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New Betting Companies in UK – The Best New UK Betting Companies in 2024

New UK betting companies spring up all the time. The ever-changing nature of the online betting world virtually ensures it.

Why should you opt to play at new UK bookmakers, instead of already existing, famous UK betting sites, though?

Which are the most popular new domains to head to and how do they stack up compared against seasoned, veteran bookies?

In this article, we will reveal all. We will look at what makes new betting websites in the UK in 2024 a hit.

We will showcase the criteria required for these sites, and weigh them up against the older, established domains. Let’s begin…

Our recommendation for new sportsbooks for UK players

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Your guide to new UK betting companies in 2024

New online betting sites in the UK appear regularly. Each year sees the launch of at least ten, arguably more bookies. In the long run, not all of them are going to go on to be amongst the best in the business.

However, we have put together a UK new betting companies list for you to peruse. Any new UK betting sites which fit the bill will appear on it, allowing you to rapidly choose the best sites to play at. This is, after all, your guide to the newest betting companies in the UK.

Best UK Betting Companies in 20 July 2024 – Updated List

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Rating 9.95 out of 10
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Rating 9.52 out of 10
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Rating 9.12 out of 10
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Rating 8.63 out of 10
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Rating 8.54 out of 10
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Rating 8.37 out of 10
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Rating 8.12 out of 10
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Rating 7.47 out of 10
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Rating 7.38 out of 10
Welcome bonus package: 1080% up to $220,000
Rating 7.16 out of 10

Why play at new UK betting companies over older, more experienced ones?

You might be wondering why you would bother playing at new sports betting sites in the UK, over older, more experienced domains. There are several reasons why you may wish to give it a go. Here is a list of reasons why new UK bookmakers stand out:

New bonuses and promotions

Experienced betting sites tend to be set in their ways in terms of the offers they provide. New betting companies in the UK may offer no deposit bonuses, specialised offers on sporting events and an array of promotions which you cannot find at established bookies.

Better value for money odds

Wagering on sports is the name of the game. Competitiveness is rife among bookies, and many new betting companies and new independent bookmakers have to offer better value for money odds than their famous counterparts if they wish to get ahead.

A higher number of betting markets

As well as more competitive odds, new bookies also have to expand their features to compete. This can mean that a more significant number of betting markets are available, spanning a larger number of sports.

An ample supply of payment methods

Some UK bookies only accept payment via specific options. Take PayPal betting sites in the UK, for instance. New betting companies tend to be more flexible in terms of the payment methods they accept, and many have better withdrawal limits than their older counterparts.

State of the art mobile betting technology

Established bookies may not want to go overboard with their mobile apps, as they have a long-term audience of older generation bettors. However, fresh young bookmakers wish to appeal to a younger audience, and this might mean ensuring that things are mobile-orientated for the younger generation.

Those are just some of the features you can expect to find in new sports bet sites in the UK. There are other criteria we look for in our online sports betting UK sites, too. Let’s look at those next.

How we determine the best new UK betting companies

Any of the latest betting companies in the UK which want to appear on our page have to jump through hoops to do so. We regularly test brand new UK betting companies in 2024 to ensure that their services are amongst the best around. This way, we can guarantee that you are playing at a top site. Here are a few of the things we look for…

Licensing and regulation

Top bookies must be licensed and legal. Only then can they be trusted. They must adhere to betting tax laws in the UK, and only accept players who are above the gambling age in the UK.

Software and setup

Our bookies must be easy to navigate, and they must feature recognisable software. We don’t accept bookies with so-so services or those offering poor user experience. If there is tricky betting terminology that UK players need to learn, we expect to see an FAQ covering this.

Odds and markets

We want to see football betting sites in the UK offer a myriad of options. Horse racing betting sites in the UK must cover all major events, and provide ample options. They must give you plenty of ways to pocket winnings on a variety of markets with competitive odds.

Fair bonuses and promotions

Aside from a wealth of promotions (UK deposit bonuses and reload offers UK), we want to see bookies offer reasonable terms and conditions, and exclusive one-off promos on specific sporting events. All the great bookies provide those, so new bookmakers in the UK should, too.

Virtual sports betting and in-play betting

Customers like the latest cutting edge betting options and virtual sports betting is all the rage. We naturally expect virtual sports betting and in-play betting to be part and parcel of the offerings of our recommended bookies.

Mobile betting options

UK mobile betting is hugely popular, and naturally, any top online bookie will ensure that their players can enjoy gaming on the go. Bookies which offer mobile betting via instant play sites are fine, but we do prefer to see dedicated mobile apps.

VIP and loyalty club

The best new bookies will reward their players for choosing them to bet with. While an extensive VIP club is a plus but not mandatory, we recommend sportsbooks which have some form of loyalty club and offers.

Signs for the future - New features at UK sportsbooks

Further Information

New UK betting sites appear regularly throughout the year. Some of the more common trends at new UK sportsbooks include e-sports betting, fast cashouts, and KYC (know your customer) procedures. The best new betting companies in the UK will also offer a degree of customisation, niche sports betting markets and bets. They should also be safe and trusted and on the list of bookies that don’t limit players without a valid reason.

Our top recommended UK online bookmakers in 2024

It is not just new gambling sites in the UK which excel, so we won’t pretend otherwise. Below you will find the top regulated UK online bookies in the UK gambling industry. Some of these are old favourites, and others are amongst the top new betting companies in the UK.

Any of these sites should work out a treat for you.

Rating 9.99 out of 10
888 Sport is notable for its vast markets and ample bets. An account with 888 Sport also gives you access to all their other betting options, such as casino, bingo, poker and more.
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William Hill
Rating 9.20 out of 10
This famous domain is the home of UK horse racing betting. William Hill‘s promotions also come with the fairest terms and conditions and live streaming is an option here.
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How to join a new UK betting company

Getting started at brand new betting companies, and claiming the best betting offers in the UK is a doddle. Just follow these short steps:

Step 1
Hit the “join” or “sign-up” button at your chosen bookie
Step 2
Fill out the registration e-form
Step 3
Submit the form and check your e-mail
Step 4
Confirm your account via the verification link
Step 5
Sign-in to your new account, head to the cashier page and deposit

Pros and Cons of New UK betting companies

There are pros and cons to playing at new online betting companies in the UK. Here are just a few of them:


  • No deposit bonuses tend to appear at new UK betting sites
  • New bookies may offer more competitive odds
  • A more extensive array of payment methods may be available
  • Many new betting companies offer a mobile-orientated experience


  • They are not as experienced as older sites
  • There is less information available about their services

Frequently Asked Questions about new UK betting companies:

Before joining new UK betting companies, check our new online bookies UK FAQ for answers to any questions you still have.

Provided that they are licensed, regulated and offer responsible gaming policies, new UK betting sites are trustworthy. All bookies on our website are safe to play at.

Many new bookmakers offer free bets with no deposit required to UK players. You can find free bet UK sportsbooks on our page.

Yes. If you have betting strategies that you use at experienced UK license bookmakers, they will work (or not work) just as well at new sites.

Yes. For example, new horse racing betting sites in the UK will offer at least the same service as older ones, but will often come carrying a few new features to boot.

A typical selection of new football betting sites in the UK will generally have more favourable odds than older ones, as they try to build up a fanbase. How favourable and competitive those odds are will vary from site to site.

Get started playing at new UK betting companies today!

You should, by now, know a lot about new UK betting companies. All that remains is for you to check out our list of new betting companies and read our reviews.

We’re confident that you will be able to find new UK bookmakers which fit the bill. Moreover, if you read our how to bet online from abroad guide, players out outside the UK will also learn how to take full advantage of these top sportsbooks.


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