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.
| 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
| 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
| 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.
| 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
| 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
| 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
| 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.
Contact Details
Company Address
| Registered Office | Castle Park Programme, The Pithay, Bristol, BS1 2NB, UK |
| Company Number | 04490764 |
Contact
| Website | www.olbg.com |
| Public Contact | Via OLBG Contact Page |
