New Betting Sites in the UK: The Bookmakers Launched in 2025 and 2026

For twenty years the story of British bookmaking was consolidation: independents swallowed by chains, chains merged into groups, groups floated and sold. Then, around 2024, the direction changed. Small operators found they could rent a sportsbook platform, hold their own licence and launch with a personality the giants had lost, and the new betting sites of 2025 and 2026 are the result: a Welsh family firm going online after fifty years in the shops, hybrids with a casino on the same wallet, and free bets with 1x wagering instead of a page of conditions.

This guide covers the new betting sites in the UK that we have verified, what each sign-up offer really pays, and which of the newcomers ranked elsewhere we could not confirm. Offers come from our sheet; licences from the Gambling Commission register; the rest from our own accounts.

New betting sites in the UK: our shortlist

Betsuna, easyBet, 247Bet, MogoBet, Lottoland Sports and Ken Howells are the new betting sites in the UK worth an account in 2026, chosen on the value of the sign-up offer, the licence behind it and how the book behaved when we bet with it. Three are hybrids with a casino attached; one is a bookmaker that has traded since 1968 and only went online in 2025.

18+. New customers only. Every offer here is copied from the operator’s own terms and re-checked monthly; significant terms apply and are in full in each review. GambleAware.org #ad

The five newest bookmakers in detail

Betsuna

The cleanest new-bookmaker welcome

A 2026 white label on ProgressPlay Limited’s licence (account 39335), Betsuna asks for a £10 bet at 1.5 or bigger and returns a single £50 free bet with 1x wagering on the winnings, a £200 maximum conversion and seven days to use it. Casino and sportsbook share the wallet, with a separate casino welcome of up to £100 plus 50 spins. As new-bookmaker offers go, it is the simplest we have read this year.

easyBet

Bet builders count

Most sign-up offers exclude or downgrade bet builders; easyBet counts them alongside singles and multiples. Place and settle £20 across at least two different events at 2.0 or bigger and £20 in free bets follows. The market list is the essentials, done cleanly, and the brand is licensed for Great Britain from launch. A promising 2026 newcomer we have reviewed in full.

247Bet

A casino-led launch with a sportsbook

247Bet runs on White Hat Gaming’s platform, the group behind Dream Vegas and Grand Ivy, with a casino welcome of 75 free spins on Big Bass Bonanza and a sports welcome of a 100% match up to £50 for a £20 deposit, usable on bets at 3/4 (1.75) or better. Best for players who want both products under one login; the sports match carries bonus wagering, so read it before opting in.

MogoBet

Betsuna’s sibling with a smaller token

Another ProgressPlay white label from 2026 and the same mechanics as Betsuna at a lower value: a £10 bet at 1.5 or bigger for a one-time £30 free bet with 1x wagering, £200 maximum conversion and seven days. The casino side gives up to £50 plus 20 spins. Deposit the minimum and use the free bet at bigger odds than you qualified at.

Ken Howells

Fifty-seven years of shops, one year online

The Swansea bookmaker has traded since 1968 and took its book online in 2025 alongside telephone and shop betting, under Targetlocal Limited on one of the lowest licence numbers on the register. It does not appear on our verified offers sheet yet, so we list no welcome offer; our Wales page covers the racing-led book in full.

New betting sites compared

What a 1x-wagering free bet actually means

Old-style free bets pay winnings as cash you can withdraw. The 1x-wagering version at Betsuna and MogoBet pays winnings as a bonus you must stake once before withdrawing, with a £200 ceiling; it is a small extra step, not a trap, and far kinder than the 5x or 10x that casino bonuses carry. The stake is not returned either way, so a £50 free bet at evens returns £50 in winnings, which then needs one £50 bet before it is cash.

Newcomers you will see elsewhere

BetTOM (launched May 2025), BetWright (2024), PricedUp (2024), DragonBet (2022, the Welsh independent) and MetaBetting (online since 2025) all hold their own licences and are ranked on other new-bookmaker lists; DragonBet and MetaBetting appear on our nation pages. None is on our verified offers sheet yet, so we list no sign-up offers for them here.

New betting site FAQs

What the new betting sites do differently

The launches of 2025 and 2026 compete on features as much as free bets, and the features are the same ones the big books took years to add. Bet builders and same-game multis are standard from day one, easyBet even counting them towards its welcome; cash out is on most bets everywhere; the hybrids put a casino on the same wallet so one deposit serves both; and the free bets themselves have changed shape, with 1x wagering on winnings at Betsuna and MogoBet replacing the old tangle of conditions. Lottoland Sports adds its Bet Mentor tool inside the app; DragonBet, the Welsh independent, streams live racing and greyhounds and prices Welsh-only markets; and several newcomers pay out to Visa in minutes rather than days.

Which new betting site has the best offer?

Measured on what a £10 bet returns, Betsuna wins: a single £50 free bet at 1x wagering for a £10 qualifying bet at 1.5, five times the stake and the lowest odds threshold on this page. MogoBet is the same mechanic at £30. easyBet returns your £20 in free bets for £20 in bets, even money, but with the friendliest rules. 247Bet’s match bonus is the largest headline and the most conditional, because it is a bonus to wager rather than a token. For a first account among the newcomers, Betsuna; for a builder-first punter, easyBet.

Top events to bet on in 2026 and 2027

A new account is best opened with a fixture in mind. The autumn and winter of 2026 belong to the football season, the Premier League, the Championship, the Scottish Premiership and the Champions League group stage, and to the jumps season building towards March. The calendar after that:

• Six Nations, February to March 2027: Wales, Scotland, England and Ireland priced in depth at every new book, with DragonBet carrying Welsh-only markets.
• Cheltenham Festival, March 2027: four days that decide which new bookmaker is serious about racing; look for best odds guaranteed and extra places.
• Grand National, Aintree, April 2027: the most-backed race of the year and the one where a £5 each-way token goes furthest.
• Champions League final, Madrid, June 2027, and the end of the domestic season: bet builders and accas on the run-in.
• Royal Ascot and the Epsom Derby, June 2027: flat racing’s showpieces, early prices from the independents.
• The Ashes in England, summer 2027: five Tests of match and series markets, and the one summer where cricket outdraws football.
• Wimbledon and The Open, July 2027: tennis outrights and golf each-way places, both strong at the big books and thin at the newcomers.
• Ryder Cup, Adare Manor, September 2027: three days of match betting; the Irish books price it best.
• Rugby World Cup, Australia, October to November 2027: outrights open early; the new books will follow the big ones on prices.

Fixture lists and venues are as published by the organisers at the time of writing and can change; check the date on the bookmaker’s page before you place a future bet.

The qualifying bet, worked through

Take Betsuna’s offer as the model. You deposit £10 and back a home win at 1.6 for £10. If it wins you have £16 in cash and the £50 free bet arrives; if it loses you have nothing in cash and the same £50 free bet. Either way the free bet is a single £50 stake at 1.5 or bigger: at 2.0 it returns £50 in winnings, which need one £50 bet before withdrawal, up to the £200 cap. At easyBet the two £10 bets must be on different events and must settle, so a Saturday coupon with two singles does it in an afternoon, and the £20 in free bets follows. The one habit that turns these offers into money rather than turnover is picking the qualifying bet on a market you would have backed with your own cash anyway.

Local independents worth knowing

Beyond the launches in the table, the UK has a new wave of regional bookmakers that predate 2026 but only recently went fully online: DragonBet in Cardiff, run by a family of on-course bookmakers since 1968; McBookie, the Scottish brand since 2009 now on Playquarry’s licence; and Toals and BetMcLean in Northern Ireland, both with online sportsbooks alongside dozens of shops. None is on our verified offers sheet yet, so we list no sign-up offers, but our Scotland, Wales and Northern Ireland pages cover each in detail and explain which are genuinely independent, which are online and which are shop-only.

Which new bookmaker is right for you

• If you want the best free bet: Betsuna, £50 for a £10 bet at 1.5 with 1x wagering; the simplest new-bookmaker welcome we have read.
• If you build bets: easyBet, where bet builders count towards the £20 qualifying bets and two matches at 2.0 do the job.
• If you want casino and sport together: 247Bet or MogoBet, hybrids with a welcome on each side of the wallet.
• If you back accas: Lottoland Sports, whose free bet is an acca or bet-builder token for a £10 acca at 3/1 or bigger.
• If you want a bookmaker with a phone number and fifty years of shops: Ken Howells, online since 2025, racing-led, personal, and covered in full on our Wales page.

How we tested

We opened an account at every new bookmaker in the table, deposited the minimum by debit card, placed the qualifying bet at the lowest odds the terms allow, used the free bets over the following week and withdrew what was left. We also priced the same Saturday football coupon at each new book and at bet365 to see how the newcomers compare.

Every site here holds a Gambling Commission licence, which we check on the public register rather than in the footer, and every offer is copied from the operator’s own terms, then re-checked at the start of each month. Where a brand runs on another company’s licence we say so, and where we could not confirm an operator we leave the brand out rather than guess.

What the UK rules mean for new bookmakers

Since January 2026 a UK-licensed casino cannot ask for more than 10x wagering on a bonus, online slot stakes are capped at £5 a spin (£2 for 18 to 24-year-olds), credit cards cannot be used to deposit and bonus-buy features are off. Free bets are not directly regulated beyond the general rules on fair terms and clear presentation, which is why qualifying odds and expiries vary so much between sites.

A new bookmaker must still verify your identity before you can withdraw, segregate customer funds according to its stated protection rating and offer the same safer-gambling tools as the established names. Deposit limits, time-outs, reality checks and GamStop self-exclusion sit in every account from day one; setting a limit before the first deposit is the one habit we would press on anyone reading this.

Mistakes to avoid

• Placing the qualifying bet at longer odds than you would normally back, just to qualify.
• Missing the deadline: most free bets expire seven days after they land.
• Assuming a new bookmaker prices every market a big one does; it usually does not.
• Withdrawing while a bonus is active without checking whether it forfeits the bonus; winnings from wager-free spins are cash and unaffected, bonus balances usually are not.
• Chasing a cap: a bonus capped at £50 or £100 stops being a bonus above that line, however well it runs.

A last word

The new bookmakers are the most interesting thing to happen to British betting in years, but they are small, and small books have narrower markets and thinner support. Take the welcome, judge the prices on a coupon you know, and keep a big-book account for the depth. Martin.

18+. New customers only. Every offer here is copied from the operator’s own terms and re-checked monthly; significant terms apply and are in full in each review. GambleAware.org #ad