Factmata

What Factmata does

Factmata is a privately held UK-incorporated entity headquartered in London, founded in 2017. Public records describe the original business as an artificial intelligence company focused on automated content understanding, and the early funding history (Seedcamp-led round in February 2018 followed by additional rounds through 2021 totaling roughly $3.55M) is consistent with a venture-backed NLP or content-moderation startup. The current operating state of the company's web property, factmata.com, is materially different: it is a Swedish-language informational and affiliate website targeting Swedish residents who are seeking online casinos that operate outside the Swedish licensing system (casino utan svensk licens, casino utan Spelpaus). The site publishes structured comparison content covering license jurisdictions (MGA, EMTA, UKGC, Curacao, Costa Rica, Kahnawake), Swedish tax treatment of offshore winnings (tax-free within EU/EES, 30% outside), KYC verification requirements, payment methods (crypto, e-wallets, cards), bonus mechanics, and responsible gambling resources including contacts to Stödlinjen and Spelberoendes Riksförbund.

The business model is affiliate referral: the site embeds tracked links to partner operators such as LuckySpins Casino, CryptoWins, and MegaBonus Casino, with the top-of-funnel traffic sourced via Swedish-language SEO targeting narrow regulatory and tax-related keywords. There is no direct product sale, no subscription offering, no disclosed API or technology product, and no publicly disclosed pricing. Revenue mechanics are entirely downstream of partner commission terms, organic search rankings, and click-through conversion. The company employs 1-10 people, has not raised disclosed capital since December 2021, and has not filed or published any product roadmap, technical documentation, or AI/ML capability statements tied to the current operating business.

The trajectory implied by the evidence is a fundamental pivot: from an AI-driven content understanding company (consistent with early investor profile and funding thesis) to a narrow, single-geography affiliate content site in a regulated Swedish iGaming adjacency. The absence of post-2021 funding, the very small team, and the lack of any disclosed product or technology suggest the AI business was wound down or shelved and the domain and remaining entity are being used to operate a lean SEO/affiliate property.

Name

Factmata

Website

https://factmata.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Factmata (London, founded 2017) operates a Swedish-language affiliate website directing Swedish players to non-Swedish-licensed online casinos. The site monetizes via tracked referral links to a small set of international operators and publishes guides on licensing, taxation, and payments.

Ownership category

akta.pro rank

Product category

Online Gambling Affiliate Content

NAICS

Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Casino/iCasino Affiliate & Review Sites (MPAEAMAB)

akta.pro secondary industry

Player Acquisition & Affiliate Networks for iCasino (MPAEABAL)

Keywords

• Casino affiliate marketing
• Online gambling guides
• Casino comparison platform
• Responsible gambling resources
• Gambling licensing information

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Distribution channels1 record

Marketing channels3 records

Core offering

Factmata operates a Swedish-language informational and affiliate website that guides Swedish consumers to online casinos operating without a Swedish license (casino utan svensk licens). The site provides comparison tables of casino operators, detailed guides on licensing (MGA, EMTA, UKGC, Curacao), tax implications of winnings, supported payment methods, KYC verification steps, bonus terms, and responsible gambling resources. The website monetizes via embedded affiliate links and referral codes to partner casino operators.

Product overview

No product information available. The sources provided do not contain information about a technology company called Factmata. The sources include market research reports from Fact.MR (a market research publisher covering various markets including graphic design, biometric-as-a-service, explainable AI, disinformation detection, and other sectors) and a webpage from factmata.com which is a Swedish-language guide website about casinos without Swedish license, providing information about gambling regulations, payment methods, licenses (MGA, EMTA, UKGC), and responsible gambling.

Differentiator

Problem solved

Functional benefit

Products and services

• Factmata Swedish Casino Guide Website

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Catena Media: A leading publicly traded affiliate and lead-generation company serving regulated online gambling operators worldwide (including in Nordics); comparable because it runs licensed-market casino/sportsbook affiliate sites at scale, though it is far larger and more diversified than Factmata's single-market affiliate.
• Casino.org: A large English-language casino review and affiliate media site covering games, bonuses, and licensing; broader incumbent because it operates a much wider content footprint, but it shares the same consumer-facing casino information + affiliate revenue model.
• Gambling.com Group: A publicly-oriented performance marketing and media company in online gambling, operating a portfolio of country-specific affiliate sites (including Swedish-targeted assets); broader incumbent because it is multi-market and multi-vertical (sports + casino), but uses the same SEO + affiliate model Factmata employs.

Direct peers

• ThePOGG: An online casino review and complaint resolution site that verifies operators and ranks them on payout practices; directly comparable because it operates as an independent affiliate intermediary between players and offshore-licensed casinos, similar to Factmata's positioning for Swedish players.
• Latest Casino Bonuses (LCB): A long-running online casino review, bonus-tracking and complaints platform that monetizes via affiliate links to casino operators; comparable because it covers casino safety, bonuses, licensing and payout reviews in a similar community-driven content model.
• AskGamblers: A long-established global casino review and complaint-resolution site that monetizes via affiliate deals with online casinos; comparable because it occupies the same 'trusted third-party review' position between players and operators, even though it operates across many more markets than Factmata's Sweden-focused site.
• CasinoGuru: An international online casino review and complaint portal that earns revenue through affiliate partnerships with casino operators; directly comparable as a content-driven affiliate site ranking casinos by safety, bonuses, and payout speed for player audiences.
• besteucasinos.org: A Swedish-language casino affiliate and review site specifically covering 'casino utan svensk licens' - directly comparable because it shares the same target language, niche (Swedish offshore casino seekers), and affiliate-link business model, and is even linked out from Factmata's homepage as a partner.
• Mr Gamble: A casino comparison and bonus-tracking affiliate site that ranks operators by payment methods, withdrawal speed, and license type; closely comparable in offering structured comparison tables, tax/bonus explainers, and a similar SEO + affiliate-revenue model.

Regional players

• Toplistacasino (or similar Swedish / Nordic casino affiliate site): A Nordic/European regional casino affiliate operator focusing on Sweden-adjacent markets for unlicensed-casino traffic; comparable in target geography and language model, but serves a somewhat different country footprint than Factmata's Sweden-only focus.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/factmata
• Facebookfacebook.com/factmata
• LinkedInlinkedin.com/company/factmata

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 Factmata