New betting sites in the UK for 2026: ten names worth a closer look

Updated October 2026

Licensed

Available in US

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Data current as of 26 October 2026 and checked against the Gambling Commission’s public register.

The question “which betting sites are new?” has a sharper answer than most readers expect, and the answer lives in a register, not in a marketing slogan. A book is genuinely new in the British market when it has recently appeared on the Gambling Commission’s register with a remote general betting licence that names its site. That register, searchable by company name, trading name, domain or account number, is the test of whether a brand is allowed to take a bet from a customer in Great Britain at all. Everything that follows starts there, because everything that is worth knowing about a “new” British bookmaker is downstream of that fact.

This page is built for the punter who wants the straight version: ten licensed brands with their licence numbers in plain sight, the offers each one states on its own terms, and the trade-offs that matter once the welcome page is closed. Some of the names here will be unfamiliar, others well established, and a few are sitting on freshly minted licences that only went live in the last few months. What they share is a place on the register as of this October — not a “best of all time” badge and not a “trending now” sticker.

The ten brands at a glance

A new site earns a place here when three things line up. Its licence has to appear on the Gambling Commission’s public register under a remote general betting standard (real events) category. Its trading site has to be aimed at customers in Great Britain, with pounds sterling as the everyday currency. And its terms, welcome offer, payments and betting product have to be the kind of thing a punter can actually read and check, rather than a placeholder page or a casino skin wearing a sportsbook hat.

The ten sites below are organised by how their licences appear on the Gambling Commission’s public register, starting with the relevant sports betting categories and then by the date the licence went active. Each brand’s profile lists the licence holder, the account number, the betting product, and the lead offer. For brands that do not fit a pure sportsbook profile — such as a casino-first app, a closing betting exchange, or a site still awaiting launch — that difference is noted so the reader can decide if the service matches their betting goals.

The columns in the table below were chosen to do one job: put a licence number next to the brand that holds it, and put what each brand’s own terms lead with next to that. Everything else — odds, margins, payment speed — belongs in the operator write-ups later, because each one of those points needs the prose around it to mean anything.

Two of those brands — Betmaster and Lottoland — are products most readers will associate with the casino or lottery side rather than with a sportsbook. Both hold the right licence category, and their presence here reflects what the licence covers, not what their homepage leads with. A reader who wants a pure sportsbook should weigh that when reading on.

What makes a British betting site “new” in the first place

“New” is one of those words that means three different things on three different days. A bookmaker’s own “new” page can mean a freshly painted homepage, a refreshed mobile app, or a brand that has not been taking bets for long. None of those definitions are wrong, but only one of them maps to the licence register, and that is the one the punter who wants to keep their money safe should care about.

A book is new in the regulatory sense when its remote general betting standard (real events) licence has been issued by the Gambling Commission and the operator has begun taking bets from customers in Great Britain under it. The Commission’s register lists the licence type, the categories it covers, the licence holder’s company name and the domain names registered against the licence. A site whose domain does not appear on a GB licence is not licensed to take bets from a British customer, whatever its homepage says.

The second definition — “newly visible” — covers brands that have been operating elsewhere and only just arrived in Great Britain. Several of the brands in this page fall into this category. BetMGM, for instance, is a sportsbook name most UK readers will recognise from advertising in the United States, but the GB app is published by LeoVegas Gaming PLC, which is the name that appears against Commission account 39198. The product is the BetMGM experience; the licence holder is the parent group that holds the GB licence.

The third definition — “launched but not yet live” — matters because the register is updated before the product is. A licence can be active and the trading site still under construction. Greenlight Bet, which the Commission’s snapshot did not list among the licensed brands for this guide, has a site that shows a “Launching Soon” placeholder at the time of writing. A punter who lands on a placeholder page has not yet found a place to bet.

The practical version of all three: a brand is a serious answer to “which betting sites are new?” when its domain sits on the Commission’s register against a real events betting category, and its own terms describe what it takes to deposit, place a bet and get paid out. That is the working definition used on this page.

Reading the licence register, and why the account number matters

The Commission’s public register is free to search and does not require an account. The most useful entry points are the trading name (the brand the punter sees) and the domain (the address typed into the browser). The register returns the licence holder’s legal company name, the account number, the licence reference, the categories covered, the date the licence was issued and the domains associated with it. None of those fields are optional, and none of them are private.

For the brands in this page, the account number is the single field that ties everything else together. It is the number a reader should write down before depositing. It is the number a customer service agent can be asked to confirm. It is the number that turns up in any Commission correspondence. Every card later in this guide carries that number, and every punter using this page should treat it as the first check on a brand, ahead of any welcome offer headline.

Two adjacent traps catch future cases. The first is the “GB licence” shorthand. A British licence covers Great Britain — England, Scotland and Wales. Northern Ireland has a separate regime under older legislation. A GB-licensed brand is licensed to take bets from customers in Great Britain, and that is the test the register applies. The second is the “domain equals regulator” trap. A .co.uk domain is not a licence. Several unlicensed brands have used .co.uk domains, and several licensed brands use .com. The domain proves nothing; the register proves everything.

Bonuses and welcome offers under the 2026 promotion rules

Every welcome offer a GB-licensed bookmaker runs sits inside the same rule book, and that rule book tightened again in January 2026. Two changes matter for the punter comparing brands.

The first is the wagering cap. Wagering requirements on bonuses are capped at 10x. A £10 bonus with a 50x rollover, which used to mean £500 of qualifying bets, can no longer be offered; the maximum under the cap is £100 of qualifying bets. That ceiling is hard law across the GB-licensed market and is one of the reasons a generous-looking headline often disguises a more modest offer once the small print is read. A bonus described as “100%” with a 10x rollover means the punter must turn over ten times the bonus amount before any winnings become withdrawable.

The second is the mixed-product rule. Since 19 January 2026, mixed-product promotions — an offer that requires the customer to bet on two or more product types such as sports betting and casino, or sports betting and bingo, or sports betting and lottery — are banned. A welcome offer that tells the customer “bet £10 on football to get 50 free spins” is not a permitted offer at a GB-licensed brand. Free spins tied to a sportsbook bet, free bingo tickets attached to a sportsbook stake, lottery entries unlocked by a sportsbook wager — all banned. The punter reading a welcome offer should look for any phrase that ties the sportsbook offer to another product.

What survives is straightforward: a sportsbook welcome offer that stays inside sportsbook play. A free bet that triggers on a sportsbook wager and pays out in sportsbook credit. A boosted odds promotion on a single event. An acca insurance offer that refunds a stake if one leg of a sportsbook accumulator loses. Each of these stays inside the GB-licensed world and is the kind of offer the brands here actually run.

There is one offer type whose treatment under the cap is not yet established. A free bet with no wagering condition — stake returned in cash, not in credit — sits in a grey area. The Commission has not published guidance that fixes the question, and the brands here vary in how they structure their free bets. The reader who cares about this distinction should look at the offer terms: a free bet that returns the stake as cash is not the same as a free bet whose winnings are paid in credit and must themselves be turned over.

What never appears on this page, for any brand, is a working bonus code, a promo code, an affiliate link, or any instruction on how to claim a welcome offer. The page is here to describe what each offer is worth; it is not here to walk the reader through claiming one.

Payments, deposit minimums and the speed of a payout

The welcome page is where most readers first meet the cashier, and the cashier is where the day-to-day experience of a bookmaker lives. Three things are worth knowing before a deposit is placed.

The first is what is and is not allowed to be paid with. Credit cards have been banned for gambling in Great Britain since 14 April 2020, and the ban covers credit-card-funded payments through an e-wallet as well. A punter who tries to use a credit card, or an e-wallet topped up from a credit card, will be refused at the cashier. Debit cards, bank transfers and most e-wallets remain available. Cryptocurrency deposits are not banned at GB-licensed operators, but the larger operators have not adopted them; the brand cards later in this page describe payment methods only as each brand’s terms state them.

The second is the deposit minimum. Several brands, including some of those that market themselves as low-stakes books, advertise a £5 minimum deposit. The actual minimum depends on the payment method: a £5 debit-card deposit may go through while a £5 e-wallet deposit does not. The reader who bets in fivers should check the cashier against their chosen method before registering.

The third is payout speed. The fastest common route is a debit card or e-wallet, where withdrawals can clear in a few hours once the brand has approved them. Bank transfers are slower and are typically quoted in business days. Several of the brands in this page mention “instant deposits” and “fast withdrawals” in their own marketing; the reader should treat those phrases as the brand’s best-case claim and the cashier’s actual timing as the working figure.

Identity verification has to happen before the first deposit or the first bet, whichever comes first. That is the law, and it means a new account takes a few minutes longer than it used to. The reader who values anonymity will not find it at any of the brands here; the reader who values a regulated cashier will.

Live betting, cash out and the in-play experience

In-play betting is a standard feature at every brand in this page, and cash out is offered by most of them. Two distinctions matter.

The first is the strength of the in-play product. A bookmaker that lists a deep range of in-play markets on football, tennis, basketball and the major US sports is not the same as a bookmaker whose in-play page is a thin strip of fixtures. The Commission’s rules do not prescribe a minimum number of in-play markets, and the brands vary considerably. The reader who bets mostly in-play should look at the in-play page of any brand they are considering and judge for themselves.

The second is the cash out feature itself. A “full cash out” lets the punter close a bet before the final result for whatever the brand’s screen says the bet is worth at that moment. A “partial cash out” lets the punter take a portion of the cash-out value and leave the rest running. The two are not the same. A punter who likes to bank a portion of a winning position needs partial cash out; a punter who wants only the binary choice needs full cash out. Several brands offer both, and the terms describe which.

The reader who bets in-play should also note that in-play betting in Britain is not legally unrestricted. Operators carry their own licence conditions and customer-protection duties around it, including the duty to suspend markets on material events and to manage suspicious-betting patterns. The legal position is that in-play is permitted under a remote general betting standard (real events) licence; the brand’s own risk and trading team decide what they offer within that envelope.

Sports, tournaments and the shape of a betting menu

A new bookmaker in Britain rarely arrives with a fully built sportsbook. The market structure tends to grow over the first year or two of trading, and the brands in this page sit at very different points on that curve. Three tiers are useful when reading them.

The first tier is the established names. Paddy Power’s app covers football, horse racing, boxing, rugby, tennis, golf, darts, snooker and Formula 1 markets, with the kind of depth on each that comes from years of running a British sportsbook. A punter who wants Premier League markets down to the corners and cards has what they want here. The licence holder is PPB Counterparty Services Limited; the trading name is the one Paddy Power has carried for decades.

The second tier is the mid-market brands. 888sport’s app offers pre-match and in-play betting, Cash Out, Bet Builder, racing streams, BetFinder form tools, a live bet feed and daily boosted odds. That is a fuller product than the basic menu and a thinner one than the established names. BetMGM’s UK app, published by LeoVegas Gaming PLC, sits in this tier too, with a sportsbook product built by a parent that runs sportsbooks across several European jurisdictions.

The third tier is the niche books. DragonBet’s app is published by DragonBet Ltd and leans on Welsh football and rugby markets, with racing, American football, in-play betting and bet builder markets. The reader from Cardiff or Llanelli will recognise the fixture list; the reader who bets on the Bundesliga may find the menu thinner. Fafabet, similarly, leads with Best Odds Guaranteed on UK and Irish racing and a more focused sportsbook than the tier-one names. The reader who bets mostly on racing will read Fafabet differently from the reader who wants a global sports menu.

Lottoland sits across two products. The brand’s UK app combines casino, lottery betting, sports betting and scratchcards under one Gambling Commission licence. A punter whose interest is lottery-style bets will find Lottoland’s offer familiar; a punter whose interest is a football sportsbook will find the product thinner than at the dedicated sportsbooks in the same tier.

New bookmakers specifically: launches, relaunches and what’s not yet live

A new bookmaker in the British sense is a brand that has come onto the Commission’s register with a remote general betting standard (real events) licence and is actively taking bets from GB customers. Several of the brands in this page fit that definition cleanly. Others sit on the edge of it.

The clearest launches are those whose GB licences have been issued in the last few years and whose sites are live. DragonBet’s Commission account (64908) sits in that window. Fitzwilliam Sports’ Commission account (48760) is in the same window. VBet’s Commission account (44662) is older, but the brand has been actively marketing its UK product under that licence. The reader who wants a brand whose licence genuinely is fresh should treat these three as the cleanest fits for “new betting sites uk”.

A second category is the relaunch under a new licence holder. BetMGM UK, the British app of the BetMGM brand, is published by LeoVegas Gaming PLC and is the same product the parent group has run in other European jurisdictions. The British licence under account 39198 is newer than the brand. The reader sees a new name on the register and an established product at the cashier.

A third category is the exchange-or-pool product. Betfair, which sits alongside Paddy Power under Flutter, runs a betting exchange under its own betting intermediary licence. The exchange product is different from a sportsbook — back and lay bets, commission on net winnings, no fixed margin — and the Commission’s register distinguishes the licence category. A punter looking for an exchange is looking at a different kind of licence. Betdaq announced in October that no markets would be available on the site after 21 October 2026, with account access remaining until 4 November for statements and withdrawals; the exchange is closing down, and that fact is part of the landscape.

A fourth category is the not-yet-live brand. Greenlight Bet’s site at the time of writing shows a “Launching Soon” placeholder, with a contact form and an email sign-up but no offers, payment methods or licence text. The brand is named on a licence application; the product is not yet on the page. A punter who arrives at that URL has not arrived at a betting site.

Responsible gambling: limits, checks and the GAMSTOP question

Every GB-licensed brand takes part in GAMSTOP. That sentence is the load-bearing fact of this section. Since 31 March 2020 a remote operating licence has required participation in the national multi-operator online self-exclusion scheme. The schemes that GB-licensed platforms offer — deposit limits, timeouts, product restrictions, self-exclusion — sit on top of that mandatory base.

Three periods are available for self-exclusion through GAMSTOP: six months, one year, five years, or five years with auto-renewal. After the minimum period ends, the exclusion stays in place for a further seven years unless the customer asks GAMSTOP to remove it. The scheme covers online sites and apps; betting shops use a separate service. A punter who has registered with GAMSTOP will not be able to open an account at any of the brands in this page.

Two newer checks have come into force. The first is the financial vulnerability check, in place since 28 February 2025. When a customer’s deposits minus withdrawals exceed £150 in a rolling 30 days, the operator runs a public-record check — for example, bankruptcy or county court judgments. It is not an income check and not a credit reference check. The second is the financial risk assessment, the “affordability check” of press coverage, which the Commission has announced in a staged plan with no start date. Both are part of the same family of protection; only the first is in operation.

Deposit limits have been through their own staged roll-out. The first changes applied from 31 October 2025; a second phase was postponed to 30 September 2026, and whether it is live at the time of writing is not established. The principle is unchanged: a GB-licensed operator must offer a customer the choice of a gross deposit limit on a fixed time frame. The limit itself is the customer’s, not the regulator’s.

Help is available outside the brands themselves. GamCare runs the National Gambling Helpline. GambleAware funds treatment and education. The NHS runs gambling clinics in several regions. Gamblers Anonymous runs meetings. A punter who finds the limits on a single site are not enough should know that those organisations exist outside any one brand.

What this page does not cover

Two reader groups will not find what they are looking for on this page, and both deserve to be told so directly.

The first is the punter looking for a betting site that does not check identity at the door. Identity verification is a licence condition. A GB-licensed brand has to verify name, address and date of birth before the first deposit or the first bet, whichever comes first, and that includes a free bet or bonus. There is no anonymous play at a licensed British bookmaker. The reader who wants anonymity has to leave the licensed market, and the trade-offs of doing so are described in the offshore section below.

The second is the punter looking for a brand that accepts customers who have self-excluded through GAMSTOP. A GAMSTOP-registered punter will be refused at every GB-licensed brand. Sites that market themselves as “not on GAMSTOP” are not GB-licensed brands, whatever their homepage says; the marketing sits outside the British licensing regime, and the protection that comes with that regime — dispute resolution, complaints routes, source-of-funds obligations — does not travel with it.

A third, smaller group is the punter in Northern Ireland. The Gambling Act 2005 covers Great Britain, not Northern Ireland. A GB-licensed brand is licensed to take bets from customers in Great Britain; a Northern Irish customer betting with a GB-licensed brand is in a different position from a Scottish, English or Welsh one. The reader who lives in Belfast or Derry should know that the licence they are reading about is the GB licence, and that the local regime sits separately.

The offshore question, plainly stated

The honest framing of an unlicensed British bookmaker is that it is unlicensed in Britain, not that it is illegal. Providing gambling facilities in Great Britain without the licence the Gambling Act requires is an offence aimed at the operator, under section 33 of the 2005 Act (on summary conviction up to 51 weeks’ imprisonment, a fine, or both; six months in Scotland). The Commission has not published guidance stating that a customer who simply places a bet on an unlicensed site commits an offence. What a customer does lose is the protection the licence brings.

A customer at an unlicensed site has no GAMSTOP coverage, no Commission complaints route, no approved dispute-resolution body, and no British consumer redress if funds are withheld. The bonus cap, the £150 vulnerability check, the identity-verification regime and the source-of-funds rules do not apply. The licensed-versus-unlicensed trade-off is not a question of safety in the abstract. It is a question of which protections the punter is willing to lose in exchange for which feature the licensed brands do not offer. The licensed side offers the protections; the unlicensed side offers features the licensed side is barred from offering. Neither is “the safe choice” by default.

Enforcement against unlicensed brands is disruption rather than blocking. The Commission issues cease-and-desist notices, refers sites to search engines, and works with registrars, hosts and payment providers. Court-order DNS blocking powers have been granted or are about to be granted; the Commission has not stated that ISP blocking is in operation at scale. A punter who chooses to bet with an unlicensed brand is choosing a site that may be unreachable tomorrow.

The operator cards

What follows is one card per brand, in the order set by the Commission’s register and the brands’ own product. Each card carries the same shape: brand, licence holder and account number, the betting product the brand actually offers, the offer or feature the brand leads with, and a verdict on who the brand is built for. The verdicts differ. Two cards may share a feature and reach different conclusions about who it serves.

Betmaster — a sportsbook on a Maltese parent

BM Solutions GB Ltd holds Commission account 65699 against the betmaster.co.uk domain, with a remote general betting standard (real events) category covering the brand’s GB-facing sportsbook. The brand sits under a Maltese parent group with established sportsbook operations in other European markets; the GB licence is the entry into the British market rather than the founding of the product.

The product on the GB site is a sportsbook across football, tennis, basketball and the major US sports, with a standard pre-match and in-play offering. The licence category is the right one for a sportsbook; the brand’s lead at the homepage is sportsbook rather than casino or lottery. The reader who wants a sportsbook at the right category of licence, from a parent that already runs sportsbooks elsewhere, has the right fit here. The reader who wants a brand with years of GB-specific trading depth has more to find at the established names.

The brand offers a solid sportsbook entry point for anyone who wants a fresh GB-licensed platform backed by an established European group, even if the menu lacks the deep-market variety of the longest-standing British bookies.

NetBet — boosts, bet builder and a long British history

Netbet Enterprises Limited holds Commission account 39170, and the GB-facing brand carries Daily Boosts, Profit Boosts and free bet offers alongside a Bet Builder with instant dynamic odds and sports stats for major leagues. The brand has traded in the British market for some years; the licence is not a fresh issue, and the product is a mature one.

The bet builder with instant dynamic odds is the feature most worth reading closely. A bet builder is a same-game multi — a bet whose legs are selections from the same fixture — and “instant dynamic odds” means the odds update as legs are added, rather than being recalculated on submission. The punter who likes to build a same-game acca sees the price change as they work; the punter who would rather see a fixed price at submission gets a slightly different experience.

The daily and profit boosts are price enhancements on selected markets, with the kind of small-print conditions the GB promotion rules now standardise. The reader who bets a lot on a small number of leagues has the right fit here; the reader who bets across many sports may find the menu thinner than at the tier-one names.

This platform suits bettors focused on major leagues who want a real-time bet builder and enjoy using daily boosts as part of their regular strategy.

888sport — racing streams, bet builder and the full in-play stack

888 UK Limited holds Commission account 39028, and the 888sport brand offers pre-match and in-play betting, Cash Out, Bet Builder, racing streams, BetFinder form tools, a live bet feed and daily boosted odds. The product is the broadest in this page that is not at a tier-one British name, and the racing streams are the feature most worth flagging.

Racing streams matter for the punter who bets in running on horses. A live picture of a race, alongside the in-play market, gives the punter a different decision than a ticker alone. Several GB-licensed brands offer racing streams; 888sport is one of them, and the stream is bundled with the sportsbook product rather than sold as an add-on.

The bet builder and cash out features are the standard pair. The reader who bets on racing and the major football leagues has the right fit here; the reader who bets on niche sports may find the menu narrower than at the established tier-one brands.

An ideal choice for racing fans who want live streams integrated into their sportsbook, alongside a versatile bet builder and personalised daily boosts.

BetMGM — a US name, a LeoVegas licence, a British sportsbook

LeoVegas Gaming PLC holds Commission account 39198, and the BetMGM UK app is the British edition of the BetMGM sportsbook. The brand is one a US reader will recognise from advertising across the Atlantic; the GB app is published by the LeoVegas group, which runs sportsbooks across several European jurisdictions.

The product is a sportsbook with a familiar shape — pre-match, in-play, bet builder, cash out — and a betting menu built around the major European leagues and US sports. The brand’s marketing across Europe has pushed a polished mobile experience, and the GB app inherits that. The reader who values a polished mobile app over a long British betting menu has the right fit here; the reader who bets on the lower English leagues or the smaller sports may find the menu thinner than at the tier-one names.

The licence holder is the parent group rather than a UK-specific company. That is normal for brands that enter the British market under a European parent, and the Commission’s register lists LeoVegas Gaming PLC against the BetMGM domain. The punter who checks the register will find the parent name, not a UK-specific subsidiary.

This app is a strong contender for those who prioritise a polished mobile experience for major league and US sports betting, and who are less concerned about niche British sporting markets.

Fafabet — racing-led with Best Odds Guaranteed from 9am

Taichi Tech Limited holds Commission account 57385, and the Fafabet product leads with Best Odds Guaranteed on UK and Irish horse racing win and each-way bets from 9am on race days. Best Odds Guaranteed is the industry term for the rule that pays the bigger of the original price and the starting price when the starting price is the larger; on a race with a late mover, the punter gets the better number.

Best Odds Guaranteed is not unique to Fafabet. Several British racing books run it. What differs is the start time. From 9am on race day is the standard British racing window, and Fafabet meets that window. The reader who bets on British and Irish racing as their primary market has the right fit here; the reader whose racing interest is international may find the menu narrower.

The price boosts and acca features are part of the standard British sportsbook product and are not the brand’s distinguishing feature. The brand distinguishes itself on racing, and the racing offering is where to read it closely.

A great fit for racing enthusiasts focused on UK and Irish horse racing who prioritise Best Odds Guaranteed from 9am, and are happy to treat the broader sportsbook as secondary.

Lottoland — lottery-led, with a sportsbook and casino under the same licence

EU Lotto Limited holds Commission account 38991, and the Lottoland product combines casino, lottery betting, sports betting and scratchcards under one Gambling Commission licence. The brand is most familiar to British readers as a lottery product, and the GB app leads with that history; the sportsbook is a secondary product under the same licence.

A punter whose interest is lottery-style bets — bets on the outcome of a foreign lottery, jackpot betting, the products that sit under “lottery betting” rather than “lottery” — will read Lottoland more generously than a punter whose interest is a football sportsbook. The brand’s sportsbook product is functional rather than deep, and the menu is the kind a reader finds at a mid-market sportsbook rather than a tier-one one.

The mixed-product rule matters here. A welcome offer that ties a sportsbook bet to a casino spin or a lottery entry is not a permitted offer at a GB-licensed brand since 19 January 2026. The reader who arrives at Lottoland for the sportsbook should read the welcome terms to see which product the offer is anchored in, and treat any cross-product line as outside the GB-licensed regime.

This service works best for players primarily interested in lottery-style betting and scratchcards, with the sportsbook serving as a supplementary product to explore.

Paddy Power — football, racing and the British list

PPB Counterparty Services Limited holds Commission account 39439, and the Paddy Power Sports Betting app covers football, horse racing, boxing, rugby, tennis, golf, darts, snooker and Formula 1. Paddy Power is one of the most established British bookmaking brands; the licence holder is the entity that runs the GB-facing product under that name.

The product is the broadest in this page. Football markets run down to the lower English leagues and the major European leagues; horse racing covers British, Irish and the major international meetings; the boxing menu includes the bout-by-bout markets; the F1 menu covers the race weekend. A punter who bets across British sport has the right fit here, and the kind of menu depth that comes from years of British-specific trading.

The brand’s social media presence and money-back specials are part of the British betting landscape, and the GB app inherits them. The reader who wants the breadth of a tier-one British bookmaker has the right fit; the reader who wants a brand with a fresher licence, or a more focused product, may read the card differently.

A reliable option for bettors who want a comprehensive range of British sporting markets and the stability of a tier-one brand with decades of history.

DragonBet — Welsh football, Welsh rugby, and a focused menu

DragonBet Ltd holds Commission account 64908, and the DragonBet app features Welsh football and rugby markets, racing, American football, in-play betting and bet builder markets. The brand is a Welsh-facing product, and the licence is held by a Welsh company.

The Welsh football and rugby focus is the brand’s distinguishing feature. A punter who bets on the Cymru Premier, the Welsh rugby regional game, or the lower Welsh leagues has a market menu that is hard to find elsewhere. A punter who bets on the Premier League has a thinner menu than at the tier-one brands.

The licence is one of the cleaner fits for “new” in this page. The account number sits in a recent window, and the brand’s product is built around the Welsh market. A punter who values a brand with a regional focus and a recent licence has the right fit here.

Highly recommended for bettors focused on Welsh football and rugby who value a brand built around that regional expertise and a recently issued GB licence.

VBet — a £10 free bet on a losing first stake

SCGO Limited holds Commission account 44662, and VBet’s sports welcome offer is a £10 free bet if a new, verified customer stakes £10 or more on a first-ever bet that loses. The offer is straightforward: stake £10 on a first bet, lose, and the brand returns £10 in free bets. The free bet’s stake is usually not returned with a win, and the punter should read the small print for the minimum odds, the markets the free bet can be used on and any expiry on the free bet credit.

The structure is the simplest “losing first bet, refunded as a free bet” offer on the British market, and it is the form most GB-licensed brands now use. The bonus cap at 10x rollover matters for offers with a wagering condition; this offer has no wagering condition on the free bet itself, and the small print to read is the minimum odds on the qualifying bet and the markets the free bet can be used on.

The licence account is older than the dragon bet and fitzwilliam ones, but the product is live and the offer is current. A punter who wants a clean welcome structure with no wagering on the free bet has the right fit here.

A clear choice for bettors who appreciate a simple refund-on-loss welcome offer with no wagering requirements attached to the resulting free bet credit.

Fitzwilliam Sports — instant deposits, fast withdrawals, and the safer-gambling list

SBKI Limited holds Commission account 48760, and Fitzwilliam Sports offers instant deposits, fast withdrawals, timeouts and deposit limits, with links to GambleAware, GamStop and Gamblers Anonymous. The product leads on the cashier, and the safer-gambling tools are explicit at the homepage rather than buried two clicks deep.

The instant deposits and fast withdrawals are the brand’s lead, and the cashier is the part of the product most worth reading closely. The “instant” claim is best-case timing on a supported payment method; the actual time depends on the customer’s bank, the payment rail and the brand’s own approval queue. A punter who values a fast payout has the right fit at the cashier.

The safer-gambling list is the second part of the lead. A homepage that links to GambleAware, GamStop and Gamblers Anonymous in plain sight is the kind of homepage a punter who cares about responsible gambling wants to see. The reader who values a transparent safer-gambling offering has the right fit here.

A good match for punters who prioritise fast withdrawals, clear visibility of safer-gambling resources on the homepage, and an operator that openly highlights its responsible-gambling partnerships.

How this page is kept current

The Commission’s public register is updated as licences are issued, varied or revoked. The account numbers on this page are read from the register at the date shown at the top of the page. The brands’ own terms pages are read at the same date. Where a brand’s terms change, the page will need to be read against the new terms. A punter who arrives at the page from a search result dated months later should recheck both the register and the brand’s own terms before depositing.

Two pieces of information are deliberately excluded. This page does not name a working bonus code, a promo code, an affiliate link or any instruction on how to claim a welcome offer. The page describes what an offer is worth, not how to redeem it. This page also does not publish a “best of all time” list. A new betting site in Britain is a regulatory fact, not a quality judgement; the regulatory fact is what this page closes.

How a return on a single bet is worked out

A return is the number that lands in the punter’s account on a winning bet. It is calculated as the stake multiplied by the odds. If the stake is £10 and the decimal odds are 6.00, the return is £60. The profit, separate from the return, is the return minus the stake: £60 minus £10 gives a profit of £50. The stake is what the punter risked; the profit is what the punter won on top of the stake.

Combination bets multiply the odds of the legs together. A double at decimal odds of 2.50 and 3.00 has combined odds of 7.50, and a £10 stake returns £75 if both legs win. A treble at 2.50, 3.00 and 1.50 has combined odds of 11.25, and a £10 stake returns £112.50. The calculation is the same for an accumulator of any length: the leg odds multiply into one price, and the stake multiplied by that price is the return.

Fractional odds convert to decimal odds by dividing the first number by the second and adding one. 5/1 in fractional odds is 5 divided by 1 plus 1, which is 6.00 in decimal odds. 11/4 is 11 divided by 4 plus 1, which is 3.75 in decimal. “Evens” is 1/1, which is 2.00 in decimal. A punter who sees fractional odds on a British racing page and prefers decimal can convert in their head with this formula, or read the decimal odds directly from a British sportsbook.

How the bookmaker’s margin is read from the odds

The margin is the share of every pound staked on a market that the bookmaker keeps on average. It is calculated from the odds on every outcome of one market. For a football match with home win at 2.50, draw at 3.40 and away win at 3.00, the payout share is one over the sum of one over each price: 1 over (1/2.50 + 1/3.40 + 1/3.00), which gives a payout share of about 0.953. The margin is one minus that, which is about 0.047, or 4.7%.

A 4.7% margin on a Premier League match is around the middle of the British sportsbook market; the tightest margins on the major football leagues are below 4%, and the widest on niche markets are above 8%. A punter who wants the tightest margin on a market can read the odds on that market at several books and compare. The margin is a property of the market, not the brand, and it changes as the betting population moves.

Two figures that look similar are different. A payout share of 95% and a margin of 5% are the same market seen from two sides. A bookmaker advertising “95% payout” is saying the margin is 5%; a bookmaker advertising “5% margin” is saying the payout share is 95%. The punter who sees both numbers should treat them as the same fact.

What “best odds guaranteed” actually pays

Best Odds Guaranteed is the rule that pays the bigger of two numbers on a horse race. The first number is the price the punter took when they placed the bet. The second is the starting price — the price the horse actually goes off at when the race starts. If the starting price is bigger, the punter is paid at the starting price. If the punter’s original price is bigger, the punter is paid at the original price. The rule applies to win and each-way bets, and the time window is set by the brand.

From 9am on race day is the standard British racing window for Best Odds Guaranteed. A punter who places a bet at 8.59am on a race at 2pm does not get the rule. A punter who places a bet at 9.01am does. The window matters because the betting population has not had its full say before 9am; the bigger prices tend to come in the last hour before the off. The 9am window is when Best Odds Guaranteed starts to cover the late mover.

A punter who bets each-way has the rule applied to the win part of the bet. The place part pays at the place terms of the original price; the win part pays at whichever is bigger of the original price and the starting price. The stake doubles for each-way bets — two equal stakes, one on win and one on place — and the payout rules apply to each stake separately.

What the “Whitelist” framing actually delivers

“Whitelist” is not a regulated term in the British market, but it is a useful shorthand for the set of brands whose GB licence is active and whose product is live. The brands in the table earlier in this page are the whitelist for this guide: ten brands with an active remote general betting standard (real events) licence and a live GB-facing product at the date the data was checked.

A punter who reads the page as a whitelist will find ten names they can deposit with. A punter who reads the page as a “best of” list will find it does not behave like one — the verdicts differ, the products differ, and the brand that is best for a Premier League acca is not the brand that is best for a Welsh football single or a racing Best Odds claim. The list is a starting set, not a finishing order.

Closing thought

The honest answer to “which betting sites are new?” is a register search, not a marketing claim. The brands on this page are the ones whose licence and product both exist. A punter who wants to check a brand not on this page can search the Commission’s register by trading name or domain, find the account number, and decide for themselves whether the brand they are looking at is the brand the register names. That check takes longer than reading a “best new sites” page and lands closer to the truth.

Frequently asked questions

Which sites give free bets for new users?

Every GB-licensed brand on this page runs a free bet or a price boost of some kind as a welcome offer. The shape varies: VBet refunds a losing first stake of £10 or more as a £10 free bet; NetBet runs free bet offers alongside its daily and profit boosts; 888sport pairs daily boosted odds with its racing streams and bet builder. The general rule is that the free bet’s winnings are paid in credit and the stake itself is not returned, but each brand’s small print states the exact terms. A punter comparing offers should read each brand’s own welcome terms before registering, since the qualifying stake, the minimum odds and the markets the free bet can be used on differ.

How can it be checked that a bookmaker holds a Gambling Commission licence?

The Commission’s public register is free to search and does not require an account. The most useful search fields are the trading name (the brand the punter sees) and the domain (the address typed into the browser). The register returns the licence holder’s legal company name, the account number, the licence reference, the categories covered and the domains associated with the licence. The account number is the field to write down. A punter who cannot find a brand on the register is looking at a brand that does not hold a GB licence.

How is the return on a bet worked out from the stake and the odds?

The return is the stake multiplied by the odds. A £10 stake at decimal odds of 6.00 returns £60. The profit, separate from the return, is the return minus the stake, so £60 minus £10 leaves a profit of £50. Combination bets multiply the odds of the legs together: a treble at decimal odds of 2.50, 3.00 and 1.50 has combined odds of 11.25, and a £10 stake returns £112.50 if all three legs win. Fractional odds convert to decimal by dividing the first number by the second and adding one.

What is the bookmaker’s margin and how can it be seen in the odds?

The margin is the share of every pound staked on a market that the bookmaker keeps on average. For a market with three outcomes priced at 2.50, 3.40 and 3.00, the payout share is one divided by the sum of one divided by each price, which gives about 0.953, and the margin is one minus that, which is about 4.7%. A margin of 5% and a payout share of 95% are the same market seen from two sides. The margin is a property of one market at one moment, not of a brand across all markets.

How do fractional odds such as 5/1 convert to decimal odds such as 6.00?

Fractional odds convert to decimal by dividing the first number by the second and adding one. 5/1 in fractional odds is 5 divided by 1 plus 1, which is 6.00 in decimal. 11/4 is 11 divided by 4 plus 1, which is 3.75 in decimal. “Evens” is 1/1, which is 2.00 in decimal. A punter who prefers decimal can either convert in their head with this formula or read the decimal odds directly from a British sportsbook, since most GB-licensed brands display both forms.

Content created by the «AI Betting» team