Has iGaming affiliate marketing peaked, or is growth shifting?
On Day 2 at SiGMA Euro-Med, a panel on the SiGMA stage during the afternoon posed a pertinent question to the industry: Has Affiliate Marketing Peaked? The discussion brought together Maria Sayapina (as moderator), Director of Casino at Game Lounge, Svitlana Rossi, Founder and CEO at Conversion Club, Alessandro Gherardi, Co-Founder and Director at Fomento Agency, and Catarina Pereira, Senior Account Manager at Gambling.com Group. The conversation examined whether affiliate programmes remain a growth engine or if operators should prioritise new paths to player acquisition.
Panellists agreed that consumer behaviour is shifting toward mobile and short video, while operators diversify across traffic sources. As one speaker put it, “affiliates will always evolve and never die.” However, success now depends on better selection, sharper creativity, and closer control of fraud risk in fast-growing markets.
iGaming affiliate marketing
Speakers contrasted volume for its own sake with measurable quality. They noted that a modern portfolio blends search, social, influencer partnerships, and media buying, with testing that reflects local behaviour rather than a one-size-fits-all approach. A contributor summarised it, “build a balanced mix, then scale what truly converts.”
Experience from mature teams reinforced the point. Sayapina brought a performance and SEO lens to the table, focusing on data, testing, and clear return targets across acquisition channels. Gherardi described the agency view, where budgets expand only when traffic consistently converts and retains across markets. Pereira, a Brazilian affiliate specialist now at Gambling.com Group, highlighted the need for credible creators and channel diversity to counter short-term spikes and protect long-term value.
Quality and markets
Latin America featured prominently. Brazil’s scale and pace are attractive, yet panel input stressed the realities of fraud prevention, payment localisation, and the importance of working with local influencers who carry trust. A Brazilian panellist noted that simply replicating a European playbook does not work, and that creatives and offers must reflect local culture and competition. Find the balance across channels and partners, or you risk scaling without quality.
The panel also touched on search practices and social acquisition. While grey methods still surface, the direction of travel is toward durable partnerships, transparent tracking, and first-party data. AI is speeding campaign analysis and creative iteration; however, speakers framed it as an enabler rather than a substitute for strategy and relationships.
Key takeaways
- Treat affiliates as strategic partners with shared KPIs and precise quality controls.
- Build a diversified channel mix that aligns with local user behavior and payment habits.
- Prioritise fraud prevention and accurate tracking before scaling spend.
- Utilize AI to accelerate insight and production, while keeping humans focused on strategy and compliance.
Looking ahead
The answer to the panel’s question is measured rather than absolute. iGaming affiliate marketing is not past its prime; it is moving from broad reach to precise, market-aware quality. The winners will be the teams who pair disciplined testing with local insight, credible partners, and transparent economics.
The conversation continues at SiGMA Central Europe in Rome from 3 to 6 November 2025, where sessions on acquisition, blockchain, and crypto will deepen this debate. Secure your place and come prepared to compare channel mixes, regional playbooks, and partnership models that can sustain growth across the next cycle.
