Is Gaming Alerts Still in Business? (2026 Update)
Emmie Matthews and Ed Stevens pitched Gaming Alerts in season 5, offering an affiliate marketing website that referred players to online bingo, casino, and poker sites in exchange for commission.
The answer here is no. Gaming Alerts Limited was formally dissolved in 2011, and we found no evidence of any product or successor business still trading under that name.
What they pitched in the Den
Matthews and Stevens originally asked for £200,000 in exchange for 10% of the business. Theo Paphitis agreed to invest the full £200,000 but only for 30% equity, a much steeper price for the founders than they had first proposed.
The business model was straightforward affiliate marketing in the online gambling space, sending traffic and new sign ups to gambling operators and earning a cut for each referred customer, a crowded and fast moving corner of the internet even back in 2007.
Are they still trading?
No. UK Companies House records show Gaming Alerts Limited, company number 05601976, as dissolved on 20 September 2011, roughly four years after the deal was struck on air.
No official reason for the closure was published, but the online gambling affiliate market of that period was intensely competitive, with far larger, better funded operators fighting for the same referral traffic, which is a plausible explanation even without a formal statement from the founders.
What happened to the product?
There is no live site or successor business trading under the Gaming Alerts name that we could find. The company's formal dissolution in 2011 marks the clean end of the business as it was pitched.
If you are looking for gambling affiliate or comparison sites today, Gaming Alerts is not one of the surviving names from that era, and we would treat any site using a similar name as unrelated unless it explicitly claims continuity, which none currently do.