Product Update

Is Gaming Alerts Still in Business? (2026 Update)

Is Gaming Alerts from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Gaming Alerts today.

Dragons' Den IndexUpdated 10 July 20266 min read

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Gaming Alerts pitched in series 5 of Dragons' Den and walked away with one of the bigger cheques of the show's early years, £200,000 from Theo Paphitis for 30 percent of the company. Nearly two decades on, the answer to whether it is still around is straightforward: it is not. This is one of the cases where the on-air win did not translate into a lasting business.

The short answer

Gaming Alerts is no longer in business. Companies House records show Gaming Alerts Limited was dissolved on 20 September 2011, roughly three years after the Dragons' Den investment closed, and the company's website has been offline for years.

That puts Gaming Alerts among the deals that got a Dragon's money and the TV moment but did not survive as a going concern once the cameras and the investment ran their course.

The Dragons' Den pitch

Gaming Alerts appeared in series 5, episode 2, pitching in the Tech & Software category as a gaming and bingo affiliate website. The founders asked for £200,000 in exchange for 30 percent equity, a large stake to match a large cheque.

The pitch landed with Theo Paphitis, who put up the full £200,000 asked and took the 30 percent on offer without renegotiating.

The deal that got done

Theo Paphitis, who made his name in retail turnarounds before joining the Den, was a plausible backer for an online affiliate business chasing search traffic and referral revenue, even though the category sits outside his more typical retail wheelhouse. The deal closed at exactly the terms asked, £200,000 for 30 percent.

It was, at the time, one of the larger deals the show had handed out, and it reflected genuine confidence from Paphitis in the business model.

What went wrong after the cameras stopped

The business model behind Gaming Alerts depended heavily on ranking highly in search results for competitive gambling and bingo keywords, a strategy that gets harder, not easier, over time as bigger operators outspend smaller affiliates on marketing and search visibility. Public discussion from people following the company at the time describes the business struggling to hit the search rankings its model needed to work.

Whatever the exact cause, the outcome is on the public record. The company was dissolved in 2011, and its website has not operated in years. Investment and a Dragon's backing were not enough to keep the underlying model competitive.

Where things stand now

Gaming Alerts pitched in series 5, asked for £200,000 for 30 percent, and closed that exact deal with Theo Paphitis. It is not a still-open success story. Companies House confirms the company was dissolved in 2011, and there is no active website or storefront today.

If you came here hoping to buy from or use Gaming Alerts, there is nothing left to find. This is one of the pitches that got a deal on the night and did not make it to the finish line afterward.

Where to buy Gaming Alerts

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See the full Gaming Alerts deal breakdown and term sheet →