How We Make Money

This site is free to read and carries no subscription, and it is funded by commission paid by some bookmakers when a reader opens an account or deposits through one of our links. Commission never changes a score or a position in a ranking, because the eight criteria and their weights are fixed in advance and published in full on How We Rate, and none of them has anything to do with money paid to us. That is the whole answer, and the rest of this affiliate disclosure explains the mechanism, names what commission cannot buy and deals with the question this particular site has to answer honestly: offshore bookmakers pay affiliates more, so why list them at all.

Written by Emma Wiggs

11 September 2026

Contents show

What an Affiliate Link Is

Every “Bet now” and “Visit site” button on this site is a tracked link. It runs through a `/go/` redirect that tells the bookmaker the visit came from us, and if you then register or deposit, the operator may pay us a fee. That redirect is the only thing between our page and the bookmaker’s, and it is deliberately visible in the URL rather than disguised as a direct link.

Affiliate commission is paid under one of three models, and the differences matter mostly to us rather than to you:

CPA, a one-off fee for a qualifying registration or first deposit;
Revenue share, an ongoing percentage of the operator’s net revenue from players who arrived through our links;
Hybrid, a smaller one-off fee plus a reduced ongoing share.

You pay nothing extra either way. Following one of our affiliate links costs you no more than typing the bookmaker’s address into your browser, and the welcome offer is the same one the operator advertises publicly. Nothing is added to your stake, your deposit or your withdrawal because you arrived here first.

Which Bookmakers Pay Us — and Which Don’t

Partner status is disclosed where you meet the operator, not buried on this page. A disclosure line sits above every ranking and comparison table, and the outbound links themselves are identifiable as commercial by the `/go/` redirect they use.

We do not publish a live list of our betting affiliate partners, and the reason is practical rather than evasive: commercial relationships start, lapse and change terms frequently, and a list that is wrong three weeks after publication is worse than no list at all. What we publish instead is the rule that governs both cases. Partner and non-partner operators are scored on the same eight criteria, with the same weights, by the same reviewers, and a bookmaker that pays us nothing is listed and reviewed on identical terms.

Non-partner operators can and do outrank partners, including at the top of a list. Nothing in the method could produce a different outcome, because there is no input where a commercial relationship could be applied even if someone wanted to.

What Commission Does Not Buy

This is the line, stated flatly rather than hedged. Commission does not buy:

A higher score on any of the eight criteria, or on the total;
A higher position in any ranking, table or “best for” row;
Softer cons, a shorter list of drawbacks or a friendlier verdict;
Removal of a genuine complaint, restriction or regulatory finding from a review;
Sight of a review before publication, or the right to request a change to a score;
A place in a list of Gambling Commission licensees without holding the licence.

The last one is worth spelling out. No amount of commission puts an unlicensed or offshore operator into our main ranking, because the licence check happens before scoring and failure there ends the process rather than costing points. The rules behind all six are in our Editorial Policy.

Why We Also List Offshore Bookmakers

Here is the uncomfortable part, said plainly. Offshore operators typically pay affiliates more than Gambling Commission licensees do, sometimes considerably more. Anyone assessing this site is entitled to ask what stops that money pulling the content around, and “we would never” is not an answer.

What stops it is that the licence criterion is fixed, weighted and published before any operator is assessed. It carries 20 of the 100 available points, a Gambling Commission licence is the only thing that takes full marks on it, and an offshore licence cannot reach them however good the rest of the product is. Our main ranking contains Gambling Commission licensees only. Offshore operators appear on separate pages, labelled as offshore, with the regulator named and the missing protections set out.

We list them at all because UK readers search for them in volume and will find them with or without us. A labelled listing that names the regulator and states what a player gives up serves that reader better than silence. What we will not do is present an offshore account as equivalent to a UK-licensed one, or suggest that someone who has self-excluded through GamStop should use one to bet around their own exclusion.

Other Revenue Sources

There are none worth a table. We do not sell display advertising, we do not publish sponsored content, sponsored reviews or paid guest posts, and we do not license our data to third parties. Affiliate commission is the only way this site earns anything.

If that changes, this page changes with it. Any sponsored content would be labelled at the top of the page, excluded from rankings and written by someone other than the reviewers who score operators.

Questions About Our Funding

If you think commission has influenced something here, we would rather hear it than not. Write through Contact Us with the page and the claim you are questioning, and we will check it against the scoring record and reply. To escalate beyond the editorial team, our Dispute Procedure sets out how, and any correction that follows is logged under the Corrections & Updates Policy.