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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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Groove Technologies and BetOnGames Forge Strategic Partnership
In a landmark move, platform and aggregator Groove Technologies has announced a strategic partnership with BetOnGames, the RNG game provider arm of BETCORE. This collaboration brings together Groove’s enterprise-grade platform, boasting over 15,000 games from 150+ top-tier providers, and BetOnGames’ lightweight, high-performing content, optimised for real-world conditions.
The alliance promises to deliver unparalleled scalability, engagement, and profitability for operators worldwide.
Groove’s cutting-edge platform is renowned for its precision, scalability, and advanced player engagement tools, making it a powerhouse for operators who demand excellence. By integrating BetOnGames’ portfolio featuring 100+ fast-loading, low-data titles across slots, crash, and instant-win formats, Groove further solidifies its position as the go-to solution for diverse markets, including regions with limited internet coverage.
Rachel Tourgeman, Head of Partnerships at Groove, emphasised the strategic value of the partnership: “BetOnGames’ adaptability and high-converting content perfectly complement Groove’s mission to deliver unmatched performance for operators. Their lightweight design, multilingual UI, and seamless payment integrations, including UPI, QR-wallets, and crypto, make them an ideal partner for both emerging and mature markets. Together, we’re setting a new standard for player engagement and operational efficiency.”
BetOnGames has built a reputation for reliability, offering RNG-certified titles with competitive RTPs (96–97%) and 24/7 technical support. Popular titles like Aerobet (crash-style, 97% RTP), 100 Mega Hot (classic slot, 97.12% RTP), and Bicho da Sorte 25 (lottery-style, 92.26% RTP) cater to a broad spectrum of player preferences, ensuring high retention and conversion rates.
Peter Korpusenko, CEO of BETCORE, highlighted the significance of the collaboration: “Partnering with Groove allows us to expand our reach exponentially while maintaining the speed, fairness, and lightweight efficiency that define BetOnGames. Groove’s robust backend and analytics tools empower operators to maximise our content’s potential, driving growth in even the most competitive markets.”
With full licensing under the Curaçao Gaming Control Board, integrated responsible gaming tools, and AML compliance, BetOnGames provides a secure and scalable foundation for operators. Combined with Groove’s industry-leading platform, the partnership ensures seamless onboarding via Groove’s single-API, optimised cash flow, and data-driven decision-making.
As iGaming continues to evolve, Groove and BetOnGames are poised to lead the charge, delivering a dynamic, player-centric experience that transcends borders and technical barriers. For operators seeking a competitive edge, this collaboration represents the future of iGaming today.
Yahale Meltzer, Co-Founder and COO at Groove, underscored the long-term vision: “This partnership isn’t just about adding games, it’s about enhancing ecosystems. BetOnGames’ performance in low-bandwidth environments and localised payment options align perfectly with our commitment to inclusivity and innovation. Together, we’re not just meeting operator needs; we’re anticipating them.”
The post Groove Technologies and BetOnGames Forge Strategic Partnership appeared first on European Gaming Industry News.
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Week 37/2025 slot games releases
Here are this weeks latest slots releases compiled by European Gaming
Leroy wakes up every day with a smile on his face! Why you may ask? Well executing is a dirty job but Leroy just loves to swing his axe in Nolimit City’s latest release, Dead Men Walking. The chopping block features a 3-3-3-3-3reel setup with three Fire Pits above the reels each linked to a unique base game feature.
Amusnet has released 100 Art of Gold. This new online casino release brings together the elegance of art and the dynamic feel of modern slot design. Built on a 5-reel layout with 100 fixed paylines, the game stands out with its refined aesthetic and carefully crafted details.
Play’n GO heads skyward with Rosy Orbit Treasure Turn™, a radiant slot where gravity is optional and innovation is key. A mysterious princess, a faithful fox, and a cherished rose – Play’n GO blends character-driven charm and fresh mechanics in Rosy Orbit Treasure Turn™.
Burning Classics 2 is here to ignite your winnings with all the fiery thrills of the original, plus even hotter rewards. The sequel to Booming Games’ most popular game, Burning Classics, keeps the classic 5×3 grid and 20 variable paylines, along with the iconic stacked symbols, including stacked wilds.
Blueprint Gaming™ takes one of its strongest internationally performing series to new heights in Cash Strike Hotstepper 2, with Super Strike and mystery symbols among the new additions designed to elevate the gameplay experience on offer.
BGaming is excited to announce the launch of Bonanza Trillion, the highly anticipated sequel to the hit slot, Bonanza Billion. The game builds on the success of its predecessor while also upping the ante with a range of captivating features, enhanced visuals, and higher volatility. Bonanza Trillion upgrades the classic fruit and crystal theme that players loved from the original title.
Step into the heart of the untamed frontier in Bison Moon – Power Combo, a slot from Northern Lights Gaming that captures the rugged beauty and boundless thrill of the Great Plains with plenty of big wins in store. This action-packed slot introduces the provider’s latest mechanic, Power Combo, where three unique Scatters unlock incredible bonus features via its proprietary Link&Win feature.
The vast plains are alive with the sound of rampant hooves, the roar of predators, and helpful animals along the way. ELA Games proudly presents its latest release, Buffalo Force, an energetic game that celebrates the sheer power of nature.
Spinomenal is welcoming players to ascend to Valhalla with its latest mythology-inspired slot, Majestic Odin. The game joins Spinomenal’s hugely popular Demi Gods series. Majestic Odin is set against a breathtaking Nordic landscape of towering mountains, deep fjords, and glowing torches that frame the game with mythic grandeur.
The post Week 37/2025 slot games releases appeared first on European Gaming Industry News.
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GR8 Tech’s Bet It Drives Wraps Season 1 with Stephen Crystal—From Las Vegas Legends to Global Gaming Leadership
GR8 Tech’s drive-time podcast Bet It Drives closes out its debut season in the fast lane with Stephen Crystal, Founder of SCCG Management and a 30+ year veteran of the gaming world. From reshaping tribal and riverboat gaming to owning iconic Las Vegas casinos and driving more than $3 billion in finance, M&A, and technology projects, Stephen has spent his career at the center of the industry’s biggest moves.
In the passenger seat with host Yevhen Krazhan, GR8 Tech’s CSO, Stephen takes listeners from the glitter of Vegas to the global stage—where he has advised 120+ client-partners across 100 countries, built US operations for the UK’s largest bookmaker, and cut high-profile sports betting deals with teams like the Cincinnati Bengals and Vegas Golden Knights.
On this ride, Stephen opens up about:
- Whether industry events really bring the business
- Why he believes in connecting people to people above everything else
- How he’d reshape iGaming conferences (hint: more case studies, less fluff)
- The single-sentence keynote he’d deliver if given the mic
- The people and principles that shaped his journey
- The art of closing deals and the mindset behind his business approach
- Which song he cues up when it’s deal-done time
- His take on when it’s “network” and when it’s definitely “not work”
“Stephen brought the kind of wisdom you only get from decades at the very top of gaming and a career spent building, betting, and believing in people,” said Krazhan. “It was a very inspirational, motivational talk—and Stephen officially earned a Bet It Drives seatbelt of honor.”
As always, Bet It Drives trades the studio for the streets of London, filming each episode entirely on the move with a multi-camera crew capturing both the ride and the real talk. The result is a podcast that has blended insider insights with unscripted, human moments all season long—from Alex Pratt and Helen Walton to Rohini Sardana, and now Stephen Crystal in the finale.
Watch Episode 4 with Stephen Crystal now on YouTube, Spotify, and Apple Podcasts.
That’s a wrap for Season 1. But don’t unbuckle just yet—Bet It Drives will be back soon. Follow GR8 Tech and stay tuned: Season 2 is already on the horizon, promising more bold voices, more candid conversations, and more reasons to hit play.
The post GR8 Tech’s Bet It Drives Wraps Season 1 with Stephen Crystal—From Las Vegas Legends to Global Gaming Leadership appeared first on European Gaming Industry News.
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