iGamingNuts

What iGamingNuts does

iGamingNuts Group is a privately held iGaming affiliate marketing company founded in 2017 by Adam Bieliński, Karol Bieliński and Grzegorz Wróblewski, headquartered in Gdańsk, Poland with an additional office in London (Kahuna Projects LTD, Kensington). The group operates a portfolio of 11+ wholly-owned regional sub-brands spanning at least eight regulated gambling markets — Poland, the United Kingdom, Italy, Spain, Romania, the Netherlands, Brazil, Colombia and Mexico — using localized domain properties (e.g., iGamingNuts UK/IT/ES, LegalniBukmacherzy.PL, PariuriSiJocuri.ro, LegaleWeddenschappen.nl, ApostasLegais.com.br, apuestaslegales.co) to deliver market-specific casino reviews, slot content, bonus comparisons and educational guides.

The platform's core technical differentiation is a set of proprietary rating frameworks: the iGN Rating (a weighted 1-100% score across safety, bonuses, banking, game selection, support, ease of use, reputation and localisation), the Feature Score System for slot evaluation across six criteria, and a dedicated Safety Index covering ten security and fairness dimensions. These frameworks, combined with a free slot demo library, casino comparison tools and expert reviews published on igamingnuts.com and its regional sub-sites, position the group as a scored, methodology-driven affiliate rather than a generic SEO publisher. Distribution relies on organic SEO, social media presence across Facebook, Instagram, TikTok, YouTube and X, and participation in industry conferences (SBC, iGB Affiliate, EGR).

Revenue is generated exclusively through affiliate commissions: iGamingNuts earns a share when referred users sign up or play at licensed online casino and betting operators including BetMGM, Betfred, 32Red, Duelz and LeoVegas. Content is free for end users, monetized through referral links to UKGC-, ADM-, DGOJ- and locally-licensed operators. The company employs 40+ people across 5+ nationalities, has no external institutional funding evidenced, and has won multiple industry awards including the 2023 SBC Casino Affiliate of the Year (global) and consecutive EGR Power Affiliates Top 25 listings in 2023 and 2024.

Name

iGamingNuts

Legal name

iGamingNuts sp. z o.o.

Website

https://igamingnuts.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

iGamingNuts Group is a privately held Polish iGaming affiliate marketing operator that runs 20+ localized content brands across 8 regulated gambling markets, monetizing free casino reviews, slot evaluations and bonus comparisons via referral commissions from licensed online operators.

Ownership category

akta.pro rank

Product category

Online Casino Affiliate Platform

NAICS

Other Gambling Industries (71329)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Casino/iCasino Affiliate & Review Sites (MPAEAMAB)

Keywords

• Online casino affiliate
• IGaming content platform
• Slot game reviews
• Casino comparison tools
• Sports betting affiliate

Headquarters

HQ city

Gdansk

HQ country

Poland

HQ region

Europe

Offices2 records

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 Commission: Commission-based revenue model where iGamingNuts earns commissions when users sign up or play at online casinos via their affiliate links. Commissions are paid by operators as part of their broader marketing budgets and do not influence pricing or player rewards. This business model allows the company to provide free content, tools, and comparisons without charging users.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

iGamingNuts publishes free, editorially independent online casino and slot game reviews, comparisons, guides, and free playable slot demos through a network of localized affiliate websites. The company operates proprietary scoring systems (iGN Rating, Feature Score, Safety Index) to evaluate casinos and slots, then earns affiliate commissions when users sign up or deposit at licensed online casino operators via embedded referral links.

Product overview

iGamingNuts Group operates a multi-brand affiliate marketing platform centered on online casino and sports betting content. The core products include the iGN Rating System and Feature Score System proprietary scoring methodologies for evaluating online casinos and slot games respectively. The platform offers free slot games, casino comparison tools, expert casino reviews, educational gambling guides, and bonus comparisons. The company manages a portfolio of 11 regional sub-brands targeting UK, Italy, Spain, Poland, Romania, Netherlands, Brazil, and Colombia markets. Key brands include iGamingNuts UK/IT/ES, LegalniBukmacherzy.PL, and regional properties. The Bookmaker Awards annual event is also organized by the group.

Differentiator

Problem solved

Functional benefit

Products and services

• Free Slots Library
• Casino Comparison Tools
• Casino Reviews
• Casino Guides
• Bonus Comparison
• iGamingNuts UK
• iGamingNuts IT
• iGamingNuts ES
• LegalniBukmacherzy.PL
• ZKrainyNba.com
• PariuriSiJocuri.ro
• LegaleWeddenschappen.nl
• ApostasLegais.com.br
• apuestaslegales.co
• codicipromozionali365.it
• bukmacher-legalny.pl
• Bookmaker Awards

Quantifiable outcome

• 20+ brands across 8 international markets
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• LegalniBukmacherzy.PLcoreStrategic or Co-development Partner · 1 January 2018iGamingNuts Group operates LegalniBukmacherzy.PL as a flagship brand in the Polish market, providing betting site comparisons and reviews. The platform organizes the annual Bookmaker Awards, recognizing excellence in Poland's regulated sports betting market.
• iGB AffiliateminorGTM or Marketing PartneriGB Affiliate is an industry organization for iGaming affiliates. iGamingNuts participates in iGB events, awards, and has been shortlisted for multiple iGB awards.
• SBC (Sports Betting Community)minorGTM or Marketing PartnerSBC is a leading iGaming industry events and media company. iGamingNuts participates in SBC conferences and has won multiple SBC Awards.
• EGR (eGaming Review)minorGTM or Marketing PartnerEGR is a leading iGaming industry publication and research organization. iGamingNuts has been featured in EGR rankings, including the Power Affiliates Top 25 list.
• Online Casino Operators (Affiliate Partners)coreChannel Partner/ Reseller/ DistributorLicensed online casino and betting operators partner with iGamingNuts through affiliate programs. iGamingNuts receives commission when users sign up or play via referral links. Featured operators include BetMGM, Betfred, 32Red, Duelz, LeoVegas, and others reviewed on the platform.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Others

• SBC (Sports Betting Community): iGaming industry events, media, and awards organization that recognizes top affiliates. Not a direct competitor but a relevant industry counterpart and ecosystem partner that influences affiliate rankings and visibility for companies like iGamingNuts.

Direct peers

• XLMedia: AIM-listed performance media and affiliate group with significant iGaming exposure. Comparable affiliate-led revenue model and multi-market content strategy; overlaps with iGamingNuts in regulated iGaming affiliate publishing.
• Oddschecker: UK-based odds comparison and affiliate platform for sports betting, with growing casino content. Comparable affiliate revenue model targeting UK and international players via SEO-driven comparison content, directly overlapping with iGamingNuts' UK and sportsbook verticals.
• Game Lounge: Malta-headquartered iGaming affiliate company running multiple regional casino comparison sites across regulated markets. Closely comparable business model and market mix to iGamingNuts, focused on SEO-driven casino reviews and operator referrals.
• Legalbet: Multi-market sports betting and casino affiliate focused on legally licensed operators in LATAM, Eastern Europe, and other regulated jurisdictions. Closely comparable affiliate model and "legality-first" content positioning versus iGamingNuts' regulated-market focus.
• TopBoss Partners: iGaming affiliate network operating a portfolio of comparison and review sites for casino and sportsbook operators. Comparable affiliate/lead-generation model and target market overlap with iGamingNuts across regulated European markets.

Broad incumbents

• Gambling.com Group: US-listed affiliate group operating Gambling.com and several regional performance marketing brands in regulated gambling markets. Closely comparable affiliate revenue model and multi-jurisdiction content strategy, but materially larger revenue base and access to public-market capital.
• Catena Media: Listed affiliate marketing company with a portfolio of casino, sports betting, and finance comparison brands across multiple regulated markets. Same affiliate commission model and SEO-led content approach as iGamingNuts, but at a larger, more diversified scale.
• Better Collective: Nordic-listed global sports betting and iGaming affiliate leader operating numerous comparison and content brands across regulated markets. Directly comparable business model (affiliate commissions, SEO content, multi-market footprint), but significantly larger in scale, headcount, and capital base.

Emerging players

• Web Partners: Smaller-scale iGaming affiliate operator running regional casino and betting comparison sites. Comparable affiliate revenue model and SEO-led content strategy, but with narrower market coverage and brand depth than iGamingNuts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/iGamingNuts
• YouTubeyoutube.com/@iGamingNuts
• Facebookfacebook.com/igamingnuts
• LinkedInlinkedin.com/company/igamingnuts
• Instagraminstagram.com/igamingnuts.uk
• TikToktiktok.com/@igamingnutsuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries11 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 iGamingNuts