Who We Are
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 Story
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.
Founded with five online casino reviews
Added a dedicated slots section as the site grew
Welcomed three sportsbook specialists to expand into sports betting content
Website redesign; Surpassed 100 casino and sportsbook reviews; Added gambling guides and payment method content
Redesigned the website using direct player feedback to introduce jumplinks and easier navigation
We now feature 1,000+ pages across casino and sports verticals, covering 600+ operators, updated continuously based on the needs of Irish players
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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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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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
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Rebecca Mackay
Content AdvisorRebecca was Irishluck's Head of Content with 6+ years of experience under her belt before she stepped down from the role to become our trusty Content Advisor. She makes sure every piece of content that's being published on Irishluck has been fact-checked and edited. Rebecca has gained a certification from the Poynter ACES Introductory Certification in Editing and Fact-checking Fundamentals with IFCN. Get in touch with Rebecca on Linkedin.
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Vesna Mihajlovic
Head of ContentVesna is Irishluck's Head of Content with 5 years of experience in SEO, editing, and content creation. She creates and manages all content initiatives, ensuring every published piece meets high standards of accuracy and compliance. In 2024, Vesna was awarded the prestigious Poynter ACES Introductory Certificate in Editing & Fact-checking Fundamentals with IFCN.
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 We Review & Rate Casinos
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 (The Irishluck Rank)
Rating Guidelines are a set of criteria we expect every casino & sportsbook to pass before they can be listed on our website. This methodology proudly carries the name "Irishluck Rank". This rank accounts for safety & security checks, games & software variety, bonus quality & amount, payment method variety, customer support availability, and more.
To guarantee fair evaluations, we utilise a weighted system where vital requirements like licensing and safe gambling tools carry a heavier score than more generic elements.
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.
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Our Stance on AI
At Irishluck, we believe that reliable, authentic recommendations require a real human touch. You can count on us to personally test and verify each casino before we write each review. Our meticulous process includes many steps and many expert hands on board to give you the most accurate Irishluck Rank. We do not use AI to write our reviews, evaluate casinos, or determine our scores.
That being said, we do embrace technology when it does not disrupt our proven process. We use AI to help us with the heavy lifting on repetitive, non-creative tasks. For example, it might help us organise large datasets, format tables, or resize images. The usage of AI for these background tasks lets our editorial team focus on what matters: deep research, hands-on testing, and writing honest, unbiased opinions.
In short, AI cannot replace editorial judgment, understand or replicate the actual experience of playing at an online casino. You can trust that the insights, hot takes, and final ratings you find on Irishluck are created for humans by humans.
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:
Top-notch quality
Independent user reviews
Feedback from our readers
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.
Our Parent Company: Gentoo Media
Irishluck.ie is owned by Gentoo Media (previously GiG Media), a pioneering iGaming company founded in 2012, based in Malta (Company Registration Number: C44319) is listed on the on Nasdaq Stockholm, Sweden, with the ticker symbol “G2M”. Gentoo Media operates offices in Malta, Denmark, and Serbia, with 800+ employees.
Awards & Recognition
Affiliate of the Year 2026 — SBC Awards Europe (second consecutive year)
Best Casino & Sports Affiliate 2025 — SBC Awards, silver
Affiliate Media of the Year 2025 & 2024 — AffPapa iGaming Awards
#3, Power Affiliates 2021 & 2023 — EGR Global
Best Casino Affiliate 2022 — iGB Affiliate Awards
Our Experts in the Press
Our industry-leading team is frequently recognised and cited by external publications for their expertise:
Siobhan Aslett: Read our Sportsbook Specialist's insights on navigating a male-driven industry in her interview with Female First.
Cameron Murphy: Check out our founder's comprehensive industry research in his published work, The Ultimate Ireland Casino and Gambling Handbook, available on ResearchGate.
Why You Can Trust IrishLuck
The Irishluck Certificate of Trust: What Does It Mean For You?
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Our Certificate of Trust is your golden ticket to the safest, most secure, and 100% reliable online gaming experience. It’s our way of showing that we’re all about transparency, fairness, and bringing you the best of the best in the gaming world. We give this certificate to casinos that not only follow the rules but go the extra mile to keep their players happy, safe, and in control. When you see our seal, you can be sure that the casino you’re playing at is top-notch, fun, fair, and secure!
Here’s What the Certificate of Trust Means for You:
Fair Play: All games are checked and double-checked to make sure they’re totally fair and unbiased. No funny business here.
Top-notch Security: Your personal info and winnings are locked down with cutting-edge encryption. We’ve got your back.
Trusted Operators: We only recommend casinos that follow strict rules and offer clear, honest terms. No surprises, just good times.
Responsible Gaming: We care about your gaming experience. That’s why we promote responsible play and offer all the tools you need to keep things fun and in control.
With Irishluck’s Certificate of Trust, you can rest easy knowing that your casino experience will be safe, secure, and exciting.
💡 Find Irishluck on Wikipedia!
Media and Press Recognition
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.
Legal Compliance & Licensing
Laws and regulations in Ireland 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.
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Our Commitment to 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.
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.
Accessibility, Sustainability & Diversity
We're working toward full site accessibility, with regular audits and direct reader feedback shaping the process - see our Accessibility page.
We also maintain an Environment and Sustainability policy and a Diversity and Inclusion commitment to fair representation across our team and content.
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, you can use our dedicated contact us page or the form below. Don't be shy, we'd love to hear from you!