Comparisons
Casino Comparison Methodology
Compare casinos only within one licensed market, against criteria fixed before testing, with every score traceable to a test or a dated source. Publish the method, the limits and the commercial relationships alongside the results.
In brief
- Fix the criteria and weights before you test, and publish them.
- Compare within one market; licenses, products and rules differ between markets.
- Every score should trace back to a test record or a dated source.
- Commercial terms must not change scores; if they affect inclusion or order, label the page as advertising.
Step 1: define the pool
Start from operators licensed in the market, checked in the regulator's register: the Gambling Commission's public register for Great Britain, the GGL whitelist for German virtual slots, the state regulator's list in a US state, or iGaming Ontario's directory for Ontario. Record the date of the check and the reason any licensed operator was excluded.
Step 2: fix criteria and weights
| Criterion | Evidence | How it is scored |
|---|---|---|
| Terms clarity | Operator terms, read on a recorded date | Rubric: are wagering, limits and withdrawal conditions stated plainly? |
| Withdrawal experience | Your test log | Observed steps and time, with sample size stated |
| Safer gambling tools | Account settings in your test | Presence and ease of limits, time-outs and self-exclusion |
| Customer support | Your contacts, logged | Response time and accuracy on set questions |
| Game and product range | Lobby review on a date | Coverage of the products licensed in the market |
Step 3: test and log
- Use the same test script for every operator: same deposit method, same questions to support, same steps.
- Log date, time, steps and results; keep screenshots with personal data removed.
- Note anything that could distort a result, such as a public holiday delaying a withdrawal.
Step 4: score and publish limits
Turn logs into scores with the published rubric. Then state the limits: number of tests per operator, dates, what was not tested and why. Google's review guidance asks pages to discuss benefits and drawbacks "based on your own original research"; limits are part of that honesty.
Step 5: separate money from scores
- Scores come from the rubric only. Commission rates are never an input.
- If commercial deals affect which operators appear or their order, the page is advertising: label it clearly, as UK and US rules require.
- Disclose commission relationships before the first recommendation.
Worked example (synthetic)
Synthetic example. Invented names and figures that show the method. No real operator, site or test is described.
An editor plans a comparison of five licensed casinos for readers in Ontario, called Operator A to E here. Step 1 removes one, because its registration covers a different province. Step 2 fixes four criteria before any testing: withdrawal handling (30%), clarity of bonus terms (25%), responsible gambling tools (25%) and help quality (20%). Step 3 logs two test sessions per operator on two different dates, with screenshots filed against each row. Step 4 turns the logs into scores and adds one limit line under the table: "Two sessions per operator in October; live dealer games not tested." Step 5 checks the order against the commercial sheet. Operator C pays the highest commission and finishes third, and the page says that commission plays no part in the order.
Questions
Should I publish numeric scores?
Only if the scoring method is published and every score traces to evidence. Otherwise use a qualitative summary. Do not add rating markup for scores that are not genuine first-hand reviews.
How often should a comparison be retested?
On a fixed schedule, and whenever an operator changes its terms or a regulator changes the rules. Show the test dates on the page.
Can I include operators I have not tested?
Only if the page says so and they are not scored. Listing untested products as if they were reviewed misleads readers.
Sources
- Google Search Central, Write high quality reviews, last updated December 10, 2025.
- Gambling Commission, Public register, updated November 12, 2024.
- GGL, Whitelist of permitted operators, checked October 26, 2026.
- iGaming Ontario, Regulated iGaming market, checked October 26, 2026.
- ASA, Affiliate marketing, March 22, 2023.
Found an error? Tell the editors and link the source. Corrections are dated on the page they change (corrections).