What Urb-IT does

Urb-IT operates a Swedish-language online casino comparison and affiliate marketing platform targeting Swedish players. The platform evaluates and ranks both Spelinspektionen-licensed domestic casinos (featuring BankID registration, Swish payments, and Spelpaus self-exclusion) and foreign-licensed operators under Estonian (EMTA), Curacao, Malta, and Anjouan jurisdictions. Core functionality comprises structured comparison tables covering bonuses, wagering requirements, minimum deposits, game counts, payment methods, and licensing details for 20+ partner operators. The business model is affiliate-revenue driven: the platform earns commissions when referred users register, deposit, and play at partner casinos. Marketing is executed through organic SEO and content marketing, with no paid advertising channels disclosed.

The underlying technology is a web-based content management platform hosting comparison pages, review articles, and educational content explaining regulatory differences between Swedish and non-Swedish licensed gambling environments. Go-to-market is content-led, capturing top-of-funnel Swedish search traffic related to casino selection, bonus comparison, and licensing questions. Pricing is not publicly disclosed as the product is consumer-facing content rather than a paid SaaS offering.

Note on data conflict: firmographic records and historical funding data (~$12.4M raised 2015-2017 from Swedbank Robur and Zenith Venture Capital) describe a distinct prior business identity as a last-mile delivery/logistics platform founded in 2014, with a UK Head of Integration (John Brolly) referenced. The current website and structured data describe an unrelated casino affiliate business. This discontinuity is not reconciled within available source material and should be treated as a material data gap.

Name

Urb-IT

Website

https://urb-it.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Urb-IT is a Swedish-language online casino comparison and affiliate platform that reviews and ranks Spelinspektionen-licensed and foreign-licensed (Estonia, Curacao, Anjouan) online casinos for Swedish players, earning revenue through affiliate commissions on referred sign-ups and deposits.

Ownership category

akta.pro rank

Product category

Online Casino Affiliate / iGaming Comparison Platform

akta.pro primary industry

Casino/iCasino Affiliate & Review Sites (MPAEAMAB)

akta.pro secondary industry

Data Platforms, BI/Reporting & Player Analytics (CDP/Attribution) (MPAEAKAI)

Keywords

• Online casino reviews
• Casino affiliate platform
• Casino comparison site
• Gambling affiliate marketing
• IGaming content platform

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Casino Affiliate Commissions: The company earns revenue through affiliate partnerships with online casino operators. When users are referred to casinos and register/deposit/play, Urb-IT receives commissions. This includes both Swedish-licensed casinos (following Spelinspektionen rules with single bonus per player) and non-Swedish licensed casinos (offering multiple bonuses, crypto, e-wallets as payment methods).

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Urb-IT operates a Swedish-language online casino comparison and affiliate platform that ranks and reviews both Spelinspektionen-licensed casinos (with BankID, Swish, and Spelpaus) and foreign-licensed casinos (Estonia, Curacao, Malta, Anjouan) targeting Swedish players. The site publishes comparison tables and editorial content evaluating bonuses, wagering requirements, game counts, and payment methods, then refers users to partner casino operators and earns commissions on resulting registrations and play.

Product overview

Urb-IT is a single-platform casino comparison website that operates two integrated content modules: reviews of Swedish-licensed casinos (featuring BankID login and Spelpaus exclusion tools) and reviews of non-Swedish licensed casinos (offering alternative licensing jurisdictions like Curacao, Estonia, and Anjouan). The platform provides side-by-side comparisons of bonuses, game counts, payment methods, and wagering requirements to help Swedish players choose between regulated and non-regulated gambling options.

Differentiator

Problem solved

Functional benefit

Products and services

• Urb-IT Casino Comparison Platform A Swedish-language web platform that ranks and reviews online casinos licensed by Spelinspektionen (Swedish Gambling Authority) and foreign regulators (Estonia/EMTA, Curacao, Malta, Anjouan), evaluating bonuses, wagering requirements, game selection, payment methods, and licensing. Designed for adult Swedish consumers comparing online gambling options, with affiliate referral links to partner casino operators.
• Swedish Licensed Casino Reviews Ranked reviews and comparison table of Spelinspektionen-licensed online casinos, detailing BankID-based registration, Swish payments, Spelpaus self-exclusion integration, welcome bonuses in SEK, minimum deposits, wagering requirements, and game counts. Targeted at Swedish players who want to play within the Swedish regulatory framework.
• Non-Swedish Licensed Casino Reviews Ranked reviews and comparison table of online casinos operating under Estonian (EMTA), Curacao, Malta, and Anjouan licenses, targeted at Swedish players seeking alternatives to Spelinspektionen regulation. Covers bonus packages, free spins, cashback, reload bonuses, game libraries, instant-banking/crypto/e-wallet payment methods, and registration flows that do not use BankID or Spelpaus.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered minor.

• Wisho CasinominorOthersEstonian-licensed online casino featured in top recommendations. Offers tax-free winnings for Swedish players, over 3,000 games, cashback up to 20%, and welcome package of 400 free spins on two different slots.
• Mad RushminorOthersEstonian-licensed casino with no wagering requirements on bonuses. Features over 3,000 slot games, reload bonuses, instant bank payments, and welcome package up to 8,000 free spins across first 6 deposits.
• Dream.BetminorOthersCuracao-licensed Pay N Play casino operating outside Spelpaus. Offers games from 60 developers, over 4,000 casino games, recurring bonuses, and 100% welcome bonus up to €200 with code DRWEL200.
• Seven CasinominorOthersCuracao-licensed live casino with low wagering requirements and fast withdrawals. Features over 2,000 games and welcome package of 450% up to €7,500 plus 20% cashback.
• Lysti CasinominorOthersEstonian-licensed mobile-optimized casino launched in 2024. Offers daily 15% cashback, fast instant banking withdrawals, and 100% bonus up to €1,000 plus up to 2,500 free spins on second deposit.
• Bull CasinominorOthersCuracao-licensed live casino featuring proprietary roulette studio, weekend tournaments, automatic cashback, and 200% bonus up to €5,000 plus 250 free spins.
• Ritzo CasinominorOthersCuracao-licensed casino specializing in table games. Features hundreds of baccarat, blackjack, and roulette tables, weekend reload bonuses, tournaments, and giveaways with €1,000 bonus.
• Reko CasinominorOthersEMTA-licensed (Estonia) tax-free casino for Swedish players. Offers fast deposits and withdrawals, daily competitions, many jackpot games, and welcome package of 4,000 no-wager free spins.
• Wizz SpinsminorOthersEstonian-licensed instant banking casino featuring fast bank withdrawals, large progressive jackpots, and organized game lobby. New players receive 6,000 no-wager free spins.
• SkyHillsminorOthersAnjouan-licensed modern casino with broad game selection and recurring promotions. Offers 200% welcome bonus up to €1,500.
• BetiniaminorOthersSwedish Spelinspektionen-licensed casino ranked #1 among regulated options. Features 100% bonus up to 2,500 kr, 20x wagering requirement, minimum deposit 100 kr, and 3,799 games.
• GoGo CasinominorOthersSwedish-licensed casino with 100% bonus up to 3,000 kr plus 150 free spins. Features 20x wagering requirement and 1,982 games.
• HajperminorOthersSwedish-licensed casino offering 300% bonus up to 1,500 kr plus 10 jackpot spins. Has 20x wagering requirement and 799+ games.
• CampoBetminorOthersSwedish-licensed casino with 100% bonus up to 2,500 kr, 100 kr minimum deposit, 30x wagering requirement, and 500+ games.
• Slotstars CasinominorOthersSwedish-licensed casino with no bonus offered. Features 1,145 games with 100 kr minimum deposit and 0x wagering requirement.
• FlaxCasinominorOthersSwedish-licensed casino with no bonus and no wagering requirements. Offers 1,000+ games with 100 kr minimum deposit.
• VideoslotsminorOthersSwedish-licensed casino with 100% bonus up to 2,000 kr plus 11 free spins. Features 35x wagering requirement.
• MrVegasminorOthersSwedish-licensed casino with 100% bonus up to 2,000 kr plus 11 free spins. Features 35x wagering requirement.
• KungaslottetminorOthersSwedish-licensed casino offering up to 20,000 kr plus 150 free spins. Has 125x wagering requirement and 100 kr minimum deposit.
• SwiperminorOthersSwedish-licensed casino with 100% bonus up to 2,500 kr, 20x wagering requirement, 100 kr minimum deposit, and 1,265 games.

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Catena Media: Publicly-listed iGaming affiliate marketing company that operates large-scale casino and sportsbook comparison platforms globally. Catena Media is a broad incumbent with deep operator relationships, making it a comparable scaled version of Urb-IT's affiliate model—although Urb-IT is purely Swedish-focused and significantly smaller.
• Better Collective: Publicly-traded Danish iGaming affiliate operator running major sports betting and casino comparison sites across multiple markets. Comparable to Urb-IT as a casino/sportsbook affiliate comparison business, with much broader geographic coverage and a larger team.

Direct peers

• AskGamblers: Large casino review and affiliate platform with detailed operator reviews, bonus listings, and player feedback. Directly comparable to Urb-IT's casino comparison and affiliate referral model, although AskGamblers operates globally versus Urb-IT's Swedish focus.
• Casino Guru: Major global casino review and complaint resolution platform that ranks operators, evaluates bonus fairness, and provides affiliate-style content. Direct peer to Urb-IT in operating casino comparison content with affiliate economics, though Casino Guru operates at significantly larger scale and global reach.
• MrGamble: Online casino affiliate and comparison site offering operator reviews, bonus listings, and referral links. Direct peer to Urb-IT in the casino affiliate comparison niche, operating with a similar content-led SEO-driven business model.
• LatestCasinoBonuses: Casino bonus comparison and affiliate site that lists offers, terms, and wagering requirements from multiple operators. Directly comparable to Urb-IT's bonus-focused comparison content and affiliate referral revenue model.
• CasinoGuide.se: Swedish-language online casino comparison and review site. Direct Swedish-market peer to Urb-IT, with overlapping operator coverage and similar target audience of Swedish casino players comparing licensed options.

Emerging players

• Spinbara: Casino affiliate and review platform operating in the Nordic and broader European market. Comparable emerging player to Urb-IT in the casino affiliate space, though with different geographic focus and partnership mix.

Others

• Spelinspektionen: Swedish Gambling Authority, the regulatory body that licenses Swedish casinos and oversees marketing compliance. Indirectly relevant to Urb-IT because the regulatory framework Spelinspektionen enforces directly determines which casinos Urb-IT can recommend and how affiliate marketing must be conducted.

Regional players

• Catena Media (Nordic operations): Catena Media's Nordic-focused casino affiliate properties operate in similar Swedish and Scandinavian markets as Urb-IT. As a regional player within a broader global affiliate group, it directly competes for Swedish casino search traffic and operator partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/urbitsthlm
• Facebookfacebook.com/urbitsweden

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds5 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Urb-IT