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The chances are if you are reading this page you are looking for a new site to bet with, if that is true you’ve come to the right place. We list every major new betting site launched with a UK gambling licence, fully vetting each brand first to ensure they are good enough to be included in our lists. Things have changed in recent years, previously to become a new online bookmaker you needed to lay out huge resources up front, to pay for things like a platform to run on, odds traders to create your odds and all the other things needed to run an independent bookie. Nowadays however new brands can be set up in almost no time, using third party platforms and service providers to run their products.

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Many of these new brands do not even hold their own gambling licenses, rather the platform does everything for them, including managing the funds and compliance, these are known as white labels. There is nothing wrong with a white label as such but they do come and go with worrying frequency, therefore it really does help to know who the serious new brands against the skins looking to make a quick buck. On our pages we show you many different types of new betting sites to suit a range of customers and their needs.

Whether you are looking for a new independent site, a European focused brand, a niche site, or a more modern product, we will have a site for you. If you are looking for details of how to bet online see our betting FAQ. Our principle aim is to let you know what is going on in the online betting world but we don’t add new sites the second they are launched.

Rather we wait a while to check new brands are all above board as we know there are many teething problems when new sites first come out. Sites are listed in the order we add them, with newer listings at the top. This order may differ slightly from the order in which they were established but this is only to allow us to properly vet sites first to make sure they are good enough. Some new sites are spin offs of existing established companies, meaning they are generally more complete on initial launch. Others are brand new independent sites that take a little while longer to test.

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Finally white labels and those running on third-party platforms can take the longest to be listed as we first need to ensure the company has integrity and longevity. We don’t tend to list: We also know that ‘new’ is a relative term that depends on your starting position. Therefore as part of our aim to list a variety of options to suit a range of punters we list sites that we feel will be new to a typical online punter.

Most new sites these days do not design their own platform or run their own odds in house, this is one of the biggest start up costs for a new company and there are now many very good sportsbook platforms out there that comes ready made. New sites, in the main, will pay a fee to use a dedicated existing platform, such as SBtech, and will then choose which features, banking options, promotions, games, markets, etc., that they would like to have.   This is one of the reasons why online betting is so competitive these days, as you no longer need to be a multi-million existing company to enter the market.  

This means more competition in the industry, driving value and innovation while also giving more choice for the user. There are different levels of integration depending on what new companies want.

This ranges from full white labels where the provider does everything for you, including the legal stuff like holding the gambling licenses, the customer funds, running the payments, customer service, etc.; to sites that still do most things in house but will use the platform for the markets and odds. In general white labels are basically clones of each other, with some styling and promotional differences. Other sites that have their own licenses but run on third party providers however may look the same but the greater freedom to chose features, markets and services means underneath these are very different to each other.

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This can be hard to spot on the surface, hence why we tell you about the set up of every site we list. You can read about all the major platforms and various levels of integration on our platforms pages. Free bets and bonuses are part and parcel of the online betting industry, and in fact one of the biggest reasons people sign up to new companies. Online gambling businesses have relatively low overheads and so can afford to provide generous incentives for you to play. Sites that are new to the market also tend to provide very good intial offers to get themselves noticed among the crowd. It is worth noting however that while many groups let you claim bonuses with all of their sites, there are some that will restrict how many introductory offers you can claim through a series of linked sites. We therefore list who owns each brand that we cover, if you’ve previously bet with another brand owned by the same group it is worth checking first that you are eligible.

We also list our bonuses in British pounds (GBP) but many of these deals are also available in Euros (Eur), US Dollars (USD) and many other currencies. Finally we list all significant terms in line with UK advertising laws and guidelines.