Affiliate Disclosure

What "Affiliate" Actually Means

Affiliate marketing is how a lot of comparison and review sites stay in business. The basic mechanic is simple — when you click a tracked link from our site to a casino partner and then sign up, the casino pays us a commission. That commission can be a flat fee per registration, a percentage of the player's net losses, or a hybrid of both. The exact structure varies by partner.

Here's what doesn't change because of that arrangement: the bonuses you see, the deposit amounts, the withdrawal terms, the gameplay experience. Whatever you get going through our link, you'd get going direct to the casino's website. Our commission comes from the operator's marketing budget — not from your pocket.

How We Earn Specifically

To be specific about the revenue model — there's three main ways affiliate publishers in this space earn:

• CPA (Cost Per Acquisition) — a one-off payment when a player you referred makes their first deposit. Typical range £75–£250 per referral depending on the casino.
• RevShare (Revenue Share) — an ongoing percentage of the casino's net revenue from the players we've referred. Typical range 25–45%, paid monthly.
• Hybrid — a smaller CPA upfront combined with a smaller RevShare ongoing.

We use a mix of all three across our different partnerships. Some operators only offer one model, and we negotiate based on what's available. None of the commercial structures involve any payment from you — these are all between us and the casino's affiliate department.

How Affiliate Income Interacts With Our Editorial

This is the bit that matters most. The whole reason readers come to a comparison site is to get an honest opinion — and the moment that opinion gets bent by commercial relationships, the site stops being useful. Here's how we keep the line clean:

The full review process — the 12 steps each casino goes through before being listed — is documented on our Editorial Policy page. That methodology is fixed regardless of commercial relationship.

Why Rankings Aren't Decided by Commission Rates

It would be easier (and more profitable in the short term) to just rank casinos by what they pay us. Plenty of affiliate sites do exactly that. We don't, for two reasons:

1. It breaks reader trust eventually. Players notice when the "best" recommendations consistently underdeliver. Rankings driven by commission rates produce poor reader outcomes, which produces poor retention, which kills the site over time. Honest rankings are a longer-term play but they actually work.
2. The casinos paying highest commissions are often the ones with the worst player outcomes. Operators who burn through customers fast can afford to pay big upfront acquisition fees because they're not relying on long-term player relationships. A casino paying us £250 per signup but holding payouts for two weeks is not a casino we want to send our readers to.

So our scoring methodology runs independently of the commercial side. A casino paying us small or no commission can rank above one paying us a lot, if the testing supports it.

How to Spot Affiliate Links on Our Site

We try to make this obvious without making the site uncomfortable to read. Where you'll see disclosure:

• The disclosure block in the page header on every guide and review
• "Affiliate Disclosure" link in the main footer of every page
• Affiliate links generally use the rel="nofollow sponsored" attribute as required by Google guidelines
• "Play" or "Sign Up" buttons leading to operators are tracked links

Not every link on the site is an affiliate link. Links to regulators (UKGC, MGA, Curacao), help organisations (BeGambleAware, GamCare), educational resources and Wikipedia are plain reference links with no commercial element.

Which Casinos Are We Affiliated With?

We don't publish the full live list because affiliate relationships shift — partnerships start, end, or get renegotiated. Generally, most of the operators in our top recommendations have some form of commercial agreement with us, and that's normal for any active comparison site in this niche. There are also operators we list without any commercial arrangement when they earn the spot in testing.

If you ever want to know whether a specific casino is one of our paying partners, email [email protected] and we'll tell you directly. We've never refused to answer that question.

What This Means for You as a Reader

Practically speaking, here's what to take away:

• Clicking through our affiliate links costs you nothing and changes nothing about your experience at the casino
• You're free to take our recommendations and go direct to the operator instead — we won't lose sleep over it, but we'd appreciate the support if our reviews helped you find a good fit
• Our recommendations reflect testing, not commissions — so whether you click our links or not, the rankings you see are an honest signal of what we found
• If we ever feature a paid sponsored post or paid placement (rare, but possible), it gets clearly labelled as such so you can tell the difference from editorial content

FTC, CAP and ASA Compliance

This disclosure is provided in line with:

• UK Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP) guidelines on affiliate marketing
• Consumer Protection from Unfair Trading Regulations 2008
• The Federal Trade Commission (FTC) endorsement guidelines, where readers from the United States access the site

If anything on the site looks like it might breach any of these standards, we want to know — write to [email protected] and the editor reviews every concern personally.

Sponsored Content vs Editorial

The vast majority of what's on this site is editorial content — written by our team based on our own testing, with no operator input. We don't currently run sponsored posts or paid placements, but if that changes in future:

• Sponsored content will be clearly labelled at the top of the article
• It'll appear on a different URL pattern from editorial reviews
• Sponsored articles won't influence editorial rankings or appear in the main top-of-page comparison tables
• The same responsible-gambling and 18+ standards apply

If You Spot Anything Off

This whole disclosure depends on us actually living up to it. If you ever notice something that looks like commercial pressure has shaped the editorial content — a glowing review of an operator with documented payout problems, a missing negative point you'd expect to see, anything that doesn't add up — please tell us.

Email [email protected] with "Editorial concern" in the subject line. The Editor-in-Chief reads every one of these personally and we treat them seriously. Where the concern is valid, we update the content and add a dated note explaining what changed.

Questions

Anything in this disclosure that's unclear — get in touch.