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

The best new betting sites in the UK in 2026 include JeffBet, MogoBet, BetTOM, Betano and Monopoly Sports. In total, I tested 11 new legal betting sites that launched in the UK in 2025-2026. 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.

Now that the 2026 World Cup is off and running, these are the perfect sites for bettors looking for new bookmakers and sign up offers for world’s biggest sporting event.

JeffBet

4.5 rating

Sign up for £30 free bets

Get started with JeffBet

Terms & 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.

Terms and conditions apply

MogoBet

4.5 rating

Sign up for £30 free bets

Get started with MogoBet

Terms & 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.

Terms and conditions apply

Highbet

4.5 rating

Sign up for £30 free bets

Get started with Highbet

Terms & Conditions

Available to verified customers residing in the UK. Opt-in is required. Place your first bet of £10 at minimum odds of 1/1 on any sports market within 7 days of registering. Get £30 in Free Bets (1x £10 Horse Racing Free Bet + 1x £10 Football Acca Free Bet + £10 Basketball Acca Free Bet) T&Cs apply. 18+ Please gamble responsibly.

Terms and conditions apply

Betano

4.5 rating

Sign up for £40 free bets

Get started with Betano

Terms & Conditions

18+ New customers only. Opt in, deposit & bet £10 via mobile web on any football (odds 1/1+) within 7 days of registration. Get 4x£10 in Free Bets for set football markets, which expire in 7 days. Scroll down for T&Cs | GambleAware.org | Please gamble responsibly

Terms and conditions apply

BetTOM

4.5 rating

Up to £25 free bet

Get started with BetTOM

Terms & 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.

Terms and conditions apply

Swifty Sports

4.5 rating

Sign up for free bets

Get started with Swifty Sports

Terms & Conditions

New Players Only.

Terms and conditions apply

Betsuna

4.5 rating

Sign up for £50 free bets

Get started with Betsuna

Terms & 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.

Terms and conditions apply

Bet Vickers

4.5 rating

Sign up for £30 free bets

Get started with Bet Vickers

Terms & Conditions

New Players Only. Min £20 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. 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

Terms and conditions apply

Monopoly Sports

4.5 rating

Sign up for £20 free bets

Get started with Monopoly Sports

Terms & Conditions

New members only, must opt in. Not valid with any other Welcome Offer. Min £10 deposit & £10 bet placed and settled in 30 days from deposit at min 1/2 odds (settled), excl. odds & profit boost, second chance & free bets. £20 (2 x £10): non-withdrawable bet tokens issued on settlement, valid 30 days, stake not returned. Play Responsibly. GambleAware.org. 18+

 

Terms and conditions apply

36Vegas

4 rating

Up to £136 acca insurance

Get started with 36Vegas

Terms & 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.

Terms and conditions apply

Ken Howells

4 rating

50% of first-day losses refunded up to £25

Get started with Ken Howells

Terms & Conditions

18+. New customers only.  Offer valid for Sports bets. Min 3 bets £10+ on separate events at (2.0) or Bigger – Maximum Uplift £250. T&C’s Apply. The code CASHBACK must be applied in the ‘My Bonuses’ page.

Terms and conditions apply

Review methodology: How we chose, tested and scored these new betting sites

Every site on this page was tested with real money between March and May 2026. We opened accounts, deposited via Visa, timed withdrawals on fully verified accounts, and contacted support with genuine queries. Here’s what each criteria means in practice and what a strong result looks like.

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.

*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 and MogoBet run on the same platform, ProgressPlay (UKGC licence 39335), while Highbet runs on a different one, Aspire Global. One company operating several betting brands is normal, but here it comes with a catch.

Check the small print on the MogoBet and Bet Vickers 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.

So if you’re signing up for more than one new site to collect offers, first check that they aren’t run by the same company. ProgressPlay alone is behind well over 100 brands listed on its UKGC register, so it’s easy to think you’re claiming two bonuses and end up with only one. Read the fine print.

Why we included bookies that are older than two years: JeffBet (2022), MogoBet (2022), Swifty Sports (2023), Highbet (2021), and Bet Vickers (2019) all launched in the UK before 2025, but we included them because they aren’t established household names with 15 – 25 years of UK history like Paddy Power or Bet365.

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

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.

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 our 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.

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

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 our 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, consistent with the site’s better reviews. On the other hand, MogoBet’s Trustpilot profile is unclaimed, sits at 1.5/5 across 45 reviews, and the Android app rates 1.4/5 across 9 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 2 minutes
• Deposits process instantly via Visa
• First withdrawal took 22 hours (excellent)
• Customer service scored 8.7/10 (helpful, not scripted)
• Monthly cashback on losses (-0.5 stars for confusing navigation)

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.

3. Highbet: Esports betting and weekend cashback from the Aspire Global brand

Highbet is operated by AG Communications under Aspire Global’s licence (Account 39483). The brand experiences are very different, yet the infrastructure is the same.

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 (but -1 star for mixed overall reviews)

Welcome offer: £30 in free bets split across horse racing, football accumulators, and basketball/tennis markets. Live chat is 24/7 but automated first; UK-based phone agents are available during working hours.

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.

4. Betano: New to the UK with a £40 football-focused welcome offer

Betano is operated in the UK by BV Gaming Limited, the UK entity of Kaizen Gaming, 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 is football-specific: bet £10 on football at odds 1/1+ within three days, receive three separate £10 free bets for selected football markets. All 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.

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

BetTOM is the only independently-owned bookmaker reviewed on this page with a genuine horse racing and greyhound product. 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.

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 3.2/5 on the App Store (15 ratings). It’s a working product, not a polished one, but it carries the live streaming and bet builder features without crashing. 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 575 reviews. The betting site replies to 93% of negative feedback, typically within a week. That response rate is the highest of any bookie reviewed on this page, by some distance.

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.

6. Swifty Sports: Limited 24-hour free bet & no e-wallets (debit card only)

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.

The welcome offer headline is “bet £10, get £20 free bet if your first bet loses.” Both the qualifying bet and the free bet must lose, and the free bet expires in just 24 hours. Those two conditions together make this one of the least usable welcome offers in practice on this page, regardless of the £20 figure.

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.

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

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 and MogoBet. That makes three 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 three ProgressPlay sites in this article (the others sit at £30), and 1x wagering on winnings is genuinely friendlier than most.

Whe 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 20 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 three sites in this review. It’s a stronger existing-customer slate than most new launches manage.

8. Bet Vickers: A 1/5 star-rated app, only 11 sports & debit-card payments only

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 £20 in free bets.

The most useful part of Bet Vickers is its horse racing product. 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 11 disciplines: football, horse racing, golf, American football, Australian rules, baseball, basketball, boxing, cricket, darts and Formula 1. 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 1-5 working days, which is the slowest turnaround of any betting site reviewed here.

The iOS app holds a 1.0/5 rating from a single review, 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.

9. Monopoly Sports: Gamesys and Bally’s infrastructure behind a new sportsbook

Monopoly Casino is an established brand under Gamesys Operations Limited, the Gibraltar-based group that also operates Virgin Games, Jackpotjoy, Bally Casino and Double Bubble Bingo under the same UKGC account (38905), with Bally’s Corporation as the parent group. The bookmaker has been running casino products in the UK for years and only added the sports betting vertical more recently, with Monopoly Sports going live in late 2025.

The welcome offer is Bet £10, Get £20 in free bets (2x £10 tokens, issued on settlement of qualifying bet at min odds 1/2, valid for 30 days, stake not returned). Tokens are non-withdrawable and exclude odds boosts, second chance bets and free bets. In straightforward terms, nothing unusual.

The app infrastructure is the strongest on this page by some distance. The iOS app scores 4.7/5 from 15,000 ratings and the Android app 4.6/5 from over 9,000 reviews, with 100k+ downloads on Google Play. These are the ratings of a mature, well-maintained product. They primarily reflect casino users, since the sports section is newer, but the underlying build quality is evident.

Sports promotions live at the time of testing included a 25% Profit Boost on Premier League Bet Builders, a 25% Profit Boost on football accumulators, a 20% Profit Boost on any UK and Irish horse race, 2UP Early Payout on football and Extra Places on selected races. That’s a more comprehensive existing-customer set than most new sportsbooks offer this early.

The low Trustpilot ratings need more context. Monopoly Casino has a 1.5/5 rating across 675 reviews and has not responded to a single negative review. Those 675 reviews are overwhelmingly from casino customers, accumulated over the years. The claimed-but-silent profile is still a concern: if Gamesys is aware of it, they’re choosing not to engage with feedback publicly.

Payment methods confirmed from the footer are Visa, Mastercard, Apple Pay and Google Pay.

Existing customer offers: The promotions carousel on the sports product is active and varied: weekly Profit Boosts on Premier League, football accas and horse racing; 2UP Early Payout on football; Extra Places on racing. For a sportsbook still in its first year, this is a well-stocked existing-customer programme, built on the same promotional infrastructure as the casino.

10. 36Vegas: Independent new sportsbook with BOG on UK racing

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 all five legs win, 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, the broadest range in this review, 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 2.6/5 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.

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

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).

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. Sports betting margins sat at 5-7% from my sample testing of three World Cup matchdays, which is solid for a new betting site.

However, there’s 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.

What counts as a new betting site?

For this guide, “new” means launched or relaunched in the UK between 2021 and 2026, with a focus on betting sites entering the UK market since 2024. The sites reviewed below are all significantly newer to the UK than the household names. None of them predate 2021 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), Bet St George (Mar 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 World Cup odds?

Odds are one of our five core criteria, so we priced up the same market, World Cup 2026 top goalscorer, at every site that listed it, and added Betfair Sportsbook as a benchmark from the established end of the market. The table below shows the eight tournament favourites in decimal odds, where a higher number means a bigger payout on a winning bet.

JeffBet, MogoBet and Betsuna run on the same ProgressPlay platform and post identical prices, so they share a column. BetTOM, Betano, Monopoly and Betfair display their odds as fractions on site; we’ve converted them to decimal here so everything lines up.

The headline is the Betfair column. The three ProgressPlay sites (JeffBet, MogoBet and Betsuna) match Betfair’s Sportsbook prices exactly on all eight favourites, from Mbappé at 7.00 to Dembélé at 21.00. For a set of new sites still building their reputations, pricing this market line-for-line with a book that has been around for more than 25 years is a genuine point in their favour: on the top-scorer favourites at least, you give nothing away by betting with them rather than an established name. Read our Betfair review for more on its odds and features.

Betano is the odd one out. It posts the shortest prices on the very top names (Mbappé and Kane at 6.00, Haaland at 11.00, all below Betfair) but the most generous on a couple of longer shots, with Yamal at 17.00 and Ronaldo at 26.00 beating Betfair and the rest of the field. Betano rewards backing an outsider, not a favourite.

BetTOM is the least competitive of the lot. It never matches the Betfair benchmark on a single player and posts the bottom price on Messi (12.00), Ronaldo (19.00) and Dembélé (19.00). Monopoly sits in between, matching Betfair and the ProgressPlay trio on six of the eight and coming up only marginally short on Mbappé (6.50) and Oyarzabal (15.00).

The overall read: for the tournament favourites, JeffBet, MogoBet and Betsuna are as competitive as Betfair, with Monopoly close behind; Betano is worth a look only if you fancy a longer-priced scorer; and BetTOM trails the established benchmark across the board. One caveat: these prices are a snapshot from our 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 built exclusively around football 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. Monopoly Casino & Sports also offers weekly Bet Builder Profit Boosts on Premier League fixtures, making it a secondary option for football once the sportsbook builds more of a track record.

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. Monopoly Casino & Sports offers a 20% Profit Boost on UK and Irish races, 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 tournaments streamed on Twitch, 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

MogoBet. Strong welcome offer, monthly cashback and niche market coverage (Gaelic football, futsal, lower leagues). The unclaimed Trustpilot profile and low app rating are worth monitoring, but personal testing was positive.

Quick withdrawals

JeffBet. The 1% withdrawal fee stings, but the 16-hour turnaround is genuinely fast.

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.

Skrill and Neteller: Accepted at the three ProgressPlay sites (JeffBet, MogoBet 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: the three ProgressPlay sites, JeffBet, MogoBet and Betsuna are the confirmed PayPal sites on this page.

Swifty Sports, Bet Vickers and Ken Howells: All confirmed debit cards only, with Open Banking and bank transfer only on their respective FAQ pages. No e-wallets, no Apple Pay, no PayPal. Withdrawals 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, Vbet, Gentleman Jim, and Betzone are all newer UK betting sites that have since ceased operations in the UK. We also wouldn’t recommend Polymarket, as it doesn’t comply with local regulatory standards. Another is BC.Game, which takes crypto payments (not legal in the UK).

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

All eleven of the betting sites reviewed on this page hold a valid UKGC licence. Of the six with a numeric Trustpilot score, five sit below 3.0. That gap is worth understanding before using review scores as a simple pass/fail filter.

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 illegal money laundering operations)
• 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 (less 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

These are not optional extras. Under UKGC regulations, every licensed bookmaker must offer:

• Deposit limits: Set daily, weekly, or monthly caps on how much you can deposit. Changes that lower your limit take effect immediately. Increases require a 24-hour cooling-off period under most bookmakers.
• Loss limits: Similar to deposit limits, but capped on net losses rather than deposits. Useful for controlling downside without restricting activity entirely.
• Session time limits and reality checks: Automated reminders at intervals you set, typically every 30, 60, or 90 minutes. Some bookmakers also show a running total of time and money spent in-session.
• Self-exclusion: Available at individual site level (minimum 6 months) and nationally via GamStop (see below). Self-exclusion is permanent for the chosen period and cannot be reversed early. Take it seriously before using it. It’s the right tool for the right situation.
• Account closure: Separate from self-exclusion. You can close an account at any time; re-opening it is easier than reversing a self-exclusion, so understand which option you need.

GamStop: UK-wide self-exclusion

GamStop is the national self-exclusion register. When you sign up, you’re excluded from all UKGC-licensed gambling sites simultaneously. Bookmakers, casinos, bingo sites for a minimum of six months, with options extending to five years or permanently.

Every site reviewed on this page is GamStop-registered.

Registration at gamstop.co.uk is free and takes around 5 minutes.

What about gambling sites not on GamStop?

Searching for new betting sites not on GamStop returns offshore books outside the UKGC framework, deliberately beyond GamStop’s reach. The appeal is usually access for self-excluded players, or payment methods that UK-licensed sites don’t allow (crypto, credit cards). Neither is a sound reason to use them.

Offshore betting sites are not required to hold customer funds in segregated accounts. IBAS dispute resolution is not available. A GamStop self-exclusion is a commitment worth keeping.

All bookmakers reviewed on this page are UKGC-licensed and GamStop-registered. None of them are new betting sites not on GamStop, and that’s a feature of this guide, not a limitation.

UKGC-licensed vs non-GamStop sites

Some sites operate outside the UKGC framework and fall outside GamStop’s reach. Here’s why that matters:

The appeal of non-GamStop sites usually lies in either a wider range of payment methods or access for people who’ve self-excluded. Neither is a good reason to use them.

Dispute resolution: IBAS

The Independent Betting Adjudication Service (IBAS) mediates unresolved disputes between UK bettors and UKGC-licensed sites: bonus disputes, withheld withdrawals and account closures. It’s free to use and binding on licensed books.

This matters more for newer sites than for household names. Without years of track record to lean on, a new bookmaker’s complaint handling is largely unproven, so it’s worth checking two things before you deposit: that the site is transparent about how it handles disputes (a clear complaints policy with stated timescales and a named ADR provider) and that it actually appears in the IBAS operators directory. If a site isn’t listed there, you have far less recourse if something goes south. Every site reviewed on this page should be checkable against that directory.

Support organisations

All free, all confidential.

• GamCare – National Gambling Helpline 0808 8020 133 | gamcare.org.uk | Available 24/7
• BeGambleAware begambleaware.org | Online resources, self-assessment tools, treatment referrals
• GamStop gamstop.co.uk | UK-wide self-exclusion from all licensed online gambling
• Gamblers Anonymous gamblersanonymous.org.uk | Peer support meetings across the UK

New betting sites: FAQ