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Why Affiliates Must Think Like Product Companies to Stay Ahead
Many affiliates still rely on simple review websites, where the focus is on driving clicks and conversions through straightforward content. But things are changing. It’s not just about content-based websites anymore.
We now see plenty of companies moving on to building better, smarter products. This trend is changing the game for everyone in the industry.
“Users no longer just want to be simply told where to bet. They want to understand why, and they want tools that help them do it better,” says Borja Imbergamo, Head of Growth & Strategy at BetBrothers. “Affiliates that focus purely on conversions are missing the bigger picture.”
The affiliates who are thriving today are building full-scale platforms, not just websites. They’re creating products. That means tools, interactivity, smart features. Anything that adds depth to the user journey.
In this article we will explore why delivering real benefits to users is crucial for affiliates and what are the ways to achieve that.
Why This Shift Matters
The global iGaming market is forecast to hit $167 billion by 2030. That’s a huge opportunity, but it also means greater competition and higher expectations.
Affiliate marketing is still going to be a big part of that market, but the landscape is moving fast. With the evolution of the industry, and technology in general, customer demands have evolved too. Players need more than just basic guidance now, they’re looking for added value. Affiliates who understand this trend are already exploring new ways to connect with their users.
“Modern players want more than bonus comparisons. They want insights, smart UX, and features that actually help them. At BetBrothers, we’re constantly asking: ‘What will make this user come back tomorrow?’ If the answer is just ‘another review,’ we haven’t done enough,” Borja says.
Implementing a Product Mindset
Focusing on the quality of your product is a must. Companies need to put resources into building better experiences for users.
Initially, it’s crucial to change a mindset to focus on giving players more value. Users are more likely to engage with and return to a website that provides useful tools and features rather than one purely focused on conversions.
Affiliates need to shift from content factories to product-focused companies. That doesn’t mean abandoning content. It means upgrading it through better delivery, experience, and integrated features.
“You can’t just publish to rank. You have to build to retain,” Borja stresses. “That’s where long-term value, and long-term growth, comes from. Affiliates who prioritize focused product development rather than short-term gains will build a competitive advantage. There is a huge revenue potential in iGaming for those who are bold enough to be innovative.”
And it’s not only about the user preferences. Search engines also favor websites that provide utility, not just information. Affiliates who think like product teams will find themselves rewarded in more ways than one.
Rethinking User Experience
User experience is more important than ever. Modern players want fast, clear, and simple interfaces. They don’t want to feel lost or navigate complicated menus.
For affiliates, investing in user experience is key. A great UX builds trust and keeps users coming back for more. The goal is to create a smooth journey from start to finish. And every step of this journey should be as easy as possible.
“If a user can’t find what they’re looking for quickly, they’re gone,” Borja says. “A slick user experience doesn’t just look good, it builds trust and drives engagement. We need to take a fresh look at how we do things and build products that simplify life for the user.”
A simple design goes a long way — clean, intuitive interfaces keep players engaged and happy. Affiliates who prioritise UX create brands that users remember — and return to.
Loyalty Is the Real Growth Engine
Better platforms do more than attract new users. They keep players coming back. When players discover rich features, interactive tools, and content that really brings value, they find a reason to return again and again.
Retention shouldn’t be a priority for operators only. Affiliates must also focus on keeping their audience loyal. When you build a product that players return to day after day, you save on chasing new traffic. Instead, you are building a community based on loyalty to your brand.
“Affiliates have always been closer to the user than operators — that’s our natural advantage,” Borja explains. “We have the chance to build communities based on trust and relevance. Loyalty is a great growth strategy. A returning user is ten times more valuable than a one-time click.”
Whether through social media channels, community features, or consistently high-quality content, the goal is to give users a reason to return. And eventually, become your brand advocates.
Diversifying Content Strategy
Here’s one more thing. Content is still a king and it’s not going to change. But the way you’d want to think about your content strategy should.
“Affiliates need to go beyond reviews and explore what can truly bring additional value to the user,” says Imbergamo. “This can be delivered either in the form of education or entertainment. Think about adding content that will make users keep coming for more. This could be expert guides, how-to articles, analytical pieces, stories of successful players or engaging videos.”
Integration of user-generated content presents an additional opportunity. It creates a sense of community and credibility, and also saves you time.
“We’re seeing a lot of value in expert guides, deep analysis, and storytelling,” Borja notes. “But also in letting users create and contribute themselves. That builds authenticity that is hard to replicate.”
Modern audiences expect more than just information. They want interaction and more than ever — they want to be entertained.
Final Thoughts
Affiliate marketing has always been a key part of the iGaming ecosystem. Operators need quality traffic, and affiliates have been delivering that for years. But to succeed in the future, affiliates have to think about giving more to users and adopt a product centric mindset.
“We’re moving into a new era where the winners will be those who offer real experiences, not just information,” Borja concludes. “Affiliates who embrace product thinking will not only stay relevant — they’ll lead. At BetBrothers, we’re committed to this evolution.”
The era of simple content is over. It’s time to move from traditional review focused websites to advanced, user-friendly platforms.
The post Why Affiliates Must Think Like Product Companies to Stay Ahead appeared first on European Gaming Industry News.
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Nagoshi Studio Unveils GANG OF DRAGON, a New Action-Adventure Game from Director Toshihiro Nagoshi
Steam page: store.steampowered.com/app/4146000/
GANG OF DRAGON
is a new action-adventure game set in Kabukicho, Shinjuku, Tokyo’s iconic nightlife district. Protagonist Shin Ji-seong is a high-ranking member of a Korean crime syndicate, and is portrayed by celebrated Korean actor Ma Dong-seok (Don Lee).This new story will engage players in an exciting way and showcase increadible graphics for an action packed adventure. Viewers of The Game Awards were the first to get a look at the new footage!
About Toshihiro Nagoshi
The post Nagoshi Studio Unveils GANG OF DRAGON, a New Action-Adventure Game from Director Toshihiro Nagoshi appeared first on Gaming and Gambling Industry Newsroom.
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Blask & Gamblers Connect Enter A New Media Partnership
Gamblers Connect, the award-winning iGaming affiliate and media platform, is proud to announce a new media partnership with Blask, a leading AI-powered analytics ecosystem dedicated to the iGaming industry.
This collaboration marks a pivotal step in the company’s mission to provide the most accurate, transparent, and data-backed content. Under the terms of this agreement, Blask will provide Gamblers Connect with complete access to its cutting-edge market intelligence platform.
This suite includes the Blask Index and real-time data tracking across more than 100 jurisdictions, allowing for granular analysis of market dynamics, brand performance, and player behaviour. By integrating these professional-grade tools into the editorial process, Gamblers Connect will elevate the depth and precision of its industry reporting.
The cornerstone of this partnership is a commitment to sharing knowledge with the wider iGaming community. Gamblers Connect will produce four exclusive case studies throughout 2026. Released once per quarter, these comprehensive reports will utilise Blask’s advanced analytics to uncover emerging trends, benchmark operator performance, and provide actionable insights for industry stakeholders.
This alliance represents a shared vision for a more transparent iGaming sector. By combining Blask’s technological prowess with Gamblers Connect’s editorial expertise, the aim is to set a new standard for data-driven journalism.
Max Tesla, Blask CEO, commented: “Partnering with Gamblers Connect is a natural step for Blask. We are building an ecosystem of transparent analytics that empowers the industry, and GC is one of the few media partners that truly values data and knows how to work with it. I’m confident this collaboration will strengthen both sides and deliver more accurate, trustworthy, and insight-driven content to the iGaming community.”
Gjorgje Ristikj, Founder & CEO at Gamblers Connect, added: “Partnering with Blask allows us to combine their strong analytical framework with our media expertise. It’s a collaboration grounded in trust and mutual respect, with the shared goal of delivering meaningful and measurable results to the industry.”
The post Blask & Gamblers Connect Enter A New Media Partnership appeared first on Gaming and Gambling Industry Newsroom.
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Law enforcement officers from Kazakhstan eliminated the organized financial criminal group organized by Vadim Gordievsky, Larisa Ivchenko, and Alyona Suvorova from Ukraine
The law enforcement agencies of Kazakhstan have effectively eliminated the organized criminal group created by Vadim Gordievsky from Ukraine and his accomplices, Larisa Ivchenko and Alyona Suvorova. Even though the law enforcement agencies managed to block accounts and payments of the Marginplus Company, key employees and management are still hiding.
According to the media, just a few days ago, the Financial Monitoring Agency of the Republic of Kazakhstan revealed a large-scale shady scheme of cross-border transfers that involved numerous payment organizations and providers. The funds were disguised as legal transactions and withdrawn to the accounts of online casinos. The total volume of illegal transactions exceeded more than $1 billion.
According to law enforcement authorities in the Republic of Kazakhstan, the key organizer of the miscoding scheme, which involved bookmakers, online casinos, payment organizations, and bank employees, is Vadim Ivanovich Gordievsky from Ukraine, who was born in 1974. He was the leader of the organized criminal group and used the local Marginplus Company for these purposes (official website: marginplus.kz). In addition to companies from Kazakhstan, Gordievsky also worked with illegal Russian online casinos while helping them to facilitate illegal payments.
According to new information from law enforcement agencies in the Republic of Kazakhstan, banks and bookmakers, including the local PIN-UP bookmaker, have already terminated all cooperation with Gordievsky’s Marginplus company.
According to informburo.kz, the local licensed Pin-Up.Kz bookmaker (legal entity: Bonami LLP) declares that it has nothing to do with transactions carried out by individual payment organizations. Judicial and criminal proceedings have already been initiated against these structures, and the company itself is fully cooperating with law enforcement agencies to establish all the circumstances and identify fraudulent, shady schemes.
According to unofficial information, the Pin-Up management provided the law enforcement agencies of the Republic of Kazakhstan with all the data related to the Marginplus company belonging to Vadim Gordievsky.
As of today, all financial activities of Marginplus have been paralyzed. In addition, large amounts of money have been blocked in its bank accounts. This money should have been paid to partners, contractors, and providers, including the local Parimatch betting company. Ordinary employees of Vadim Gordievsky’s company are already looking for new work while its management, including Larisa Vladimirovna Ivchenko (listed as the head of Gordievsky’s FC Alta Capital from Ukraine), is still hiding. Alyona (Elena) Suvorova has already closed and renamed her social media profiles a few days ago. In addition, she does not respond to messages and is trying to evade responsibility.
We would like to remind the audience that Alyona Suvorova positions herself “as an entrepreneur, investor, and a crypto trader with 5+ years of experience.” According to Suvorova herself, she has been developing payment technologies in the field of FinTech for 10 years. In 2021, she opened her own business for international crypto transfers. In addition, she is the founder of the Lemoncoin Crypto Academy.
According to investigators, Gordievsky’s partner, Mikhail Kovalev (Mykhaylo Kovalov), who is a citizen of both Ukraine and Israel, as well as an owner of a number of companies in the EU, in particular, in Poland, and who has a residence permit in Spain, was closely working with Gordievsky. By using the STABLEX SOLUTION Sp. z o. o fictitious company (official website: solvexs.pl) in Poland, he was engaged in illegal payments and withdrawal of cryptocurrencies into fiat money.
At the same time, as the source notes, the mentioned management and the people involved in the money laundering of Marginplus Company will be added to the wanted list of Interpol in the nearest future. The National Security Committee of the Republic of Kazakhstan has also announced that it’s going to closely monitor this case. According to local laws, participants of this shady scheme face up to nine years in prison. Information on Vadim Gordievsky’s companies and connections in other countries is also being checked.
After the initiation of criminal cases for financial crimes, fraud, and the announcement of his wanted list by the Ministry of Internal Affairs, Vadim Gordievsky left Ukraine on forged documents. Before diving into the world of financial fraud, he was involved in land and property issues in the Kyiv region. As of today, numerous criminal cases have been initiated.
The post Law enforcement officers from Kazakhstan eliminated the organized financial criminal group organized by Vadim Gordievsky, Larisa Ivchenko, and Alyona Suvorova from Ukraine appeared first on Gaming and Gambling Industry Newsroom.
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