Gambling consulting

Read this before you book anything

Most of the traffic that reaches this page comes from the United States and the United Kingdom, and a large share of it wants something we cannot sell.

If your customers will be in Great Britain, you need a Gambling Commission operating licence. Since the 2014 Act the white-list route is gone: an offshore licence does not let you transact with or advertise to GB consumers. If your customers will be in a US state, you need that state's licence. None of the seven jurisdictions we file in reaches either market, and no amount of offshore structuring substitutes for the licence. We are also not a US land-based or tribal gaming advisor, we do not give legal advice or sign off compliance, and we have nothing to do with counselling for gambling problems.

If that rules you out, it rules you out here rather than after an invoice. If the market is somewhere else — Latin America, the Balkans, Africa, Asia, the EU under a national licence — keep reading.

What the sessions actually decide

These are not workshops about strategy. Each engagement exists to close one structural question, in this order, because a wrong answer at the top makes the answers below it irrelevant.

• Which markets, and therefore which licence. The licence decides the hosting, the wallet rules, the bonus engine and the payment stack — not the other way round. A structure proposed before the target markets are on the table is a guess.
• White label, turnkey, or neither. What each costs over 24 to 36 months, not at signature. Our own published figures — white label in weeks, turnkey in three to four months — are the fast and the slow end of the same decision.
• Which decisions you will still own afterwards. Under a white label, bonus policy, payment mix, territory blocks and KYC thresholds belong to the licence holder. Advice can be correct and still unbuyable, so we establish what you can actually change before scoping anything.
• Affiliate deal structure. CPA, revenue share or hybrid; the attribution window; whether negative carryover applies. This is where the 2016 practice started, and it is still the most common reason operators book sessions.
• Retention and bonus cost. Segmentation, the promotion calendar, and whether bonus spend is the leak at all — a failed deposit loses the player, not just the transaction, and payment failure is regularly diagnosed as a retention problem.

What operators find out too late

These are the four that come up most often, and the reason a session usually pays for itself before the structure is even chosen.

What the revenue share is a share of

Not "20% of revenue" — 20% of what, after which deductions. Bonus cost, chargebacks, PSP fees, gaming tax and affiliate commission can each sit inside or outside the base, and the same headline percentage differs by a factor of two in cash depending on where the line is drawn. The published ranges do not even agree with each other: 10–25% of GGR, 15–30% of GGR, 10–30% of NGR and 20–40% of GGR are all in circulation, every one of them written by a platform vendor. Treat any of them as a spread to negotiate inside, never as a price. What matters is the waterfall, in writing, before signature.

What leaving costs

Player records, transaction history, bonus configuration and CRM segments accumulate on someone else's infrastructure. Some contracts make extraction difficult on purpose; others make it painful because the data model was never built to be portable; some carry a migration fee that is not in the base agreement. Player-data ownership, wallet portability and the KYC artefacts are negotiated at signature or not at all — the lock-in is discovered at exit, which is the one moment you have no leverage.

Your suppliers have to qualify too

A licence is increasingly about everyone you integrate, not only about you. Since July 2025 Anjouan requires every B2B provider working with its licensees — platform, games, payments, compliance tooling — to hold a local B2B licence or an approved recognition certificate, and Finland requires a Finnish software licence from July 2028. We check an intended supplier list against the target licence before anyone pays a fee.

In a white label, someone else's compliance record is your risk

The Gambling Commission is explicit about where the liability sits: Responsibility for compliance will always sit with the licence holder. The consequence runs the other way for you. In May 2025 TGP Europe was penalised £3.3m for failures that included not carrying out effective due diligence on the entities behind its third-party partners, and surrendered its GB licence rather than continue. Brands operating on a licence carry the licensee's regulatory record whether they audited it or not, and when the licensee goes, they go with it. Due diligence has to run up the chain, not only down it.

When sessions are the wrong purchase

• When the constraint is capital, not knowledge. If the marketing budget cannot sustain a market past the first cohort, deal-structure advice is a rounding error against the real problem.
• When the contract is already signed. After a multi-year agreement with no exit clause, advisory can only optimise inside the box. What you need then is a lawyer and a migration plan.
• When you need hands rather than a head. Seven-day player monitoring, the KYC queue, running PSP and studio relationships day to day — that is managed operations, a different purchase at a different price, and it is not what these sessions are.
• When nobody owns execution. Sessions produce decisions; they do not produce action. If no one on your side can act between them, the same deck comes back in month four. We ask who that person is before we start.

Three questions worth asking any gambling consultant

Including us. They are cheap to ask and they separate an operator from a brochure.

1. Did that licence cost come from the regulator or from a licensing agent? Several of the popular offshore regimes publish no fee schedule at all, so the number is an agent's. Every figure on this site is dated and says which it is; on the licensing pages the agent-sourced ones are marked on the page itself.
2. Did he propose a structure before hearing the target markets? If the answer arrives before the markets do, it was going to be that answer regardless.
3. Which of the decisions he is advising on can you actually make? A recommendation you have no contractual right to implement is not advice, it is a wish.

Cadence and scope

Sessions run 45 minutes with Alex Uritu, on a fixed monthly cadence rather than as a project. Affiliation work is the most intensive because deal structures change weekly; the strategic and analytical tracks are slower by nature.

Operations and product work — KYC, fraud, VIP, bonus management, roadmap and launch — are scoped per engagement rather than sold by cadence, because their size depends entirely on what already exists on your side.

How to start

Tell us the markets, the vertical, and what you have already committed to. If the answer turns out to be a platform or a licence rather than advice, we will say so on the first call rather than sell you sessions.