Best betting sites UK 2026: Top new online bookmakers reviewed

Matchbook have closed the gap in this regard, while their odds have been recognised as some of the best in the UK. Matchbook also charge just 2 per cent commission to UK and Irish customers, while they run a sign up offer featuring 110 days of zero per cent commission. There are other perks to using Matchbook, such as rebates on losing bet builder and accumulator bets, and money back on golf offers.

• Betsson Group offers a multi-brand platform with tailored sites for different European countries.
• Kindred Group (Unibet) promotes strong responsible gambling tools and transparency.
• BetVictor is celebrated for its early odds and specials on UK and Irish sports.
• Ladbrokes Coral provides a massive high-street presence complemented by a robust online offering.
• Sky Bet features unique "Request a Bet" and "Super 6" prediction games for soccer fans.

Matchbook also has an excellent mobile app, and in our opinion, has now moved ahead of Betfair.

• Bovada remains a top choice for US players seeking generous reload bonuses and poker integration.
• MyBookie.ag is favored for its constant stream of reload bonuses and competitive lines.
• EveryGame (formerly Intertops) offers a classic, reliable platform with three separate sportsbooks.
• XBet provides a slick interface and strong customer service for international bettors.
• BetUS focuses on the US market with high-value bonus codes and a rich media section.

It’s not like Betfair has become a bad choice for exchange punters, particularly as there’s still more liquidity in their markets and they boast better odds on major sports, like football.

28. Gentleman Jim – Best for traditional racing bettors

There are also early payouts, acca boosts and enhanced odds available across HighBet, who have built a user-friendly site with clear instructions on all its offers. The welcome offer is a bet £10, get £30 promotion, which is about standard for a sign up bonus, but is let down slightly by restrictions on which sports and bet types the free bets can be used on. ✓ Non-runner no bet on every UK & Irish race ✗ Restrictions on free bets with sign up offer Pub Casino are widely regarded as one of the top new online casinos in the UK and they have now ventured into sports betting with an equally good product. Given the nature of their pub theme, they’ve gone particularly big on live betting, with their in-play offering being up there with the top new UK bookmakers. On testing, we noted how good their tennis in-play experience was, with a stats feature to rival any major bookmaker including point-by-point updates, head-to-head stats and a timeline of events.

The Pools - Bet £10, Get £20 in Free Bets

Beyond in-play betting, you’ll find acca boosts on all football multis of four or more selections up to 50%, while horse racing fans will get a comprehensive list of obscure races from both north and south America. ✗ Lack of ongoing sports promos compared to casino BetCrown is a brand new UK betting site and they’ve launched with a conservative yet simple bet £10 get £10 offer for new customers. It may not be the most valuable sign up offer among the new bookmakers we recommend, but they make up for it in other areas, such as premium customer support, fast payouts and secure payments. Indeed, one of the most appealing aspects of BetCrown’s product is their array of banking options. You’ll get the traditional debit card and bank transfer methods, but there’s also a slew of modern banking alternatives such as Skrill, PayPal, Neteller, Neosurf, plus Google Pay and Apple Pay.

⚽ Football

The sportsbook itself is packed with competitive odds prices across all the sports you would expect and more, while their betting promotions section is better than some of their more established counterparts. It’s clear they want to compete with the best football betting sites as their promos include two goals up early payouts, bore draw refunds when your game finishes 0-0, acca boosts up to 75%, plus standard features like cash out and bet builders. ✓ Loads of banking options with fast payouts Launched in the summer of 2024, 7Bet already provides a strong betting service. They mainly cater to football punters with their promotions, such as money back on losing bets if a match finishes goalless, although their early payout offer does cover tennis, basketball, baseball, American football and ice hockey. What stands out on the offer page are the regular deposit bonuses. Those are two big plus points, as is the fact that Betfair’s trading system is slick and easy to use once you understand how to work an exchange.

• Unibet offers exceptional European football coverage and detailed statistical tools.
• 888sport provides frequent price boosts and a robust selection of niche sports markets.
• Betway maintains a strong reputation for comprehensive esports betting options.
• William Hill is a trusted name for horse racing and greyhound betting globally.
• Betfred features popular "Double Delight" and "Hat-trick Heaven" promotions on football goalscorers.

Betfair also have more markets than Matchbook, giving bettors a greater choice.

• Bet365 continues to lead with its vast live streaming library and in-play cash-out features.
• DraftKings Sportsbook excels in user-friendly app design and daily fantasy sports integration.
• FanDuel offers competitive odds boosts and a seamless parlay builder for major US leagues.
• BetMGM provides strong loyalty rewards and exclusive partnerships with professional leagues.
• PointsBet stands out with its unique PointsBetting and rapid payout processing.
• Caesars Sportsbook is renowned for its physical and online integration and generous welcome bonuses.

Betfair charges a 5 per cent fee on all net winnings, while the exchange welcome offer is a bet £10, get £10 deal.

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Other bettors set the prices, so the odds are usually higher than most fixed-odds betting sites, and punters can trade between back and lay bets to lock in a profit. Operators make their money by taking a percentage of any winnings. There are only a handful of bet sign up offers betting no deposit exchange betting sites in the UK. Matchbook were one of the original exchange betting sites, but it’s only recently that they’ve started to challenge the dominance of Betfair. The big advantage Betfair had over Matchbook was liquidity, which is how much money there was in a market and, therefore,e, how easy it was to place a bet. Punters are advised to go with the Betfair sportsbook welcome offer of bet £10, get £50 as they only need one login with Betfair to access the sportsbook, exchange and online casino. The other big issue with Betfair is the lack of offers for existing customers.

Betfair exchange users won’t find too many free bets waiting for them. EasyBet is a betting exchange that delivers a strong experience across several areas, but particularly excels with bet builders.

How to use your free bets

If bettors aren’t consistently getting good value from a bookmaker, they won’t be recommended. Betting sites provide a huge array of bet types and tools to punters, with cash out and bet builders expected as standard. But the best online bookmakers build on those standards, providing partial or automatic cash out options, while giving bettors the chance to put together a bet builder on multiple sports, not just football. We also check to see whether bookmakers provide comprehensive stat packs and live tracking options, helping bettors make smarter, more informed decisions. Each welcome offer is evaluated on its genuine value, taking into account minimum deposit requirements, winnings caps and ease of use.

Prepaid Vouchers (Paysafecard)

That said, a competitive sign-up bonus is only the first step. The bookmakers featured here also provide ongoing promotions, with the best bookies offering daily incentives These offers come in various forms, such as free bets, money back schemes, odds boosts, extra place races, profit boosts, and more. The best betting sites provide a range of customer support options, with live chat or a telephone service preferred for instant resolution of any issues. Response times should be high and all queries should be dealt with efficiently. If a site does not deal with enquiries and problems in an acceptable timeframe, then we will not recommend it.

4. bet365

Promotion and implementation of responsible gambling regulations is of paramount importance, and the way in which a bookmaker approaches player welfare is a key factor in our rankings. Bettors should know how to access any safer gambling tools they wish to use, while bookmakers should be on hand to recognise and support any bettor potentially dealing with a gambling addiction. Exchange betting sites have been around since the start of the century, but they remain a niche area of gambling due to the perceived complexity of betting on an exchange. For those unaware, when betting on an exchange, punters are betting against one another, rather than betting with a bookmaker. Bettors have the option to back a bet, as they would with a traditional bookmaker, or lay a bet, which means they are wagering on that selection to lose. Their bet builder tool is simple to use and covers eight sports, including football, MMA, cricket, rugby and major US leagues.

Users can combine up to 12 markets from a single event, which will be enough for most casual and more regular bettors. The platform also runs consistent bet builder incentives – including two £5 free bet builder bets each week on Premier League fixtures when staking £20 or more – and EasyBet’s offers are clear and accessible. The biggest knock against EasyBet is the lack of a betting app, but the desktop site adapts well to the small screen, and bettors will find they consistently get better value for money on an exchange than with a fixed-odds bookmaker.

European Odds Formats & Other Settings

7Bet ran a deposit bonus offer during the Grand National, while each week of the football season, they give punters a free bet when they deposit and wager a minimum of £50 on football. We noticed plenty of little touches you won’t find with some new sportsbooks, such as a dedicated horse racing section with several streaming options and a good in-play service. What also caught the eye are the payment options. 7Bet pledges to process withdrawals, regardless of payment option, the same day the request is made. Any withdrawal from 7Bet will take no longer than three days, although in our experience, they were able to transfer my funds in a matter of hours.

Apple Pay & Google Pay:

✗ The website could be easier to navigate ✗ Sign up offer could be more generous My rankings are based on a bookmaker meeting a wide range of criteria, with first-hand testing and strict editorial standards in place to reach our conclusions. Below are some of the key considerations when reviewing bookmakers and compiling our rankings for the best online betting sites: All our recommended online bookmakers are licensed and regulated by the UK Gambling Commission. The UKGC maintains high standards of fairness and accountability, ensuring bookies meet legal requirements for fair play, data security, customer protection, and responsible gambling protocols. They have the ability to bet betting odds comparison sites hand out huge fines and suspend licences, such as fining NetBet £650,000 for breaching money laundering and social responsibility guidelines. Bettors are advised to only ever use UK-licensed betting sites, as offshore or unlicensed bookies don’t carry the same level of protection or guarantees.

17. Betfair

Time during the review process of an online bookmaker is split 50/50 between the desktop and mobile sites or app. App reviews on both iOS and Android are taken into consideration. We look at the performance of each online bookmaker for a range of factors, including ease of navigation, loading times, user-friendly design, responsiveness, page load speed, app usability and more. Using our own odds comparison tool allows us to check which bookmakers boast the most competitive prices, noting which bookies consistently appear at the top of our rankings. We check the competitiveness of odds across the top sports and major events in the UK and abroad. ✓ Bet builder available across a wide range of sports ✓ Regular free bet builder promotions each week The World Cup is right around the corner and bettors will struggle to find an online bookmaker with more World Cup betting offers than Betfair in the run up to the tournament.