The global iGaming affiliate sector is undergoing a profound transformation driven by regulatory tightening, platform changes, and the rise of AI. Traditional SEO-heavy, arbitrage-driven affiliate models are becoming less effective and more risky amid rising compliance demands and volatile search algorithms.

Key findings of this report include:

• Decline of Traditional Models: Classic affiliate approaches centred on search engine optimisation (SEO) and paid traffic arbitrage are delivering diminishing returns. Google’s recent algorithm updates have heavily penalised “thin” content and low-quality casino review sites – some affiliates saw traffic plunge by over 50%, with major players reporting double-digit revenue declines as a result. Meanwhile, the cost of pay-per-click advertising has risen sharply, eroding arbitrage margins. Regulators and advertising standards bodies have also cracked down on misleading or irresponsible affiliate promotions, increasing the legal and reputational risks for operators and their marketing partners.
• Emergence of Affiliates 2.0: A new affiliate marketing paradigm is taking shape, led by content creators, influencers, streamers, and strategic media partnerships. These “Affiliates 2.0” leverage audience trust and parasocial engagement to drive traffic in ways traditional comparison sites cannot. Live streaming on platforms like Twitch and YouTube (and newer platforms such as Kick) has become a prominent acquisition channel, especially for casino and sports betting, engaging viewers with real-time content. Influencer-led campaigns and media tie-ups prioritise brand reach, authenticity and community over simple SEO rankings. This shift is fundamentally redefining how new players are reached and converted.
• Technology & Data as Differentiators: Rapid advances in marketing technology are enabling smarter, more efficient affiliate operations. Leading affiliates are deploying artificial intelligence (AI) and automation for content generation, conversion rate optimisation, and player value modelling. AI tools can personalise offers and communications based on real-time user data, and help affiliates identify the highest-LTV (lifetime value) players. At the same time, privacy regulations and tracking limitations are forcing a pivot to first-party data and advanced attribution models.
• Rising Importance of Trust and Compliance: Stricter regulation is reshaping affiliate marketing into a more transparent and accountable enterprise. In the UK and Europe, gambling operators are held jointly responsible for their affiliates’ actions, meaning any breach of advertising rules by affiliates can result in penalties for the operator. This has led to industry-wide efforts to professionalise the sector: major affiliate groups have established codes of conduct and trade associations to champion responsible gambling marketing (e.g. the Responsible Gambling Affiliate Association formed in 2023). Compliance excellence – once seen as a cost – is now a competitive advantage for affiliates in securing partnerships.

Strategic Implications: At the start of 2026, affiliates, operators and investors must recognise that affiliate marketing is not dying but evolving. Affiliates must adapt their business models, talent and technology to the new landscape or face irrelevance. Operators will need to recalibrate their expectations and due diligence of affiliate partners, focusing on quality and compliance over sheer volume. Investors should balance the significant growth opportunities in new channels against heightened regulatory and platform risks. In summary, long-term success in the affiliates 2.0 era will depend on embracing innovation while upholding the core values of trust, transparency, and player safety.