There are at least 57 betting sites licensed for the UK markets, accounting for about £3.1 billion gross gambling yield (GGY) alongside bingo and the casino sector. Some remote bookies such as Boylesports and BetVictor started almost a century ago as betting shops. They were the pioneers of online gambling during the internet boom. Others, however, only launched less than a decade ago. Yet, they are just as good as the big fish, proving more innovative in select areas.
In this review, we look at the newest betting sites that are carving out a great reputation within the punter community in the UK. We also let you know the factors we consider in our ranking, whether signing up on a new betting site is worth it, and the gambling websites providers you want to steer off.
We have to use criteria for picking the best new bet sites, or this review wouldn't make any sense. The few points below are the factors that matter the most to a punter, so you may use them when selecting your favourite bookie.
Legitimacy and Security
Nothing would make it into this list that we didn't think was legit. A legitimate new bookie, in our case, has to be licensed for the UK market by a trusted authority such as the UK Gambling Commission or the Malta Gambling Authority.
Regulation by trusted authorities also shows that the new betting site is secure. They had to meet specific safety criteria in adherence to fair play, data privacy, timely payouts, and customer support before getting the licence.
History and Reputation
Complimenting the legality of the bookmakers is their reputation. You don't want to go with a betting site that has only recently had outages. Some such as 666Bet, or MoPlay have even gone bust, yet they were perceived as high profile. An unreliable site could go six feet under along with your money at any time.
Moreover, this reputation should extend to the ability to keep things running smoothly during busy seasons with the help of redundancy technology.
Welcome Bonus and Existing Customer Promotions
With dozens of new betting sites to pick from, you are spoilt for choices and should, therefore, not have to settle for anything less.
Bookmakers that pride themselves as competent should keep exciting betting offers and promotions coming your way all week, including a welcome offer when signing up, Acca Insurance, Best Odds Guaranteed, and Odds Boosts, among others.
We are talking about the ease and flexibility of use here. Everything should be straightforward, from signing up and depositing to finding markets, betting, and withdrawing funds. The overall interface should not be too cluttered, and the site should be mobile optimised.
A good bookie should have mobile betting apps, too, and it has to match or beat the desktop site's user experience (UX). After all, the majority of online bettors use their mobile phones.
Range of Sports and Betting Markets
This is arguably the baseline for determining if a bookie is your perfect fit because you can't get anywhere with a site that doesn't have the sports you like or the types of bets you prefer.
What's more, a wide selection of sports and markets means you have more room for exploring to keep the thrill going even when your favourite sport is not in season.
All online sports bookmakers calculate probabilities and odds differently, using expert knowledge and algorithms. They also add what is known as a “betting margin” which is the percentage difference between the odds they lay and the actual probability of the event happening.
The lower the betting margin, the better, as it means you’ll get more money back when you win. In general, look for sites with a betting margin of less than 8%, as a minimum guide.
For added fun and entertainment, you should look for UK online sports betting sites that have extra features such as betting tips, expert opinions, statistical analysis, forums, and live streaming of sporting events.
We are used to having various payment options, especially when using online platforms. Plenty of payment options makes it easier and faster to deposit and withdraw money. It also means you are more likely to find a channel that you are already familiar with instead of creating accounts from scratch. E-wallets such as Netteller, Skrill, and Paypal are must haves.
You might come into challenges at any point during your interaction with a betting site, which is why you need customer support that is responsible, helpful, fast, and easy to reach. Today, the ability to communicate over the phone, email, live chat, and social media accounts is the standard. You should also be able to access this customer support 24/7.
It would help if your betting site had Live Streaming for your favourite sport because premium TV channel subscriptions can be overwhelming. Additionally, Live Streaming allows you to make timely, prudent decisions when placing in-play bets or using the cashout feature.
The ultimate goal when betting is to win big, which is why the best UK betting companies provide the highest rewards on betting outcomes. Betting margins matter, too. Sites with very high betting margins mean that you may end up losing more in the long term.
Old-timers such as BetVictor, Bet365, Paddy Power, Ladbrokes, Betfair, and William Hill, for instance, have established a reputation for providing the best value odds. The new UK betting sites that also cut close are Quinnbet, Vbet, and Virgin Bet.
Use our recommendations
Our list of the top ten new sports betting sites (above) is the best place to start when looking for a new place to wager money on sports. We take into account all of the important points noted above, saving you the effort of putting in hours of research.