Trust & Methodology
How we review casinos, and how we make money
WillHills is a commercial, affiliate-supported publication. This page explains exactly how that works, what we check before featuring an operator, and where our commercial relationships stop and our ratings start.
How WillHills makes money
Most operators listed on WillHills pay an affiliate commission if a visitor clicks through from our site and signs up. This is standard for comparison publications and it's how the site stays free to use. It does not cost you anything extra, and it doesn't change the odds or terms you get from the operator.
Outbound links to operators are marked rel="nofollow sponsored" so search engines
recognize them as paid relationships. We don't hide this behind fine print, and we don't run
operators through cloaked or disguised links.
What commissions do not do
- An operator cannot pay to raise its rating.
- An operator cannot pay to remove a listed limitation.
- Higher commission rates do not move an operator up the comparison table.
- We do not accept payment in exchange for a positive review.
If we ever find an operator no longer meets our criteria — a licence lapses, terms change for the worse, or player complaints spike — we update or remove it, regardless of commission value.
Our review criteria
Every operator is assessed against the same fixed list before it appears anywhere on WillHills.
What we check
- Licensing — which regulator(s) license the operator, and in which markets.
- Game selection — variety of slots, table games, live dealer, and named software providers where available.
- Payments — supported deposit and withdrawal methods and typical processing times.
- Support — availability and responsiveness of customer support channels.
- Bonus clarity — whether wagering requirements and key terms are stated clearly by the operator.
- Responsible-gambling tools — deposit limits, session reminders, self-exclusion, and similar features.
What our rating is — and isn't
Our editorial rating is a structured assessment against the criteria above, built from publicly available information about each operator: licensing registers, published terms, and the operator's own site and app. It is not a guarantee of your personal experience, and it is not a claim that we have placed real-money bets at every listed operator.
Terms, availability, and licensing can change after publication. Always check the operator's current terms and confirm they're licensed to accept players from your location before you sign up.