As an iGaming writer, a large part of my job is creating online casino reviews for affiliates. 

In this post, I’ll discuss what makes a good review and why they’re important. I’ll also share a few casino reviews of my own.

Why Write Casino Reviews?

Before we start, I should probably address why casino review writing even exists.

For anyone who doesn’t already know, affiliate marketing is a thing. And it’s a big part of the gambling industry. 

Basically, affiliates help to promote products in return for a cut of any sales they generate. Whether it’s YouTube makeup videos or written casino reviews, the idea is the same. However, iGaming affiliates tend to get a share of the revenue generated by their referrals.

Content is King

Since there’s a lot of money to be made as a casino affiliate, these people invest a lot of time and resources into reviews. 

Admittedly, much of those resources are invested into search engine optimisation, trying to get to the top of the Google rankings. But you can spend as much as you like on SEO – if your content is crap, nobody will read it, so it won’t rank.

And that’s where a skilled casino review writer comes into the equation.

How to Write a Casino Review

So, how exactly do I go about writing casino reviews?

If I’m being completely honest, most of my clients these days make my life extremely easy. Because they invest heavily in SEO, they already have a team of skilled professionals that put briefs together for me.

These contain a list of H2 topics, and probably even H3 sub-headings, so I have a skeleton structure to follow. It’s then up to me to put meat on the bones.

What if There’s No Brief?

When I first started as an iGaming writer, many of my clients didn’t provide briefs.

In fact, they didn’t really know what they wanted at all, beyond “casino reviews”.  They hadn’t thought about length, tone and in some cases, even the target keywords.

Still, if this happens to you, it offers an opportunity. You’re free to piece together your own idea of a good casino review structure and suggest it.

Most of the time – from my experience, at least – they just agree and let you get on with it. After all, that’s why they hire me in the first place.

Quality

As an aside, I can’t remember the last time I worked with a casino affiliate that didn’t give me at least a basic brief.

Over the years, as I’ve increased my writing rates, I’ve really noticed the difference. The quality of your clients improves as you earn more, and the briefs tend to be more detailed as a result.

What Makes a Good Casino Review?

There’s two parts to this, in my mind – research and flow.

First of all, the best casino reviews are researched properly and they’re genuinely helpful. 

A lot of casino content creators simply rehash existing reviews, which are often full of inaccuracies. It might be that the review was correct before, but is now out of date. More often than not, however, it’s just because the writer wasn’t very good. 

So yeah, don’t do that. 

Create an Account

It’s vital that you create an account, log in and use the site. You don’t necessarily have to spend any money placing bets. But, if you can get the affiliate to pay for it, you absolutely should. 

The best casino reviews offer genuine insight, rather than generic, wishy-washy overviews. That can only come if you’ve actually tested things.

Of course, it’s preferable to simple be an experienced iGaming writer – or at least an experienced player – in the first place. That’s my own edge in this industry – I began my career over 15 years ago precisely because it’s also my hobby.

Structure

The other key ingredient of a good casino review is – quite obviously I think – readability. But a big part of whether or not something’s easy and enjoyable to read, is how it’s structured.

Your review should cover all of the details, but it has to flow intuitively. There’s no point starting a review with 200 words on the customer support channels, when most people care about welcome bonuses, games and payments.

What To Write About in Your Casino Review?

So, what are those details? 

If you don’t have a brief, you’ll want to think about the following elements:

• Overview. We don’t all have time to read the entire review. Some people just need a quick top-level introduction.
• Reputation. This covers things like the casino’s license, how long it’s been around and ratings on sites like Trustpilot.
• Games. Go into detail about the number and type of games in the library. Is there a casino? Discuss game providers, too.
• Bonuses. How do promotions compare to other casinos? Is there a loyalty program? You might need to avoid details to keep it as timeless as possible.
• Mobile. Does the casino have an app? Is it native or web-based? How does the website function on smartphones?
• Payments. Not just the deposit and withdrawal methods, but a breakdown of fees, limits and processing time.
• Safety. You’ll want to think about on-site security, like encryption. But also responsible gambling tools.
• Support. How easy is it to get help? What are the support channels? How about the operating hours?

These considerations are not necessarily in the right order. The client’s target market and the tone of their site will help determine that.

Example Casino Reviews

Let’s take a look at some of the casino reviews found in my showcase portfolio.

• BetMGM Ontario – This one required me to use a VPN, due to the strict regulations placed on casinos in Ontario. I also had to obtain a fake phone number. The lengths I go to, honestly…
• WOW Vegas – I wrote this one for Sweepsy.com, a US iGaming affiliate that focuses on sweepstakes casinos and sportsbooks. It’s a slightly different business model, but the basic principles still apply. 
• Super Slots – Techopedia was recently hit with a Google penalty, so they reassigned all of the content produced by freelance writers to full-time employees. It’s still my review, though!

Need a Casino Review Writer?

Are you a casino affiliate that’s looking for an experienced review writer? Use my contact form to get in touch.

I have to admit, I’m not great at blowing my own trumpet. So I’ll just let a few of my many satisfied customers tell you why they think I’m a great iGaming writer.

Jonathan Xerri

I loved working with Jon on the SlotJava.com project, where I produced around 30 slot reviews every month.

According to my writer profile, I was responsible for a total of 182 reviews, before the plug was sadly pulled on their English-language project. I’m the “best freelance writer bar none“, in his view.

Sam Barnard

I don’t just write about poker, of course. Casino and sports betting reviews are my bread and butter gigs.

Sam Barnard, who manages the gambling content output for ClickOut Media, appreciates my straightforward communication, as well as the “top quality content“.

Maya Siderova

In February, I began to produce content for Affility Ltd and its GameZinger brand. The relationship has got off to a great start, as evidenced by this glowing review.

So far, I’ve written nine articles, including three sportsbook reviews and two sweepstakes casino reviews. As I write this blog post, most of that content remains unpublished. But it will be added to my GameZinger author profile in due course.

Blaise Bourgeois

A professional poker player and all-round nice guy, Blaise is also the lead editor for CardPlayer.com, a well-known online poker publication.

This guy has won a World Series of Poker circuit ring. If my poker content meets his standards, that’ll do for me.

Marcus Ingemannson

I’ve known Marcus for a long time now. He gave me my first real writing gig way back in 2008.

In those days, I was writing casino and poker content for a couple of his affiliate sites. More recently, I produced hundreds of slot reviews for Casino.Zone, plus live casino guides, game developer profiles and much more besides.

Koen Verkerk

Much of what I wrote for Koen doesn’t appear in my BestBettingCasinos writer profile, as it was ghostwritten. As such, you’ll only see a few sports betting guides.

However, I was actually the lead US gambling writer. The vast majority of my content was about the sports betting and casino regulations in every US state. I also wrote about horse racing, online bingo and sweepstakes casinos.

Perks of Hiring Me as an iGaming Writer

You’ll see a clear theme in all of these customer testimonials:

• High quality
• Expert knowledge
• Timeliness
• Communication
• Attention to detail
• Proactive input

My vast knowledge is partly explained by a 13-year career in the iGaming industry, which saw me launch online gambling sites and retail sportsbooks on two different continents.

However, I’ve been gambling (and writing about it) for even longer. It’s been more than 20 years now.

EEAT Benefits

Hire me as your freelance gambling writer, and you won’t just get quality content. You’ll also benefit from my experience, expertise, authority and trustworthiness. Or, what SEO types refer to as “E-E-A-T”.

Publish my content with a byline, then link it to my website and LinkedIn profile, and you can improve your site’s E-E-A-T score in the eyes of Google. All part of the service.

By the way, this is exactly why illegal betting sites like AKA888 like to steal my identity and pretend I write gambling content for them, even though I don’t!

Hire Me Today

Ready to recruit me as your casino, poker or sports betting writer?

Drop me a line using the contact form on my website.

Let’s talk about sweepstakes casinos.

As an iGaming writer, I already cover a lot of different subjects. Casino game reviews, poker strategy and sportsbook analysis make up the bulk of the content I work on.

However, for the past 18 months or so, sweepstakes writing has become increasingly prevalent.

What is Sweepstakes Gaming?

Sweepstakes casinos allow you to play slots and table games using virtual currency, which has no value in the real world.

These digital tokens, which are normally called “Gold Coins”, are just there to facilitate gameplay. Choose your stake, spin the reels and have fun. Any prizes are also paid using the same play money currency.

No Purchase Necessary

All sweepstakes sites give you a bundle of free Gold Coins upon registration, plus daily login rewards and countless other promos. As such, you can quite happily play for free, for as long as you like.

Most sweepstakes casinos feature active communities. They encourage you to take part in slots tournaments, social media contests and even on-site chat rooms. It’s all just for fun.

Sweepstakes Coins

That’s all well and good. But there’s a second part to sweepstakes gaming sites that’s a little more controversial. A second virtual currency can also be acquired, usually dubbed “Sweepstakes Coins” or simply “Sweeps Coins”.

These are redeemable for real money prizes, once you’ve gathered enough. The exchange rate is always 1 SC to 1 US dollar, and that’s not a coincidence.

Bonuses and Promotions

Now, you can’t buy these things. They’re only available through promotional activities. What you can do, however, is buy packs of Gold Coins, which include Sweeps Coins as a “bonus”.

You might want to do that if you’ve spent all your Gold Coins and don’t want to wait for tomorrow’s freebies. But, you know, it’s also possible to buy the coins, play casino games and convert any winnings to real money.

Can You Also Bet on Sports?

Absolutely. I’m aware of several sweepstakes sportsbooks.

I wrote a review of Sportzino, for instance, which primarily offers sports betting, but also features a casino.

In fact, it’s possible to play online poker using this model, too. Global Poker is perhaps the best-known site offering “social poker” using Sweeps Coins.

Why Play at Sweepstakes Casinos?

If it all sounds like traditional online casino gambling with extra steps, that’s because is it.

The operators will deny this, focusing on the free-to-play element and discussing how most players never move away from Gold Coins.

Fine. But the business model is still set up to try and funnel players into purchasing bundles and playing casino games.

Even if that weren’t true, if you live in a jurisdiction where there’s a ban on online casinos – like most of the United States – you can easily circumvent the law with Sweeps Coins.

Legality of Sweepstakes Gaming

Now, I have no beef with sweepstakes casinos. I’m just calling it how I see it, as a gambling industry professional of more than 15 years.

These things are legal until they’re not.

However, the way things are going lately, they may not be around for much longer.

In Connecticut, High 5 Games is in serious legal trouble, charged with over a thousand counts of conducting illegal gambling. As a result, the developer can no longer supply its games – even to properly regulated casinos.

Clamping Down

Brian O’Dwyer, Chair of the New York State Gaming Commission, said last week: “I am concerned by the rise in the so-called sweepstakes casinos, wherein it may appear that online prizes are being offered for free when they are not.”

He warned that, “the commission is addressing this issue“. Sounds ominous.

Litigation

Meanwhile, litigation is ongoing in several states, including California. Washington and Michigan already issued a blanket ban on sweepstakes gaming a long time ago.

Even Apple and Google are now involved. A recent class action lawsuit in New Jersey, concerning the distribution of “illegal gambling apps”, has explicitly named the pair.

Writing Sweepstakes Casino Content

As I said, I’m no hater when it comes to sweepstakes gaming. It is what it is. A number of casino affiliates have asked me to provide engaging content on this subject, and I’m always very happy to do so.

Sweepsy.com is just one of my regular customers. My Sweepsy author profile already contains several sweepstakes casino reviews and guides that explain exactly how it all works.

Get In Touch

Do you need a sweepstakes casino writer? Send me a message through my contact form and let’s see how I can help.

Back in October 2024, I noticed that a dodgy-looking gambling site (aka888.live) was linking to my website.

The “About Us” page had a picture of me, stolen from my LinkedIn page, as well as a blurb about my former iGaming career.

Total Horseshit

I’ve obviously never written any content for this company, which appears to be based in the Philippines and targeting Thai gamblers.

As creepy, weird and annoying as it is to have my identity stolen like this, it’s also very funny. I actually wrote a LinkedIn post about is, as it tickled me so much.

You hear people talk about impostor syndrome a lot. But I don’t think this is what they’re referring to!

But Why?

Who knows? EEAT I suppose?

They link directly to my personal website, as well as my LinkedIn page, so I guess they’re just trying to add authority to their own shitty content.

What’s especially funny about this, is that they also link to two online gambling articles that I wrote. But one has since been removed, for whatever reason, while the other was re-attributed to some dude named Vlad.

Guess Who’s Back?

Anyway, the site containing my stolen identity was eventually removed, sometime in January I think.

I don’t know why. It was nothing to do with me, as I couldn’t find a way to get it taken down.

However, I noticed today that they’re back, under a new URL, and they’re still pretending that I’m their chief iGaming writer.

As you can see, the website is almost identical, save for a few barely perceptible colour differences. The content is also the same.

Tongue Thai-d

I obviously don’t speak a word of the Thai language. But Google Translate helpfully informs me that the text says I “…produce many interesting casino articles, both under his own name and under AKA888”.

Well, the first part is obviously correct, as you’ll see from the showcase here on my website. But the latter claim is complete and utter nonsense. I’ve never written anything for these guys.

Glowing Reviews

It goes on to say “each article he writes is easy to understand and suitable for all types of gamblers, both professionals and beginners”.

Whoever wrote this also claims that I’m a “well-known casino gambling writer”.

I mean, I’ll take these wonderful reviews I guess 🤷🏻‍♂️

Thanks AKA888. I’ll send you the invoice on Monday.

I hated slots for a long time.

Because I came to gambling through horse racing and poker, I never got involved with anything where I couldn’t gain an edge.

As a result, I always thought playing slots was stupid, because there’s no way to beat the game.

Writing Slot Reviews

That all changed when I became an iGaming writer and took on a gig reviewing slots.

To be perfectly honest, I wasn’t really qualified to review games at that time, as I never played them. I understood the technical terms, like volatility and RTP, and I got the gist of how it all works.

But, unless you spend a lot of time playing slots, the best you can do is write a dry description of how a game works. Still, “fake it till you make it” and all that.

Great Fun

Only by reviewing slots did I come to realise that these things are bloody good fun. It doesn’t *matter* that you’re inevitably going to lose in the long run. You’re paying for entertainment.

Anyway, you can’t win a life-changing progressive jackpot if you don’t spin those reels…

Insight

As I became more familiar with the different mechanics, features and developers, I was able to draw insightful comparisons with other games.

Opinions from a genuinely knowledgeable writer are what make slot reviews worth reading. That’s why Bigwinboard is, and always will be, the top online slots review site.

The guy behind it lives and breathes these games. It’s on my bucket list to get one of my reviews published on that site, but he still won’t let me!

750+ Slot Reviews and Counting

My rough calculation suggests that I’ve produced around 750 slot reviews since becoming a full-time gambling writer.

I started writing for Casino.Zone in August 2021 and, by the time that project was paused in January 2023, I’d already produced around 500.

My favourite review for Casino.Zone was one of the first I ever did: ZZ Top Roadside Riches. What an absolutely banging soundtrack, by the way.

Other Slots Content

I’ve done bits and pieces for sites like GambleOntario and AllSlotSites over the years, as well as ghostwritten game reviews for BetMGM. Some of those were scratch cards and slingo games, as well as traditional online slot machines.

But SlotJava.com was my next big job writing slot reviews.

SlotJava.com

I worked with that site from August 2023 until July 2024, when they pulled the plug on their English-language slots content.

My SlotJava.com writer profile suggests I produced 182 reviews in that time. But I’ve a feeling there’s a few more on that site which are unattributed.

Either way, my favourite review there was undoubtedly Danger High Voltage by Big Time Gaming. Electric Six was the very first “proper” band I saw live and that game triggered some serious nostalgia for me.

Missing Slots Content

I haven’t had a regular slot review gig since the SlotJava days and I really, really miss it.

I’d never have believed that could be possible when I first got into gambling 24 years ago. Or even when I started writing iGaming content back in 2021. But here we are.

If you’re looking for a truly knowledgeable slot review writer, please contact me. I’d love to work with you.

This has not been a great week for me, to be honest. After a couple of fairly sizable setbacks, I need to regroup a little.

I always find the best way to do that is to remind myself of why I quit my gambling industry career and turned freelance in the first place.

The idea was to sit on the beach with my laptop, enjoying the freedom to work as and when I choose, with a lot less stress. So I made a point of doing exactly that today. Life is good.

Advantages of Freelancing

Back in the day, I used to struggle with my mental health. It’s not good to be stuck in an office all day, especially in the UK during winter. You could literally go an entire day without seeing sunlight.

On top of that, I’ve never been a morning person. I come alive in the afternoon and I do my best work at night. I always thought it was stupid that I was forced to get up early, barely able to function, not even being half as productive as I could be, based on someone else’s arbitrary nonsense rules.

To be honest, I don’t really know what took me so long to turn to freelancing. It’s not for everyone, but it’s perfect for me. I’m free to work my own hours. I can travel whenever I need a change of scenery. If I need a mental health day, I can just take it, without needing to justify it to anyone.

Why Didn’t I Do This Sooner?

I don’t have many regrets in life, but I wish I’d realised sooner that life could be this way.

It’s particularly frustrating that I started writing gambling content in late 2008, after a trip to Dublin, and continued to do so, on a part-time basis until 2014. However, when my iGaming career blew up, I ditched the writing as I was always too tired.

I felt like I needed to focus on my career, so my hobby and side hustle took a back seat. Eventually, I just stopped completely.

With the benefit of hindsight, that was a mistake. But I’d never even considered that I didn’t actually have to have a “proper” job. In those days, I didn’t have an entrepreneurial bone in my body. I thought you were just supposed to go to school, university, join the rat race and climb as high as you could.

It’s particularly stupid given that my dad started his own business when I was a teenager. So it’s not like I didn’t have some kind of role model.

COVID Lockdowns

Like many freelancers – and particularly writers, I think – it was the COVID-19 nonsense that kicked everything off for me.

I wondered what I could do during the lockdowns, which were especially long and hard in the Philippines. I also knew I was about to lose my job, as it was a retail sports betting operation. Returning to my former passion was a no-brainer.

I’ve always enjoyed writing gambling content. The reason I got into the iGaming industry in the first place was because I fell in love with poker, as well as and horse racing, when I was at University.

In those days, I had a gambling-themed blog with a bunch of mates. Then I started writing for affiliates to earn extra pocket money. The signs were always there, I just never followed them.

Sometimes you just can’t see the wood for the trees.

Beautiful Boracay

After losing my job, there was no need to stay in Manila, so I moved to Boracay. The centre is very touristy, as it boasts one of the world’s most beautiful beaches, but it’s nice and quiet at either end of the 7km long island.

I have an amazing view from my balcony, which is a great place to work from. But every once in a while, it’s nice to go down to White Beach, have a coffee or a beer, and bash out a few thousand words.

I’m very thankful to be around at a time where technology makes it so easy to work from anywhere, which facilitates what is a pretty awesome lifestyle.

And, of course, for winning the life lottery and having a British passport. Damn, it’s *so hard* trying to travel places with my Filipina partner!

Reflection

This post has been a little bit self-indulgent. It’s not really for anyone’s benefit other than my own, to be honest. Real old school web logging, this.

I think I just needed to write something down in order to reflect on the good things in my life, rather than the focus on what has been a pretty stinking week. It’s done the job.

Onwards and upwards.

Anyone who follows me knows that I don’t like Fiverr and Upwork.

Still, I’m not completely stubborn. Even though I advocate for ditching freelancing platforms, I like to check in on them from time to time, just to see if anything’s changed.

Fiverr 2025 Winter Release – LOL

Today, I saw that Fiverr is behaving completely in character, announcing this in its Winter Release 2025.

First of all, I find it extremely difficult to believe the single most requested feature by Fiverr sellers is a collaboration tool.

I can think of several suggestions that would immediately improve that platform, and I’m sure that 90% of my fellow freelancers would back me up.

But then, if they ever were released, they’d 100% be deployed to Seller Plus subscribers only. The ability to force prospective clients to contact you before ordering, for example. That’s really the most requested feature by Fiverr freelancers.

They did eventually develop that feature, by the way. But you have to pay extra to switch it on. Because of course you do.

What Does This Tell Us About Fiverr?

Anyway, never mind how crap Fiverr is. This release reminded me of something that I know, but I don’t think many of my current clients and prospective customers do.

Let’s take this claim at face value and assume most freelancers want this feature.

Why is that?

What does this tell us about Fiverr?

These freelancing platforms are bursting at the seams with outsourcers. And that’s why Fiverr is dropping this suite of collaborative tools.

What is Outsourcing on Fiverr?

What do I mean by that? Well, put simply, the client pays someone to do the work, but they’re passing it to another freelancer.

Let me give you an example.

Imagine you need to find someone to write casino or poker content, so you spend some time browsing the big platforms like Upwork and Fiverr. You see plenty of cheap writers, but none grab your attention.

However, you stumble across my LinkedIn profile and think “wow, this guy is an experienced iGaming writer with well over a decade of gambling industry experience – he’s the one for me”.

We agree to a rate, based on my portfolio and career history. However, behind the scenes, I’m secretly passing your tasks to a guy in the Philippines. He’s only been a gambling writer for less than 12 months and he doesn’t offer anything like the same level of experience or skill.

What’s more, I’m paying him one-third of the rate we agreed, giving you his work and pocketing the difference.

Now, I’m obviously not doing that – it’s just an illustration of how it works. But I can assure you that quite a lot of freelance writers certainly are outsourcing your tasks.

Fiverr promotes this behaviour, too, because it receives a 20% commission on all sales. By encouraging freelancers to outsource, it’s double bubble for the money grabbers – once for the initial sale, then again for the outsourcing.

No Value for Money with Fiverr Writers

Let me be very clear – I’m not making any judgement on freelancers who choose to do this. We all have bills to pay and I genuinely respect the hustle.

Full disclosure: I have even tried this myself in the past, which is why I know so much about it. I eventually decided that it wasn’t for me. It’s a lot of effort to manage a team, and it feels deceptive.

I spent a lot of time and effort developing a pool of trusted writers that I felt were good at their jobs. Despite their ability, I would still edit their output up to my own high standards before submitting to the client.

Does every outsourcing writer do that? Who knows? It’s a gamble.

Even if they do, the client still isn’t getting what they paid for. They would have every right to feel cheated if they found out.

Posing as an Individual Writer

I have, from time to time, been known to outsource the odd task here and there. The unpredictable nature of being a freelance iGaming writer means that, like the proverbial buses, too many orders often turn up at once.

Instead of upsetting a regular customer, I’ll call upon a trusted writer that I’ve worked with before and edit their work.

It’s rare for me to do that, nowadays, but I won’t pretend it’s never happened. It’ll probably happen again.

I think all freelancers have done it at some point, and that’s not what I’m talking about in this post. I’m referring to those who are essentially running an agency, but pretending to be an individual freelancer.

Do Clients Care if You’re Outsourcing?

This is a great question that seems to split the freelance writing community.

Many of us feel as though it’s “cheating” the client. And I think a lot of customers would likely feel the same way.

However, there are definitely clients out there that don’t care.

Ultimately, they’re paying the freelancer a fee to take care of a problem. If the task is to create gambling content, and they are happy to pay an iGaming writer a fixed rate to do exactly that, why does it matter who wrote it?

Was the task completed on time? Did the copy hit the brief? Is the client happy? If all of these boxes are checked, then who really cares?

It’s a fair point.

Still, I wanted to scribble something down about this topic. To the many Fiverr buyers who don’t realise this is going on, now you know.

And, if you need an iGaming writer that won’t outsource your work to someone else for less than half the price you paid, please contact me and let’s have a chat.

The best piece of advice I can give to any freelance writer? Build your own brand.

Ditch the freelancing sites and go it alone.

In this post, I’ll share my own experience and show that it can be done.

Why You Need To Dump Freelancing Platforms Like Upwork

I’ve written before about why I left Upwork, but it’s not just that site. They’re all as bad as each other.

Here’s why:

1- The Commission Is Too High

I understand that commission is a service fee. Without the freelancing platform, you don’t get the job, so you don’t earn the bread.

That’s fine for a one-off gig. Recruiters take a referral fee when placing someone in a full-time job. I get it.

But if you refer me to a client, and I’m still working with them a year or two later, do you think it’s right to continue taking 20% of my earnings? I’m looking at you in particular, Fiverr.

Sod that. I work hard for my money and I want to keep it.

2- Freelancing Platforms Hate You

Not one freelancing platform really cares about the people who actually bring the value – freelancers.

They might pretend to when they first start out, because they need you. They can’t make money without you. But, once they’re established, notice how quickly the worm turns. Commission structures change, extra fees creep in, services are reduced. And always in favour of the buyer, not the freelancer.

Client Bias

My experience with Fiverr customer support has been particularly horrendous. More than 80% of interactions ended with me not getting the help I needed.

With the (thankfully very few) client disputes I’ve had, 100% resulted in the buyer getting free work, totally unfairly.

There’s no appeal process. You can’t do shit. They tell you to take the medicine and move on.

This is not unique to me, either. I’m in many freelancing groups on social media, and these tales are near-daily occurrences.

What’s the Answer?

Building your own brand is the solution.

Moving away from the comfort of Fiverr, Upwork et al. might seem scary, but it’s no harder than choosing to quit a salaried position in favour of becoming a freelancer.

The most difficult part is taking the first step. But the benefits of sourcing your own clients are manifold:

• No more commission. This effectively means a 10% to 20% pay increase.
• Much less drama. You might still end up with a client that’s a headache, but it’s less likely. The type of client who uses Fiverr and Upwork is often looking to pinch pennies, micromanage and even chance their arm at getting a freebie.
• No bad reviews. If you’re dealing with clients directly, they have no leverage in a dispute. There’s no threat of bad review. There’s no arbitrator involved that’s biased against you from the off. Sure, the client might not pay if you’re arguing. But the same is true with freelancing platforms.

Downsides

“Wah wah wah, but I’ll have to handle my own invoices!”

So what? Get a simple template if you don’t know how, then spend half a day per month (maximum) doing it.

Take the cost out of your 10% to 20% pay increase gained by not paying ludicrous commissions.

“Boo hoo hoo, how do I know I’ll get paid?”

You don’t. But you’ve got to speculate to accumulate in any walk of life.

Run a small test job first to minimise the risk and build up trust. Most people aren’t scammers.

If you like, you can always use a freelancing platform as an escrow, just to begin with. Once you know the client is trustworthy, get the hell out of Dodge.

How to Build Your Brand

If you’re still on board at this point, the next question is probably “how do I actually get my own clients?”

For me, the answer is LinkedIn.

I’m sure there are other ways. Social media in general, probably. But LinkedIn has done the trick for me.

LinkedIn is a Goldmine for a Freelance Writer

In 2024, I spent a lot of time tinkering with my LinkedIn profile, but most importantly, actually posting stuff.

It doesn’t much matter what you post. But you have to increase your visibility.

You’ll be surprised how many people see what you’re up to, whether they engage with your posts or not. Trust me, they’re watching.

In 2024, LinkedIn brought me three new long-term clients, one of which has become my second-biggest supplier of work. In addition, I had countless enquiries from people that I either had to turn down, due to being too busy, or where we couldn’t agree on a rates.

Many of these commented on how they liked what I was doing on LinkedIn. And that’s a nice secondary benefit of this whole thing. By putting yourself out there, you’ll often attract like-minded people that are easy and enjoyable to work with.

Even if people aren’t seeing you, just having any old content out there increases your chances of appearing in specific search queries. Whether that’s on LinkedIn itself, or just generally in Google.

There’s literally no downside to being active on LinkedIn – even if you don’t want to leave freelancing sites.

Pick a Niche

Something that’s always been in my favour is that I have a very obvious niche.

Having worked in the gambling industry for well over a decade, I already had a ton of experience in this sector.

When I first decided to ditch my career, I wrote about anything, purely to piece a portfolio together. But, as soon as I was in a position to do so, I made the decision to specifically position myself as an iGaming writer.

This allows me to present myself as a gambling industry expert, which I am.

I can pick up clients more easily, as I convey authority when discussing topics. In addition, my content boosts their EEAT ratings.

A gambling affiliate is far more inclined to trust a guy that’s actually managed retail and iGaming businesses, than someone who spent last week writing about the top Caribbean holiday destinations.

Not that there’s anything wrong with doing that, obviously. But I hope you take my point. It’s almost always better to niche down as a writer, than to remain a generalist.

What to Post

I’ve been posting a mixture of stuff.

As an iGaming writer, I like to comment on gambling industry topics, as it’s highly relevant to what I do. I live a pretty nomadic life, and I also find that travel posts usually go down well. However, since freelancing is treating me so well, I’m also trying to give a little back.

I’ve repeatedly said on LinkedIn that, if I’d had a mentor to help me understand pricing and client sourcing, I’d have been able to make more money, more quickly. So, where possible, I now like to share tips and advice that might help up-and-coming gambling writers. Or just anyone who’s new to freelancing.

Don’t Stress About It

Ultimately, you just need to get yourself out there.

Don’t worry about content strategies, you can figure all of that shit out later. Just post stuff and see what works for you.

Comment on the latest stories that are relevant to your niche. Engage with other people doing similar things to you. Try to add value to existing groups and posts, by sharing your own stories and tips. Doing this, you’ll quickly encounter like-minded people who’ll engage with you in return, boosting your visibility.

Just do something. Anything.

My Own Experience

Let’s talk about my own experience of transitioning from freelancing platforms to LinkedIn, to prove that it can be done.

Last week, I discussed my 2024 earnings as a freelance writer, and revealed that the year had been my best ever. That’s not a coincidence, as it’s the year I moved away from freelancing sites entirely.

Here’s a look at my all-time earnings chart. Remember, this is profit, not sales.

The last mark on the X-axis represents December 2024. As you can see, I’ve had three of my four best ever months in 2024 (the other was December 2023).

It’s true that my rates are now higher than ever – but not by much. The other big factor is the decision to leave those shitty freelancing platforms.

Here’s why.

How I Get Paid

Take a look at the breakdown of my payment methods over the years.

2021 was my first year of freelancing on a full-time basis. I left my old career behind in May of that year.

Prior to that, I’d been using Fiverr and Upwork to pick up any old jobs, just to put a portfolio together and gain reviews. As such, those two sites were responsible for 46.99% of my earnings.

In 2022, they were still a big part of my life, contributing 29.62%, but I’d managed to pick up a long-term client through LinkedIn, which skews the numbers.

Time To Leave

By 2023, I’d realised the benefits of trying to do my own thing, but it hadn’t crossed my mind yet to focus solely on my own independent brand. That’s why Upwork and Fiverr were still good for 25.23% of my annual earnings that year.

After I finally lost my patience with Upwork, I made the decision to sack all freelancing platforms off.

I’m still on there, just in case the dream client reaches out by chance. But I make no effort at all to promote myself at all. Should that client ever turn up, I can assure you they’ll be moved off-platform at the first available opportunity.

As a result, my 2024 breakdown shows a contribution of just 3.29% for Fiverr and a single £91 contribution from Upwork, way back in February.

I’m now paid almost exclusively through direct payment methods, eliminating brutal commissions and fees.

Conclusion

So, there you go. If an idiot like me can do it, anyone can.

No excuses. Make it a New Year’s resolution to build your own brand.

You don’t have to do it all at once. In fact, you don’t even have to leave freelancing sites entirely, if you don’t want to (though I’d recommend you do).

Just try to lessen your reliance on them to begin with. This puts you in a position to pick up better quality clients and save money on commission fees. Then, should you wish to, it’ll be much easier to sever ties in future.

Good luck!

I’ve been reviewing my end of year sales figures. In this blog post, I’ll share a little bit about my earnings and rates as a freelance gambling writer.

Why? It may be useful to aspiring writers of any kind, but specifically in my own niche – the iGaming industry.

I also wish I’d had some kind of mentor in the beginning, both to inspire and help me make more money. I guess I’m trying to give a little back.

Gambling Content Rates

Looking back at my time as an iGaming writer, I’ve often thought I could have earned more in the early days. If only I knew then what I know now…

I don’t just mean someone to explain how to find new clients, or even to improve the quality of my writing. The main thing is pricing. 

With the benefit of 20-20 hindsight, it’s clear that I used to charge ridiculously low rates.

Past Pricing

I’ve posted about my rates before, as well as how much a gambling writer can earn overall, so I won’t go into too much detail. But here’s a quick summary of my journey:

• July 2020: $0.01 p/w – Desperately trying to get reviews and clients.
• Jan. 2021: $0.03 p/w – Steady price increases as I build my portfolio. 
• Late 2021: $0.05 p/w – This was my initial goal and I was happy to hit it!
• Mid 2022: $0.08 p/w – Pushing the boundaries of what I could earn.
• Mid 2023: $0.10 p/w – Positioning myself as a premium iGaming writer.
• Early 2024: $0.12 p/w – I really thought this would be the top end for me.
• Nov. 2024: $0.14 p/w – Currently, two different clients pay this rate.

Future Prices

Good news for prospective clients – I have no plans to even try and increase my rates during 2025. 

In fact, there’s a very good chance I may need to drop back down to $0.12 p/w at some point.

A lot of iGaming affiliates seem to be panicking about the latest Google update. As a result, I’ve noticed a spike in betting and casino writers on LinkedIn asking for work.

My Earnings as an iGaming Writer

Okay, let’s get to the interesting bit – let’s talk numbers. 

It’s fair to say that I smashed some records in 2024, both for sales and profits. 

Focusing solely on sales, I fell just short of a six-figure GBP year, but comfortably broke that milestone in USD. 

Looking at profit, I made over £18,000 more than I did in 2022, which was my previous best year.

Monthly breakdown

The chart below plots my monthly profit year-on-year.

As you can see from the black line representing 2024, June was a new all-time high for me. It beat my previous best-ever month, which came a year ago in December 2023.

In fact, four of my top five most profitable months are now from 2024.

It’s fair to see that I’ve had a great year. I’m definitely not suffering with the slump reported by many other freelance writers – fingers crossed.

Working Hours

It’s important to clarify that I work ridiculously hard for my money. 

As a freelancer, I certainly don’t have a set 9-5, and I frequently work six days a week. What’s more, I specialise in the gambling industry, which is famously a 24/7 gig.

These numbers haven’t come easily.

For large parts of 2024, I definitely took on too much. I had to take an enforced break in November, as I’d burned out completely, working seven days a week on a big project. 

Because I travel so much, and I work while I’m doing it, I rarely take proper vacations. That’s something I’m looking to address in the coming year.

2025 Targets

I’m setting myself some aggressive targets for 2025 and I’m putting it into writing to try and make sure I stay motivated to hit them.

Here are my goals for 2025.

1. Make a six-figure annual profit in GBP
2. Take six weeks of actual vacation leave over the year
3. Limit myself to just five working days per week

This is going to take some doing, but I’ve mapped out my year in advance and I’m reasonably confident. I just need the clients to keep supplying the tasks!

In addition to my ambitious targets, I’ve got a month in the UK planned for the end of the Championship football season. Not to mention the whole of July in Switzerland for the UEFA Women’s EURO 2025. I’m hopeful for another exciting year.

Let’s do this!

As an iGaming content creator, I’m often asked to write casino reviews. Naturally, a big part of that focuses on signup bonuses. And there’s something I see all the time that does my head in. It really needs to stop.

Casino Welcome Bonuses

It’s quite normal for a welcome offer to feature multiple deposit match bonuses. In that case, the headline might mention a specific figure, but in reality, it’s three smaller values combined.

Now, I don’t have a problem with that. If the welcome package is three different $1,000 deposit match bonuses, the overall value is $3,000. By all means tell prospective customers that they’ll receive a $3,000 welcome bonus. It’s fundamentally true, if a tiny bit misleading.

However, when they lie about the percentages, it grinds my gears.

Not How Percentages Work

Take a look at this egregious example.

The headline is 300% up to €1,500 but that’s simply not true. Look at the breakdown.

• 1st deposit – 150% up to €750
• 2nd deposit – 100% up to €500
• 3rd deposit – 50% up to €250

Let’s say I register, then credit my account with €100 on each of my first three deposits. That’s a total deposit of €300.

My deposit bonuses will be as follows:

• €150 (150%)
• €100 (100%)
• €50 (50%)

That’s a total of €300 in welcome bonuses.

Okay, so stick with me here as I do the incredibly complicated maths…

• Deposits: €300
• Bonuses: €300

That’s a 100% bonus guys. Where is the 300% figure coming from?

You can’t simply add 150%, 100% and 50% to get 300%. That is absolutely not how percentages work. Go back to school.

Stop Misleading Players

This iGaming writer has had enough. I’m going to start including the actual percentages in all of my casino reviews moving forward.

If you’re writing 300% in the above example, then you’re very stupid at best.

But we all know why it’s really happening. It’s deceitful. Stop it.