OLBG – iGaming Company Profile, Contacts & Partnership Opportunities

OLBG Company Profile – Founders, Community-Driven Model, and UK Affiliate Growth

About Organisation

Brief Overview

OLBG (Online Betting Guide) is a veteran UK-based iGaming affiliate platform operated by Invendium Ltd. Since launching in 2002, OLBG has evolved from a static tips portal into one of the most active sports betting communities globally. Built around user-generated content and daily tipster competitions, OLBG drives affiliate traffic to over 100 licensed UK bookmakers through comparison tools, reviews, and app-based engagement. Its privately held structure and Bristol HQ reflect a lean but influential presence in the affiliate ecosystem.

About Organisation
Trading Name	OLBG (Online Betting Guide)
Legal Entity	Invendium Ltd (Private Limited Company)
Founded	2002
Headquarters	Bristol, United Kingdom
Ownership	Privately Held (Unfunded)
CEO	Richard Moffat (since 2005)
Employees	Under 30 (Lean Ops)
Website	www.olbg.com

Core Business: OLBG operates as an iGaming affiliate, content platform, and betting community. Its primary monetisation model is based on CPA and revenue-share partnerships with licensed UK and international gambling operators.

Mission Focus: To empower a community of bettors with data-driven betting tips, transparent operator comparisons, and a platform where users can share expertise.

Company History & Founders

Timeline of Key Milestones

Company History & Founders
2002	Founded by Antony Portno as online-betting-guide.co.uk
2005	Richard Moffat joins as CEO, focusing on commercial growth
2008–2019	Rebrands to OLBG; launches mobile app and sponsors major horse racing events
2012–2025	Wins multiple iGB Affiliate Awards, including Best Sportsbook Affiliate and Best Overall Affiliate

Founders & Key People

Company History & Founders
Antony Jonathan Portno	Founder, Director – Holds 25–50% ownership
Noreen Mary Portno	Director, Secretary – Holds 25–50% ownership
Richard Moffat	CEO – Leads business strategy and community development

Licensing & Regulatory Info

Regulatory Status

OLBG is a B2B affiliate and not a licensed gambling operator. It complies with affiliate marketing rules and promotes responsible gambling practices across all UK-regulated brands.

Licensing & Regulatory Info
Regulatory Body	UK Gambling Commission (indirect compliance)
Entity Registration	Invendium Ltd – Company No. 04490764
Compliance Adherence	UKGC and ASA affiliate marketing rules
Additional Licence	British Horseracing Authority – OLBG Racing Club licence

Offices & Headquarters

Main Office

Offices & Headquarters
HQ (Registered Office)	Invendium Ltd, Castle Park Programme, The Pithay, Bristol, BS1 2NB, UK

Global Reach

Though headquartered in the UK, OLBG’s digital reach extends to international markets including:

Ireland
Canada
Australia
United States

The platform’s content, app, and bookmaker partnerships support users across multiple English-speaking betting jurisdictions.

Business Model & Partnerships

Revenue Streams

Cost-Per-Acquisition (CPA) deals with UK bookmakers
Revenue share models across sports betting, casino, and racing
Branded sponsorships with racing and football clubs

Strategic Partnerships

Business Model & Partnerships
Newbury Racecourse	Co-runs The OLBG Owners’ Club
Harry Derham Racing	Sponsorship and brand visibility
Lions Gibraltar FC	Front-of-shirt football sponsorship

Operator Relationships

OLBG partners with over 100 licensed UK and international gambling operators and is regularly featured in the EGR Power Affiliates rankings.

Product & Technology

Core Features

Product & Technology
OLBG App	Highly rated sports betting tips app with integrated bookmaker links
Tipster Competitions	Free-to-enter contests with monthly cash prizes
Content Engine	User-generated content across 20+ sports categories
Data Scale	Equivalent to 300+ full-time freelance writers

OLBG’s key differentiator is its community-led SEO and retention model, where thousands of users contribute verified betting tips daily, creating an evergreen content engine that enhances trust and visibility.