Bonus Code Bets

What Bonus Code Bets does

Bonus Code Bets is a UK-focused affiliate marketing and comparison platform that aggregates bonus codes, sign-up offers, and promotional deals from over 40 betting and casino sites. Founded in 2017 and operated by Better Collective, a publicly listed Danish sports betting media group founded in 2004 by Jesper Søgaard and Christian Kirk Rasmussen, the site functions as a content-driven intermediary between UK sports bettors and casino players and licensed gambling operators. Its core product surface includes a comparison platform with aggregated bonus code listings, in-depth bookmaker reviews covering usability, mobile experience, market selection, and odds competitiveness, plus educational content covering bet types (Bet Builders, Accumulators, Lucky 15), sports betting tips and news (football, horse racing, F1, boxing, UFC), and casino/bingo guides. The site incorporates UK Bookmaker Awards ranking data, which aggregates large-scale bettor surveys to score operators on welcome offers, odds, customer service, and market selection.

The platform operates as a digital-only, self-serve website (no native mobile app) with no disclosed proprietary technology stack. Distribution relies on organic search and content marketing through an active blog, comparison pages, and expert commentary including interviews with former professional athletes. End users access the site free of charge; the business monetises exclusively through affiliate referral commissions paid by bookmaker partners when users click through tracked links and register accounts. Featured commercial partners include tier-1 UK operators such as bet365, Unibet, Paddy Power, Ladbrokes, Betfred, Coral, Betfair, Virgin Bet, and SBK, alongside casino operators including Sky Vegas, Jeffbet Casino, and Virgin Games.

Customer segments are persona-based and include UK sports bettors seeking welcome offers, UK casino players comparing deposit bonuses and free spins, and betting novices requiring educational guidance on wagering requirements and bet mechanics. The site embeds responsible gambling integrations with GambleAware, GAMSTOP, and Gamban to support regulatory compliance and player protection under UK Gambling Commission oversight. Headcount, revenue, and financial KPIs for Bonus Code Bets specifically are not publicly disclosed; the 700+ employee figure reported in the data reflects Better Collective's group-level operations across Copenhagen, London, Paris, Lisbon, and Amsterdam.

Name

Bonus Code Bets

Legal name

Bonus Code Bets

Website

https://bonuscodebets.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Bonus Code Bets is a UK-focused affiliate marketing platform that aggregates bonus codes and sign-up offers from 40+ betting and casino operators, serving UK sports bettors and casino players with editorial reviews and comparison content. It monetises via referral commissions paid by licensed gambling operators.

Ownership category

akta.pro rank

Product category

Sports Betting & Casino Affiliate Marketing

akta.pro primary industry

Bonus/Promo Code & Deal Aggregators (Betting) (MPAEAMAD)

akta.pro secondary industries

Sportsbook Affiliate & Comparison Sites (MPAEAMAA), SEO/Content Publishing Networks for Betting Leads (MPAEAMAG)

Keywords

• Sports betting affiliate
• Betting bonus codes
• Online casino comparison
• Bookmaker reviews
• IGaming affiliate marketing

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Affiliate Marketing / Referral Fees: The site earns revenue through affiliate marketing. When visitors click on affiliate links to bookmakers and sign up, Bonus Code Bets receives referral fees from those gambling operators. This is the primary revenue stream that keeps the site free for users.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Bonus Code Bets aggregates bonus codes, sign-up offers, free bets and promotional deals from over 40 UK betting and casino sites into a single comparison platform, supporting users with bookmaker reviews, sports and casino guides, betting tips, and UK Bookmaker Awards ranking data. The platform is monetised by earning affiliate referral commissions from bookmakers when users click through and register.

Product overview

BonusCodeBets is an affiliate marketing comparison platform (not a betting operator itself) that aggregates bonus codes, sign-up offers, and promotional deals from over 40 UK betting and casino sites. The core offering consists of the comparison platform with integrated bonus code aggregation, supported by betting site reviews, sports/casino guides, betting tips/news content, and UK Bookmaker Awards ranking data. The platform operates as a content-driven marketing site that earns referral fees when users sign up via affiliate links.

Differentiator

Problem solved

Functional benefit

Products and services

• BonusCodeBets Comparison Platform UK-focused affiliate marketing and comparison platform that aggregates bonus codes, sign-up offers, free bets and promotional deals from over 40 betting and casino sites, providing reviews, guides and betting tips to help UK consumers find optimal betting offers.
• Sports Betting Guides Educational content product explaining betting mechanisms including bet types, bet builders, accumulators, Lucky 15, and qualifying criteria for free bets and bonuses, aimed at UK sports bettors.
• Casino & Bingo Guides Information resources covering online casino games, slot sites, bingo games, and casino-specific bonus offers including free spins and deposit bonuses, aimed at UK casino players.
• Sports Betting Tips & News Blog Regularly published sports betting analysis and news covering football, Formula 1, Premier League and other sports, with statistical backing and expert commentary from former professional athletes, targeted at UK sports bettors.
• UK Bookmaker Awards Rankings Aggregated ranking dataset from the UK Bookmaker Awards based on large-scale surveys with UK bettors, covering categories including best football odds, horse racing odds, betting experience, customer service, welcome bonuses, and market selection, used to rank offers on the comparison platform.

Quantifiable outcome

• Access to £1,000+ in free bets and casino bonuses across partner sites
• +1 more outcomes

Named customers18 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• Better CollectivecoreStrategic or Co-development Partner · 1 January 2004Better Collective is the parent company of Bonus Code Bets. Founded in 2004 by Jesper Søgaard and Christian Kirk Rasmussen in Denmark, Better Collective is a sports betting media group employing over 700 people with offices in London, Paris, Lisbon, and Amsterdam.
• UK Bookmaker AwardscoreStrategic or Co-development PartnerBonus Code Bets utilizes data from the UK Bookmaker Awards, which gathers data and user feedback to rank UK betting sites. This partnership provides objective criteria for comparing bookmakers including bonus size, wagering requirements, and customer satisfaction.
• bet365flagshipChannel Partner/ Reseller/ DistributorFeatured partner offering Bet £10 & Get £30 in Free Bets for new customers. Winner of best welcome offer at UK Bookmaker Awards with an award winning mobile app.
• GambleAwareminorOthersCharitable organization providing information and support for problem gambling. Referenced on the site as a resource for users seeking help with gambling addiction.
• GAMSTOPminorOthersNational online self-exclusion system that allows users to exclude themselves from all UK gambling websites and apps. Promoted as part of safer gambling tools.
• GambanminorOthersApp that blocks global gambling apps and websites on up to 15 devices. Referenced as a tool to help users stop gambling.
• Paddy PowerflagshipChannel Partner/ Reseller/ DistributorFeatured partner offering £50 in Bet Builder Bets when you stake £10 on football. Offers free-to-play games such as Beat The Drop & Wonder Wheel.
• UnibetflagshipChannel Partner/ Reseller/ DistributorFeatured partner offering Bet £10 Get £40 in Free Bets. Second for Best Welcome Offer at UK Bookmaker Awards with in-depth statistical-based betting markets.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Bookies.com: Online betting comparison and review platform targeting the UK and other European markets. Directly comparable content-led affiliate model monetizing bookmaker referral fees.
• Gambling.com Group: Publicly listed performance marketing company for the online gambling industry, operating a portfolio of comparison and affiliate sites targeting multiple geographies including the UK. Directly comparable business model, customer base, and revenue model.
• OLBG (Online Betting Guide): UK-focused sports betting tips, reviews, and comparison community monetized via affiliate referrals. Competes for the same UK betting tips/review search traffic and converts users to the same set of bookmaker partners.
• BettingExpert (Better Collective): A flagship Better Collective-owned sports betting tips and affiliate brand. Direct internal peer within the same parent company, competing in adjacent SERPs and content verticals across multiple European markets.
• Oddschecker: UK's leading betting odds comparison and affiliate platform, monetizing via referral fees from bookmaker partners. Directly competes with Bonus Code Bets for the same UK sports betting comparison queries, SERP real estate, and bookmaker partnerships.
• Betting Sites Comparison (Better Collective network): Better Collective-owned comparison site targeting international sportsbook affiliate traffic. A portfolio sibling comparable in business model, content structure, and parent-company backing.

Broad incumbents

• Racing Post: Established UK horse racing media brand with affiliate links to bookmakers. A broader incumbent that overlaps with Bonus Code Bets on horse racing and sports betting content, though with a much deeper editorial heritage.
• Catena Media: Publicly listed European affiliate media group operating betting and casino comparison brands across multiple jurisdictions. A larger, more diversified incumbent in the same betting affiliate space as Bonus Code Bets.

Regional players

• WhichBingo: UK-focused bingo and casino comparison site operated by Better Collective. Competes with Bonus Code Bets' casino and bingo content verticals for the same UK audience and operator partnerships.

Emerging players

• Smarkets: Betting exchange operator that is also a Bonus Code Bets partner. While primarily a sportsbook/exchange operator rather than affiliate, it is comparable on the affiliate channel side and competes for the same UK bettor audience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/BonusCodeBetsUK
• Facebookfacebook.com/bonuscodebetsuk

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 Bonus Code Bets