Engaging Gen Z & Millennials Join GPWA Page 13 Master Mobile iGaming Affiliate Interview Series JANUARY 2025 GPWAtimes.org Building Trust as an Affiliate iGaming’s Future
SUBSCRIPTIONS For a FREE subscription to the GPWA Times Magazine, visit GPWAtimes.org ADVERTISING To advertise in the GPWA Times Magazine, please e-mail: sales@gpwa.org Copyright © 2025 by the GPWA. All rights reserved. ISSN 1941-9872 (print) ISSN 2834-2348 (online) Executive Director: Michael Corfman Program Director: Anthony Telesca Program Manager: Nicole Sims Member Services: Richard Bard Nancy Troy Editor-in-Chief: Gary Trask Associate Editor: Dan Ippolito Designers: George Choi Zoran Maksimovic´ LETTER FROM THE DIRECTOR Magic in Marrakech Ever soared over Morocco’s picturesque valleys and expansive vistas in a hot air balloon with a group of your iGaming colleagues? That’s the kind of “out-of-office” experience I had at the SiGMA Affiliate Retreat in Marrakech in November. Now, I’ll admit, I have a fear of heights, and the idea of floating thousands of feet in the air gave me some serious trepidation. But I’m so glad I didn’t let that stop me. It was truly an amazing and enjoyable journey; one I’ll never forget. But beyond the incredible adventures and stunning scenery, it was the camaraderie that truly set this retreat apart. Sharing those experiences with fellow affiliates, laughing, exploring, and connecting on a personal level amidst the desert dust, reminded me of the incredible community we’ve built in the iGaming world. You can check out the sights from the African retreat on pages 48-51, which is one of three photo galleries we present in the 61st edition of the GPWA Times Magazine, with the other two featuring SiGMA Europe in Malta and SBC Summit in Lisbon. Speaking of soaring to new heights, this issue is packed with valuable insights to help your affiliate business thrive, beginning with our cover story, written by good friend and industry stalwart Lee-Ann Johnstone, who explores some specific strategies to connecting with Gen Z and Millennials, who represent the next generation of iGamers. Another familiar iGaming industry face, Claire Adamou, writes about the importance of ethics and transparency and how it can lead to a stronger, more sustainable business. Finally, first-time GPWA Times Magazine contributor Rami Yermiya pens an article on how and why iGaming affiliates should prioritize mobile-first strategies in order to engage today’s players. In addition, we also have two more affiliate Q&As, a poll about how often you check your stats, a GPWA forum thread about monetizing prediction traffic and, of course, a new inductee into the esteemed APCW Wall of Shame. We’ll be ringing in the New Year by attending and handing out copies of this magazine at ICE and iGB Affiliate, which for the first time will be held in Barcelona, Jan. 20-22. If you’re attending these events, please drop by the GPWA stand and say hello. Don’t forget, a subscription to our magazine is free! Simply visit GPWAtimes.org/subscribe/. Here’s to a fantastic 2025! Sincerely, Michael Corfman GPWAtimes.org 4
Departments 4 Letter from the Director • 8 By the Numbers • 10 Quotables • 12 GPWA Poll 14 From the Forums • 52 GPWA Seals • 56 Sponsors • 58 Affiliate Interview Series 68 APCW Wall of Shame • 70 Event Calendar 30 TABLE OF CONTENTS Mobile-First iGaming Mastery Unlock the potential of mobile iGaming with this practical guide to optimizing your affiliate strategies for smartphone and tablet users. 26 Betting on Integrity Trust is the foundation of any successful affiliate business. Discover why ethical practices are essential for building a strong reputation and attracting loyal players 22 Photo Galleries Relive the excitement of SBC Summit, SiGMA Europe, and SiGMA’s Affiliate Retreat with our vibrant photo galleries capturing the best moments from these 2024 iGaming events. The Digital Divide Learn how to stay ahead of the curve and future-proof your affiliate business by understanding the needs and preferences of the next generation of players. 18 40 48 GPWAtimes.org 6
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BY THE NUMBERS 39 The number of states in the U.S. that have legalized sports betting after Missouri voters approved the ballot measure in early November. $500 million The amount that Caesars Entertainment agreed to sell its intellectual property rights for the World Series of Poker brand to NSUS Group. £4.3 billion The amount 1.5 million Brits annually wager on the black market each year, according to a study by Frontier Economics. €140,000 The amount Alimaniere Sociedad de Responsabilidad was fined by the Dutch Gaming Authority for operating time2spin1.com without a proper license. $30,000 The amount The Alcohol and Gaming Commission of Ontario fined NorthStar Gaming for failing to ensure that its site, NorthStar Bets, is accessible only to players in Ontario. 2,040 The number of illegal betting sites Brazil’s Secretariat of Prizes and Bets instructed Anatel, the country’s telecoms provider, to block. GPWAtimes.org 8
AU 262,000 The amount Tabcorp was fined for illegally accepting online in-play bets due to a system error, raising concerns about its compliance with Australian gambling laws. €346.3 million Spain’s online gambling revenue in Q2 2024, an increase of 10.8% compared to Q2 2023. ZAR 59.3 billion The record gambling revenue the South African market set in 2023-2024, a 25% yearover-year increase. NOK 4.5 million The fee the Norwegian Lottery Authority fined Norsk Tipping after a player was mistakenly paid NOK 25 million from the casino game KongKasino. €1 billion The amount of annual tax revenue France estimates it will generate if, as expected, online casinos are legalized and regulated this year. 9 GPWAtimes.org
QUOTABLES QUOTABLES “For the first time the gambling industry will be mandated to pay for the harm they cause. Whilst there is much more to do, this is a seismic moment and a huge step forward and I welcome it unreservedly.” —U.K. Parliament member Iain Duncan Smith regarding the mandatory levy issued on casinos and bookmakers, requiring them to contribute £100 million annually to address gambling-related harms. “They can target advertising to you that they know you will respond to. It makes it incredibly difficult to switch off . . . Any greater exposure to gambling is associated with greater harms.” —Professor Heather Wardle following the release of a report by The Lancet Public Health Commission that cited the dangers of online gambling’s rapid growth. “After their merger to monopoly was blocked, it seems that FanDuel and DraftKings have arguably acted as one company, violating our antitrust laws . . . They should not be allowed to accomplish through collusion what was prevented through acquisition.” —U.S. Senators Mike Lee (pictured) and Peter Welch in a letter sent to the Federal Trade Commission and the Department of Justice, asking to investigate the online sports betting platforms for antitrust violations. “If the Vampire Squid called Sweepstakes Gambling insists on sticking its blood funnel into California, we will chop it off.” —Indian Gaming Association Conference Chair Victor Rocha on X (formerly Twitter) regarding the emergence and popularity of sweepstakes casino models in the U.S. GPWAtimes.org 10
How Often Do You Check Your Affiliate Statistics? We’re all in this business to make money. In a metrics-based industry, that’s the ultimate measurement. We have access to stats from affiliate programs 24/7, which means you can check your stats as often as you want. How often do you check your stats? Do you go for the big surprise at the end of the month? Do you look at them every day? Or do you do something in between? Our GPWA poll results revealed that a lot of our members are practically glued to their dashboards, checking their performance multiple times per day. However, the majority find a happy medium, reviewing their affiliate statistics daily. A smaller segment prefers a more laid-back approach, perhaps focusing on long-term trends, with weekly or even monthly check-ins. For more details regarding this poll and to view all of the feedback and comments we received, visit gpwa.org/481. 40%Once a day 26%More than once a day 13%Twice a week 7%Every other day 7%Weekly 7%Monthly Comments from GPWA members newcustomeroffer PUBLIC MEMBER Once per day for most programs, others maybe once a week if they’re low volume/importance. NoDepositCasinos PUBLIC MEMBER Now, once a day. In the past, I would stare at the screen and check it over and over again. MMM PRIVATE MEMBER Every second day. When I’m on vacation, I try not to check. GPWA MEMBER POLL 12 GPWAtimes.org
Monetizing traffic generated by visitors seeking match predictions is a unique challenge in the iGaming space. Even the most experienced affiliates seem to struggle to figure out how to get visitors to stick around or spend money when all they want are quick opinions. A recent discussion on the GPWA forums among our members explored this challenge, sharing tips and strategies for making money from these prediction-hungry audiences. The thread stressed the importance of focusing on understanding visitor needs by analyzing their behavior and tailoring the online experience accordingly. Another key idea was to take advantage of the large number of visitors to promote trusted bookmakers and offer enticing incentives for new sign-ups. The discussion serves as a reminder that success in this niche requires a combination of creativity, adaptability, and a deep understanding of both the market and target audience. Excerpts of the thread are below, but to view the thread in its entirety, visit gpwa.org/482. To read thousands of other forum posts like this one, plus industry news and complete archives of our weekly GPWA newsletters and GPWA Times Magazine, please visit GPWA.org. *This thread was edited for clarity and length. Cracking the Traffic Code Prediction FROM THE FORUMS Illustration by Net Vector/Shutterstock 14 GPWAtimes.org
#1 iso2009 6 August 2024, 2:18 p.m. Public Member I have some traffic looking for match predictions, and the monetization success is quite low at the moment. I was wondering how to monetize it to the full potential. Any thoughts? “ Reply With Quote #2 chaumi 13 August 2024, 5:24 a.m. Private Member I think there have been a number of posts over the years saying prediction traffic is notoriously difficult to monetize, so this possibly won’t help anyway. But perhaps, instead of trying to monetize at point of arrival, you could try distributing/feeding the visitors to other pages. This would/might have threefold benefits: 1. Chance of conversion on the “alternative” page 2. Increased time on site 3. Multiple page views suggesting to search engines that you have valuable info around the core topic. The latter two obviously have the intent of getting more traffic and more options to monetize. Aside from that, if you could identify any visitor search intent (to the prediction pages) or related search intent that wasn’t purely just, “I want to know what the prediction is for x vs y and I have no interest in any other info,” then you may be able to work out how to satisfy that intent with some form of money-making info and/or increase the relevance of the prediction page to get more traffic for the potential money term(s). In other words, that means fully understanding why and how visitors are landing on those predictions and analyzing that data. “ Reply With Quote #3 iso2009 13 August 2024, 6:58 a.m. Public Member 90% of the traffic seem to have no other interest aside from the numbers/facts. It’s not about football predictions, either. I am keeping the stats in the low range now, I can go much deeper and with more interesting, useful and somehow unique stats. But as I said, by tracking how users interact with the site, it seems that all they need are the stats. Retention, time on site, interaction, pageviews - all of these are simply great. I tried my best to make good content, and I can still pump some more stats if needed. In terms of how the site is doing in search engines, it’s doing great and I have no worry it will go down because of thin content, poor engagement, etc. It might go down for other reasons, obviously, but not content related. So, in this aspect I am pretty relaxed. I guess the first and probably best option to monetize it would be to make the content (or the most important, valuable parts of it) available only for subscribers. The second option is a mix of what you said, and I am already doing most of it. “ Reply With Quote People likely come to your site already with their favorite sites in mind, so the goal should be to show them something more beneficial. GPWAtimes.org 15
FROM THE FORUMS #5 gm2891 15 August 2024, 3:15 p.m. Public Member People likely come to your site already with their favorite sites in mind, so the goal should be to show them something more beneficial, plus clear reasons. “ Reply With Quote #4 wonderpunter 15 August 2024, 12:35 p.m. Private Member Years ago, I had a site that used to get thousands of daily visitors. It was pretty tough hence why I moved to more dedicated types of traffic. I think you need to be in the millions per month traffic to see a good result. But this is just my experience. Perhaps someone else has amazing conversions on low traffic. “ Reply With Quote #6 AussiePunter 18 August 2024, 6:47 a.m. Public Member Originally Posted by iso2009 “90% of the traffic seem to have no other interest aside from the numbers/facts. It’s not about football predictions, either. I am keeping the stats in the low range now, I can go much deeper and with more interesting, useful and somehow unique stats.” If that’s the case, maybe offer samplings of your deeper, more interesting stats with multiple tiers. Tier 0 - Free - very limited access - get their contact info. Tier 1 - $1 a month, limited access, limited number of predictions Tier 2 - $5 a month, limited access, more predictions available Tier 3 - $10 a month, more access, more predictions again Tier 4 - $30 a month, full access to all stats, no limit on number of restrictions (ensuring they don’t abuse the system). “ Reply With Quote #7 iso2009 18 August 2024, 7:39 a.m. Public Member Originally Posted by AussiePunter “You have traffic that is valuable. They are gamblers.” That goes both ways. It’s valuable, no doubt, but I guess all of them already have at least 3-4 bookies they work with - that’s the downside. For example, yesterday the traffic was 50/50 (50% new users, 50% returning). Never had a site with so many returning visits before. “ Reply With Quote Of course, make sure you include your affiliate links in every single link. Don’t use an affiliate link directly. Link it through a redirect on your site using something like yourls.org You have traffic that is valuable. They are gamblers. “ Reply With Quote Even the most experienced affiliates seem to struggle to figure out how to get visitors to stick around or spend money when all they want are quick opinions. 16 GPWAtimes.org
#9 iso2009 19 August 2024, 1:36 p.m. Public Member I know what you’re saying. I have also converted low-traffic keywords very well, but not in the predictions market. To be honest, it’s quite complicated and a bit frustrating sometimes. Ahrefs estimates my traffic worth at $10k/ month, as of today. I know it’s not accurate, but overall, the site should convert better than it does now. Or maybe I just need to put it up for sale to someone who knows what to do. Also, U.S. traffic is, by far, the biggest slice from all the traffic I get, and I always had issues monetizing U.S. I would swap it for UK/ EU traffic anytime. “ Reply With Quote #10 AussiePunter 20 August 2024, 4:08 a.m. Public Member I don’t know anything about your site, but I’m sure you could make it profitable. Even if through unconventional means. Like if your statistics are worth paying for, you could definitely convince people to pay a small recurring fee each month. Unless the stats are the same that everyone is able to get for free, in the same format without any additional features. But it sounds like you are a data guy, to me. Maybe you need someone with marketing experience to help you maximize your traffic. I’m retired from this biz. Too many bad experiences in the industry plus AU regulations are too much of a headache. Still I like to check up and see what’s happening around the world. It’s interesting that USA still doesn’t make it easy for a lot of their population to gamble. “ Reply With Quote #8 AussiePunter 18 August 2024, 8:18 a.m. Public Member I understand, but you can always coax a gambler to join a new bookie with good incentives, or better odds. Loyalty for online bookmakers only exists because of familiarity, if you can show them they will make more money with another bookmaker, or if legal in your jurisdiction, offer them an incentive to join a new one, then you can definitely get them to sign up to another one. They’ve proven themselves to be willing to go through to whole signup, verification process once. It’s easy once you’ve done it once, twice, 10, 20 times. I think in your case, with such a high returning visitor count, you should really try to get their email and build a relationship with a weekly email. Something with your best predictions or something. And, of course, the best bookmakers with the best odds added at the end of the email. You don’t want them to think you emailing them is an ad. You want them to think you are helping them - which you will be doing, by showcasing how good your stats can be. “ Reply With Quote If you could identify any visitor search intent to the prediction pages or related search intent, then you may be able to work out how to satisfy that intent with some form of moneymaking info and/or increase the relevance of the prediction page to get more traffic. GPWAtimes.org 17
By Lee-Ann Johnstone Connecting with the Next Generation Digital Div The Illustrations by MPetrovska/Shutterstock GPWAtimes.org 18
s we see the iGaming industry mature, we are all looking to the next generations of gamblers — Generation Z and Millennials — who, by definition of their unique consumer characteristics, are forcing affiliates to rethink how to approach these player audiences. Born into the digital age, Gen Z and Millennials think very differently about what excites and motivates them to purchase or interact online compared to previous generations. They have higher demands to meet in terms of the ways affiliates should market and promote opportunities and offers to them. Often, for example, they’re more value-driven, socially conscious, and highly selective in how they engage with brands online. For iGaming affiliates, this poses a number of unique challenges — so we need to look at the preferences, dislikes, and engagement habits of Gen Z and Millennials, to better understand them, while also providing actionable strategies to engage them. GTehne ZU anni qduMe Ai l pl epne na il aolfs Gen Z and Millennials are, on paper, the perfect audience for iGaming affiliates. They’re tech-savvy, share similarities in their love for “everything digital,” and are willing to put their trust in digital creators and try new online platforms. Their differences, however, also affect how they interact with the iGaming world — and it’s important to consider these when trying to engage with them. Millennials, born between 1981 and 1996, were, essentially, frontseat viewers in the growth of the internet. They experienced, first hand, the rise of the internet, and saw how it began to impact their lives. They tend to be suckers for nostalgia throw backs in terms of music, clothes and experiences and also enjoy deeper, narrative-driven content — making them drawn to engaging content that combines creativity with familiarity vs. price-driven offerings. Gen Z, on the other hand — born after 1997 and before 2012 — don’t even know a world without the internet being in and a part of it. Their attention spans may be shorter, but they’re exceptionally talented at filtering out irrelevant content — prioritizing experiences that are visually captivating, easy to understand, and designed for fast paced interaction. While there’s some key differences between these two generations, their similarities mean they both hate intrusive ads, unclear messaging, and brands that don’t live up to their promises — all factors to consider when engaging with them and promoting brands on your affiliate site that don’t live up to these profile customer’s expectations. Now, let’s look at three ways you can engage these younger generations on a level that is meaningful and elicits a better response and conversion rate. of iGamers vide 19 GPWAtimes.org
iGaming affiliates need to look at the preferences, dislikes, and engagement habits of Gen Z and Millennials, to better understand them, while also providing actionable strategies to engage them. 2. Content Marketing: Add value and inform For Gen Z and Millennials, content marketing is far more effective than traditional advertising. Research shows they actively seek out content that informs, entertains, or solves problems — which makes educational resources and storytelling key tools for affiliates to leverage right now. Publishing guides, tutorials, or blogs on topics like game strategies, casino reviews, or unbelievable/humorous news stories can quickly capture their attention, and even lead to them sharing your content with friends. One of the main things is to make sure you’re positioning yourself as an expert in your field and provide quality content that is helpful and factual too. For example, you could put together a detailed article breaking down the best online poker platforms for beginners, or record a video series explaining how to play popular jackpot slots showing and detailing safer gaming tips along the way. Storytelling is another powerful strategy to consider. Sharing real player experiences, big win stories, or even big loss stories can help you to create an emotional connection with your audience. Above all else, make sure you come across as human, as that’s what these generations are increasingly looking for online. 1. Social Media: Create platform-specific content Social media is a hugely important part of life for Millennials and Gen Z. Much of their daily time is spent browsing platforms like TikTok, Instagram, and Snapchat. However, social media platforms vary significantly and you must, as an affiliate, create platform-specific content that resonates and understands the audience segments that you can reach within each of the most popular channels. TikTok, for example, is where you’ll want to focus on short, engaging videos — usually, that educate or entertain. Showcase clips from well-known streamers, gameplay strategies, or combine viral trends with iGaming themes. Use humor, catchy audio, and quick edits to grab attention, and always include a clear call to action to drive traffic to your sites. Instagram, on the other hand, focuses more on eye-catching visuals and pictures. Here, you’ll want to use high-quality graphics, carousel posts, and “Reels” to highlight games, offers, casinos, or big wins. Consider collaborating with influencers, and utilize “Stories” and “Highlights” to share timed brand promos, quick tips, or other relevant content and advice. Snapchat is another popular app, like Telegram, that is being widely used by these audience segments and it’s perfect for daily tips, promo codes, and sneak peeks with a lot of technology available to create mini apps that are entertaining and fun. Use filters, stickers, and augmented reality lenses to create engaging “Snaps.” Don’t forget to use “Spotlight” for short, funny videos. Keep the tone very casual, and make sure to use swipe-up links to direct users to your offers/content. Remember, authenticity is critical for Gen Z and Millennials. Consider partnering with influencers and brands who genuinely enjoy playing these games, not just selling them! Micro-influencers, despite their smaller reach, are often seen as more relatable and trustworthy than celebrities, too — making them ideal partners for promoting your platform or brands. THE DIGITAL DIVIDE GPWAtimes.org 20
With over two decades of digital marketing and affiliate performance experience earned within the E-commerce/ retail, Fintech and iGaming industry, LeeAnn Johnstone is a veteran and influencer in the affiliate and performance marketing industry, having started her career in this space in the early 2000s. She’s the host of The Affiliate Marketing Podcast and she created Affiverse, an award-winning performance and affiliate marketing agency and media company based in the U.K. Visit affiversemedia.com to find out more about how Lee-Ann and her team are helping the world do affiliate marketing better. 3. Personalization: Delivering tailored experiences to younger generations Gen Z and Millennials both respond well to hyper personalization in marketing messaging. Both generations are now used to seeing digital content that’s tailored to their preferences, and iGaming affiliates must adopt this mindset to engage with them effectively. Using date-driven insights, for example, affiliates might consider segmenting their audience based on their behavior, interest, and preferences. This allows you to deliver targeted content and recommendations — which could include suggesting specific new games that align with a player’s history, or promoting bonuses or incentives that they’ve shown an interest in in the past. Using dynamic content on affiliate websites is another powerful strategy relying on personalization. You may consider adding “Recommended for You” sections, or running personalized email campaigns with exclusive offers to create a sense of individual attention. For affiliates without any data — consider running polls and email surveys to begin building a clearer picture of your current user base, and segment accordingly. Targeting a lucrative new player demographic - requires careful planning. Millennials and Gen Z audiences coming of age will eventually represent a huge potential customer market for iGaming affiliates. However, to engage with them effectively, you must understand their values, behaviors, and digital habits. As mentioned, both generations want to see authenticity and personalization — and this leads many of them to naturally gravitate towards interactive and community-based experiences. While most affiliates likely already use social media, targeting Gen Z and Millennial audiences requires creating meaningful content that feels authentic — and stays ahead of trends like cryptocurrency. Both generations have also expressed frustrations with not being heard, too. Sometimes, it’s best to just listen and watch what they’re actively involved and interested in, and use these principles in your iGaming campaigns. Gen Z and Millennials are, on paper, are the perfect audience for iGaming affiliates. They’re techsavvy, share similarities in their love for “everything digital,” and are willing to put their trust in digital creators and try new online platforms. 21 GPWAtimes.org
Mobile-First iGaming Mastery he iGaming industry has firmly established itself in the mobile realm. Mobile devices are not just an alternative platform but they have become the primary medium for online gambling activities. According to the European Gaming & Betting Association’s 2022 report, 53% of online bets in Europe were placed on mobile devices, with the remaining 47% coming from desktops. The report projects that by 2026, the share of online bets placed on mobile devices is expected to rise to 64%, while desktop usage will decline to 36%. This anticipated shift underscores the ever-growing importance of mobile platforms in the iGaming industry. Similarly, in the U.S., mobile sports betting has grown substantially, accounting for the majority of total sports betting activity. These trends underscore the critical need for iGaming affiliates to adopt mobile-first strategies to effectively engage with today’s players. In this article, we’ll explore actionable strategies for affiliates to optimize their websites, utilize mobile-friendly ad formats, and leverage mobile-specific channels, all while adhering to industry best practices. OWpetbi ms i tiez si nf go rAMf f iolbi ai tl ee U s e r s In today’s mobile-dominated market, affiliates must prioritize mobile optimization to enhance user experience and boost conversion rates. A mobile-friendly website is not merely about fitting content onto smaller screens; it’s about reimagining the entire user journey for mobile devices. Implementing responsive design is essential, ensuring that your website adjusts seamlessly to different screen sizes and orientations. This not only improves user experience but also positively impacts search rankings, as Google emphasizes the importance of responsive web design via their Core Web Vitals metrics. Regularly testing your website and utilizing responsive frameworks ensure that touch elements are appropriately sized and spaced for optimal mobile interaction. Speed is another critical factor. According to a 2016 study by Google, 53% of mobile site visits were abandoned if pages took longer than three seconds to load. Given that this data is from several years ago and considering the rapid advancements in technology and rising user expectations, we can anticipate that in 2025, users will be even less patient with slow-loading pages. This trend makes optimizing your site’s speed more critical than ever to retain visitors and drive conversions. Slow-loading pages deter potential players and lead to lost revenue. To address this, employ tactical solutions, such as optimizing images by using nextgen formats like WebP and minifying code by reducing the size of loaded files. Leveraging browser caching to store static resources locally speeds up repeat visits, and using Content Delivery Networks (CDNs) distributes your content globally, reducing latency. By Rami Yermiya Mwaixtihmthizeesyeour mobile iGaming potential proven strategies to boost engagement, traffic, and revenue GPWAtimes.org 22 Illustrations by Marko Aliaksandr/Shutterstock
Enhancing user experience is vital for retaining visitors’ interest and encouraging conversions. Simplify navigation by using clear menus and minimizing the number of clicks or taps required to reach content. Ensure that fonts are readable without zooming. Following the Web Content Accessibility Guidelines (WCAG) ensures your site is usable for everyone, including those with disabilities, broadening your audience reach. EAmd FborramciantgsMobile-Friendly Utilizing ad formats optimized for mobile devices can significantly improve engagement and click-through rates. The power of video ads cannot be overstated as mobile video consumption is rapidly growing. To capitalize on this trend, keep videos short, aiming for under 15 seconds, and optimize them for vertical viewing since most users hold their phones vertically. Including captions and graphics is also crucial, as many users watch videos without sound. SMS and push notifications, when used responsibly, can also yield high open and conversion rates. Obtaining consent is crucial for complying with regulations like General Data Protection Regulation (GDPR) and the compliance requirements of relevant gambling jurisdictions, ensuring users opt in to receive messages. Df oart aM- Do rbiivl ee nMSat rr ka teet gi ni egs Effective data collection is as imperative for mobile traffic as it is for desktop — if not more so. Affiliates must harness analytics to refine their strategies continually. Utilizing analytics tools like Google Analytics 4 (GA4) provides enhanced tracking capabilities for both websites and apps, offering insights into user behavior and engagement. Tracking engagement rates helps you understand how users interact with your content and ads, enabling you to adjust strategies for better results. Meta Pixel is another powerful tool, tracking traffic from Facebook ads and helping optimize ad delivery. As advertising platforms evolve, only those proactively employing server-to-server conversion tracking will benefit from the full optimization capabilities available. Investing in the setup may be time-consuming and require significant technical work, but as we’re increasingThe mobile-first world presents both challenges and opportunities. Affiliates who adapt and innovate will not only stay relevant but also lead the industry forward. 23 GPWAtimes.org
ly moving toward a truly cookie-less world, this is the only way to ensure the most accurate data collection for optimization. Ewni tshu Sr Ei nOg BCeosmt Pprl ai acnt iccee s Affiliation in the iGaming industry is known to be a rollercoaster, and the recent shifts in SEO trends further emphasize the constant challenges (and some may say also opportunities) affiliates face. The SEO landscape was significantly influenced by advancements in AI technologies in the past year. From Google’s testing of various AI-driven features on the search engine results page (SERP) to the emergence of new sophisticated AI-driven search engines like SearchGPT, there’s real potential for a true disruption in traditional SEO strategies. Affiliates must stay vigilant and updated on AI developments in search, as advanced AI models will alter how search engines understand, rank and present content in the coming years, prioritizing context, user intent, and conversational language. Adapting to new ranking factors is essential. Be prepared for changes that emphasize content quality, relevance, and user engagement metrics. Anticipate significant changes in user search behavior, as users may adopt more conversational and complex search queries with AI-powered search engines. Voice and visual search are becoming increasingly important due to AI advancements, so optimizing for these types of searches can enhance visibility. This could ultimately lead to changes in the way iGaming operators and affiliates partner, new models may prevail that compensate for certain AI-driven visibility metrics for example. While there are still many unknown factors, we can assume optimizing content for AI understanding will involve some level of focusing on semantic SEO. Developing comprehensive content using natural language that AI models can easily interpret may improve your chances of ranking well. Implementing structured data markup, which was a good practice even before AI-driven SEO optimizations, helps search engines understand your content’s context and relevance, enhancing visibility in search results. It’s safe to assume that it will continue to be important going forward. Preparing for potential impacts on traffic and visibility is vital. Relying solely on organic search traffic may become riskier, so diversifying your traffic sources through social media, email marketing, and direct engagement can mitigate potential declines. Enhancing content quality by focusing on high-quality, user-focused content is likely to perform better in an AI-driven search environment, helping you maintain and improve your rankings. In 2025, the iGaming affiliate landscape is projected to be even more volatile, competitive and mobile-centric than ever. Affiliates must go beyond basic mobile optimization to deliver exceptional experiences, leveraging advanced technologies and innovative strategies. By embracing new ad formats, exploring emerging channels, ensuring compliance with evolving SEO best practices, and utilizing advanced analytics, affiliates can differentiate themselves and continue to thrive in this mature market. The mobile-first world presents both challenges and opportunities. Affiliates who adapt and innovate will not only stay relevant but also lead the industry forward. A mobile-friendly website is not merely about fitting content onto smaller screens; it’s about reimagining the entire user journey for mobile devices. MOBILE-FIRST IGAMING MASTERY 24 GPWAtimes.org Rami Yermiya is the founder of Dignotion, a digital marketing technologies firm specializing in performance marketing for the iGaming industry. With extensive experience managing teams across PPC, media buying, paid social, SEO, and affiliate marketing, Rami leads a dedicated team that helps the iGaming industry navigate the complexities of the digital landscape.
Illustrations by VectorMine/Shutterstock iGaming industry veteran Claire Adamou shares her expert insights on why ethical and moral principles are crucial for long-term success in the evolving affiliate landscape By Claire Adamou Betting Integrity on GPWAtimes.org 26
ffiliate marketing in the iGaming industry is an ever-evolving space that holds significant potential for growth and innovation. As the sector grows, so does the need for ethical business practices, especially in areas such as responsible gambling, transparent advertising, and upholding strong, moral values within a business. The affiliate marketing model is based on collaboration between operators, affiliates, and players, but its success and sustainability hinge not only on the financial benefits it brings but also on how ethically these operations are conducted. Ethics are the foundation on which successful affiliate businesses in the iGaming sector are built. As affiliates promote gambling services to a wide range of potential customers, it is essential for them to prioritize responsible gambling, transparency in advertising, and trustworthiness in their interactions with both players and operators. Responsible Gambling One of the most pressing ethical concerns in the iGaming industry is the issue of responsible gambling. Affiliate marketers have a unique role in this regard, as they can influence players’ decisions by driving traffic to online casinos, sports betting sites and other verticals based on the content they produce. Affiliates who promote gambling responsibly ensure that players are not exposed to addictive behavior or unfair practices. This can be achieved by not only promoting, but showcasing operators who have implemented responsible gambling tools like self-exclusion options, deposit limits, and access to support services for problem gamblers. Affiliates who take these steps earn the trust of both players and operators, ultimately building a reputation for integrity within the industry. By promoting responsible gambling, affiliates not only help safeguard players but also contribute to the long-term sustainability of the iGaming industry. It’s a collaborative approach to safeguarding, for which we are all responsible. Transparent Advertising Another key ethical issue in affiliate marketing within the iGaming sector is the importance of transparent advertising. Affiliates are often compensated based on player activity, which can create a conflict of interest if not approached responsibly. Misleading or exaggerated advertising can attract players who may not fully understand the terms, odds, or risks associated with gambling. This can lead to players making uninformed decisions, which ultimately harms their well-being and the reputation of the affiliate. Ethical affiliates should prioritize transparency by clearly disclosing the nature of the products or services they are promoting. This includes being upfront about bonuses, wagering requirements, terms and conditions, and potential risks. For example, a website promoting a casino bonus should not just highlight the attractive “100% match bonus” but should also explain the associated wagering requirements and timeframes in clear, understandable language. Affiliates who practice transparent advertising foster trust with their audience, which leads to higher engagement and customer loyalty. I can’t tell you how many times I have seen operators receive complaints due to the marketing messages put out by affiliates which may be out of date or not displaying the correct information. It’s been a hot topic for years over who is responsible for the accuracy of the information — affiliates or operators. Affiliates who align themselves with operators that share similar values in terms of transparency can further ensure that the products they endorse are fair and reputable. This, in turn, helps in building a positive industry-wide standard, where players can make informed, safe choices about their gambling activity. I could touch on the legality of the advertising rules within various jurisdictions, but this isn’t an article about the law, this is an article on values, integrity and morals. You only have to read further articles within this publication, or attend one of the upcoming events to hear that RG and advertising regulations are one of the hottest and most talked about topics. Bo nu iCldoirnegPariBnucsipinleess s B as e d Running an affiliate marketing business in the iGaming industry presents many challenges, but perhaps one of the most significant is staying true to your own values. A strong moral compass not only helps affiliates navigate these challenges but also creates a foundation for long-term success. Integrity, ethics, morals, and values should not just be external principles applied in marketing campaigns — they should be the internal pillars that support the entire business model. In an industry driven by financial incentives, it can be tempting to chase profits at the expense of ethics. However, affiliates who maintain a commitment to ethical practices build stronger, more sustainable businesses. This may even mean turning down partnerships with operators that don’t align with your standards, even if the financial rewards are significant. The affiliate marketing model is based on collaboration between operators, affiliates, and players, but its success and sustainability hinge not only on the financial benefits it brings but also on how ethically these operations are conducted. 27 GPWAtimes.org
For example, an affiliate might choose not to promote a particular online casino if it has been involved in unethical business practices, such as using misleading advertising or offering predatory bonuses to entice vulnerable players, despite the promise of fixed fees and high CPA rates. By staying true to their values, affiliates can build a reputation for honesty and trustworthiness, making it more likely that operators will seek them out for future collaborations and players will return to a site they trust to be transparent and honest. Ea nt hdi cVsa, lMu eosr a l s , Running a business grounded in ethics requires more than just personal integrity — it also means cultivating a company culture that reflects these values. An affiliate marketing business built on strong morals is one where every decision, from the types of content produced to the choice of affiliate programs promoted, is weighed against a clear ethical framework. Internally, this could mean offering employees the freedom to voice concerns about any business practice that doesn’t align with the company’s core values, fostering an open and honest environment. Externally, affiliates who build a reputation for ethical behavior attract like-minded clients and partners, whether it’s gambling operators, regulators, or other affiliates as allies. As the industry becomes more competitive, companies with a reputation for integrity will stand out. Clients want to know they’re working with affiliates who are known for their strong moral standards are more likely to secure long-term, mutually beneficial partnerships. AwliitghnTi ne agmE wt hoi cr sk and Leadership A business’s ethics and values are not only a reflection of its leaders but also of its team members. Affiliates who seek to create a business that emphasizes ethics, morals, and values should be intentional about the people they bring into the fold. It is essential to hire individuals who understand and share the company’s mission, values, and ethical standards. When everyone within the organization is aligned with the same principles, it creates a harmonious environment where all efforts are directed toward achieving the common goal. CT eornmc l uV sa il oune : oTf hEet hLiocnagl - Affiliate Marketing In the iGaming industry, affiliate marketers are in a unique position to shape the behavior of both players and operators. By prioritizing ethics — whether through promoting responsible gambling, ensuring transparent advertising, or fostering integrity in business practices — affiliates can build strong reputations based on trust and reliability. Furthermore, by building a business founded on shared morals and values, affiliates create a sustainable, long-term model that benefits both their clients and the broader industry. In the end, integrity in affiliate marketing is not just about following regulations. It’s about setting a standard for ethical conduct that others can follow. Affiliates who maintain this focus will not only protect players but will also cultivate a successful and respected business in the iGaming sector for years to come. BETTING ON INTEGRITY By promoting responsible gambling, affiliates not only help safeguard players but also contribute to the long-term sustainability of the iGaming industry. It’s a collaborative approach to safeguarding, for which we are all responsible. Claire Adamou, a longtime member of the GPWA and VP of Development at Saroca, is known for her ability to carve new pathways to success, both for herself and the individuals, teams, and organizations she empowers at Saroca. With almost two decades of experience in the iGaming industry, Claire brings a wealth of marketing, leadership, and entrepreneurial expertise to her role. Claire expanded her skillset in 2021 by becoming a certified Life and Leadership Coach. This allows her to approach challenges with a unique perspective, guiding clients to overcome obstacles and achieve their goals. Beyond her professional achievements, Claire is a dedicated mother to a blended family of four, a loving owner of two “fur babies,” and a fitness enthusiast who enjoys spending her free time at the gym. GPWAtimes.org 28
RIO 25–27 February 2025 Riocentro Rio de Janeiro FLORIDA May 13–15, 2025 Broward County Convention Center Fort Lauderdale, Florida MALTA 10–12 June 2025 InterContinental Malta TORONTO 17–19 June 2025 Metro Toronto Convention Centre LISBON 16–18 September 2025 Feira Internacional de Lisboa Lisbon TBILISI 15–16 October 2025 Sheraton Grand Tbilisi Metechi Palace Tbilisi 2025 For more information please visit sbcevents.com or scan the QR code
SBC Su Lisbon photo by Dmitry Rukhlenko/Shutterstock 2024 GPWAtimes.org 30
Living up to its billing as “The Greatest Show in Gaming,” SBC Summit 2024 made a spectacular Lisbon debut in September. Over 25,000 attendees from 134 countries — a 70% increase from the previous year — filled the expansive 110,000-square-meter expo, exploring offerings from over 600 exhibitors. Beyond the impressive scale, the event drew attention with its influential speaker lineup, including World Wide Web inventor Sir Tim Berners-Lee and skateboarding legend Tony Hawk, who shared insights on brand building and market relevance. Rasmus Sojmark, CEO & Founder of SBC, expressed his enthusiasm for the event’s success, stating, “We knew this event would be a hit; we put everything into making that happen!” In the following pages, you’ll witness the energy and excitement of SBC Summit 2024, from the vibrant energy of the expo floor to the extravagant SBC Awards show to the unforgettable closing party featuring DJs like Don Diablo. ummit 31 GPWAtimes.org
erminrajic SBC SUMMIT 2024 Opening Party 32 GPWAtimes.org
Affiliate Leaders Opening Party GPWAtimes.org 33
SBC SUMMIT 2024 34 GPWAtimes.org
From the Exhibition Floor GPWAtimes.org 35
SBC SUMMIT 2024 Official SBC Closing Party 38 GPWAtimes.org
SBC Awards GPWAtimes.org 39
Over 27,000 delegates descended upon Malta’s Mediterranean Maritime Hub for a record-breaking SiGMA Europe 2024. This summit, held on the eve of SiGMA’s 10th anniversary, was a testament to the company’s commitment to delivering high-quality events that connect industry leaders, innovators, and enthusiasts. Our collection of images on the following pages captures the electrifying atmosphere of SiGMA Europe 2024. From the bustling expo floor, packed with 1,000 exhibitors showcasing cutting-edge technology, to the energetic outdoor spaces buzzing with networking opportunities, this visual journey captures the essence of the event. SiGMA 2024 Malta photo by Karina Movsesyan/Shutterstock 40 GPWAtimes.org
Europe January 2025. GPWAtimes.org 41
SIGMA EUROPE 2024 Pre-Event Celebration 42 GPWAtimes.org
Speaking Sessions GPWAtimes.org 43
SIGMA EUROPE 2024 44 GPWAtimes.org
From the Exhibition Floor GPWAtimes.org 45
SIGMA EUROPE 2024 Networking Events 46 GPWAtimes.org
Side Sporting Events GPWAtimes.org 47
SIGMA 2024 AFFILIATE RETREAT TO MARRAKECH 48 GPWAtimes.org
SiGMA 2024 Affiliate Retreat to Marrakech SiGMA’s 2024 Affiliate Retreat to Marrakech, held the week before SiGMA Europe in Malta back in November, was an unforgettable journey blending cultural immersion, high-level networking, and thrilling adventures. Attendees were able to soar over breathtaking landscapes in a hot air balloon, navigate the Agafay Desert on camels and quad bikes, and forge connections with industry leaders against the backdrop of stunning sunsets. From the vibrant souks to the luxurious Palais Dar Soukkar Marrakech, affiliates experienced the magic of Morocco in a truly unique way. Browse through these photos to discover why SiGMA events are renowned for both business success and lasting memories. GPWAtimes.org 49
SIGMA 2024 AFFILIATE RETREAT TO MARRAKECH 50 GPWAtimes.org
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1-sportsbook.com 21-blackjack-strategy.com 7starcasino.com aanbieding.casinfo.nl africanpokerguide.com agamble.com apostaslegais.com.br apostasonline.pt apostas-pt.com apuesta-peru.pe apuestaslegales.co arzemju-kazino.org atheme.eu auscasinos.org automatenspielex.com bästonlinecasino.com bedrageri.info bestcasino.com.sg besteonlinecasinosoesterreich.at bestindicasino.com bestirishonlinecasino.com bestnlinecasinos.com betanobg.com betblack.it bet-calculator.uk betfans.de bethq.com betinireland.ie betkiwi.co.nz bettingtop10.co.nz bettingtop10.com.au betting-top5.com betzillion.org bingomums.co.uk bitcoincasinos.wiki bitedge.com blackjack-strategy-page.com blogaming.com bonukset.org bonus-sans-depot.casino bookies.live bookmakers.name bookofslots.com bookspoker.com buenaapuesta.org bukmeker-saytlari.com cad.casino casacomunelaudatoqui.org cashcasino.dk casimoose.ca casino.com casino.guide casinoallianz.com casino-bigwin.com casinobonus.se casinobonusesindex.ca The GPWA Seal of Approval is a mark of distinction awarded to gambling portal websites that meet our rigorous standards. To earn the seal, websites must be affiliated with approved GPWA members who consistently uphold the highest ethical standards in all their operations. This seal assures users that the affiliated GPWA members are in good standing and committed to maintaining integrity and transparency. They have pledged to abide by strict criteria designed to ensure ethical conduct at all times, providing a trustworthy and reliable experience for users. Since our last update in Issue 58 (February 2024), over 320 new sites have been approved and they are listed here. The program now boasts nearly 3,000 sites websites from more than 70 countries. This growth reflects the increasing number of affiliates who prioritize trust and professionalism in the online gambling industry. “Successful affiliates understand the vital role that trust and professionalism play in building a thriving business,” says GPWA Program Director Anthony Telesca. “We are honored to recognize both new and established webmasters who demonstrate a commitment to achieving the industry’s highest standards.” Trustworthiness Webmaster Reflects GPWAtimes.org 52
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