Metaratings
Metaratings is a Russian-language sports betting information portal, founded in 2008 and headquartered in Moscow, that aggregates bookmaker reviews, expert forecasts, and sports news across 30+ sports, monetizing via affiliate partnerships with Russian-licensed bookmakers.
- Company typePrivate
- Founded2008
- HeadquartersMoscow, Russia
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Metaratings does
Metaratings (legal name Сетевое издание «Metarating») is a Russian-language sports betting information portal founded in 2008 and headquartered in Moscow, operating the metaratings.ru domain. The platform aggregates bookmaker reviews, expert ratings, sports forecasts, statistics, news, and betting-school educational content across more than 30 sports — including football, hockey, tennis, basketball, MMA, and esports — with dedicated sub-domain properties for combat sports (mma.metaratings.ru) and cybersports (cybersport.metaratings.ru), and sub-brands including Meta TV, CyberMeta, and the Betting School (Школа беттинга). The company is registered as a network publication with the Russian media regulator Roskomnadzor under license ЭЛ № ФС 77-74641 (issued December 24, 2018), and is led by founder Akhmed Tkhalijokov (Тхалиджоков А.С.).
The core technology is an editorial content management and publishing platform optimized for SEO in Russian search, supplemented by distribution channels on Telegram (@Metaratings) and VKontakte (vk.ru/metarpl). No proprietary mobile application, SaaS modules, or public API are offered; the product surface is the web content itself rather than a transactional or data product. Content is produced by a named roster of expert commentators and former athletes who also serve as brand ambassadors for partner bookmakers.
The business model is a free-to-user media model monetized through affiliate referral commissions and banner advertising tied to Russian-licensed bookmakers including Winline, Fonbet, Olimp, Betcity, Marathon, BetBoom, PARI, Leon, Liga Stavok, Melbet, Zenit, and others. The platform also maintains a broad partnership ecosystem of more than 30 Russian sports organizations (FC Zenit, FC Spartak, FC Krasnodar, the FNL second-tier league, KHL teams, the MMA Union of Russia, and the BETCITY Superleague Futsal) that generate reciprocal content and audience flows. End users — Russian-speaking sports betting enthusiasts — are not monetized directly; revenue is generated when users register with or deposit at partner bookmakers via Metaratings referral links, promo codes, and bonus offers. Operating geographies span the Russian-speaking internet (Runet) and, more recently, Brazil.
Metaratings firmographics
Firmographics- Name
- Metaratings
- Legal name
- Сетевое издание «Metarating»
- Website
- https://metaratings.ru
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Metaratings is a Russian-language sports betting information portal, founded in 2008 and headquartered in Moscow, that aggregates bookmaker reviews, expert forecasts, and sports news across 30+ sports, monetizing via affiliate partnerships with Russian-licensed bookmakers.
- Ownership category
- akta.pro rank
Metaratings industry classification
Industry- Product category
- Sports Betting Media & Information
- NAICS
- Other Gambling Industries (713290), Newspaper, Periodical, Book, and Directory Publishers (5131)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- SEO/Content Publishing Networks for Betting Leads (MPAEAMAG)
- akta.pro secondary industry
- Sportsbook Affiliate & Comparison Sites (MPAEAMAA)
Keywords
Where Metaratings is headquartered
LocationHeadquarters
- HQ city
- Moscow
- HQ country
- Russia
- HQ region
- Europe
Offices1 record
Markets served
Metaratings business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Affiliate/Referral Revenue: The platform drives user registrations and sign-ups to partner bookmakers through reviews, ratings, promotional codes, and bonus information. Revenue is generated through affiliate relationships with Russian-licensed bookmakers including Winline, Fonbet, Olimp, Betcity, Marathon, BetBoom, PARI, Leon, Liga Stavok, Melbet, Zenit, and others.
- Advertising: The website displays banner advertisements and promotional content for partner bookmakers. Multiple ad placements are visible throughout the site including promotional buttons, bonus banners, and partner logos.
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Metaratings product offering
Product offeringCore offering
Metaratings is a Russian-language online sports betting information portal that publishes bookmaker reviews, expert predictions, match centers, and educational content for individual bettors across football, hockey, tennis, basketball, MMA, and esports. The site monetizes via affiliate referral commissions and advertising from licensed bookmakers such as Winline, Fonbet, Olimp, Betcity, Marathon, BetBoom, PARI, Leon, Liga Stavok, Melbet, and Zenit. Free to end users, it functions as a content-and-referral hub rather than a betting operator.
Product overview
Metaratings is a sports betting information portal that aggregates bookmaker ratings, sports news, predictions, and betting education content. The platform operates as a web-based service covering Russian-language sports betting markets, featuring bookmaker reviews, sports forecasts, statistics, and a betting school. The site does not offer a proprietary mobile application or SaaS platform modules — its core product is the editorial information website metaratings.ru and its sub-domains (mma.metaratings.ru, cybersport.metaratings.ru). Content is published in Russian and covers football, hockey, tennis, basketball, MMA, and cybersports.
Differentiator
Problem solved
Functional benefit
Brands
- Meta TV: Video content section featuring sports betting analysis and related videos
- Meta MMA
- CyberMeta
- MetaRatings
- Школа беттинга
- Лудоманы
Products and services
- Metaratings Main Portal
- Metaratings MMA
- Metaratings Cybersport
- Betting School (Школа беттинга)
- Bookmaker Ratings
Companies that use Metaratings
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Metaratings technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Metaratings partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, major and minor.
- FC ZenitcoreFC Zenit is listed as an official partner of Metaratings. The Saint Petersburg football club is one of Russia's most successful teams, playing in the Russian Premier League and participating in European competitions.
- FC SpartakcoreFC Spartak Moscow is listed as a partner organization. One of Russia's most popular and historic football clubs, competing in the Russian Premier League.
- FC KrasnodarcoreFC Krasnodar is listed as a partner. The club competes in the Russian Premier League and has established itself as a significant force in Russian football.
- FNL (First League)majorThe Russian Football National League (FNL), Russia's second-tier football division, is listed as a partner organization.
- PARI LeaguemajorPARI League (formerly known as Media Football League) is listed as a partner. Metaratings provides coverage of their tournaments and events.
- HC TraktorminorHC Traktor Chelyabinsk, a KHL ice hockey team, is listed as a partner organization.
- MMA Union of RussiamajorThe MMA Union of Russia is listed as a partner, aligning with Metaratings' dedicated MMA coverage sub-site (mma.metaratings.ru).
- BETCITY Superleague FutsalmajorThe BETCITY Russian Futsal Superleague is listed as a partner, with Metaratings providing extensive coverage including schedules, regulations, results, and standings for the league.
- WinlinecoreWinline is a major partner bookmaker. The site features extensive Winline promotional content including bonus offers, freebet promotions, promo codes, and exclusive deals (META7, META25 codes).
- FonbetcoreFonbet is a major partner bookmaker. Metaratings features Fonbet app download guides, registration instructions, bonus promotions, and sponsored content for the betting platform.
- Olimp (Olimpbet)majorOlimp (Olimpbet) is listed as a partner bookmaker with promotional content, bonus offers, and affiliate arrangements featured on Metaratings.
- BetcitymajorBetcity is listed as a partner bookmaker with various promotional offers and affiliate content on Metaratings.
- BetBoommajorBetBoom is a partner bookmaker with promotional codes and bonus offers featured on the platform.
- PARImajorPARI (formerly Paribet/Pari-match) is a partner bookmaker with registration guides and promotional content.
- Higher School of EconomicsminorThe Higher School of Economics (HSE) is listed as a partner organization - one of Russia's leading universities.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Metaratings competitors and assessment
Company assessmentDirect peers
- RadarBetting (Bookmaker Radar): Bookmaker Radar is a CIS-region sports betting comparison and affiliate site featuring bookmaker reviews, ratings, and promotions — directly comparable to Metaratings in both content (ratings, reviews, promos) and geography (Russian-speaking audience).
- BetExplorer: BetExplorer provides sports statistics, odds comparison, and predictions across global leagues, monetizing via bookmaker referrals — comparable in core offering (statistics + bookmaker links + affiliate revenue) to Metaratings' match center and bookmaker ratings.
- Legalbet: Legalbet is a sports betting information and affiliate portal operating in CIS and Brazil with bookmaker reviews, ratings, and predictions — directly comparable to Metaratings in business model (affiliate-driven) and audience (Russian/Portuguese-speaking bettors).
- Sportytrader: Sportytrader is an international sports predictions and betting tips affiliate site covering football, tennis, basketball and esports — directly comparable in its combination of expert predictions, bookmaker reviews, and affiliate monetization.
- OddsChecker: OddsChecker is a leading sportsbook odds comparison and affiliate platform in the UK with extensive bookmaker reviews, promos, and editorial content — a direct functional peer to Metaratings' bookmaker ratings and affiliate referral model.
- Bookmaker Ratings (Ukraine/CIS): Bookmaker Ratings operates CIS-region bookmaker review and rating sites with affiliate revenue from licensed bookmakers — a near-twin to Metaratings in market geography (Russian-speaking), product (ratings/reviews), and business model (affiliate).
Broad incumbents
- Sofascore: Sofascore is a global live sports scores and statistics platform with massive audience and bookmaker partnerships — a broader incumbent in the sports data/content space that overlaps with Metaratings' match center and statistics functionality, though Sofascore is far more product/tech-led.
- Sportskeeda: Sportskeeda is a large global sports media publisher covering news, predictions, and fantasy content with significant betting-adjacent traffic — comparable to Metaratings as a sports content publisher with audience monetization, though much broader in geography and editorial scope.
- Flashscore: Flashscore is an international live scores and sports statistics platform owned by Livesport with extensive bookmaker affiliate integrations — comparable to Metaratings in serving sports content audiences and monetizing via bookmaker referrals, but at significantly larger global scale.
Regional players
- Legalbet Brazil: Legalbet Brazil is the Brazilian edition of Legalbet covering bookmaker reviews, betting regulations, and affiliate referrals for the Brazilian market — comparable as a regional peer in Brazil, the same geographic market that Metaratings has flagged as part of its operating footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Metaratings social profiles
Digital presenceMetaratings financial estimates
Financial estimateRevenue estimate
Valuation estimate
Metaratings leadership team
Management profileNumber of profiles
Profiles1 record
Metaratings funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Metaratings M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Metaratings
What does Metaratings do?
Metaratings is a Russian-language online sports betting information portal that publishes bookmaker reviews, expert predictions, match centers, and educational content for individual bettors across football, hockey, tennis, basketball, MMA, and esports. The site monetizes via affiliate referral commissions and advertising from licensed bookmakers such as Winline, Fonbet, Olimp, Betcity, Marathon, BetBoom, PARI, Leon, Liga Stavok, Melbet, and Zenit. Free to end users, it functions as a content-and-referral hub rather than a betting operator.
Is Metaratings a public or private company?
Metaratings is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Metaratings founded?
Metaratings was founded in 2008. It employs 11 to 50 people.
Where is Metaratings based?
Metaratings is headquartered in Moscow, Russia, in the Europe region.
How does Metaratings make money?
Two revenue lines are on record. Affiliate/Referral Revenue is the primary driver. The others are advertising.
Who are Metaratings's main competitors?
Direct peers on record are RadarBetting (Bookmaker Radar), BetExplorer, Legalbet, Sportytrader, OddsChecker and Bookmaker Ratings (Ukraine/CIS). Broad incumbents are Sofascore, Sportskeeda and Flashscore. Legalbet Brazil is listed as a regional player.
Does Metaratings have an API?
No public API is recorded for Metaratings.
What industry is Metaratings in?
Metaratings's product category is Sports Betting Media & Information. Its primary akta.pro industry code is MPAEAMAG, SEO/Content Publishing Networks for Betting Leads, with a secondary code of MPAEAMAA, Sportsbook Affiliate & Comparison Sites. Its NAICS code is 713290 and its SIC code is 7990.