There are several ways to value the site :
1/ Sell it via auction
Clearly it’s the most accurate way to value the site – you get real market value – but you no longer have the site.
2/ Earnings Multiple
Well established sites with good traffic and multiple income streams can be valued according to the money that they bring in.
The site is effectively like a small business and you should have metrics like revenue (you mentioned 60K), and net profit, once spending costs and salaries have been factored in.
Unfortunately, within the gambling industry there are lots of changes occuring all the time and lots of potential pitfalls for a site, so even with a quality site the values for sites are quite low because there is significant risks.
A number like 2x annual net profits would be a reasonable valuation for a site in the state you described.
So a site with annual revenue of 60,000 and net profit of 40,000 is worth around 80,000 to a serious buyer.
3/ Traffic
With an Alexa rating of around 80,000 you probably have traffic of around 5,000 to 10,000 pages per day. That’s good traffic and someone might be interested in your site for its potential – thinking that they can attract better earnings.
When dot com was booming – I heard stories of people buying sites valued at $20 per unique visitor … massive big US deals in mainstream. These days things have calmed down but a figure of $5 per monthly visitor unique might still be achievable in a valuable niche.
If you were doing (say) 200,000 pages served to (say) 50,000 visitors and had (say) 10,000 unique monthly visitors then those are stats that would be valued that way. Note that here people are paying for unique readers, not number of pages.
So a site with 10,000 unique readers each month that are doing more than just bouncing off your site might be worth around $50,000 to a buyer valuing this way.
That’s three generic ways to value a site, but as some of the early responders have mentioned, its only a very rough guide as there are all sorts of things that might affect valuations.
The more stable your site is, the more organised it is, if you have annual accounts, and operations manuals and detailed notes … then the better the value will be.
A website that is basically all run out of one persons knowledge and brainpower with no processes or documentation of earnings is so tied to that person that it’s value is much smaller than a site that has been managed professionally.
These are just my observations on what I’ve seen – I hope that helps a bit
