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What Has the Affiliate World Turned Into? The Evolution of iGaming Over the Years
By Dima, Head of Growe Partners
If you’ve been in iGaming affiliate marketing for a while, you will agree with me that things have changed drastically. I’ve been in the industry long enough to remember when conferences felt more like circus shows than business events, traffic quality wasn’t always a priority, and short-term profits were often the main goal. But those days are long gone.
Over the last five to ten years, we’ve seen the industry mature. Flashy gimmicks have been replaced by networking, data-driven decision-making, and long-term partnerships. The game has changed — and so have the rules for success.
From Wild Shows to Professionalism: The Evolution of Industry Events
I remember my first industry events — let’s just say, they were memorable. We’re talking about conferences where organizers brought in wild animals, eccentric performers, and over-the-top entertainment to grab attention. And, honestly, back then, it worked. The industry was still finding its feet, and the focus was more on making noise than making deals.
But if you walk into an iGaming event today, the atmosphere is completely different. The focus has shifted towards high-quality networking, serious business discussions, and insightful panels. Operators, affiliates, and service providers are no longer looking for a spectacle — they want valuable conversations, real partnerships, and data that can help them scale. This shift isn’t just anecdotal; attendance data from major events like iGB Affiliate London and ICE reflects this new industry mindset.
To put the tendencies in the niche perfectly: “The days of pure entertainment are over. Now, events are about meeting the right people, discussing market trends, and sharing insights that actually drive business forward. Everyone wants to learn, not just party.”
This change also reflects growing competition. The industry has matured, and operators expect affiliates to be strategic business partners rather than opportunistic traffic sources. As a result, industry gatherings now prioritize collaboration over spectacle, allowing attendees to gain actionable insights and form meaningful business relationships.
The End of “Quick Wins” and the Rise of Long-Term Partnerships
A decade ago, the affiliate model was simple: drive traffic as fast as possible, cash out, and move on. High churn rates weren’t a problem, and long-term value (LTV) was barely part of the conversation. The goal was short-term profit.
Now, that approach just doesn’t work anymore. Operators have become much more selective. They want affiliates who bring in high-quality players, not just a flood of short-term sign-ups. Retention has become just as important as acquisition, and brands want partners who can deliver sustainable results. Recent trends indicate that operators are increasingly focusing on retention strategies to maintain player engagement and profitability.
Some affiliates have completely overhauled their strategies, moving towards content-driven approaches, CRM integration, and player engagement tactics. Email marketing, push notifications, and tailored offers are now essential tools in the affiliate playbook. The shift to lifetime value-driven metrics means that affiliates must analyze data, optimize player journeys, and work closely with operators to maintain long-term profitability.
Raising the Bar: Quality Traffic Is Now the Standard
It’s not just about partnerships — the standards for traffic quality have skyrocketed. Years ago, some affiliates could get away with gray-hat methods: things like incentivized traffic, bots, or misleading promotions.
Not anymore. Operators are demanding transparency and engagement metrics that actually matter. They want players who deposit, play, and stick around, not just one-time sign-ups.
“We’ve seen a massive shift in traffic evaluation. If your players aren’t engaging, operators will cut you off. There’s no room for low-quality traffic anymore,” commented Mykyta, Head Of Affiliates at Growe Partners. “Everyone is focused on LTV now, and if your traffic isn’t bringing in valuable players, you’re going to struggle to find good deals.”
This heightened scrutiny has led to the decline of black-hat techniques and a greater emphasis on compliance and ethical marketing. Affiliates now invest in data analytics to monitor traffic quality and ensure alignment with operators’ expectations. Some are even forming exclusive partnerships with brands to ensure traffic consistency and build a reputation for delivering high-value players.
The Mobile-First Revolution: Adapting to the New Reality
Ten years ago, desktop traffic dominated. Most players signed up through websites, and mobile gambling was still a niche.
Fast forward to today — mobile is everything. The majority of players now deposit, bet, and interact with brands directly from their phones. Recent studies show that mobile devices account for over 70% of global online gambling revenue, with mobile gambling projected to grow at a CAGR of 11.5% over the next five years.
One thing is clear: if your website, funnels, and marketing strategies aren’t optimized for mobile-first, you’re losing a massive percentage of potential players. Affiliates have had to rethink everything, from ad placements and UX design to the way they track and analyze player behavior across different devices.
AI and Automation: The Affiliate Game-Changer
One of the biggest shifts I’ve seen is how much AI has changed our approach to marketing. Years ago, affiliate marketing was all about manual testing — setting up campaigns, running A/B tests, and figuring things out through trial and error.
Now, AI-driven tools handle campaign optimization, ad targeting, and even content creation. AI can analyze thousands of data points in real-time, adjusting campaigns to find the most profitable audience segments. According to a 2023 report from McKinsey, AI-driven marketing strategies have increased conversion rates by up to 35% for affiliates who integrate them effectively.
“AI isn’t replacing affiliates — it’s giving them the tools to work smarter and make better decisions,” said Anna-Mariia, Affiliate Team Lead at Growe Partners . “Today, AI can generate ad creatives, predict user behavior, and even automate entire campaigns. The affiliates who are leveraging these tools are gaining a huge competitive advantage.”
New Markets, New Opportunities: The Rise of LATAM
One of the biggest industry shifts in recent years has been the explosive growth of Latin America (LATAM). Markets like Argentina, Chile, and Mexico have become prime territories for iGaming, offering huge potential for affiliates who know how to localize their approach. Market data shows that LATAM’s iGaming sector is growing at an annual rate of 20%, outpacing most European markets.
Chile and Argentina, which we are actively working with, have emerged as some of the most promising markets in Latin America. As iGaming adoption continues to rise, these countries present significant opportunities for affiliates who can adapt to local regulatory requirements and cultural preferences. And, of course, affiliates who understand regional payment preferences, player behavior, and localized marketing strategies will have a clear advantage over those applying a one-size-fits-all approach.
What To Expect Next?
Looking back at how the industry has evolved, one thing is clear: affiliate marketing isn’t as easy as it used to be, but it’s more rewarding than ever. The days of quick wins and shady tactics are over. Success now requires long-term thinking, high-quality traffic, and strategic partnerships. Affiliates who embrace AI, mobile-first strategies, and new markets like LATAM will be the ones leading the next decade of growth. The affiliate world has changed, but for those willing to adapt, the opportunities are bigger than ever.
The post What Has the Affiliate World Turned Into? The Evolution of iGaming Over the Years appeared first on European Gaming Industry News.
Reading Time: 2 minutes
Lisbon’s streets set the pace for Season 2 of GR8 Tech’s Bet It Drives—the drive-time podcast where iGaming’s most interesting voices speak freely. Hosted by Yevhen Krazhan, Chief Sales Officer at GR8 Tech, each episode captures raw insight, candid stories, and the energy you can only find on the road.
Episode 4 of the Season 2 finale puts the spotlight on Kelly Kehn, founder, board member, and startup advisor in gaming. As co-founder of Defy the Odds (DTO), she’s building a launchpad and community connecting startups, investors, and operators—with a focus on female and minority founders. Previously, she co-founded the All-In Diversity Project, held ecosystem roles at happyhour.io and SBC, and serves on boards including FUNNZ.
During the ride, Kelly opens up about:
- Why iGaming events matter: the community, access, and acceleration you only get in the room.
- Defy the Odds (DTO): why she and her co-founders built it, what it is, and how founders plug in.
- Women in iGaming: real challenges and how to lower the barrier to entry; inclusion as a growth strategy.
- Pitch ideas that paid off and common startup pitch mistakes.
- The next possible unicorn in iGaming and what makes it possible.
- Soundtrack to success: the song for a win, the pre-coaching track, and the one that sums up her career.
- The boldest ideas: intention, asking for help, and doing the homework.
- The unwritten rule of iGaming.
- Halloween rubric: the scariest moments in life and career, and why saying the hard thing out loud matters.
- Kelly’s Champion Rule: Be kind to yourself and to others.
“As Kelly said, ‘When we open the space to more people and more perspectives, we all win and the pie gets bigger.’ This episode was the perfect finish of our Season 2 in Lisbon,” said Krazhan.
Watch or listen to Season 2, Episode 4 with Kelly Kehn on:
Season 2 of Bet It Drives launched with Rasmus Sojmark, kept pace with Tiago Pereira and Kyrylo Korobka, and now crosses the line with Kelly Kehn in the finale. But still, don’t unbuckle yet: Season 3 is coming soon with more interesting conversations and more reasons to hit play. Follow GR8 Tech to stay in the loop.
The next chapter of iGaming belongs to champions who play smart and bold. Join GR8 Tech at SiGMA Central Europe 2025, Rome, November 3–6, booth 5028-2, and discover the Heavyweight Rulebook—built for operators ready to scale, localize, and win.
The post GR8 Tech’s Bet It Drives Season 2 Finale: Kelly Kehn on Opening iGaming to New Founders appeared first on European Gaming Industry News.
Latest News
GambleAware Warns Outdated Gambling Advertising and Marketing Regulations are Leaving Children at Risk of Gambling Harm
Reading Time: 2 minutes
Regulations for online gambling marketing must urgently be brought into the digital age, a new report from the charity GambleAware has warned.
The report reveals that despite gambling being an age-restricted product, children are being exposed to gambling marketing online, before they reach an age at which they can critically evaluate it. This is leading to gambling being normalised and portrayed as “risk-free”, which increases the risk of them experiencing gambling harm.
Gambling harms are becoming an increasing part of children’s lives, with previous research finding that in 2024, around 85,000 children in Britain were experiencing harm from their own gambling, a figure which has doubled since 20233. GambleAware’s new report highlights how seeing gambling marketing and content, online and via social and streaming platforms, could be encouraging children to gamble and contributing to the number experiencing harm.
The new report calls out poor regulation of gambling marketing online, highlighting how more needs to be done to ensure the rules reflect the unique challenges presented by the digital age and urges a reduction in self-regulation to protect children from being exposed to age-restricted gambling content. Alongside this, GambleAware is also calling for mandatory health warnings to be put on all gambling marketing so people are aware of the risks and support available.
Specific changes to help protect children could include moves to hold online platforms to greater account and ensuring existing government programmes, such as the Online Safety Act and Online Advertising Programme, more directly address gambling marketing and content online. Alongside this, other recommendations include the alignment and strengthening of online safety regulatory powers and programmes.
GambleAware research also found strong public support from children and adults for changes to gambling marketing and advertising regulation. Around four in five children (79%) say they want more rules around gambling content and advertising on social media. Alongside this, over seven in ten adults also agree, saying they want more regulation around gambling advertising on social media (74%) and gambling related content on social media (70%).
Anna Hargrave, GambleAware Transition CEO, said: “Gambling operators invest significant resources into online marketing because it works at getting people to gamble more. This has resulted in children and young people being exposed to gambling content online before an age at which they can critically evaluate it and understand the risks that come with it.
“The current regulations covering gambling marketing and advertising online were designed before most children had easy access to the internet. Urgent action is needed to update these rules and bring them into the digital age to help keep children and young people safe from gambling harm.”
The post GambleAware Warns Outdated Gambling Advertising and Marketing Regulations are Leaving Children at Risk of Gambling Harm appeared first on European Gaming Industry News.
Max Sevostianov, CCO at Betbazar, reveals how AI Cricket blurs the line between sport, tech and entertainment — creating a 24/7 AI sports universe — where every match feels alive and every second counts.
- How did the idea of creating AI-driven Cricket come about?
It started from our roots in Live Data Feed and Live Content. We constantly saw the same demand from operators worldwide — they needed fast, round-the-clock sports content that actually feels alive. Traditional virtuals didn’t cut it anymore; they were too static, too predictable.
Cricket, with its global fanbase and built-in drama, became the perfect playground for something new. We wanted to merge sports logic, AI, and entertainment to create a product that doesn’t just simulate a match — it lives one. That’s how AI Cricket was born: a fast, emotional, and unpredictable experience built for the next generation who expect energy, not repetition.
- What market gap does this product fill – and which Operators or regions is it most relevant for?The biggest gap we saw was the “dead zone” between traditional virtuals and real sports. Virtual games looked repetitive and lifeless, while real matches were limited by schedules and logistics. Bettors were stuck between predictability and waiting.
AI Cricket closes that gap completely. It runs 24/7, behaves like a real sport with live odds movement, and keeps the unpredictability that makes real competition exciting. It’s already resonating strongly in cricket-driven regions — India, Bangladesh, Australia, and across Africa — where players crave constant, authentic action that never sleeps.
- AI Cricket offers a short dynamic format (3–6 minutes). How does it align with the behavior trends of the Next Generation of bettors?Today’s bettors live in a scroll culture. They want action, not waiting. The next generation grew up on TikTok clips, Reels, and esports rounds that last minutes, not hours. That shift completely changed attention patterns — and we built AI Cricket for that world.
Each match lasts just 3 to 6 minutes — quick, intense and rewarding. It’s snackable entertainment with real IGaming logic behind it. Players can jump in, experience the thrill, and move on — or stay for hours of back-to-back action that never loses momentum.
- How exactly does the AI model work to make every match unpredictable and “alive”?Behind every match is a living algorithm. Our AI engine processes thousands of variables — team stats, player behavior, pitch and weather conditions, even dynamic momentum shifts. It learns from real cricket patterns but never repeats itself.
That’s what makes it unpredictable — no scripted loops, no recycled outcomes. Every delivery, every wicket, carries its own story. You can literally feel the rhythm of the game changing, just like in live sports. That’s where the emotion comes from — not from animation, but from intelligence.
- How customisable is the product for each Operator’s brand?
We built AI Cricket to be more than a plug-and-play product — it’s a canvas for each Operator’s brand. Our customisation layer lets partners design branded tournaments with their own visuals, logos, and atmosphere.
That means every sportsbook can offer something that feels exclusive — not “another virtual,” but their cricket universe. It’s a powerful way to build loyalty and keep players coming back, because the experience looks, sounds and plays like it truly belongs to that Operator.
- Does Betbazar plan to expand the AI-driven approach to other sports as well?
Absolutely — Cricket was just the opening chapter. The core AI engine we’ve built is flexible enough to adapt to any sport with a short, dynamic format. We’re already experimenting with new disciplines that share the same DNA: fast action, unpredictability, and constant engagement. Our goal is to create a full AI-driven sports universe.
- How do you see AI-powered Content evolving in the iGaming industry over the next 2-3 years?
AI-powered content transforms iGaming by making it faster to test ideas, launch products, and measure results. It turns IGaming into a form of entertainment — offering new, immersive experiences rather than just odds and outcomes. It’s a powerful way for Operators to experiment with different hypotheses, understand player behaviour, and adapt their sportsbook in real time. The line between sports, gaming, and entertainment is fading — and we want Betbazar to lead that evolution.
About Betbazar
Betbazar is a product-first iGaming technology company that empowers Operators with profitable solutions. From low-latency Live Data Feed and AI-driven products to a Turnkey Platform and Sportsbook Solutions, the company delivers performance, reliability and growth Operators need to stay ahead. Betbazar is a long-term technology partner, helping Operators integrate faster, operate smarter and scale stronger.
Website: https://betbazar.com
LinkedIn: https://www.linkedin.com/company/betbazar
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