Reviewer profile · Casino Guru · CardiffReviewed: October 2026

Kian Ashworth

Content Editor at Casino Guru

Kian checks that Casino Guru's reviews are fair: every fact verified, the fine print explained and a score that doesn't depend on who is paying. He has spent ten years evaluating online product reviews, before that at a digital banking comparison site and as a freelance consumer journalist.

VerdictFair. Clear. Checked.
Kian Ashworth, Content Editor at Casino Guru, talking in a café in Cardiff
Kian Ashworth, Cardiff

How he scores a review

Five criteria, one weight each

The criteria and the weights he uses when he edits a review. No score goes out without a written reason for every one of them.

  1. Accuracy

    30%

    Every fact, fee and term checked against the source.

  2. Transparency

    25%

    Methodology published, affiliate links disclosed, dates shown.

  3. Independence

    20%

    Scores that don't move with commercial pressure.

  4. Completeness

    15%

    The fine print covered, not just the headline offer.

  5. Readability

    10%

    Plain language a tired reader can follow.

Signals

What he looks for, and what makes him suspicious

Green flags

  • A published methodology
  • Scores with reasons, not just stars
  • Terms and wagering requirements explained in full
  • Corrections dated and visible

Red flags

  • Five stars for everything
  • Bonus terms hidden at the bottom of the page
  • Scores that rise with the commission
  • No date, no author, no method

Books

Three books, written with the same method

On fair reviews, on consumer journalism and on eating well in Wales. All three are written in English.

All books →

Off the clock

Running the Taff Trail, judging the chips

Kian runs along the Taff Trail, through Bute Park and around Cardiff Bay, and writes opinions nobody asked for about other people's cooking, which his friends politely call amateur food criticism. That is where his book Second Helpings came from.

Kian Ashworth at a market stall
Fieldwork for Second Helpings.

Spec sheet

Title
Content Editor, Casino Guru
Experience
10 years evaluating the fairness and editorial quality of online reviews
Before Casino Guru
Quality editor at a digital banking comparison site; freelance consumer journalist
Education
Bachelor's in Journalism, Cardiff University (2010–2014)
Languages
English (native) and basic Welsh
Born in
Manchester, United Kingdom
Based in
Cardiff, Wales
Outside work
Running, amateur food criticism
Write to Kian