By promoting transparency in the online gambling industry, UK Tops List helps users by providing the resources they need to make informed decisions when betting online. That is why we want to be transparent about how we operate.
At UK Tops List we want your experience with online sports betting to be as positive as possible. To achieve this, we promote transparency in the gambling market and try to guide you as best we can through quality content, clear design and useful comparisons.
Most media companies charge users for accessing content. We prefer to leave access to our content free so that it can be reached by as many users as possible. Because we do not charge our users, we must have other sources of income.
Affiliate-based business model
The business model behind UK Tops List is based primarily on affiliate relationships. Gambling operators pay us for the traffic that is redirected to them from our site. Traffic is measured by the number of clicks on the affiliate links we place within text or images, and by cookies that can detect when a user has opened an account with an operator through links on our site.
We may earn money from licensed gambling operators in one or more of the following ways:
- Revenue share — a percentage of the operator's revenue generated through the redirected player's activity, for the period in which the player has an active account.
- Cost-per-acquisition (CPA) — a fixed fee for each player who opens an account through our links and makes a deposit.
- Sometimes a combination of both types of commission.
This is a common practice. Many newspapers, travel sites, price comparison sites and blogs use the same model. We may also generate revenue from on-site advertising space and sponsored content, where operators pay for exposure on the site.
How does this affect the accuracy of the content?
It does not affect the accuracy of the content. What we write is not influenced by the relationships we have with different gambling sites. We only recommend operators that we consider to offer the best services, and we will never praise a site that is not worth it simply because it is to our financial advantage.
Our goal is to provide users with unbiased advice and detailed information on everything related to sports betting and online gambling, to help you become a more informed bettor. Where we host sponsored content that is not subject to the same editorial decisions as the rest of our content, we will always mark it clearly as “sponsored”.
Long-term strategy
We believe that building a trusted brand is essential to a successful long-term business. This approach has sometimes created tension with operators who did not receive the reviews they hoped for, but we will never compromise our integrity by providing information we do not believe in. It is not our job to protect the image of the operators we work with; we try to balance the positive with the negative so that our users know exactly what to expect when they open an account.