BETUP MEDIA LIMITED

What BETUP MEDIA LIMITED does

BETUP MEDIA LIMITED operates Fruity Slots, a UK-headquartered iGaming affiliate and content platform founded in 2017 by co-founders Jamie Rosen and Josh Green. The company publishes online slot reviews, casino reviews, free slot demos, industry news, and game studio interviews targeted at UK and international online casino and slot players, with a current focus on UK, Ireland, Indonesia, the US, the Philippines, France, New Zealand, Vietnam/Malaysia, South Africa, Brazil, Chile & Mexico, and Canada. Its core product is the WordPress-based fruityslots.com website, augmented by a YouTube channel (slot battles, Sunday Slot Battles), an active community forum, and a Discord server; the registered proprietary asset is the FruityMeter 12-category casino scoring system, which rates casinos across licensing, bonus T&Cs, payments, withdrawal speed, security, responsible gambling, and other dimensions based on real-money testing.

The platform is supported by content partnerships with major slot and live-casino providers including Pragmatic Play, Play'n GO, Hacksaw Gaming, Games Global, Relax Gaming, ELK Studios, Nolimit City, and Evolution Gaming, alongside responsible-gambling integrations with GamCare, GambleAware, and GAMSTOP. The editorial team of 10+ produces an annual community-voted Fruity Slots Awards program, a slot release calendar, and ongoing Q&A content with game studios.

The business model is affiliate-referral only: Fruity Slots is free to users and monetizes exclusively through CPA commissions earned when players join online casinos via tracked referral links, with supplemental revenue-share income on a subset of partnerships. Customer acquisition is organic via SEO across regional site variants, content marketing, YouTube, forum engagement, and social channels (100,000+ combined followers). Revenue figures, funding, and corporate ownership are not publicly disclosed, and the company is founder-led with no known VC, PE, or parent-company backing.

Name

BETUP MEDIA LIMITED

Website

https://fruityslots.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

BETUP MEDIA LIMITED operates Fruity Slots, a UK-based iGaming affiliate platform publishing slot and casino reviews, demos, and news for online casino players across 13 regional markets. The company monetizes exclusively through CPA commissions and revenue share from casino referral partnerships.

Ownership category

akta.pro rank

Product category

iGaming Affiliate Marketing

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Other Gambling Industries (713290)

akta.pro primary industry

Casino/iCasino Affiliate & Review Sites (MPAEAMAB)

akta.pro secondary industries

SEO/Content Publishing Networks for Betting Leads (MPAEAMAG), Bonus/Promo Code & Deal Aggregators (Betting) (MPAEAMAD)

Keywords

• IGaming affiliate marketing
• Online casino reviews
• Slot game reviews
• Casino comparison platform
• Affiliate referral services

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. CPA Commission: Earn one-time commission when a player joins a casino through referral links on Fruity Slots. This is the primary revenue stream.
2. Revenue Share: In some agreements, receive small revenue share based on player activity generated through referral links.

Go-to-market motion3 records

Distribution channels1 record

Marketing channels8 records

Core offering

BETUP MEDIA LIMITED operates Fruity Slots, an iGaming affiliate website offering free editorial slot reviews, online casino reviews, free slot demos, industry news, and player community forums across 14 regional market variants. The platform is monetised through cost-per-acquisition (CPA) commissions and revenue-share payments received from online casino operators when players are referred and sign up through the platform's tracked affiliate links.

Product overview

Fruity Slots is a content review and entertainment platform providing online slot reviews, casino reviews, slot demos, industry news, bonus information, and community forums for online gambling enthusiasts. The platform does not operate as a casino or gaming provider itself but serves as an affiliate review site offering editorial content, casino ratings (via their FruityMeter scoring system), and aggregated information about online slot games and casino operators.

Differentiator

Problem solved

Functional benefit

Products and services

• Fruity Slots online casino and slot review platform Free-to-access iGaming content platform providing editorial slot reviews, online casino reviews, slot demos, industry news, and player community forums for UK and international online casino and slot players. Available via 14 regional site variants covering the United Kingdom, Indonesia, the United States, the Philippines, France, New Zealand, Ireland, Rest of World, Chile & Mexico, Vietnam/Malaysia, South Africa, Brazil, and Canada.
• Affiliate referral partnership service for online casino operators B2B service in which licensed online casino operators contract with Fruity Slots to receive referred depositing players through tracked links and featured listings. Fruity Slots is compensated via cost-per-acquisition (CPA) commissions on player sign-ups and, in some agreements, ongoing revenue-share based on referred player activity. Featured operator partners include BetMGM, Mega Riches, Mr Vegas, Pub Casino, Midnite, Lottoland, BetAhoy, and Slots Temple.

Quantifiable outcome

• 3,500+ hours of hands-on casino testing completed
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Pragmatic PlaycoreOthersFeatured game provider with 846 games available on the platform. Pragmatic Play is one of the most featured slot providers across casino reviews and slot content on Fruity Slots, including exclusive coverage of new releases like Big Bass Blast and Luxor of Cleopatra.
• Hacksaw GamingcoreOthersFeatured game provider with 335 games available on the platform. Regularly featured in slot reviews, streamer favorites, and new release coverage including Le Fisherman, Aliens Among Us, and Le Prechaun.
• ELK StudioscoreOthersFeatured game provider with 161 games including Pirots series, Heist Guys 2, and other character-driven slots. Featured in studio spotlight series and game reviews.
• Play'n GOcoreOthersFeatured game provider with extensive game library including Book of Dead, Reactoonz series, and Rich Wilde franchise. 696 games catalog reviewed on the platform.
• Games GlobalminorOthersFeatured provider with 319 games. Mentioned in context of network promotions like Sunday Slot Battles and Drops & Wins tournaments.
• Relax GamingminorOthersFeatured provider with 310 games including Money Train series. Regular coverage in slot reviews and new release articles.
• Nolimit CitycoreOthersFeatured provider with 154 games including San Quentin series, Tanked 3: First Blood 2, and AFK Airport Security. Featured in weekly slot of the week selections.
• Evolution GamingminorOthersFeatured live casino software provider. Mentioned in context of BetMGM Casino review as provider of live casino content.
• GamCareminorOthersResponsible gambling support organization partnered with Fruity Slots. Links to GamCare provided for players seeking help with gambling-related issues.
• GambleAwareminorOthersResponsible gambling charity partnered with Fruity Slots. Links provided for players seeking support with gambling-related harm.
• GAMSTOPminorOthersNational self-exclusion scheme partnered with Fruity Slots. Allows players to block themselves from all UKGC-licensed casinos in one go.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• BigWinBoard: Slot review and streamer community site focused on in-depth slot mechanics, RTP, and volatility analysis — a narrower, more slot-specialized comparable to Fruity Slots.

Direct peers

• Gambling.com Group: Publicly listed affiliate operator running multiple casino and sportsbook comparison sites across geographies. Direct competitor for casino affiliate traffic and operator partnerships.
• AskGamblers: Long-running online casino review and player community site with extensive casino listings, player ratings, and complaint handling — directly comparable to Fruity Slots' review/community model.
• Casino Guru: Large independent casino review and complaint-resolution platform with global reach, comparable in offering independent, trust-forward casino reviews to Fruity Slots.
• ThePOGG: Independent casino review site with detailed complaint resolution and trust-focused positioning; comparable to Fruity Slots' emphasis on honest, fact-checked reviews built through real testing.
• JohnSlots: Slot-focused review and affiliate site covering game reviews, casino bonuses, and slot news — closely comparable to Fruity Slots' slot-specialist positioning.
• Catena Media: Large publicly listed iGaming affiliate network operating casino, sportsbook, and niche review sites across multiple markets. Direct competitor for high-intent casino/slot keywords and operator affiliate deals.
• Better Collective: Publicly listed iGaming affiliate group with a portfolio of sportsbook and casino review sites, an active M&A acquirer of smaller affiliates, and significantly larger SEO and content budgets.
• Latest Casino Bonuses (LCB): Casino bonus aggregator and review site with strong community forums and player-driven reviews; comparable to Fruity Slots in monetization (affiliate referrals) and player-trust positioning.

Broad incumbents

• Casino.org: Established broad-portfolio casino review and comparison site with global coverage; competes for the same casino affiliate keywords but covers sports betting and other verticals more broadly.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/fruityslots
• LinkedInlinkedin.com/company/fruity-slots

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 BETUP MEDIA LIMITED