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

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18+. New Players Only. Min deposit £20. Offer is a £30 free bet when you bet £10 in one single transaction, on any sports at odds of 2.00 or higher. Free bet credited upon qualifying bet settlement. Free Bet can be redeemed on any sports market and used in one single transaction. Winnings credited as cash and immediately withdrawable. Free bet expires 7 days after being credited. Free Bets non withdrawable. Free Bet stakes not included in returns. Affordability checks apply. Terms apply. Please gamble responsibly. GambleAware.org.
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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
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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
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18+. New GB customers referred by selected marketing partners only. Activate the sports welcome offer on your first deposit and opt in to sports bonuses and marketing. Deposit £10+ and place a £10+ sports bet at odds of 2.00+. £10 Free Bet credited after the qualifying bet settles. Use within 24 hours at odds of 2.00+. Free bet stake not returned. Voided, cashed-out or partially cashed-out bets do not qualify. Cash funds are used before free bets. Cannot be combined with the casino welcome offer. Full T&Cs apply. Please gamble responsibly.
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New online customers only. Register and place a £/€5+ first bet at 1/1 (2.0)+ on sports or racing within 7 days. Get a £/€10 Tote Credit and £/€10 Free Sports Bet within 48 hours of settlement. Voided/non-runner bets don’t qualify. Rewards expire in 7 days. 18+. One per customer. Selected customers only. Full T&Cs apply. GambleAware.org.
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*New members only. £10+ bet on sportsbook (ex. virtuals) at 1.5 min odds, settled within 14 days. Free Bets: accept in 7 days, valid 7 days on sportsbook only. 2x£5 Free Bets for Bet Builder only. Stake not returned. T&Cs + deposit exclusions apply. Bet Responsibly. GambleAware®. 18+
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New customers place your first bet of £10 at minimum odds of 1/1 on any sports market within 7 days of registering. Get £20 in ACCA Free Bets (2x£10 Acca Free bet (2+ selections, pre-match or in-play/live, min odds per leg 2/5 (1.4), max payout £50) . Full terms apply. 18+ begambleaware. Please gamble responsibly.
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18+ New customers only. Opt in and bet up to £40 (min. £20) via mobile or app on any football (odds 1/1+) within 7 days of registration. Get up to £40 in free bets on selected markets, which expire in 7 days. T&Cs apply. GambleAware.org | Please gamble responsibly
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*New UK/IE customers . Place your first Football bet as an Accumulator (minimum four selections) and AK Bets will boost the return by 25% in the form of a Free Bet up to a value of £100. 18+ BeGambleAware.org."

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