Alan James Kendall, Author at Lucky Block Casino
Alan James Kendall has spent the better part of two decades working inside the iGaming industry, not observing it from the outside. That distinction matters. His content is grounded in direct, practical knowledge of how online casinos operate, how sportsbooks structure their offers, how affiliate models work, and what regulated markets actually require from operators and their content. He writes for readers who need accurate, usable information, and for search engines that are increasingly good at telling the difference.
Professional Background
Alan is based in Liverpool, UK, and works independently through his registered company, AJKENDALL.COM LTD. He has been active in the iGaming content space for over 18 years, covering a period that spans the early days of online gambling through to the complex, multi-jurisdictional regulated environment that exists today.
His work spans both company-owned gambling platforms and third-party affiliate sites. He writes across the full range of iGaming verticals: online casino, slots, live dealer, table games, sports betting, and sportsbook product reviews. In recent years, a significant portion of his output has focused on the North American market, particularly Canada, where he covers licensed operators, software providers, game libraries, bonus structures, and responsible gambling frameworks for Canadian players.
Alan studied Web Design, SEO, Computing and Networking, and Business at The City of Liverpool College. That technical foundation directly informs how he approaches content: with an understanding of site architecture, search intent, and the mechanics of how content performs, not just how it reads.
Areas of Specialisation
Alan’s expertise covers the following areas specifically:
Casino and Games Content – In-depth reviews of online casino platforms, game mechanics explanations, RTP analysis, software provider profiles, and slot walkthroughs. He understands the product side of iGaming at a level that allows him to write with precision about volatility, payline structures, bonus rounds, and game certification.
Sports Betting and Sportsbook Reviews – Comparative analysis of sportsbook products, odds formats, betting market depth, live betting features, and payout processes. His sports betting content is written for readers who already understand the space and are comparing specific operators.
Affiliate and SEO Content Strategy – Alan has extensive experience writing for affiliate sites operating in regulated markets. He understands the compliance considerations, editorial requirements, and search intent patterns specific to gambling content targeting Canadian, UK, and international audiences.
Regulated Market Coverage – With Canadian gambling regulation continuing to evolve at the provincial level, Alan keeps current with licensing developments, operator approvals, and the shifting legal landscape across Ontario and other provinces.
Editorial Independence and Principles
Alan does not accept payment for positive reviews or rankings. Operators and software providers covered in his content are evaluated against consistent criteria regardless of any commercial relationship a publishing site may have with them. When affiliate links are present on a page, that relationship is disclosed clearly, in line with standard editorial practice for gambling content.
His assessments are based on direct evaluation criteria: licensing status, software quality, bonus terms and conditions, customer support responsiveness, payment processing speed, and responsible gambling tools available to players. Personal opinion is separated from factual description, and claims are supported by verifiable information where possible.
Alan does not write content promoting unlicensed operators, and he does not produce material that targets vulnerable individuals or misrepresents gambling risk. Any content covering bonuses or promotions includes the relevant terms and conditions, so readers can make informed decisions rather than acting on incomplete information.
Responsible Gambling Commitment
Alan treats responsible gambling as a non-negotiable part of any iGaming content he produces. Reviews and guides include reference to the tools available to players, including deposit limits, self-exclusion options, and access to support organisations. He does not write copy that minimises gambling risk or presents gambling as a guaranteed source of income.
For Canadian readers, this includes reference to provincially available resources and the self-exclusion programs operated by licensed platforms in Ontario and other regulated markets.
Published Work
Alan has contributed content to a range of iGaming affiliate and review sites targeting UK, Canadian, and international audiences. His published work includes operator reviews, slot and game guides, sportsbook comparisons, responsible gambling explainers, and market-specific content covering licensing and regulation.
If you are a publisher or editor and want to verify Alan’s publication history or discuss a specific project, you can reach him directly using the contact details below.
Contact Alan James Kendall
Alan is available for freelance iGaming content projects, including long-form casino and sportsbook reviews, SEO-focused gambling content, affiliate site copy, and regulated market guides for Canadian audiences.
Company: AJKENDALL.COM LTD Location: Liverpool, United Kingdom LinkedIn: linkedin.com/in/alan-james-kendall-6b062b239 Availability: Open to new projects. Response time is typically within one to two business days.
If you are a gambling site, affiliate network, or digital publisher looking for a content writer with direct industry knowledge and an established track record in regulated markets, Alan is open to discussing your requirements.