How We Make Money
Short version: when you click a link on this site and sign up with a casino, we usually get paid. It costs you nothing, and it does not change what we write.
Here’s the long version, because you deserve the detail.
What an affiliate link is
Most links from UKCasinoPlay.net to a casino are tracked. They carry a code identifying us as the referrer. If you follow one and go on to register an account — and, depending on the deal, make a deposit — the operator pays us.
You pay nothing extra. Your bonus, your terms and your account are exactly the same as if you’d typed the casino’s address into your browser directly. Affiliate commission comes out of the operator’s marketing budget, not your balance.
How we’re paid
Deals in this industry come in three shapes, and we may have any of them:
- CPA (cost per acquisition) — a fixed one-off fee, when a referred player registers and deposits.
- Revenue share — an ongoing percentage of the operator’s net revenue from players we referred. “Net revenue” broadly means players’ losses minus the operator’s costs. To be blunt about the implication: under a revenue-share deal, we earn more when referred players lose more. We think you should know that, and it’s precisely why our Responsible Gambling tools and warnings are not decorative.
- Hybrid — a smaller CPA plus a smaller revenue share.
What commission does not affect
- Scores. Ratings are produced against the published rubric by a reviewer who has not been told the commission rate.
- Rankings. Toplists are ordered by rating, or by the sorting criterion named on the page (payout speed, bonus size, etc.). They are never ordered by what we’re paid. If a page ever is ordered commercially, it will say so at the top in plain English.
- What we cover. We review casinos we have no commercial relationship with, and we publish negative reviews of casinos that pay us.
- Whether we keep a review up. We do not remove or soften reviews in exchange for money.
Where you’ll see disclosure
Any page containing affiliate links carries a disclosure notice above the first such link. Links themselves are marked rel="sponsored" in the page code, as Google’s guidelines require.
The uncomfortable bit
We’re aware that a review site funded by the businesses it reviews has a structural conflict of interest. Disclosure doesn’t dissolve that conflict; it just makes it visible so you can weigh our advice accordingly. What we can do is publish our methodology in full, publish our editorial policy, keep commercial staff out of scoring, correct ourselves in public, and give you the tools to check us.
Read our reviews sceptically. Compare them against others. And if something looks bought, ask us: [corrections@ukcasinoplay.net].
Legal basis
This disclosure is provided in line with the CAP Code, the Consumer Protection from Unfair Trading Regulations 2008 , and the Advertising Standards Authority’s guidance on affiliate marketing.
Afflatus is not a gambling operator and holds no gambling licence. We do not accept deposits or place bets.
18+. Gambling can be addictive. Play responsibly. Free help: National Gambling Helpline 0808 8020 133 or GAMSTOP.