffBet, Skrill, Neteller and instant bank payments clear in around 1 business day. Debit card and PayPal withdrawals take 3 to 7 business days after a 1-day processing step, and Mastercard isn’t available for withdrawals at all.

Payment methods and betting apps

Which new sports betting sites accept your preferred payment method? The table below shows confirmed options from each site’s cashier or FAQ page. E-wallet exclusions from welcome bonus qualifying bets are common across the industry, so check the T&Cs before depositing.

Note: Credit cards have been banned at all UKGC-licensed betting sites since April 2020 and are not listed. WatchMySpin is not yet listed in the table above; its cashier options are pending confirmation.

Skrill and Neteller: Accepted at the four ProgressPlay sites (JeffBet, MogoBet, WatchMySpin and Betsuna) and at Highbet for deposits and withdrawals, but excluded from welcome bonus qualifying bets. Check before using them to fund your sign-up.

PayPal: JeffBet, MogoBet, Betsuna and RightBet are the confirmed PayPal sites in the table above.

Swifty Sports, Bet Vickers and Ken Howells: No e-wallets, no Apple Pay, no PayPal. Swifty Sports and Bet Vickers add Open Banking and bank transfer to debit cards; Ken Howells adds instant bank transfer. 36Vegas is the only site reviewed here that takes debit cards and nothing else. Withdrawals at Swifty Sports, Bet Vickers and Ken Howells take one to five working days.

Withdrawal fees: JeffBet is the only site reviewed here that charges to cash out, a 1% fee capped at £3 per withdrawal. Every other site processes withdrawals free.

Sites to avoid: Red flags & warning signs to look out for

• No UK licence visible. If you can’t easily find their UKGC licence number, run. Legitimate UK betting sites prominently display this because they’re proud of it.
• Ridiculous bonus terms. Bonuses requiring high wagering requirements or very restrictive maximum bet limits are designed to be difficult to clear. They want your deposit, not to pay out bonuses.
• Rubbish customer service. If you can’t get through to anyone before signing up, you’ll never reach them when you have a real problem.
• Weird payment options only. Proper sites support the usual UK payment methods. If they only accept dodgy payment providers you’ve never heard of, there’s probably a reason.

For example, Gentleman Jim and Betzone are both newer UK betting sites that have since ceased operations in the UK. We also wouldn’t recommend Polymarket, which holds no UKGC licence and blocks UK users. Another is BC.Game, which isn’t UKGC-licensed and takes crypto payments that UK-licensed sites aren’t allowed to accept.

Why do so many new betting sites have low Trustpilot scores & app ratings?

Several of the bookmakers reviewed here have disappointing Trustpilot ratings, with many scoring below 3.0/5. However, review volumes vary considerably between operators, so these scores should be considered alongside our own testing rather than treated as definitive measures of quality.

The same patterns that drive negative reviews for long-established bookmakers like bet365 apply to everyone in this industry, but new bookmakers face each one with less infrastructure, smaller teams and no reservoir of goodwill built up over years of satisfied customers. Here are a few common reasons as to why:

• Venting over losing bets (you’ll see this across all betting sites)
• Account verification delays (KYC verifications take time, and they’re an important safeguard against money laundering)
• Confusion over welcome offer claims (some new betting sites come with asterisks in the T&C, so be sure to read it carefully)
• Live-streaming delays (the smaller the bookie, the fewer servers they have, and the more likely they are to get overloaded during big matches)
• Account restrictions (as newer bookies have less funds, they’ll likely limit the amount you can win, often flagging accounts that win too much, too frequently)
• Less betting experience (newer bookies have less experience in creating platforms and will need to work out the kinks over time)
• Small user-review pool (fewer reviews than established bookmakers make the sample size skewed)

Building trust takes time, but a UKGC licence means the bookmaker will generally be safe to use.

Responsible gambling – a reminder and tools all legal bookies must provide

Gambling should be entertainment. When it stops feeling that way, tools and resources are available and every UKGC-licensed site is legally required to provide them.

Tools every licensed site must provide

GamStop vs Non-GamStop sites

GamStop is the free national self-exclusion register at gamstop.co.uk. Once you register, every UKGC-licensed bookmaker, casino and bingo site blocks you for 6 months, 1 year or 5 years. The block doesn’t lift by itself, so you must contact GamStop to remove it. Every site on this page is UKGC-licensed and GamStop-registered. Offshore operators sit outside that protection, and the table shows what you give up.

IBAS dispute resolution and support organisations

The Independent Betting Adjudication Service (IBAS) settles unresolved disputes with UKGC-licensed sites, from bonus disagreements to withheld withdrawals. It’s free and binding on licensed operators. New bookmakers have little complaint-handling history, so check each one appears in the IBAS operators directory before you deposit.

For free and confidential support:

• GamCare National Gambling Helpline: 0808 8020 133, open 24/7
• GambleAware: gambleaware.org, with self-assessment tools and treatment referrals
• GamStop: gamstop.co.uk, for UK-wide self-exclusion
• Gamblers Anonymous: gamblersanonymous.org.uk, with peer support meetings across the UK

New betting sites: FAQ