This site contains commercial content

Decimal odds

Business model

By promoting transparency in the betting industry, bettingexpert empowers bettors, providing them with the resources needed to make well-informed decisions when betting online. To that end we want to be transparent in the way we operate. Read about how we work here.

Bettingexpert views betting and gambling purely as entertainment and we aspire to ensure that your betting experiences remain fun and entertaining. On the site, you can find information regarding problem gambling as well as contact details for problem gambling organisations and age limits on gambling. Further, through our free bettingexpert academy we help educate players and help them enhance their betting skills.

At bettingexpert we seek to improve your betting experience by promoting transparency in the betting market and providing as much guidance as possible through high quality content, innovative design and technological solutions. To fulfill our mission, we employ many talented people. To have talented people on the payroll, we must have an income.

Most media companies charge users for accessing their content. However, we prefer to make everything on bettingexpert free as we want our content to be accessible to as many people as possible.
As we don’t want to charge our users for access, we need to depend on other revenue streams.

Affiliate business model

The business model behind bettingexpert is mainly based on affiliate relationships. This business method entails that igaming operators pay bettingexpert for the traffic they receive from our site. The traffic sent to igaming operators is measured through direct links embedded in text and images and also by cookies. Links to igaming operators are easily identified as they contain the following link:

Thus, for example whenever you see a link to bet365 in our betting tips or clash pages, they are affiliate links. Whenever you see a link to Ladbrokes on a top 10 bookmaker list, it is an affiliate link.

More concretely, bettingexpert is commissioned by operators in one of the following ways.

Firstly, by receiving a share of the operator revenue generated by the player losses from the acquired customer for as long as this player is active with the operator. This is known as “revenue share”.

Secondly, by receiving a single Cost Per Acquisition (CPA) fee – a fixed sum for each player who claims an offer on our site that is redeemed by an operator.

In some cases, it is a mix of both commissions.

This structure allows us to provide our products for free, and thus enriches the online betting and
casino experience for as many players as possible.

Is this typical practise? Yes! Many newspapers, travel sites, price comparison sites, blogs, betting sites etc. use this business model.

In addition to this, bettingexpert generates revenue via the sale of advertising space on the site (CPM) and hosting of sponsored content, where operators pay for exposure on the site.

How does this affect editorial discretion?

It doesn’t. We do not make editorial choices based on the money we receive through igaming operators and our affiliate deals. We only recommend the bookmakers and casinos we trust and use ourselves. bettingexpert is designed solely for our users.

Our goal is to provide our users impartial advice and detailed information about betting services so as to improve your betting experiences. We create content and services designed for this purpose because we believe the best way of building our business is to be honest about the industry thus earning the trust of our community. Other sites often create content designed to please their affiliates (operators) which may be somewhat successful in the short term but their credibility will soon be damaged and visitors will quickly realise they cannot trust what is being said.

Just as other news media, we also host sponsored content on the site that is not subject to the same editorial decisions as the rest of the site. Here, operators pay for exposure. To be transparent about the content that is published based on editorial decisions and exposure that is paid by operators, the latter is always marked as “sponsored”. The objective with this is to make it easy for the readers to determine which content is paid promotion and which is our opinion..

Long term strategy

We believe that building a trustworthy brand is key for driving our business. This approach has occasionally created issues with operators who do not receive the kind of review they had hoped. However, we will never compromise our integrity and will always deliver content that meets the needs of our users. The vast majority of operators we work with know that this is how we operate and are happy for us to create impartial reviews that give an honest report of our experience with their service without being pressured into publishing something that isn’t our own opinion.

It is not bettingexpert’s job to protect the igaming operators we are affiliated with. We will not cover up any deficiencies in their product. Quite contrary. We expect nothing but high integrity from the igaming operators visible on bettingexpert. In case we don’t experience such integrity, we do not hesitate to publish information about this. In grave or recurring instances, we terminate the affiliation with these igaming operators.