Betting Sites UK | Best & New Online Bookmakers

We showcase the best new betting sites daily, with expert-reviewed analysis, updates on new and existing brands, and the major sporting betting events on TV.

New Betting Sites News Today.

Luke Bradshaw-Lee updates bookmaker content weekly and provides expert insights on newsworthy topics for accurate, current information.

What The Expert Says

We are now coming into the quieter time of the year sporting wise, but the action never stops at OLBG. I am constantly looking into new betting sites developments and updating our comparative ranking data.

- Luke Bradshaw Lee, Senior sports betting editor

Advantages of Considering a New UKGC-Licensed Bookmaker

Exploring new UKGC-licensed betting sites can offer a range of benefits that shouldn’t be overlooked. A fresh bookmaker provides an excellent opportunity to start with a clean slate and a fresh approach to a specific sport, odds and features that are tailored to your betting style

Switching to a newly licensed bookmaker introduces you to new welcome bonuses and promotional offers unavailable at sites you may already be registered with. New betting operators often attempt to differentiate themselves through innovative features, alternative market selections, and competitive odds.

New Betting Sites OLBG Have Reviewed

We review numerous UK-licensed betting sites each year, adding only those deemed worthy for OLBG readers. Some may have launched years prior, like Casimpo.

New Betting Site Reviews

Our list features newly added bookmakers to OLBG. Our expert reviews cover all aspects, comparing them to top industry leaders.

Consider popular betting features like bet builder, cash-out options, and best odds guaranteed for horse racing or greyhounds. These features can help you choose the best betting site for your style of bet.

🤝 Betting Exchanges

Betting exchanges rank highly for good odds and unrestricted bets. Key factors include market range, liquidity, and commission rates. Explore our detailed best betting exchanges guide to find your ideal site.

The best betting exchanges are:

1. Betfair

🤝 Founded in 2000, Betfair operates the world's largest online betting exchange, offering sports betting and online casino, as well as a fixed odds sportsbook.

2. Betdaq

🤝 Betdaq, an Irish gambling company founded in 2000, operates the world's second-largest online betting exchange and offers sports betting and online casino.

3. Smarkets

🤝 markets, a London-based, award-winning sports betting firm with modern approach to exchange betting offering huge market coverage.

4. Matchbook

🤝 Matchbook is a sports betting exchange prioritizing high-value returns and affordable commission rates, unique for offering exchange accumulators.

ALSO READ Betting Exchanges UK - The best sites in the UK

 📊 Spread Betting

Sports spread betting sites are few and far between, perhaps because spread betting is a rather complicated and potentially risky way of betting online. If you are an experienced bettor and would like to try it then take a look at our guide to help you to choose the best sports spread betting site.

The best sports spread betting sites are:

1. Sporting Index

📊 Sporting Index is a global leader in live sports betting. Founded in 1992 they offer exhilarating sports spread betting experience to a worldwide customer base.

2. Spreadex

📊 UK-based Spreadex offers sports and financial spread betting, sports fixed odds betting, and casino betting services in one platform. 

ALSO READ Best Sports Spread Betting Sites

💸 Cash Out

Bet365 dominates the cash out betting scene, offering bettors flexibility with full or partial cash out options before settlement. Features include Auto Cash Out when values hit specified thresholds and the "Edit My Bet" feature, enhancing user control.

4.4 / 5 1176 Ratings

Rate bet365

Bet365 offers premium cash-out options, including full, partial, Auto Cash Out, and

bet365 Review

• Full and partial cash out Auto Cash Out Edit My Bet

SEE OFFER bet365 Review

Other notable alternatives include Spreadex, known for its early bet settlement and partial cash out for fixed odds; Ladbrokes, offering cash out for various sports under specific conditions; BetVictor prioritizing early settlement; and Coral, focusing on pre-match and in-play cash outs, with certain exclusions.

ALSO READ Best Cash Out Betting Sites for Football and More

 🔨 Bet Builders

Bet365 stands out as a premier bet builder site, offering a vast selection and pricing for sports like tennis, rugby, and basketball. It supports in-play betting and combines multiples for accumulator fans, with an option for cashing out on all selections.

4.3 / 5 221 Ratings

Rate BetVictor

BetVictor's bet builder allows custom bets across multiple sports, including boxing and NFL, with options to tweet requests using a hashtag.

BetVictor Review

• Custom bets Multiple sports Tweet requests

SEE OFFER BetVictor Review

Other top alternatives include BetVictor, which covers varied sports and allows customization; Unibet, known for competitive odds and up to 12 selections; Betfair, offering a wide market range and flexible options; and Paddy Power, featuring the #whatodds function and a refund policy on certain bets.

ALSO READ The Best Betting Sites for Bet Builders

 🔄 In Play Betting

Bet365 stands out as the premier choice for in-play betting, offering a user-friendly platform with extensive sports markets including football, basketball, and tennis. Bet365 prioritizes clear odds and ease of use.

4.1 / 5 84 Ratings

Rate Virgin Bet

VirginBet focuses on competitive odds, diverse markets, and easy access to live streaming, prioritizing functionality over graphics.

Virgin Bet Review

• Competitive odds Diverse markets Live streaming

SEE OFFER Virgin Bet Review

Other top options include VirginBet for its straightforward interface and competitive odds, Parimatch for niche sports and in-play boosts, BoyleSports for its quick settlements and extensive markets, and Coral for broad sports coverage and comprehensive live betting features.

ALSO READ Top In-Play Betting Sites in the UK for 2025: A Guide to the Best Live-Betting Bookmakers

 🔝🏇 Best Odds Guaranteed

If you bet regularly on horse racing then you will know how important best odds guaranteed is. What is available, the terms and conditions attached and when you can and can't get access to it vary greatly by bookmaker. If you use best odds guaranteed then you should read our full guide here.

Following VBet's withdrawal of BOG, bet365 tops the list of best odds guaranteed bookies in the UK, offering unmatched rates on horse racing in the UK and Ireland. Their service begins at midnight, with no cap on additional winnings, and can be used in multiples.

4.4 / 5 1176 Ratings

Rate bet365

bet365 offers the stand out best odds guaranteed options on UK and Ireland horse racing, starting at 8:00am

bet365 Review

• 8:00am BOG Prices Best for Horse racing

SEE OFFER bet365 Review

BetVictor, NetBet and talkSPORT BET are notable alternatives because bet365 lacks multiples options. They all offer services from 9 am with a cap of £25,000, including multiples.

ALSO READ Best Odds Guaranteed Sites UK – Compare 27 Bookies’ BOG Times & Offers

Other Categories

For detailed analysis of the best bookies by other categories please follow the links to check out these guides on the best betting sites for

• Providing the best odds
• Acca insurance
• Asian Handicap Betting
• Lucky 15s
• Live Streaming
• Football Accumulators

Casino Games

If you like to play casino games alongside placing bets on sports, you may be looking for a strong betting site that offers a solid casino option too. The betting sites appearing highest in our best casino sites listing are 32Red, Quinnbet and Kwiff. You can separately look at our list of best casino sites.

The best sports betting sites for casino games are - Kwiff - 32Red - Quinnbet - Fitzdares - talkSPORTBet - BetVictor

We recommend that if you are looking for a new betting site to open you consider the following factors. How do you determine if your next new online bookie is

• Trustworthy 
• Reliable 
• Low Risk 
• Reputable 
• Player Friendly With Their Terms and Conditions 
• Everything Else You Want!

With each new online bookmaker we review, we go through each of these areas in detail as we form our review. 

🔒 Trustworthy 

There are over 80 online bookmakers licensed to operate in the UK. We only list UK licensed bookmakers to UK traffic on this site and if you live in the UK we would advise that you don't bet with any bookmakers which aren't licensed here. 

Non licensed betting sites may not adhere to the strict regulations laid down by the Gambling Commission and you may have trouble if you ever have a dispute with them.  We list the main ones on this page and you can check if betting sites hold a license at the Gambling Commission website.

Table showing top trusted betting sites according to trustpilot ratings 

✅ Reliable 

We don't list every licensed UK bookmaker on this page. Some we don't consider to be trustworthy and reliable. This could be for a number of reasons including failing to pay what is owed, changing terms and conditions, having a poor record of customer service. 

We prefer to list bookmakers along with the poor reviews where there we have seen that customers have had bad experiences. However sometimes the bookmakers are so poor in terms of trust that we don’t list them at all. 

🟢 Low Risk 

There are many new online bookies, some very small companies investing in growing a business in the UK. There are risks betting with small companies as they could potentially come into cash flow problems. However, if they are registered with the UK Gambling Commission, there will be certain criteria they need to meet to ensure that they can pay out their customers. The risk is lower with larger, more established companies.

Whilst some bookmakers on this page may not be well-known in the UK, they may be long-established global businesses. Our reviews will tell you more.

Whilst we have to mention it as a risk, it is very rare for bookmakers to close and not honour bets. Recent closures of bookies have typically been where other bookmakers have bought them out. Typically with these betting sites, balances have been returned to customers and bets have been paid out.

However, there have been occasions where ante post (long-term market) bets have been cancelled, and stakes returned. This can be extremely bad for punters who have obtained great value prices on events far into the future. We recommend that you are cautious about which betting sites you use to place your ante post bets. Do so with a bookmaker which is larger and less likely to go out of business or be taken over. Or even better, consider splitting your bet around several betting sites.

So rather than having £20 with one bookmaker, make four £5 bets with different bookies. This same advice is often made by our members when users are discussing how to avoid having their stakes limited by bookies.

🌟 Reputable

The best way to see this is from user experience. This is why we have collected over 500 user reviews across the different UK betting sites from the members here at OLBG. Read their experiences and how they rate each of the bookies before deciding if you will open a new account with that online bookmaker. Our users will often talk about their experiences with customer services and how any issues they had were dealt with.

👥 Player Friendly With Their Terms and Conditions

We have spent hundreds of hours trawling through terms and conditions, withdrawal policies, depositing terms, and so on for each of the betting sites we list so that we can provide you with all the details. Some bookmakers do make charges for certain withdrawals.

Some hit you with charges for not using your account (be careful here as some conditions can eventually clean out your funds if left for 6 months +). We don't want to scare you, as most of the bookmakers we list have fair terms and conditions and don't deviate too far from what would be industry standards. However, there are a few to watch out for.

Our users may well have highlighted any in their reviews, or our researchers will have found some in their hours of painstaking research. As part of our process, we also look at other review sites such as Trustpilot to identify any areas where customers aren’t happy with their bookmakers. Of course, this also helps us see positives and reasons why you may want to consider betting with the bookie being reviewed.

Check our bookmaker reviews before opening your next betting account to see if there are any terms and conditions, a good range of payment methods, charges, or withdrawal policies which you should look out for. If you have found something we haven’t highlighted, then please let us know by adding a review. You can join OLBG for free if you aren’t yet a member and review all the bookmakers listed here.

Everything else you want?

Think about what you want from your bookmaker and read the reviews to find users who have found that. Ask yourself, why would I open an account with this bookmaker AND bet with them regularly? That is the key. 

This page and the accompanying detailed guides are packed full of information to help you to find the best betting site for your needs. Opening lots of accounts and trying them out is an alternative to reading our guides and we are aware that some people may wish to do this and take advantage of the welcome offers available. 

Most betting sites provide a welcome offer when you register an account with them. This is sometimes called a free bet or a bonus. We discuss these in more detail on our free bets page but for your convenience here are some of the best betting sites offers available now. 

Bet £10, Get £40 in Free Bets SBK Sports Sign Up Offer Guide

SEE OFFER

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.
#ad. 18+, gambleaware.org, T&Cs Apply

Bet £10 Get £20 in Free Bets

SEE OFFER

18+. New customers only. Opt in, deposit & bet £10 or more on any sports market at minimum 1/1 odds within 7 days of registration. No cash out. Get £20 in sports Free Bets with 7 days expiry. Click for T&Cs. gambleaware.org. Please gamble responsibly.
#ad. 18+, gambleaware.org, T&Cs Apply

Bet £10, Get £50 in Free Bets Betfred Promo Code Guide

SEE OFFER

New customers only. Register, deposit with Debit Card, and place first bet £10+ at Evens (2.0)+ on Sports within 7 days to get 3 x £10 in Sports Free Bets & 2 x £10 in Acca Free Bets within 10 hours of settlement. 7-day expiry. Eligibility exclusions & T&Cs Apply.
#ad. 18+, gambleaware.org, T&Cs Apply

Get £30 in Free Bets when you bet £10 Betano Promo Code Guide

SEE OFFER

18+ New Customers Only. Opt in and bet £10 (odds 2.00+) within 3 days of sign up. No cash-out. Get 3x£10 Free Bets for set markets (odds 2.0+) which expire in 5 days. T&Cs apply. GambleAware.org | Please gamble responsibly
#ad. 18+, gambleaware.org, T&Cs Apply

Bet £10, Get £40 in Free Bets BetMGM Sports Bonus Code Guide

SEE 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+. T&Cs apply.
#ad. 18+, gambleaware.org, T&Cs Apply

Make sure you are familiar with the terms and conditions when you register with an online bookmaker. Here is a selection of questions you should consider when looking through online bookmaker terms and conditions and particularly when assessing the customer offers available.

• Minimum deposit requirements.
• Deposit and withdrawal methods accepted.
• Options for withdrawals from betting account.
• Are fees charged to deposits on betting account?
• Are fees charged to withdrawals from betting account?
• Minimum bet amount taken.
• Maximum winnings allowed.
• Rules for the individual bet you place, especially rules for when bets are voided.

I want a site similar to my existing bookmaker

It may be that you have been quite happy with your existing online betting site but would like a change. Maybe you want to try a similar site to see if you prefer betting elsewhere, maybe you have had issues with your existing bookmaker.

 In recent times it has been common that people have been asked for proof of affordability and rather than provide such documents have looked elsewhere to bet. For whatever reasons, we are seeing many people looking for a similar bookmaker to the one they have. So here we try to answer some of those questions. 

What sites are similar to William Hill?

William Hill is a popular high street betting shop that has developed a great online offering. If you are looking for a strong UK brand then a similar offering is available with Ladbrokes or Betfred. 

What sites are similar to Betfair?

Betfair differs from many other UK betting sites as it also has the betting exchange offering. If you are looking for a similar betting exchange to Betfair then we would recommend Matchbook or SMarkets. They are both good alternatives for the exchange. If you bet on fixed odds and are looking for an online sportsbook offering then a similar site would be bet365 or BetVictor.

What sites are similar to Ladbrokes?

As a well known UK high street bookmaker with a reputation for good customer service, trust and reliability we would suggest that William Hill would be a similar alternative to Ladbrokes.

What sites are similar to bet365?

bet365 is such a popular online bookmaker that many sports bettors are on the look out for a similar site to bet365 or a better site than bet365. If you are looking for a large UK focused online bookmaker which provides good odds, a great range of markets and top in play betting then we would say that BetVictor is a similar site to bet365.

Funding your betting account varies, typically starting at a £5 minimum. Withdrawal returns usually match the deposit method. Compliance with money laundering laws might require additional details, especially for different withdrawal methods. Check our reviews for specific deposit information.

ALSO READ Guide to Safe and Secure Online Betting Site Payment Methods

Pay by Phone

Paying by phone with services like Boku or Payforit offers secure, fast deposits without bank details. Check T&Cs for free bet eligibility. Use your mobile bill to fund betting accounts without an eWallet.

ALSO READ Best Pay by Phone Betting Sites

PayPal

Most UK bookies accept PayPal, the most popular e-wallet for sports bettors. Some people like to use it to keep betting transactions off their bank statements, while others find it a much faster way to deposit money in and out of betting sites. Be aware that using PayPal could exclude you from welcome offers with some bookies.

ALSO READ Best PayPal Betting Sites

Apple Pay

Many of the larger online betting sites support Apple Pay, and it's likely to be available on more sites soon. Deposit and withdrawal times will be the same as the bank cards being used through Apple Pay.

ALSO READ Best Apple Pay Betting Sites

Google Pay

Google Pay offers a simple and safe method for deposits and withdrawals at UK sportsbooks, though not universally accepted. Check each sportsbook for specific limits and processing times.

ALSO READ Best Google Pay Betting Sites

PaySafeCard

These are prepaid cards which can be used to fund online betting accounts. Fees aren't charged for deposits and so these are a popular way to fund online accounts for those who don't use bank cards.

ALSO READ Best PaysafeCard Betting Sites

Debit Cards

A debit card is the most common deposit method for online betting sites, this is a straight transfer from a UK bank account. Bookmakers or any gambling companies are no longer allowed to accept credit cards as a deposit method. 

👍 Responsible Gambling, Identification & Affordability Checks

The Gambling Commission's tighter regulations increase user protection in online betting, leading to stricter ID verification processes. When opening new accounts or placing large bets, you might need to provide documents for verification, ensuring a safer betting environment.

For large bets or deposits, betting sites may perform affordability and money laundering checks, requiring pay slips or proof of funds. These requests are standard for compliance, ensuring responsible gambling practices and avoiding fines.

Here are some common tips to help you with gambling responsibly online. For more information,take a look at our detailed responsible gambling guide. 

✋ When The Fun Stops Stop 🛑

You will have seen this slogan used by online bookmakers frequently over recent years. It is trying to get across the serious point that if you aren't enjoying gambling, you should stop immediately. You can use a process of self-evaluation to help you to understand if you have a gambling problem. There is a great tool at Gamcare. 

If you believe you have a problem, there is always someone to talk to at begambleaware. They can offer great advice, including helping you to self-exclude. There is a valuable service called Gamstop, which allows you to exclude all betting companies signed up to the program for a period of your choice. All UK-licensed bookmakers on this site will be part of the GamStop programme. For this reason (and many others) you should never join betting sites not on GamStop.

 🔚Set Limits and Use Bookmaker Tools

We strongly recommend that you record your gambling and set yourself limits. Only bet what you can afford to lose. Online betting sites have started to offer a number of tools to help you with this including 

• Deposit Limits 
• Session Limits
• Account History 
• Time Outs

Using playing time notifications to remind you how long you have been gambling and when to stop is a useful tool and so is setting a specific loss amount you are happy with in advance.

When looking for the best betting site for you, the key areas to consider are 

• ✅ OLBG experts analysis of best sites overall and best by the sport and category which you are most interested in
• 💬 OLBG user reviews to see what regular bettors say about their experiences at each site 
• 💳 The payment methods which you want to use and which sites support them
• 🔒 How Trustworthy, Reliable and Reputable each site is

The quick summary and conclusion from all our analysis is that these are the best betting sites in each category.