Selling a site - How to go about it

[chaumi]

Working on the assumption someone would have a (crypto gambling) site to sell.

Doing well, steady growth, bags of obvious potential but would benefit from a big operation to properly realize that potential (obvious reasons - manpower availability, financial investment scalability, etc).

Strong figures currently (strong enough that it's highly questionable/debatable whether the seller would be daft enough to let it go for anything much under 7 figures).

How would you go about testing the waters?

Broker? (do you know any?)
Direct approaches? (do you know any possibilities?)
Any other options?

[Topboss]

Hi Steve, Ironically I actually asked ChatGPT the very same question recently as a friend of mine in the industry is also considering selling and asked me for some advice, and this was the answer I got. It may give you some ideas ( its a feather in the GPWA's cap that ChatGPT mentioned it as a resource too

where would you go about selling an affiliate website - it is one that promotes casinos to potential players

ChatGPT said:

Good question — selling an affiliate website, especially one focused on online casinos, needs some planning because gambling/affiliate sites are considered a "niche but high-value" market. Here’s where (and how) you can go about selling it:
1. Dedicated Website Marketplaces

These platforms specialize in buying/selling online businesses:

• Empire Flippers
  
  • Probably the best-known place for affiliate site sales.
  • They actively sell casino/gambling sites but you must meet their vetting (proof of earnings, age of site, etc.).
  
  
• Flippa
  
  • Easier to list (even small sites), but often lower-quality buyers.
  • You’ll need to carefully prepare your listing to stand out (revenue proof, traffic screenshots, etc.).
  
  
• FE International
  
  • More for higher-value sites ($50k+ deals).
  • They specialize in affiliate and SaaS businesses.
  • They handle all vetting, negotiations, and escrow.

2. Private Brokerage Firms (specializing in iGaming websites)

Some brokers are specialized in casino and betting sites:

• iGamingBroker.com
  
  • Boutique service for selling gambling-focused sites.
  • Good if you want high-quality buyers and a serious valuation.
  
  
• Daebak Media Brokerage
  
  • Smaller, but they focus on crypto casinos and gambling niches.

3. Direct Outreach (Strategic Buyers)

You could contact casino affiliate companies or larger affiliates directly:

• Big affiliate networks (like Better Collective, Catena Media, or XLMedia) actively buy smaller casino sites to expand their portfolios.
• You can approach them via LinkedIn, or their corporate acquisition teams.

4. Affiliate Industry Forums

Places where buyers and sellers meet directly:

• AffiliateFix.com (Buy/Sell Websites Section)
• WickedFire (Buy/Sell/Trade forums)
• GPWA (Gambling Portal Webmasters Association)
  
  • Trusted in the gambling space.
  • They have a marketplace where affiliate site owners list sites for sale.

5. M&A Advisors for iGaming

If your site is earning $5,000+ per month, a specialized mergers and acquisitions advisor can connect you to buyers quietly and get a premium price.

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Quick Tips Before Listing:

✅ Prepare a sales pack:

• Revenue proof (screenshots, spreadsheets)
• Traffic proof (Google Analytics access)
• Affiliate programs + commission structures
• Operational info (how much work per week)
• List of backlinks if strong SEO exists

✅ Be honest about risks:

• Online casino sites are high-reward, but also face legal/regulatory changes.
• Be transparent — smart buyers will find it out anyway.

✅ Valuation expectations:

• Casino affiliate sites usually sell for 24x–48x monthly profit, depending on the quality (even higher if it's super premium).

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Summary of Best Starting Points:

• If it's under $100k value: Flippa or direct forum sale (GPWA).
• If it's over $100k: Empire Flippers or iGamingBroker.com.
• For maximum price and minimal hassle: find a strategic buyer (like Better Collective).

[nwalker]

From experience, mine and others, a well connected Broker is worth their weight. They'll have connections you'll never be able to find yourself, they will know who is looking for what, so can match you with prospective qualified buyers, they can handle all negotiations on your behalf and help you achieve the best possible sale price, and you only pay them for their services on sale completion.

Don't believe everything you read about typical sale prices and multiples, each deal is unique and you'll never know what a site is worth until you test the waters.

[eenzoo]

From experience, mine and others, a well connected Broker is worth their weight. They'll have connections you'll never be able to find yourself, they will know who is looking for what, so can match you with prospective qualified buyers, they can handle all negotiations on your behalf and help you achieve the best possible sale price, and you only pay them for their services on sale completion.

Don't believe everything you read about typical sale prices and multiples, each deal is unique and you'll never know what a site is worth until you test the waters.

Neil. Congratulations btw!

[nwalker]

Neil. Congratulations btw!

Thank you.