How We Earn

We earn money through affiliate links. When a reader clicks through to an operator and signs up, the operator's affiliate programme pays its network a commission, and the network passes a share to us. The reader pays nothing extra, and the operator's bonus or signup offer is not reduced because the reader arrived from this site.

There are two common commission structures we work with. Cost-per-acquisition pays a flat amount for each depositing player; revenue share pays a percentage of the operator's net gaming revenue from the player over time. Revenue share aligns our incentives with retention — we are paid more if the operator is a place people stay rather than a place they bounce off — but it also means that an operator that keeps players through aggressive promotions can be more profitable for us than one that does not. We disclose this because it is a real conflict of interest, and we manage it by setting editorial weights that penalise aggressive promotions.

For you, as a reader, almost nothing changes. The affiliate commission is paid out of the operator's marketing budget, not out of your bonus or your deposit. The bonus you receive from the operator is the public bonus, with the public terms, and it does not depend on whether you arrived through our link or through a direct search.

A single reader signing up does not generate immediate revenue. Commission is paid monthly in arrears, after the operator's own retention and chargeback adjustments. A page can produce traffic for a long time before it produces any revenue, and we do not know for several months whether a given review is commercially successful. Patience is baked into the business model.

If you prefer not to use our affiliate link, you can navigate directly to the operator's website in a separate tab. The information on the review page is the same either way. We would rather you read a review carefully and go to the operator directly than click through hastily without reading.

The commercial team negotiates affiliate deals; the editorial team writes reviews and sets scores. These two groups meet weekly to review commercial requests, but editorial decisions are the editor's alone. Operators are not shown drafts, they do not approve copy, and they cannot buy higher placement in our comparison tables.

This firewall is enforced by giving the editorial team read access to the commercial back office — which they rarely look at — and giving the commercial team read-only access to the content management system, so they cannot change copy. The arrangement is not foolproof, but it is as close as a small publisher can realistically get to the separation of church and state that larger publications have.

If you ever see a page on this site where the firewall seems to have failed — for example, promotional language in a review, or a surprisingly high score for an operator whose problems you know about — please tell us. We publish our editorial email on the About and Contact pages. Reader corrections are one of the best signals we have that our process is working as intended.