Updated: 9 April 2021

New Online Bookmakers

Updated: 9 April 2021

In order to activate this bonus on the personal TonyBet account, please, enter the bonus code TONY50 when a deposit is made and wager your deposit 10 times on betting markets with odds of at least 1.65 within 30 days. This offer is available to new players who made the first deposit. All players must be 18+ years old and of a required legal age to gamble. Odd/even, no action (bets made on both sides of the same bet), cancelled bets, replicated bets and bets that have had their odds equated to 1 are not included into the bonus wagering.


Sig terms: Min deposit of £/$/€10 • A qualifying bet is a ‘real money’ stake of at least £/$/€10 • Min odds 1/2 (1.50) • Free Bets credited upon qualifying bet settlement and expires after 7 days • Free Bet stakes not included in returns • Deposit balance is available for withdrawal at any time • Withdrawal restrictions & full T&Cs apply


*18+. New UK customers only. Min bet £10 to receive £10 Free Bet (placed and settled 35 days from registration). Min odds of 3/5. Free Bet credited at qualifying bet settlement and placed within 35 days. T&C's apply. Please gamble responsibly, www.begambleaware.org


18+, New customers only. Deposit + bet £20-£100. Must Deposit £50 and opt in for marketing preferences for Boosts. Boosts credited 24 hours after deposit. Full T&Cs apply. Begambleware.org


Min deposit £5. Bet Credits available for use upon settlement of bets to value of qualifying deposit. Min odds, bet and payment method exclusions apply. Returns exclude Bet Credits stake. Time limits and T&Cs apply. 18+. New players only. www.begambleaware.org


18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit: €10, max €10 bonus, valid for 14 days, bets must be placed at odds of 1/1 or greater and be settled within 14 days of placement.System bets no eligible. Click to see full T&Cs


18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit,: £10, max £10 free bet valid for 14 days, bets must be placed at odds of 1/1 or greater and be settled within 14 days of placement. System bets not eligible. Neteller,Skrill and Paypal not eligible. T&Cs apply


18+ New Customers Only. Minimum Deposit and wagering on sport to activate the Free Bet is £20. Customers who deposit using Neteller, Paysafe, Skrill or Skril 1-Tap will not be eligible for any free bet offer.BeGambleaware.org


Qualifying bet must be min odds of 1/2 and cannot be placed in-play or cashed out. E.g. Place a £20 bet at minimum odds of 1/2 on the first race of the day of the Tuesday of the Festival.When that bet has been settled, you will be given a free £5 fixed odds bet to use that day.You will then be given a free £5 bet on the Wednesday, on the Thursday and finally on the Friday.New customers only. See full T&Cs Apply. 18+ begambleaware


18+, T&C Apply. Begambleaware.org. New customers only. Max one £15 Free Bet. Qualifying bets must be placed at odds of 2.0(1/1) or greater. Paid as a bonus token with min odds reg. Further T&Cs apply


New customers only, min deposit and bet £10 (£20 if E/W bet) from UK Debit card only. Paypal not accepted. Min odds evens (1/5 per multi selection). 4x £5 Free Bets valid for 7 days, stake not returned, no cash out. T&Cs apply.


18+ New Customers Only. Bet must be placed using real money in combination with the Odds Boost Token. Offer applies to Sport bets only. Maximum total stake is £10. Each way bets are a maximum of £5 each way (£10 total stake). Customers have 60 days after registration to use the Odds Boost token. T&Cs apply. BeGambleaware.org


18+. UK only. Whilst this promotion has no end date, it is available for new players who have registered at EnergyBet after 31.08.2020 and valid only for their first qualifying Sportsbook bet. Cash stakes only. Min. £10 deposit required. Min. total odds of 3/4. Min. odds for each selection 1/4. Bonus amount £10. Bonus funds to be wagered 1x on odds of 4/5 or higher. Bets placed for both sides, with the same outcome and for the same event, will be disqualified. Virtual Sports bets do not qualify. Cashed out bets do not qualify. Other T&Cs apply. Be gamble aware. Please bet responsibly


Qualifying stake must be on Horse Racing, Premier League, Championship or Champions League home or away selections. Minimum odds of 1.8 on qualifying bet. Bets on the draw will not qualify for a free bet. Deposit using code SNWEL25. Valid once per customer. Free bet expires after 30 days. Max winnings from free bet £1000.


New Customers. First settled bet £/€10 (£10 E/W+) - £/€20 (£20 E/W+) at odds 2.0+ qualifies. If first settled bet loses, free bet credited within 24 hours of bet settlement, use within 7 days, Stake not returned. Full T&Cs Below.


New customers only. Qualifying bets must be placed before midnight 31/12/20. £10 Free bet credited when your first bet on Glory Goals settles. Min odds 1.6. Free bet min odds 1.1 and must be used in 7 days. 18+ BeGambleAware. Full terms apply.

New UK Bookmakers for October 2020

While there are online bookmakers who have been providing a first-class betting service to UK customers for decades, there is always room for new operators who want to muscle into this gambling space and offer customers a viable alternative to the bookies that already exist. Every month, we see new companies launch into the UK online betting arena and it’s always interesting to see what they have to offer.

The UK online betting market is clearly very competitive although customers often like to try out a new bookmaker, especially if there’s a juicy welcome bonus thrown in as part of the equation. Some punters are often limited by how much they can stake with their existing bookies and a new operator gives them a chance to bet bigger amounts – at least in the short term.

The aim of this article is to showcase the best new UK bookmakers so that you can consider whether any of them have an attractive proposition. All of the betting sites on this page have a UK betting license and that means that they are regulated by the UK Gambling Commission. That means you are guaranteed a safe and secure betting experience on a consistent basis.

Our Guide to the UK’s Newest Betting Sites

As you can see, we’ve compiled a list of UK betting sites that are relatively new to this market. You might already be familiar with some of the brands, although there’s a decent chance that you won’t have a betting account with all of these operators and it can often pay to sign up with a number of different bookmakers in order to enjoy the best aspects of each bookie including the welcome bonus.

You can see that we have delivered some free bet information for each new UK bookie on this page, while you can click through and read an in-depth bookmaker review to discover more information about their service. Our experts have signed up for a betting account and provided objective comments when it comes to the parts of a bookmaker service which matter the most to customers.

Our aim is to provide you with a well-rounded summary of a new UK bookmaker as we understand that trust is a big issue when it comes to an operator that has just launched, especially if you’re not familiar with the brand name. However, providing that the bookie has a UK gambling license, there is little reason to be concerned and you can deposit and withdraw money with confidence just like our team have.

18+ new customers only. Opt in and bet £5 at odds 2.00+ within 7 days of registering, no cashout. Get a £5 free bet, set events at odds 2.00+. Plus a £5 slots bonus, selected games, wager 1x to withdraw max £125. Offer valid from 10:00BST 08.04.21 to 12:00BST 12.04.21. 7 day bonus expiry. T&Cs Apply.¤ begambleaware.org ¤| Please gamble responsibly

The Advantages of Betting with New Bookmakers

Traditional doesn’t always mean better when it comes to online sports betting and there are several reasons why it can pay to open an account with a new bookmaker. For example, a new UK bookie might have identified that the more established brands have been slow to embrace the latest technology that is available and therefore stolen a march by providing a mobile-friendly site and / or betting apps which performs at a very high level.

A new bookmaker might also provide a betting service which includes excellent navigation or alternatively put a huge amount of emphasis on In-Play betting which continues to account for an increasingly large market share, especially when it comes to televised sporting events. On a similar note, if a new bookie has managed to broker some live streaming deals with providers, they might be able to stand out on this front.

Here are just some of the advantages of betting with a new bookie:

  • Modern technology being used to create a dynamic experience
  • A generous new customer free bet that’s available
  • Competitive pricing including the best odds for popular selections
  • Enhanced odds for major sporting events to provide extra value
  • A greater In-Play coverage when it comes to their competitors
  • Live streaming of selected sporting events
  • Modern customer service which can include instant messaging

Imitation is the best form of flattery and a new bookmaker would ideally look at the existing UK bookmakers and essentially take the best parts of each service to create a unique proposition. If they are able to overtake the average UK bookie when it comes each category, then they will start to have mass customer appeal and it’s always nice to open up with a generous starter bonus so that customers can essentially try out the service for free.

There are a few disadvantages when it comes to new online bookies and it’s naturally hard for an operator to have any sort of good reputation when they’re brand new to the market. It might also be the case that they don’t start off with too many existing customer promotions such as an Acca Bonus or Acca Insurance, although there’s ultimately little down side into opening an account for free.

License and Legislation for New Betting sites

Every new bookmaker featured on this page has a UK license and that means that they are regulated by the UK Gambling Commission. As it states on their website, the Gambling Commission license and regulate the businesses that provide gambling in Great Britain and the granting of a license is only done when the UK Gambling Commission are completely satisfied that the operator is able to offer a safe, fair and secure experience for customers.

Once a license has been granted for a new UK bookie, they then have to retain that license and their betting website will be regularly checked by the UKGC to ensure that the standards are maintained. This includes the security of customers’ personal details including financial information, while the deposit and withdrawal methods have to be robust and ensure that transactions are conducted in a secure fashion.

Every UK bookmaker needs to comply with a strict set of regulations which are laid out at the above website and that includes social responsibility, anti-money laundering, technical standards and complaints handling. The license conditions and codes also require a bookmaker operating in the UK to report to the UK Gambling Commission on a timely basis and the reporting requirements are tough.

What to Look for in a New Online Bookmaker

When it comes to signing up with a new online bookmaker, our experiences tell us that trust is the number one issue. After all, what’s to stop the latest bookie to launch in the UK to be a fly-by-night cowboy operator that has a pop-up website that vanishes after a few months? That is where license and regulation come in, with readers advised that every new online bookie that features on this page has to have a UK Gambling License or we wouldn’t promote them.

Once you’ve established that your betting experience is a safe and secure one, you can then set about claiming a new customer bonus. Make sure you read the terms and conditions to understand how to claim some free bets and what you need to do in order to get your bookie bonus. In particular, we advise you to look for any turnover or wagering requirements before you can get your hands on the cash.

It’s imperative that there are a range of deposit methods and that you can fund your account quickly and easily. Thankfully, the average new bookie in the UK facilitates payments in the traditional way which is great if you have a debit card, while there are also e-wallet solutions and other methods which are more modern and are great for players who don’t want to divulge their personal banking details.

Ultimately, the user betting experience also has to be a good one. This includes being able to navigate around the website whether it’s desktop or mobile, access betting markets in a short space of time and pick out odds that are favourable to you. There should also be a compact In-Play betting experience and the chance to Cash Out your bets at regular intervals.

One overlooked area with a new online bookmaker is the customer service that a bookie provides. A bookie might come with all sorts of bells and whistles, although it’s no good if you can’t get through to a member of staff when you have a query. We especially look out for operators that have Live Chat available as this is a quick and easy way to get answers to questions, although an email address and phone number also helps.

18+ begambleaware.org. New customers only. Min deposit £10. Money back as bonus if first bet loses. Wagering requirements: sportsbook 3x at min. odds of 1.40 (2/5), casino 35x. Unless forfeited the sportsbook bonus must be wagered before using the casino bonus. Bonus expires 7 days after opt-in. No deposit required for NI customers. Call 08081699314 to claim. Full T&Cs applyNew customers only. Min deposit £10. Money back as bonus if first bet loses. Wagering requirements: sportsbook 3x at min. odds of 1.40 (2/5), casino 35x. Unless forfeited the sportsbook bonus must be wagered before using the casino bonus. Bonus expires 7 days after opt-in. No deposit required for NI customers. Call 08081699314 to claim. Full T&Cs app

Welcome Offers and Bonuses

A good UK bookie should always have a welcome offer on the table for new customers. This should be easy to understand so that you can take the necessary steps to land your bookmaker bonus within the space of a day or two. Ideally, you should be able to get a 100% matched bonus on your first deposit after you have placed a sports bet. You might need to place this bet at a particular price such as 1/5 or 1/2 and that is why it’s imperative to read the terms and conditions.

Once you have claimed your betting bonus, you might need to place the free sports bet at particular odds. It’s actually in your interest to sometimes choose a bigger price as the free bet stake isn’t usually included in any returns. You should also know whether the free bet needs to be turned over a set number of times or whether you can simply claim any cash that you make from your bonus.

Free Bets

It’s great to get free bets from any new UK bookmaker and we would recommend qualifying for each bonus once at a time. You might need to wait for a qualifying bet to be settled before the bookie credit the free betting bonus to your account and that might be done within 24-48 hours. The free bet should be used carefully as it’s unlikely that a bookmaker will continue to hand out freebies on a regular basis and it’s a great way to try out the service.

BrandFree Bet ValueLoyalty ProgrammeFree Bet ExpiryBonusClaim Bonus
20 7 Days Bet £10 Get £20 Claim Bonus New customers only, min deposit and bet £10 (£20 if E/W bet) from UK Debit card only. Paypal not accepted. Min odds evens (1/5 per multi selection). 4x £5 Free Bets valid for 7 days, stake not returned, no cash out. T&Cs apply.
10 30 Days Bet £15, Get £10 Claim Bonus 18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit,: £10, max £10 free bet valid for 14 days, bets must be placed at odds of 1/1 or greater and be settled within 14 days of placement. System bets not eligible. Neteller,Skrill and Paypal not eligible. T&Cs apply

User Experience

When we open a new UK bookie account, first impressions count for a lot. Therefore, we’ve got to be impressed by the sports betting site when we pay our first visit and there has to be plenty of substance behind the shiny new welcome bonus. Ideally, we would see the latest sporting events being showcased on the homepage which gives customers the opportunity to click through and start placing their bets.

Navigation around the betting site should be a breeze and it should be easy to place different kinds of bets including accumulators which are popular with the majority of punters. The bet slip functionality should be nice and smooth, with customers able to automatically add selections when they click on the latest odds before deciding on their available betting options.

We also want to be able to Cash Out our bets for the majority of betting markets, with this giving us the opportunity to potentially make money before your bet has been settled. Ideally, there would also be Partial Cash Out, while we like a bookie that also provides Bet Builder or Same Game Multi betting options so that you can place a unique bet for a particular sporting event.

18+. Mobile exclusive. Min stake £10. Min odds Evs. First bet only. 30 days to qualify. Free bets expire in 7 days. Cashed out bets won’t apply. Payment method restrictions. UK customers only. One Free Bet offer per customer, household and IP Address only. T&Cs apply

Payment Methods

A brilliant new bookmaker is no good if you can’t find a way to deposit money into your account. It’s important for a new UK bookie to get the basics right and payment methods definitely fall into this category. It should be nice and straightforward to register a debit card in order to make a transaction or alternatively, customers should be able to link an e-wallet payment solution without a hitch before transferring the funds.

Customers also want to receive any winnings nice and quickly, with a new UK bookmaker hopefully specialising in fast withdrawals. There’s nothing worse than having to wait over a week to get your money from a winning sports bet, especially as some of the more established firms can sometimes return funds within 24 hours depending on the payment method.

Customer Service

While a new customer bonus and fantastic football odds are going to be attractive ways to put you in the shop window, a bookie is ultimately only as good as its customer service. If a punter is unable to make contact with a member of customer service, then they are going to be left frustrated and many bookies have previously failed by not opening up a communication channel that is fast and honest.

No matter how many bookmakers tell you that they treat their customers like royalty, the proof is in the pudding. Live Chat is pretty much an essential element to customer support these days, with customers hopefully connected to an agent within minutes of loading up the client. Email contact is also good along with a toll-free phone number for customer queries.

Live Betting and Streaming Services

No bookmaker can hope to be successful in the UK online betting market without offering In-Play betting. We’re not just talking about a handful of token betting options either. Ideally, a new UK operator would cover a massive range of sports and ultimately have live betting markets available on a 24/7 basis. The trend is now for bookies to showcase their In-Play betting odds in the middle of the homepage as many customers just want to bet instantly on something that is happening live.

Naturally, a bookie is more than just live odds and data. The In-Play betting odds have to be competitive and provide generous Cash Out values along the way. Ideally the prices should update in real time and there should also be match data so that customers can understand exactly what is happening on the field of play. It’s great to get a feel for an event while you place your bets.

Live streaming is an added bonus and it’s great when a new UK bookie agrees a deal with streaming rights providers so that you can enjoy watching live sport through your betting account. It’s usually a case of logging into your account and being able to choose what to watch depending on whether you have funded your betting account or recently placed a bet.


Why choose new online bookmakers over old ones?+
New online bookmakers can often outperform old bookies when it comes to the betting service that is being provided. Their websites might load quicker and they might also have a highly-responsive app where you can place bets quickly and easily. It’s also great to land a free betting bonus with a new bookie and hopefully make a winning start, while it’s sometimes the case that an old bookmaker has restricted a winning customer and they look elsewhere to place their sports bets.
Which sports are popular with new bookmakers?+
A new bookmaker in the UK will typically showcase an enormous amount of football match betting markets and aim to cover as many leagues around the world as possible. The same applies to tennis due to the sheer volume of tournaments, while UK punters will also want to bet on horse racing so that means having betting odds for the UK and Irish race meetings. Ultimately, the more sports that can be covered, the better for an operator.
What is the best new betting site for mobile betting?+
Betting customers tend to either place their mobile bets through an Apple or an Android device and a new bookie should hopefully ensure that their website performs well with both of the above. This involves being able to experience Touch ID or Face ID log-in and then the ability to navigate towards your preferred sports and betting markets. We would recommend trying out a few different ones and seeing which is your preferred option.
Are new betting sites safe?+
Every new betting site showcased on this page currently holds a UK Gambling Commission license. That means that they are completely safe and secure from a deposit and betting point-of-view, with the Gambling Commission ensuring that a new betting site ticks all the boxes required on a regular basis. You should double check that this bookie has this UK license in place before you sign up and also look to read our review of the bookmaker.
Which new bookmakers offer free bets?+
The vast majority of new bookies have a free bet offer for new customers. This is a fantastic way of getting started with an operator and it usually involves signing up an account, making a first deposit and placing a first bet at certain odds. Once this first bet is settled, then the bookmaker will credit you with a free bet to the same stake or something roughly similar. Sometimes existing players might also be able to qualify for free bets depending on the available promotions and offers.


Colm Phelan
Colm Phelan
Reviewer since May 2021

A lifelong sports fan, Colm Phelan began writing at a young age which eventually led him to a career in journalism. Now an accomplished sportswriter and editor Colm has covered football, golf, NFL and boxing for numerous leading and national publications. He is a lifelong Arsenal supporter and also shouts for the Chicago Bears.

Interests: Football, NFL, Golf, Odds Comparison

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