New Betting Sites UK (May 2025)

Find and compare the best new betting sites with valid UK Gambling Commission licenses for May 2025 with our list below.

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Why Trust BettingLounge.co.uk to Find the Best New Bookies?

Our UK betting experts have analysed 200+ online betting sites since 2016. Currently, only 57 new UK bookmakers have received our recommendation.

Be sure to look at our bookmaker blacklist to avoid joining these new UK bookmakers that block withdrawals, stop you from verifying your account and charge for deposits and withdrawals.

As you navigate our list of the best new UK betting sites, you'll see links to our in-depth reviews of each new bookmaker. These in-depth analyses are regularly updated with the most informed and unbiased insights.

We have also picked out the best new online sports betting sites for different categories, including football betting, bet builders, fast withdrawals, horse racing betting and much more.

How We Rate & Review New Bookmakers in the UK

On BettingLounge.co.uk, our UK betting experts follow an in-depth evaluation method to ensure every new bookie is reviewed consistently, accurately and honestly.

This includes looking at:

UKGC license & safety.
New customer welcome offers.
Range of sports available.
Depth of betting markets.
Mobile betting options.
Existing customer promotions.
Live streaming and unique features.
Customer support.
Payment methods available.
Software and design.

Written by Steven Hubbard

Verified by BettingLounge team

Last updated 15/05/2025

Table of contents

New Online Sports Betting Sites in the UK

Are you looking for new online sports betting sites in the UK? If so, you've come to the right place. Here at BettingLounge, we rigorously review all new UK bookmakers to ensure that they are safe and trustworthy and offer a great betting experience.

We list all of the latest legal online bookmakers in the UK, along with unbiased, expert reviews of each. We also provide exclusive new customer welcome bonuses for the new bookies we recommend joining.

However, we understand that not all new bookmakers are created equal. That's why we also list the new betting sites we believe punters should avoid, or at least be cautious of.

And because it is still early days for many of the new betting sites on this page, only a select few make it into our list of the best UK betting sites.

Tip: Be sure to read our full new bookie reviews, as some are recommended, and others are not.

New UK Bookie of the Month: NRG BET

NRG Bet is one of the most recent betting sites to launch in the UK, having done so at the start of 2024, and it has done well so far above all thanks to the Playbook Gaming backing. Even though payment methods are lacking, the bookie has a decent welcome offer and the sportsbook is relatively comprehensive, so it's at least worth checking out.

Visit

New Betting Sites to Launch in 2024 & 2025

London BetFounded in 2025

BetTomFounded in 2025

BetWrightFounded in 2024

Gentleman Jim BetFounded in 2024

Neptune PlayFounded in 2024

BetMGMFounded in 2023

BzeebetFounded in 2023

Pub Casino SportsFounded in 2023

Best New Bookies By Category: Reviewed for 2025

Below is our list of the best new betting sites in the UK for 2025, reviewed by category. These new bookies did not necessarily launch in 2025 but are still relatively new and no more than five years old.

Of course, this list is subjective, but we hope the pros and cons can help your decision-making when picking the right betting site for YOU. We recommend trying several new betting sites to find which works for you while taking advantage of our exclusive new customer sign-up offers.

1
LiveScore Bet:
Best New Bookie Overall 🥇
2
SBK:
Best New Bookie for Odds 📊
3
talkSPORT BET:
Best New Football Bookie ⚽
4
BetGoodwin:
Best New Horse Racing Bookie 🏇
5
Fafabet:
Best New Cricket Bookie 🏏
6
Parimatch:
Best New Darts Bookie 🎯
7
The Pools:
Best New Bookie for Pool Betting 🤝
8
BetMGM:
Best New Bookie for Welcome Bonus 💰
9
Virgin Bet:
Best New Bookie for Existing Customers 🆓
10
BetUK:
Best New Bookie for PayPal 💳

🥇 Best New Bookie Overall: LiveScore Bet

LiveScore is a well-known brand among punters thanks to the popular live score app, and the expansion to betting was only a matter of time. LiveScore Bet was launched in 2020 and it has gone from strength to strength since, offering a very comprehensive sportsbook thanks to the partnership with Kambi.

The welcome offer is very generous, customers can play the popular SQUADs game and the app is great to use. The betting margins could be slightly better, but apart from that there is truly nothing to complain about. Naming it the best new betting site is thus a no-brainer, and we are sure many punters will agree.

Bet £10 Get £30 in Free Bets

Min. Deposit	£10
Max. Amount	£30
Turnover	No wagering
Expiration	7 Days

Visit Site

*New members only. £10+ bet on sportsbook (ex. virtuals) at 1.5 min odds, settled within 14 days. Free Bets: accept in 7 days, valid 7 days on sportsbook only. 2x£5 Free Bets for Bet Builder only. Stake not returned. T&Cs + deposit exclusions apply. Bet Responsibly. GambleAware.org 18+

📊 Best New Bookie for Odds: SBK

SBK is the sportsbook from the betting exchange Smarkets. It was launched a few years back after a long period of beta testing, but it has already won plenty of fans thanks to a clean look, excellent odds and a user-friendly mobile betting app.

SBK is not just a betting site; a social element is also included. Users can provide their betting tips, with the most successful ranked in a leaderboard. Unlike most new betting sites, competing against friends and family is possible.

Prices on SBK are excellent compared to most of the other new sports betting sites on the market. This is because they are the same as those on the Smarkets exchange. Exchange odds tend to be significantly better than those on sports betting sites due to the lack of a margin.

Live chat is available on the SBK app 24/7, too, so anyone with an issue with their account can get help rapidly from a customer service agent.

Bet £10 Get £40 in Free Bets

Min. Deposit	£10
Max. Amount	£40
Turnover	No wagering
Expiration	7 days

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New UK customers only. Min £10 first deposit using Debit Card or Bank Transfer. Place a bet of £10 at min odds of 2.0 and get a £10 Football Bet Builder token upon settlement. A £10 Multiple, £5 Horse Racing Multiple, and £5 Football Bet Builder token after 24 hours. A further £10 Multiple token after 48 hours. Minimum 3 legs. Full T&Cs apply. 18+. BeGambleAware.org.

⚽ Best New Football Bookie: talkSPORT BET

There is no shortage of competition when it comes to football betting, especially since most new bookies tend to be pretty good for the popular sport. Having said that, there are ways to stand out and this is something talkSPORT BET has shown, focusing a lot on promotions for current events.

The withdrawal times are very fast with Apple Pay, as our test showed, and the bookie is very easy to navigate from the sportsbook to the banking options. Of course, there is also a great bet builder tool in place - though bet365 remains unrivalled on this front - and all of the popular football markets can be found.

Bet £10 Get £30 in Free Bets

Min. Deposit	£10
Max. Amount	£30
Turnover	No wagering on sports, 40x on casino
Expiration	7 days

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18+ New customers only. Opt in via mobile or app and bet £10 on any sports market (odds of 2.00+) within 7 days of registration. Get 3x£10 Free Bets on selected sports markets, which expire in 7 days. T&Cs apply. GambleAware.org | Please gamble responsibly

🏇 Best New Horse Racing Bookie: BetGoodwin

A betting brand with a long and proud history despite a relatively new online presence, BetGoodwin comes from the trusted telephone betting operator Goodwin Racing. Unlike many British bookies, BetGoodwin offers a best odds guaranteed betting bonus for greyhounds and horse racing, so an account here is a must for those who bet on dogs.

Indeed, trusted traditional British betting brands moving online will always be welcomed. We also found that the withdrawal times are surprisingly fast. Having said all of this, there is a relatively low maximum payout of £100,000 in place for horse racing bets at BetGoodwin, though this is unlikely to be a big problem for most casual punters.

50% Back As Free Bet (Up to £25)

Min. Deposit	£10
Max. Amount	£25
Turnover	No wagering
Expiration	NA

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Minimum of 3 bets of £10 or more on separate events at odds of evens (2.0) or bigger to qualify. Max free bet £25. Free bets are non-withdrawable and to be credited within 24 hours.

🏏 Best New Cricket Bookie: Fafabet

The new UK sports betting site Fafabet covers most top sports well, but there is no doubt it has a solid cricket offering. Providing markets on everything from global T20 competitions, such as the Indian Premier League, to the County Championship in the UK, Fafabet has created a cricket betting site that many major rivals cannot match.

Having said that, women's cricket is covered at Fafabet, the site does not have quite the same detail or depth for the female game as it does for the men's side of cricket. This will not be a huge problem for most punters, though, and Fafabet also has virtual sports as well as a casino - there is something for everyone.

Up to £50 Free Bet + £20 Casino Bonus

Min. Deposit	£10
Max. Amount	£50 & £20
Turnover	1x (Sports) & 35x (Casino)
Expiration	7 days

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New 18+ New Customers only. Deposit and bet on any sports with min odds of 2.0. Get 50% Back of your first days' losses as a Free bet up to £50+£20 Casino Bonus. T&Cs apply.

🎯 Best New Darts Bookie: Parimatch

A comprehensive sportsbook is provided at Parimatch, above all because the site is operated by BV Gaming, making it a BetVictor sister site. Darts is among the more minor sports that get full coverage here, with a range of top competitions such as the World Cup of Darts offered at the Parimatch site, while the darts betting odds here are good, too.

There is also a good welcome offer for new customers to claim, and even if you are not into darts, this is a good reason to sign up. We took a closer look at the Parimatch app recently and were very impressed with the overall product, perhaps as you would expect with BV Gaming, but it's still good to know that the bookie is keeping up with the times.

Bet £10 Get £30 in Free Bets

Min. Deposit	£10
Max. Amount	£30
Turnover	No wagering
Expiration	7 days

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Terms: 18+ New customers only. Opt in, and bet £10 on football markets (odds 2.00+). No cash out. Get 6x£5 football free bets at specified odds for set markets, which expire after 7 days. Offer valid from 12:00 UK Time on 25/08/2023. T&Cs apply. gambleaware.org | Please gamble responsibly

🤝 Best New Bookie for Pool Betting: The Pools

As the name of this new UK online sportsbook suggests, The Pools offers something a bit different from the norm as it is primarily focused on providing pool betting. One of the main reasons to join is the chance to play a game known as Goal Rush, which has a total prize pot of £1 million available to win.

Horse racing fans will also welcome extra place races and best odds guaranteed, while The Pools also has a Footie 5 prediction game with a prize pool of £25,000 up for grabs.

Plenty of sports can be bet on here, as well as esports such as League of Legends and CS:GO, Dota 2, King of Glory, Rainbow Six and Valorant. Virtual horse racing, plus virtual greyhounds, table tennis, motorsports, and football are also offered.

Price boosts and enhanced odds are available to ensure good value can be found at The Pools, and while the site does have a dated design compared to some sportsbooks, it is fair to say it offers more substance than style.

Bet £10 Get £10 in Free Bets

Min. Deposit	£10
Max. Amount	£10
Turnover	No wagering
Expiration	7 days

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18+, UK only. Deposit and place a £10 cash bet at single or accumulated odds of 1/2 (1.5) or greater and we will give you £20 in free bets. Free bets credited as 4 x £5 bets. 1x Football, 1x Racing, 1x Tennis & 1x Acca. Cashed out, Void or 'Draw No Bet' wagers do not qualify for this promotion. Available once per customer. Free bets will be credited by 12pm the day after bet settlement and will expire 7 days after being claimed. Full T&Cs apply.

💰 Best New Bookie for Welcome Bonus: BetMGM

Launched to great fanfare in late 2023, BetMGM is the online arm of MGM Resorts International, the owner of some of the world's most famous casinos. To really make the most of the UK launch, MGM partnered with LeoVegas - another brand that it owns - to ensure a high quality of the sportsbook and casino.

Indeed, it already feels like the bookie has been around the top of the UK's online betting industry for some time, offering a market-leading slate of betting bonuses for new users and existing customers alike. Daily price boosts ensure this is a fantastic betting account, and prizes such as free spins and live casino tokens are also up for grabs on the Golden Wheel.

Bet £10 Get £40 in Free Bets

Min. Deposit	£10
Max. Amount	£40
Turnover	No wagering
Expiration	7 days

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New customers only. 7 days to place qualifying bet of £10 at 1/1 (2.0) to receive 4 x £10 Free Bets: 1 x £10 football, 1 x £10 horse racing & 2 x £10 Bet Builders. Free Bets cannot be used on e-sports and non UK/IE horse racing. 7 day expiry. Exclusions apply. Stake not returned. 18+. Full T&Cs apply.

🆓 Best New Bookie for Existing Customers: Virgin Bet

Promotions have become increasingly important for bookies in the UK and Virgin Bet, owned by the LiveScore Group, has made sure to keep up with the trend. In addition to a very comprehensive sportsbook and a nice betting app, the bookie also offers the popular free-to-play game FIVES.

It is exactly the same as SQUADS, which is offered by the sister site LiveScore Bet, and this is great news for football punters. Free bet deals are consistently offered on the site, as well as money-back deals for horse racing, and this means that Virgin Bet checks more or less all the boxes on the promotions front.

Bet £10 Get £20 in Free Bets

Min. Deposit	£10
Max. Amount	£20
Turnover	No wagering
Expiration	7 days

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New members only. £10 min deposit & bet on sportsbook (ex. virtuals), placed & settled at 1.5 min odds in 14 days of sign-up. Win part of E/W bets. Free Bets: accept in 7 days, valid 7 days, use on sportsbook only (ex. virtuals), stakes not returned. T&Cs and deposit exclusions apply. Bet Responsibly. GambleAware.org. 18+

💳 Best New Bookie for PayPal: BetUK

Some new sports betting sites that launch in the UK struggle to provide a long list of payment methods, but Bet UK has no issues in this department. PayPal leads the way when it comes to withdrawing winnings speedily, but other options for the cashier at the Bet K site also include the likes of Apple Pay, Instant Transfer, Visa and Mastercard.

The minimum deposit for PayPal is set at £10, which is slightly higher than some rivals, but BetUK stands out by allowing customers to claim the welcome offer with this method. In other words, those who like to deposit with PayPal will be absolutely thrilled, also because the process at BetUK is simple.

Bet £10 Get £30 in Free Bets

Min. Deposit	£10
Max. Amount	£30
Turnover	No wagering
Expiration	7 days

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New cust only. Opt-in required. Deposit & place a bet within 7 days and settle a £10 minimum bet at odds of 4/5 (1.8) or greater to be credited with 3 x £10 Free Bets: 1 x £10 horse racing, 1 x £10 Free Bet Builder and 1 x £10 football. Free Bets cannot be used on e-sports and non-UK/IE horse racing. 7 day expiry. Stake not returned. 18+. T&Cs apply.

Ben's Favourite New Betting Site

Ben DixonTipster

I think Virgin Bet has the potential to grow even further than what we have seen so far, and there are several reasons for this. Primarily, there is a good sportsbook offered across horse racing and football - which are two of the most popular sports.

Furthermore, it would be impossible not to mention the promotions. Virgin Bet consistently offers some of the best promotions I’ve seen - such as free bets back if your horse loses and the headline promotion ‘Fives’. For these reasons, I think I would say it is my favourite ‘new’ bookmaker available for customers.

Isak's Favourite New Betting Site

Isak MöllerEditor

I like betting sites that are a bit different, or at least try to be, as the bog-standard bookies can get a bit boring over time. As such, although it has been around since 2019, my favourite new betting site in the UK is Midnite. With a greater emphasis on Esports, sporting a design that follows that, Midnite offers something else compared to the rest.

I'm not much of an Esports punter, I must admit, but I do like the welcome offer at Midnite as well as the many payment methods (with good terms as well). The sportsbook also has most of what you need, at least for the main sports, and the app is rather nice to use as well. It is definitely worth checking out if you haven't already.

New UK Online Bookmakers to Avoid in 2025

Here is a list of new online bookmakers in the UK that punters should avoid joining and our reasoning for not recommending each new bookie. We have also created a bookmaker blacklist which contains all bookies, new and old, that we recommend avoiding.

Some new bookmakers may offer competitive odds and bonuses but may have poor customer service or may not pay out winnings on time. Other new UK bookmakers may be scams altogether.

If you are unsure about a new UK bookmaker, we recommend avoiding them. There are so many reputable bookies to choose from, so there is no need to risk your hard-earned money.

Paddy Power
- Too many negative reviews
- Received fines for targeting vulnerable customers
- £2.2m fine for failing to protect customers and stop stolen money being gambled
GatoBet
- Too many negative reviews
- Charging for deposits and withdrawals
- Bad customer support
Betfair
- Received fines for targeting vulnerable customers
- £2.2m fine for failing to protect customers and stop stolen money being gambled
- Too many negative reviews
Jazzy Spins
- 50x wagering requirements on welcome bonus and low quality overall
Skol Casino
- 35x wagering requirements on welcome bonus and low quality overall
Luckland Sport
- Luckland no longer offers sports betting
Xtremewin
- Charges for deposit and withdrawals
- No longer operating.
- Unresponsive customer support
SwishBet
- Too many negative reviews
- Charging for deposits and withdrawals
- Bad experiences with customer support
Tebwin
- Tebwin no longer operates in the UK
Rhino Bet
- Ceased operations in March 2025
Ejjabet
- Too many negative reviews
FanTeam
- Too many negative reviews
- Payment method issues
WinstonBet
- Negative reviews and payment issues
BetSteve
- Too many negative reviews
- Withdrawal issues
Jammy Monkey
- Jammy Monkey shutdown after having its UKGC licence suspended.
Cashmo
- Licence Suspended
Dr Bet
- No Longer Operating
MrRex
- Could not withdraw money.
- Verification process almost impossible.
- Too many negative real player reviews.
InfernoBet
- Brand is no longer operating
MrMega
- Too many negative reviews
Winissimo
- Negative real player reviews
- Deposit and withdrawal fees/issues
- Awful welcome bonus terms
Bonus Boss
- Licence suspended
SpinzwinBet
- Too many 1-star reviews
- Charges for deposits and withdrawals
BetMorph
- Too many negative reviews
- Withdrawal issues
- Charges for deposits and withdrawals
Betfair Bingo
- £490,000 fine for marketing to vulnerable consumers
- Too many negative reviews
BetNeptune
- Charges for deposits and withdrawals
- High wagering on the welcome bonuses
- Hard to contact support
2kBet
- 2kBet is no longer active
RubyBet
- Too many negative reviews
- Fees for deposits and withdrawals
- Poor customer support
Casino2020
- Licence suspended
BritainBet
- Charges for deposits and withdrawals
- Too many 1-star reviews
- Awful bonus terms
Paddy Power Bingo
- Too many negative reviews
Yeti Bet
- Low TrustPilot score
- Concerning reviews of players unable to withdraw money or verify their account
- Reports of unfair account suspensions

New Horse Racing Betting Sites

When new sports betting sites launch, they do not always come as complete packages. For example, BetMGM launched in the UK in late 2023. However, they did not offer horse racing or greyhound betting in their sportsbook for a couple of months. They offer a horse racing product, but it is not the best.

On that note, some great new sports betting sites like BetRegal, FansBet, and SportNation offered horse racing from launch, but the races are quite limited on all three sites. However, their sportsbooks are great for football, tennis, American sports, and a wide range of niche sports.

Check out the best horse racing betting sites in the UK here, if that suits your fancy, or compare our exclusive offers for new and existing customers. We have also compiled the best tennis betting sites in the UK.

New UK Football Betting Sites

Unlike horse racing, every new betting site launched in the UK will offer football betting, but some areas are much better than others. Almost every new UK bookie will offer a wide range of football betting markets (usually over 200) and cover enough leagues and competitions to satisfy nearly all punters.

However, the betting market types vary quite a lot when looking deeper at new football bookies. For example, few new betting sites offer Asian markets, bet builders (custom bets) or prop bets (wagers on individual players). To find these markets, you will likely need to join the more established bookies such as bet365 and William Hill.

Then, we look at the betting odds/margins on the new football bookmakers, and surprisingly, new bookies tend to offer lower margins (high odds) than most established bookies in our independent tests. Of course, we only test a small sample of markets and odds, but new betting sites consistently rank high for the lowest margins.

Best New Football Betting Sites Margins

SBK - 3.3%
Midnite- 4.86%
NetBet - 5%
Quinnbet - 5.12%
The Pools - 5.51%

After the margins tests, we look to see what unique features the new betting sites offer, such as live streaming, cash out, promotions for existing customers, free-to-play competitions such as Betway's 4 to score, and anything else unique to compete with the best football betting sites like bet365 and Betfair.

New Customer Sign-Up Bonuses: Top Picks

New bookmakers usually have great sign-up offers, but a large signup offer does not necessarily mean good value. High wagering requirements can turn an attractive-looking betting offer into a waste of time. Be sure to look for a bonus that suits your gambling style to see whether you will get more value from the large or small signup offers.

For example, if you just like to place small wagers on longshot acca's each weekend, a risk-free bonus could benefit you, but a large matched deposit bonus will likely be a waste of time, as you will struggle to get anywhere near the wagering requirements in 30 days.

Operator	Welcome Offer	Bonus Code	Claim Offer
BetMGM Betting Offer	Welcome Offer Bet £10 Get £40 in Free Bets	No code required	Claim Offer	New customers only. 7 days to place qualifying bet of £10 at 1/1 (2.0) to receive 4 x £10 Free Bets: 1 x £10 football, 1 x £10 horse racing & 2 x £10 Bet Builders. Free Bets cannot be used on e-sports and non UK/IE horse racing. 7 day expiry. Exclusions apply. Stake not returned. 18+. Full T&Cs apply.
LiveScore Bet Betting Offer	Welcome Offer Bet £10 Get £30 in Free Bets	No code required	Claim Offer	*New members only. £10+ bet on sportsbook (ex. virtuals) at 1.5 min odds, settled within 14 days. Free Bets: accept in 7 days, valid 7 days on sportsbook only. 2x£5 Free Bets for Bet Builder only. Stake not returned. T&Cs + deposit exclusions apply. Bet Responsibly. GambleAware.org 18+
Virgin Bet Betting Offer	Welcome Offer Bet £10 Get £20 in Free Bets	No code required	Claim Offer	New members only. £10 min deposit & bet on sportsbook (ex. virtuals), placed & settled at 1.5 min odds in 14 days of sign-up. Win part of E/W bets. Free Bets: accept in 7 days, valid 7 days, use on sportsbook only (ex. virtuals), stakes not returned. T&Cs and deposit exclusions apply. Bet Responsibly. GambleAware.org. 18+
Betano Betting Offer	Welcome Offer Bet £10 Get £30 in Bonuses	No code required	Claim Offer	Terms: 18+ New Customers Only. Opt in and bet £10 on sports (odds 1/1+) within 3 days of signing up. Get 3x£10 Free Bets for set markets (odds 1/1+) which expire in 5 days. Click for T&Cs. GambleAware.org \| Please gamble responsibly
NRG BET Betting Offer	Welcome Offer No Welcome Offer	No code required	Claim Offer

New Bookmakers - Can They Be Trusted?

All new bookmakers on BettingLounge have valid gambling licenses from the UK Gambling Commission (although some are white-label) and abide by the strict UKGC regulations. In general, yes, new betting sites with valid UKGC licenses are safe, legal, and secure, but some new bookies still find ways to make it difficult for players or break the rules and receive fines from the UKGC.

However, this is not a new betting site problem, with many large operators in the industry receiving enormous fines for questionable practices. In 2019, bookmakers paid over £19m in fines to the UKGC, and in recent years, William Hill, Betway and Flutter Entertainment (Paddy Power & Betfair) have all paid massive penalties to the UKGC.

Still, we display and review all of the newest betting sites to launch in the UK, but we do recommend caution when joining some new bookies. At the moment, we recommend reading our reviews before joining BetDukes, 2kBet, Infernobet, InterBet, SponsioBet, Bazingabet, SwishBetCasino, BetSteve, and VStarBet.

Progress Play Limited offer a white-label solution that provides all of the components for an online gambling site, including software, odds experts, customer service staff, payment solutions, etc. The white-label solutions make it easier for entrepreneurs to start an online gambling site, which allows for a lot of "different" new online gambling sites. However, finding information on these sites' "true" owners is impossible, and they do not tend to stick around for the long term.

We know even the most trusted and established betting sites can rack up hundreds of bad reviews, but we are concerned about the early player reviews from the new bookies operated by Progress Play Limited. Firstly, real players have contacted us to inform us that these sites have charged people for certain deposits, with one case charging an extra £300 in deposit charges.

"Appalling I deposited £300, and they went and duplicated the £300 by claiming an additional £300, which meant they took £600 out of my bank account. im now in debt via charges."

We mention that all of the new bookies above charge "£2.50" per withdrawal in the reviews, but we did not experience any deposit fees and are shocked to hear that it is happening to players. Also, all of the Progress Play Limited sites have extremely long withdrawal times, some taking a few weeks. For example, with Debit card withdrawals, there is a three business days pending time, one business day for processing, and 3-7 business days to receive the payment.

Now, it is too early to judge most of these new sports betting sites, and it is not uncommon to see similar complaints and reviews on the most significant betting sites in the UK.

Regarding bad reviews, Mr.Play has a 1.8 rating (out of 5) with 10 of our genuine player reviews. Some players have mentioned Mr Play is not awarding the £10 free bet sign-up bonus and has issues with withdrawals and verification. We recommend reading our unbiased review and the comments before joining Mr.Play.

Currently, these new bookmakers are not off to a good start, and we recommend joining more established "new betting sites", such as Kwiff, BetMGM, and QuinnBet, to name a few.

New Betting Sites Licences and Regulation (UK)

New bookmakers that are listed on BettingLoune will have a UK Licence and abide by the UK's Gambling Act 2005 and all the UK Gambling Commission (UKGC) regulations, making them safe and accountable betting sites.

However, if you come across a site not on our list, check for a UK license. You can do this by checking the bottom of the website for a Gambling Commission link or by manually searching the brand/owners on the UKGC website.

Never sign up for a new bookie that does not show a valid UK Gambling license. If you didn't know, the UKGC regulates most forms of gambling in the UK, including:

Arcades
Betting
Bingo
Casinos
Slot machines
Lotteries
Remote gambling

The only exception is sports spread betting, which is regulated by the Financial Conduct Authority instead of the UKGC.

Most people might expect the UKGC to resolve consumer complaints against gambling operators in the UK, but this is not the case. If you run into any issues while gambling in the UK, it is recommended that you contact the gambling business first and follow their complaints procedure.

Suppose you are not satisfied with the result of this direct complaint. In that case, you can use an alternative dispute resolution (ADR) provider approved by the UKGC, such as the Independent Betting Adjudication Service (IBAS). Other Approved ADR Providers include ADR Group, Bacta ADR service, eCOGRA and so on.

Gambling Responsibly on New Bookies

We take great pride in promoting gambling safely and responsibly here at BettingLounge. We will only recommend new online bookmakers with responsible gambling protocols on their sites. Check out our Responsible Gambling Guide for tips and advice on staying in control and services offering free professional help!

Self-assessment tests: We check to make sure the new bookmakers offer self-assessment quizzes to help you if you are at risk of developing a gambling problem.
Deposit Limits: Almost all new betting sites offer deposit limits, and we recommend all punters set a limit and stick to a budget they can afford.
Reality Checks: We ensure new bookmakers offer reality checks to monitor your time and money spent on a betting site.
Self-exclusion: Again, all new betting sites in our list offer self-exclusion options if you want to take a break or suspend your account for six months, one year, five years, or longer.

New Betting Sites FAQ

Are new betting sites legal?

All new betting sites on BettingLounge are legal, safe and licenced by the UK Gambling Commission (UKGC). But there are plenty of new betting sites out there that are not legal for UK players. Look for a UKGC logo in the website's footer or check their "About Us" page for licensing details. We recommend avoiding the operator if they do not display any license information.

Which new bookies have the best odds?

In our independent betting margins tests, SBK currently offers the lowest margins (1.17%) out of the new bookies on our list.

Is horse racing available on new betting sites?

Horse racing is often left out when new betting sites first launch in the UK, and only a handful offer horse racing markets years after launching. For the best horse racing products, we recommend using the more established bookmakers such as bet365, Unibet, Paddy Power, Betfred and BetVictor, to name a few.

Are new betting sites trustworthy?

All of the new betting sites on BettingLounge are safe, legal and licenced. But it is far too early to determine if the new bookie is trustworthy, especially with the many white-label brands being launched. We encourage and collect genuine player reviews to understand how they treat customers. If a new bookie accumulates too many 1-star reviews, we add the operator to our list of "new bookies to avoid".

What are the best payment methods for new bookies?

When joining new football betting sites in the UK, customers usually have a wide range of choices when it comes to payment methods. However, it is fair to say e-wallets and debit cards will be the best payment methods for many people, while cryptocurrency is also emerging.

Do all new bookmakers offer free bets and welcome bonuses?

With so much competition in football betting, almost all new UK online bookmakers offer free bets and welcome bonuses to attract customers. New bookmakers should also provide betting bonuses to reward existing users' loyalty.

Steven Hubbard

Last updated: 15/05/2025

[email protected]

Steven is an experienced iGaming content writer who has been working in the industry since 2018. He is passionate about sports betting and enjoys writing about all aspects of the industry, including bookmaker reviews, betting tips and strategies, and news and analysis.

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