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Our Story
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It all began in 2016 when Irishluck.ie was founded by Cameron Murphy, our veteran casino expert who's been gambling himself for many years. We grew our team and took major steps to improve our brand and website with help from our visitors. Each milestone was a step forward to become the leading online casino & sportsbook source in Ireland.
- 2016Launched
Founded in 2016 with five online casino reviews and introduced our mascot, Paddy.
- 2017Slots Section & Growth
Expanded by adding slot games section, marking the start of our journey as a popular casino review website in Ireland.
- 2018Sports Betting Focus
Welcomed 3 sportsbook experts to broaden our scope to sports-related content in the Irish industry.
- 2019Redesign & Learning Guides
Underwent a website design upgrade, reaching over one hundred casino and sportsbook reviews. Added sections like gambling guides and payment methods for user convenience.
- 2024Redesign & Player-Centric Focus
We’ve redesigned our website once again, this time focusing on collecting data from real Irish players by our feedback boxes, and make our site easier to use with jumplinks & notification buttons.
- Today
Today, we hold 800+ informational pages on online gambling in Ireland, in both casino and sport verticals, with over 400+ operators in our database. We continuously learn from Irish gamblers to improve our website content tailor to their needs.
Who We Are
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We are Irishluck.ie, an independent online gambling community founded in 2016. Our focus is on providing authentic casino, sportsbook, and game reviews, along with best-of-lists to help people find what they're looking for. Our team consists of passionate casino and sports enthusiasts from Ireland who meticulously research every casino, bookie, and game before they share their insights.
Our Parent Organization: GIG Media
Irishluck.ie is owned by Gaming Innovation Group (GIG Media), a pioneering iGaming company founded in 2012, based in Malta (Company Registration Number: C44319) and dual-listed on the Oslo Stock Exchange (GIG) and Nasdaq Stockholm (GIGSEK). Our affiliation with GIG reflects our commitment to delivering high-quality experiences to Irish players.
Our Awards
The awards highlight GIG's growth as one of the leading affiliate businesses in the global gambling industry. We, the Irishluck.ie team, are proud to be a part of this innovative and sustainable company. Through hard work and dedication, we strive to contribute to GIG's success.
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Gaming Innovation Group has ranked in the top three in the Power Affiliate Rankings 2021 and also in the 2023 awards by EGR Global, one of the most prestigious listings in the gambling affiliation industry.
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Gaming Innovation Group is the 2022 winner of the award for iGB Best Casino Affiliate at the iGB Affiliate Awards!
Our Offices
Our parent organization, Gaming Innovation Group ( GIG) has many offices across the world with more than 800+ employees.
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Address: @GiG Beach, Triq Id-Dragunara, Saint Julian’s STJ 3148 Malta
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Address: Rebel Penguin ApS, Nannasgade 28, Norrebro 2200 København N, Denmark
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Address: Av. Ricardo Soriano, 21, LOCAL, 1,29601 Marbella, Málaga, Spain
Irishluck's Brand Values
Transparency: We mention this throughout the entire site because it is very important to us. Our goal is to be a reliable source of information, and the best way we can do that is by being transparent. We are transparent in our content, with each other as a team, and with our partners. Everything you read on our site is unbiased and 100% the truth based on our scientific methodologies, objectivity, research, and years of expertise.
Safety: Every casino and sports book we list on Irishluck is safe and secure. We always make sure of that through the rigorous testing and checks we do. You can rest assured that all casinos listed are licenced, have fair wagering requirements, and support responsible gambling, amongst others.
Integrity: We are committed to upholding high standards in all areas of our business operations. Our dedication to integrity means that players can always rely on Irishluck for a fair, safe, and ethical gaming experience where their interests are protected and respected at all times.
Responsibility: We are responsible for making sure that our site is safe, secure, and compliant with all laws and regulations. Rest assured that Irishluck not only upholds the strictest of regulations and guidelines, but we conduct checks and do research on new developments in the industry.
Collaboration: At Irishluck, collaboration is not just a buzzword, but it is one of our core values. We adopted a culture of fostering collaborations and partnerships amongst the team, partners, and stakeholders. Various Irishluck departments talk daily to share ideas, resources, and to tackle any challenges we may face. Our partners and stakeholders are very important to us, so we always strive to maintain open communication and trust. Furthermore, we also have an open line of communication with our readers and players and we always take any feedback into consideration.
Numbers Back Us Up
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The numbers speak for themselves. Year after year, Irish players choose us as their preferred destination for online casinos and sports books in Ireland. Our readers' confidence in our recommendations only reinforces our commitment to bring our best foot forward daily.
What Do We Do
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We Analyse Online Casinos & Sportsbooks
We analyse online casinos and sportsbooks and we have dedicated hours during the week, about 6-8 hours, where we do research and do our testing. The process we follow is:
Check licencing and it's validility
Our experts create an account on desktop, Android and iOS
Test deposits, offers, VIP programs and any other promotion available (more on that below)
We contact customer support and see whether they are prompt, knowledgeable, and friendly
Read the T&Cs and ensure they are clear and easy to find and the required information is given
Our responsible gambling expert checks whether a casino has responsible gambling measures in place
We play games, check their speed, which software providers are present on the site, and the amount of games
The live casino section is also tested, as well as live dealer games
Our technical team takes a look at the site's user interface and shares their feedback
We check the types of payment methods are accepted, whether they are accepted in Ireland, and their safety and reliability
Once all of the data is collected, we analyse it and present it in our casino reviews. Before we publish, our Head of Content jumps in to ensure that the information given is clear and accurate.
As you can tell, we look at everything.
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We Create User-Friendly & Independent Listings
After analyzing hundreds of operators that have passed our rating criteria, we give them scores and add them to our independent listings, like the best online casinos and best sports betting sites. We know that gamblers seek specific categories, so we divide each operator into the 56 most searched categories and present them in our main menu for easy navigation.
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We Equip Our Visitors With Gambling Knowledge
Online gambling is a sensitive topic, and there is a lot of misinformation out there, especially targeting uneducated gamblers. To prevent Irish gamblers from getting scammed and running into surprises, we've created the Irishluck Learning Hub to compile all guides & resources into one place, presented to our visitors at no cost. We discuss this in more detail below!
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We Present Fair Bonuses and Promotions
We understand that bonuses and promotions are very lucrative. However, we have strict guidelines in place before mentioning a bonus or offer. Our editorial team puts themselves in the shoes of an Irish punter by creating an account, completing the KYC process, and making a deposit. Then, we test out the bonus and any bonus codes the operator might have and also make sure it is fair. We play the eligible games, and should we encounter any issues, we will contact the customer support team. Finally, we give our transparent and objective opinion - good or bad.
How Do We Do It
We take pride in being independent, and that means adhering to strict processes while we do each aspect of our job to stay unbiased. A huge part of those standardized processes are called rating guidelines & editorial principles.
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Our Rating Guidelines
Rating Guidelines are a set of criteria we expect every casino & sportsbook to pass before they can be listed on our website. These criteria include safety & security checks, games & software variety, bonus quality & amount, payment method variety, customer support availability, and more. We use scientific data and methodology to back our findings, and we have developed a rating system that is both fair and transparent.
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Our Editorial Principles
Every piece of content prepared and published on our website goes through a standard vetting process based on our editorial principles. Editorial principles were created to ensure our content provides objective information and accurate & updated data. Having these principles & processes in place gives our writers some wiggle room to fact-check every piece for feedback and make sure every knowledge source used in our articles is a reliable one.
Our Team of Experts: Unmatched Expertise and Experience
The Irishluck team is made up of industry experts. Collectively, the team holds decades of experience, and each member has an area of expertise. Put together, the team consists of legal experts, seasonal gamblers, game experts, review experts and much more. With such a broad variety of expertise, experience, and understanding, we ensure a comprehensive understanding of the market.
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Dermot Heathcote
Online Casino SpecialistDermot is a resident Online Casino Specialist with 9 years of experience. He researches online casinos, analyses data, and writes detailed casino reviews. So far, he's written more than 600 casino reviews and spent a total of 3000+ hours while doing so. Reach out on LinkedIn.
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Siobhan Aslett
Irish Sportsbook Specialist/cameron-murphy-irishluck-writer-ireland-1.webp)
Cameron Murphy
Online Casino ExpertCameron Murphy is the founder and casino expert of Irishluck with 10+ years of experience. He creates Irishluck's most famous casino listings by the data he collects from our team to guide our visitors. Get in touch with Cameron on Twitter.
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Ensuring Safety Through Legal Compliance
Laws and regulations are there for a reason. Irishluck strictly adheres to all market regulations to ensure player safety. We prioritise legit licencing, responsible gambling and other safety protocols, and we also ensure that everything we do is secure and compliant. Furthermore, we believe that raising awareness is key, so we educate our readers as part of this process.
Knowledge Is Key
Sharing is caring, and we care about our readers and players. Irishluck has developed its very own Learning Hub where information related to online casinos and sportsbooks is published to help educate our readers.
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Promoting Responsible Gambling
Responsible gambling is important for us. We're dedicated to promoting safe gambling and providing tools and resources to help our users, and we have policies to stop underage and problem gambling.
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Accessibility For All
Irishluck is committed to becoming more accessible for all. Our team is working hard to implement various features to make our site more user-friendly. Furthermore, we are working hard towards our goal of becoming compliant by conducting regular checks and speaking directly with our readers to see how we can improve their user experience.
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Environmental Sustainability
Irishluck looks beyond our offices. We prioritise the environment around us and try to leave a positive impact on our environment and our planet. As a team, we developed an environment and sustainability policy, introduced practices, and set targets to make Irishluck and the world more green.
Promoting Diversity
A core value of ours is diversity and inclusion. Irishluck never discriminates. We believe that everyone deserves a chance and everyone has their own voice, opinion, and expertise to share and they should be allowed to share it.
How Do We Make Money?
Irishluck's main source of income is affiliate marketing. What this means is that when you click on an online casino and make a deposit, we may earn a commission at no extra cost to you. These commissions help us to keep creating useful and trustworthy content and seek partnerships.
Our advertising disclosure policy is clearly highlighted at the top of each page, where we display a list of online casinos. As we have stated many times, transparency is important to us, so by making our policy clearly visible, we are upholding our statement.
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Our selection process is rigorous and unbiased. We don't select products or services based on the amount of commission, but we select them based on their:
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Top-notch quality
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Independent user reviews
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Feedback from our readers
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Overall value to you as per our rating guidelines
While some of the products we recommend may offer us a commission, many do not.
| ❗❗ Irishluck's primary goal is to recommend online casinos and sports books that are worth your time, are safe, and ones that we genuinely believe are of high value. |
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Media and Press
Access our high-quality brand assets from our Press Kit and Media Information Center. Our media centre also has valuable information on permitted uses, our press process, and who to contact should you wish to get in touch regarding an interview, blog post, etc.
Join Our Team
Do you have extensive knowledge about gambling? Are you passionate about online casinos & sports betting? If you're interested in working with a team that focuses on individual career growth to achieve success collectively, keep an eye out on our careers page for any opportunities.
Contact Us
For any queries, questions, or feedback, we have a dedicated contact us page with all the Irishluck points of contact. Don't be shy, we'd love to hear from you!
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