Are you looking for something different from your average run-of-the-mill online sportsbook in 2022? Well, luckily for you, the UK sports betting market is fortunate to be an exceptionally vibrant environment. Operating under the stringent and respected regulatory framework of the UK Gambling Commission (UKGC), there are many new entrants to the UK sports betting scene each year – and this year is no different. Below, we explore some of the newest and fastest-growing online bookmakers in the UK market today. Our first impressions will cover all you need to know, including their latest sportsbook promotions for new customers, which is fast becoming a differentiator between good and mediocre sportsbooks. We’ll also discuss the user experience of their betting platforms through to the competitiveness of their odds.


The LiveScore brand is one of the most popular among football fans, particularly in the UK and mainland Europe. LiveScore first shot to prominence with its real-time football score app but now it has dipped its toe into fully-fledged sports betting. LiveScoreBet is a sister site to Virgin Bet, which is also part of the LiveScore Group. However, the former’s successful score app appears to have given it a head start on the latter. You can download native apps on both Android or iOS, with the LiveScore Bet platform offering a clean and simple user experience. All available markets are listed on a conventional left-hand navigation menu.


Back in 2018, no-one battered an eyelid when LeoVegas acquired iGaming group IPS Limited. In doing so, it secured the BetUK sportsbook, which has recently relaunched as a UKGC-licensed site. Its simple yet strong brand has already resonated with British bettors, as has its impressive sign-up offer that dishes out £60 in free bets to those who place a £20 real-money bet upfront. Like LiveScoreBet, BetUK still leans heavily on the classic left-hand navigation menu to showcase its available markets. It also offers a range of free-to-view sporting events to stream live through your BetUK account, including daily horseracing meetings.


SBK is the online sportsbook powered by the challenger sports betting exchange, Smarkets. It is unique to any of the other sportsbook operators listed within this article is it is a mobile-exclusive bookmaker. This means you can only bet with SBK through their native mobile apps, available on iOS and Android. Few online bookmakers can rival SBK for their depth of available betting markets. As you might expect from a slick, Smarkets-owned platform, SBK covers all bases for the biggest sporting events. It also has a dynamic cash-out facility. SBK has a community feel, largely driven by its user-generated tips, that help to drive engagement and provide betting inspiration for customers.


Midnite started out as a fully-fledged eSports betting platform. The UKGC-licensed operator cemented itself as a major player in the eSports betting scene before branching out into the traditional sports betting market. As you might expect from a next-generation sportsbook, Midnite does things a little bit differently in terms of customer engagement. It has its own Discord channel that members can sign up to. A ‘Bet £20, Get £20’ welcome bonus also compares favorably with other well-established brands in the sports betting vertical. Midnite bettors can also tweet the Midnite handle with their bet slips to be in with a chance of landing a ‘Power Up’, giving them a boost to their potential payouts. It’s those kinds of innovations that are setting Midnite apart right now.


Although Parimatch is an established brand that dates back to the mid-1990s, it has to be said that it’s taken decades to make its make in the UK market. Historically, Parimatch has been a more popular operator in the mainland and eastern Europe, but it has secured a UKGC license and is starting to make waves on British soil. A ‘Bet £5, Get £30’ welcome promotion ensures a low barrier to entry for sports betting beginners. At present, Parimatch covers 27 sports and is known for its competitive odds. Regular customers can also avail themselves of trending bets as well as ‘bet boosts’ and enhanced access that provide added value over the sports season.