Where the money comes from
Wager Landmark carries advertising in the form of affiliate links. Nothing on this page is buried, and none of it changes what you pay: the site is free to read and the offers behind our links are the operators’ standard public ones.
What actually happens when you follow a link
Every operator button on this site points at that operator's own domain with a tracking parameter attached — the strings you may notice in the address bar, such as btag, affid or clickid. That parameter tells the operator which affiliate sent the visit. There is no redirect through a third domain and no interstitial page: you land on the operator's real site.
If you then open an account and play, the operator may pay us a commission — usually a share of its revenue from that account, sometimes a one-off fee, depending on the agreement. It comes out of the operator's marketing budget. Your bets, balance, bonus and terms are exactly what they would be had you typed the address yourself.
Links are marked in three ways at once: an Ad · 18+ · T&Cs apply note beside every operator CTA, the rel="sponsored noopener nofollow" attribute in the markup, and this page linked from the footer of every route.
The rules that keep it honest
Being paid by the companies you write about is a real conflict of interest, and the only sensible response is to publish the limits you work to. Ours are these four.
- Position is not for sale. No operator has paid to be listed, to be listed higher, or to have a criticism softened, and no such request has changed a page.
- Commission is not a criterion. The eight things we check are set out in the method note, and what a brand pays is not among them. In this round, the operator we rate as thinnest on casino games is a commercial partner like the rest.
- Verdicts are written before rates are discussed. The one-word verdict follows the checks, and a later commercial conversation does not reopen it.
- Weaknesses stay in. Where a lobby is narrow, an app is missing or support is slow, the page says so. An affiliate site that only praises is an advert with a nav bar.
What the commission does and does not buy
It pays for the hosting, the domain, the time spent opening six lobbies and counting studios, and the recheck that keeps the pages current. That is the whole of it. There is no external investor, no operator has an ownership stake in this site, and nobody outside the editorial team sees a page before it publishes.
It is also worth being clear about what a commission is not. We are paid on account activity, which means we earn nothing from a reader who reads a page and decides against opening anything — and that is a perfectly good outcome. The comparison exists to help you choose well, including choosing none of them.
Bonuses and offers
Welcome offers appear here as a type — deposit match, bonus spins, or a combination — rather than as a headline figure. Wagering requirements, expiry windows, game weightings and eligible regions all change, and a stale number on a comparison page is worse than no number at all. The operator's own terms page is the only source that is current, and our links go there.
No offer on this site is described as free money, risk-free or guaranteed, because none of them are. Every bonus carries conditions, and the sensible order is to read them before you accept rather than after.
Advertising standards
Gambling advertising in the UK is bound by the CAP Code and the Gambling Commission's licence conditions. Practically, that means no urgency, no suggestion that gambling solves money problems or improves self-esteem, no content aimed at or likely to appeal strongly to under-18s, and clear disclosure of commercial relationships. If you think something here falls short, write to us and quote the page — we would rather fix it than defend it.
How to avoid the tracking entirely
Type the operator's address into your browser instead of clicking through. You will get the same site, the same registration process and the same public offers, and we will earn nothing from the visit. The comparison stays free either way.
If you would rather not be tracked at all on this site, the cookie policy explains the one item we store locally and how to remove it. And if you are registered with GAMSTOP or self-excluded elsewhere, the right thing to do with these links is not follow them.
Disclaimer. Wager Landmark is an independent, affiliate-funded comparison site. We are not an operator or a regulator, we hold no player accounts and we take no part in play or money handling. Gambling is entertainment that costs money and never a way to make it. 18+ only · begambleaware.org