Comparisons
Sportsbook Review Methodology
Review a sportsbook in one jurisdiction at a time. Check the license, test the markets and rules a bettor there would meet, and know that in some US states the affiliate itself must register with the regulator.
In brief
- Sports betting is licensed by jurisdiction: by state in the US, by province in Canada, nationally in Great Britain and Germany.
- In New Jersey, a 2024 DGE order shows an affiliate moving from a casino service industry application to vendor registration after dropping revenue share deals.
- Michigan says certain vendors must register before providing goods or services; Pennsylvania runs gaming service provider certification and registration.
- Ontario bans public advertising of inducements and holds operators accountable for affiliates.
Jurisdiction first
| Market | Licensing | Affiliate angle |
|---|---|---|
| Great Britain | Gambling Commission license for remote betting | Operators are responsible for third parties under LCCP SR code 1.1.2; CAP Code applies to affiliate marketing |
| US (by state) | State regulator | Some states require affiliates to register or be licensed; New Jersey distinguishes flat-fee vendors from revenue-share arrangements |
| Ontario | AGCO registration and iGaming Ontario agreement | Operators accountable for marketing affiliates; no public inducement advertising |
| Germany | GGL for sports betting, virtual slots and poker | GlüStV 2021 § 5 advertising limits; no variable affiliate pay for some products |
The test script
- License check. Confirm the operator in the jurisdiction's register, with date.
- Account and verification. Record the steps a bettor in that jurisdiction meets.
- Markets. Note which sports and bet types are offered in that jurisdiction on the test date; ranges differ by state.
- Rules and settlement. Read the house rules for voids, cash-out and settlement; quote them with dates.
- Payments. Test a deposit and withdrawal; record times and steps.
- Safer gambling tools. Find limits, time-outs and self-exclusion; note the jurisdiction's help line.
US affiliate registration
Several US regulators run vendor or service provider processes that can apply to affiliates; the Michigan and Pennsylvania pages describe those processes in general terms. A New Jersey DGE letter order dated May 14, 2024 withdrew an affiliate's casino service industry enterprise application and accepted its vendor registration after the company said it was "no longer pursuing revenue share deals and will only be operating on CPA/fixed fee deals". Michigan's regulator says "Certain vendors are required to register with the MGCB before providing goods or services". Pennsylvania's board lists gaming service provider certification and registration forms. Check each state's current requirements with counsel before publishing for that state.
Writing the review
- Title and first paragraph name the jurisdiction.
- Separate tested findings from quoted house rules.
- No promises about winning or "sure" bets, and no offers on public pages where the jurisdiction forbids it.
- 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 review of Operator H for two markets: Ontario and New Jersey. Step one confirms the license in each place on the regulator's own site and records the date. The test script runs separately for each market, because markets on offer, betting rules and limit tools differ. In Ontario the page does not advertise inducements on public pages, in line with AGCO standards. In New Jersey the page names the state in the title and intro so readers elsewhere in the US are not misled. Settlement rules are tested with two sample bets on each platform and recorded with screenshots.
Questions
Do affiliates need a license in US states?
It depends on the state and the commercial model. New Jersey distinguishes flat-fee vendor registration from revenue-share arrangements, and Michigan and Pennsylvania have their own vendor or service provider processes. Confirm with each regulator.
Can one sportsbook review cover the whole US?
No. Markets, rules and licensing differ by state. Write one review per state, or clearly scope a review to the states you tested.
Who is responsible for an affiliate's ads in Ontario?
The AGCO says accountability for advertising standards is held by igaming operators, who must make sure contracted third parties, including marketing affiliates, meet the standards.
Sources
- New Jersey Division of Gaming Enforcement, Letter Order No. 2665, May 14, 2024.
- Michigan Gaming Control Board, Vendor registration, no date shown.
- Pennsylvania Gaming Control Board, Gaming Service Providers, no date shown.
- Gambling Commission, LCCP 1.1.2 Responsibility for third parties, no date shown.
- AGCO, Important information for advertising and marketing in Ontario's new igaming market, March 16, 2022.
- Bayern.Recht, GlüStV 2021, § 5.
Found an error? Tell the editors and link the source. Corrections are dated on the page they change (corrections).