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Looking for the best online casino? How do you find the one with the games, bonuses and features you are looking for? The most common thing to do is an internet search. Assuming you have done that before, you know you are confronted with a dazzling, long list of options, with every single recommendation clamouring for your attention. The immediate question is, how do you know which link to click? Should you go directly to the website of a big household name or try a less well-known one that seems to be offering incredibly lucrative bonuses?

In addition, there are in-betweeners, affiliate sites, and social media influencers who claim to review a range of online casino platforms and make recommendations for you. While affiliate sites are great and can help you find your way to what you are looking for, they can also have a significant drawback, in that many of them only promote online casinos that pay them commission. In addition, many will promote one online casino over another if paid to do so. There is nothing wrong with this, but a user needs to know what the recommendation is based on; is it because it is genuinely the best site for the user, or is it because it is the most lucrative one for the online casino affiliate?

This is where Casino.org comes into its own. While it compares online casino sites and makes recommendations, it is wholly independent and is a data-driven service that is up-to-date and free of bias. The site offers news, blogs and guidance from expert, enthusiastic gamblers and writers. Casino.org has been in the game since 1995 and guarantees that every casino review is backed by data-driven research. Expert reviewers make assessments across twenty-five individual data points covering:

• Security and trust
• Games and software
• Bonuses and promotion
• Banking and money
• Customer care
• Mobile
• Localisation

Combining the reviewers' expert knowledge and editorial staff reports ensures timely, honest and independent recommendations. What is offered is not just based on opinion or affiliate payments but on an analytical approach to the information available. The reviewers do not just take the third-party site's word for it. They go and play the games, deposit and withdraw money, contact customer services, check out the licenses and legality of the site and give feedback on the full experience. This is not a hands-off approach.

For example, when looking at bonuses, the data is analysed by William Macmaster, who then makes a considered recommendation based on the facts. His current advice is that the best bonus out there is All British Casino's 100% bonus. He writes,

"While all of our casino bonuses will benefit players differently, my expert pick would be All British Casino's 100% bonus up to £100 + 10% cashback. This is because the bonus hits the average amount you can expect from a casino, with the deal being sweetened by the "no max cash out" perk, which gives you a lot more freedom than on some casino welcome bonuses. This, twinned with a respectable max bet and wagering, makes it a fair deal. Add to this the recurring 10% cashback, which comes with no restrictions; you will get more bang for your buck further down the line at this casino too."

William says he reaches his conclusion by applying a rigorous investigation procedure to uncover the real value of a casino bonus.

"I do not just read the headline amount, but also the small print to make sure the casino offers we share are the best online casino bonuses available. First, we see what type of bonus is available and whether it is for new or established players. Then we ask whether the bonus is offering free spins, a cash match deposit or a cashback. Is there anything unique, innovative, or exciting about a particular online casino site? We recently found that Lottoland were not only offering up to 50 wager-free spins but also letting the player have five scratchcards. A deal like that is a good sign. Different bonuses can be combined, and the player can get the most out of what is on offer."

"Bonus value is incredibly important, and we try to highlight any that stand out. It is pretty common practice in the UK now to find bonuses that provide a 100% match to £100. However, sometimes, a deeper dig will uncover even better offers, and we try to find those for our customers. For example, Grand Ivy offers a 150% bonus up to £300 which is up there with some of the most generous offers you can find. Then we need to check out eligibility."

"Many casino affiliate sites will be paid to feature particularly attractive bonuses, but they might not make eligibility conditions clear. As well as differentiating between welcome and loyalty bonuses, Casino.org looks for other stipulations, like a set number of real money bets that must be placed to qualify for bonus bets. Also, whether the bonus applies to all games or specific titles or genres. Many casino bonuses can be used on all the slots, but they may be limited to table and live casino games. Wagering requirements are also thoroughly investigated. We make sure you know what your bonus can be used on, as this can affect your bonus winnings in the long run. Many affiliate sites might not be so transparent."

"Because Casino.org is an independent review site, we are at liberty to tell people when we find something bad or dodgy. While a decent affiliate site will check out who it works with and want to protect its reputation, there is no guarantee that it always acts in the players' best interest. There are certainly plenty of decent, honest affiliate sites out there, but unless they are independent and take an analytical approach to their review process, there is no guarantee that their motive is not self-interest. We put players' needs first, share our passion and expertise, offer a free service and follow a stringent 25-step process to earn players' trust".

"But do not take our word for it, Casino.org has featured in trusted publications worldwide, including Forbes, Clarion Ledger, The West Australian and Paulick Report".