What olbg.com does

OLBG.com, operated by UK private limited company Invendium Ltd, is a long-running sports betting and gambling comparison community platform headquartered in Bristol, England. Founded in 2002, it provides UK and Ireland bettors with free access to betting tips across 20+ sports, expert and user-generated bookmaker and casino reviews, odds comparison, free bets and offers, tipster competitions with monthly cash prizes, and educational betting guides. The platform is delivered as a web property (olbg.com) plus iOS and Android apps, with supporting email newsletters (The Betting Brief, Table Talk, Reel Talk, The Bingo Drop) and a live personalized content surface called the OLBG Feed.

Underlying technology is a content-and-community platform with standard martech and analytics integrations (Google Analytics, Hotjar, Intercom, Facebook Pixel, Twitter Conversion Tracker, Bing Ads UET, ShareThis); no proprietary AI, ML, or API surface is disclosed. Product breadth spans sports betting, casino, slots, bingo, horse racing (including the OLBG Racing Club sub-brand with racehorse ownership), bet calculators (Yankee, Lucky 15, Patent, Trixie, Acca), and custom bet construction tools (Bet Builder, My Acca Builder).

The business operates on a freemium, ad- and affiliate-supported revenue model: end users pay nothing, and OLBG earns commissions when users click through to and transact with partner bookmakers and online casinos listed on the platform. Marketing is community-led and content-led, supplemented by long-term sports sponsorships (Harry Derham Racing, Newbury Racecourse, Dorking Wanderers FC), a podcast partnership with Jeff Stelling, and a presence across major social channels. The company is independently owned with no disclosed funding rounds, investors, or M&A activity.

Name

olbg.com

Legal name

Invendium Ltd

Website

https://olbg.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

OLBG.com is a UK-focused online betting community and comparison platform, founded in 2002 and operated by Invendium Ltd, serving UK and Ireland sports bettors with free betting tips, bookmaker reviews, and tipster competitions across 20+ sports.

Ownership category

akta.pro rank

Product category

Online sports betting and gambling information community

NAICS

Gambling Industries (7132)

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

akta.pro secondary industry

Tipsters, Picks & Betting Advice Lead Gen (MPAEAMAE)

Keywords

• Sports betting tips
• Bookmaker reviews
• Online casino reviews
• Tipster community platform
• Betting odds comparison

Headquarters

HQ city

Bristol

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, Others

Revenue model

1. Affiliate Marketing: OLBG earns commissions when users click through to betting sites or casino sites listed on their platform. The website displays odds, promotions and offers from bookmakers, and when users click through to those betting sites, OLBG receives payment.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

OLBG.com is a free-to-use online betting guide and tipster community, operated by Invendium Ltd in Bristol since 2002, that aggregates daily betting tips across 20+ sports, expert and user reviews of UK-licensed bookmakers and online casinos, free bets and bonus offers, odds comparison across hundreds of operators, and a free-to-enter tipster competition with over £7,000 in monthly prizes. The platform monetises by referring users to partner gambling operators via affiliate links, while supporting tools such as bet calculators, accumulator builders and email newsletters deepen user engagement.

Product overview

OLBG is an Online Betting Guide platform that has been operating since 2002, combining expert analysis with community-driven insights to help UK bettors make informed betting decisions. The core product is the Betting Tips Platform providing tips across 20+ sports, supported by Bookmaker Reviews and Casino Reviews that compare licensed UK gambling sites. The platform also includes Online Slots and Bingo Sites reviews, a Tipster Competition with over £7,000 in monthly prizes, and Free Bets & Offers for promotional deals. Additional features include OLBG Racing Club (racehorse ownership), OLBG Feed (personalized live content), Bet Calculator tools, Bet Builder and My Acca Builder for creating custom bets, Betting News, and comprehensive Betting Guides & Articles. The platform operates as a comparison and community platform rather than a betting operator itself.

Differentiator

Problem solved

Functional benefit

Brands

• OLBG Racing Club: Racehorse ownership opportunities and racing club membership
• Harry Derham Racing
• OLBG National Hunt Racing Club

Products and services

• Betting Tips Platform Core product providing daily betting tips across 20+ sports and hundreds of markets, featuring expert analysis and community-driven predictions for football, horse racing and other sports, available to UK and Irish sports bettors.
• Bookmaker Reviews and Rankings Expert and user reviews of UK Gambling Commission-licensed online bookmakers, ranked by rating, with information on best deals and responsible gambling features, for UK bettors choosing where to open an account.
• Casino Reviews Expert reviews of UK-licensed online casinos, including top welcome offers and casino-specific articles and guides, for UK consumers choosing an online casino.
• Online Slots Reviews Slot game reviews, guides and demo slots from various providers, with best slots sites recommendations and slots-specific articles, for UK slots players.
• Bingo Sites Reviews UK-focused bingo site reviews and guides, including bingo bonuses and free bingo offers, for UK bingo players.
• Tipster Competition Free-to-enter monthly tipster competition with over £7,000 in monthly prizes and 828 individual prizes, tracking user performance and records, for UK-based tipsters who want to monetise their betting expertise.
• Free Bets and Bonus Offers Hub Daily updated bookmaker welcome offers, free bets, casino offers and bingo bonuses explained, rated and compared by OLBG experts, for UK bettors searching for promotions.
• Free Bet Calculator Free bet calculator tools (Yankee, Lucky 15, Patent, Trixie, Accumulator and Super Yankee) to work out betting returns, for UK sports bettors placing multi-leg bets.
• OLBG Racing Club Racehorse ownership opportunities and racing club memberships via partnerships with Harry Derham Racing, Newbury Racecourse and racehorses owned by OLBG, for horse racing enthusiasts wanting access and involvement in UK racing.
• Accumulator Tips and Bet Builder Football accumulator tips plus custom Bet Builder and My Acca Builder tools letting users create personalised multi-selection bets across different markets, for UK football bettors.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Jeff StellingminorGTM or Marketing Partner · 1 April 2026Broadcast legend Jeff Stelling launches new podcast with OLBG, featuring outspoken Dorking Wanderers boss Marc White as first guest. High-profile sports media partnership for content and brand elevation.
• Newbury RacecoursecoreStrategic or Co-development Partner · 12 February 2026Expanded partnership strengthening OLBG's presence in horse racing. Provides content access and brand visibility at a major UK racecourse. Partnership has grown from strength to strength over multiple years.
• Dorking Wanderers Football ClubcoreStrategic or Co-development Partner · 16 April 2025Landmark long-term partnership reconnecting users with football at its roots. Partnership includes newsletters and community engagement, providing insight into real football away from VAR and rule controversies.
• Harry Derham RacingcoreStrategic or Co-development Partner · 7 March 2025Five-year sponsorship extension celebrating a milestone year. Through this partnership, OLBG offers racehorse ownership opportunities and racing club memberships, giving users real insight and involvement in horse racing through newsletters and exclusive content.
• GamCareminorOthersResponsible gambling partnership displaying GamCare branding and promoting GambleAware resources. Provides support resources and helpline information to users concerned about gambling control.
• GambleAwareminorOthersCharitable partnership promoting responsible gambling. OLBG displays GambleAware branding and encourages users to seek help from the organization if they feel not in control of their gambling.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Compare.bet: UK-focused betting and casino comparison site with bookmaker reviews and free bet listings. Comparable to OLBG in product scope (bookmaker comparison, free bets) and target customer (UK bettors), though smaller community/tipster component.
• WhichBookie: UK betting site comparison and review portal focused on bookmaker rankings and free bet offers. Closely comparable to OLBG's bookmaker reviews and free bets feature set, targeting the same UK bettor persona.
• Gambling.com Group: Publicly listed performance marketing and affiliate operator for online gambling, running comparison sites across multiple jurisdictions. Direct overlap with OLBG in UK sports betting affiliate content, but operates at significantly larger global scale (US, UK, Canada, LatAm).
• BettingExpert (Better Collective): Global tipster community and betting tips platform owned by Better Collective. Direct comparator to OLBG's tipster competition and betting tips platform — same community-led GTM with a longer international footprint.
• Oddschecker: UK-based sports betting odds comparison and affiliate site covering bookmakers and tipsters. Closest direct competitor to OLBG — same product category (odds comparison + tipster content), same UK primary market, and same affiliate revenue model.
• easyodds.com: UK sports betting odds comparison site providing bookmaker reviews and best-odds ranking. Similar affiliate-led content and bookmaker review positioning to OLBG with strong UK football focus.

Broad incumbents

• Timeform: Long-running UK horse racing form and tips publisher (owned by Flutter). Comparable to OLBG in horse racing tipster content for UK bettors, but as a legacy paid ratings service rather than a community/affiliate platform.
• Racing Post: Premier UK horse racing daily newspaper and digital publisher, covering form, tips, and betting news. Comparable to OLBG for UK racing tips and betting-adjacent content though much broader media reach and subscription model.
• Sporting Life: Established UK horse racing and sports content brand (part of Sky Sports group historically, now Flutter-affiliated). Comparable to OLBG for horse racing tips and sports news content, but as a much broader media property rather than a pure-play affiliate.

Emerging players

• SmartBettingGuide: Smaller-scale sports betting guides and bookmaker review site focused on UK/European markets. Overlaps with OLBG in bookmaker reviews and tips but with more limited community/tipster competition features.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/olbg
• YouTubeyoutube.com/@OLBGuk
• Facebookfacebook.com/OLBGUK
• LinkedInlinkedin.com/company/olbg
• Instagraminstagram.com/olbg

Revenue estimate

Valuation estimate

Number of profiles

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 olbg.com