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Why studios need to promote their games

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Elliott Resnick, Head of First Look Games, says that due to the highly competitive nature of the industry studios need to get their games in front of players if they are to succeed in the long term

Slot studios are fighting for operator attention in a highly competitive marketplace. There are literally hundreds of developers pushing thousands of games with endless new titles launching every month. So being heard above the noise made by rivals is a vital key to success.

Developers also face fierce competition when it comes to directing players to their games. Operator lobbies are stocked with thousands of titles, with game positioning often the difference between whether a title sinks or swims.

But what if affiliates could not only fulfil their traditional objective of new traffic to operators but also drive awareness of a studio’s content and have players specifically look for the game regardless of where they are positioned in casino lobbies?

To do this, studios must promote their games to players as well as operators, but that isn’t easy given developers take a small proportion of the revenues made on their slots. Above-the-line marketing is simply not an option for the majority of studios, so they have to look to other ways of gaining the attention of operators and players.

But due to the expensive nature of traditional game development, and the time it can take to bring a slot from concept to market (this can take anywhere from four to twelve months) studios must not leave game discovery to chance and instead proactively promote each of their most anticipated titles.

It is also important for studios to provide operators with easy access to information and assets about their games, not just for the purpose of selling their titles but also for other areas such as inclusion in the operator’s marketing and CRM. Without this, developers are missing the final but crucial step in launching their game – which is proactively letting players know about it.

This has led several studios to partner with slot streamers but while that now hangs in the balance pending Twitch’s upcoming announcement on 18 October, others are leveraging the incredible reach that traditional affiliates can provide. But striking partnerships with publishers can be labour intensive – something that already stretched teams have little time to dedicate to unless they hire someone dedicated to affiliate outreach pretty much full-time.

That is where First Look Games comes in, providing the world’s first platform that directly connects studios with all registered affiliates in the iGaming space who regularly craft detailed new game reviews designed to generate referrals to one or more online casino partner.

A publisher’s access to First Look Games is free, allowing all game studios to deploy finished/approved creative packs direct to an entire affiliate community within minutes. It puts the power in the developer’s hands, giving them control over the information and assets they share, and when they share them.

Affiliate marketing allows studios of all sizes to put their games in front of players and potentially build anticipation around future releases. For established studios that have highly sought-after content coming, affiliate marketing can drive large numbers of reviews along with significant awareness that a new game is set to land. For small studios starting out, it can make a difference between being prioritised for an operator integration or being left out. For those in the growth phase, game promotion can assist with realising greater ROI.

Studios can additionally use the feedback they receive from affiliate game reviews to guide future slot development by understanding what has and has not hit the mark with the player community. This feedback is incredibly valuable.

What’s more, affiliates are very cost-effective when compared to other forms of B2C marketing and can help studios to reverse engineer interest in their games where reviews are strong and the audience has a clear appetite for their content.

But right now, studios are not maximising the potential that affiliates provide. The studio-affiliate relationship is still relatively new which is why this marketing channel can be overlooked in terms of the value it can deliver.

First Look Games has been designed to do much of the heavy lifting on behalf of the studio, providing them with access to more than 800 approved publishers with their combined reach being more than 20 million players around the world.

Studios simply upload game information and assets to their dedicated library, and then our network of approved affiliates can access these files and use them to produce content such as game reviews or video content. The entire platform has been designed to be easy to use by any member of a studio’s team.

Despite this, we often find the studios do not know where to position us within their business – sometimes we are seen as a marketing resource, other times as a tool to support the commercial team. We can be both, but it shows just how new this area of game promotion is.

Over time this will change, especially when studios start to see the incredible success their rivals are having in the affiliate space by unlocking more of the potential in their games.

Getting any title in front of more of the right people is simply good business and in such a competitive market, that can be the difference between a studio succeeding or failing.

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Firesand launches Firesand Shield to combat rise in iGaming account fraud attacks

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Firesand, a leader in iGaming security services and software, has developed a cutting-edge Anti-Account Fraud solution to safeguard iGaming operators and platform providers from escalating credential-based cyber threats.

Firesand Shield is a best-in-class product that has been designed to address the growing complexity of account fraud that has impacted the global iGaming industry in recent times, which in some cases has resulted in loss of business, damaged reputation and regulatory fines. Common examples of account fraud include credential stuffing, dictionary attacks, and common password exploitation.

The new solution provides proactive, intelligent detection and prevention against the full spectrum of account compromise techniques, without relying on user-disruptive CAPTCHAs or blunt blocking mechanisms, to ensure the end user experience remains uninterrupted.

Unlike legacy or bot-only detection tools, Firesand Shield leans on the company’s specialism as a penetration testing service provider to focus on attack patterns, regardless of whether the source is human, bot, or hybrid, offering unmatched insight and agility in protecting operator user accounts and platform integrity. It includes in-depth attack analysis and reporting to provide greater transparency and clarity over the source of each security vulnerability.

With a product upgrade roadmap that includes geolocation anomaly detection, VPN usage analysis, and AI-powered behavioural profiling, Firesand Shield is set to offer operators and platforms significant peace of mind to stay ahead of security threats as they evolve.

Chris Blake, Director at Firesand, said: “Account fraud is a growing threat to the global iGaming industry. There have been multiple cases in the previous year alone where user data has been breached, leading to a detrimental impact for businesses targeted.

Firesand Shield has been designed to support operators and platform providers of all sizes to sharpen their security capabilities as these attacks become more common and sophisticated. Underpinned by our superior iGaming security excellence, we are well positioned to further strengthen online systems on a global scale.”

With a proven track record of developing bespoke security platforms for a range of industries, Firesand brings unmatched credibility and expertise to the iGaming space, combining technical solutions with practical, actionable defence capabilities for high-risk digital environments.

The post Firesand launches Firesand Shield to combat rise in iGaming account fraud attacks appeared first on European Gaming Industry News.

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Betano Teams up with FIFA as Official Partner of the FIFA Club World Cup 2025™ for South America

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Betano, a leading online sports betting brand owned by Kaizen Gaming, is today announcing a new partnership as it becomes Official Partner of the FIFA Club World Cup 2025™ for South America.

Following a successful collaboration for the FIFA World Cup Qatar 2022TM, Betano and FIFA are once again joining forces to excite and entertain football fans throughout the FIFA Club World Cup 2025. The new tournament features 32 of the world’s top club teams competing in the United States from June 14th to July 13th, culminating in the final at MetLife Stadium in New York, New Jersey. All 6 international confederations under FIFA will be represented, with teams’ qualifying on sporting merit such as winning their respective major continental club competition or through a ranking from having strong performances over a four-year period in the continental competition.

George Daskalakis, co-founder and CEO of Kaizen Gaming, said: “After being the first sports betting operator to support the FIFA World Cup™ in Qatar in 2022, we are proud that Betano is joining forces with FIFA once again – this time for the FIFA Club World Cup 2025™. It is a privilege to work closely with FIFA for a tournament that brings together millions of fans from all around the world as they get to watch the best club teams and players football has to offer. This year’s tournament is particularly special, as it marks a moment in history as the inaugural edition.”

Romy Gai, Chief Business Officer at FIFA said: “We are thrilled to be collaborating once again with Kaizen Gaming and its Betano brand. Our shared ethos of enhancing the fan experience delivered huge successes during the FIFA World Cup Qatar 2022TM, and we are excited to be working with their team to deliver another world-class tournament. Over the past three years, we have seen the Betano brand grow and expand, and we know fans will be excited for this next step.”

The post Betano Teams up with FIFA as Official Partner of the FIFA Club World Cup 2025™ for South America appeared first on Gaming and Gambling Industry in the Americas.

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Affiliate Industry

Meet MegaList: The Rising Force in iGaming Affiliation

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There are affiliate networks, and then there’s MegaList – a performance-first, hype-last kind of operation built for casino and sportsbook brands that prefer results over buzzwords.

In an industry that sometimes feels like it’s powered by vague metrics and recycled content, MegaList steps in as the “Mega Map” – a practical, data-driven network guiding both players and operators to higher ground. Less “look at our reach,” more “here’s your conversion rate.”

So no, this isn’t just another logo-stamped brand promising traffic and delivering bounce rates. This is a carefully engineered affiliate engine built on smart SEO, qualified leads, and just enough caffeine-fueled obsession with results to make even the most skeptical operators pay attention.

The iGaming Affiliate World: Why It (Still) Matters

Let’s be honest – the affiliate space in iGaming has had its fair share of bad actors and empty promises. But when done right, affiliate marketing is still one of the most effective and efficient ways to connect licensed operators with the right players.

Players want fewer popups, more clarity. Operators want actual ROI, not vague impressions.
Enter: the data-driven affiliate network.

It’s simple:

  • Informed players make better choices.
  • Strategic affiliates deliver better traffic.
  • Everyone wins. Except, of course, the shady operators who preferred it the other way.

Meet the MegaList Brands

These aren’t vanity microsites. Each MegaList brand has a specific mission, actual humans behind the content, and a reputation for, well… telling it like it is.

MegaCasinoList


Let’s face it – players don’t need another affiliate promising “top 10 casinos” based on whatever ad paid the most. They need honest, transparent, expert-backed reviews.

That’s where MegaCasinoList comes in – a platform that filters out the noise and delivers legit info on licensed casinos, security, fairness, and gameplay. Slots? Live dealer games? Payout speed? Yep, it’s all in there, and it’s all vetted.

They work with reliable operators only, because – and here’s a crazy idea – not every shiny site deserves your deposit.

MegaTipsList

If you like sports predictions that read like a 20-page legal document, you’re in the wrong place.

MegaTipsList is built for bettors who want real insights, fast reads, accurate tips, and actual value. It delivers predictions, sports news, and timely promotions – minus the fluff and with none of that “win guaranteed” nonsense.

Designed for bettors who like to stay informed without needing a PhD to understand the odds.

MegaBetList

For the practical bettor who just wants the facts: which sites are legit, which ones pay fast, and what to expect before placing your first wager.

MegaBetList reviews betting platforms with a clear, no-nonsense voice. It’s not trying to dazzle; it’s trying to help people bet smarter – and it’s doing a pretty solid job of it.

From licensing to promotions to usability, everything is covered – and everything is filtered through what actually matters to sports fans.

Why This All Matters (And Why It’s Working)

The iGaming world doesn’t need more noise. It needs better filters, smarter partners, and affiliates that actually care whether the traffic leads somewhere useful.

That’s where MegaList comes in – not to impress with buzzwords, but to perform, to scale, and to make sure both operators and players are on the same page for once.

And if we may drop in a little vision while we’re at it:

“At MegaList, we believe informed players and strategic operators shape a stronger, smarter iGaming industry.”

For once, a statement that isn’t just inspirational filler.

So the next time someone pitches you an affiliate network, ask one thing: “Do they have a plan, or just a landing page?”

 MegaList has both, and a track record to prove it.

Explore MegaList’s network:
🔗 MegaAffiliatesList.com

The post Meet MegaList: The Rising Force in iGaming Affiliation appeared first on European Gaming Industry News.

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