What Great.com does

Great.com (legally Great Giving AB) is a Sweden-based online casino affiliate marketing platform founded in 2016 by Erik Bergman, who previously co-founded Catena Media (listed on Nasdaq Stockholm at a €150 million valuation). The company operates a content-first website that reviews and ranks 88+ online casinos using a hands-on testing methodology covering RTP analysis, bonus evaluation, customer service responsiveness, mobile usability, and game variety. Its proprietary metrics, Theoretical Bonus Value (TBV) and Actual Bonus Value (ABV), standardize bonus comparisons by accounting for wagering requirements and terms.

The platform's core products include the casino reviews toplist, a library of thousands of free demo slots from providers such as Pragmatic Play, Nolimit City, ELK Studios, Hacksaw Gaming, and NetEnt, and educational guides covering slots, blackjack, roulette, poker, sports betting, and baccarat. Content is localized across Sweden, UK, India, Canada, Philippines, and international markets in English, Norwegian, Portuguese, and Swedish. The company runs the iGaming for Future initiative, partnering with organizations including Founders Pledge, GiveWell, Clean Air Task Force, and Against Malaria Foundation.

Revenue is generated exclusively through affiliate referral commissions when users deposit at partner casinos; Great.com commits 100% of profits to high-impact charities, making it a unique ethical positioning in the casino affiliate category. Distribution is self-serve and SEO-driven, supported by earned media in Business Insider, Forbes, Yahoo Finance, CalvinAyre.com, Foundr, and the Mixergy Podcast. The operation runs with 1-10 employees and has not raised external funding.

Name

Great.com

Legal name

Great Giving AB

Website

https://great.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Great.com is a Sweden-based online casino affiliate marketing platform founded by Erik Bergman in 2016. It reviews and ranks 88+ casinos using proprietary TBV/ABV bonus metrics, monetizes via player referral commissions, and donates 100% of profits to charity.

Ownership category

akta.pro rank

Product category

Online Casino Affiliate Marketing

NAICS

Gambling Industries (7132)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Casino/iCasino Affiliate & Review Sites (MPAEAMAB)

Keywords

• Online casino reviews
• Casino affiliate marketing
• Bonus comparison platform
• Free demo slots
• IGaming content

Headquarters

HQ city

Sweden

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Casino Affiliate Revenue: Great.com earns revenue by referring depositing players to online casinos through affiliate links. The company operates as an online casino marketing business that donates 100% of its profits to high-impact charities.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Great.com operates an online casino affiliate marketing platform that publishes expert reviews, rankings, and comparisons of online casinos based on hands-on testing of RTP, bonuses, customer service, and game variety. The site also provides a library of thousands of free demo slot games from providers such as Pragmatic Play, Nolimit City, ELK Studios, Hacksaw Gaming, and NetEnt, plus educational guides covering slots, blackjack, roulette, poker, sports betting, and baccarat. Revenue is generated by referring depositing players to online casino operators through affiliate links, with 100% of profits donated to high-impact charities.

Product overview

Great.com is an online casino affiliate marketing platform that operates as a unified website offering casino reviews, free demo slots, and educational casino guides. The core offering consists of the Casino Reviews Platform which tests and ranks online casinos based on RTP, bonuses, and game variety; the Free Demo Slots library with thousands of playable games; and Casino Guides covering slots, blackjack, roulette, poker, sports betting, and baccarat. The platform also features proprietary metrics (TBV and ABV) for evaluating bonus value, and operates the iGaming for Future initiative to promote philanthropy in the gambling industry. Localized content is provided for different geographic markets.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Highest recorded average RTP of 96.45% at top-ranked casinos like BC.Game
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Founders PledgecoreStrategic or Co-development PartnerOne of the organizations Great.com collaborates with and recommends. Founders Pledge is a community of entrepreneurs who commit to donating a portion of their earnings to charity.
• Clean Air Task ForcecoreStrategic or Co-development PartnerOne of the organizations Great.com collaborates with and recommends. Clean Air Task Force works on climate and clean energy initiatives.
• GiveWellcoreStrategic or Co-development PartnerOne of the organizations Great.com collaborates with and recommends. GiveWell is a nonprofit that finds exceptional giving opportunities through in-depth analysis.
• Against Malaria FoundationminorStrategic or Co-development PartnerGreat.com has worked with several casino brands to support the Against Malaria Foundation through the iGaming for Future initiative.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Online Casino Reports: Casino review and news publication providing hands-on casino evaluations, game guides, and bonus comparisons. Directly comparable in audience (online casino players) and content-led affiliate monetization.
• Casino Guru: Independent online casino review and complaint-resolution platform offering hands-on casino testing, bonus analysis, and player guidance. Closely matches Great.com in product (casino reviews, bonus comparisons) and target audience (online casino players).
• AskGamblers: Long-running online casino review and community site with casino ratings, bonus listings, and player complaints. Directly competes for the same online casino player audience via similar SEO and review-driven content.
• Latest Casino Bonuses (LCB): Casino review and bonus tracking community with player-submitted reviews, casino ratings, and bonus terms analysis. Same affiliate-supported model targeting online casino players seeking transparent bonus comparisons.
• ThePOGG: Independent online casino review site offering detailed ratings, complaint resolution, and bonus analysis. Comparable in its depth-of-testing approach and player-focused review methodology.
• BonusFinder: Online casino and sports betting affiliate site focused on bonus listings, state-specific (US) localization, and SEO-led player acquisition. Comparable affiliate referral model and content/bonus comparison focus.

Broad incumbents

• Catena Media: Listed gambling affiliate giant co-founded by Great.com's founder Erik Bergman. Operates at vastly larger scale across casino, sports betting, and finance verticals — directly comparable business model and SEO-driven affiliate strategy, but a much broader, multi-vertical incumbent.
• Better Collective: Publicly traded sports betting and iGaming affiliate operator. Comparable in offering online casino and sports betting reviews/content monetized via affiliate referrals, but operates a much larger portfolio of brands across multiple verticals and geographies.
• Gambling.com Group: Publicly listed gambling affiliate network with deep coverage of online casino and sports betting. Highly comparable SEO-led content and affiliate referral model; a much larger, broader incumbent competing in many of the same keyword categories as Great.com.
• OddsChecker: Established gambling affiliate and odds comparison platform with strong SEO presence in sports betting and casino. Similar affiliate revenue model, but broader sportsbook and casino coverage at significantly larger scale.

Market position

Strengths1 record

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/LiveGiveGreat

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Great.com