The arrangement, step by step
Links from this site to casino operators carry tracking references. When you follow one and open an account, the operator's affiliate programme records that you arrived from Reel Matchup, and the operator pays us a commission. That is the entire revenue model of this site — there are no subscriptions, no sponsored posts and no paid placements dressed up as reviews.
The commission comes out of the operator's marketing budget. You pay nothing extra by using our links, and you lose nothing by ignoring them and typing the operator's address directly — the products and offers are identical either way.
What the money cannot buy
- Position. Rankings follow scores; scores follow the published criteria. Ratings are settled before any commercial conversation takes place.
- Removal of criticism. Operators that score poorly stay on the site, with the score and the reasons visible.
- Inclusion. No commission rate gets an unlicensed operator listed. A Gambling Commission licence is the non-negotiable entry ticket.
How you can tell what's a paid link
Every operator link is marked sponsored in the page code, and any mention of a welcome offer carries the "Ad · 18+ · T&Cs apply" note beside it. Links to regulators, charities and support services — the Gambling Commission, GamStop, GamCare, GambleAware — are never affiliate links and never will be. Nobody pays to be part of the safety net.
Independence, stated plainly
Reel Matchup is not owned in whole or in part by any gambling operator, platform provider or marketing group tied to one. We hold no gambling licence because we conduct no gambling: no games run here, no bets are taken here, and no player money ever passes through this site. We review, we compare, we link. The gambling itself happens with the licensed operator, under the operator's terms and the regulator's watch.
Questions this page hasn't answered go to editor@reelmatchup.com — or through the contact page.