These pages are dedicated to some of the newer bookmakers that I consider to be most worthy of your time. I’ve told you all about the different free bets that you can get, given you a bit of info about how the bookie works and what their website is like and more. I’ve also written some pages that tell you all about the different types of offers and features that you’ll be able to find if you have look around the place.
All of the sites listed here are UK licensed and accept UK players.
Best New Betting Sites
| Bookmaker | New Customers (T&C's Apply, 18+) | Owner | Location | Visit | |
|---|---|---|---|---|---|
 | 50% Back as Free Bet Up to £50 | Taichi Tech Limited | Reading, UK | Visit T&C's Apply | |
| 18+ New Customer only. Register with Fafabet and get 50% back as a free bet up to £50+20 casino bonus. Deposit and bet on Sportsbook markets of your choice at odds of evens 1/1 (2.00) or greater is required to qualify for the max free bet, which is based on first day losses. Even a single £10 bet at minimum odds, secures a £5 Free Bet & 5 Free Spins. T&Cs apply. #ad | |||||
 | Bet £10 Get £40 | Copybet UK Limited | London, UK | Visit T&C's Apply | |
| 18+ only. New customers only. For verified UK clients only. The qualifying bet should start at £10 and have 1.5 or greater odds. Following the qualifying bet, you will receive 4 free bets that can be used one after another. Each free bet lasts for 7 days. Single bet only. Pre-Match or Live. No Cash-Out. Max payout – £500. #ad | |||||
 | Bet £10 Get £20 | Football Pools Limited | Liverpool, UK | Visit T&C's Apply | |
| 18+, UK only. New mobile customers only. Qualifying stake 4/5 or bigger, 2 x £10 free bets credited next day, 7 day expiry. Full T&Cs apply. #ad | |||||
 | 10% Cashback Always | L&L Europe Ltd | Malta | Visit T&C's Apply | |
| Cashback is cash without restrictions. Full T&C's apply. No Max cashout. Gambling can be addictive. Play responsibly. T&C's apply. 18+ #ad | |||||
 | Bet £15, Get £15 Free Bet | Aspire Global | Malta | Visit T&C's Apply | |
| New Players only. Max. Free Bet Token amount: £15. Minimum Deposit: £15. Minimum wagering on Sport to activate the Free Bet Token: £15. Full T&C's apply. #ad | |||||
 | £5 Stake Back as a Free Bet | EU Lotto Ltd | Gibraltar | Visit T&C's Apply | |
| This offer is valid to new sports customers only until 31/12/2023 22:59 GMT. Valid once for players who have opted in before placing their first bet. If a player’s first bet loses, a £5 Free Bet will be assigned to their account. Does not apply to players’ first settled bet, if you place more than 1 bet. Only 1st placed bet will be counted. The minimum bet to qualify is £5. The maximum Free Bet amount from this promotion is £5. Free Bets will be assigned to your account as a free bet within 72 hours of bet being settled. Please Gamble Responsibly. T&Cs apply #ad | |||||
 | Bet £15, Get £10 Free Bet | Aspire Global | Malta | Visit T&C's Apply | |
| New customers only. Max. one £10 free bet. Qualifying bets must be placed at odds of 1/1 (2.00) or greater. Paid as bonus token with min. 4/5 (1.80) Odds req. T&CS APPLY. 18+ #ad | |||||
 | Bet £25 Get £10 | Playbook Gaming | London, UK | Visit | |
| 18+ only. New customers only. 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 the following day. BeGambleAware.org. Full terms apply. #ad | |||||
 | Bet £10 Get £20 | LiveScore Betting & Gaming | Gibraltar | Visit T&C's Apply | |
| New members. Offer not available 15/04/23. £10 min deposit & bet on sportsbook, placed & settled at 1.5 min odds within 14 days of sign-up. Win part of the E/W bets. 2 non-withdrawable £10 Free Bet Tokens: accept in 7 days, valid for 7 days from acceptance (ex E/Ws & Multiples), stakes not returned. Click here for full T&Cs. Bet Responsibly. BeGambleAware.org. 18+ #ad | |||||
 | Bet £10 Get £20 In Free Bets | Virgin Bet Limited | Gibraltar | Visit T&C's Apply | |
| New members. £10 min deposit & bet on sportsbook, placed & settled at 1.5 min odds within 14 days of sign-up. Win part of E/W bets. 2 non-withdrawable £10 Free Bet Tokens: accept in 7 days, valid for 7 days from acceptance (ex. E/Ws & Multiples), stakes not returned. Click here for Rules & Exclusions. Bet Responsibly. BeGambleAware.org, 18+ #ad | |||||
 | £60 Free Bet (up to) | Bet21 Limited | London, UK | Visit T&C's Apply | |
| 18+ New customers only. GB & ROI customers only. Promo code NEWWELCOME60 must be used. Certain bet types are excluded. 3 qualifying bets of £10 or more required within 3 calendar days of registration. Bets must be placed and settled on the same day as the event. 50% back based on net losses after 3 calendar days or if you reach £120 of net losses before 3 days is up, you will receive your Free Bet the following day. Your Free Bet will expire after 7 days. Free Bet is £1min, capped at £60. Restrictions + T&Cs apply. #ad | |||||
 | Football: Bet £10 Get £30 | Parimatch (operated by BetVictor) | Cyprus | Visit T&C's Apply | |
| 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. Card payments only. T&Cs apply, see below. begambleaware.org | Please gamble responsibly #ad | |||||
 | 10% Cashback Always | L&L Europe Ltd | Malta | Visit | |
| Cashback is cash without restrictions. Full T&C's apply. No Max cashout. Gambling can be addictive. Play responsibly. T&C's apply. 18+ #ad | |||||
 | Bet £10 Get £10 | Aspire Global & Marketplay Ltd | Malta | Visit T&C's Apply | |
| 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. #ad | |||||
 | Bet £20 Get £50 | Progress Play | Cyprus | Visit | |
| 18+ | UK New Players Only | Opt-in Required | Min £20 qualifying bets, stake not returned | Free bet – one-time stake of £50, min odds 1.7, stake not returned | Bonus Code: FBSBET | 1X wager the winnings | Wager from real balance first | Wager calculated on bonus bets only | Max conversion: £200 | Valid for 7 Days from issue | Excluded Skrill & Neteller deposits | Withdrawal requests voids all active/pending bonuses | Full Terms apply #ad | |||||
 | Up To £50 Free Bet & 10 Spins | Fitzdares Ltd | London, UK | Visit | |
| New customers only aged 21+. Minimum deposit £10. Qualifying bet must be placed at odds of evens (2.0) or greater. Get 50% back on first day losses as a free bet up to £50 plus 10 free spins on Reel King, credited within 24 hours. Free Bet and Spins expire in 7 days. T&Cs apply. Please bet responsibly. #ad | |||||
 | Bet £10 Get £20 (4 x £5) | Entain | Gibraltar | Visit T&C's Apply | |
| 18+ . New customers only. UK residents only. Minimum deposit £10. Minimum eligible bet £10. Min odds: 2.00. Free bets and bonus credited on eligible bet settlement. Free bet stakes are not included in returns. Casino bonus wagering is 50x and the bonus expires in 30 days. Free bets expire in 7 days. Certain deposit types are excluded. T&Cs apply. begambleaware.org #ad | |||||
 | 50% Loses Up To £25 Free Bet | Goodwin Racing Limited | Uckfield, UK | Visit T&C's Apply | |
| 18+. New accounts only. New customers must have a minimum of 3 bets of £10 at odds of evens(2.0) or bigger on first day. First day losses equals all losing stakes less all returns and the day finishes at 23:59. Free bets must be entirely used and stakes are deducted from returns. Free bets expire after 7 days and are non-withdrawable. Full T&Cs apply. Begambleaware.org #ad | |||||
 | Bet £10 Get £10 | Aspire Global & Marketplay Ltd | Malta | Visit T&C's Apply | |
| 18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit,: £10, max £20 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 #ad | |||||
 | Bet £10 Get £10 | Aspire Global & Marketplay Ltd | Malta | Visit T&C's Apply | |
| 18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit,: £10, max £20 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 #ad | |||||
 | Up To £35 Free Bet + 10 Spins | Belbridge Consultancy | Ireland | Visit T&C's Apply | |
| We've enhanced our Sportsbook Welcome Offer, giving new UK customers the opportunity to get 50% back as a Free Bet up to £35 plus 10 Free Spins! T&Cs apply | 18+ New UK Customers Only | BeGambleAware.org #ad | |||||
 | Bet £10 Get £15 | Aspire Global & Marketplay Ltd | Malta | Visit T&C's Apply | |
| 18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit: £10, max £15 bonus, valid for 14 days, bets must be placed at a min. odds of 1/1 (2.00) or greater and be settled within 14 days of placement. System bets not eligible. #ad | |||||
 | Bet £10 Get £20 & 20 Spins | Vivaro Limited | Malta | Visit T&C's Apply | |
| Only available to new, verified customers residing in the UK. Place a first ever sports bet (£10 min. stake, single or multiple bets, min odds 1.4. Get 2x£5 in free sports bets, £10 in bonus money at casino and 20 free spins (£0.10 per spin) on eligible NetEnt slots. Payment method restrictions apply. T&Cs apply. #ad | |||||
 | Bet £10 Get £30 | Eaton Gate Gaming Limited | London, UK | Visit T&C's Apply | |
| New customers & 18+ only. Min. deposit of £10. Qualifying real money bet of £10. Min odds greater than or equal to 1.5 required. E/W bets excluded. Offer awarded immediately but could be issued the next working day in exceptional circumstances such as technical fault. Additional T&Cs apply. Please gamble responsibly. #ad | |||||
 | 100% Profit Boost Up To £100 | LeoVegas Gaming | Malta | Visit | |
| T&Cs apply. New reg only. Claim by placing a min deposit £10 via "My Offers" page within 30 days. Skrill/Neteller deposits excl. 7 days to stake max £10 in-play. Max. extra winnings £100. 18+ BeGambleAware.org. #ad | |||||
How To Choose A New Online Bookmaker
But how do bookmakers get started in the first place? How easy or otherwise is it for a company to start up a new site? Are there any guarantees in place to ensure that your money will be safe if you decide to take a punt on a new venture? How do they get a UK Gambling Commission license? Perhaps what you’ll be most interested in is how I vet them before choosing to recommend them to you on this site. Well hopefully I’ll be able to answer all of those questions here.
How Easy Is It To Start A New Betting Site?
The answer to this question largely depends on how reputable the person creating the site is choosing to be. Obviously they have to be pretty damn reputable in order for me to be interested in talking about them, but not everyone is that scrupulous. It’s why I recommend you only use bookmakers I’ve talked about if you want to ensure your money is safe.
There are companies out there that specifically work in helping people to set-up new gambling sites. That means that people without the first clue what they’re doing can have an online site in no time at all. Many new sites are known as White Labels, these sites that use software platofrms to provide all or some of their product. There is nothing wrong with a white label but it is worth being aware of what they are otherwise you can end up signing up to very simialr sites. Read out these brands and sportsbook software providers on our White Label Betting Sites page.
Of course if people want to operate their site within the UK or have UK residents placing bets on it then they’ll need to get a license (or work with a platform that already has a license). I’ll talk about that in a bit more detail shortly, but if you can’t see evidence of a licence then I wouldn’t go anywhere near the site no matter what they’re promising you.
It’s worth noting that there are different types of betting sites, with your run-of-the-mill casino style sites significantly easier to get going than a fully blown bookmaker’s site, complete with sports book and so on. It’s still easy enough for someone untrustworthy to do it, though, so do make sure you check out their background before jumping into metaphorical bed with them.
How Do NEw Sites Get A UK License?
I have looked at Gambling Licences in detail elsewhere on the site, so I won’t go over old ground here. What I will say is that it isn’t all that easy get a license to operate in the UK and it’s a criminal offence to operate without one in this country.
There are numerous conditions that must be met in order for a company to be granted a license. They have a social and moral responsibility to look after their customers, as well as a legal responsibility to prove that they’re not money laundering. If companies don’t do exactly that then they’ll find themselves victim of some regulatory actions.
However let me answer the above question as simply as possible: How do sites get a UK license? They apply for one. They need to prove certain things and make specific promises, with the Gambling Commission investigating them to ensure that they have answered honestly. If they pass meet the criteria then there’s a strong chance their license will be granted.
What Guarantees Are There For Your Money?
If a company takes money for the purposes of gambling then they need to outline how and where that money is held in their terms and conditions. Your money is actually not protected by the government if it’s been deposited with a gambling company in the same way as it is with a bank, for example.
Companies are required to keep your money in a separate account to their business account, but they do not have to guarantee you’ll get your money back if they go bust in order to get a gambling license. In fact, there are three levels of protection and you may want to have a look at which one each bookie offers before deciding who to bet with.
Basic Cover means nothing, to be honest. Your funds will be held in a separate account but if the bookie goes bust then that money will be seen as being part of the business and you’ll lose it. Medium Cover is a little more reliable, with companies normally having insurance to mean that you’ll get your money back if something bad happens. The best one is High Cover. This ensures that your money is not only in an account that is separate from the rest of the business but is also controlled by an entirely external person or company.
How Do We Vet New Betting Websites?
I would guess this is what you’ll be most interested in when you consider the fact that I’m giving you advice about who to place bets with. After all, you have no idea who I am, so it’s only fair that I explain what processes I go through before recommending a bookmaker on here.
Firstly, I do a lot of research. I not only look into the initial company but also their holding companies and backers. I have a look at their history and explore whether anyone associated with the site has ever had a ‘dodgy’ past. Have they been linked with companies that were set-up for a short period of time then disappeared without a trace, taking people’s money with them? If so they won’t feature on this site.
Obviously part of that also entails having a look at their UK Gambling License details and ensuring that everything on that front looks solid. When did they apply for it? How long have they held a license? If possible I also attempt to find out if any of the major players have applied for a license in the past and been turned down.
Once I’ve done all that I put them through the ultimate litmus test of all – the user experience. I join up to the site, place a few bets and see what the overall experience is like. How quick are they to pay any customer bonuses they’ve promised? Are they always fair with that, or do they try to renege on a deal somehow? How easy is it to place a bet?
I also go out of my way to put their customer support team through their paces. I want to know how quickly they respond to queries, how easy it is to get an answer and how often I’m left waiting before someone answers my questions.
One of the other things I like to do is make a deposit through a number of different means. If a bookie says that they accept PayPal, is that a decent way to put money into your account? Or is it just them having the option because it looks good and the actual experience is tricky to go through? Arguably even more important is how easy it is to withdraw your winnings. There’s no point placing bets and winning loads of money only to not be able to get it into your bank account without jumping through countless hoops!
Obviously some sites are easier to find out about than others. It’s also entirely fair to say that this isn’t an exhaustive list of things I do and stuff that I check. What I would say, though, is that I do my very best to double-check everything before I’m willing to talk about a site in favourable terms on these pages.
