List of New Betting Sites

This page shows you all of the betting sites that we have reviewed over the years at  This does not include the latest top ten sites, which can be found on our home page.

All the operators on this page are still new sites to UK punters, they may even be newer than those listed on the home page, we just reviewed them earlier.

Only sites that have passed our independent vetting procedures are shown and all sites are UK licensed, meaning they have passed various tests and adhere to legislation on safe and responsible gambling, protecting vulnerable groups, ensuring customers are not mislead and that their funds are kept in protected accounts.

Different Varieties Of New Sites

new betting sitesThe sites we list are predominantly new to UK based customers, which does not mean they are necessarily brand new, in many cased they may have been around for a while but are new to these shores.

We cover the following types of new betting companies:

  • Brand new sites that have launched at some point in the previous two years.  Usually these will be a minimum of 6 months old to ensure we have time to test them properly to make sure they are suitable.
  • New UK sites that may have been operating in other markets previously but have only recently acquired a UK licence.  These tend to be listed quicker as we are able to look into their track record.
  • New spin-off’s from existing UK betting companies, these sites tend to come ready made based on the existing resources and experience of the parent brand. We still however vet these sites to ensure they meet our criteria.
  • Re-vamped or re-launched sites that have undergone significant change to a degree where they could be considered to be a new option for customers.
  • Improved brands that failed initial vetting for any reason that has gone on to improve to a significant enough degree that we now feel they are good enough for our readers.
  • New acquisitions where a new company has significantly changed a brand or target market.

Independents, Platforms and White Labels

platformsThere are three major categories of new betting companies that you will encounter on this site; fully independent brands, partially managed sites that run on third-party platforms and full white labels.

Different levels of resources are required depending on what degree of control autonomy a company wants, but one type is not particularly better than another.  It all comes down to the owner and their commitment to their product and their customers and all sites undergo the same level of vetting from us before listing.

Independent New Site

To be truly independent requires deep pockets and a lot of time.  These brands do pretty much everything themselves in house.  This includes designing, building and running their own sportsbook platforms, odds, in-play, features, banking, customer support, compliance, offers, etc.

For a new company to be able to do this needs a lot of starting capital and a long period of time to develop and test the sites.  This is therefore the least common type of new betting site.

Independent sites can ultimately prove to be the best as they have complete control of how they design and run their site and who they want to market to.  Conversely however independent brands run into the most initial problems as they have more bugs to deal with when trying to amalgamate the many parts that make up an online bookie.

It is rare for independents to come online and when they do they attract a lot of interest.  We however will only list them when we consider them to be ready.

Independents are the most unique, as they don’t have to share their products, features and designs with other sites.

Third-Party Platforms & Managed Solutions

The majority of new sites are semi-independent.  This means the owners have their own gambling license and are responsible for payments and holding customer funds, but the platform on which he site runs is provided third party.

This is the most popular solution for new operators as they can control a lot of the brand products, markets and features but without the largest cost in terms of money and time, building a sportsbook platform.

You can read about each of the major sportbook platforms in our dedicated section.  There are many different providers (such as SBtech) but they all provide similar services.

At the lowest level a managed-solution may be almost entirely independent but may pull in the odds feed, in-play feed or some smaller aspects from the third-party platform.  At the other end of the spectrum the operator will use a lot of services provided by the platform (e.g. customer services, features and offers) but they themselves still own the side and are liable.

Sites that run on platforms can look very similar on the surface, but depending on the level of management they can be entirely different from each other under the surface.

Full White Labels

A full white label, or skin as they are sometimes referred to, are almost entirely managed by the platform provider, not the brand owner.  This includes the gambling license, meaning the ultimate liability and your funds are held by the platform-provider, not the site owner.

Launching a white label is the quickest way to get a new site going, as operators don’t need to apply for their own licenses, set up payment provision or build infrastructure.  A white label can be started with just a few staff and with the lowest initial set-up costs.

These sites however are by nature more generic, as they are far more restricted in he design, features and offers they can provide to customers.  They also have to pay relatively high fees to the platform itself.

White labels come and go more often than other more independent sites, but being a white label doesn’t in itself mean a brand is no good.  There are many great white labels out there with good owners and honest motivations.

You will tend to find as successful white labels grow they move to become more independent, switching first to a managed solution when they get their own licenses and then eventually to becoming more independent.

Our Criteria For Listing New Brands

vettingWe vet new brands on a number of levels, one of the biggest of which is if we ourselves wouldn’t use our own money to bet with these companies then we wouldn’t recommend them to you either.

We strive to list a variety of sites that suit a range of customers, but on the whole we try to look for brands that appeal to the majority of typical punters.  Below is a list of some to the biggest things we look for when scrutinising a new site:

  1. Market depth – Some sites cover all markets and some focus on a smaller selection of sports, but wither way we check to see if sites have sufficient depth to suit the majority of bettors, both pre-event and in-play.
  2. Features – There are many features available now to enhance a betting experience, such as cash-out, streaming, stats, news, blogs, bet builders, bet request, etc. Sites do not need to have every feature to be added, but they need to demonstrate they have sufficient tools for customers and that they are endeavouring to innovate and add more.
  3. Payment Options – People now like to fund accounts through various means, other than traditional bank cards.  We try to look for brands that provide different options from a range of payment providers, such as PayPal, Skrill, Netteller, etc.
  4. Limits – It is important that when you gamble you can do so with limits that suit you.  We therefore look for sites that have reasonable deposit and withdrawal limits, both minimums and maximums, to suit an average punter.  We also check payout maximums by sport to ensure big bets will be honoured.
  5. Timings – It is important to state clearly the timings involved in claiming and using offers, paying out winning bets, depositing and withdrawing.  If a site have unreasonably long processing times or unfair claim timings for offers then they will fail our vetting tests.
  6. Offers, Loyalty & VIP – When you join a site you will more often than not claim a welcome offer.  We test every offer ourselves to ensure they are fair and ultimately attainable for the average bettor.  It’s not all about new customers either and we check to make sure sites offer sufficient existing customer rewards and incentives following sign up.  We also check the terms of VIP and other loyalty programs to measure their fairness.
  7. Mobile vs Desktop – Many sites are now developed to be mobile first, this is a sign of the times as most people now wager using a mobile device.  Still, around half of regular bettors still use desktop sites, or access brands through a variety of different devices.  We look at new companies products across a range of platforms to check they will suit you whatever way you like to access a site.
  8. Games and Other Products – Gone are the days when sports and casino was an exclusive venture and we also know that punters now like to enjoy a range of products from their providers.  Almost all sites now offer some sort of gaming products and we check to see that there is enough variety to suit the vast majority.
  9. Unique – There has to be some sort of unique selling point for a website to be listed, and for this reason many white label clones fail our tests unless they can demonstrate they are providing something special.
  10. Responsible Gambling – It is not only a legal requirement to provide safe gambling tools it is also a moral obligation.  We all want to bet in a safe way but the very nature of gambling means it can be addictive.  We check that new sites are taking their responsibilities seriously and go beyond the basic legal requirements.

UK Licensed Only, But Why?

uk licensedWe are a UK based site and therefore we understand this market the best.  This means we are best placed to evaluate sites available to a British audience.  We also know a lot of our readers are based in the United Kingdom and it is a legal requirement for a betting site that accepts UK players to have a license.  If you choose to bet with a non-licensed brand you will be missing out on a lot of legal protections.

It is also belief is that if a site is good enough to operate in the UK it is good enough to recommend to anyone, and the majority of the sites we list also accept customers form other territories.

The UK is one of the safest places to gamble in the world due to stringent regulations and licensing laws.  These licenses are enforced by an independent body, the Gambling Commission, part of the government department of media, culture and sport.

By obtaining a GC licence a company is committing to:

  • Protect the vulnerable, this includes not allowing minors to gamble (under 18 years of age).
  • Prevent money laundering and money from criminal sources being used for gambling.
  • Protect customer funds by holding deposits in ring fenced or independent accounts that are not to be used for the day-to-day running of the company.  This ensures you get your money back if a company goes bust.
  • Take complaints seriously, both with vetted internal complaints procedures and policies and also by engaging with independent complaint bodies such as IBAS when issues cannot be settled directly.
  • Not mislead customers and promote an open industry through honest language, terms and promotions. The advertising standards authority (ASA) is also critical in ensuring adverts are fair, not aimed at children and that terms reflect the Committees of Advertising Practice (CAP) guidelines.
  • Paying tax into the economy. Betting sites must pay a 21% point of consumption tax on gambling from UK customers, this tax will be avoided if betting with an unlicensed brand.

All the sites we list will have a UK license and if any licenses are revoked those brands will immediately be removed from our lists.

You can check if a site has a UK gambling license by searching on the GC website, or by checking the bottom of the operators home page to see if they are showing their license.  It should look something like this:

gambling commission license example

If the brand you are betting with is a white label, or part of a network with a parent company, then the license may not be listed under the name of the site, but the site will be listed within the license document.

If a betting company is found to have not met its license responsibilities the GC also issue fines and in server cases will revoke licenses.  Some of these fines are enormous, in the tens of millions region, so operators take their commitments very seriously indeed.

It is not the responsibility of the gambling commission to check every website available in the UK, it is very much up to the customer to ensure you are betting with a licensed operator.  If you do bet with an unlicensed site and anything goes wrong it is highly unlikely you will have any legal recourse when trying to get your money back.

See our FAQ for more information about betting online.