What WhichBingo does

WhichBingo is a UK-focused online gambling review and affiliate platform founded in 2000, positioning itself as the UK's longest-running bingo, slots, and casino review site. The business serves British consumers seeking trusted, UKGC-licensed gambling operators by aggregating 179 operators in its directory and publishing 520+ expert brand reviews alongside 30,000+ player-generated opinions. The company is legally constituted as WhichBingo Ltd with services operated by GDC Media Ltd from Dublin, Ireland. Revenue is generated exclusively through affiliate referral commissions when users sign up with operator partners via WhichBingo links; the consumer-facing platform is free of charge.

The technology stack centers on a WordPress content management system supporting a review infrastructure, a proprietary 10-key area scoring algorithm (each area scored out of 5, total divided by 10 for overall rating), a user-generated review aggregation system, and an interactive site finder tool with advanced filtering across game type, payment methods, software providers, bonuses, wagering requirements, and mobile compatibility. Distribution spans the WhichBingo website, YouTube (Dabbing Out documentary series with 1.5M+ views; Inside series at 1.3M+ views per installment), social media (Facebook, X, Instagram, LinkedIn totaling 15,000+ followers), email newsletters, an annual awards ceremony attended by 190+ industry guests (500,000 player votes in 2026), and earned media in major UK publications including The Sun, Mirror, Metro, and OK!.

The editorial team is small and includes a Managing Editor, Content Editor, Social Media Manager, Expert Casino Writer, Slots & Bingo Writer, Entertainment Specialist, and additional freelance writers. WhichBingo maintains a strategic partnership with Better Change focused on responsible gambling training and advocacy, and adheres strictly to featuring only UKGC-licensed sites, which both differentiates the brand and limits its addressable operator pool to the regulated UK market.

Name

WhichBingo

Legal name

WhichBingo Ltd

Website

https://whichbingo.co.uk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

WhichBingo is a UK-focused online gambling review affiliate platform founded in 2000, serving British players seeking trusted bingo, slots, and casino operators across 179 UKGC-licensed brands. It monetizes through referral commissions on its free, content-driven site.

Ownership category

akta.pro rank

Product category

iGaming Affiliate Reviews

akta.pro primary industry

Casino/iCasino Affiliate & Review Sites (MPAEAMAB)

Keywords

• Online bingo reviews
• Casino site reviews
• Slot site reviews
• IGaming affiliate
• Gambling site comparison

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

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 Commissions: WhichBingo earns commissions when users create accounts via their site (affiliate links). The site explicitly discloses: 'When you use WhichBingo, there are never any hidden fees or costs. To help fund our work we may earn a referral commission if you create an account via our site.' This is their primary revenue stream, funding their editorial operations, expert reviews, and community engagement activities.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels10 records

Core offering

WhichBingo operates a UK-focused online review platform that independently assesses and rates 179 UKGC-licensed online bingo, slot, and casino operators using a proprietary 10-key area scoring system, combined with community-driven player reviews aggregating 30,000+ opinions. The platform generates revenue through affiliate referral commissions when users create accounts with operators via tracked links, funding editorial operations including expert reviews, daily news, video series, and the annual WhichBingo Awards ceremony.

Product overview

WhichBingo is a UK-focused online bingo, slots, and casino review platform operating as an affiliate website. The core offering centers on expert reviews and player-voted ratings across three gambling verticals: bingo sites, slot sites, and casino sites. The platform features 520+ brand reviews and 30,000+ player opinions, supplemented by the annual WhichBingo Awards (player-voted recognition now in its 13th year with 500,000+ votes in 2026). Supporting features include a bingo hall directory, event coverage, daily iGaming news, and an interactive site finder tool. The site serves as an affiliate monetization model connecting UK players to UKGC-licensed gambling operators, with revenue generated through referral commissions.

Differentiator

Problem solved

Functional benefit

Products and services

• Bingo Sites Reviews Expert and player reviews of online bingo platforms, providing star ratings based on 10 key evaluation areas including welcome bonuses, wagering requirements, promotions, design, and customer service. Target audience: UK bingo players seeking trusted operator recommendations.
• Slot Sites Reviews Reviews of online slot gaming sites, covering game variety, software providers, bonuses, and overall player experience. Target audience: UK slot players researching operators and games.
• Casino Sites Reviews Detailed reviews of online casino platforms including table games, live dealer games, and mobile casino offerings. Target audience: UK online casino players seeking licensed operators.
• WhichBingo Awards

Quantifiable outcome

• 30,000+ player opinions collected
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

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.

• Better ChangecoreStrategic or Co-development PartnerWhichBingo has partnered with Better Change, an organization dedicated to promoting responsible gambling and positive play. This partnership involves comprehensive training for the WhichBingo team to recognize potential gambling risks and warning signs, ensuring the platform maintains high standards for player protection and responsible gambling advocacy.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Top10Casinos.com: Casino-focused affiliate review site ranking and reviewing online casino operators for UK and international players. Comparable affiliate/review business model targeting the same UK iCasino player segment, with overlap on operator coverage.
• Casinomeister: Established online casino review and player community site offering operator ratings, complaint resolution, and bonus information. Comparable community-led affiliate model with strong player trust focus, overlapping with WhichBingo's expert-plus-player review methodology.
• AskGamblers: Large casino affiliate and review platform aggregating player reviews, casino ratings, and bonus information across thousands of operators. Comparable affiliate business model and player-driven review content, with broader geographic reach.
• BonusFinder: Affiliate platform focused on casino and sportsbook bonuses, free spins, and no-deposit offers across regulated markets including the UK. Comparable affiliate-led monetization and bonus-discovery experience to WhichBingo's offers and bonuses section.
• BingoPort: Long-running UK-based online bingo review and affiliate site covering bingo operators, bonuses, and community features. Directly comparable to WhichBingo in target market (UK bingo players), content-led affiliate model, and review-driven GTM.
• SlotsWise: Affiliate site specialising in online slots game and slot site reviews, covering slot providers, bonuses, and free spins. Directly comparable to WhichBingo's slots vertical, using a similar content-and-review-driven affiliate model.

Others

• Lottomart: UK-licensed lottery and instant win operator with affiliate partnerships serving a similar UK online gambling audience. Connected through the affiliate ecosystem referenced by WhichBingo, with comparable UK player segment though operating as a licensed operator rather than an affiliate.

Broad incumbents

• OddsChecker: UK-headquartered odds comparison and affiliate platform covering sports betting, casino, and gaming verticals. Comparable affiliate-driven comparison model targeting UK consumers, with a broader portfolio that overlaps with WhichBingo's casino review content.
• Gambling.com Group: Publicly listed performance marketing company operating a portfolio of gambling affiliate websites across multiple verticals and geographies. Comparable affiliate business model at scale, though operating a broader portfolio rather than a UK bingo niche.

Emerging players

• Wizard of Odds: Long-running independent gambling analysis site offering mathematically grounded casino, slots, and table game information with affiliate links to operators. Comparable content-driven affiliate approach, though more analytically focused than WhichBingo's editorial/community style.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/whichbingouk
• YouTubeyoutube.com/@whichbingo
• Facebookfacebook.com/whichbingo
• LinkedInlinkedin.com/company/whichbingo
• Instagraminstagram.com/whichbingo

Compliance1 record

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 WhichBingo