digits

Traffic report
Trafficology has partnered with data
expert Casino City Press, to provide
insight into website and traffic
trends across affiliate industries
– predominantly in gaming but
including others. In this edition, we
review affiliate programmes per
vertical for August 2023. The below
is a breakdown of the top 20 sites
globally, including both desktop and
mobile, sorted by: overall ranking,
casino ranking, lottery ranking, bingo
ranking, sports betting ranking and
poker ranking.

RANK NAME WEBSITE RANK NAME WEBSITE

1 bet365 Partners bet365partners.com 1 U-ffiliates affiliate.888.com

2 NetHive Affiliate Program nethive.com 2 Buffalo Partners buffalopartners.com

3 Betway Partners Africa betwaypartnersafrica.com 3 Gamesys Group Partners gamesysgrouppartners.com

4 Entain Partners entainpartners.com 4 BC.Game Affiliates bc.game/affiliate

5 Stoiximan.gr Affiliates affiliates.betano.com 5 KTO Affiliates affiliateskto.bet

6 TrafficOn trafficon.io 6 Betsson Group Affiliates betssongroupaffiliates.com

7 eToro Partners etoropartners.com 7 Entain Partners entainpartners.com

8 Betsson Group Affiliates betssongroupaffiliates.com 8 Super Afiliados superafiliados.com

9 Kindred Affiliates kindredaffiliates.com 9 Betfred Affiliates betfredaffiliates.com

10 U-ffiliates affiliate.888.com 10 LeoVegas Affiliate leovegasaffiliates.com

 digits

11 Bovada Affiliate Program bovada.lv/new-bovada-affiliate-program 11 EGO egamingonline.com

12 Betfair Partnerships partnerships.betfair.com 12 bet365 Partners bet365partners.com

13 Melbet Affiliates melbetaffiliates.com 13 GAMING1 Affiliates gaming1affiliates.com

14 Exness Affiliates exnessaffiliates.com 14 William Hill Affiliates affiliates.williamhill.com

15 Rush Affiliates rush-affiliates.com 15 Chilli Partners chillipartners.com

16 Mozzart Affiliate Program mozzartaffiliates.com 16 Videoslots Affiliate Program partner.videoslots.com

17 1xBet Partners 1xpartners.com 17 Kindred Affiliates kindredaffiliates.com

18 DraftKings Affiliates draftkings.com/affiliates 18 Rajbet Affiliates pap.raj.bet/affiliates/

19 Super Afiliados superafiliados.com 19 Rank Affiliates rankaffiliates.com

20 William Hill Affiliates affiliates.williamhill.com 20 TrafficOn trafficon.io

BINGO
RANK NAME WEBSITE RANK NAME WEBSITE
1 bet365 Partners bet365partners.com 1 Entain Partners entainpartners.com

2 NetHive Affiliate Program nethive.com 2 Rank Affiliates rankaffiliates.com

3 Betway Partners Africa betwaypartnersafrica.com 3 Revenue Planet revenueplanet.com

4 Entain Partners entainpartners.com 4 Gamesys Group Partners gamesysgrouppartners.com

5 Stoiximan.gr Affiliates affiliates.betano.com 5 NetHive Affiliate Program nethive.com

6 Betfair Partnerships partnerships.betfair.com 6 U-ffiliates affiliate.888.com

7 Bovada Affiliate Program bovada.lv/new-bovada-affiliate-program 7 bet365 Partners bet365partners.com

8 Kindred Affiliates kindredaffiliates.com 8 Broadway Gaming Affiliates broadwaygaming.com

9 Betsson Group Affiliates betssongroupaffiliates.com 9 Paddy Partners partnerships.paddypower.com

10 Mozzart Affiliate Program mozzartaffiliates.com 10 Betfred Affiliates betfredaffiliates.com

11 Melbet Affiliates melbetaffiliates.com 11 The Bingo Affiliates thebingoaffiliates.com

12 Rush Affiliates rush-affiliates.com 12 Kindred Affiliates kindredaffiliates.com

13 1xBet Partners 1xpartners.com 13 Vista Gaming Affiliates vistagamingaffiliates.net

14 Tipsport Partners tipsport.cz/partner 14 United Commissions unitedcommissions.com

15 William Hill Affiliates affiliates.williamhill.com 15 Reach Gaming Affiliates reachgamingaffiliates.com

16 Betway Partners betwaypartners.com 16 Tau Affiliates tauaffiliates.com

17 Paddy Partners partnerships.paddypower.com 17 Prime Partners primepartners.com

 digits

18 Bet9ja Affiliates affiliates.bet9ja.com 18 Butlers Bingo Affiliate Program butlersbingo.com/affiliates

19 BetMGM Partners betmgmpartners.com 19 PDM Affiliates pdmaffiliates.com

20 Sportsbet.com.au Affiliates sportsbetaffiliates.com.au 20 SilverSpin Partners silverspinpartners.com

RANK NAME WEBSITE RANK NAME WEBSITE

1 FDJ Affiliate Program fdj.fr 1 Stars Affiliate Club starsaffiliateclub.com

2 Lottoland Affiliates lottolandaffiliates.com 2 Winamax Affiliates winamax.fr/en/affiliates

3 Michigan Lottery Affiliates michiganlottery.com/about/affiliate 3 Universal Affiliates universal-poker.com

4 West Lotto Partners westlotto.de/unternehmen/affili- 4 U-ffiliates affiliate.888.com

5 theLotter Affiliates thelotter-affiliates.com 5 Entain Partners entainpartners.com

6 PA iLottery Affiliate Program pailottery.com/p/partners/ 6 bet365 Partners bet365partners.com

7 The Lottery Office Affiliates lotteryofficeaffiliates.com 7 GGPartners ggpartners.com

8 The Health Lottery Affiliate healthlottery.co.uk/affiliates 8 WPN Affiliates wpnaffiliates.com

9 Tipp24 Partners tipp24.com/aktionen/partnerpro- 9 The Spartan Poker Affiliate thespartanpoker.com/affiliate/

10 Affiliate Empire lottogoaffiliates.com 10 CoinPoker Affiliates agents.coinpoker.com

11 Banana Lotto Affiliates bananalotto.fr/affiliation.php 11 WPT Partners wptpartners.com

12 Lottomatrix Affiliates lottomatrixaffiliates.com 12 Everygame Affiliate affiliate.everygame.eu

13 Giant Affiliates giantaffiliates.com 13 Natural8 Affiliates natural8.com/affiliates

14 Lottery Partner partnerlottery.com 14 BetKings Partners betkingspartners.com

15 Lottobay Affiliate Program lottobay.de/partnerprogramm.html 15 HighStakes Affiliates highstakes.com/affiliates

16 LottoElite lottoelite.com/affiliates 16 RSP Partners rsppartners.com

17 Clobet Affiliates clobetaffiliates.com 17 Juicy Stakes Affiliates affiliates.juicystakes.eu

18 LottoHoy Affiliates lottohoyaffiliates.com 18 Kindred Affiliates kindredaffiliates.com

19 MultiLotto.com Affiliates multilottoaffiliates.com 19 Betsson Group Affiliates betssongroupaffiliates.com

20 EAffiliates eaffiliates.com 20 Super Afiliados superafiliados.com

Rankings are estimated using statistical data and should not be considered absolute ranking values. More than
50 complementary top lists are available on the iGamingDirectory.com website operated by Casino City Press.
 commissions

Finding the right fit: Navigating

commission models
Mate Affiliates takes a look at affiliate marketing in the iGaming industry and how
the right affiliate program can lead to success
You know how a good playing field can make all the difference Reviews serve as valuable guides, offering insights into how an
in a game? It’s the same with affiliate marketing in the affiliate program operates.
iGaming industry.
So, your choice of the right affiliate program can either BETTING ON NUMBERS
make or break your success. The awards and nominations may shine brightly, but it’s the
However, with an abundance of affiliate programs available, numbers that reveal the true story.
the question is obvious: How can you make the best choice The stats offer you direction, guiding you in assessing what aligns
for a successful affiliate journey? with your expectations and prompting strategic adjustments when
necessary. But here’s the twist: there are programs that charge
THE DIGITAL CONFETTI affiliates a substantial fee for detailed reports. Sneaky, right?
Reputation is one of the most important factors to consider. Good programs should provide complete, up-to-date statistics.
Affiliates should opt for reputable programs and steer clear of the This not only helps you as an affiliate but it also shows that
bad ones. Well, while this may sound easy, it can be challenging to reputable program is transparent.
actually follow through.
In this industry, awards aren’t just shiny trophies, they’re a BIG TRUST, BIGGER OPPORTUNITIES
testament of dedication, innovation and successful partnerships. We’ve all heard about quality over quantity and there’s no denial
Why do awards matter? Take them as stamps of approval in that. But in some cases, the quantity factor is something that
for their reliability and industry leadership. Just like choosing a maybe you should consider.
mentor who’s been recognised as the best in the game – your So why does the number of affiliates collaborating with an
chances of success automatically shoot up. affiliate program matter so much?
Additionally, pay attention to reviews from fellow affiliates A larger affiliate network isn’t just about size - it’s about trust
who’ve walked the path you’re considering. What are they saying and credibility.
about their experiences with a particular program? Are they When a program works with a substantial number of affiliates,
praising its transparency, communication and overall satisfaction? it inspires confidence.
 commissions

RED FLAGS
Bad reviews might not be found on Google’s first page, but you
can definitely find them. What’s on the internet, stays on the
internet - after all, affiliate marketing is an online business.
Also, there are other red flags to watch out for when
considering affiliate programs. Avoid programs that ask for fees
to join and be careful if programs offer too many bonuses just to
attract you.
Also, an additional concern might be programs that follow
extended payout schedules, such as quarterly or semi-annual
payments. Affiliates in these programs often face frequent cash
shortages, as the program may be holding onto your earnings
longer than necessary.
Another thing to keep an eye out for are hidden costs and
fees that can erode your affiliate commission. While these fees
may not seem like much at first, experienced affiliate marketers
are aware that they can add up and reduce your earnings
considerably when added together.

MATE AFFILIATES BIO

With multiple high-converting brands, Mate Affiliates has rapidly
become a dominant force in the conversion arena. The offering?
Substantial RevShare, attractive CPA and hybrid deals that
genuinely amplify your efforts.
Over the past two years? Boom! Almost 20 recognitions
were added to the Mate Affiliates’ portfolio. Think of it as
their commitment to you, backed by acclaim from the industry
and solidified by the trust all their partners place in this
It signals that the program has been able to attract and retain affiliate program.
partners over time. These affiliates are likely satisfied with the Now, between all the digital confetti and flashing lights is the
program’s offerings, support and opportunities, right? backbone - the Affiliate Managers. These legends are there for
When you become part of such a community, you’re essentially you whenever you need data insights, marketing strategies or
aligning yourself with a program that has a track record of just a chat about the latest trends.
delivering on its promises, which is a strong indicator of reliability. Trust the data, follow the recognition and choose wisely!
Join an award-winning Program now and discover why
COMMISSION MODELS: THE DETAILS thousands of partners have already chosen Mate Affiliates.
MATTER
As you approach the doorway to affiliate success, one crucial
aspect is the commission model offered by the affiliate program.
The essence, they say, is in the details.
Before you decide, make sure to really understand the details of
how the commission structure works.
Affiliate programs offer various commission models, each with
its own strengths and weaknesses. Cost per acquisition (CPA),
revenue share, or the hybrid model are just a few examples.
The choice of commission model can significantly impact your
earnings. So, consider which aligns best with your goals
and strategies.
For example, if you’re good at attracting lots of visitors but
struggle with converting them into committed actions, using
a CPA model can help provide stability. On the other hand,
if you’re willing to invest time in nurturing long-term player
relationships, a revenue share model could generate substantial
earnings. But why not both? There are affiliate programs that
take pride in providing hybrid commissions, allowing you to
leverage the strengths of both approaches.
 SPORTS MEDIA

Are affiliates under threat from

sports media companies?
The Game Day’s Matt Heiman discusses with Trafficology how the US affiliate market
has changed since the modern face of US sports betting and how media companies are
impacting affiliates by moving into the sports betting space

When looking at the US market, do affiliates have more betting industry, making them valuable partners for media brands
competition now that sports media brands are getting into aiming to diversify their revenue streams.
sports betting? “Despite the growing competition, the expanding US sports
“The entry of sports media brands into the US sports betting betting market offers ample space for both traditional affiliates
arena has intensified competition, but this trend has also created and sports media brands. The market’s growth unveils a broader
collaboration opportunities. While sports media brands have a audience to target and more opportunities to fulfil demand for
strong online presence and a built-in audience, many of them betting content services.
choose to partner with affiliate companies like The Game Day. “At The Game Day, we are evolving, expanding and gradually
These cooperative efforts allow media companies to simplify transforming into sports media brands in our own right. We are
the complexities and resource-intensive tasks involved with investing in quality original content, developing engaging platforms
affiliate work. and building a brand presence that resonates authentically with
“Affiliates bring specialised knowledge and expertise in the sports enthusiasts.
“This evolution positions affiliates to not only compete but
also collaborate with established media brands, ultimately
contributing to the vibrant, competitive landscape of the US
sports betting market.”
Heiman pushes the idea that although the competition is
getting more intense, the room is there for multiple sports
media companies and affiliates to operate in the US sports
betting market. However, this is a market that has seen the
fall of several sports betting operators in recent months, with
MaximBet, PointsBet and Fubo Sports all baulking at the
sheer cost of continuing operations.
However, with the affiliate market, channelisation is the name
of the game and affiliate companies already come armed with
expertise from other markets.
Next, Heiman talks about the impact that the affiliate market
could see with sports media companies using their already
established customer bases to channel customers.

What is the impact on affiliates going forward if more media

brands decide to use/channel their existing customer bases?
“First-party data has always proven valuable. Many affiliates either
build (or should be building) such marketing information. Media
brands’ existing customer databases are often large; however, they
may not translate seamlessly into “sports bettor” and more so
classify as casual betting enthusiasts.
“The affiliates continue to add enhanced value through
becoming not only an “articles destination,” but also an education
hub for the sports fan wanting to learn more about casual (and
 SPORTS MEDIA

newly legal) sports betting. This value gained through content will Regulation (GDPR) in 2018, exemplifies this shift toward data
help affiliates compete (or partner up) better with media brand privacy. GDPR mandated explicit consent for data processing,
entrants newly entering the affiliate space.” necessitating greater reliance on first-party data and clear user
Heiman’s point about sports media brands having a large consent for data use. The trend is mirrored in other regions too,
database of people that is not necessarily geared towards being like the United States with the California Consumer Privacy Act
translated into sports bettors is entirely accurate. Many that buy (CCPA), underlining the global movement toward user privacy and
products and services from sports media companies may not be control over personal data.
eligible to bet and under the legal age of requirement, while others “The heightened value of first-party data lies in its reliability and
could be those that are broadly uninterested in betting at all. direct connection with users, offering precise insights into behaviour
In the end, this comes down to how vast the pre-existing and preferences – all with user permission. As affiliates invest in
customer databases are – for the likes of Fanatics, which has sold cultivating their databases, they gain a deeper understanding of their
billions of dollars of sporting merchandise to people around the audience, facilitating accurate targeting, personalised marketing and
globe, the list is huge. So, despite many not being interested or improved user experiences.
eligible to bet, many more will be. “By leveraging first-party data effectively, affiliates can
For the existing affiliates, Heiman’s comments that those minimise dependency on third-party systems and costly ad

“The affiliates continue to add enhanced

value through becoming not only an 'articles
destination,' but also an education hub for the
sports fan wanting to learn more about casual
(and newly legal) sports betting”

MATT HEIMAN
companies will have built existing databases is spot on – channels, ultimately optimising marketing endeavours and giving
the likes of Better Collective and Catena Media will have their audience a better user experience.”
customer bases to draw from. However, the sports media While Heiman discusses giving users a better experience
companies could still dent affiliates’ business by using their (UX) by leveraging first-party data, the point he makes about
own existing customer information. the restrictions on what can and can’t be used – especially in Europe
This led into the final question, where Heiman addressed the – is clear.
historical use of information by sports media brands and affiliates. Sports media brands might have a list of consumers that they
can target, but the companies may not have any idea what the
Has this been seen in other places before, if so what happened conversion rate of those customers will be. Affiliates, meanwhile, will
in those countries? have a better idea of this as they are using databases and techniques
“Globally, the surge in first-party data importance stems from designed to channel bettors to operators.
heightened privacy concerns impacting third-party tracking Overall, this means that affiliates do have competition in
systems, a vital tool for effective targeting and retargeting in the the US in the form of sports media companies that are trying
affiliate realm. Privacy measures, notably seen in iOS and other to invade the sports betting market. However, for sports
platforms, have significantly restricted third-party tracking, media brands, this is harder due to their existing lists being less
pushing businesses, especially affiliates, to prioritise their own targeted than the affiliates’ – despite the fact that sports media
first-party data for marketing strategies. companies may have much bigger and broader customer bases
“Europe, with the enforcement of the General Data Protection to single out.
 LATAM

South of the border

Simon Hovmand-Stilling, CEO of Better Collective South America, discusses
Better Collective’s moves in South America, how his role has changed since
he joined the company five years ago and the company’s recent purchase of
Torcedores.com
Better Collective has recently acquired Torcedores.com, the audience of sports fans - here Torcedores.com fitted perfectly
latest purchase in Better Collective’s LatAm expansion; do you with our strategy and our vision to become the leading digital
see the current situation in LatAm as a rush to acquire as sports media group. Our long-term ambition is to make us the
many local companies as possible before sports betting is go-to partner for businesses that want to activate their brand
fully regulated? in a sports context – whether it is sportsbooks or partners from
M&A plays an important role in our growth strategy. We other industries.
follow the same playbook in South America, which has proved
successful in both Europe and the US. Why were the deal’s details not disclosed to the public? Is this
When evaluating potential acquisition targets we look for something that’ll be public in the next quarterly report?
sports media with a strong presence, great content and a loyal We decided not to disclose the purchasing price so it is
not something we disclose in our quarterly report either.

In terms of your role, how has it changed in the last five

years or so?
I joined Better Collective almost five years ago and have since
been involved in various parts of the business - e.g. establishing
our Media Partnerships division together with a talented team.
I relocated to Rio de Janeiro with my family almost half a year
ago to build a dedicated Better Collective South American
organisation, and I am pleased we have already managed to
onboard some very strong talent. It is safe to say it has been
some adventure and I am confident that the next years here in
Brazil and South America will bring new exciting things for
Better Collective, me and my family.

What do you expect will happen in the LatAm affiliate market

in the next five years? Is the name of the game constant mergers
and acquisitions to ensure that Better Collective remains the
largest affiliate for the foreseeable future?
We expect some consolidation in the market, which we have
seen in both Europe and the US post regulation. We see this as a
natural evolution following the regulation of the market. With a
vision to become the leading digital sports media group globally
we have a clear ambition to be a leader in this important region as
well. Our ambition is to utilise our strengths of creating content
that excites, attracts and retains our audience while deploying our
diversified revenue streams to grow our brands. As a group, M&A
is an important part of our strategy as we fundamentally believe
that localisation and cultural understanding of each market is
crucial to produce content that excites and engages sports fans –
which again strengthens our opportunities to create results for
our partners.
Simon Hovmand-Stilling
 crypto corner pt.1

Affiliates getting paid should be an

effect, not a cause
Adam Gros talks to Trafficology about crypto casinos and asks if operators and
affiliates cater to the same end users
The world of online gambling is made of players looking to have a offering something exciting and unique to their audiences,
good time on one side and operators offering games and affiliates and on the other hand, already have an agenda that will make
helping players navigate the vast space of online operators on the the operator brand stand out from the crowd and continue
other. In other words, both operators and affiliates cater to the developing high-quality services affiliates (and operators
same end users - the players. But do they? themselves) can promote.
At Gamblineers, we spend a significant amount of time For this to work, operators must be ready to push the
trying to find online crypto casinos to partner up with. We’ve limits and keep coming out with quality novelty products and
noticed that establishing new partnerships and keeping old ones services. At the same time, affiliates must make their mission
has become increasingly difficult. to bring these products and services in front of their audiences
Even if we put aside that most operators can’t seem to keep because they are actually good rather than because they were
an affiliate manager employed in their current position for paid to do so.
more than a year, it’s nearly impossible to meet an operator But what we really have is a market saturated with affiliates
representative who’s even remotely interested in doing claiming to offer unbiased and objective reviews and listings,
something long term that would benefit both parties. even though everybody seems to be aware that the best-rated
When I say, ‘benefit both parties,’ I mean help affiliates to keep casinos are the ones that pay the most to be there. We’ve had
 crypto corner pt.1

“of the hundreds of brands we’ve

worked with, I could probably name
only a couple that are visibly working
towards making something new and
better for their players”
Adam Gros

multiple cases where brands came to us with exact references Meanwhile, working with operators with that trend-setting
of what some of the most reputable affiliate brands charge to quality and what it takes to stand out is wonderful. Although
be placed in the top 3 on particular pages of their websites. players might not know they are playing in a quality casino,
On the other hand, of the hundreds of brands we’ve worked they keep playing, have a great experience and keep returning.
with, I could probably name only a couple that are visibly And that, in turn, also pays affiliates because it generates a
working towards making something new and better for their steady and rewarding revenue. But this is an effect and not
players. Most operators ‘lag behind’ with the same games, the cause.
payment options, promotions and most other services they
have while calling themselves ‘the number one crypto casino.’
Of course, I might be wrong on this whole matter. But in my
opinion, if you offer the same as the next hundred brands, you
can’t expect to perform better. I also believe this to be one of
the top issues why making and keeping long-term partnerships
between affiliates and operators seems to hit a brick wall.
When the negotiations of the partnership begin, the
operator’s go-to strategy is usually to offer a higher deal (either
CPA or revenue share) in return for a higher placing on the
affiliate website. This is already a red flag if you value honesty
because what you get paid as an affiliate has nothing to do with
how good an operator is, which is what top placings on affiliate
websites usually represent. It wouldn’t be an issue if affiliate
listings were ads because players would see them as ads. But
they aren’t. Or, at least, they aren’t marked as ads.
The problem is that this is the only language operator
representatives know - we pay and you deliver. Everything
else we put on the table gets rejected because everything else,
in this case, means offering something so unique that almost
no competitor has it or something much better than what
competitors have, that will naturally deserve to be featured
on top of everything else. I understand that what we’re asking
for requires a lot of work and resources. But this must be done
if we want to grow in this industry and make it a high-quality
experience for all players.
 ETHICS

The ethical side of casino affiliation

Dmitry Rogalchuk, Head of Content at CasinoCanada, highlights to Trafficology
why promoting responsible gambling is a benefit to the affiliate industry and how it
can lead to a more sustainable future for the industry
Since we first started in the industry back in 1999, we have at insights from the broader iGaming sector and how affiliates
observed the ever-growing importance of responsible affiliate can best prepare for an increasingly complex and daunting
marketing in this space, how regulators are changing their rules regulatory landscape.
and how we, as affiliates, must adapt. The tightrope has never
been more precarious. THE IMPORTANCE OF PROMOTING
Online gambling and betting are becoming increasingly RESPONSIBLE GAMBLING
popular as a pastime – it is expected to grow from $267.5bn There are several legal and ethical responsibilities that apply
in 2022 up to $281.77bn in 2023 to $1.4trn by 2030, to an iGaming affiliate – a few of which we will analyse in
according to a market report by Global Industry Analysts greater depth below.
released in September 2023.
With so much money sloshing around the business, there is a BALANCING BETWEEN PROFIT AND
greater resolve from world governments to ensure the protection RESPONSIBLE GAMBLING PROMOTION
of players. With the increase in technology, affiliate marketers in
It is our belief that the role of affiliates has never been the gambling industry face a constant ethical dilemma;
more important in the stewardship of a player. We take a look balancing between promoting responsible gambling and
driving business forward.
On one hand, they are required to encourage responsible
gambling. On the other hand, as business entities, they are
driven by the need to increase their user base and grow their
revenues, which can lead to the promotion of excessive gambling.
This creates a murky ethical landscape where decision-making
becomes a tightrope walk, searching for equilibrium between social
responsibility and business growth.
We believe the counter to this is to be consistently transparent.
Make content as digestible as possible. Stick to responsible
gambling guidelines. If in doubt about a promotion, check with
your partner. Diligence, pro-activeness and sensibility should at
the forefront of all affiliates when it comes to this space.

REGULATORY COMPLIANCE
The more regions in which you operate, the more challenging it
becomes to keep up to date with regulation. Having a diverse and
expert legal team in place, one that comprehensively understands
the landscape and any potential issues down the road, is vital.
Often, using legal contacts within a region or country is the
most beneficial – naturally, they are likelier to have a better grasp
of the situation than someone outside the country’s culture and
collective attitude towards gambling.
Affiliates must also recognise their role in guaranteeing a safe
space for players. The content must meet the strictest content
directives through the responsible gambling lens.
Down the years, we have noticed how stringent our partner
casinos are becoming on fact-checking even the slightest error
in copy and cross-checking with regulatory agencies. Non-
compliance can be catastrophic for the affiliate - collaborators will
 ETHICS

simply stop working with a business if they feel they are at risk to have a licence, too. In the US and Romania, for example,
of becoming implicated into marketing material that isn’t up affiliates cannot advertise without one.
to scratch.
Understanding these trends allows affiliates to align their
EXPERIENCED TEAM marketing strategies with the industry’s commitment to
The gambling industry has come on leaps and bounds, and promoting safe and responsible gaming. This not only fosters a
alongside it, so has the demand for better writers. One of the positive image for the affiliate but also helps to mitigate the risks
problems affiliates often face is inexperienced content creators. associated with problem gambling.
The problem with such writers is that they don’t know the nuances
and regulatory restrictions of a given region. BOTH BUSINESS AND AFFILIATES RESPONSIBLE
It’s not enough to just write according to the brief, it’s important According to a set of guidelines established by the UK Advertising
to take into account market nuances, especially in a sector which is Standards Authority in Online Affiliate Marketing: “Both the
growing and changing so rapidly. business and the affiliate marketer are responsible under the
For example, earlier in 2023, Ontario launched its licence and Code, notwithstanding the fact that the ads may have been
introduced a number of regulations for operators that also affect created solely by the affiliate without any input from the
the affiliate business. A lot of time has passed since the launch business themselves.”
of the licence, but, unfortunately, we still come across content With this in mind, we think in-depth collaboration between the
writers who need to upgrade their knowledge. business and the affiliate is crucial and beneficial for all parties.
From the business side, any brief must be crystal clear.
RESPONSIBLE GAMBLING TRENDS It is imperative our industry is proactive rather than reactive in
When it comes to responsible gambling trends, the future waits staying on top of the responsible gambling issues.
for nobody, including affiliate business. Here are some of the most
important trends affiliates need to know about: FINAL THOUGHTS
• Provision of responsible gambling tools. Sources must In the end, responsible gambling should always be the priority
be visible and easily accessible and linked with the official for affiliates in the online casino industry. By upholding ethical
website to tackle addictive gambling. standards and promoting responsible gambling practices,
• Explaining the risks. Educational content is just as affiliates can positively impact players’ lives and the industry’s
important as promotional content. Players must have overall reputation.
enough guidance and information on how to recognise and If there is a collective strive towards a more responsible and
stop gambling addiction. sustainable future for online gambling, the better it is for the
• Transparent content. Affiliates strive to make their content player, the operator and the affiliate.
clear, accurate and concise and to break down odds, We firmly believe it is the responsibility of every individual
payouts or bonuses into digestible content for their readers. involved in the industry to promote responsible gambling and
• AI data analytics. There’s also a growing trend of leveraging ensure that players can gamble safely and healthily.
AI-powered data analytics to personalise and tailor
communication strategies to prevent problem gambling.
We, ourselves, are also working on implementing an
AI-powered chatbot capable of analysing all available
offers and suggesting the best options based on
deposit amount. It can even help players locate the most
trustworthy casinos, according to our pre-set criteria.
• Social activity. Be socially active and transparent.
Participation in podcasts and interviews increases company
name recognition. The more open you are, the more
transparent your brand becomes, showcasing the business’
collective ability to adapt and meet the required standards.
• Licences for affiliates. Each territory has its unique laws and
regulations for gambling and advertising, necessitating a
tailored approach to marketing strategy. The rise of digital
platforms and the global nature of the internet further blur
jurisdiction lines, adding another layer of complexity to
adherence to responsible gambling marketing guidelines.
On top of all that, some regions actually require affiliates

Trafficology is brought to you every month by the Gambling Insider team at Players Publishing. For all editorial enquiries please
contact us at [email protected], and for advertising enquiries please contact commercial director Deepak Malkani
at [email protected]. We would like to thank the following contributors to this issue: Matt Heiman, Simon Hovmand-Stilling,
Adam Gros and Dmitry Rogalchuk.Company: Casino City Press and Mate Affiliates. “You can't be a real country unless you have a beer
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