How Do The Odds on Newer Betting Sites Compare to Established High-Street Bookmakers?

New vs Established Betting Sites

The rise of new UK betting sites presents punters with more choice than ever before. Hitting the scene with eye-catching branding and rewarding welcome offers, new betting sites help add variety and often great value to a competitive market.

New Betting Sites or Established Bookmakers?

As the name of our site suggests, here at newbettingsites.uk we are big fans of new arrivals to the betting market. When highlighting the benefits of new betting sites, one of the questions we are most commonly asked is, "How do the odds on new betting sites measure up against established UK bookmakers – particularly the traditional high-street operators?"

Our quick answer to this query is that the odds on new betting sites often measure up very well. However, the only true way to find the answer is via a comparison of betting odds across UK betting sites. Here, we outline why newer operators are motivated to provide great value odds, and take a look at how the big names compared with the newer players in the biggest betting event of them all – the Aintree Grand National.

Driven by The Need to Compete

In sports betting, odds are one of the primary ways sites compete. As such, new sites entering the market have every incentive to offer odds which compare favourably with the competition. After all, why would a punter choose a new betting site over an established operator if the odds weren't at least as good?

Driven by a desire to gain a foothold in the market, new betting sites often offer slightly more competitive odds than some established operators. This value usually comes in the shape of lower margins and/or enhanced odds specials and odds boosts promotions.

In a nutshell, established operators can rely more on reputation than new sites. One way some new UK betting sites attempt to bridge the gap is through offering excellent value prices. Some online-only operators can be highly competitive with their pricing as they have lower overheads than traditional high-street sites.

New Betting Sites vs Established Betting Sites

Having outlined the reasons why new betting sites might offer great value odds, we decided to test this theory. Writing this article on 10 April 2026, what better market on which to conduct a test than the Aintree Grand National?

For the purposes of our test, we selected bet365, Ladbrokes, and BetVictor as our three established operators, while PricedUp, BetGoodwin, and BetTom represented the newer betting sites.

Using a snapshot of the market taken at 10pm on 10 April 2026, we recorded how many of the 34 runners our six selected bookmakers offered the outright best price or joint best price for. The results were as follows:

Bookmaker Number of Runners
Bet365 9
Ladbrokes 9
BetVictor 6
BetGoodwin 10
BetTom 10
PricedUp 21
Based on our Grand National snapshot on the night before the race, our three newer betting sites returned a higher number of outright or joint-best prices than the established high-street bookmakers – with PricedUp in particular performing very well. While it is important to note that this is only one market among the many thousands available each year, it does show that new betting sites can match, and in some cases outperform, established operators on price.

Best 10 New Bookmakers

£30 SIGN UP HERE

18+ New customers only. Place a £10+ bet at min odds 1/1 (2.0) within 14 days of sign-up. Get £30 in Free Bets, valid for 7 days on selected bets only. Free stake not returned with winnings. T&Cs apply. BeGambleAware.org
£20 SIGN UP HERE

18+. New players only. Deposit £20 and bet £20 in one transaction at odds of 2.00+ to receive a £20 free bet after settlement. Use within 7 days; stake not returned. Affordability checks apply. Terms apply. Gamble responsibly. GambleAware.org.
£20 SIGN UP HERE

New verified customers only. Opt-in required. Deposit £20 and earn £1 of Free Bet value for every £1 staked on Bet Builders, with each qualifying stake counting towards a free bet builder reward, at combined odds of 2.0 (1/1) or greater. Min Reward: £1 Free Bet / Max Reward: £20 Free Bet. Cash in or claim within 48 hours of promo end. Free Bets expire 7 days after claim. 18+ GambleAware.org
10 SIGN UP HERE

100% Casino Bonus up to £100 (new players only), £10 min deposit, no max cash out, 40x wagering, £5 max bet with active bonus, eligibility restricted for suspected abuse, cashback unrestricted, Skrill & Neteller excluded, T&Cs apply. Free bet min odds 2.0; free bet value deducted from winnings.
£10 SIGN UP HERE

Place qualifying bet within 7 days of reg (Min £10 at odds of EVS+). 2 x £5 free bets awarded once qualifying bet settles (18+). Full T&C’s Apply
£10 SIGN UP HERE

Welcome bonus for a new players only | Maximum bonus is 100% up to $/€/£ 123 | Min deposit is $/€/£ 10 | No max cash out | Wagering is 50x bonus | Maximum bet while playing with a bonus is $/€/£ 5 |
Eligibility is restricted for a suspected abuse | Skrill and Neteller deposits excluded |
£40 SIGN UP HERE

Deposit £10+ and place a sports bet within 7 days from registration. Get 4 x £10 Free Bets - 2 x Football Accas (4+) & 2 x Sports Multiples (2+), valid 7 days. Min odds apply. Excludes virtual sports, esports and non-UK/IE horse racing. Opt-in required. 18+. T&Cs apply.
£10 SIGN UP HERE

New Customer Offer – Bet £10 and get 1 x £10 free bet. First bet must be at odds of 2.00+ (single or acca). New customers only. Real money bets only; void/cash-out bets don’t qualify. Free bet credited within 24h, valid 7 days. Winnings paid as profit only (free bet stakes are not returned with winnings). Verification may be required. T&Cs apply.
£10 SIGN UP HERE

New customers can claim this sign up offer with code "BET20GET10". Deposit £20 or more and place a £20 bet at min odds 2.0. Get a £10 free bet. Free bets expire after 7 days. Full terms apply. 18+ BeGambleAware.org
£20 SIGN UP HERE

18+. New customers only. Place a minimum £40 bet on any selection with minimum odds of Evens (2.00) and receive a 4x£5 Free Bets. Free bets expire after 24 hours. BeGambleAware.org. T&Cs & Maximum Pay-Outs Apply. #ad

Read More