OLBG

History & Founding

OLBG was established in 2002 by Antony Portno. According to the company’s official about page, Portno had recently been made redundant and used his newfound free time to explore the early world wide web, leading to the creation of the Online Betting Guide. The platform quickly evolved from a simple guide to betting sites into a full-fledged community where bettors could share tips and reviews. In 2005, Richard Moffat joined as CEO and has been instrumental in shaping OLBG’s growth and strategic direction for over two decades.

Products & Services

OLBG’s core offering is a free-to-use platform that aggregates user-generated content and expert analysis. Key products include the Betting Tips Platform & App, which provides real-time betting tips across 22 sports with performance tracking for individual tipsters; the Tipster Competitions, free-to-enter with over 800 separate monthly prizes and over £1 million paid out to date; Betting Site Reviews – user-generated and expert reviews of all UK-licensed bookmakers; a Content & News Hub with editorial content from a dedicated team including former professional gamblers; several opt-in email newsletters such as The Betting Brief, Table Talk, Reel Talk, and The Bingo Drop; and expert-curated guides to casinos, slots, and bingo sites with free spins and bonus comparisons.

Business Model & Compliance

OLBG operates as an iGaming affiliate, generating revenue through commissions when users click through to bookmaker or casino sites and place bets. The company explicitly states it does not offer gambling services or promote online casinos directly. All recommended betting sites are vetted to ensure they hold a valid UK Gambling Commission license. OLBG has held a Trustpilot rating of 4.5/5, frequently cited as the highest in its sector.

Partnerships & Industry Recognition

In recent years, OLBG has significantly expanded its brand presence through sports partnerships: it is the principal sponsor of National Hunt trainer Harry Derham’s yard, principal partner of Dorking Wanderers FC (with a partnership shortlisted for “Affiliate Campaign of the Year” at the 2026 iGB Affiliate Awards), and has an expanded partnership with Newbury Racecourse including a Class 2 race sponsorship. OLBG has won multiple iGB Affiliate Awards, including Best Sports Betting Affiliate (2012, 2015, 2025), Best Overall Affiliate (2013, 2015), Marketing Campaign of the Year (2025), and an Affiliate Idol Lifetime Achievement Award for CEO Richard Moffat (2024). The company is also regularly recognized by EGR Power Affiliates.

Leadership & Key Personnel

The executive team is lean, with no publicly confirmed CTO, CFO, COO, or CCO. Key roles are CEO Richard Moffat, who joined in 2005 and is the public face of the company, and founder Antony Portno, who is not in an active executive role but is credited as the founder. The company’s “Meet the Experts” page lists editorial staff but these are not corporate C-level positions.