What Sqore does

Sqore operates an independent U.S.-focused sports betting and online casino information and comparison platform, publishing editorial content centered on expert picks, predictions, platform reviews, and verified promotional offers. The site covers three parallel verticals: sportsbooks (35+ legal U.S. operators across NFL, NBA, MLB, NHL, UFC, and college leagues), online casinos (in NJ, PA, MI, WV, CT, DE, and RI), and social/sweepstakes casinos (available in roughly 50 states). Each vertical is paired with a dedicated promo hub that catalogs welcome bonuses, promo codes, and sign-up offers with terms and state eligibility reviewed for transparency.

The platform is built on a web-based editorial and SEO-optimized content stack with no disclosed proprietary technology, AI/ML capabilities, or patents; differentiation rests on content breadth across sports, state-by-state regulatory context, and responsible gambling disclosures rather than underlying technology. Content is published under an editorial policy that emphasizes verified promotional offers and clear terms.

Sqore generates revenue exclusively through affiliate and referral marketing relationships with sportsbooks, online casinos, and social casino operators, earning commissions when users click through to partner platforms and sign up or deposit. The consumer-facing content is free to access, with no subscription or direct pricing model. The company is privately held, founded in 2015, headquartered in Stockholm, Sweden, with 51-100 employees, and has raised approximately $6.85M in disclosed funding from Northzone across 2015 and 2017.

Name

Sqore

Website

https://sqore.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Sqore is a U.S.-focused affiliate platform that publishes editorial reviews, expert sports betting picks, and verified promotional offers for legal sportsbooks, online casinos, and social casinos, monetizing exclusively through referral commissions to operator partners.

Ownership category

akta.pro rank

Product category

Sports Betting Information & Comparison

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

akta.pro secondary industry

Bonus/Promo Code & Deal Aggregators (Betting) (MPAEAMAD)

Keywords

• Sports betting reviews
• Casino bonus comparison
• Betting picks predictions
• Sportsbook affiliate content
• Gambling information portal

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. Affiliate/Referral Marketing: Sqore generates revenue through affiliate marketing relationships with sportsbooks, online casinos, and social casino platforms. The platform earns referral commissions when users click through to partner gambling sites and sign up or place bets. Content featuring promotional offers, bonus codes, and comparison rankings drives user clicks to partner platforms.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Sqore is an independent sports betting and online casino information and comparison platform that publishes editorial reviews, expert picks and predictions, and verified promotional offers covering legal U.S. sportsbooks, online casinos, and social/sweepstakes casinos. The platform helps U.S. consumers compare operators, understand state-by-state legal availability, and access bonus codes via affiliate referral links.

Product overview

Sqore is an independent sports betting information and comparison platform covering legal U.S. sportsbooks, online casinos, and social casinos. The platform aggregates verified promotional offers, expert betting picks and predictions, and comprehensive reviews across all major U.S. sports (NFL, NBA, MLB, NHL, UFC, college sports), helping users compare sportsbook bonuses, understand state-by-state legal availability, and access data-driven matchup analysis. The product portfolio consists of Sports Picks (expert betting predictions), Betting Sites (sportsbook reviews), Online Casinos (iGaming reviews), Social Casinos (sweepstakes platform reviews), and three promotions verticals covering sportsbook, online casino, and social casino offers.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Picks
• Betting Sites
• Online Casinos
• Social Casinos
• Sportsbook Promotions
• Online Casino Promotions
• Social Casino Promotions

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Gambling.com Group: Publicly listed gambling affiliate and comparison operator covering sportsbooks and online casinos across the U.S. and Europe. Directly comparable to Sqore as an SEO-driven affiliate content business monetizing sportsbook and casino referrals.
• Action Network: U.S.-focused sports betting content and picks platform owned by Better Collective. Directly comparable to Sqore's sports picks and predictions product, with similar affiliate-driven monetization.
• Covers: Sports betting media brand offering picks, odds comparison, sportsbook reviews, and bonus content. Closely overlaps Sqore's editorial product portfolio and target audience.
• OddsChecker: Global odds comparison and sportsbook affiliate platform with deep U.S. sportsbook review content. Comparable to Sqore's sportsbook comparison and bonus offering.
• Sportsbook Review (SBR): Long-standing sportsbook review and ratings platform monetized via affiliate referrals. Directly comparable to Sqore's Betting Sites product and overall review-driven editorial model.
• RotoGrinders: Daily fantasy sports and sports betting picks/content community. Comparable to Sqore's picks and predictions product, with similar target audience of U.S. sports bettors.
• Bonus.com: Online casino bonus aggregator and comparison site. Directly comparable to Sqore's Online Casinos and Casino Promotions verticals in both product and monetization model.
• TheSportsGeek: U.S. sports betting content site producing picks, sportsbook reviews, and bonus comparisons. Closely overlaps Sqore's editorial product and SEO-driven affiliate model.

Broad incumbents

• Catena Media: Large publicly-listed gambling affiliate network operating across multiple verticals and geographies. Comparable to Sqore as an affiliate operator, but at significantly larger scale and broader portfolio.
• Better Collective: Large publicly-traded sports betting media and affiliate group, owner of Action Network among others. Comparable to Sqore as a sports betting affiliate platform, but operates at portfolio scale across many brands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/sqore
• Facebookfacebook.com/sqoreab
• LinkedInlinkedin.com/company/sqore

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors1 record

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 Sqore