We love to keep an eye out for new betting sites in the UK scene. We make it a point to review any bookmaker starting out by testing their sportsbook and sizing it up against other new bookies. In some cases, we even come across a site that impresses us so much we can say it's competing with the best online bookies. Check them out for yourself below!

United Kingdom icon
United Kingdom
  • Phone and text betting available
  • Excellent horse racing streaming
  • In operation for over 100 years
18+ New members only. Qualifying bet Evs (2.0) or greater. £10 to be used on Football, £10 on Greyhounds & £5 on Virtual Sports plus 10 Free Spins. Min deposit £10. Full T&Cs apply. Bet Responsibly. BeGambleAware.org #ad
  • Supports many payment methods
  • Accepts many currencies
  • Excellent selection of games
18+ New Costumers Only. Terms and Conditions Apply. Min. Deposit £10 and Min. Bet £10 on odds at least or greater than 1/1. Deposits via PayPal, Neteller, Paysafe, Skrill or Skrill 1-Tap will not be eligible for any bonus bet offer. Bonus Bet and bonus spins awarded within 24 hours of qualifying bet settlement. Offer valid for 14 Days. Full T&Cs apply. Bet Responsibly. BeGambleAware.org #ad
  • 100% matched deposit bonus
  • Convenient payment methods
  • Secured with SSL encryption for safety
18+ New Costumers Only. Terms and Conditions Apply. Min. Deposit £10 and Min. Bet £10 on odds at least or greater than 1/1. Deposits via PayPal, Neteller, Paysafe, Skrill or Skrill 1-Tap will not be eligible for any bonus bet offer. Bonus Bet and bonus spins awarded within 24 hours of qualifying bet settlement. Offer valid for 14 Days. Full T&Cs apply. Bet Responsibly. BeGambleAware.org #ad
  • Safe and reliable payments methods
  • Intuitive design
  • Generous in-play cash outs
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Established in 2021
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Established in 2021
18+ New customers only. Customers must residents of the UK/IE. Sign Up using the promo code b25g10fb and make a minimum deposit of £25. Place a minimum £25 bet on any selection with minimum odds of evens (2.0) and receive a £10 free bet upon bet settlement. Full T&Cs apply. Bet Responsibly. GambleAware.org #ad

We find that new betting sites tend to offer a more innovative product, whereas established bookies have a more traditional product on offer. Both options are great, but we're here to shed some light on the newer betting sites around and what fresh new offerings they have that you and other bettors in the UK can benefit from.

best new betting sites

We provide a brief introduction to each operator and discuss their pros and cons. By the end, you'll have a clearer understanding of which new sport betting site might be the best fit for you.


rhino.bet homepage screenshot
(Source: Rhino.bet)

Rhino.bet boasts some of the biggest Price Boost promotions out there with flexible max bet limits, giving you a real shot at some hefty wins from the bonus. The mobile app is responsive, clutter-free, and packed with features, including detailed EPL stats.

  • Excellent odds margins
  • Great for outrights
  • Comprehensive casino
  • Somewhat limited sports selection
  • No loyalty bonus
  • Lack of livestreaming


betgoodwin homepage desktop screenshot
(Source: BetGoodwin)

BetGoodwin is a new kid on the block with excellent horse racing markets and odds. It's wide selection of bonuses and versatility makes it an all-rounder.

  • Outstanding horse racing coverage
  • Free bets for horse racing
  • Comprehensive coverage of other leading sports
  • Limited payment methods
  • Lack of depth for bonuses beyond horse racing
  • Aesthetics are poor on betting site

talkSport Bet

talksport bet homepage desktop screenshot
(Source: talkSPORT BET)

talkSport Bet is a well-known betting operator that offers a wide range of sports betting options. They have a user-friendly interface and provide live streaming of various sporting events. 

  • Competitive odds-on popular sports events
  • Extensive coverage of sports markets  
  • Convenient live streaming feature 
  • Limited availability of casino games 
  • Relatively fewer promotional offers compared to some competitors 
  • Customer support response time can be slow at peak hours 


highbet homepage desktop screenshot
(Source: HighBet)

HighBet is a well-established betting operator that caters to both sports betting and casino gaming enthusiasts. They offer a comprehensive range of betting options and have a strong reputation in the industry. 

  • Extensive selection of sports markets 
  • Exciting casino games and live dealer options 
  • High-quality mobile betting platform 
  • The website can sometimes be slow during peak hours 
  • Certain countries may have restricted access 
  • The loyalty program could be more rewarding 


mrmega homepage desktop screenshot
(Source: Mr.Mega)

Mr.Mega is a popular betting operator that primarily focuses on casino gaming. They offer a wide range of slot games, table games, and live casino options for players to enjoy. 

  • Vast collection of slot games from top providers 
  • Exciting live casino experience 
  • Generous welcome bonuses and promotions 
  • Limited sports betting options 
  • The website design could be more modern 
  • Customer support may have limited availability on weekends 


bettarget homepage desktop screenshot
(Source: BetTarget)

BetTarget is a reputable betting operator known for its diverse sports betting markets and competitive odds. They aim to provide a user-friendly betting experience for both beginners and experienced bettors. 

  • Wide range of sports betting markets 
  • Attractive odds-on popular events 
  • Easy-to-navigate website interface 
  • The customer support response time can vary 
  • Limited coverage of niche sports 
  • The website could benefit from additional features for in-play betting 


betzone homepage desktop screenshot
(Source: Betzone)

Betzone is a betting operator that offers a comprehensive platform for both sports betting and online casino gaming. They strive to provide a seamless betting experience with a focus on user satisfaction. 

  • Extensive selection of sports and casino games 
  • User-friendly interface with intuitive navigation 
  • Regularly updated promotions and bonuses 
  • The website design could be more visually appealing 
  • Withdrawal processing times may vary 
  • The customer support team may not be available 24/7 


betstorm homepage desktop screenshot
(Source: BetStorm)

Betstorm is a well-established betting operator that offers a wide range of sports betting options. They are known for their competitive odds and comprehensive coverage of various sports markets.

  • Competitive odds-on popular sports events 
  • User-friendly interface for easy navigation 
  • Accessible via mobile devices for on-the-go betting 
  • The withdrawal process can sometimes be lengthy 
  • Limited coverage of certain niche sports 
  • Customer support response time may vary during busy periods 

If you are looking for new UK betting sites, then we think there's a good chance that it is because you haven't been able to find something that's the right fit for you in the past. If that sounds about right, then looking at newer options may get you closer to that perfect match.

You may think that many of the elements listed here are pretty standard, however, we're going to be discussing how a newer betting site can affect these vital parts of any bookmaker and how that can provide important alternatives. As is often the case, there's more depth here than might initially appear.

New Promotions

When new betting sites UK look to distinguish themselves, one of the most important ways to do this is through bookies promotions. After all, it is often the first thing that people check when looking at the latest bookmakers.

On top of that it's somewhere a new online bookmaker can get creative and show off their personality. While many older bookmakers do have excellent new bet offers, it is our experience that newer betting sites in the UK more often have more creative promotional options.

The reason for this is simple, newer betting companies don't have the reputation or existing user base as the household names do. That means that they are more likely to view their promotional pages as a place to show off how unique they are. And because promotions are often aimed at attracting new customers, they take more of a priority because they require new users to stay afloat. Essentially, it is a place to prove to you what they can offer that is different from the established options. 

Often, this means that new bookies offers can't compete in terms of sheer cash giveaways and instead focus on providing value and innovation.

Site Design

This is probably the most immediately obvious difference between newer and older sites. As we've mentioned before new  sports betting sites want to stand out. This can often be seen through their design. Generally speaking, huge names don't want to mess around with their looks too much because they have an established brand and identity. Newer betting companies are much freer in what they can do from an aesthetic point of view.

There's also the technical side of site design to consider. While some of the new betting sites have a reputation for being less reliable, many are a step ahead of their established counterparts thanks to using the latest technology, providing a smoother and often more interesting experience.

As always, it all depends on the individual operator. And it is possible that an older site could also innovate in this regard. However, there's no doubting the clear trend of it being new betting sites and beyond who tend to push forward with new technology.

This can also provide more variety, with the emergence of Virtual Sports and esports being a couple of examples.

On top of that, all of this can come together to mean a more satisfying mobile experience and betting experience in general.


Older sites with a good reputation do have something that will take a newer site a long time to acquire. Reputations don't develop overnight. It is also true that some new UK bookmakers are unreliable.

However, that doesn't mean newer sports betting sites are necessarily less reliable. In fact, the opposite can be true. Always remember that this is a very tough market to succeed in, especially for a newer site. New UK bookmakers in 2019 had a hard time standing out, and it’s only gotten harder since.

This means that most new UK betting sites will be desperate to impress so they won't risk anything less than world-class service.

We've often found that the customer service at new sports betting sites has been better than some household names. As for the technical stuff, all of this can be easily researched meaning that in the UK market at least, there are simple ways of ensuring you're getting a reliable bookmaker.

In other words, what we recommend, when it comes to reliability, is to view each according to its individual merit. You may not be able to approach a new betting sites with the initial confidence of a bookmaker that has been on the high street for several decades, but this does not confirm, nor does it mean that it is likely, that the new operator will not be trustworthy. Furthermore, through checks on things like licenses, privacy policy, responsible gaming policy and encryption, all of these things can be easily tested.

Licenses should be easily found, usually at the bottom of a homepage or through the terms and conditions, as can details on encryption for most bookmakers. Privacy policies are generally given their own page and a UK gambling license should ensure quality in that regard.

In terms of reliability when it comes to responsible gaming, things to look out for include deposit limits, advice and links to the likes of GambleAware to show that the site takes those responsibilities seriously.

Game Variety

One of the ways in which one of the latest betting sites can truly jump ahead of the competition, or at least carve a niche, is by providing games that aren't commonly available elsewhere. Or, by providing more options for certain sports.

Take esports, for instance, many of the best representations for this type of betting is with newer options. Of course, this does not mean that esports cannot be found elsewhere. However, in terms of where you will find the most innovative markets or the most niche options? It's the newer sites that are leading the way for the most part. You can even find some betting sites now whose key focus is esports.

Different gaming options is one of the clearest routes for a new sports betting site to distinguish itself, hence why there are so many innovative options, which is perfect if you're looking for something not covered enough by older sites.

Payment Options

More traditional bookmakers stick to the more mainstream payment options. The reason they are used is that they are popular.

However, people do have needs for different payment options and one of the great things about the modern betting world is that you should find what you're looking for.

And generally, you will find alternate payment options more often in new UK bookmakers and new online betting sites.

The reason for this is that new sites are looking for any way in which they stand out. However, new online betting sites tend to have a less traditional demographic. Many people who go with high street names do so because they are familiar and although playing online that is still something they find attractive. This tends to extend to their preferred methods of payment too. While those who are attracted to new innovative sites, tend to be attracted to new innovative payment methods as well.

Mobile Sports Betting

There's perhaps nothing which showcases just how far modern bookmakers have come than the fact that you can now place bets directly from your mobile.

Not only that but you can choose from a huge selection of markets from sports across the world and throughout many different disciplines. The technological advancements changed so you can find many new mobile betting sites.

Live Streaming

(Source: talkSPORT BET)

This has been going for a while now however the quality and variety of live streaming is something that is continuously being improved upon.

We can only see this becoming more and more common and it's especially impressive when combined with our last selection.

And it's not all doom and gloom for those bookmakers who can't manage it. Many sites that are unable to live stream provide graphics and even commentary to provide a live experience.


We've mentioned alternate payment types as part of the things we look for in new gambling sites UK and cryptocurrencies are usually the first thing people think about when imagining new ways to pay. There's no doubting that Bitcoin betting and the rest have revolutionised how we pay for things online.

It allows people to bet privately and securely, which is vitally important for so many people. And things are innovating even further with some new betting sites trying to build sportsbooks on the blockchain. A perfect example of how the newest online bookmakers can be where you need to be when looking for innovation.

Cash-out at new betting sites

If you're looking for an example of something that initially appears small but has had a huge impact, look no further than the Cash-out feature.

This allows users to settle their bet before it has finished at reduced odds meaning that their wager is no longer set until the result is finalised but is a fluid proposition that changes as the game goes on.

It brings a whole new level of tactics to betting and in the online world. This becoming more and more common, alongside the widening of betting markets, the introduction of partial Cash-outs, live betting and live streaming, has created a once-unimaginable interactive experience.


Having exploded in popularity over the last decade, it was only a matter of time before bookmakers realised what they were missing out on.

Many older bookmakers have now come around to this modern type of sport, but there's little doubting that it's new sports betting sites UK that are taking things to the next level.

In fact, some futuristic bookmakers are even completed dedicated to esports betting, providing a platform that looks hard to match.

Bet Builders

(Source: betway)

Traditionally, one of the key ways in which the quality of a bookmaker can be assessed is by the number of betting markets available.

And while this is still very much the case, for many new bookmakers 2024 that number is only limited by your imagination, thanks to the revolutionary Bet Builder feature.

This allows you to tell the bookmaker exactly what you would like to bet on, crafting wagers that couldn’t be better suited to your needs, because they were made by the one person who knows exactly what that is better than anyone else, you.

As Bet Builders become more mainstream and even more flexible, we’re surely moving towards a market where the bettor dictates many more of the terms of the wager than was previously thought possible.

If you're wondering about the kinds of innovations new gambling sites UK can bring, we've selected a few examples that we hope represent just a touch of the creativity that's out there.

BookmakerWelcome Offer
🥇NeptuneBet £10 Get £10 + 10 Bonus Spins
🏆MagicRedBet £10 Get £10 + 10 Bonus Spins
📱RhinoBet £25+, Get a £10 Free Bet
BetGoodWin£100 Free Bet Refunds
talkSportbetUp to £40 In Free Football Bets
🏅DaznbetCasino: Get 100 Free Spins When You Stake £10
🎇HighBetBet £10 Get £15
👑Mr.MegaBet £15 Get £10
🏆BettargetBet £15 Get £10
BetzoneGet up to £10 In Free Bets on Horse Racing

The online betting world has never been as exciting as it is today and that is especially the case in the blossoming UK market.

There's plenty of reasons to be excited about the future, but most exciting of all are those things we can't possibly yet predict. In many cases, it's the newer betting sites that are creating these innovations, and if you are looking for something new, checking out alternatives to the older household names through the latest betting sites might be perfect for your betting needs.

If you are interested in betting in the UK, you can check out the following resources for more information.

  1. 1.

    UK Gambling Commission: Official UK gambling regulator

  2. 2.

    GambleAware: Charity committed to minimising gambling harm

  3. 3.

    GamCare: Charity offering support for problem gambling

Each site’s reliability is individual. There are some newer sites which are not trustworthy, of course. However, you can keep yourself safe by checking for things like licenses, look for UK Gambling Commission if you are unsure, and encryption. This is especially easy in a well-regulated market like the UK. Or, you can check out our recommended sites and reviews.

Well, this depends on what you are looking for but essentially because the new betting sites offer you something that is not available to you on through other bookmakers. Whatever that is, whether that’s a focus on a particular type of sport or even a more appealing look, is down to your personal preferences.

Of course you can! Plenty of people choose different sites for different things. You may like the sports options of one site but enjoy the virtual sports on another, just to give one example. Sign up to as many sites as suits you.

Generally speaking, it is very likely. Often people don’t realise just how good the promotions elsewhere can be because the only ones that are advertised to them are by established names. New bookmakers in 2024 can be every bit as generous as their elders, and can often be more creative when it comes to bonus ideas.

Once again, this is, of course, an individual thing. Every site has its positives and its negatives, even if some have more negatives than others. With that in mind, we do think it’s fair to say that older sites are often the ones with live streaming on major tournaments, and name recognition does still mean a lot to people. What we would say though is you can always sign up to more than one so all your needs are fulfilled.

WRITTEN BY Adam Abela View all posts by Adam Abela

Adam is avid sports writer (5 years and counting) who has been betting for as long as he's been legally able to. As an Arsenal fan, he knows a thing or two about the importance of patience (and heartbreak).

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