Sebastian Jarosch has a unique view on the job of the casino affiliate market. He believes that affiliate sites should focus less on SEO and more on maximizing user experience. As the founder of Mithrillium Media Ltd., he has dedicated much of his career to putting his philosophy into practice. For his achievements he has been rewarded on several occasions. Throughout his career, Mr. Jarosch has won the following awards:

• Casinomeister 2020 Awards Best Casino Group
• Askgamblers Awards Best Partner 2021
• EGR Nordics Awards for Best Affiliate Programme 2022

Due to his unique view on the iGaming industry, we believe he is one of the best people to ask about the capability of the affiliate websites as market movers. So, without further ado, let us get to our questions and answers.

How much influence do affiliates really have on an operator’s brand visibility and user acquisition today?

There are huge search volumes on Google and other search engines for gambling-related terms. A well-positioned affiliate can dramatically shape perception and drive awareness. Affiliate marketing is still regarded as one of the biggest acquisition channels for iGaming operators, meaning affiliates don’t just influence visibility, they also deliver traffic and conversions.

Can a high ranking or favorable review on a well-established affiliate site significantly shift market share? Have you seen this happen?

Being listed on affiliate sites with top placements is a great way to acquire market share, especially as part of a 360-degree marketing strategy. A high-quality review combined with prominent visibility often results in a noticeable uptick in sign-ups, deposits, and even brand search volume.

What specific content elements (beyond just the headline or rating) most impact player decisions and operator performance?

Players are looking for casinos that are reliable, convenient and offer real value. Review sites like Casino-Groups get the best engagement with transparent and clearly presented information about bonuses, payment methods, payout speeds, and licensing. Screenshots, insider tips, casino comparisons and pros/cons lists help players make informed decisions. 

How do affiliate platforms balance editorial objectivity with commercial partnerships when it comes to rankings and exposure?

You want to deliver results for your partners, but ultimately, your priority has to be keeping your visitors happy with honest, valuable reviews. The top-performing affiliates today have built strong brands around a reputation for being player-centric. While commercial arrangements may influence visibility, reviews must always remain factually accurate and unbiased to earn and maintain player trust.

Do you see affiliate performance metrics becoming more important in operator boardroom discussions and marketing strategy?

Affiliate performance is continuously monitored by analytics teams and marketing departments for both profitability and quality. It’s not only about delivering volumes, but also on bringing in high-quality traffic. Affiliates can influence the traffic quality by targeting the right keywords while operators have the responsibility to retain the players with effective CRM strategies.

In your experience, what separates affiliates who move markets from those who simply deliver traffic?

The affiliates that move markets are brand builders. They understand their audience, invest in content, tech, and UX, and put the player experience first. They’re also selective about partnerships and maintain editorial integrity. Meanwhile, traffic-chasing affiliates often rely on short-term SEO wins and have little brand loyalty.

How can operators better collaborate with affiliates to align messaging, compliance, and player experience?

Transparent communication is essential for strong collaboration between marketing teams and affiliates. Operators need to provide modern reporting tools, up-to-date brand materials, and clear terms and conditions to help affiliates create accurate and compelling reviews. Regular performance reviews, content feedback, and access to updated creative assets help ensure all teams are alignment. The best collaborations happen when operators treat affiliates as strategic partners.

What are the risks of poorly optimized or biased affiliate content for both players and operators?

Inaccurate or overly promotional content misleads players and damages trust. Players who feel deceived don’t return and may even post negative reviews or complaints on Trustpilot or iGaming forums. For operators, this hurts long-term acquisition efficiency and can even damage the brand. Affiliates will lose clicks which results in lower rankings in search engines and ultimately fewer conversions.

How do you measure the long-term impact of your rankings on an operator’s retention, reputation, or overall market position?

We track not just first deposits, but player retention, and player feedback. If a brand stays at the top of our rankings over time, it’s because players are returning and reporting positive experiences. We also monitor clicks and conversions following placement shifts.

Looking ahead, do you expect affiliates to play an even bigger role in brand-building and market movement, and if so, how?

Yes, especially as markets mature and players become more informed. Affiliates that build trust with audiences and operate with integrity will be seen as key brand ambassadors. Expect more affiliates to invest in original content, brand building, community features, and player education. Their influence won’t just be at the top of the funnel, it’ll extend through the entire player journey.

BETBAZAR’s COO, Max Sevostianov, is preparing to travel to Georgia this month to discuss the ongoing development of eSports at the SBC Summit in Tbilisi. What are the key messages he wants to get across while there, and how does he view the importance of eSports in the region currently?

One of the main topics we want to discuss at the summit is the ongoing development of eSports in the region and how BETBAZAR can help operators and suppliers tap into this lucrative and fast-growing market.

eSports is one of the most popular and engaging forms of entertainment for millions of fans worldwide, showing continued growth in regulated markets worldwide.

The Black Sea, Eastern Europe and Central Asia regions are no exception. In fact, these regions have some of the most passionate and dedicated eSports fans and players in the world. Georgia has a thriving eSports scene, with several professional teams competing in international tournaments such as Dota 2, CS:GOe and League of Legends. Ukraine is home to some of the most successful and influential eSports organizations, such as the multiple championship-winning Navi (Natus Vincere). At the same time, Uzbekistan also has a flourishing scene, with their team recently picking up 22 gold medals at the 2023 Asian Games.

These examples highlight the huge potential for iGaming and sports betting operators to offer innovative and exciting eSports products and services in these regions. However, some challenges will need to be overcome, such as regulatory uncertainty, lack of infrastructure, cultural differences and consumer preferences. That is why I believe that BETBAZAR can be a valuable partner for anyone who wants to enter or expand their presence in the eSports market in these regions.

With Tbilisi having recently unveiled plans to construct what will be the largest arena in central Europe, what do you expect the knock-on impact to be for online bettors in Georgia to be? Do you think the presence of large, international events will help to drive further interest in online betting in the country, and does this also create further opportunities to introduce bettors to eSports?

I think that the construction of the new arena in Tbilisi will have a positive impact on the online betting market in Georgia. It will allow the city to host various sports and entertainment events, attracting more visitors and helping shine a spotlight on everything the city has to offer.

It will also create more interest and demand for online betting in Georgia. The country has a liberal and regulated online gambling market, with the number of active bettors growing yearly.

In turn, this should generate more interest from sports bettors in eSports. eSports have huge and loyal fanbases that engage using live streams, social media, and other modern platforms, and this is something that operators in the region would love to tap into. The opportunities this could present could be hugely beneficial for the Georgian economy.

As a general overview, what are the main sports that are currently popular in the Georgian market and what eSports equivalents are available?

Football, basketball, rugby union, wrestling, judo, and weightlifting are the most popular sports in Georgia. Some of these sports have eSports equivalents, such as EA FC and FIFA for football, NBA 2K for basketball, and the UFC games series for MMA. However, other sports like rugby union, wrestling and weightlifting do not have widely played eSports versions.

As such, there may be an opportunity for operators to introduce new eSports games that cater to the Georgian market’s preferences and culture.

I think it’s fair to say that one of the main barriers to iGaming growth in Georgia in the past has been the country’s technological infrastructure. How would you say this situation has improved in recent years to the point Tbilisi is now viewed as a bit of a technological hotspot?

Georgia has made significant progress in improving its internet infrastructure in the past two decades. The country is actually ahead of the rest of the EU in terms of fibre penetration, and up to 70% of Georgians are now using the internet daily.

The country’s geographical location and modern infrastructure make it an attractive place for routing and storing data, and efforts are underway to enhance its potential as a regional internet hub. Tbilisi, as the capital and largest city of Georgia, is naturally benefiting from these developments and attracting more iGaming operators and providers to base their operations there.

Although Romania is probably the Eastern European market that has received the most interest from operators in recent years, many industry experts believe there’s a similar opportunity to be found in Georgia. What is it about the country that you think makes it a potentially lucrative market for betting companies, and what are the local cultural differences they should be aware of?

One of the factors that makes Georgia a potentially lucrative market for betting companies is its relatively liberal and stable regulatory environment. Georgia legalized iGaming in 2005 and has since maintained a low-tax regime for operators. The country does not restrict foreign ownership or licensing requirements for online gambling companies, allowing them to offer a wide range of products and services to Georgian customers.

It also has a growing middle class with increasing disposable income and internet access, creating more demand for online entertainment and gaming options. However, there are also some local cultural differences that operators should be aware of when entering the Georgian market. For example, Georgians are known to be very hospitable and sociable people who value personal relationships and trust over impersonal transactions. Therefore, operators may need to invest more in customer service and loyalty programs to build rapport and retention with their clients.

Georgians are also very patriotic and proud of their national identity and heritage, which may influence their preferences regarding online gaming. Operators may need to tailor their content and marketing strategies to appeal to the local sensibilities and tastes of Georgian customers if they want to succeed in the region.

Regardless of how the betting industry in Georgia develops over the coming years, it’s true that many companies have already chosen Tbilisi as the base for their Eastern European and West Asian operations. What is it about the city that you think makes it an attractive location to base an iGaming hub, and do you believe we’ll see many new providers begin to emerge there in the coming months?

As mentioned earlier, Tbilisi is an attractive location to base an iGaming hub because of its advanced internet infrastructure, favorable regulatory climate and strategic geographical position. It also offers other advantages such as a low cost of living, a skilled and educated workforce, a vibrant and diverse culture and a rich history and heritage.

These factors make Tbilisi an appealing destination for both iGaming professionals and customers who are looking for quality services and experiences. I believe we will see many new providers begin to emerge there in the coming months as more operators recognize the potential of the market and the benefits of operating from Tbilisi. I also think that Tbilisi will become a hub for innovation and collaboration in the iGaming sector as more local and international players join forces to create products and solutions that cater to the needs and preferences of regional and global audiences.

Of course, BETBAZAR is always looking for innovative new start-ups to invest in or top-quality products to add to its online B2B iGaming marketplace. Are you currently working with any Georgian content providers, or are there any B2B businesses that have caught your eye there?

I’m thrilled to let you know we’ve stumbled upon a really cool startup in Georgia. We can’t wait to tell everyone about it, but you’ll be hearing more as soon as we add it to our collection of awesome offerings.

We’re always searching for fresh, innovative startups or standout products to spice up our online B2B iGaming marketplace. So, while this new Georgian startup is our star find, we’re not stopping there, and our eyes are always peeled for the next big thing.

So, to answer the question – while we’re super excited about this one startup, we’re always open, looking, and ready to jump on other fantastic opportunities in Georgia or anywhere else. Stay tuned for all the exciting details!

About BETBAZAR

BETBAZAR is a B2B worldwide iGaming marketplace. Company mission is setting a new sales standard sourcing specialist iGaming products and advising on their role within existing strategies to deliver growth to our partners.

The way online sportsbook and casino brands market to players is changing. While TV ads and million-dollar above-the-line campaigns still have their place, paid media, affiliates and influencer marketing are now the chosen tactics for many. This is because they offer the ability to be highly targeted with campaigns, which in turn generates superior engagement rates and unrivalled ROI.

Influencer marketing in particular is being embraced by a growing number of brands as they look to tap into niche but highly engaged audiences and use the trust the influencer has built to drive consumers to their websites and apps. This can be highly effective for sportsbooks and casinos, which often struggle to truly engage players and quickly build trust.

To learn more about the power of influencer marketing, and how sportsbook and casino brands can maximise the tremendous opportunity it presents, we sat down with Dan Kersley, Product Manager at influencer marketing platform, 2mee.

Before we get into this topic in more detail, can you start by outlining just what is meant by influencer marketing?

Of course. Influencer marketing is just a form of social media marketing that involves using individuals with a significant following to promote a brand and/or product. These individuals, known as influencers, have built a loyal following of people who trust their opinions and recommendations and will ultimately engage with the products and brands they promote. Influencers can be anyone from household name celebrities to social media personalities, bloggers and even industry experts.

What makes influencer marketing so effective?

Trust is the ultimate reason why influencer marketing is so effective and successful. Followers trust the influencer in a way that can never be achieved through traditional brand-building methods. People trust influencers more than TV commercials, radio campaigns and print ads which often come across as insincere and salesy.  This is because influencers create authentic content that resonates with their audience, and this is what generates the high levels of trust and loyalty they enjoy. When an influencer promotes a product, it comes across more as a personal recommendation rather than a sales pitch.

As well as being more authentic, influencer marketing is highly targeted. Brands can work with influencers whose audience aligns exactly with their target demographics. For example, a sportsbook brand can partner with a football influencer with a following of football fans primed and ready to convert, ensuing their message (and ad spend) hits the right people.

Just how big is influencer marketing right now?

It’s pretty big and is on a serious upwards growth trajectory. According to a recent report, the global influencer industry reached $16.4bn in 2022 and brands are now recognising the power of influencer marketing. As such, they are investing more heavily in the channel. By working with influencers, brands have the ability to influence consumers outside of social media where they have been trapped for so long – by giving brands the power to use influencers at different touchpoints on the sales/conversion cycle, consumer decisions can be, well, influenced to a much greater extent than with other marketing tactics.

Can you share some ways in which online sportsbooks and casinos can use influencers?

At 2mee, we believe that influencer marketing should extend beyond social media channels and that the relationship with the consumer should carry through once they have connected with the brand or product, in this case, the sportsbook or casino.

Our platform allows operators to deliver influencers as human holograms across their websites and apps. Use cases include Welcome message – Trigger a message from the brand’s influencer when a user first visits the site, Cashier abandonment – Retarget with a bonus delivered by the influencer if the player does not make a deposit, Last point purchase persuasion – Deliver an influencer highlighting key features and recommending the book/casino to reinforce at the point of purchase, and Responsible gambling – deliver safe gaming messages to players using the influencer.

Our HoloMessage^TM product is leading the way in defining new openweb and AR channels, allowing brands to use influencers to engage, acquire, retain and inform at key moments on the customer journey beyond social media.

What would you say to operators considering using influencer marketing for the first time?

Do it. The results generated will far exceed expectations while delivering an unrivalled ROI. It is still early days when it comes to online gambling brands using influencers, so there is a first-mover advantage to be had right now for those that get in there ahead of their rivals.