What 2Pure does

2Pure (2pure.co.uk) is an iGaming affiliate content website that publishes editorial reviews and comparative rankings of online casino operators, primarily targeting UK players researching new casino sites, including those operating outside UKGC and GamStop restrictions. The site is operated by BDGA Media Group Ltd, a UK-registered private limited company headquartered at 71-75 Shelton Street, Covent Garden, London. The core product is a set of detailed casino reviews covering licensing, game variety, bonuses, payment methods, and mobile experience, supported by side-by-side comparison tables across ten reviewed operators and educational guides on responsible gambling tools.

The business operates on a pure affiliate-referral revenue model: end users access content for free, and 2Pure earns commissions when readers click through to partner casino operators and make deposits. There is no proprietary technology platform, mobile app, or API offering; the website is the entire product surface. Marketing is driven exclusively by organic SEO and content marketing, with no disclosed paid acquisition or social channels. The team is small (firmographics indicate 11-50 employees), with editorial leadership provided by James Rowley as Lead Gambling Analyst and Content Editor, supported by iGaming professionals, casino testers, and tech writers based in the UK and across Europe. No external funding, acquisitions, or institutional investment have been disclosed.

The firmographic header in the input describes a cycling and active-brands distribution company founded in 2006 in Edinburgh under the same name; this profile is inconsistent with all other source material (which describes a 2024-founded iGaming affiliate in London operated by BDGA Media Group Ltd) and has been treated as conflicting first-party data, with the detailed records and live website content prioritized.

Name

2Pure

Legal name

BDGA Media Group Ltd

Website

https://2pure.co.uk

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

2Pure (2pure.co.uk), operated by BDGA Media Group Ltd in London, is a UK-focused iGaming affiliate content site that publishes editorial reviews, comparative rankings, and responsible gambling guides for new online casino operators.

Ownership category

akta.pro rank

Product category

Online Casino Affiliate Reviews

akta.pro primary industry

Casino/iCasino Affiliate & Review Sites (MPAEAMAB)

Keywords

• Online casino reviews
• IGaming affiliate content
• Casino comparison rankings
• UK gambling guides
• Casino bonus analysis

Headquarters

HQ city

Edinburgh

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 Marketing Commissions: 2Pure generates revenue through affiliate partnerships with online casinos. When users click through to registered casino sites and make deposits, 2Pure earns commissions. The company positions itself as independent, stating 'No fake claims, no paid placements — just transparent reviews.'

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

2Pure operates 2pure.co.uk, a content-driven iGaming affiliate platform that publishes editorial reviews, side-by-side comparison rankings, and educational guides for new UK online casino sites. The platform reviews operators licensed by UKGC, MGA, Curaçao, and Gibraltar, covering bonuses, game libraries, payment methods, mobile experience, and responsible gambling tools. Each casino is scored across multiple criteria and accompanied by pros and cons to help UK players select operators.

Product overview

2Pure operates 2pure.co.uk as a content-driven iGaming affiliate platform providing editorial casino reviews, comparative rankings, and educational guides for UK players seeking new casino sites outside GamStop and UKGC restrictions. The core offering is the New Casino Site Reviews & Rankings product, supported by Casino Comparison Tools (side-by-side tables across 10 operators) and Casino Guides covering game types, providers, bonuses, and responsible gambling. A distinct sub-product focuses on safe play guidance for offshore and international casino operators licensed by MGA, Curaçao, and Gibraltar.

Differentiator

Problem solved

Functional benefit

Products and services

• New Casino Site Reviews & Rankings Editorial reviews and comparative rankings of UK online casino operators, covering licensing, game variety, bonuses, payment methods, mobile experience, responsible gambling tools, withdrawal speed, and regulatory compliance for individual consumers researching casinos.
• Casino Comparison Tools Side-by-side comparison tables enabling UK casino players to evaluate operators across dimensions such as UKGC licence number, number of games, highlights, pros, and cons, covering 10 reviewed operators including 32Red, 10Bet, 21 Casino, Casumo, Grosvenor, Coral, MrQ, Virgin Games, Cashino, and PlayOJO.
• Casino Guides & Educational Content Written guides covering how to evaluate casinos, assess bonuses and wagering requirements, understand payment methods, navigate mobile gaming, and use responsible gambling tools, including game category overviews, game provider profiles, and step-by-step guides for new players.
• Safe Play Outside UKGC Regulation Guides Editorial guides and resources focused on helping UK players understand and safely navigate casino options outside UKGC regulation, including verification of licensing from MGA, Curaçao, Gibraltar, and other international authorities.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Emerging players

• Bigwinboard: Slot-focused review and comparison site; niche overlap with 2Pure's slot/game coverage and similar affiliate monetisation layer.

Direct peers

• Top10Casinos.com: Casino listing and ranking site covering UK-facing and offshore operators, with affiliate-driven revenue and a similar SEO-and-comparison content model.
• AskGamblers: Casino review and complaints aggregator that ranks online casinos via user reviews and editorial scoring — comparable affiliate model and SEO-led acquisition targeting UK and European players.
• BonusFinder: Operator of regional casino bonus comparison portals (UK included) monetised via affiliate referrals; highly comparable business model to 2Pure.
• Casinomeister: Long-running online casino review and player-protection site, with editorial reviews and dispute resolution; competes for the same UK/intl casino affiliate traffic.
• Bojoko: Casino review and comparison site with transparent scoring and affiliate referrals, competing directly for the same UK-facing 'best new casino' search terms.
• Casino.org: Large-scale English-language casino affiliate and review site covering UK and international operators, with comparison and bonus content targeting the same UK player intent as 2Pure.

Broad incumbents

• Gambling.com Group: Listed affiliate marketing group operating a portfolio of gambling comparison sites across sports, casino and poker; competes with 2Pure at the top of the SERPs for UK casino queries and is a much larger commercial partner to operators.
• OddsChecker: Major UK gambling comparison platform primarily known for odds comparison but offering casino reviews and affiliate links; competes for the same UK gambling-intent audience.

Regional players

• WhichBingo: UK-focused bingo and casino comparison site with affiliate referrals; overlaps with 2Pure on UK gambling-intent content and operator reviews.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/2pureuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 2Pure