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Emily Thompson

Head of Content

Emily Thompson

With NewCasinoRank since March 2020

Emily Thompson leads content and analysis across the CasinoRank network, including NewCasinoRank. 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 NewCasinoRank she is responsible for the standard of what is published: that facts are sourced, that risks and missing data are stated, and that every casino is described by the same method.

Editorial standardsIndustry analysisFact-checkingPoker
New casino reviews
9
Guides and pages
53
Category pages
16
News
1

Experience and education

Emily's background

Experience

  1. CasinoRank
    • Head of Content and Senior Industry Analyst January 2022 – present
    • Senior Industry Analyst March 2020 – December 2021
  2. Independent industry contributor (freelance)
    • iGaming analyst and platform reviewer June 2017 – February 2020
  3. Digital media publishing agency (Sydney)
    • Content Researcher and Editorial Writer April 2015 – May 2017
    • Junior Editorial Associate September 2013 – March 2015

Education

  1. Master of Media Practice (Digital Communication and Media Systems)
    • University of Sydney 2014 – 2016
  2. Bachelor of Arts in Journalism
    • University of Sydney 2010 – 2013

Emily in figures

10+ years in the industry
800+ online casinos evaluated
500+ articles published
200+ research pieces published

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:

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 figure 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.
Emily Thompson

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, on the Kenyan edition of NewCasinoRank.

New casino reviews 9

Show all 9

Guides and pages 53

Show all 53

News 1

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.

Other NewCasinoRank authors