Links Of London

What Links Of London does

Based on the substantive operational data, linksoflondon.com operates as a UK-focused affiliate marketing website that publishes editorial reviews, comparison guides, and bonus coverage of online casinos operating outside the UK's GamStop self-exclusion scheme. The platform addresses UK players (including those who have self-excluded via GamStop) who are seeking access to offshore-licensed gambling sites, providing licensing checks, payment method comparisons, and responsible gambling information as core content. The revenue model is pure affiliate referral: the site earns commissions when users click outbound links to third-party casino operators such as Nalu Casino, Lucky Barry, and Royal Coala and subsequently register or deposit. Distribution is single-channel through the owned website, driven by SEO and organic search targeting non GamStop casino keywords, with editorial content authored by a single named casino expert, Mark Taylor. There is no proprietary technology, no mobile application, and no disclosed AI or automation layer; the offering is content-led rather than platform-led, with all monetization contingent on converting organic search traffic into qualified casino signups via tracked affiliate links. Note: the firmographics provided describe "Links Of London" as an iconic international jewellery brand founded in 1990 with 501–1,000 employees in London, which is inconsistent with the affiliate website profile detailed throughout the rest of the data and is not used as the basis for this analysis.

Name

Links Of London

Legal name

Links Of London (linksoflondon.com)

Website

https://linksoflondon.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

501–1,000 employees

Short description

linksoflondon.com is a UK-focused affiliate marketing website that publishes reviews, comparisons, and bonus guides for online casinos operating outside the UK's GamStop self-exclusion scheme, earning commission when referred users sign up at offshore casino operators.

Ownership category

akta.pro rank

Product category

Online Casino Affiliate Reviews

NAICS

Web Search Portals and All Other Information Services (51929)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Casino/iCasino Affiliate & Review Sites (MPAEAMAB)

akta.pro secondary industry

Online Casino Aggregators & Game Hubs (Multi-Brand Portals) (MPAEABAI)

Keywords

• Casino affiliate marketing
• Online casino reviews
• Non-GamStop casinos
• Gambling comparison guides
• Affiliate content platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

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 Commissions: The website generates revenue through affiliate links to third-party casino sites. When users click on these links and make purchases or sign up, the company receives a commission at no additional cost to the user. This is a standard affiliate marketing revenue model.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Linksoflondon.com is an editorial review and affiliate marketing platform that provides comprehensive guides, in-depth reviews, and side-by-side comparisons of online casinos operating outside the UK's GamStop self-exclusion scheme. The platform also publishes updated bonus and promotion information, casino game guides, and responsible gambling resources targeted at UK players seeking alternatives to UKGC-regulated sites.

Product overview

LinksofLondon.com is an editorial review platform that provides comprehensive content services focused on non GamStop online casinos. The offering is a unified content platform delivering casino reviews, detailed comparisons, bonus guides, and responsible gambling information as an integrated editorial service. The core product consists of expert reviews and guides that help players discover and evaluate non GamStop casino options.

Differentiator

Problem solved

Functional benefit

Products and services

• Non GamStop Casino Reviews

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 Affiliates (Third-Party Casino Operators)coreGTM or Marketing PartnerThe company maintains affiliate marketing relationships with multiple non GamStop casino operators. When users click on affiliate links and sign up or deposit at these casinos, the company earns commission. The casinos include platforms like Nalu Casino, Lucky Barry, Royal Coala, and numerous others reviewed on the site.

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Gambling.com: Gambling.com Group is a publicly listed performance marketing company specializing in gambling affiliate traffic at global scale. Comparable as a gambling affiliate operator, though significantly broader and larger than the subject niche site.
• Oddschecker: Oddschecker is a major UK-focused gambling comparison and affiliate platform covering sportsbook odds. Comparable as a UK-centric gambling content/affiliate site relying on SEO traffic and operator partnerships, though it is broader in scope than a casino-only niche site.
• Catena Media: Catena Media operates a large portfolio of gambling and financial services affiliate sites. Comparable as a gambling affiliate operator with multiple branded content sites monetized via operator referrals.
• Better Collective: Better Collective is a listed sports betting and iGaming affiliate operator. Comparable in business model (affiliate content + operator referrals in gambling), though it operates at much larger scale across multiple verticals.

Direct peers

• Casino Guru: Casino Guru runs a global casino review database with affiliate referrals and a complaint-resolution forum. Directly comparable as a content-driven casino affiliate with structured review and bonus coverage.
• AskGamblers: AskGamblers is a casino review and complaint platform that monetizes via affiliate referrals to online casinos. Directly comparable as a casino-affiliate content site serving players with reviews, bonus info, and editorial guidance.
• Casinomeister: Casinomeister is one of the longest-running independent online casino review and watchdog sites. Comparable as a content-led casino affiliate with editorial authority and operator-partner relationships.
• Bojoko: Bojoko is a casino comparison and affiliate site with expert reviews guiding users to multiple operators. Directly comparable as a multi-brand casino comparison platform monetized through affiliate commissions.
• Latest Casino Bonuses (LCB): LCB is a community-driven casino review and bonus-tracking site with affiliate partnerships. Directly comparable as a casino content site focused on bonus information and operator referrals.

Emerging players

• ThePOGG: ThePOGG is an independent online casino review and complaint-resolution site with a smaller audience. Comparable as an editorial casino affiliate, with narrower scale and similar reliance on content and trust signals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/links_of_london
• Facebookfacebook.com/linksoflondon
• LinkedInlinkedin.com/company/links-of-london

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 Links Of London