Online gambling across Northern Ireland, England, Scotland, and Wales has been fostered by a rigorous set of rules and regulations for the better part of the last two decades. The UK Gambling Commission (UKGC) has licensed thousands of operators, making the market highly competitive - but also overwhelming for players trying to find the best sites. Better Gambling has entered the scene to simplify this.

While competition is superb for players under the right conditions, it does make decision-making that bit more laborious. In the UK, someone wanting to review all of their options would need a good long while to do so, particularly because the 2023/24 report from the UKGC noted 2,261 online operators. They all meet the commission's requirements, but there’s a lot of variance between the best and worst of these.

Looking to become a new authority in the space of licensed online betting platform reviews, Better Gambling is taking an approach of impartiality. A big part of wading through all the online platforms available to Northern Irish players is referring to review platforms, some of which do grade and rank in collaboration with the platforms themselves. With a new service, Betting Gambling has brought in specialists to focus on making impartial reviews.

Stacks of Experience and Expertise At the core of Better Gambling is a team with deep industry knowledge. Leading the charge is Monica Tabone, who brings over 14 years of experience working with major online casinos. She's joined by Danut Negara and Diana Tunsu, both of whom have worked with affiliate casino companies and understand how biased reviews are created - and, most crucially, how to avoid them.

Rounding out the team are Peter Ombati, a sportsbook strategist, and Manu Murimi, who has previously exposed how affiliate marketing tactics have distorted trust in online casino reviews. This combination of expertise enables Better Gambling to meet its headline USP of leading customers to a suitable casino-site match in minutes, thanks to its efforts to analyse platforms objectively and thoroughly.

Restoring Trust Through Transparency

The mission statement of Better Gambling is to be a UK-focused platform that’s dedicated to expert-driven, honest reviews and insights. To achieve this, their experts test each site personally, getting that hands-on information that really matters. All of their reviews focus on transparency and being unbiased, which also includes them indicating that links to sites do earn them a fee. That doesn’t impede the review process, though.

Offering impartial reviews is also important for the industry. As is detailed by the Harvard Business Review, businesses that take negative reviews well and act on them end up better for it, develop into a better business, and can pivot away from poor practices. This process ultimately helps to make the industry more competitive, hold it to a higher standard, and make it better for players. Biased reviews skip all of this entirely.

Impartial reviews are always appreciated by players because they offer much more authentic recommendations, and in turn, Better Gambling will aim to help restore more trust in the sector of online betting reviews.