18+. New customers only. Min deposit £5. Bet £10 and get £30 in Bet Credits. Bet Credits paid on settlement of qualifying bets; stake not returned. Min odds 1/5. Time limits and T&Cs apply. GambleAware.org
Eight newer bookmakers on the British market, one of them relaunched under a new licence holder, with the launch facts, the licence behind each one and an honest score.
By Horse.bet Team · Updated · Offers checked
The list
New betting sites UK: the newer bookmakers we review
Every brand here is a newer arrival for British customers, from Midnite's esports beginnings in 2018 to 247Bet in August 2025, or has relaunched under a new licence holder. They are listed by our review score, not by date, because a new name is only interesting if it is any good. Some are backed by groups with deep pockets; others are white labels run on someone else's licence, which we explain further down.
Newer bookmaker that launched in Britain in spring 2024, backed by Kaizen Gaming and an official Euro 2024 sponsor, with Watch and Bet streams and a 4.8-rated iPhone app.
New UK customers only. Opt in, deposit £10 or more and place a £10 bet on any football market at odds of 1/1 (2.0) or bigger within 3 days of sign-up. Cashed-out, void, boosted and enhanced-price bets do not qualify. Receive 3 × £10 free bets for set football markets. Free bets expire after 14 days. T&Cs apply. 18+. GambleAware.org
Newer UK betting site bringing the MGM Resorts name to Britain on a LeoVegas platform, combining sportsbook and casino in one app with daily racing profit boosts.
New customers only. Opt in, deposit £10 or more and place a first sports bet of £10 or more at odds of evens (2.0) or bigger within 7 days of registering; each-way bets need £10 each way. Virtual sports, esports and non-UK/Irish horse racing excluded; free bets, profit or odds boosts, void, cashed-out (including partial) and system bets do not qualify. Once settled, receive 4 × £10 free bets: 2 × £10 football accas (4+ selections) and 2 × £10 sports multiples (2+ selections). Free bets expire after 7 days; free bet stakes not returned. Cannot be combined with other offers. T&Cs apply. 18+. GambleAware.org
Betting site licensed in June 2020 as the betting arm of the LiveScore app, with Racing Post streams, BOG on UK and Irish racing from 10am and a 4.7-rated app.
New members only. Min first deposit £10 within 14 days of sign-up. £10+ bet on sports (ex. Virtuals) 1.5 min odds, settled within 14 days. Free Bets: accept in 7 days, valid 7 days; £20 use on sportsbook, £10 on Bet Builder. Stake not returned. Deposits by prepaid, disposable or virtual cards, or unidentifiable debit cards, excluded. T&Cs apply. Bet Responsibly. 18+. GambleAware.org
New UK customers only. Register with Promo Code BETGET30, deposit £10 or more and place a sportsbook bet of £10 or more at odds of 1/1 (2.0) or bigger within 14 days of sign-up. Singles, accas and Bet Builders qualify; each-way, virtual sports, void, cashed-out and free-bet-funded bets do not. £30 in free bets credited on settlement: 1 × £10 single (min odds 1/1), 3 × £5 pre-match Bet Builders (3+ selections, min odds 3/1) and 1 × £5 pre-match acca (4+ selections, min odds 4/1). Free bets expire 7 days after credit. Cannot be combined with other promotions. T&Cs apply. 18+. GambleAware.org
25% winnings boost on your first acca, paid as a free bet up to £100 Promo Code AKACCA100
Irish-based independent that gained its own Gambling Commission licence in March 2025, with racing at the heart of the book, live UK and Irish streams and Trader Chat.
New customers only. Use Promo Code AKACCA100. Min deposit applies. Your first bet must be an accumulator of three or more selections at combined odds of evens (2.0) or bigger. If it wins, 25% of the winnings is credited as a free bet, up to £100, within 24 hours of settlement. Free bet expires after 7 days. T&Cs apply. 18+. GambleAware.org
Small, newer brand from Triplebet, the Matchbook operator, now leading with Yes/No prediction markets and pricing racing from Britain, Ireland, South Africa and the US in-play.
New customers only. Register with Promo Code EB20. To qualify for free bets, place and settle £20 on easyBet markets across at least two different sporting events, at odds of 2.0 or more. Singles, multiples and Bet Builders count. Bets must be placed and settled before the promotion's closing date. First deposits by Skrill, Neteller or Paysafecard do not qualify. T&Cs apply. 18+. GambleAware.org
Launched in 2021 and relaunched in 2025 on SCGO Limited's licence, this new betting site leans on football accumulators, with an escalating free bet structure for new customers.
New customers only. Deposit £10+ in a single debit-card transaction and place a first real-money bet of £10+ at odds of 2.0 (evens) or bigger within 7 days of registering. Bets on BetBuilder, cash out, Bet Boost, Enhanced Acca, virtual and special markets, bonus-funded bets and bets with a void selection do not qualify. When the qualifying bet settles, win or lose, receive 3 × £10 Kick Off free bets for accumulators of 4+ legs at 4.0 or bigger (min 1.30 per leg). A winning Kick Off free bet earns one £10 Pro free bet; a winning Pro earns a £10 Elite free bet; a winning Elite earns a £10 Champion free bet. Max payout £60 on each Pro, Elite and Champion free bet. Full T&Cs apply. 18+. GambleAware.org
One of the newest UK betting sites, launched in August 2025 by Casimba Gaming on White Hat Gaming's licence, using Altenar's sportsbook platform with casino on the same account.
New players only. Opt-in required. Min deposit £20. Offer is 100% match bonus up to £50 on your first deposit. Bonus funds can be used on a real money sports bet with minimal odds of 3/4 (1.75 decimal) or higher, any sport except virtuals, boosted odds, handicap, & draw no bet markets. Bonus funds are separate to cash funds and subject to 5x wagering requirement (bonus + deposit). Only bonus funds count toward wagering contribution. Bonus funds must be used within 30 days. Affordability checks apply. Terms apply. 18+. GambleAware.org
Two slightly older names often turn up on lists like this. SBK, the sportsbook app from the Smarkets exchange, launched in August 2019, and Virgin Bet arrived in May 2019. Both are reviewed in full in our UK bookmakers index.
No. 1
1. Betano: the best new betting site for football
A European giant, new to Britain
Betano is the brand of Kaizen Gaming, one of Europe's larger operators, and it launched in the UK in spring 2024, ahead of Euro 2024. It trades here under the licence of BV Gaming Limited, part of BVGroup, the company behind BetVictor. Kaizen has since bought the technology firm GameplAI to strengthen the British product.
App and racing
The iOS app rates 4.8 from 4,242 ratings, the joint-highest in our App Store table. Cash out, bet builder, in-play and acca boosts are all there. Racing is streamed through Watch and Bet, Best Odds Guaranteed covers all UK and Irish racing, and Australian, French and South African meetings are priced alongside Britain and Ireland. The standard welcome offer has to be qualified on football.
New UK customers only. Opt in, deposit £10 or more and place a £10 bet on any football market at odds of 1/1 (2.0) or bigger within 3 days of sign-up. Cashed-out, void, boosted and enhanced-price bets do not qualify. Receive 3 × £10 free bets for set football markets. Free bets expire after 14 days. T&Cs apply. 18+. GambleAware.org
No. 2
2. BetMGM: a new bookmaker with Las Vegas backing
MGM Resorts on LeoVegas technology
BetMGM launched in Britain in August 2023, run by LeoVegas Gaming plc for MGM Resorts International, with the sportsbook supplied by Kambi. The app rates 4.6 from 14,472 ratings, and features include cash out, bet builder and the free-to-play Golden Goals.
Racing terms
Daily racing profit boosts are the highlight. Best Odds Guaranteed exists from 9am but only for selected customers, with a daily cap, and live streams need a funded account or a bet on the race.
New customers only. Opt in, deposit £10 or more and place a first sports bet of £10 or more at odds of evens (2.0) or bigger within 7 days of registering; each-way bets need £10 each way. Virtual sports, esports and non-UK/Irish horse racing excluded; free bets, profit or odds boosts, void, cashed-out (including partial) and system bets do not qualify. Once settled, receive 4 × £10 free bets: 2 × £10 football accas (4+ selections) and 2 × £10 sports multiples (2+ selections). Free bets expire after 7 days; free bet stakes not returned. Cannot be combined with other offers. T&Cs apply. 18+. GambleAware.org
No. 3
3. LiveScore Bet: scores and betting in a single app
From score app to sportsbook
LiveScore's betting arm was licensed by the Gambling Commission in June 2020. Its selling point is obvious to anyone who already checks scores on LiveScore: live results and betting sit side by side. The app rates 4.7 from 11,510 ratings.
Racing and payments
UK and Irish racing streams through Racing Post pictures, and Best Odds Guaranteed applies to UK and Irish racing from 10am. Payments are limited to Visa and Mastercard debit cards and PayPal. LiveScore Group also owns Virgin Bet.
New members only. Min first deposit £10 within 14 days of sign-up. £10+ bet on sports (ex. Virtuals) 1.5 min odds, settled within 14 days. Free Bets: accept in 7 days, valid 7 days; £20 use on sportsbook, £10 on Bet Builder. Stake not returned. Deposits by prepaid, disposable or virtual cards, or unidentifiable debit cards, excluded. T&Cs apply. Bet Responsibly. 18+. GambleAware.org
No. 4
4. Midnite: an app-first newcomer for bet builders
From esports to the Premier League
Midnite was founded in 2018 as an esports betting brand and has since built out a full sportsbook. The app is the product: 4.7 from 14,167 ratings, with Bet Builder, Acca Assist, bet boosts and cash out to the fore. Payments include PayPal, Apple Pay, Google Pay and Trustly.
Thin for racing
Best Odds Guaranteed is by invitation only and there are no horse racing streams, though selected races carry extra places and price boosts. A £25,000 daily payout cap applies across all betting. Football punters will be happier here than racing ones.
New UK customers only. Register with Promo Code BETGET30, deposit £10 or more and place a sportsbook bet of £10 or more at odds of 1/1 (2.0) or bigger within 14 days of sign-up. Singles, accas and Bet Builders qualify; each-way, virtual sports, void, cashed-out and free-bet-funded bets do not. £30 in free bets credited on settlement: 1 × £10 single (min odds 1/1), 3 × £5 pre-match Bet Builders (3+ selections, min odds 3/1) and 1 × £5 pre-match acca (4+ selections, min odds 4/1). Free bets expire 7 days after credit. Cannot be combined with other promotions. T&Cs apply. 18+. GambleAware.org
No. 5
5. AK Bets: a new racing bookmaker with its own licence
Irish roots, British licence
AK Bets, the Irish-based bookmaker founded by Anthony Kaminskas, previously traded in Britain under Star Racing's licence and secured its own Gambling Commission licence in March 2025. It is a racing-led operation, with selected UK and Irish meetings streamed and a Trader Chat feature for talking to the trading team.
What it lacks
There is no Best Odds Guaranteed, payments run to debit cards, bank transfer and Revolut, and the iOS app has only a handful of ratings. The welcome offer is a winnings boost on a first accumulator rather than free bets.
New customers only. Use Promo Code AKACCA100. Min deposit applies. Your first bet must be an accumulator of three or more selections at combined odds of evens (2.0) or bigger. If it wins, 25% of the winnings is credited as a free bet, up to £100, within 24 hours of settlement. Free bet expires after 7 days. T&Cs apply. 18+. GambleAware.org
No. 6
6. easyBet: the newest exchange-powered bookmaker
Stelios meets Matchbook
easyBet launched in October 2024 as a partnership between Sir Stelios Haji-Ioannou's easyGroup and Matchbook. It runs as a white label of Triplebet Limited, the Matchbook operator, and its sports product sits on exchange technology. The homepage now leads with Yes/No trending markets.
Racing coverage
Racing from Britain and Ireland, South Africa and the USA is covered, with in-play betting, and easyBet says it streams every track it prices. No Best Odds Guaranteed promise is published. The welcome offer requires Promo Code EB20 at registration.
New customers only. Register with Promo Code EB20. To qualify for free bets, place and settle £20 on easyBet markets across at least two different sporting events, at odds of 2.0 or more. Singles, multiples and Bet Builders count. Bets must be placed and settled before the promotion's closing date. First deposits by Skrill, Neteller or Paysafecard do not qualify. T&Cs apply. 18+. GambleAware.org
No. 7
7. Highbet: a relaunched betting site on a new licence
A brand with a past
Highbet first launched in 2021. Its original licence holder, AG Communications, was ordered by the Gambling Commission in February 2025 to divest and pay £1,407,834. The brand was relaunched in 2025 as a white label of SCGO Limited, whose own record on the register is clean.
The offer, and the reviews
The welcome offer is an escalating ladder of free bets, where each winning token earns the next. There are no racing streams, Best Odds Guaranteed is not confirmed, and Trustpilot reviews include withdrawal complaints. Proceed with your eyes open.
New customers only. Deposit £10+ in a single debit-card transaction and place a first real-money bet of £10+ at odds of 2.0 (evens) or bigger within 7 days of registering. Bets on BetBuilder, cash out, Bet Boost, Enhanced Acca, virtual and special markets, bonus-funded bets and bets with a void selection do not qualify. When the qualifying bet settles, win or lose, receive 3 × £10 Kick Off free bets for accumulators of 4+ legs at 4.0 or bigger (min 1.30 per leg). A winning Kick Off free bet earns one £10 Pro free bet; a winning Pro earns a £10 Elite free bet; a winning Elite earns a £10 Champion free bet. Max payout £60 on each Pro, Elite and Champion free bet. Full T&Cs apply. 18+. GambleAware.org
No. 8
8. 247Bet: the newest bookmaker on our list
Launched in August 2025
247Bet is the youngest brand here, launched by Casimba Gaming on White Hat Gaming's UK licence. The sportsbook runs on Altenar's platform, with a casino on the same account.
Too early to recommend
The sports welcome offer is a 100% first-deposit match up to £50, with 5x wagering on bonus and deposit. There is no Best Odds Guaranteed and no confirmed racing streams, and it scores lowest of the eight.
New players only. Opt-in required. Min deposit £20. Offer is 100% match bonus up to £50 on your first deposit. Bonus funds can be used on a real money sports bet with minimal odds of 3/4 (1.75 decimal) or higher, any sport except virtuals, boosted odds, handicap, & draw no bet markets. Bonus funds are separate to cash funds and subject to 5x wagering requirement (bonus + deposit). Only bonus funds count toward wagering contribution. Bonus funds must be used within 30 days. Affordability checks apply. Terms apply. 18+. GambleAware.org
Checklist
What to check before joining a new bookmaker
The licence. Search the brand on the Gambling Commission public register and check the website domain is listed as active. Note the licence holder: it may not share the brand's name.
Regulatory actions. The register also lists fines and other sanctions against each licence holder. Highbet's history shows why it is worth a look.
The offer terms. Newer brands often lead with large headline offers. Check the qualifying odds, expiry, leg requirements and any wagering, and compare them on our free bets and betting offers page.
Withdrawals. Look for published withdrawal times and methods, and read recent customer reviews for complaints about payouts.
The app. A rating built on a dozen reviews tells you little; one built on thousands tells you more. Our betting apps guide lists the App Store rating of every brand we review.
Racing concessions. If you bet on horses, check for Best Odds Guaranteed, extra places and streaming. Most of the newer names are thinner here than the established firms in our horse racing betting sites ranking.
Safer gambling tools. Deposit limits, time-outs and self-exclusion are licence requirements; set them before your first bet.
Explainer
White-label betting sites explained
Many new bookmakers do not hold a licence of their own. Instead they trade as a white label: a brand owner supplies the name and the marketing, while an established licence holder runs the platform, handles payments and checks, and takes responsibility under its Gambling Commission licence. On the public register, the brand's domain appears as a white label under the licence holder's account.
Several brands on this page work that way. easyBet runs under Triplebet, Highbet under SCGO and 247Bet under White Hat Gaming. Betano trades on BVGroup's licence. None of that makes a site unsafe, but it tells you who you are really dealing with, and the licence holder's record is the one to check.
18+. Only bet with operators licensed by the UK Gambling Commission. For free, confidential support visit GambleAware.org.
Questions
New betting sites FAQs
What is the best new betting site in the UK?
On our scores, Betano, which launched in spring 2024 with a 4.8-rated app and a football-led welcome offer, followed by BetMGM; both score 7 out of 10.
What is the newest bookmaker on this page?
247Bet, launched in August 2025 on White Hat Gaming's licence. AK Bets gained its own UK licence in March 2025, and Highbet relaunched under a new licence holder in 2025.
Are new betting sites safe?
A new site licensed by the UK Gambling Commission must meet the same rules as any established firm. Check the licence holder and any regulatory actions on the public register before you deposit.
What is a white-label betting site?
A brand that trades under another company's licence. The licence holder runs the platform and is responsible for the gambling; the brand owner provides the name and marketing.
Which new betting site is best for horse racing?
Of the newer names, Betano streams racing from Britain, Ireland and further afield, and AK Bets is racing-led with selected UK and Irish streams. For racing, the established firms in our horse racing betting sites ranking still lead.
Do new bookmakers offer better welcome offers?
Sometimes bigger, rarely simpler. Compare the qualifying odds, expiry and leg requirements rather than the headline figure.
18+ Please gamble responsibly. Set deposit limits, take breaks, and never chase losses. Free, confidential help: GambleAware.org · GamCare 0808 8020 133 · GAMSTOP.
