New Casinos Ltd

What New Casinos Ltd does

New Casinos Ltd, operating under the legal entity Innovation Labs Limited (Malta, Company Registration C44130), is the publisher of NewCasinos.com, a UK-targeted content and affiliate marketing platform that reviews and ranks online casinos for British players. The platform's core product is a curated directory of online casinos, organized by category — including live dealer, mobile, fast withdrawal, low deposit, and MGA-licensed operators — supplemented by payment-method-specific landing pages, bonus comparison guides, and a gambling education hub. Content is produced by an 11-person specialist team with 50+ combined years of domain experience and is explicitly 100% human-made with no AI usage. Editorial work totals over 160 hours per month, including 41 hours of hands-on casino testing, weekly research on new sites, and content proofreading overseen by a Head of Content.

The company employs a single-channel monetization model: affiliate referral commissions earned when users click partner links and register or deposit at listed casino operators. Of more than 200 casino operator applications, only 13 have been accepted after a rigorous 12-factor vetting process, making curation the central value proposition. Reach is concentrated in the United Kingdom, with primary acquisition channels being SEO-optimized editorial content, earned media placements in outlets such as BuzzFeed, Mail Online, Metro, Bustle, and The Sun, and community feedback integration. Over 22,000 players visited the site in the trailing 12 months, with 3,494 registering at a new casino through the platform's guidance.

NewCasinos Ltd is a wholly owned subsidiary of Gentoo Media, a strategic acquirer and operator of gambling-affiliate brands. The registered office is in Birkirkara, Malta, at Quad Central, Central Business District, though the firm's operations and audience focus are UK-centric. There are no disclosed funding rounds, no external investors, and no public financial filings; revenue, headcount growth, and product roadmap are not publicly disclosed, reflecting the company's position as a privately held portfolio asset within a larger affiliate group rather than a standalone venture-backed growth entity.

Name

New Casinos Ltd

Legal name

Innovation Labs Limited

Website

https://www.newcasinos.com/

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

New Casinos Ltd publishes NewCasinos.com, a UK-focused online casino review and affiliate platform. An 11-person expert team curates and ranks casinos for British players, earning revenue exclusively through affiliate referral commissions from a selective set of operator partners.

Ownership category

akta.pro rank

Product category

Online Casino Affiliate Reviews

NAICS

Gambling Industries (7132)

akta.pro primary industry

Casino/iCasino Affiliate & Review Sites (MPAEAMAB)

Keywords

• Online casino reviews
• Gambling affiliate marketing
• Casino comparison site
• Casino bonus guides
• UK casino listings

Headquarters

HQ city

London

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, Operations, Technology or R&D, Others

Revenue model

1. Affiliate Marketing Commissions: The primary revenue stream is affiliate commissions earned when visitors click on partner casino links and make deposits. The site clearly discloses: 'We may earn a commission if you click on one of our partner links and make a deposit at no extra cost to you.' This is a performance-based revenue model where the company earns a percentage of player deposits or fixed referral fees from listed casino operators.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

New Casinos Ltd operates NewCasinos.com, an online casino review and affiliate platform targeting UK players. The company curates, tests, and rates new and established online casino sites using a 12-factor evaluation system, providing expert reviews, bonus comparisons, payment method information, casino guides, and industry news. Revenue is earned through affiliate commissions when visitors click partner links and make deposits at listed casinos, with only 13 of 200+ applicants selected for inclusion.

Product overview

NewCasinos.com is a unified casino review and affiliate platform that aggregates and evaluates online casino sites. The single core product, NewCasinos.com, features curated casino listings organized by category (Live Dealer Casinos, Mobile Casinos, Fast Withdrawal Casinos, Low Deposit Casinos, MGA Casinos), casino bonus guides, payment method directories, and educational gambling resources. The platform functions as a comparison and review hub rather than a multi-module product suite.

Differentiator

Problem solved

Functional benefit

Products and services

• NewCasinos.com Comprehensive online casino review and listing platform that curates, tests, and rates new and established casino sites. The platform provides expert reviews, bonus comparisons, payment method information, and casino recommendations for UK players, organized by categories including Live Dealer Casinos, Mobile Casinos, Fast Withdrawal Casinos, Low Deposit Casinos, and MGA Casinos.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Casino Operators (Affiliate Partners)coreChannel Partner/ Reseller/ DistributorNewCasinos maintains affiliate partnerships with listed casino operators. When visitors click partner links and make deposits, the site earns commissions at no additional cost to players. The company transparently discloses: 'We may earn a commission if you click on one of our partner links and make a deposit at no extra cost to you.' These partnerships are the primary revenue source and central to the business model. Only 13 of 200+ casino applications were accepted after rigorous vetting.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• BonusFinder: Bonus-led casino and sportsbook affiliate with strong UK footprint; comparable revenue model based on converting players to deposit-triggering bonuses.
• AskGamblers: Long-standing casino review and complaint-resolution platform serving international and UK players; closest comparable in the review-and-curation model that drives affiliate commissions.
• WhichBingo: UK-focused bingo and casino affiliate with deep editorial coverage of operators, bonuses, and games; directly overlaps with NewCasinos' UK consumer base and adjacent verticals (bingo content is also produced by NewCasinos).
• VegasSlotsOnline: Large-scale casino review and slots-focused content publisher with deep guides and operator listings; comparable affiliate model targeting UK and European audiences.
• Latest Casino Bonuses (LCB): Casino and bonus affiliate site with active player community and editorial reviews; very comparable affiliate/curation model with overlapping UK and European operator coverage.
• Bojoko: Casino and sports betting affiliate with a strong UK presence; uses expert-reviewed listings of operators, overlapping directly with NewCasinos' curated model.
• Casino.org: High-authority casino review and guide publisher globally, including UK-focused content; competes for top-of-funnel organic traffic on casino reviews and bonus guides.
• Casino Guru: One of the largest global casino affiliate and review platforms with hundreds of thousands of monthly visitors; competes head-to-head with NewCasinos for SEO around review and bonus queries, including UK-targeted pages.

Broad incumbents

• Gentoo Media (parent portfolio): Parent company operating a portfolio of gambling-affiliate sites across multiple geos and verticals; serves as the strategic operator behind NewCasinos and a comparable incumbent across broader iGaming affiliate categories.
• Catena Media: Publicly listed iGaming affiliate powerhouse with large, geo-targeted casino and sportsbook brands; benchmark for affiliate scale and SEO authority in the same sector NewCasinos competes in.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/newcasinosuk

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 New Casinos Ltd