

Affiliate Industry
What Has the Affiliate World Turned Into? The Evolution of iGaming Over the Years
By Dima, Head of Growe Partners
If you’ve been in iGaming affiliate marketing for a while, you will agree with me that things have changed drastically. I’ve been in the industry long enough to remember when conferences felt more like circus shows than business events, traffic quality wasn’t always a priority, and short-term profits were often the main goal. But those days are long gone.
Over the last five to ten years, we’ve seen the industry mature. Flashy gimmicks have been replaced by networking, data-driven decision-making, and long-term partnerships. The game has changed — and so have the rules for success.
From Wild Shows to Professionalism: The Evolution of Industry Events
I remember my first industry events — let’s just say, they were memorable. We’re talking about conferences where organizers brought in wild animals, eccentric performers, and over-the-top entertainment to grab attention. And, honestly, back then, it worked. The industry was still finding its feet, and the focus was more on making noise than making deals.
But if you walk into an iGaming event today, the atmosphere is completely different. The focus has shifted towards high-quality networking, serious business discussions, and insightful panels. Operators, affiliates, and service providers are no longer looking for a spectacle — they want valuable conversations, real partnerships, and data that can help them scale. This shift isn’t just anecdotal; attendance data from major events like iGB Affiliate London and ICE reflects this new industry mindset.
To put the tendencies in the niche perfectly: “The days of pure entertainment are over. Now, events are about meeting the right people, discussing market trends, and sharing insights that actually drive business forward. Everyone wants to learn, not just party.”
This change also reflects growing competition. The industry has matured, and operators expect affiliates to be strategic business partners rather than opportunistic traffic sources. As a result, industry gatherings now prioritize collaboration over spectacle, allowing attendees to gain actionable insights and form meaningful business relationships.
The End of “Quick Wins” and the Rise of Long-Term Partnerships
A decade ago, the affiliate model was simple: drive traffic as fast as possible, cash out, and move on. High churn rates weren’t a problem, and long-term value (LTV) was barely part of the conversation. The goal was short-term profit.
Now, that approach just doesn’t work anymore. Operators have become much more selective. They want affiliates who bring in high-quality players, not just a flood of short-term sign-ups. Retention has become just as important as acquisition, and brands want partners who can deliver sustainable results. Recent trends indicate that operators are increasingly focusing on retention strategies to maintain player engagement and profitability.
Some affiliates have completely overhauled their strategies, moving towards content-driven approaches, CRM integration, and player engagement tactics. Email marketing, push notifications, and tailored offers are now essential tools in the affiliate playbook. The shift to lifetime value-driven metrics means that affiliates must analyze data, optimize player journeys, and work closely with operators to maintain long-term profitability.
Raising the Bar: Quality Traffic Is Now the Standard
It’s not just about partnerships — the standards for traffic quality have skyrocketed. Years ago, some affiliates could get away with gray-hat methods: things like incentivized traffic, bots, or misleading promotions.
Not anymore. Operators are demanding transparency and engagement metrics that actually matter. They want players who deposit, play, and stick around, not just one-time sign-ups.
“We’ve seen a massive shift in traffic evaluation. If your players aren’t engaging, operators will cut you off. There’s no room for low-quality traffic anymore,” commented Mykyta, Head Of Affiliates at Growe Partners. “Everyone is focused on LTV now, and if your traffic isn’t bringing in valuable players, you’re going to struggle to find good deals.”
This heightened scrutiny has led to the decline of black-hat techniques and a greater emphasis on compliance and ethical marketing. Affiliates now invest in data analytics to monitor traffic quality and ensure alignment with operators’ expectations. Some are even forming exclusive partnerships with brands to ensure traffic consistency and build a reputation for delivering high-value players.
The Mobile-First Revolution: Adapting to the New Reality
Ten years ago, desktop traffic dominated. Most players signed up through websites, and mobile gambling was still a niche.
Fast forward to today — mobile is everything. The majority of players now deposit, bet, and interact with brands directly from their phones. Recent studies show that mobile devices account for over 70% of global online gambling revenue, with mobile gambling projected to grow at a CAGR of 11.5% over the next five years.
One thing is clear: if your website, funnels, and marketing strategies aren’t optimized for mobile-first, you’re losing a massive percentage of potential players. Affiliates have had to rethink everything, from ad placements and UX design to the way they track and analyze player behavior across different devices.
AI and Automation: The Affiliate Game-Changer
One of the biggest shifts I’ve seen is how much AI has changed our approach to marketing. Years ago, affiliate marketing was all about manual testing — setting up campaigns, running A/B tests, and figuring things out through trial and error.
Now, AI-driven tools handle campaign optimization, ad targeting, and even content creation. AI can analyze thousands of data points in real-time, adjusting campaigns to find the most profitable audience segments. According to a 2023 report from McKinsey, AI-driven marketing strategies have increased conversion rates by up to 35% for affiliates who integrate them effectively.
“AI isn’t replacing affiliates — it’s giving them the tools to work smarter and make better decisions,” said Anna-Mariia, Affiliate Team Lead at Growe Partners . “Today, AI can generate ad creatives, predict user behavior, and even automate entire campaigns. The affiliates who are leveraging these tools are gaining a huge competitive advantage.”
New Markets, New Opportunities: The Rise of LATAM
One of the biggest industry shifts in recent years has been the explosive growth of Latin America (LATAM). Markets like Argentina, Chile, and Mexico have become prime territories for iGaming, offering huge potential for affiliates who know how to localize their approach. Market data shows that LATAM’s iGaming sector is growing at an annual rate of 20%, outpacing most European markets.
Chile and Argentina, which we are actively working with, have emerged as some of the most promising markets in Latin America. As iGaming adoption continues to rise, these countries present significant opportunities for affiliates who can adapt to local regulatory requirements and cultural preferences. And, of course, affiliates who understand regional payment preferences, player behavior, and localized marketing strategies will have a clear advantage over those applying a one-size-fits-all approach.
What To Expect Next?
Looking back at how the industry has evolved, one thing is clear: affiliate marketing isn’t as easy as it used to be, but it’s more rewarding than ever. The days of quick wins and shady tactics are over. Success now requires long-term thinking, high-quality traffic, and strategic partnerships. Affiliates who embrace AI, mobile-first strategies, and new markets like LATAM will be the ones leading the next decade of growth. The affiliate world has changed, but for those willing to adapt, the opportunities are bigger than ever.
The post What Has the Affiliate World Turned Into? The Evolution of iGaming Over the Years appeared first on European Gaming Industry News.
Affiliate Industry
Flying High with N1 Partners at iGB L!VE: Branded Helicopter and London VIP Bus Tour for N1 Puzzle Promo Leaders

At iGB L!VE 2025 in London, the N1 Partners made a statement for its top partners — loud, bold, and airborne.
N1 Partners delivered an unforgettable iGB L!VE experience for one of their high-performing teams — Traffic Squad. Currently ranked in the top three of the year-long global N1 Puzzle Promo leaderboard, they’re chasing the ultimate prize: a Robinson R22 Beta II helicopter. The special day, arranged by N1 Partners, featured a unique journey through London aboard the red Wealth Bus, followed by an exclusive flight over the city center in an N1-branded helicopter.
“This ride left me speechless, to be honest.” “Amazing.” “Absolutely breathtaking.” And finally: “Truly one of the best experiences of my life!” — representatives of the Traffic Squad team shared their impressions of the helicopter ride.
iGB L!VE became another key step in N1 Partners’ global Puzzle Promo. The exclusive N1 merch distributed at the conference was more than just swag — it served as an additional puzzle piece that boosted partner teams on the leaderboard.
During the conference, the N1 Partners team held dozens of strategy sessions with affiliates, exploring top-converting offers and traffic-boosting tactics. “This year in London was a genuine level-up for us,” said Alexa Bond, Head of Affiliates at N1 Partners. “We brought more than deals — we delivered experience. From strategy sessions to skyline views, our focus stays the same: give partners the tools and energy to be number one.”
N1 Partners remains open to new collaborations. Ready to unlock your next revenue milestone? Drive traffic and start climbing toward that Robinson R22 helicopter. This is your moment — join the N1 Puzzle Promo.
The post Flying High with N1 Partners at iGB L!VE: Branded Helicopter and London VIP Bus Tour for N1 Puzzle Promo Leaders appeared first on Gaming and Gambling Industry in the Americas.
Affiliate Industry
Affilka by SOFTSWISS Wins at EGR B2B Awards for Second Year Running

Affilka by SOFTSWISS, an affiliate management software platform, has secured the title of Affiliate Software Supplier at the prestigious EGR B2B Awards for the second consecutive year. The awards ceremony took place on 3 July at London’s iconic The Roundhouse, where the iGaming industry gathered to celebrate the most successful and innovative companies of the past year.
The consecutive win reinforces Affilka’s growing leadership in iGaming affiliate marketing software. Over the past 12 months, the product has consistently evolved, launching a series of powerful new features.
Among the recent updates is the Cross-Brand Player Duplicate Detection tool, which identifies overlapping player accounts across different casino brands within a single affiliate program. The platform also introduced the new Traffic Report, which provides real-time, click-to-registration and click-to-FTD metrics with multi-dimensional filters. Another new feature allows affiliates to access data on their marketing campaigns and tracking links directly via API, enabling automated data extraction and custom integrations.
At the end of last year, Affilka rolled out the Geo-Distributed Redirect feature, which boosts site visits by reducing redirect times from 1.5 seconds to 300–500 milliseconds, and the Cohort Analysis Report, which offers deeper insights into player behaviour.
Anastasia Borovaya, Head of Affilka by SOFTSWISS, commented on the recognition: “Winning this award two years in a row is an incredible achievement for our team. It reflects our hard work, creativity, and deep commitment to the continuing improvement of our platform. What makes this win special is knowing that the tools we build are already helping our partners solve real challenges. Whether refining traffic strategies or making smarter, data-driven decisions, we’re proud Affilka plays a part in their success.”
Thanks to ongoing updates and the introduction of new innovative features, Affilka by SOFTSWISS now supports over 450 brands, 400 thousand affiliate accounts, and 98 million player registrations.
Earlier in June, SOFTSWISS won two prestigious trophies at another EGR Ceremony – Marketing & Innovation Awards 2025. The company’s marketing department received the Marketing Team of the Year Award for its bold creative approach and effective use of new technologies and data analytics. In addition, Valentina Bagniya, CMO at SOFTSWISS, was named B2B Marketer of the Year for transforming the company’s marketing function into a powerful brand engine within the iGaming industry.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience 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 30,000 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 counts over 2,000 employees.
The post Affilka by SOFTSWISS Wins at EGR B2B Awards for Second Year Running appeared first on European Gaming Industry News.
Affiliate Industry
Affilka by SOFTSWISS Unveils Updates for Affiliates

Affilka by SOFTSWISS, an award-winning affiliate management software platform, has announced a suite of new product updates for the affiliates. The latest release introduces a Traffic Report with advanced clicks analytics, an API for extracting campaigns and tracking links, and a sub-affiliate NGR-based revenue share model.
Traffic Report: In-depth Click Analysis
This new Traffic Report focuses on detailed click-level analytics, offering in-depth insights into clicks, registrations, deposits, and conversion rates such as click-to-reg and click-to-FTD – all in one place. It includes several key features for flexible data analysis:
- Multi-dimensional filtering and data grouping: The report enables users to filter and break down the data into granular views across multiple dimensions, offering detailed insights by traffic source, campaign, country, device type, IP address, and more. Notably, click data is transferred to the report in real time, providing instant visibility into user activity.
- CSV data export: The report supports one-click CSV export, allowing affiliates to easily download raw data for offline analysis or sharing.
- Historical data access: Affiliates can review traffic statistics from 1 January 2023, enabling year-on-year comparisons and long-term trend evaluation.
Gleb Bichan, Product Lead at Affilka by SOFTSWISS, comments: “At Affilka, we know how crucial it is for operators and affiliates alike to make data-driven decisions. That’s why we’re introducing tools like the Traffic Report to help partners become more productive and uncover new insights faster.”
API for Marketing Campaigns and Tracking Links
In addition to the existing Reports API, affiliates can now access data on their marketing campaigns and tracking links directly via API, allowing for automated data extraction and custom integrations. With this API access, users can retrieve up-to-date lists of marketing campaigns, promo codes, and related performance metrics directly via API calls. This improvement helps Affilka clients automate their reporting workflows and integrate affiliate data with external BI tools, reducing manual effort and ensuring timely access to key information.
New Sub-affiliate Revenue Share Model
Responding to client feedback, Affilka’s team also features a new sub-affiliate reward type. This allows affiliates to earn a commission based on the Net Gaming Revenue (NGR) generated by players referred by their sub-affiliates, offering a more direct revenue-sharing approach. By aligning earnings with the actual revenue brought in by sub-affiliates, the update incentivises collaboration and gives experienced affiliates a stronger stake in mentoring their referred partners.
Gleb Bichan adds: “For us, it’s important that affiliates not only use the product but also feel it’s built with their real needs in mind. We regularly gather feedback and implement improvements that make daily workflows more transparent and efficient. Features like the Traffic Report, API access, and new reward types are direct responses to partner requests – and we’re not stopping there. We plan to introduce even more tools designed to simplify affiliate operations, so stay tuned for upcoming updates.”
Affilka by SOFTSWISS will be presented at iGB in London from 3 to 4 July 2025. Attendees of the event can learn more about new features directly from the Affilka team and see how these innovations support better affiliate programme management.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience 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 30,000 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 counts over 2,000 employees.
The post Affilka by SOFTSWISS Unveils Updates for Affiliates appeared first on European Gaming Industry News.
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