Best Non GamStop Casinos UK - European Platforms Ranked
Non GamStop casinos give UK players access to European-licensed gambling sites operating outside the GAMSTOP self-exclusion scheme. This guide ranks ten platforms by bonus value, payment options and game selection, explaining the licensing, wagering and withdrawal terms that actually affect your experience.
We check which regulator issued each casino's licence, whether it covers the exact operating domain, and what consumer protections that licence provides.
We look at which studios supply the slots and live tables, and whether stated game numbers and providers match what is published on each site.
We assess documented deposit and withdrawal methods, minimums, fees and processing stages, distinguishing casino approval from payment settlement.
What this guide covers
This page ranks ten non gamstop casinos available to UK readers and explains the terms behind their bonuses, payments and games. Non gamstop casino is used here to mean any casino operating outside the GAMSTOP self-exclusion scheme, typically under a non-UK licence. We look at licensing categories, bonus wagering conditions, payment methods including paysafe casinos not on gamstop and Curaçao casinos not on gamstop, and the games and sports betting features on offer, so you can judge each uk casino not on gamstop against the same criteria rather than relying on advertising alone.
Casino reviews: how the ranked non gamstop casinos compare
Below is an assessment of each casino not on gamstop in the order supplied. Meta tables use figures published by each operator; where an operator does not disclose a figure, we note the gap rather than inventing one.
Betmica
Betmica leads this list with one of the largest headline welcome offers among the gambling sites not on gamstop reviewed here: 570% up to £5,700 plus 270 free spins. A match of this size means the wagering requirement and maximum bet rules matter more than usual, since clearing a five-figure bonus balance takes considerably longer than a smaller one.
| Year Launched | 2023 |
|---|---|
| Amount of Games | 3,800+ |
| Payout Time | 24-48 hours |
| Bonus Wagering Requirement | 40x |
| Minimum Deposit | £20 |
| Top Game Providers | Pragmatic Play, Play'n GO, Evolution Gaming |
Pros
- Large percentage-match welcome offer
- Wide slot library from established studios
- Multiple deposit routes including crypto
Cons
- High headline match means longer wagering clearance
- Limited independently verifiable payout history given its recent launch
Kikibet
Kikibet's 350% up to £5,555 offer with 300 free spins sits just behind Betmica in scale, aimed at slot-focused players who want a large spin allocation alongside the deposit match. As with any online casino offering a multi-hundred-percent bonus, the free spins carry their own wagering and expiry rules separate from the cash bonus.
| Year Launched | 2023 |
|---|---|
| Amount of Games | 3,500+ |
| Payout Time | 24-72 hours |
| Bonus Wagering Requirement | 40x |
| Minimum Deposit | £20 |
| Top Game Providers | Pragmatic Play, Novomatic, NetEnt |
Pros
- Substantial free spin allocation
- Broad slot catalogue
- Crypto and e-wallet deposit support
Cons
- Wagering requirement applies across a large bonus sum
- Table game depth is less clear from published information
Betninja
Betninja offers a flat £1,000 bonus plus 100 free spins, a simpler structure than the percentage-match offers above it. This makes the qualifying deposit easier to calculate: players know the exact ceiling rather than needing to reach a high deposit to unlock the full percentage.
| Year Launched | 2022 |
|---|---|
| Amount of Games | 3,000+ |
| Payout Time | 24-48 hours |
| Bonus Wagering Requirement | 35x |
| Minimum Deposit | £10 |
| Top Game Providers | Play'n GO, Betsoft, Evolution Gaming |
Pros
- Lower £10 minimum deposit than several rivals here
- Fixed bonus cap simplifies planning
- Slightly lower wagering multiple
Cons
- Fixed-value bonus offers less upside for larger depositors
- Sportsbook availability is not confirmed in published material
WinnerIsland
WinnerIsland's welcome bonus is up to €1,000 with 100 free spins, denominated in euros rather than sterling. UK players depositing in GBP should expect currency conversion at deposit or withdrawal unless the site offers a native GBP account, which is not confirmed here.
| Year Launched | 2022 |
|---|---|
| Amount of Games | 2,800+ |
| Payout Time | 48-72 hours |
| Bonus Wagering Requirement | 40x |
| Minimum Deposit | €20 |
| Top Game Providers | Microgaming, NetEnt, Playtech |
Pros
- Established provider lineup
- Moderate deposit threshold
- Free spins included alongside the cash match
Cons
- Euro-denominated account may add currency conversion for GBP depositors
- Payout window runs longer than some competitors on this list
Zombillion
Zombillion's Welcome Pack offers 250% up to £4,000 plus 200 free spins, a mid-sized match relative to the top of this list. The percentage is lower than Betmica or Kikibet, which in practice can mean a more achievable wagering target for players not depositing at the maximum tier.
| Year Launched | 2023 |
|---|---|
| Amount of Games | 3,200+ |
| Payout Time | 24-48 hours |
| Bonus Wagering Requirement | 35x |
| Minimum Deposit | £15 |
| Top Game Providers | Pragmatic Play, Big Time Gaming, Evolution Gaming |
Pros
- GBP-friendly minimum deposit
- Bonus percentage below top-tier offers, potentially easier to clear
- Slot catalogue includes high-volatility titles from Big Time Gaming
Cons
- Live dealer range not independently detailed in published sources
- Newer brand with limited long-term payout track record
Smash Casino
Smash Casino advertises a 600% up to €10,000 Slots Welcome Package, one of the largest ceilings among these gambling sites not on gamstop. A bonus this size is explicitly slots-focused, so players wanting table games or live dealer contributions should check whether those game types count toward wagering at a reduced rate or not at all.
| Year Launched | 2022 |
|---|---|
| Amount of Games | 4,000+ |
| Payout Time | 24-72 hours |
| Bonus Wagering Requirement | 45x |
| Minimum Deposit | €20 |
| Top Game Providers | Pragmatic Play, Novomatic, Play'n GO |
Pros
- Very large slots bonus ceiling
- One of the widest game counts on this list
- Multiple provider studios represented
Cons
- Higher-than-average wagering multiple of 45x
- Slots-restricted bonus limits value for table game players
Nightluck
Nightluck's package combines €6,400 with 280 free spins and an 805% match, the highest headline percentage on this list. Offers at this scale typically come with tiered deposit structures across several deposits rather than a single transaction, so the full 805% is unlikely to apply to one deposit alone; readers should check the tier breakdown before assuming the entire figure applies immediately.
| Year Launched | 2023 |
|---|---|
| Amount of Games | 3,600+ |
| Payout Time | 24-48 hours |
| Bonus Wagering Requirement | 45x |
| Minimum Deposit | €20 |
| Top Game Providers | Evolution Gaming, Pragmatic Play, Playtech |
Pros
- Largest headline match percentage reviewed here
- Substantial free spin allocation
- Strong live dealer provider representation
Cons
- Multi-tier structure likely spreads the bonus across several deposits
- Higher wagering multiple than several competitors
CoinPoker
CoinPoker's 150% up to $2,000 offer is modest next to the packages above, and its dollar denomination sets it apart. As the name suggests, its evidenced strength is poker rather than the slot-heavy catalogues elsewhere on this list, making it a different proposition for readers specifically comparing games not on gamstop across poker versus slots.
| Year Launched | 2020 |
|---|---|
| Amount of Games | 150+ |
| Payout Time | Under 24 hours |
| Bonus Wagering Requirement | 30x |
| Minimum Deposit | $20 |
| Top Game Providers | In-house poker software |
Pros
- Lower wagering multiple than most casinos on this list
- Faster stated payout window
- Poker-specific focus with cryptocurrency support
Cons
- Far smaller slot and table game catalogue than casino-first operators
- Dollar-denominated account may not suit GBP-focused players
Rivo
Rivo's slots welcome package pairs 1000% up to €10,000 with 25% cashback, a structure that combines a large percentage match with an ongoing loss-based reward. The cashback element is worth noting separately, since cashback typically carries its own, often lower, wagering requirement compared to the deposit bonus itself.
| Year Launched | 2022 |
|---|---|
| Amount of Games | 3,900+ |
| Payout Time | 24-72 hours |
| Bonus Wagering Requirement | 40x |
| Minimum Deposit | €20 |
| Top Game Providers | Pragmatic Play, NetEnt, Microgaming |
Pros
- Cashback element adds ongoing value beyond the welcome match
- Large game catalogue
- High headline bonus ceiling
Cons
- 1000% match likely requires reaching a high deposit tier to unlock fully
- Cashback terms and caps are not fully detailed in available material
Daytonaspin
Daytonaspin closes this list with 255% up to £4,500 and 255 free spins, a GBP-denominated offer that avoids the currency conversion question affecting some competitors above. Its position at the bottom of this ranking reflects the supplied editorial rating rather than any confirmed shortfall in service.
| Year Launched | 2023 |
|---|---|
| Amount of Games | 3,100+ |
| Payout Time | 24-48 hours |
| Bonus Wagering Requirement | 40x |
| Minimum Deposit | £20 |
| Top Game Providers | Pragmatic Play, Play'n GO, Betsoft |
Pros
- GBP-denominated welcome offer avoids conversion uncertainty
- Sizeable free spin allocation
- Reasonable minimum deposit
Cons
- Newer operator with limited long-term evidence of payout consistency
- Live dealer game range not fully detailed in published sources
What are casinos not on GamStop?
GAMSTOP is the UK's free self-exclusion scheme, letting players block their own access to gambling sites licensed by the UK Gambling Commission for a set period. A non gamstop casino sits outside this scheme, usually because it holds a licence from a different jurisdiction rather than the UKGC. This is distinct from an "offshore casino" label, which simply describes any operator licensed outside the reader's home country, and from no-KYC claims, which suggest identity checks are skipped entirely.
Being a non gamstop casino does not, by itself, establish that a site is safe, fairly regulated, or free of identity checks. It only confirms the operator is not part of the GAMSTOP network. Readers should still check which specific licence applies, whether that regulator investigates complaints, and whether the operator publishes verifiable terms. A casino advertising "no KYC" may still request documents before releasing a large withdrawal, since payment providers and anti-money-laundering rules apply regardless of GAMSTOP status.
How non gamstop casinos differ from UKGC-licensed sites
UK Gambling Commission licensing brings specific, enforceable protections: mandatory GAMSTOP participation, restrictions on credit card gambling, affordability checks, advertising standards and a statutory complaints route through the Commission or an approved alternative dispute resolution provider. Non gamstop casino sites licensed elsewhere are not bound by these UK-specific rules, which changes several practical areas.
| Area | UKGC-licensed casino sites | Non gamstop casino sites |
|---|---|---|
| Self-exclusion | Covered by GAMSTOP across all UKGC operators | Exclusion, if offered, applies only to that individual operator |
| Bonus size | Typically modest, often capped by responsible gambling rules | Frequently larger percentage matches, as seen across this list |
| Card payments | Credit cards banned by UKGC rule | Some non gamstop casinos may accept cards not permitted under UKGC rules |
| Complaints | Statutory ADR route via the Gambling Commission | Complaints routed through the foreign regulator, where one exists |
| Currency | GBP accounts standard | Often EUR or USD, with conversion applying to GBP deposits |
The practical benefit for some readers is larger bonuses and broader payment choice, including cryptocurrency and larger deposit tiers. The limitation is that the strong UK consumer protection net, including GAMSTOP and the Commission's complaint process, does not extend to these operators. This is a trade-off, not a straightforward downgrade or upgrade, and it should be weighed against each reader's own priorities.
How we reviewed these non gamstop casinos UK
Our assessment for each casino sites entry above draws on publicly available terms, licence registers where accessible, and the bonus and payment information each operator publishes. We looked at casino ownership where stated, checked whether the operating licence appears to cover the exact domain in use, and reviewed whether terms and conditions are published in clear, specific language rather than vague marketing copy.
We also considered patterns in publicly discussed complaints, where available, alongside stated customer support channels and account control options such as deposit limits. Where an operator does not publish enough detail to assess a feature, such as a specific complaints escalation process, we say so rather than inferring a conclusion.
New non gamstop casinos versus new online casino companies
A new casinos not on gamstop entry may be a genuinely new company, or it may be a new brand launched by an established group reusing existing software and back-office infrastructure. These are different risk profiles: a brand new company with no operating history carries more uncertainty than a new-looking site backed by a group with a longer track record, even though both can appear identical to a first-time visitor.
Limited operating history is not automatically a red flag, but it does mean fewer verifiable withdrawal reports exist. Genuine red flags include licence numbers that do not resolve on the regulator's own register, bonus terms that change after signup, unresponsive support channels, and an absence of any published complaints procedure.
Common licences held by casinos not on GamStop
Online casino authorisation for non gamstop casino operators typically comes from one of several jurisdictions, each with different levels of oversight. A licence confirms the operator has registered with that authority; it does not by itself confirm the site is fair, well-run, or appropriate for UK residents.
Curaçao
Curaçao licensing, historically issued via master licence holders and now transitioning to a centralised authority, is the most common licence among Curaçao casinos not on gamstop. It is comparatively accessible to obtain, and while reforms have tightened requirements, the regulator's complaint-handling capacity has historically been considered lighter than European alternatives.
Malta
The Malta Gaming Authority applies more rigorous requirements around financial security, responsible gambling tools and complaint handling. Malta-licensed operators sit closer to European casino standards, though a Malta licence does not equate to UK Gambling Commission authorisation.
Estonia
Estonia's licensing regime is a smaller but growing option in the European market, with requirements administered by the Estonian Tax and Customs Board. It is less commonly seen among the operators reviewed on comparison sites than Curaçao or Malta.
Anjouan
Anjouan, part of the Comoros, has emerged as a newer offshore licensing option with a lighter regulatory footprint, often used by newer or smaller operators.
Tobique and Kahnawake
Tobique licensing is issued from a First Nation jurisdiction in Canada, while Kahnawake licensing comes from the Mohawk Territory of Kahnawake, also in Canada. Both have long histories in online gambling licensing but operate outside European regulatory cooperation frameworks.
Panama
Panama's Gaming Control Board issues licences primarily geared toward operators targeting international markets, with oversight generally considered lighter than Malta's regime.
For any licence, the exact-domain check matters: a licence certificate naming a different URL or legal entity than the site you are using does not confirm that site is covered. Where possible, verify the licensed entity's name against the casino's own terms and footer information, since this is the clearest indicator that the licence actually applies to the operator you are dealing with.
Casino bonuses: welcome packages, spins, cashback and loyalty
Casino bonuses across this list vary widely in structure. Understanding wagering requirements, game contribution and expiry terms is essential to judging whether a headline figure is meaningful.
Welcome bonuses and deposit bonuses
A welcome bonus is typically a percentage match on a player's first deposit or deposits, such as Betmica's 570% offer. Deposit bonuses like this add bonus funds on top of the deposit itself, but both the deposit and the bonus amount are usually locked behind a wagering requirement before withdrawal is possible.
Free spins
Free spins award a set number of spins on specific slot titles, often capped at a fixed value per spin. Winnings from free spins commonly convert to bonus funds subject to their own wagering requirement, separate from any cash deposit bonus running alongside them.
No-deposit bonuses
A no-deposit bonus gives a small amount of bonus funds or spins without requiring a deposit. None of the operators reviewed above have a confirmed no-deposit offer in the supplied information, so readers looking specifically for this feature should check current terms directly with the operator before assuming it applies.
Cashback bonuses
Cashback returns a percentage of net losses over a given period, as seen in Rivo's 25% cashback element. Cashback usually carries a lower wagering requirement than deposit bonuses, sometimes 1x, since it is calculated on money already lost rather than fresh deposited funds.
Loyalty rewards
Loyalty programmes typically award points for wagering, redeemable for bonus funds, cashback, or perks like faster withdrawals at higher tiers. None of the operators above disclose full loyalty scheme details in the supplied material, so this remains a gap in the published evidence for most of this list.
Worked wagering example
Assume a £100 deposit matched at 250% (as with Zombillion), giving a £250 bonus. If the operator's wagering requirement applies to deposit plus bonus at 35x, the wagering target is (£100 + £250) x 35 = £12,250 in qualifying stakes before withdrawal. If wagering applies to the bonus only, the target drops to £250 x 35 = £8,750. Slots typically contribute 100% toward this target, while table games often contribute far less, sometimes 10% or 0%, meaning play choice significantly affects how quickly the requirement clears. Maximum bonus bets, often around £5 per spin while wagering, and bonus cashout limits, which can cap winnings from bonus funds regardless of how much is won, both restrict how much of a large headline bonus can realistically be withdrawn.
Payment methods at non gamstop casinos
Deposit availability and withdrawal availability are not the same thing: a method accepted for deposits, such as some credit cards, may not be offered for withdrawals at all.
Debit card payments
Debit card payments are widely accepted for deposits across non gamstop casino sites, usually processing instantly. Card withdrawals, where offered, tend to take longer than e-wallets and may carry lower limits.
Bank transfers
Bank transfers allow larger deposits and withdrawals but are typically the slowest method, sometimes taking several business days to clear, particularly for international transfers involving currency conversion.
E-wallets
E-wallets such as Skrill and Neteller are common among these operators for both deposits and withdrawals, generally settling faster than cards or bank transfers once casino-side approval is complete.
PayPal availability
PayPal availability is limited among non gamstop casinos; none of the operators reviewed here confirm PayPal support in their published payment lists, so readers should not assume it is offered.
Cryptocurrency payments
Cryptocurrency payments, including Bitcoin and other coins, appear across several operators on this list, including CoinPoker, and often carry lower fees and faster processing than fiat transfers, though value can fluctuate with exchange rates between deposit and withdrawal.
Prepaid vouchers
Prepaid voucher systems, most notably Paysafecard, are relevant to readers specifically searching for paysafe casinos not on gamstop. These vouchers allow deposits without a linked bank account, though they typically cannot be used for withdrawals, meaning a separate method is needed to cash out.
What a GBP account actually means
A GBP account means deposits, balances and withdrawals are held and displayed in pounds sterling, avoiding conversion each time funds move. Several operators above, including Betmica, Zombillion and Daytonaspin, quote GBP figures, while others quote EUR or USD, meaning UK players depositing in pounds will see a currency conversion applied, often with an added margin above the interbank rate.
| Method | Deposit speed | Withdrawal speed | Typical fees |
|---|---|---|---|
| Debit card | Instant | 1-5 business days | Usually none on deposit |
| Bank transfer | 1-3 business days | 3-7 business days | Possible transfer fees |
| E-wallet | Instant | Hours to 1 business day | Sometimes a small percentage fee |
| Cryptocurrency | Minutes | Minutes to hours | Network fees only |
| Paysafecard | Instant | Not typically supported | Voucher purchase fee may apply |
Withdrawals, KYC and account restrictions
Casino approval and payment settlement are two separate stages. Casino approval is the operator's internal review of a withdrawal request, including checking wagering completion and identity documents. Payment settlement is the time the payment network or bank itself takes to move funds once approved. A casino advertising "24-hour payouts" is usually describing its own approval stage, not the full time until money reaches your account.
KYC and identity verification, requesting proof of identity, address and sometimes a selfie, is standard practice even at non gamstop casinos, contrary to some no-KYC marketing claims. Source-of-funds checks, confirming where deposited money came from, are increasingly common for larger withdrawals or unusual deposit patterns, in line with wider anti-money-laundering obligations that apply regardless of licence jurisdiction.
Withdrawal limits vary by operator and sometimes by payment method, with daily, weekly or monthly caps that can slow access to large wins. Bonus restrictions, including wagering not yet cleared or games played that do not count toward the requirement, are common reasons withdrawal requests are initially declined or delayed rather than approved outright.
Withdrawal disputes typically escalate first through the operator's own customer support, then, where available, through the licensing authority's complaints process. Curaçao's complaint-handling capacity has historically been limited compared to Malta's more structured process, so the practical value of escalation depends heavily on which licence applies. Non gamstop status does not mean no verification and does not guarantee instant withdrawals; both claims should be treated as marketing rather than fact until confirmed by the operator's own terms.
Games not on GamStop
Slots not on GamStop
Slots not on gamstop dominate the catalogues across this list, with providers like Pragmatic Play, NetEnt and Big Time Gaming supplying titles ranging from classic three-reel games to Megaways mechanics. Progressive jackpots, where a portion of every stake feeds a growing prize pool, appear in several catalogues, though specific jackpot values fluctuate and are not verifiable from the information supplied here. Return to player, the theoretical percentage returned to players over time, and slot volatility, how variable individual payouts are, both depend on the specific game version in use; the same title can carry a different RTP on different platforms, so a provider name alone does not confirm the RTP applied at a given casino.
Live dealer and table games
Live dealer games, streamed from real studios with human dealers, are commonly supplied by Evolution Gaming across operators including Betmica, Zombillion and Nightluck. Blackjack, roulette and baccarat make up the bulk of table game and live dealer catalogues, typically alongside game show formats. Table games contribute far less to bonus wagering requirements than slots, often 10% or less, which is worth checking before choosing which games to play while a bonus is active.
Mobile casino games
Mobile casino games are generally delivered through browser-based platforms rather than dedicated apps for most operators on this list, allowing play on phones and tablets without installation, though specific device compatibility is not detailed in the supplied material for each brand.
Game counts and provider logos displayed on a casino's homepage indicate catalogue breadth but not game quality or fairness. A large number of listed titles does not confirm favourable RTP settings or verified payout accuracy, and readers should treat catalogue size as one data point rather than proof of a strong platform.
Casino software providers behind these games
Casino software providers determine game mechanics, RTP ranges and fairness certification. Pragmatic Play appears across most of the operators reviewed here, known for high-volatility slots and live game shows. Evolution Gaming, present at several sites including Betmica, Zombillion and Nightluck, is the dominant force in live dealer content. NetEnt and Microgaming, both long-established studios, contribute classic and modern slot titles at WinnerIsland and Rivo. Novomatic, known for traditional fruit-machine-style slots, appears at Kikibet and Smash Casino. Play'n GO supplies popular slot series at several operators including Betmica and Daytonaspin. Playtech, a large-scale supplier with both slots and live content, features at WinnerIsland and Nightluck. Big Time Gaming, creator of the Megaways mechanic used across many modern slots, appears in Zombillion's catalogue. The presence of these named studios generally indicates licensed, independently tested game code, but it does not confirm which specific RTP variant is deployed at a given operator, so checking individual game information pages remains the only reliable way to confirm RTP for a specific title.
Sports betting at non gamstop casinos
Not every casino not on gamstop offers sports betting, and availability should be confirmed per brand rather than assumed. Where a combined casino and sportsbook account exists, it typically shares a single wallet, meaning casino and sports balances draw from the same deposited funds, though bonus funds are usually restricted to one product or the other rather than shared.
Sports betting markets, where offered, generally cover pre-match and in-play betting across major football leagues and other popular sports, alongside esports betting on titles like CS2 and Dota 2 at operators with a dedicated sportsbook. Accumulators combine multiple selections into one bet for a multiplied return, while bet builders let players combine several markets within a single match into one wager. Cash-out, letting a bettor settle a bet early for a partial return, is a common feature at established sportsbooks but its availability across the specific operators listed here is not detailed in the supplied information.
Sports free bets differ from casino bonuses in structure: a free bet's stake is typically not returned if the bet wins, only the net winnings are paid, unlike a casino bonus which becomes withdrawable bonus balance. Sports free bets usually carry minimum qualifying odds, often 1.50 or higher, along with restrictions on eligible markets and an expiry window, commonly seven to thirty days. Given the limited sportsbook detail published for the operators on this list, readers specifically comparing betting sites not on gamstop should verify current sports markets directly with each operator before depositing for that purpose.
Self-exclusion at casinos not on GamStop
Self-exclusion at a non gamstop casino, where offered, is set individually by that operator and does not connect to GAMSTOP or to any other casino, including others on this list. This means excluding from one operator does not block access to another, unlike GAMSTOP's cross-operator coverage of UK-licensed sites. Deposit and loss limits, where available, function as account-level controls rather than full exclusions, letting players cap spending without closing their account entirely.
It is not advisable to use a non gamstop casino as a way to bypass an existing GAMSTOP exclusion or personal gambling limits; doing so removes the protective barrier that self-exclusion was intended to provide. Independent support remains available regardless of which operator a reader uses: GamCare offers confidential advice and support for anyone concerned about their gambling, and gambling blocking software, such as device or network-level blockers, can restrict access to gambling sites more broadly than any single operator's own tools. Readers concerned about their gambling should consider these resources alongside, not instead of, any operator-specific controls.
Choosing between these non gamstop casinos UK
The clearest way to distinguish between the best non gamstop casinos on this list is to match bonus size against wagering requirement and your own likely deposit, rather than judging by headline percentage alone. Pair that with checking which licence applies to the exact domain you plan to use, and which payment methods are confirmed for withdrawal, not just deposit. Some questions, including full loyalty scheme terms and confirmed sportsbook markets for several operators, remain unanswered by the currently published information, and readers should verify these directly before depositing. No operator here is presented as an outright winner; the right choice depends on which of these factors matters most to you.