Liam Hoofe is a Cardiff-based iGaming journalist and sports betting analyst with nearly a decade of hands-on experience covering online casinos, sportsbooks, and the broader gambling industry across the UK, Europe, and the United States. His work sits at the intersection of rigorous journalism and deep industry knowledge, built not from the sidelines but from years of actively reviewing products, testing platforms, and reporting on a sector that demands both precision and accountability.
Before moving into iGaming, Liam spent several years working as a sports journalist, building the editorial habits and factual discipline that continue to define his writing today. He is NCTJ-accredited, the industry-standard qualification for professional journalists in the United Kingdom, and that foundation shapes how he approaches every piece of content he produces: with a commitment to accuracy, source verification, and editorial independence.
Experience and Professional Background
Liam began his career in the mid-2010s as a sports journalist, focusing primarily on the English Football League. He subsequently transitioned into iGaming around 2016, drawn by the overlap between sports coverage and the rapidly expanding world of sports betting. Since then, he has worked across virtually every format the industry produces: casino reviews, sportsbook comparisons, how-to guides, slot analyses, breaking news, and long-form editorial features.
His client and publishing history includes some of the most recognised names in global iGaming:
- Casino Guru (Game Review Writer)
- Gambling.com
- AskGamblers
- GoodLuckMate
- Gambling Zone
- World Sports Network (WSN)
- Nostrabet
- Tight Poker
Beyond iGaming-specific outlets, Liam has contributed sports betting content to mainstream UK publications including talkSPORT, The Sun, FourFourTwo, and The Game Day, reaching audiences well outside the affiliate space and writing for readers who may have little prior knowledge of betting markets.
In 2020, he published his first book, Stay Lucky: A Complete Guide to Online Sports Betting, a practical guide aimed at recreational bettors looking to approach wagering with more structure and discipline. The book reflects the same philosophy that underpins his editorial work: giving readers genuinely useful, honest information rather than content engineered to push them towards a specific product.
Liam has also taken part in industry-level discussions on AI ethics in iGaming, contributing to a published roundtable for iGaming Republic alongside executives and analysts from across the sector, demonstrating a level of professional standing that extends beyond content production into broader industry discourse.
Specialisation and Areas of Coverage
Online Casino and Slot Reviews
Liam’s casino coverage is grounded in direct product testing. He evaluates platforms based on licensing, game libraries, bonus structure, withdrawal processing times, and customer support quality, not on commercial relationships or affiliate incentive. His slot reviews focus on verified RTP data, volatility profiles, and actual gameplay mechanics rather than promotional descriptions supplied by developers.
Sports Betting and Sportsbook Analysis
Sports betting is where Liam’s background as a sports journalist is most visible. Having spent years covering professional football before moving into betting content, he evaluates sportsbooks with an understanding of how odds are constructed, what margin structures look like across different markets, and how the betting experience changes depending on the sport and competition in question. He is also a recreational bettor himself, which means his assessments of platform usability, live betting interfaces, and cash-out functionality come from real use rather than theoretical evaluation.
iGaming News and Industry Reporting
Liam’s NCTJ background positions him to do something that many affiliate writers do not: cover breaking news. He has reported on regulatory changes, operator licensing decisions, and industry developments with the same approach he would apply to any journalistic beat, prioritising confirmed information over speculation and including context that helps readers understand the significance of what has changed.
Editorial Independence and Approach
Liam operates as a freelance journalist, which means he is not a salaried employee of any operator, casino group, or betting company. His assessments are not subject to editorial direction from commercial partners, and no affiliate arrangement influences the conclusions he reaches in a review or article.
When Liam recommends a casino or sportsbook, that recommendation reflects his own assessment of the product against a consistent set of criteria. When a platform has weaknesses, those weaknesses are documented in the text. The goal is to give readers the information they need to make their own decisions, not to steer them towards any particular outcome.
Any content produced under editorial commission is reviewed for factual accuracy and clearly attributed. Liam does not publish sponsored content without disclosure, and he does not alter review scores or conclusions in response to commercial feedback.
Responsible Gambling
Liam’s coverage of iGaming consistently reflects an awareness that gambling carries real risk for a portion of the population. He does not produce content that encourages excessive betting, downplays the house edge, or presents gambling as a reliable source of income. His guides and reviews include accurate information about how the products work, including the maths that underpins them, because informed readers make better decisions.
If you or someone you know is experiencing difficulties related to gambling, free support is available in Australia through the National Gambling Helpline: 1800 858 858, available 24 hours a day, seven days a week.
Publications and Selected Work
Liam’s byline has appeared across a wide range of outlets covering both iGaming and mainstream sports media. A selection of platforms where his work has been published:
- talkSPORT
- The Sun
- FourFourTwo
- The Game Day
- Gambling.com
- Casino Guru
- AskGamblers
- World Sports Network
- Gambling Zone
- Nostrabet
- Tight Poker
- iGaming Republic (industry roundtable contributor)
He is also the author of Stay Lucky: A Complete Guide to Online Sports Betting (2020).
Contact the Author
Liam is available for freelance commissions, editorial contributions, and industry commentary across iGaming, sports betting, and related topics. He works with operators, affiliate publishers, media outlets, and B2B companies requiring content that meets journalistic standards and holds up to editorial scrutiny.
For professional enquiries, you can reach Liam via his LinkedIn profile or through the relevant editorial contact on whichever platform his work is being commissioned for.