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Affiliate Industry

Engagement and retention: Keys to affiliate marketing success in iGaming

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By: Anastasiia Kapsha, Chief Marketing Officer at Alpha Affiliates

When we look back, even to just a decade ago, we can see just how far the affiliate marketing sector has come and the rapid advances as new technologies and tactics entered the sector. Affiliate marketers have witnessed first hand just how important it is to leverage these technologies and create new strategies to keep pace and engage audiences.

Today, amid the widespread interest in AI to deliver more personalised experiences, and shift to audiences seeking more captivating experiences from Augmented and Virtual Reality (AR and VR), the strategies for building and retaining engagement are changing.

To stay ahead and foster long-term engagement, affiliate marketers must familiarise themselves with the latest technologies, trends and techniques. Let’s look at the key trends ahead to driving engagement, and retention in 2024.

 

Leveraging AI to better understand your audience

AI has been much welcomed by marketing professionals, who are seeking more effective and efficient ways to connect with their audiences, and drive more personalised experiences. At Alpha Affiliates, we’re already seeing AI prove invaluable in areas such as banner creation, enhanced analytics and predicting user behaviour.

As well as supporting content creation, AI can amplify the effectiveness of campaigns, ensuring they resonate with the target audience. AI’s ability to analyse past patterns and behaviours, means affiliate marketers gain valuable insights which allow them to anticipate the actions a user will take, and offer more tailored content and promotions as a result.

In the iGaming sector, engagement is everything. Personalising affiliate marketing campaigns with the help of AI can be a gamechanger. Just imagine being able to predict when a user is likely to become a VIP player, and tailoring your marketing efforts accordingly. This level of personalisation not only enhances the user experience, but fosters long-term loyalty and engagement, as a result.

Embracing AI tools will be crucial in producing more effective, creative and impactful affiliate marketing campaigns in the iGaming sector.

 

Captivating audiences with immersive experiences

iGaming is all about excitement, interaction and engagement. We find that users want to experience more tangible, fun and immersive experiences. This is where Augmented Reality (AR) and Virtual Reality (VR) can be leveraged to create a sense of realness and blur the lines between the digital and physical world.

Although AR and VR technologies are still in developmental stages within the iGaming sector, they hold huge potential for captivating audiences and driving engagement. AR and VR can take campaigns in the iGaming world to new heights. Imagine an VR experience that transforms users to a virtual casino, surrounded with lifelike graphics and social interactions. By offering these immersive experiences, affiliate marketers can create “pinch me” moments that leave a lasting impression and foster deeper connections with their audiences.

 

Diversify your strategies to reach different audiences

The future is multi-channel. Diversifying content and communication channels is key to engaging different audiences across different platforms, and retaining them.

What is the most effective way to connect with your audience? How will they respond? These are a few of the key questions to ask yourself as an affiliate marketer working within the iGaming space. With these considerations, you can work out the best strategy based on your targets. It could be crafting blog posts that resonate with industry enthusiasts, or leveraging influencer marketing to tap into niche communities.

Taking a multi-channel approach that looks at diverse strategies, affiliate marketers can ensure that they can reach different audiences globally and provide value in a way that aligns with their audiences’ unique preferences, interests and tastes.

The reality is, the sector is constantly evolving. And with the introduction of new technologies and trends, affiliate marketing strategies have to evolve too. By embracing the latest technologies, diversifying communications with different audiences, and prioritising personalisation, affiliate marketers can position themselves for success in 2024 and beyond.

The post Engagement and retention: Keys to affiliate marketing success in iGaming appeared first on European Gaming Industry News.

Affiliate Industry

Amusnet Enters into Partnership with Casino.Online

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Amusnet has entered into a partnership with Casino.online, an affiliate dedicated to delivering in-depth reviews and comparisons of online casinos targeting players in multiple languages and regions, including Bulgaria, Spain and Portugal. This collaboration will focus on showcasing comprehensive reviews of Amusnet’s extensive portfolio of premium casino titles to a broad global audience, starting with the slot Extra Crown Deluxe.

The slot’s is a sophisticated evolution of the company’s signature and top-performing slot Extra Crown, highly recognised in various markets. Extra Crown Deluxe stands out with its 5 reels, 20 fixed paylines and top-notch sound effects complemented by a number of special features including the popular Gamble feature, allowing players to multiply their winnings, as well as the Jackpot Cards bonus game, where players have the chance to win one of four progressive jackpots.

“Partnering with Casino.online presents an opportunity to expand the reach of our games and connect with an audience that values high-quality gaming experience. We’re thrilled to highlight top-performing titles like Extra Crown Deluxe and deliver even more engaging content designed to enhance the player experience across all platforms. Casino.online’s solid reputation and deep insight into local player preferences – particularly within our valued Spanish, Portuguese, and Bulgarian markets – make them an ideal partner as we expand our international presence,” said Liliya Chatalbasheva, Chief Marketing and Communications Officer at Amusnet.

“At Casino.online, we genuinely care about our audience and are committed to connecting them only with the best brands in the industry. Amusnet stands out as one of the top gaming providers worldwide, and we’re proud to do everything we can to support their brand awareness and bring their exceptional games to more players,” said Joshua Rawlings, Head of Strategy at Casino.online.

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Comic Con India and IICT Sign MoU to Advance Talent Development in the AVGC-XR Sector

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In a move that bridges academia and the creative industries, Comic Con India and the Indian Institute of Creative Technologies (IICT) have signed a Memorandum of Understanding (MoU) to collaborate on initiatives across animation, gaming, comics, and extended reality (AVGC-XR). The agreement was signed by Ashish Kulkarni, Board Member, IICT, and Shefali Johnson, CEO of Comic Con India, during the inauguration of the IICT-NFDC Campus and the release of the WAVES Outcome Report in Mumbai.

The event was attended by senior government leaders including Shri Devendra Fadnavis, Honourable Chief Minister of Maharashtra; Shri Ashwini Vaishnaw, Honourable Minister for Railways, Information & Broadcasting, and Electronics & Information Technology, Government of India; and Shri Sanjay Jaju, Secretary, Ministry of Information & Broadcasting, Government of India.

Comic Con India is the country’s premier pop culture celebration and the largest platform for fans and creators of comics, gaming, animation, cosplay, movies, and all things geek culture. Since its inception, it has become a cultural phenomenon, bringing together millions of fans through annual events across multiple cities.Now part of NODWIN Gaming’s growing portfolio of youth-focused IPs, Comic Con India continues to champion original content and homegrown talent, playing a pivotal role in shaping India’s pop culture landscape and providing young creators with a vibrant stage to showcase their work.

IICT, a National Centre of Excellence exclusively dedicated to the AVGC-XR sector, was announced in May 2025 by the Ministry of Information and Broadcasting in collaboration with industry bodies FICCI and CII.

Positioned to be a game-changer for India’s creative industries, IICT is envisioned to follow the successful model of India’s prestigious IITs and IIMs, offering world-class education, training, and industry exposure to aspiring students.

This strategic partnership brings together Comic Con India’s legacy of building fan-first platforms for creators with IICT’s national mandate to foster next-generation talent across creative disciplines. The collaboration aims to offer students immersive opportunities to showcase their work, engage with industry leaders, and participate in real-world creative environments.

Key highlights of the MoU include:

  • Student engagement at Comic Con India events, with a dedicated IICT Creative Showcase zone

  • Masterclasses and guest lectures by industry professionals from the comics, gaming, animation, and XR fields

  • Hackathons, design jams, and content showcases to promote original IP development

  • Internships and behind-the-scenes learning opportunities for IICT students at Comic Con India

  • Initiatives to grow India’s grassroots creator ecosystem, with a focus on youth, fan art, and indie content.

Shefali Johnson, CEO of Comic Con India, said, “We are proud to collaborate with IICT as part of the broader AVGC-XR vision for India, and we are excited about the positive impact this partnership will have in nurturing homegrown creative talent—especially in the field of comics. This collaboration is about creating meaningful pathways for IICT students to engage directly with the industry. Through Comic Con India, students will be able to gain valuable mentorship from leading creators and professionals, connect with the wider pop culture community, enhance their creative skills, and understand the commercial aspects of their craft. We also aim to contribute to building a curriculum that reflects the practical needs of the industry, ensuring students are fully prepared to step confidently into their professional careers.”

Ashish Kulkarni, Board Member, IICT, added, “Our goal is to make India a global hub for creative content creation & build the leadership through Indigenous Intellectual Property for AVGC-XR and Film making. I believe this partnership perfectly aligns with the government’s AVGC-XR vision of building a globally competitive talent pool, and it will pave the way for Indian creators to make their mark not just nationally but on the world stage. Together with Comic Con India, we look forward to building a vibrant pipeline of storytellers, innovators, creators, publishers, and cultural ambassadors from India, carving the pathways for Indigenous IPs using transmedia eco-system.”

According to the FX & Beyond: Shaping India’s AVGC Landscape report, India’s AVGC XR sector currently represents nearly 20% of the broader media and entertainment industry, with revenues expected to grow from around US $3.9 billion in 2023 to US $6.8 billion by 2026. The sector is projected to generate over 160,000 new jobs annually, building toward more than 2 million direct jobs by 2030.

The MoU reflects a shared commitment to nurturing talent, accelerating IP creation, and building a sustainable pipeline of skilled professionals in AVGC-XR fields. Specific programs and activations under the agreement will be announced in the coming months.

The post Comic Con India and IICT Sign MoU to Advance Talent Development in the AVGC-XR Sector appeared first on European Gaming Industry News.

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Affiliate Industry

Affiliate Leaders Summit Grows 40% as Global Operators and Affiliates Flock to Lisbon

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Following a successful run, the Affiliate Leaders Summit will make its return to the Feira Internacional de Lisboa (FIL) this September, now expanded to a three-day format and featuring the debut of the Affiliate Leaders Awards.

Taking place from 16–18 September, the Affiliate Leaders Summit runs alongside SBC Summit as a focused, standalone platform for affiliates, affiliate managers, and enabling suppliers. It also delivers a more targeted networking and learning experience, with a dedicated content stage and curated audience of 8,000 operator representatives and 3,500 affiliates.

Affiliate Leaders Summit delegates will also enjoy full access to wider SBC Summit features, including evening socials, the main expo floor, and Super Stage keynotes from leading voices such as Gary Vaynerchuk.

Rasmus Sojmark, Founder and CEO of SBC, said: “Last year’s launch of the Affiliate Leaders Summit was a big milestone for us. The response was incredible, but we knew we could do even more. That’s why this year, we’re giving it the time it deserves; three full days to ensure attendees can take in everything this event has to offer.

“We’re also introducing the Affiliate Leaders Awards, which I’m personally very excited about. Affiliates play a vital role in this industry, and it’s time we had a platform that truly celebrates their work alongside the operator programmes and suppliers who help make it all happen.”

A 40% expansion of the 2025 show floor also underscores the event’s rising influence, following 2024’s debut that earned standout NPS ratings—79 from affiliates and 68 from operators. This year’s exhibitor list is stacked with leaders of the field, including Catena Media, Clever Advertising, Evoke, Flashscore, Kaizen Gaming, Medier, Megapari, Novibet, and Shake, offering attendees direct access to key players across the affiliate and operator landscape.

On the conference side of things, the Affiliate Leaders Stage at this year’s summit delivers a powerful three-day journey through the evolution of affiliate marketing,  starting with the martech tools redefining performance and partnerships, moving into audience-focused strategies that tap into community-driven SEO and smarter collaboration, and culminating in a forward-looking exploration of AI, diversification beyond Google, and the future role of affiliate managers.

With debates, CEO insights, hands-on workshops, and panels tackling everything from automation and CRM to content authenticity and deal transparency, this stage arms attendees with the ideas, tools, and strategies needed to thrive in a rapidly shifting digital landscape.

The conference sessions will bring together some of the biggest names in affiliate marketing, including Jonathan Edelshaim (CEO, Natural Intelligence), Elaine Gardiner-Ruddock (Managing Director, TAG Media), Peter Gunni (CEO, Traffic Lab), Filip Komljenovic (Head of Sales, Sofascore), Deb Lee (Director of AI & Data Operations, CILA, Entain), Andre Machado (CCO, Clever Advertising), Leanne Muleba (Chief Operations Officer, Matching Visions), and Johan Styren (CEO & Co-founder, Dilanti Media).

Those joining the Affiliate Leaders Summit will benefit not only from the tailored content on the dedicated stage and Super Stage but also from the addition of the Global Markets and Emerging Markets stages. With affiliates and operators among the most curious about cross-border growth, these new stages provide an ideal opportunity to explore regional strategies and understand new audiences.

Affiliate and operator attendees can expect the VIP treatment at the Affiliate Leaders Summit, with complimentary access to the event’s premium evening networking lineup. That includes the high-energy Opening Party with Joel Corry and Imanbek, and the return of INFINITY Lisbon, featuring electrifying performances from Alok and Timmy Trumpet.

Sojmark added: “The Affiliate Leaders Summit is designed to make networking and easier by giving you a dedicated space to connect. But the hospitality doesn’t stop there. You’re part of the full SBC Summit experience. With access to all six stages, complimentary food and drinks at the Food Festival, and the freedom to explore every area of the event, you’re welcome to engage as widely as you like. The Affiliate Leaders Summit simply helps you focus your efforts where they matter most.”

Affiliate or operator? Get your free pass now.

 

Not an operator or affiliate? Here’s how to get a pass:

VIP Event Pass – Enjoy full access to the event, including: all conference sessions, evening networking parties, pre-loaded food festival wristband with €30, and post-event access to all content.

Group VIP Event PassGet VIP Event Passes for just €400 each (a saving of €200 per ticket!) when you buy three or more passes (Perfect for bringing the team along!)

Expo+ Pass: Gain access to the full exhibition floor and all conference sessions across the three days. This does not include access to our exclusive VIP evening networking events.

Expo Only Pass: Free to attend, this pass gives you access to the exhibition floor –  perfect for networking and exploring the show without attending the conference sessions.

The post Affiliate Leaders Summit Grows 40% as Global Operators and Affiliates Flock to Lisbon appeared first on European Gaming Industry News.

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