Editorial Guidelines

Our Editorial Principles Overview

Since 2006, AskGamblers has helped players evaluate gambling operators, bonuses and games using structured research, first-hand testing, player feedback and complaint data.

We write and publish content that helps our users make informed decisions, avoid rogue operators and get the best bonus offers. The principles below help us stay on the right track.

Trustworthiness: Putting Players First

We earn and maintain trust by putting players first, and everything we write is with our players in mind. We achieve this by providing clear, relevant and up-to-date information without bias so that players can make informed choices with confidence.

Who Creates Our Content

Our team of AskGamblers authors is responsible for creating content on AskGamblers. Together, the team has decades of experience in the online gambling industry, breaking down complex matters into simple terms.

To learn more about each author’s expertise and experience, as well as their contribution to AskGamblers, head over to their individual profile pages and read their detailed biographies.

Content Quality

We maintain high content quality through a rigorous editorial process.

We update content daily and perform consistent checks to reflect the latest changes. Before publication, content is reviewed for factual accuracy, source quality, clarity, legal and licensing claims, responsible gambling language and compliance with our editorial standards.

On this page, you can see our step-by-step process for how we maintain high content quality, but first, we have to make a distinction between different types of content you can find on AskGamblers: 

• Casino and sportsbook reviews
• Slot and casino game reviews
• Listing pages (different casino types, bonus pages, betting)
• Latest news and blogs

How We Create and Review Our Content

Posting any content goes through several stages, which are outlined below for each type of content available on AskGamblers.

Casino and Sportsbook Reviews

Casino and sportsbook reviews are an integral part of our website, and this is how we write them, step by step.

1. Research: Before a new casino or a sportsbook is listed on AskGamblers, our team goes through their entire website and the documentation we receive. We read their Terms and Conditions fully, review every page on their website, and check everything they send us to verify the licence, the markets where they operate, and whether we need to include anything relevant for our players.
2. Testing: Another significant part of reviews is testing. We register, test deposits, bonuses, and withdrawals, play different casino games, and chat with customer service. Lastly, we explore responsible gambling tools, set limits if any and note everything down as preparation for the writing stage. During this time, our data team also checks the site's speed, responsiveness and all the technical aspects of a casino and includes the report in our admin. The same process applies to sportsbooks, except that we place bets and test deposits/withdrawals, plus any additional functions, if any.
3. Writing: Once we have all the data and check everything, it’s time to put it together in a way that’s easy to read, highlighting the most important data for players. Writing consists of five phases (first draft → second draft → editing → proofreading → publishing).
4. Fact-checking: Before the casino/sportsbook goes live, once the review is ready, it’s fact-checked by our data team, led by Stefan Simic, who has over 5 years of experience in online gambling, with a focus on casino/sportsbook and bonus reviews.
5. Publishing: After our team checks the written review, we publish it. The moment we publish a review, it becomes available to players who can access the casino/sportsbook from their countries. The gambling site also gets listed on a new online casinos page where you can check the most recent additions, while sportsbooks appear on our new betting sites page.
6. Ongoing updates: We track each casino/sportsbook and implement changes when they happen. Sometimes, casinos notify us of the changes, and sometimes our team notices them. Players can suggest edits and write to us so we can check and make any corrections if necessary. As long as the operator stays active, we try to update the details when changes occur.

Fairness

All gambling sites listed on the AskGamblers website undergo the same review process, and we highlight the pros and cons of every casino and sportsbook. It is our job to review every online casino and sportsbook fairly, so that you can make an informed decision on where to play.

Slot and Casino Game Reviews

Slot and casino game reviews go through a similar process as the casino and sportsbook reviews, with some differences in approach:

1. Planning: For online slots in particular, but also for other casino games, our game specialists create a publishing plan for new games. Planning is a crucial part of the process, and we’ve managed to add new online slots to the site daily.
2. Playing a game: Before writing, we play a game demo and test all the available features. Playthroughs can last up to several hours, depending on the writer and their experience. During the playthrough, we note down all the necessary information. 
3. Writing: Our writers compose a slot review, mentioning all the important details: RTP, payouts, volatility, graphics and experience, bonus game features, Free Spins feature (if available), pros and cons, and where you can play a specific slot or casino game. Writing slots and other game reviews also goes through five phases (first draft → second draft → editing → proofreading → publishing).
4. Fact-checking: Our game specialists check the final version of a slot or game review and compare the data in the written part with the information we receive from game providers or the game itself.
5. Publishing: After all these steps, we publish a new game, which becomes available to players on our site. Players have an option to play a demo directly on AskGamblers, or proceed to a casino that offers the specific game.

Listing Pages

There are many pages on our site that we refer to as listing pages. For example, newest casinos, latest bonuses, no deposit bonuses, UK casinos, Premier League betting, Malta Gaming Authority (MGA)-licensed casinos, and many others. These pages contain lists of relevant casinos and bonuses for players, as well as content that supports and informs your decision. Here’s the content creation process for these pages:

1. Research: Some pages require more detailed research than others, but our writers obtain all the relevant information first. For example, if writing about MGA casinos, we get the information about the licence from the official website, or when informing players about the latest bonuses, we make sure we cover what they are, how they can claim them and what to look for.
2. Writing: After we get all the details, we write our first draft. These pages often include how to do things on AskGamblers, so we make sure to be clear and inform you exactly what you need to do. Writing goes through four other phases as well (second draft → editing → proofreading → publishing)
3. Fact-checking: The content is checked by our Head of Content, Bojana Obradovic, to ensure it follows our guidelines and the information is correct.
4. Publishing: Once everything is set, we go live with the content on our page and players can read the text to get all the information necessary.
5. Updates: If anything changes or new information emerges, our writers review the page and update the content.

Latest News and Blogs

Last but not least, the AskGamblers content team writes news and blogs. News articles on AskGamblers can be divided into casino news and betting news. For casino news, you can find:

• Industry news (new markets, regulations, interviews, events)
• Promotional news (new casinos, bonuses, campaigns)
• Big win news (major jackpot wins)

For betting news, there are: 

• Industry news (interviews, partnerships, new markets)
• Sports competition news (different competitions, such as the Premier League)
• Betting promotions (Free bets, sportsbooks)

We also publish AskGamblers News, through which we cover news related to our product (site updates, Loyalty program, Forum, AGCCS, etc).

The writing process for news and blogs is as follows: 

1. Research: We prioritise developments that may affect player safety, operator reliability, regulation, bonuses, payments or the user experience. We are not a news outlet, so we don’t spam our players with information irrelevant to them. Therefore, we carefully select what to cover, whether it’s an essential detail or an exclusive bonus they can claim.
2. Writing: Writing follows a similar process (first draft → second draft → editing → proofreading → publishing). News pieces are a lot shorter, so this is usually done quickly. 
3. Fact-checking: Just like with the pages, our Bojana Obradovic ensures the quality and checks the writing style alongside the information included in the news or blogs.
4. Publishing: Once everything is checked, we publish the news, which you can find within our gambling news section on the website.

Our Sources and Fact-Checking Standards

We use different sources for different pieces of content, depending on the topic. Here is a list of sources sorted by importance: 

• Primary sources: Operator sites and Terms and Conditions, game providers, regulators, payment providers, official company documentation (when available), government sites.
• Secondary sources: Established industry publications such as, but not limited to, iGaming Business and NEXT.io, company announcements.

Regulatory/licensing claims are checked against official sources, and bonus Terms are tested by claiming a bonus. Feel free to read more in our Bonus Review Guidelines.

Use of AI in Editorial Content

The use of AI in AskGamblers content is severely limited. Our writers have access to AI tools such as Gemini, ChatGPT and Claude, which are used in moderation, mainly during the research phase. 

Even when researching or bouncing ideas off, everything generated by AI is checked against primary or secondary sources. Additionally, all content is written by our team, and we publish no AI-generated content. 

AI can’t replicate the firsthand testing of casinos, sportsbooks, or games. Testing is always done by our team, without exception. Our main idea is to paint a picture of what users can expect once they join a casino or play a game, and the only way to do that is to try it ourselves: this means registering at gambling sites and seeing what works and what doesn’t. 

Our authors stand behind everything they write on AskGamblers, and together with our data team, remain accountable for the information presented.

AI can’t determine or change ratings; this role belongs to CasinoRank, which determines the rating based on all the inputs, player reviews and complaint history.

The AskGamblers graphic design team creates all graphic images on listing pages, news, and blogs, whereas screenshots of casinos are taken by our authors or the data team during the testing phase.

Editorial Independence

Thanks to our CasinoRank, an advanced system we’ve created that assigns unbiased ratings to online casinos and sportsbooks, we can rate gambling sites objectively. 

In other words, it’s not our authors who subjectively decide that a specific operator earns an 8 out of 10 rating after a review; it’s the algorithm fed by all the data collected about the casino.

As for the writers, we don’t shy away from rating online casinos and sportsbooks negatively if they fail to meet the required standards, nor do we hesitate to praise operators in areas where they excel. 

Our experienced editorial team is fully independent and sticks to the agreed criteria without making exceptions. Our writers don’t report to the commercial team and are encouraged to be as honest as possible.

No Commercial Influence

Commercial partnerships do not influence our casino and sportsbook ratings, review conclusions, pros and cons, or editorial assessments because our editorial and commercial teams are completely separated.

On the commercial side, there’s a listing fee which casinos pay to AskGamblers, covering the costs of the teams that review and test the casino and the resources used during the process. But the listing fee itself doesn’t have anything to do with CasinoRank or where the casino/sportsbook will appear on the site.

Payment does not guarantee acceptance, a positive review, a particular rating or favourable placement. AskGamblers may list, retain, downgrade, warn against or remove an operator regardless of whether a commercial relationship exists.

In no way can operators influence the rating because, besides our casino details, which are added by our independent data team, and internal review, CasinoRank adjusts in real time based on player reviews and complaints submitted against the casino, as well as the outcome of those complaints.

Most importantly, any potential acceptance of payment from anyone in the commercial team to influence the review of a casino or a sportsbook results in a serious breach of contract and a potential lawsuit against the individual.

Responsible Gambling

The stance of AskGamblers has always been to advise players, whether through news or reviews, to register in regulated online casinos that adhere to responsible gambling practices and provide the necessary tools for players. 

We recognise potential problems that may arise from gambling and address them in our writing.

How We Practice Responsible Gambling Through Our Content

Everything we write, from reviews to banners and notifications, is intended to inform players first and equip them with the information they need to make educated decisions.

Here’s an excerpt that shows how we adhere to responsible gambling practices: 

• Earning through gambling: We’re never presenting gambling as a way to make money. In our texts, we never say that a specific game, bonus or a casino gives you an excellent opportunity to earn cash and improve your financial situation.
• No FOMO language: FOMO language can be dangerous; therefore, we never include it in our content, call-to-action buttons, or anywhere on the site. We don’t create a sense of urgency. If an offer or a promotion expires, we simply inform the players that the offer expires on a specific date after which it will no longer be available, without the use of aggressive language.
• No misleading information: We never guarantee wins or provide misleading information that can lead you to believe that you might have better chances to win. For example, slots RTPs are clearly stated, and if we use the word “winnings” in the text, it is always specified as “potential winnings”. You get to check all game or casino details before you decide whether to proceed, as informing you is our primary goal.

Our team at AskGamblers is fully aware of the problems that gambling can cause, so we follow strict writing rules and Tone of Voice guidelines that are primarily informative.

Transparency: Get the Truth. Then Play.

As an affiliate website, we are fully transparent with our players. Our content contains affiliate links, and it’s clearly communicated that we may earn a commission on operator registrations and deposits made via these links.

Our business model creates a potential conflict of interest, which is why we disclose affiliate relationships and separate commercial negotiations from editorial processes and CasinoRank calculations.

We Listen to Your Comments

We continually work to improve our website and keep all information up to date. Casino information, bonus terms, licensing conditions and payment options change frequently, and occasional inaccuracies may occur despite our monitoring.

Corrections and Updates

Players are a big part of the AskGamblers community, and they too can help us fix errors.

We encourage you to contact us if you notice any inaccuracies or have any feedback/suggestion and our team will address it and correct it on the website.

We also have a “Suggest an edit” feature, where you can easily help us correct potential mistakes in reviews. 

Whether you use a contact us page or the Suggest an edit feature, the data team takes over and investigates the error. This is what happens: 

1. You receive an email that your suggestion has been taken into consideration.
2. We first check the claim and try to verify it against the casino or sportsbook Terms and Conditions, bonus Terms and Conditions, a game provider, or another official source. 
3. If it’s not possible to fix the mistake right away, we contact the operator or the game provider to get a confirmation.
4. If your suggestion is rejected, you’ll receive an email with an explanation. If it's accepted, you’ll either receive a confirmation email for larger updates or no email for small fixes.

The edits may or may not influence a casino rating. Smaller fixes, such as adding a missing provider or listing that the site has an FAQ, might not move the needle, but larger changes, such as licensing, payment methods, and timing, could increase or decrease the ranking. We inspect both the data and the casino text.

We’re actively working with players on casino complaints and receive comments and suggestions from our Forum members, too. Our content isn’t an exception. We value your feedback, and you’re always welcome to share it with us.