The Science Behind Casino Rankings: Methodology, Transparency, and Player Trust

When we talk about the best approach to casino rankings we need to take a few key factors into consideration. To do that, we’ve brought Sebastian Jarosch who many would consider an expert on the topic of gambling affiliates. Jarosch founded Mithrillium Media Ltd., a company that pushed for some innovative and revolutionary changes in the online casino market.

During his iGaming career, Jarosch has been instrumental in helping his teams win several of the industry’s most highly acclaimed awards. Among them are the Affpapa Awards Affiliate Programme of the Year Award in 2022 and the Askgamblers Awards Best Partner Award the year before. Jarosch now also works as judge at SBC and IGB, lending his expertise to the next generation of casino rankers.

Interview Questions

How important is a clear and consistent methodology when creating casino rankings that players can rely on?

— It is essential to have a clear and consistent ranking methodology because it builds trust with your audience. Players want to see scores and rankings they can rely on when making informed decisions. When affiliates rank shady operators in top positions, players quickly lose faith and look elsewhere for reliable information.

What are the key criteria you believe every trustworthy ranking system should include?

— The key criteria for ranking systems include licensing, payout speed, payment methods, customer support quality, responsible gambling tools, bonus fairness, overall reliability, and player complaints. A solid ranking should be based on real experiences from industry experts who have thoroughly tested the brand.

How do you balance objective factors (such as licensing, payout speed, or game selection) with subjective elements like user experience?

— Hard, honest facts are the main criteria that flow into the score, while subjective elements like user experience provide important context. UX matters, but criteria such as licensing, fairness, and safety should carry much more weight when helping players make educated decisions.

Do you believe players understand how rankings are created, or is the methodology often invisible to the audience?

— Most affiliates have a page dedicated to their ranking methodology. When affiliates explain their scoring system clearly, users feel more confident and trust the rankings more. However, there are still plenty of affiliate sites that apply scoring and ranking based on commercial agreements.

How transparent should affiliates be about commercial partnerships and how they influence rankings, if at all?

— Affiliates should be honest about commercial agreements, but they should never allow them to influence scores. Reviews and rankings need to be genuinely player-centric to build trust with the audience. When players find your reviews helpful in choosing their next casino, they become loyal users.

What steps can ranking websites take to ensure operators cannot “buy” a better position or influence editorial judgment?

— The content team must work independently from any commercial agreements, using standardized review processes and scoring criteria. When the scoring methodology is transparent and applied uniformly across all partners, manipulating rankings becomes impossible.

Do you think players value data-driven scoring models more than expert reviews, or do they want a combination of both?

— Reviews on Casino Groups include a mixture of both. Data-driven scoring ensures fairness and consistency, while expert insights highlight real-world experiences that an algorithm cannot fully capture. The most reliable systems combine hard data with human expertise.

How does increasing regulation across various markets affect the way rankings must be calculated and communicated?

— Regulation demands accuracy and transparency without false advertising or hidden terms. Affiliates must adapt rankings to regional requirements, avoid prohibited messaging, and ensure bonus and licensing information is correct and up to date. Close cooperation with operators and regulators is essential to ensure fully compliant reviews.

What role does player feedback (ratings, comments, complaints) play in maintaining the accuracy and fairness of rankings?

—Player feedback is crucial for reflecting real player experiences in scores and rankings. Ratings, comments, and complaints reveal red flags that may not appear in official brand materials. Including real-world experiences in casino reviews helps your audience make better decisions.

Looking ahead, how do you see casino ranking methodologies evolving as AI, automation, and personalization become industry norms?

— Rankings will become more dynamic, data-driven, and personalized. AI will track real-time changes in bonuses, payout performance, and player feedback, while personalization tailors results to each user’s preferences. Future ranking systems will be transparent, adaptive, and far more user-centric.