Head of Content
Emily Thompson
With NewCasinoRank since March 2020
Emily Thompson leads content and analysis across the CasinoRank network, including NewCasinoRank in the UK. She has worked on online casino content for more than ten years, after starting out in editorial roles at a digital media publisher in Sydney.
On this site she is responsible for the standard of what British readers see: that facts are sourced, that risks and missing data are stated plainly, and that every casino is described by the same method, including what the UK rules mean for it.
Experience and education
Emily's background
Experience
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CasinoRank
- Head of Content and Senior Industry Analyst January 2022 – present
- Senior Industry Analyst March 2020 – December 2021
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Independent industry contributor (freelance)
- iGaming analyst and platform reviewer June 2017 – February 2020
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Digital media publishing agency (Sydney)
- Content Researcher and Editorial Writer April 2015 – May 2017
- Junior Editorial Associate September 2013 – March 2015
Education
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Master of Media Practice (Digital Communication and Media Systems)
- University of Sydney 2014 – 2016
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Bachelor of Arts in Journalism
- University of Sydney 2010 – 2013
Emily in figures
As stated in the author's profile; figures cover the whole career, all sites and markets.
Featured in
Emily's analysis and commentary have been cited or distributed by industry media, including:
yogonet.com ↗
sbcnews.co.uk ↗
next.io ↗
prnewswire.com ↗
news.cision.com ↗
igamingexpert.com ↗
How Emily works
Why Emily is responsible for what NewCasinoRank publishes
Emily's training is in journalism, and she runs content the way a newsroom runs copy: verify first, then explain. On a site about new casinos that means printing what a casino states as a claim, checking it where a public source exists, and saying so when it cannot be checked.
She sets the standard the other authors follow, from how a founding year is shown to how a missing withdrawal method or a casino's UK status is reported.
When you're responsible for the standard of what gets published, you learn to value careful work above everything else. If readers are going to rely on our work, it has to deserve that trust.
What they check
- Facts are sourced before anything is written
- Terms, risks and missing data are stated
- The conclusion follows from the evidence
- Every casino is described by the same method
On this site
Emily's pages on NewCasinoRank
Pages on this site that Emily wrote or is responsible for, newest first.
Category pages 14
Questions for Emily
How do you keep your analysis objective?
By separating research from opinion. I start from verified information and draw conclusions from what it shows.
What quality do you value most in content?
Clarity. If something is clear, it has usually been thought through.
Do you play casino games yourself?
Yes, mostly poker. I like games where strategy and discipline count for more than luck.
What part of the work do people underestimate?
The time spent reading and checking before anything is written. Most of the work is done before the first sentence.
What makes a casino review reliable?
It sets out to inform. It explains terms, risks and limits as well as the strengths, so the reader understands the trade-offs.
