What Leadstar Media AB does

Leadstar Media AB is a Stockholm-based affiliate marketing and lead generation company serving the global sports betting and online casino (iGaming) industries. Founded in 2012 by poker-background entrepreneurs whose first products launched in 2009, the company operates approximately 70 owned-and-operated web-based comparison and content products across more than 30 geographical markets, including dedicated properties in the US, UK, Sweden, Germany, Italy, Denmark, France, Spain, and Brazil (e.g., UnitedGamblers.com, Sportsbooksonline.com, Mybettingsites.com, Bettingstugan.se, Bookiesbonuses.com, MyWettbonus.de, Sitedeapostas.com, LeBonParisportif.com). The portfolio spans comparison sites, niche community platforms (Travstugan.se for Swedish trotting, Sportbloggare.com as a major Swedish sports blog portal), and educational resources targeting sports betting and casino users across regulated and unregulated jurisdictions.

The company runs a hybrid go-to-market: a B2B Account Management motion that negotiates affiliate deals with sportsbook and online casino operators, combined with a product-led, SEO-driven consumer acquisition strategy. Technology investment centers on automated data pipelines, machine learning workflows, NLP, and neural networks deployed on Google Cloud Platform, supported by a Python-based data science stack (pandas, scikit-learn, hugging-face). A dedicated Data team handles data matching, classification, and enrichment to deliver accurate operator and traffic data. Leadstar's core moat is its large, SEO-optimized multi-market web footprint and the data infrastructure supporting traffic quality and operator matching.

Revenue is generated through affiliate referral commissions from iGaming operators, with deals individually negotiated based on traffic volume, market, and partnership terms — pricing is not publicly disclosed. The company is privately held, describes itself as an "organically grown organization" (i.e., bootstrapped with no disclosed external funding), and employs approximately 70 staff plus consultants and freelancers representing around 30 nationalities. It is led by co-founders Eskil Kvarnström (CEO), Oscar Carlsson (COO), and Jens Öberg Garemark, with headquarters at Norra Stationsgatan 67 in Stockholm.

Name

Leadstar Media AB

Legal name

Leadstar Media AB

Website

https://leadstarmedia.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Leadstar Media AB is a Stockholm-based affiliate marketing company operating approximately 70 web-based comparison products across 30+ markets. It generates revenue through affiliate referral commissions from sportsbook and online casino operators, while helping sports betting users find suitable operators.

Ownership category

akta.pro rank

Product category

iGaming Affiliate Marketing

NAICS

Gambling Industries (7132), Media Buying Agencies (541830), Media Representatives (541840)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

akta.pro secondary industries

SEO/Content Publishing Networks for Betting Leads (MPAEAMAG), Affiliate, Media Buying & Performance Marketing for Sports Betting (MPAEACAH)

Keywords

• IGaming lead generation
• Sports betting affiliate
• Online casino marketing
• Affiliate marketing platform
• Comparison website operator

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate Marketing Revenue: Lead generation company in sports betting and online casino industries. Generates revenue by delivering consistent growth in leads by helping users worldwide find the right sports betting or casino operators. Compensation aligned with agreed deals with operators.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Leadstar Media operates approximately 70 sports betting and online casino comparison websites across 30+ geographical markets. The company generates leads and qualified traffic for iGaming operators (sportsbooks and online casinos) through SEO-optimized content platforms that help end users find and compare sportsbook and casino operators in their local market.

Product overview

Leadstar Media operates a portfolio of approximately 70 sports betting and online casino comparison products across more than 30 markets worldwide. The product portfolio includes flagship brands like UnitedGamblers.com (US market), Mybettingsites.com (English-speaking countries), and Bettingstugan.se (Sweden), alongside regional brands including Bookiesbonuses.com (UK), MyWettbonus.de (Germany), Bookmakerbonus.it (Italy), Sitedeapostas.com (Brazil), Oddsbonusser.com (Denmark), Miscasasdeapuestas.com (Spain/Latin America), and LeBonParisportif.com (France). The products range from comprehensive sports betting comparison sites to niche offerings like Sportbloggare.com (Swedish sports blog portal) and Travstugan.se (trotting community). All products share a common purpose: helping users find the right sportsbook or online casino operator.

Differentiator

Problem solved

Functional benefit

Brands

• Sportsbooksonline.com: U.S.-focused sports betting comparison site helping bettors find sportsbooks state by state.
• UnitedGamblers.com
• Bookiesbonuses.com
• Mybettingsites.com
• Bettingstugan.se
• Travstugan.se
• Oddsbonusar.se
• Bettingkollen.se
• Sportbloggare.com
• MyWettbonus.de
• Bookmakerbonus.it
• Sitedeapostas.com
• Oddsbonusser.com
• Miscasasdeapuestas.com
• Lebonparisportif.com

Products and services

• Sportsbooksonline.com A sports betting comparison website focused on the US market, helping bettors find reliable sportsbooks on a state-by-state basis as sports betting is legalized across the country.
• UnitedGamblers.com The American flagship product for comparing online casino and sports betting sites, enabling visitors to easily find the best sites for their state of choice.
• Bookiesbonuses.com A UK-focused betting site comparison tool providing comprehensive guides to help users choose a betting site suited to their needs in the competitive UK market.
• Mybettingsites.com The flagship product focused on helping users from English-speaking countries find the right sportsbook, targeting millions of people worldwide seeking betting assistance.
• Bettingstugan.se A Swedish sports betting site focused on betting tips, information and guides, featuring contributions from top tipsters and the broader Bettingstugan community.
• Travstugan.se One of Sweden's leading trotting communities and the largest site for trotting tips and betting pools.
• Oddsbonusar.se A Swedish comparison site focused on comparing welcome offers and sportsbooks, providing guides and educational tools to help visitors understand welcome offers.
• Bettingkollen.se A Swedish site providing the best overview of bookmakers with a Swedish license, focusing on rankings and reviews of online betting sites along with educational guides.
• Sportbloggare.com Sweden's biggest sports blog portal with hundreds of thousands of monthly visits, containing one of the most popular hockey blogs (Dragskott) and allowing anyone to open their own sports blog.
• MyWettbonus.de A German betting site comparison service providing comprehensive guides to all bookmakers in the German market.
• Bookmakerbonus.it An Italian betting site comparison service investigating and comparing the best offers from the most trustworthy betting sites in the Italian market.
• Sitedeapostas.com A Brazilian sports betting comparison service helping Brazilians find betting sites that suit their needs as sports betting grows in the country.
• Oddsbonusser.com A Danish betting comparison site in the regulated Danish market, bringing the best and most trusted betting sites and offers to the fore.
• Miscasasdeapuestas.com A Spanish and Latin American betting information hub for reviewing and comparing online betting sites.
• LeBonParisportif.com A French online betting website providing comprehensive information about the French betting scene, making it easy for French nationals to find suitable betting sites.

Named customers2 records

Segments2 records

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

One partnership is on record.

• iGaming Operators (Sportsbook and Online Casino Operators)coreChannel Partner/ Reseller/ DistributorLong-term partnerships with sportsbook and online casino operators. Partners trust Leadstar Media for consistent lead generation and traffic delivery. Some partnerships span over 15 years. Account Management team serves as primary contact for operator relationships.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Better Collective: Danish-listed sports betting affiliate leader operating comparison and content brands across 30+ markets. Direct competitor in sportsbook affiliation and lead generation, with broader public-company scale and M&A history.
• Catena Media: Malta-listed gambling affiliate and lead generation company with sports betting and casino comparison brands globally. Closest publicly-traded comparable to Leadstar in business model and geographic spread.
• Gambling.com Group: Nordic-origin publicly-listed affiliate network specializing in sports betting and online casino lead generation. Strong US and European presence; competes directly for operator affiliate spend.
• Raketech: Nordic-listed (Stockholm) performance marketing and affiliate company in sports betting and casino. Direct geographic and product peer with overlapping Scandinavian heritage and customer base.
• OddsChecker: UK-headquartered sports betting odds comparison site owned by Sky Betting & Gaming. Direct competitor in sportsbook comparison and SEO-driven lead generation across English-speaking markets.

Emerging players

• Affiliate Lighthouse / AffPapa: Affiliate network and partnership platform connecting iGaming operators with affiliates. Operates as ecosystem infrastructure rather than direct SEO competitor, but competes for the same operator affiliate budget pool.

Broad incumbents

• Covers.com: Leading North American sports content and odds comparison site with affiliate monetization. Overlaps with Leadstar's US sports betting comparison assets but operates at broader media scale.

Others

• Sportradar: Sports data and content provider serving sportsbooks and media. Not a direct affiliate competitor but adjacent ecosystem participant that operators buy data from to power affiliate-driven comparisons.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/leadstarmedia
• LinkedInlinkedin.com/company/leadstar-media
• Instagraminstagram.com/leadstar_media/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Leadstar Media AB