iGaming affiliate marketing: Has it peaked or is growth shifting course?
SiGMA Euro-Med, a prominent event in the iGaming industry, recently brought together key figures to discuss the evolving landscape of affiliate marketing. The panel, comprising Maria Sayapina, Director of Casino at Game Lounge; Svitlana Rossi, founder and CEO of Conversion Club; Alessandro Gherardi, co-founder and director of Fomento Agency; and Catarina Pereira, senior account manager at Gambling.com Group, delved into various aspects of affiliate marketing and its future.
The discussion began with the importance of a modern portfolio in affiliate marketing. A balanced approach that includes SEO, social media, influencer partnerships, and paid media, with continuous tests considering local behavior, was emphasized. In rapidly expanding markets, success now depends on better partner selection, greater campaign creativity, and tighter fraud risk control.
The use of AI was another topic of discussion. AI was seen as a tool to accelerate insights and production, with a human focus on strategy and compliance. AI can accelerate campaign analysis and creative iteration, but speakers placed it as a supportive tool, not a replacement for strategy and relationship.
The panel also touched upon the need for a diverse channel mix aligned with local user behavior and payment habits. The trend is towards lasting partnerships, transparent tracking, and proprietary data (first-party) in search and social acquisition practices. Consumer behavior is shifting towards mobile and short-form video, and operators are diversifying their traffic sources.
The panelists also discussed the development of affiliate marketing in the European slot machine business. Agencies like Boomerang Partners are expanding partnerships and increasing engagement within the iGaming and betting sectors. However, regulatory environments, especially in Germany, impose strict licensing and player protection requirements that influence market dynamics and affect operators and affiliates.
The discussion aimed to assess whether affiliate programs are still a growth engine or if operators should prioritize new paths for player acquisition. It was concluded that affiliate marketing hasn't reached its peak; growth is changing direction towards a focus on quality. The winners in affiliate marketing will combine consistent testing, local knowledge, reliable partners, and a transparent economy.
The event also highlighted the importance of fraud prevention and precise tracking before scaling investments. The size and pace of the Brazilian market in iGaming are attractive, but panelists emphasized the need for fraud prevention, payment method adaptation, and working with local influencers who convey trust. Simply replicating European strategies doesn't work in the Brazilian market, and creatives and offers must reflect local culture and competition.
The discussion will continue at SiGMA Central Europe in Rome from 3 to 6 November 2025. Sessions on acquisition, blockchain, and crypto will deepen the debate. The future of games in the iGaming industry will be a topic of discussion, and the event will explore the question of whether a token is needed in the iGaming economy. The panelists suggested treating affiliates as strategic partners, with shared KPIs and precise quality controls. It's not enough to chase volume; quality that can be measured is key in a modern portfolio.
