Mitchell Thompson

I’m 27, and I run Windmill Casinos from my New Farm apartment, where I spend my days testing withdrawal times, analysing bonus structures and calling out dodgy operators. It’s a far cry from my early days at Queensland University of Technology, where I studied digital media while moonlighting as a casino reviewer to pay rent.

“I’d finish lectures, head home and spend evenings playing through welcome bonuses. Essentially getting paid to gamble responsibly and write about it.”

But I’m not your typical affiliate marketer chasing commissions. After stints at Casino.org, Better Collective and AskGamblers, I grew frustrated with biased reviews that put profits ahead of players. So in March 2023, I launched my own platform.

“I wanted something transparent,” I explain. “No BS, no hidden agendas. Just proper testing and honest ratings.”

The Early Days

My journey into iGaming started almost accidentally. During my final year at QUT in 2017, I picked up freelance writing gigs for small affiliate sites. A semester exchange at the University of Malta – Europe’s iGaming hub – sealed my fate.

“I landed in Malta and suddenly I’m surrounded by casino operators, game developers, the whole ecosystem. It was like stumbling into this massive industry I didn’t know existed.”

Fresh out of uni, I joined a Brisbane affiliate network as a junior content writer. The work was unglamorous – reading terms and conditions line by line, documenting user experiences, learning the difference between wagering requirements and maximum bet limits.

By 2018, I’d moved to SlotsTemple, publishing my first proper game reviews and attending G2E Las Vegas. That conference changed everything.

“You walk the expo floor and there’s thousands of slot machines, payment providers, regulatory bodies. That’s when I realised how huge this industry actually is.”

My Professional Timeline

2017: Starting Out

Graduated from QUT with a Bachelor of Communication (Digital Media). Landed my first gig at a Brisbane affiliate network, spending evenings testing welcome bonuses and documenting user experiences. My semester exchange at the University of Malta introduced me to Europe’s iGaming hub and sparked my fascination with the industry.

2018: Finding My Voice

Joined SlotsTemple as a staff writer. Published my first in-depth game reviews and learned proper SEO optimisation. Attended G2E Las Vegas for the first time, networking with game developers and operators. That conference opened my eyes to the sheer scale of the gambling industry.

2019: Building Credibility

Moved to Casino.org as a senior content specialist. Developed their Australian market vertical and created comprehensive state-by-state guides on gambling legislation. Completed the Introduction to iGaming course through IG Academy, formalising my practical knowledge with industry frameworks.

2020: The Pandemic Years

Promoted to content manager, overseeing a team of five writers during lockdown. Published a widely-cited report on responsible gambling tools during COVID-19 that was referenced by The Australian. Analysed the explosion in online gambling traffic and its implications for player safety.

2021: Corporate Experience

Transitioned to Better Collective as Australian Market Lead. Learned about scaling content operations, international SEO strategy and cross-border regulatory compliance. Managed relationships with major operators like Betsson Group and discovered the business side of affiliate marketing.

2022: Conference Circuit

Attended iGB Affiliate London, SBC Summit Barcelona and spoke on a panel about Australian gambling reform at ICE London. Began consulting for CasinoGuru on their dispute resolution processes. Built my reputation as an Australian voice in global iGaming conversations.

2023: Launch Year

Left corporate life to launch Windmill Casinos in March. Worked 80-hour weeks building the site, establishing operator relationships and creating a review backlog. By December, I’d published 150+ casino reviews and attracted 50,000 monthly visitors.

2024: Growth & Recognition

Windmill Casinos grew to 200,000 monthly users. Hired my first employee, expanded into sports betting reviews and was invited to join Casinomeister‘s advisory board. Attended conferences in Melbourne and Sydney, speaking about the future of Australian online gambling regulation.

2025: Innovation Phase

Currently integrating AI-powered tools for real-time bonus tracking and developing Australia’s first crowd-sourced casino rating system. Working with Gambling Research Australia on a longitudinal study about player behaviour patterns.

Building My Expertise

My career accelerated quickly. After joining Casino.org in 2019, I developed their Australian content vertical and creating state-by-state gambling legislation guides. The pandemic lockdowns saw me promoted to content manager, overseeing five writers while publishing research that caught mainstream media attention.

In 2021, Better Collective hired me as Australian Market Lead. The corporate role taught me about scaling operations and international SEO, but also showed me the darker side of affiliate marketing.

“You see how operators game the system, how affiliates prioritise high-commission casinos over quality ones. I was managing relationships with major groups like Betsson, and it became clear the player wasn’t always the priority.”

The Conference Circuit

By 2022, I was a regular on the conference circuit – iGB Affiliate London, SBC Summit Barcelona, ICE London. I spoke on panels about Australian gambling reform and consulted for CasinoGuru on dispute resolution.

“Conferences are where you build credibility. You meet the regulators, the operators, the other affiliates. You learn who’s legit and who’s just in it for quick money.”

But corporate life wore thin. I wanted to build something of my own, something that prioritised transparency over commissions.

Windmill Casinos is Born

In March 2023, I quit my job and launched Windmill Casinos. The first six months were brutal – 80-hour weeks building the site, establishing operator relationships, creating a review backlog.

“I’d test a casino from 9am to midnight, then spend the next day writing the review. My partner Emma would bring me coffee and remind me to eat.”

Emma, a physiotherapist at Queensland Children’s Hospital, became my unofficial sounding board. “She tolerates my late-night casino testing with remarkable patience,” I laugh. “Though she draws the line at discussing RTP percentages over breakfast.”

By December 2023, Windmill Casinos had published 150+ reviews and attracted 50,000 monthly visitors. A year later, that number hit 200,000. I hired my first employee and expanded into sports betting.

“We started going to gaming conferences, walking around with business cards that said ‘honest casino reviews. We wanted to catch the attention of players who were sick of biased content. They were the ones qualified to tell us if we were doing it right.”

Life Beyond Reviews

When I’m not analysing wagering requirements, I surf at Burleigh Heads or hike in Lamington National Park. I’m an obsessive coffee snob who’s tried every specialty roaster in Brisbane and have strong opinions about flat whites.

I live with Emma and our two rescue greyhounds, Jasper and Luna. I mentor young entrepreneurs through River City Labs and occasionally angel invest in Brisbane startups.

“I’m not anti-gambling, I’m anti-exploitation. Casinos can provide entertainment when operators are transparent and players are informed. My job is holding the industry accountable.”

What’s Next

I’m currently focused on integrating AI-powered tools for real-time bonus tracking and developing Australia’s first crowd-sourced casino rating system. I’m working with Gambling Research Australia on a longitudinal study about player behaviour.

“I’m also vocal about operators who prioritise profits over welfare. “I’ve burned bridges with dodgy casinos. I wear those burnt bridges as badges of honour. If an operator threatens legal action because I published an honest review, I know I’m doing something right.“

In 2024, I was invited to join Casinomeister‘s advisory board. I attended conferences in Melbourne and Sydney, speaking about the future of Australian gambling regulation. And Windmill Casinos keeps growing.

Every time someone emails saying we helped them avoid a dodgy casino, or spot unfair bonus terms, that’s why I do this. It’s about shifting the industry standard toward honesty.

Get in Touch

I respond to genuine enquiries within 24 hours and love hearing from fellow industry professionals, players with questions and operators who care about doing things properly.

Email: [email protected]

LinkedIn: linkedin.com/in/mitchellthompsoncasino

Twitter/X: @MitchThompsonAU

Instagram: @windmillcasinos

“Just don’t try to bribe me with bonus codes. I’ve seen every trick in the book.”