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Lee James Gwilliam

Last Updated: 2022/03/29
Lee James Gwilliam

Vice-President

Lee James Gwilliam has over 10 years as a poker player and 5 in the casino industry. He has been all around the industry, working for a casino, writing more than 3,000 articles for various independent review sites and is an active player of slots, live dealer and poker.

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Who is Lee Gwilliam, VP Casino at Casino Source?

Tired of comparison websites that you know are being paid to say positive things? That was me in 2001. I got started in e-commerce, ironically, by accident. Selling on eBay when it launched in the UK. I quickly realised that most sellers had very little knowledge of the products they were selling – but were very effective at marketing. This led to consumers often not getting the product that was the best for their needs – sometimes without even knowing they could have had something more suitable.

At the time I believed that people who had a passion for something could have a viable business model by selling the right product, to the right people through genuine knowledge and expertise, regardless of the industry. Twenty years later I still feel that’s the case and it’s one of the principles behind CasinoSource, that’s why I work here.

I’m a player just like you, who has worked on the inside.

I moved to Malta in 2009, partly because of a great local cash poker scene. During this time, I was still consulting for online comparison sites in the UK but, remote working was not as popular as now and I really wanted to try and focus on working with local clients. This is difficult on an Island as small as Malta – there is neither a Maltese Amazon nor eBay site!

Outside of Poker, I was supplementing the bankroll by testing and reviewing online Poker sites, live dealer casinos and writing reviews of new slot games. I was pretty sure I had a good perspective as a player but I really wanted to know the inner workings of the industry. So, I went off to work in an online casino – customer service, VIP player management, promotions – I got to see how it all really worked from the inside.

Armed with both perspectives, for the last six years, I’ve been working exclusively for comparison websites like CasinoSource to try and bring that insider knowledge to other players. I quickly realised most comparison sites weren’t doing a very honest job and I felt we could compete with that – thousands of players a month on CasinoSource worldwide seem to agree!

What is my work on a day-to-day basis?

The nature of a senior role sadly means I don’t get to spend as much time as I used to test sites or games myself. My job is to recruit, train and lead the CasinoSource team. I’m lucky there, we’ve steadily and carefully collected a really great team of experts from the industry and we will continue to do so.

We can only do so much or grow so fast, especially as we have a slight handicap against our competition that we won’t promote online casinos unless they pass some pretty stringent requirements for both the quality of the product and the way they treat players. A big part of my day-to-day is prioritising our work to try and make sure we bring the maximum value to players at any given time.

FAQ’s (Ask me anything!)

I stopped playing poker seriously a few years ago for a number of reasons. I do favour the purity of the physical game and the challenges that come with that but I no longer have the time to sit for three or four days to play the big tournaments. Online is very different and it doesn’t lend itself that well to my playing style, so I just do that for fun maybe once a week to try and keep the rust off the skills!
I managed a hand pay of a couple of thousand dollars the last time we went to G2E in Vegas to play new slots in 2019 (It was canceled in 2020). I’ve had a couple of decent wins on online slots but I’m still chasing the Mega Moolah Jackpot! My last poker cash was the last serious tournament I played. The 2018 Irish Open main event had 1807 entries. After three days I finally beat the bubble then promptly busted out in 110th for €3000. I was tired by that point and the lack of match fitness really showed.
Whilst I’ve worked in Casino for many years and enjoy it, Poker was my 1st love, I’d really like to one day be part of building the poker scene back to what it was in the early days of online. As more countries regulate that might be possible. Other than that, I really fancy making my own slot game and of course, I want to be able to do what we do with CasinoSource in more countries.
The Buffalo Slot by aristocrat. Damn, I love that game. Every time we are in Vegas, I end up getting drawn back to it and I’ve had two big wins on it over the years. In terms of modern slots I could play NETENT’s Drive slot for hours. I like a little blackjack too and I have a funny roulette strategy. Every time I’m in a casino I place just one roulette bet – on my birthday (The 26th).
Yes! After two decades in online marketing, it’s become a vocation, I guess the same happens to anyone who does something for that long. I’m lucky that I get to apply that experience to an industry that interests me outside the job. I also get a kick out of it that as a player myself I’m able to bring real value to other players with what we do. That said, I’d still rather be hiking than working!