Last updated: 14 April 2026
Fortunica earns money through affiliate marketing. This page explains what that arrangement looks like in practice, what it does and doesn't influence, and how to recognise the affiliate links on the site.
When you click a link to a casino on Fortunica and go on to register and deposit, the casino's affiliate programme pays Fortunica a commission. The commission comes out of the casino's marketing budget. You don't pay anything extra. The bonus terms, T&Cs, and player experience available to you are identical whether you arrive through our link or by typing the casino's name into your browser.
Two common payout structures: CPA (cost per acquisition — a fixed payment, typically £40–£200, when a referred player meets a "qualifying deposit" threshold, often £20 or £50) and revenue share (typically 25–45% of the operator's net win from the player, paid monthly for as long as the player remains active). Some programmes offer hybrid deals. Fortunica is on revenue share with most of the operators we cover, because it aligns longer-term: if a casino ends up underpaying winners and the player stops playing, our income stops too.
Affiliate revenue funds the site's operating costs: hosting, domain, the test-deposit budget (averaged £400 per month across 2025), Hareem's part-time fact-checking work, my full-time writing, and the legal and accountancy costs of running a small UK editorial business. Without affiliate revenue, the depth of testing on this site would not be commercially viable. Reader donations would not cover it.
The short answer is no, and the longer answer is the structural reason why. The detail is in the Editorial Policy.
The simple version: operators don't pre-approve reviews. Operators don't get advance copies. Operators don't get to negotiate score changes by paying more. We've delisted operators we earn well from after testing exposed problems — the most recent was October 2025, where the lost commission would have been roughly £180/month and the casino had a bonus structure that had quietly degraded between our original test and a routine retest. We pulled the listing inside 48 hours of catching it.
The structural reason is that we get paid on conversion, not on placement. We don't take fees to publish a review, fees to feature a casino, fees to expedite, or fees to "guarantee positive coverage". Every commission requires a real player to register and deposit. If our reviews mislead and players have bad experiences, they won't deposit, our conversions drop, and the site fails commercially. Reader trust and revenue point in the same direction.
Most affiliate sites earn more than us per visitor because they list more casinos with less testing and run more aggressive optimisation. We've measured this, broadly. In 2025, our revenue per thousand sessions sat at roughly £3.40, against an industry benchmark for similar UK iGaming affiliate sites of around £8–£12 — so we earn somewhere between a third and half of what comparable sites do per visitor.
The trade-off is that we test fewer casinos in more depth, which means fewer total conversions but a higher rate of repeat readers. We track returning visitors at around 38% of monthly traffic, against an industry typical of 12–18%. The economics work because the testing depth that costs us short-term revenue is what brings readers back.
Most outbound links on Fortunica that point to a casino's signup page, bonus claim page, or deposit landing page are affiliate links. Buttons labelled Play Now, Claim Bonus, Sign Up, Visit Casino or similar calls-to-action are typically affiliate. Sometimes these route through a tracking subdomain before reaching the casino — that's standard affiliate infrastructure and the destination is the same as a direct visit.
What's not affiliate: links to regulator websites (UKGC, MGA, Curaçao Gaming Authority), responsible gambling organisations (GamCare, BeGambleAware, GamStop), game provider websites (NetEnt, Pragmatic Play, Evolution), and our own internal pages. Those are informational and we earn nothing from clicks on them.
If you'd rather avoid affiliate links entirely, type the casino's name directly into your browser. The bonus terms and player experience will be identical. We'd appreciate the support if our reviews helped you decide, but it's never required.
What we promise readers, in plain language. Reviews are written from real testing — not from press releases, not from competitor reviews. Scores follow the methodology on How We Rate, applied identically to every operator regardless of commercial relationship. Negative findings stay published, even when an operator pulls their affiliate programme as a result. Bonus terms are stated as we measured them, including the trap clauses; we don't soft-pedal "40x wagering on bonus + deposit with £5 max bet" into "wagering applies".
What we don't promise: that every review is up-to-date the moment you read it. Operators change T&Cs without warning. The "verified" date at the top of every review is the date our team last checked the underlying claims; if you're depositing significant money, double-check the live T&C page on the operator's site as well.
UK affiliate marketing for gambling is governed by the Advertising Standards Authority and the CAP Code, with detailed guidance under section 16 specifically for gambling marketing. We follow the practical rules: 18+ messaging visible on every commercial page, no targeting of vulnerable groups, no claims that misrepresent bonus terms, a responsible gambling reference present on every commercial article, and no creative content that suggests gambling is a route to wealth.
If you spot a Fortunica article that you think breaches CAP, the ASA gambling guidance, or basic advertising honesty: [email protected]. We respond within 48 working hours and will revise or pull content where the complaint is sound.
