Who Are Fruity Slots?

Our Mission

FruitySlots exists to help UK players make informed decisions about where to play. We believe casino reviews should be built on real testing, not marketing copy. That means depositing real money, playing real games, requesting real withdrawals, and reporting honestly on what we find.

Our priorities are straightforward:

• Player safety first – we only feature UKGC-licenced casinos and take responsible gambling seriously
• Transparent reviews – every rating is backed by our 12-category FruityMeter system with documented evidence
• Informed decisions – we give you the facts so you can choose based on what matters to you
• Real-money testing – we test every casino with our own money before recommending it

What We Do

FruitySlots produces three main types of content:

Casino Reviews – every casino is tested using our structured five-step process (licence check, deposit, gameplay, withdrawal, support) and rated across 12 categories. We currently rate 166 active casinos and have reviewed 240 in total since 2014.

Slot Reviews – we have published 2,956 slot reviews covering games from all major providers. Each review is based on direct gameplay, evaluating mechanics, bonus features, volatility, and how the game actually plays over extended sessions.

Guides and Category Pages – we maintain detailed guides on topics like casino bonuses, fast payout casinos, mobile casino apps, and new casino sites. These pages are updated regularly using fresh data from our ongoing testing.

How We Make Money

FruitySlots earns commission from casino referrals. When you click a link to a casino on our site and sign up, we may receive a one-time referral fee (CPA) or, in some cases, a small revenue share. This is how we fund the site and our testing process.

There is no cost to you for clicking our links or signing up. Commercial relationships do not influence our FruityMeter scores, rankings, or review outcomes. Casinos cannot pay for higher placement or ratings.

We do not offer paid placements or sponsored articles. Read our full advertiser disclosure for details.

Editorial Independence

FruitySlots maintains editorial control over all casino reviews, ratings, and FruityMeter scores. All casinos are evaluated using our 12-point FruityMeter testing framework, which includes real-money deposit testing, withdrawal testing, bonus analysis, game library evaluation, and responsible gambling assessment. Scores are determined by this testing process and cannot be increased or influenced through commercial agreements.

Final responsibility for published rankings and editorial standards sits with Jamie Rosen as Co-Founder. All scoring decisions are based on the FruityMeter framework and documented testing outcomes. Affiliate managers are not involved in editorial decisions.

Read our full editorial policy for more on how we create and maintain our content.

Our Numbers

These figures are verified by our team and reflect our work since launching in 2014.

Awards and Recognition

FruitySlots has been recognised within the iGaming industry for responsible content creation and influence.

• Most Responsible Streamers (2025) – awarded by Scatters Club
• Power 50 iGaming Affiliates (2021) – included in the industry’s top affiliate list

Featured in:

Industry press: SBC, Casino Beats, iGaming News, iGaming Future

Mainstream media: The Sun, The Metro, DAZN, Daily Mirror, Independent and many regional UK titles

Meet the Team

FruitySlots is run by a team of 14 people across editorial, content, streaming, technology, and operations. Here is our core editorial and review team.

Founders

Jamie Rosen – Co-Founder (20 years in iGaming). Previously Head of Marketing at 888. Oversees editorial standards, content accuracy, and the FruityMeter scoring system. Specialises in casino, sports, bingo, and lottery content.

Josh Green – Co-Founder (18 years in iGaming). Previously Head of Affiliation at William Hill. Leads gameplay testing and review standards. Specialist in slots, bonus mechanics, and casino operations.

William Barnes – Partner and CTO (9 years in iGaming). Runs the technology behind FruitySlots and leads Dream Spin, our slot game studio.

Editorial Team

Claudia Hartley – Senior Content Writer (8 years). Casino expert specialising in UX, payments, and customer support evaluation.

Chloe Brown – Head of Marketing and Operations (7+ years). Research and market analysis specialist covering industry trends and platform innovation.

Mark Bowley – Head of Streaming Partnerships and Casino Forum Manager (6 years). Covers gameplay mechanics, performance analysis, and community feedback.

Jade Bowley – Head of Slot Content (6 years). Evaluates new slot releases, mechanics, and studio trends.

Maya Sattar – Head of Website Management and Social Media (6+ years). Focuses on regulation, trust signals, and responsible gambling compliance.

Gareth Leahy – Marketing Web Manager and Head of QA (4+ years). Sports and betting expert covering sportsbook platforms and betting features.

Aisley Leeman – Slots Streamer and Content Writer (3 years). Specialises in gameplay behaviour and bonus feature analysis.

Content and Streaming

Scotty – Head Streamer and Content Creator (8 years). Leads our streaming team and entertainment content.

Benny – Slots Streamer and Social Media Manager (2 years). Manages our YouTube, Instagram, X, Discord, and Facebook channels.

Ole – Head of Video Editing (6 years). Produces and edits all video content across our social channels.

Maria T – Lead Web Developer (6 years experience, 1 year at FS). Manages site development and infrastructure.

Our Streaming Heritage

FruitySlots started as a slot streaming channel on YouTube before growing into a full-scale review platform. Our founders were among the first UK-based streamers to play casino games with real money on camera, showing genuine sessions rather than demo play.

This streaming background shaped how we approach reviews. When you’ve spent thousands of hours playing games live on camera, you develop an understanding of volatility, bonus frequency, and session behaviour that can’t be replicated by reading a game’s spec sheet. Our YouTube channel has grown to 79,000 subscribers with 47.2 million views and 13.5 million hours of watch time.

Today, streaming remains a core part of what we do alongside our written reviews, guides, and casino ratings.

Dream Spin Studio

Dream Spin is our UKGC-licenced slot game studio, operated by Betup Media through our remote gaming licence (account number 67715, licence number 067715-R-341855-001). The studio develops original slot games informed by the thousands of hours of real gameplay experience our team has accumulated.

Dream Spin operates independently from our review process. Games developed by Dream Spin are not given preferential treatment in FruityMeter scores or site placement.

Responsible Gambling

Responsible gambling is central to how we operate. We only feature UKGC-licenced casinos, and responsible gambling is one of our 12 FruityMeter scoring categories. Casinos that fail to provide adequate player protection tools cannot achieve top-tier scores, regardless of any commercial relationship.

We include responsible gambling information across our site and link to support organisations including GamCare, GambleAware, and GamStop. If gambling is causing you harm, please visit our responsible gambling page for help and support resources.

Contact Us

We welcome questions, feedback, and corrections. You can reach us at:

• General and business enquiries: [email protected]
• Editorial corrections: [email protected]
• Player support: [email protected]

Visit our contact page for the full list of contacts by enquiry type.

Registered office:
Betup Media Limited
64 New Cavendish Street
London, England
W1G 8TB