Seven Star Digital

What Seven Star Digital does

Seven Star Digital Ltd is a London-based iGaming customer acquisition company that operates a portfolio of gambling comparison websites to connect consumers with online gambling operators. Founded in 2016 by Luke Eales, the company runs self-serve comparison platforms including TopRatedCasinos.co.uk (UK/Ireland, its longest-established brand), Compare.bet (a multi-vertical megasite covering casino, sports betting, bingo, poker, lottery and esports), GamblingDeals.com (acquired August 2020), ToppOnlineCasinon.se (Sweden, launched March 2018), and Horseracing.net / Bettingodds.com (acquired via the Moneta Communications deal in October 2022). The underlying technology is a digital marketing and content publishing platform that combines SEO, paid search, editorial reviews, guides and proprietary comparison tools such as the Casino Explorer visualization, the Add to Compare side-by-side functionality, and the branded sporting magazine The Warm-Up. The company is licensed as an affiliate by the New Jersey Division of Gaming Enforcement for US operations.

Revenue is generated on a B2B affiliate basis: Seven Star Digital directs first-time depositing customers (FTDs) to gambling operators in exchange for CPA (Cost Per Acquisition), revenue share, hybrid, or fixed-fee payments. Commercial partners named on the company website include PokerStars, 888 Casino, Ladbrokes, Grosvenor Casino, Paddy Power, Casumo, Mansion, BetMGM and DraftKings. There is no direct sales force — go-to-market is product-led through the comparison sites themselves, augmented by SEO/organic search, pay-per-click, email newsletters and industry PR. The company's go-to-market has progressively shifted from pure organic brand-building toward acquisition-led portfolio expansion (GamblingDeals.com 2020, Moneta Communications 2022) under the OneTwenty parent umbrella, while pursuing geographic expansion into the US (post-PASPA) and selected European markets.

Geographically, Seven Star Digital serves the UK, Ireland, the United States, Sweden and other international markets, with content localized to English, German, Portuguese and Spanish-speaking audiences via the Compare.bet network. Headcount was 15 as of November 2018 (most recent disclosed figure); current firmographics list 1-10 employees. Funding history consists of a single disclosed strategic investment from Kinetic Investments (November 2018) of undisclosed size, plus undisclosed acquisition consideration for GamblingDeals.com and Moneta Communications.

Name

Seven Star Digital

Legal name

Seven Star Digital Ltd

Website

https://sevenstardigital.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Seven Star Digital is a London-based iGaming customer acquisition company that operates gambling comparison websites (Compare.bet, TopRatedCasinos, GamblingDeals.com) to deliver first-time depositing customers to online gambling operators via CPA and revenue-share affiliate arrangements across the UK, Ireland, US and Sweden.

Ownership category

akta.pro rank

Product category

iGaming Customer Acquisition / Gambling Affiliate Marketing

NAICS

Other Gambling Industries (71329)

akta.pro primary industry

Online Casino Platform Providers (PAM, Wallet, CMS, Back Office) (MPAEABAK)

akta.pro secondary industries

Sweepstakes / Social Casinos (Virtual Currency, Prize-Based) (MPAEABAE), Online Bingo Casinos (MPAEABAF)

Keywords

• IGaming affiliate marketing
• Online gambling comparison
• Casino comparison platforms
• Sports betting affiliates
• Customer acquisition services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Affiliate Marketing (CPA/Revenue Share): Generates revenue by directing high-value first-time depositing customers to gambling operators. Works on CPA (Cost Per Acquisition), revenue share, hybrid, and fixed fee models. The company focuses on delivering FTDs (First Time Depositing customers) to partner operators.
2. Pay Per Click Traffic: Generates FTDs for UK casino and betting operators via both pay per click and organic channels. Traffic is acquired through digital marketing campaigns and directed to gambling operator partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Seven Star Digital operates a portfolio of online gambling comparison websites that connect consumers with online casino, sports betting, bingo, poker, lottery, and esports operators. The company generates revenue by acquiring and directing first-time depositing customers to gambling operators through affiliate arrangements structured as CPA, revenue share, hybrid, or fixed fee models.

Product overview

Seven Star Digital is an iGaming customer acquisition company that operates a portfolio of gambling comparison sites and tools. The core products include Compare.bet (a megasite spanning all iGaming verticals including casino, sports betting, bingo, poker, lottery and esports), TopRatedCasinos.co.uk (established UK/Ireland casino comparison), and GamblingDeals.com (acquired bonus/deals comparison). Additional sub-brands include BettingUS.com (US sports betting, now consolidated into Compare.bet US) and ToppOnlineCasinon.se (Swedish market). The company also acquired Moneta Communications to gain Horseracing.net and Bettingodds.com. Key features include the Casino Explorer visualisation tool, The Warm-Up sporting magazine, Add to Compare functionality, and Compare.bet News. The company connects consumers with online gambling operators across the UK and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Compare.bet: Gambling comparison brand spanning casino, sports betting, bingo, poker, lottery and esports verticals, targeting worldwide audience including the US.
• TopRatedCasinos
• GamblingDeals.com

Products and services

• Compare.bet A comprehensive gambling comparison platform spanning casino, sports betting, bingo, poker, lottery and esports verticals, targeting a worldwide audience including the US, UK, Germany, Portugal, and Spain.
• TopRatedCasinos.co.uk Longest established comparison site focused on the UK and Ireland markets, generating high volume of valuable first time depositing customers every month.
• GamblingDeals.com Casino, betting and bingo affiliate website focused on helping users find online gambling offers and bonuses that match their preferences, primarily UK-focused with expansion planned to international markets.
• BettingUS.com American sports betting comparison tool offering sportsbook reviews, state-by-state legislation guides, betting guides for individual sports, and US gambling news. Now consolidated into Compare.bet US.
• ToppOnlineCasinon.se Swedish casino comparison site localized with relevant content, providers, offers and features for the Swedish market, equivalent to TopRatedCasinos.co.uk.
• Horseracing.net Horse racing media website generating significant traffic and coverage, owned by Moneta Communications and acquired by Seven Star Digital.
• Bettingodds.com Sports betting odds and coverage website generating significant traffic, owned by Moneta Communications and acquired by Seven Star Digital.

Named customers9 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

Feature4 records

Partnerships

One partnership is on record.

• SickOdds.comcoreGTM or Marketing Partner · 31 May 2018Strategic partnership with esports betting specialist SickOdds.com. Seven Star Digital provides funding for expansion, commercial expertise and marketing support. SickOdds was launched in 2017 by esports enthusiasts Tom Wade and Nick Pateman, offering the first esports betting aggregation platform of its kind with match odds and player statistics.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Catena Media: Listed affiliate marketing company historically focused on online gambling lead generation across casino and sports betting — competes head-to-head for operator affiliate spend and SERP rankings with Seven Star Digital's portfolio.
• Gambling.com Group: Publicly listed gambling affiliate operator running multi-vertical comparison sites across casino, sports betting and other verticals in regulated markets including the US, UK and EU — directly comparable business model (CPA/rev-share with operators) and target market to Seven Star Digital.
• Action Network: US-focused sports betting content, picks and odds-comparison platform monetised via affiliate partnerships with US sportsbooks — directly comparable to Compare.bet US / BettingUS.com in product and US sports-betting affiliate model.
• Better Collective: Sports betting and iGaming affiliate group operating dozens of comparison and media brands globally — direct overlap with Compare.bet, Bettingodds.com and Horseracing.net in sports-betting content and affiliation.
• Oddschecker: UK-based odds comparison and affiliate platform covering sports betting, casino and poker — directly comparable to Compare.bet on the odds-comparison proposition and competes for the same UK operator partnerships.
• Investoo Group: iGaming-focused financial lead-generation and comparison affiliate group — closely comparable to Seven Star Digital's CPA/rev-share model targeting UK and international gambling operators, and notably a prior Kinetic Investments portfolio company.

Others

• SBC News: B2B media and events company covering the sports betting and iGaming industry — adjacent ecosystem participant referenced as media partner on Seven Star Digital's site; comparable in operating B2B-facing gambling content rather than consumer comparison.
• Catenae Innovation (Timeform/Racing API): Horse-racing data and media group (Timeform) — adjacent to Seven Star Digital's Moneta Communications acquisition (Horseracing.net/Bettingodds.com) and useful comparability for sports-betting content/data licensing economics.

Emerging players

• Smarkets (SBK): Sports betting exchange and SBK social-betting app — partial overlap with Seven Star Digital's sports-betting comparison vertical and competes for sports-betting affiliate mindshare, though it operates its own betting product rather than purely affiliation.
• RotoGrinders: US-facing sports betting and DFS content/picks community monetised via operator affiliate partnerships — comparable affiliate business model to Compare.bet US though focused primarily on US fantasy/sports-betting verticals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about Seven Star Digital