Affiliate Industry
Engagement and retention: Keys to affiliate marketing success in iGaming
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.
SOFTSWISS, an international tech company with over 15 years of experience in iGaming, announces that Affilka by SOFTSWISS wins Affiliate Company of the Year at the International Gaming Awards 2025. The comprehensive software platform helps manage, track, and analyse affiliate performance in the most convenient way.
The event recognises leading industry experts, both online and land-based. This achievement came as a well-deserved gift for the platform’s 7th anniversary. The award reflects the platform’s dedication to optimising affiliate program management and elevating the operational efficiency of its clients. By helping operators optimise affiliate partnerships, Affilka by SOFTSWISS has established itself as a technology-driven leader in the iGaming realm.
Powering over 440 iGaming brands, the platform currently has more than 360,000 affiliate accounts and 85 million registered players. One of its most impactful updates is the Geo-Distributed Redirect feature. This innovation accelerates redirects up to five times, reduces bounce rates and increases conversions by up to 7%. By enabling players to access casino sites faster, the feature drives higher registrations and deposits.
Other notable platform functionalities include built-in payment processing, which helps streamline financial operations with trusted payment systems and bank transfers. The flexible commission constructor and near real-time reporting features enable operators to tailor their strategies according to constantly evolving business needs.
“We are honoured to receive recognition at such a prestigious level,” said Anastasia Borovaya, Head of Affilka by SOFTSWISS. “This award reflects our unwavering dedication to delivering the best affiliate management solutions in the industry. With over seven years of expertise, a highly professional team, and a passion for innovation, we’ve built a platform that ensures exceptional service and continuous product enhancements for our clients. We’re committed to maintaining this momentum and supporting the growth of our partners worldwide.”
Now, Affilka by SOFTSWISS is showcasing its latest features and achievements at iGB Affiliate in Barcelona. On 21–22 January, the team welcomes partners and clients at stand C10.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 27,800 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post SOFTSWISS Affiliate Software Platform Wins at IGA 2025 appeared first on European Gaming Industry News.
MetaBet, the pioneering provider of sports betting engagement tools, has partnered with Gentoo Media, a leading affiliate, to integrate its cutting-edge sports betting widgets into two of Gentoo’s flagship websites, World Sports Network (WSN) and Time2play.
MetaBet’s proprietary widgets are designed to nurture engagement, increase sportsbook conversions, and maximize affiliate revenue, all through seamless integration with just one line of code. With market-setting load speed and contextual placements, MetaBet’s products will empower Gentoo to focus on what they do best.
WSN and Time2play are trusted platforms for sports betting and casino enthusiasts in the US and Canada. Between them, they have captured an audience of millions of sports fans on the back of expert reviews, exclusive offers, and accurate content. As Gentoo amplifies its presence in the US, MetaBet’s innovative technology will be a key element in their success.
MetaBet Founder, Mark Phillip, said: “Partnering with Gentoo Media, a data-driven company with a new name but long track record, is a testament to our market-leading status. Our technology, leveraged through their trusted platform will enhance engagement and conversions to accelerate Gentoo’s growth strategy within the US and beyond.”
The post MetaBet inks Gentoo Media partnership to enhance flagship sites appeared first on Gaming and Gambling Industry in the Americas.
Today, on 15 January, SOFTSWISS, an international tech company with over 15 years of experience in iGaming, celebrates the 7th anniversary of its affiliate marketing platform and highlights some key product milestones.
Launched in 2018, Affilka by SOFTSWISS has quickly become a leading affiliate management platform powering the iGaming industry. Celebrating its 7th anniversary, the product now supports over 440 brands, reflecting its growing influence. Notably, the number of iGaming operators using the platform increased by 37% over the past year.
Providing cutting-edge tools like the newly presented Geo-Distributed Redirect feature, the trusted Comprehensive Reporting, Flexible Commission Constructor, and Built-in Payment Processing, the platform ensures operators are aligned with relevant affiliate marketing trends, optimising affiliate program management and elevating operational efficiency.
User Experience Optimisation with Geo-Distributed Redirect Feature
This feature aligns with the increasing focus on user experience optimisation and minimising friction in user journeys. Rapid, seamless redirects fastened by 2.5 to 5 times maximise user engagement, reduce bounce rates, and improve conversions, reflecting the industry’s shift toward prioritising customer-centric design.
Simulated tests conducted in one region showed a reduction from 1.5 seconds to just 300–500 milliseconds – ranking among the fastest response rates in the industry. As a result, the feature has driven a 3.5% to 7% increase in users successfully reaching casino sites, leading to higher registrations and deposits.
Comprehensive Reporting for Data-Driven Decision-Making
Affilka by SOFTSWISS offers comprehensive reports with near real-time statistics. This advanced analytics tool aligns with the growing reliance on complete actionable data. It provides a competitive edge, as both operators and affiliates can receive timely information to make informed decisions. The faster affiliates receive data on player activity, the quicker they can adjust their marketing strategies to attract higher-quality traffic.
Flexible Commission Constructor Empovers Customisation
Affiliates and operators are moving toward highly tailored commission structures to better align with performance metrics. The Flexible Commission Constructor provided by Affilka by SOFTSWISS reflects this demand, enabling the creation of CPA, RevShare, Hybrid, and other bespoke models to meet diverse business needs.
Built-in Payment Processing for Seamless Financial Operations
As the affiliate industry expands globally, ensuring timely, secure, and multi-currency payment solutions is critical. Built-in Payment Processing aligns with the trend of streamlining financial workflows, fostering trust, and improving affiliate retention through hassle-free payouts.
Affilka by SOFTSWISS integrates multiple payment systems, including Neteller, Skrill, Cryptoprocessing, and bank transfers, facilitating efficient and timely affiliate payouts directly from the platform’s back office. This seamless payment processing enhances operational efficiency and ensures affiliates receive their earnings promptly.
Sharing plans for 2025 Anastasia Borovaya, Head of Affilka by SOFTSWISS, highlights: “We are going to enhance our platform with powerful features like Cohort Analysis, Traffic Report for affiliates, and improved Subaffiliate Module with new commission plans and reporting tools. The additional geo-specific payment methods for affiliate cashouts will strengthen the platform. We will also continue to focus on optimising traffic delivery, load balancing and enhancing system stability and fault tolerance to ensure uninterrupted traffic flow.”
Cohort Analysis will provide deeper insights into player behaviour over time. Traffic Report for affiliates will ensure comprehensive data on user clicks by click country, user agent, device, operating system, and other vital criteria.
The Affilka by SOFTSWISS team anticipates insightful discussions and potential collaboration at iGB Affiliate on 21–22 January in Barcelona. Partners and customers can book a meeting at stand C10 via the link.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post 7 Years of Affiliate Innovation: Affilka by SOFTSWISS Celebrates Anniversary appeared first on European Gaming Industry News.
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