Who we are,
and who pays us

A great deal of what is published about UK casino brands is ranked by commission rate and dressed up as editorial judgement. The top entry is frequently the one paying most, the scores are decorative, and the licence — the single most important fact about any operator taking money from British consumers — is either buried in a footer or absent altogether.

We started PixelCrown in 2026 to invert that order. Every review here opens with the licensee, the Gambling Commission account number, the operating licence number and a direct link to the register entry. You should never have to trust a review to establish whether an operator is licensed. You should be able to check it yourself in one click, and on this website you can.

How we work

We begin at the Gambling Commission public register rather than at the brand. We confirm which company holds the licence, whether the status is active, which activities it covers, and whether the brand's own domain appears in that licensee's domain-names list. If a brand cannot be matched to an active UK licence, we do not publish a review of it — not a cautious one, not a critical one, none.

Once a brand clears that bar, we score it against five published, weighted criteria and write up what we found. Licensing carries the heaviest weight because it is the one factor a reader cannot recover from getting wrong. The full method is public so you can judge whether you agree with our priorities.

How we are funded

By affiliate commission. When you follow one of our outbound brand links and go on to open an account, the operator may pay us a fee. That fee is paid by the operator, never by you, and it does not change the terms you are offered or the price of anything.

We think that model is legitimate as long as it is disclosed and as long as it is kept away from editorial decisions. So: commission buys placement in our outbound links. It does not buy a score, a ranking position, an award, a favourable verdict, or the removal of a criticism. If an operator asks us to change a rating in exchange for a better commercial rate, we decline, and we note the approach in the review. Our Disclosure page sets the whole arrangement out.

Our editorial rules

• Licence first. No verified licence, no review.
• Label the opinion. Facts are dated and sourced. Scores are marked as our judgement, not as measurement.
• No inevitability. We will never suggest that gambling is a way to make money, that losses can be recovered, or that any approach beats a house edge.
• Correct in the open. When we are wrong we fix the page and add a note saying what changed and when. We do not quietly delete.
• Safer gambling is not a footnote. Every review carries the tools and the helpline, because the people most likely to need them are the least likely to go looking.
• Nothing aimed at minors. Our content is written for adults aged 18 or over, and we do not use imagery, language or channels that appeal to children.

What we are not

We are not a gambling operator, not a payment service, and not a regulator. We hold no licence because we do not need one: we do not accept stakes or handle customer funds. We are also not a source of financial advice. If you are in financial difficulty, Citizens Advice offers free, impartial guidance and is a far better first call than any casino review.

Talk to us

Corrections and editorial questions go to editorial@pixelcrown.co.uk. Complaints go to complaints@pixelcrown.co.uk. We aim to reply within 2 working days. Our contact page has the full list and a form.