Social Media Tactics That Drive Players Join GPWA Page 47 JULY 2025 GPWAtimes.org Localized Content That Converts Understanding New Market Regulations Photo Gallery from Barcelona Posting With Purpose
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 Next Stop: The iGaming affiliate space never stands still—and neither do we. We’re proud to present the 62nd issue of GPWA Times Magazine, which will be available at iGB L!VE, taking place for the first time in London, 2-3 July. You’ll also find it at SBC Summit 2025 in Lisbon, running 16-18 September. As always, the GPWA team will be attending both conferences, so if you’re planning to go, be sure to drop by our stand and say hello! This issue is packed with expert insight to help affiliates navigate the ever-evolving iGaming industry. iGaming marketing whiz Catie Di Stefano reminds us how leveraging social media can set you apart from the competition in today’s crowded affiliate landscape. Also, don’t miss longtime GPWA member Connie Burstin’s feature about affiliate marketing in regulated markets, which explores why the player experience matters far more than bonus offerings when it comes to long-term success. Elsewhere, Milan Novakovic returns to these pages and dives into how the tone, language, and context of your content build trust—and why that trust directly influences whether players return to your site. We also shine a light on a growing threat of bonus abuse as first-time contributor Adam Doyle from LexisNexis Risk Solutions reveals how fraudsters are manipulating promotional incentives—putting both affiliate commissions and operator margins in jeopardy. Of course, this issue isn’t all about analysis and strategy — we also captured the energy and scale of one of this year’s biggest industry gatherings in a 10-page photo gallery from iGB Affiliate and ICE, which made their record-breaking Barcelona debuts in January. Finally, if you’re not yet subscribed, what are you waiting for? Subscriptions to GPWA Times Magazine are completely free. Join our global community at GPWAtimes.org/subscribe/. Happy reading — and we hope to see you soon! Sincerely, Michael Corfman London GPWAtimes.org 4
THE GREATEST SHOW IN GAMING For more information please visit sbcevents.com or scan the QR code 30,000 DELEGATES 500+ SPEAKERS 700 EXHIBITORS 16–18 SEPT 2025 FIL, LISBON
Navigating New Affiliate Horizons To thrive in today’s regulated markets, affiliates need to shift focus from bonus-chasing to delivering real value, building reputation, and enhancing the user journey. Bonus Betrayal Learn how fraudsters are leveraging iGaming bonuses to undermine affiliate earnings and jeopardize operator stability. Departments 4 Letter from the Director • 8 By the Numbers • 10 Quotables • 12 GPWA Poll 14 From the Forums • 42 iGaming Directory Rankings • 48 Affiliate Interview Series • 60 Sponsors 62 Affiliate Manager Interview Series • 68 APCW Wall of Shame • 70 Event Calendar 30 TABLE OF CONTENTS 22 Lost in Localization? Authentic, native iGaming content keeps players engaged longer, converts them more effectively, and cultivates lasting trust in your brand. More Than A Link Learn how authentic relationships, strict compliance, and engaging content are now the essential pillars of affiliate growth when it comes to social media. 18 26 Photo Gallery: iGB Affiliate Barcelona 2025 In their Barcelona debut, ICE and iGB Affiliate combined to attract nearly 60,000 attendees from over 160 nations and we captured some of the many highlights from the exhibition floor and beyond. 44 GPWAtimes.org 6
THE FUTURE OF GAMING STARTS HERE EDUCATION OCTOBER 6–9, 2025 EXPO HALL OCTOBER 7–9, 2025 THE VENETIAN EXPO, LAS VEGAS GLOBALGAMINGEXPO.COM G2E brings together the global casino gaming community in Las Vegas, the undisputed capital of the industry, to experience innovation, network with top professionals, and learn about the latest trends driving growth and transformation.
BY THE NUMBERS $173.6 billion Total amount wagered by online gamblers in Ontario on licensed casino, sports, and poker platforms during the regulated market’s first three years (4 April 2022 – 29 February 2025). 10% The percentage of the world’s online gaming companies based in Malta, despite its small population of about 500,000 residents. 63 The number of online gambling operators licensed in Peru during the last year, meaning there is one operator per every 545,000 residents, making it one of the most competitive markets in Latin America. $9.28 million The record-breaking largest online casino jackpot in the history of the U.S., won by a player in Michigan on DraftKings Casino while playing the game Irish Pot Luck in February. $17.5 million The fine Underdog Fantasy paid as part of a settlement agreement with the New York State Gaming Commission after it was found to be offering contests that fell outside the scope of Synkt’s temporary license, which was obtained in 2016. GPWAtimes.org 8
€47.9 billion The total gross revenue generated by online gambling in Europe during 2024, marking a 11.7% year-over-year increase. 31% The percentage growth in online gambling selfexclusion registrations among young adults (under the age of 25) in the U.K. during the second half of 2024, as reported by GamStop. 165% The year-over-year surge in online gambling GGR recorded by the Philippine Amusement and Gaming Corporation in 2024 €530,000 The amount that Betsson was ordered by the Rotterdam District Court to repay a Dutch gambler who incurred the same amount in losses on unlicensed gambling websites in 2014. 13 The number of players in Italy’s top professional football league, Serie A, who are under investigation by Italian authorities for alleged involvement in illegal online gambling activities. $2.8 billion The projected revenue Finland’s gambling market will reach in 2025, according to Statista. A$34 billion The amount gamblers in Australia are projected to lose in 2025, the most in the world on a per capita basis, according to H2 Gambling Capital. 9 GPWAtimes.org
QUOTABLES QUOTABLES “This reveals a stark reality often overlooked by national regulators: illegal gambling markets are frequently larger than officially estimated . . . . This case exemplifies a common regulatory blind spot, where initial measurement methods significantly underestimate illegal gambling activity until more sophisticated analysis reveals the true scale of the black market’s presence.” —Hermann Pamminger, Secretary General of the European Casino Association, after the KSA reported that while H1 2024 GGR grew 6% year-over-year, H2 saw a 10% year-over-year drop, with new deposit limits in October cited as a contributing factor. “This is not just about considerable economic damage. If legal sports betting offers cannot be used by customers from Germany on a Bundesliga Saturday, the illegal betting providers, who are very happy to accept new customers and deposits, will benefit first and foremost. There is no player protection in the black market. The German tax authorities are also left empty-handed.” —Mathias Dahms, President of the German Sports Betting Association, after a 10-hour sports betting outage in Germany on a Saturday in March. “I want to make clear that this bill isn’t about opening a new revenue source for the government. It isn’t a cash grab, and we’re not looking to create new gamblers in Alberta. If you don’t gamble today, please don’t start tomorrow. That is not the purpose of this. We know gambling will never be safe, but there are ways to make it safer and more responsible. That’s what we aim to do.” —Dale Nally, Minister of Service Alberta and Red Tape Reduction, after the Canadian province released a bill that would allow private companies to operate online casinos and sportsbooks within the province. “This two-way dynamic — where the event drives market activity and the market drives deeper engagement with the event — is just getting started. We are seeing the birth of a new feedback loop between watching and trading. Prediction markets are the future of news, including sports news.” —Tarek Mansour, CEO of Kalshi, after announcing the financial exchange saw over $86 million in trades during the weekend of the Masters golf tournament, more than three times than the Super Bowl. GPWAtimes.org 10
Which Chatbots Do You Use? Artificial intelligence has become a powerful force, reshaping our approach to daily work and dramatically enhancing productivity. In a recent poll on the GPWA forums, we tried to capture a snapshot of this evolving landscape by asking which AI chatbots our members routinely utilize. The results found that every single respondent uses ChatGPT (OpenAI) in some form or fashion, while Grok (xAI), Claude (Anthropic), Gemini (Google), and Perplexity were also popular choices. Notably, none of the respondents indicated using Jasper or Meta AI, and no one selected the option stating they do not use AI chatbots. Member comments largely echoed the preference for ChatGPT, with paid versions offering tangible benefits for frequent users. For more details regarding this poll and to view all of the feedback and comments we received, visit gpwa.org/485. Comments from GPWA members Anthony GPWA/APCW PROGRAM DIRECTOR Overall, I feel ChatGPT is best. I was disappointed with Gemini; I expected Google to stand out from the rest. AI is a good tool, but it is certainly not replacing any tasks for me. I have not paid for any of the AI services. content PUBLIC MEMBER I use GPT Pro, but just because I go over the daily usage limits of the free version sometimes . . . I hardly write anything myself; I give AI the key points and tell it to format them into an overview or whatever I need. NoDepositCasinos PUBLIC MEMBER I currently use ChatGPT Plus and sometimes Grok. I find them useful for research, exploring ideas, and checking my writing (especially when I’m working in other languages and need to find a more natural way to express what I want) . . . That said, in my experience, none of these chatbots are 100% reliable. GPWA MEMBER POLL 100% ChatGPT 33% Grok 23% Claude 23% Gemini 23% Perplexity 15% DeepSeek 8% Copilot 7% Other 0% 60% 80% 40% 20% 100% 12 GPWAtimes.org
As AI continues to weave itself deeper into the fabric of content creation, questions around its role in SEO have taken center stage — especially among iGaming affiliates. In a GPWA forum thread, “WebWizard” kicked off a lively discussion by asking a straightforward, but important, question: Is it safe to use AI for creating content briefs, or is Google simply turning a blind eye ... for now? The community quickly jumped in with a wide range of perspectives. Some emphasized that it’s not about the tools you use but how you use them, reminding everyone that matching user intent and adding a human touch remain critical. Others, however, warned against leaning too heavily on AI shortcuts, especially as search engines sharpen their ability to spot cookie-cutter content. The thread evolved into a thoughtful exchange about best practices, risks, and the evolving standards for AI-generated content. Whether using AI to brainstorm briefs or even draft full articles, members largely agreed: quality, authenticity, and a little bit of human magic are still the keys to success. Excerpts of the thread are below, but to view the thread in its entirety, visit gpwa.org/486. 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. Is it for My Content Briefs? OK to Use AI FROM THE FORUMS Illustrations by Net klyaksun/Shutterstock 14 GPWAtimes.org
#1 WebWizard 12 September 2024, 7:14 a.m. New Member I have been using AI for my content briefs for a while now. I’m unsure if Google has noticed or if it’s actually acceptable. What are your opinions? Thanks! “ Reply With Quote #2 NoDepositCasinos 14 September 2024, 8:45 p.m. Public Member The problems you see with AI and Google are not about the tools but how you use them. Google is not trying to catch you or evaluate your content based on whether you used a specific tool but rather on how well it matches user intent. So, use the tools you have, but don’t do it mindlessly. Double-check the content, give it a human touch, and make sure the quality is what you want for your site. “ Reply With Quote #3 vd752 15 September 2024, 3:09 p.m. Private Member The cost of promoting a specific page is way higher than the cost of writing it, plus most Google penalties are for site content, not for links, so no reason to use AI unless you have no money for content. “ Reply With Quote #4 fortuna 16 September 2024, 12:04 p.m. Private Member It sounds like you’re not even using AI to generate the actual content but just the briefs? I don’t see how that would cause an issue. Even using AI to generate the actual content is not against Google’s terms as long as it is done responsibly. Do a Google search for “Google Search’s guidance about AI-generated content” and you’ll find a fairly detailed article of theirs on the issue. “ Reply With Quote #5 Strider1973 18 September 2024, 5:45 a.m. Private Member If you want to write a summary, it doesn’t matter if it’s written by yourself or AI, as long as it’s of similar quality, as it’s not possible to tell if something has been written by a human or by AI. “ Reply With Quote #6 D-Bet 18 September 2024, 5:50 a.m. Private Member It’s no problem using AI for content, as long as it’s still helpful. The problem is AI content often is too general, so you have to do a lot of manual work still, however less with AI. “ Reply With Quote Use AI for ideas but use a creative brain to make something that’s not repeated a million times across the web. Stop thinking about the easy, quick route. Ultimately, it will go against you. GPWAtimes.org 15
FROM THE FORUMS #9 jiyahana 20 September 2024, 6:05 a.m. New Member It’s okay to use AI for content briefs, and many people do it without problems from Google. Just make sure the content fits what your readers need. You can use AI checkers to improve it and avoid any issues. Adding your own style will make it even better. “ Reply With Quote #7 VladS 19 September 2024, 7:59 a.m. New Member Originally Posted by NoDepositCasinos “The problems you see with AI and Google are not about the tools but how you use them. Google is not trying to catch you or evaluate your content based on whether you used a specific tool but rather on how well it matches user intent. So, use the tools you have, but don’t do it mindlessly. Double-check the content, give it a human touch, and make sure the quality is what you want for your site.” I totally agree with this opinion. I use AI a lot for the content, but always carefully check it, redo and add some opinion or other “human touch.” Also, if you afraid of some penalties or something, you can try AI detectors and improve your content corresponding to the results. “ Reply With Quote #8 PaulEchere 19 September 2024, 8:30 a.m. Private Member Answering the initial question - I see no issues with creating briefs using AI. And now expanding on the topic a bit, I also see no issues with creating some content using AI as long as you give it enough relevant and valid input data. For example, if you are writing a product review, which implies that it has been tested and the person writing it is a subject matter expert (in a way) - and you create it using AI, that is a problem. Because it wouldn’t really be truthful as the words should originate from the actual person who has some authority in this topic. If you are creating content that doesn’t require any first-hand experience and is only based on facts - you might as well use AI. For example, things like “10 Highest-Paid Broadway actors” - all you need is the information, facts about how much those people make. As long as you get that input information about the people and related facts (with the necessary level of detail) you can use AI to stitch that together into a post/article. I have many pages like that created completely by AI and those pages rank well and get traffic - even if you would look at it and clearly see that it is AI, it still completely covers the “ask” of the person who is looking for it. And obviously, don’t half-ass it. You can use your own writing as well as other approaches to make sure your AI content sounds as much as possible like you. “ Reply With Quote I use AI from time to time but more to give ideas and I never rely on it 100% to write my content. I always do extra research, double check, give some human touches, and make sure it gives values to audiences. 16 GPWAtimes.org
#13 lapa221Q 24 September 2024, 4:36 a.m. New Member Yes, it’s perfectly okay to use AI for creating content briefs! AI can help streamline the process by generating ideas, organizing information, and providing structure. However, it’s important to ensure that the content reflects your voice and meets your specific needs. “ Reply With Quote #14 iso2009 24 September 2024, 2:59 p.m. Public Member Dumb AI will not be penalized on a high authority site. So work on your branding and authority first. A full AI article, fact checked by a human, which makes people stay, read, engage on your page, will not be penalized by Google. Google can detect AI content. We also can detect it to some degree just by reading a few lines. But Google looks deeper, into the user signals coming from your site. If the signals are good, the content is good, AI or no AI. And to be honest, after trying gpt-o1-preview (which is probably the GPT-5 Orion preview), for most tasks (even complicated ones), AI is not as dumb as it used to be. End of Thread #10 wonderpunter 21 September 2024, 8:27 a.m. Private Member Why would you? After the last update, it seems more and more AI is getting smashed. Use AI for ideas but use a creative brain to make something that’s not repeated a million times across the web. Stop thinking about the easy, quick route. Ultimately, it will go against you. “ Reply With Quote #11 jeanm 23 September 2024, 4:13 a.m. Private Member AI should be used as a tool to help you but not to work for you. I use AI from time to time but more to give ideas and I never rely on it 100% to write my content. I always do extra research, double check, give some human touches, and make sure it gives values to audiences. “ Reply With Quote #12 NilsOlav 23 September 2024, 6:58 a.m. New Member Using AI for making content briefs can be a very good way to get a base. But you always need to check with human eyes and then tweak. It can, however, get you started really quick. “ Reply With Quote It’s no problem using AI for content, as long as it’s still helpful. The problem is AI content often is too general, so you have to do a lot of manual work still, however less with AI. GPWAtimes.org 17
fi C aHnoTwu ri Gn aPmo si tnsgI nA tf o Pl ilaatyees r s More Than Link a Illustrations by inspiring.team/Shutterstockstock GPWAtimes.org 18
lthough I joined the gambling industry in 2011, I didn’t start working as an affiliate until 2022. When I finally built an affiliate website, I thought SEO would be the key to success. I spent hours reading, optimizing, and trying to make Google love me. But what really got traffic to my website wasn’t SEO - it was social media. Social platforms gave me a way to connect directly with readers, build trust, and drive meaningful traffic that converted. I believe that in 2025, social media is no longer just a nice add-on for affiliates - it’s a critical part of building sustainable traffic, retaining players, and staying visible in an increasingly competitive market. I recently hosted a LinkedIn Live session as part of iGaming Fika with Jenny Ramstedt, Jenny Gonzalez and Claire Adamou, where we dove deep into the topic of how affiliates can leverage social media. Based on my experience, the lessons we discussed, and where I see the industry heading, I believe affiliates who master the art of genuine engagement - while staying compliant - will have a huge advantage moving forward. TRhe aelNi teywf oSroAcfifaill iMateeds i a Affiliate marketing through social media isn’t about just posting a banner or sharing a link anymore. Now, attention spans are shorter, competition is fiercer, compliance rules are stricter, and audiences expect a lot more. However, the biggest challenge is that audiences are now spread across many different platforms. While affiliates used to focus mainly on Facebook and Twitter back in the day, now TikTok, Instagram, YouTube Shorts, Telegram, and even Discord are becoming major traffic sources, especially for younger demographics and emerging markets. At the same time, organic reach is getting harder to achieve. Algorithms reward personal connection, not just promotional content. Affiliates can’t just post deals or bonus offers and hope for results anymore. You need to entertain, educate, and build real relationships with your audience. Another major challenge that I noticed is that trust is key. In a world where audiences are bombarded with ads and offers 24/7, building a trusted personal brand, whether you’re a solo affiliate or part of a bigger group, is essential for long-term success in the gambling industry. Finally, compliance has become a key part of the game. Platforms are tightening their rules around gambling content. Affiliates need to be smarter about disclosures, responsible gambling messaging, and following each platform’s specific policies to avoid bans or shutdowns. The affiliates who will win going forward are the ones who understand that social media isn’t just a megaphone - it’s a twoway street. It’s about building communities, not just campaigns. Strategies That Work If I had to sum up successful affiliate social media strategies today in one word, it would be connection. You can have the best offer or the highest payout in the world, but it won’t matter if you don’t authentically connect with your audience. This is what I see working for gambling affiliates right now: 1. Value-First Content Affiliates need to move beyond “here’s a bonus link” posts. Audiences are looking for real value: educational guides, personal tips, entertaining stories, player experiences, short videos that explain how games work, or insider strategies for getting started. Today, E-A-T (Expertise, Authoritativeness, and Trustworthiness) isn’t just an SEO strategy - it’s what audiences demand on social media too, especially in a world full of AI-generated content. People want to see real faces, hear real voices, and feel connected to the humans behind a brand. Affiliates who show up authenSEO may get you indexed — but social media builds the relationships that convert. Why connection, compliance, and content with personality are the new pillars of affiliate success. By Catie Di Stefano 19 GPWAtimes.org
tically - whether it’s a personal video, a selfie, or a thoughtful comment - build a level of authority that no amount of faceless content can replicate. 2I n. Fs tuel al -dT eo xf tHOaps thi -mt ai gz ga it ni ogn Hashtags used to be the trick to getting seen. Today, relying on hashtags feels outdated - and on many platforms, it actually signals you’re not keeping up. Algorithms now scan the full text of your posts to understand the topic and intent. Instead of cramming a list of hashtags, focus on writing naturally, using the words, phrases, and topics your target audience would care about. For example, casually mentioning “NJ online casinos” or “sports betting tips for beginners” within your text helps your post be pushed to the right users organically - no hashtags needed. 3. Community Building Over Broadcasting Create spaces where your audience can chat - whether it’s a Telegram group, a Discord server, a Facebook private group, or even just active engagement in comments. The days of one-way posting are over. Affiliates who treat their audiences like communities (not just traffic sources) will see much higher retention. Another major trend is brands and affiliates commenting on viral posts, especially on platforms like TikTok and LinkedIn to gain exposure. A fun, relatable comment on the right trending post can make a brand feel more human, boost visibility, and connect with audiences in a natural, non-salesy way. It’s less about broadcasting and more about showing your personality where conversations are already happening. 4C.aPraeifdu lAlydvaenrdt iCsoi nmgp-l ian t ly Organic reach is valuable, but in some cases, smart paid campaigns can boost your best content. Affiliates running ads need to be super compliant, especially with Meta (Facebook/Instagram) and Google. Focus on running soft content campaigns (lifestyle, community building, guides) rather than direct “play now” promotions, especially in markets with stricter rules. That said, running gambling ads is not as simple as it was a decade ago. Most major platforms have heavy restrictions, and you either need to have direct contacts at the platforms, go through verified agencies, or have a proven track record to even be allowed to promote gambling. Alternatively, you need to know how to “dance around” the restrictions with clever, compliant messaging. Either way, entering the paid ads game today requires a heavy investment in time, knowledge, and financial resources. 5. SEO and Social Working Together Platforms like LinkedIn, TikTok, and YouTube are now huge discovery engines, and search engines index this content faster and more frequently. That means your social media presence feeds your overall online authority. When your posts consistently target the right topics, engage the right audiences, and demonstrate E-A-T principles, you strengthen both your SEO rankings and your brand presence at the same time. In short, smart social content today builds tomorrow’s organic reach - both on platforms and in search. EanmdeTregcinhgnoPlloagtfioersm s One of the biggest mistakes affiliates can make today is sticking only to the “old favorites,” such as Facebook or Twitter. While those platforms still have value, the real opportunities - especially for affiliates who want more advantage - are happening elsewhere. Telegram and Discord have exploded in relevance, especially in crypto, casino, and emerging markets. Telegram groups allow for direct, ongoing conversations with players, and affiliates can use channels to broadcast updates, offers, and community discussions in a semi-private environment. Discord offers even deeper engagement with custom servers, channels, and bots that can automate part of the community management. MORE THAN A LINK Affiliate marketing through social media isn’t about just posting a banner or sharing a link anymore. Now, attention spans are shorter, competition is fiercer, compliance rules are stricter, and audiences expect a lot more. GPWAtimes.org 20
YouTube Shorts and TikTok continue to dominate for millennials and Gen Z. Affiliates who invest time into short, snackable, entertaining video content can build brand awareness much faster than relying only on text posts or traditional blogs. The key is to avoid overly promotional messaging and instead focus on storytelling, tips, and personality-driven content. Newsletters are also making a big comeback. With algorithms constantly changing, many affiliates are realizing that owning a direct relationship with their audience, via email or long messaging, is more valuable than relying solely on platform reach. Building a strong mailing list allows affiliates to communicate new offers, loyalty campaigns, and content directly without worrying about platform shutdowns or changes. Compliance Is Non-Negotiable One thing that hasn’t changed - and is only getting stricter - is the importance of compliance. Whether you’re promoting casinos, sportsbooks, or sweepstakes, affiliates today must navigate a complex maze of advertising rules, platform policies, and local regulations. The first rule: Always disclose your partnerships. Audiences are smarter and more skeptical than ever, and platforms are cracking down on undeclared sponsored content. Simple statements like “This post contains affiliate links” or “Partnered content” can protect you legally and build trust with your audience. Secondly, responsible gambling messaging isn’t optional - it’s expected from gambling industry professionals in 2025. Affiliates who actively promote responsible gaming practices, include proper age disclaimers, and link to help resources build longterm credibility. Each platform also has its own unique rules about gambling promotions: • Facebook and Instagram require special approval for gambling ads and restrict targeting heavily. • Google limits gambling-related advertising based on licensing and country-specific laws. • TikTok only allows gambling-related content in specific markets with strict controls. Currently, there is a lot of talk about TikTok Canada exploring more gaming content. Affiliates need to stay updated constantly, because platform rules can change with very little notice. And this is important because ignoring compliance doesn’t just risk getting one post removed - it can get your entire account banned, your domain blacklisted, and your affiliate deals terminated. At the end of the day, success as an affiliate isn’t just about pushing offers or chasing quick clicks anymore. It’s about building real connections, adapting to new platforms, staying compliant, and showing up consistently as a trusted voice. Social media remains one of the most powerful tools affiliates have - not because it’s easy, but because when it’s used authentically, it creates relationships that no algorithm change can take away. The affiliates who win today AND tomorrow are the ones who stay human in a world of AI. They aren’t afraid to show their face, share their voice, and build a brand that lasts longer than a single campaign. Catie Di Stefano is a seasoned marketing professional with over 14 years of experience in the online gaming industry. In March 2025, she was appointed as the Marketing Director at Vegas Kings, a premier design and development agency specializing in iGaming and sports betting. Catie’s journey in the gaming sector began in customer support in 2011, eventually leading her to significant roles such as VIP, CRM, gamification, affiliation and marketing. Since 2018, she has been mainly focused on the U.S. online gambling market. Affiliates can’t just post deals or bonus offers and hope for results anymore. You need to entertain, educate, and build real relationships with your audience. 21 GPWAtimes.org
’ve written for dozens of iGaming markets, and the one thing that remains constant is how easy it is to get localization wrong. The mistake usually starts by assuming localization equates to translation. But iGaming players don’t resonate with content that’s just technically accurate — they engage with content that sounds like it was written for them. Not for their country, not for their city. For them. Localization isn’t about editing after the fact. For me, it starts with the first sentence. Before I even write a word, I’m thinking about time zones, payment habits, mobile behavior, bonus psychology, and even what local influencers are saying about betting. If you’re just tweaking the spelling or changing “football” to “soccer,” you’re not even scratching the surface. Macro Localization When I write for a new market, I start with the local lingo, rather than just focusing on grammar or spelling. I study rhythm, tone, and what players say without thinking. In English-speaking markets, I don’t approach the U.S., Canada, Australia, or the U.K. the same way, even though they all technically speak the same language. If I’m targeting a U.S. audience, I make sure I’m writing about betting exactly how they talk about it. Expressions like “parlay,” “chalk,” “bad beat,” or “covering the spread” aren’t just surface-level nuances — they’re baked into American betting culture. Say “they won narrowly,” and it feels like a news recap. Try “they covered by the hook” instead, and you’ll be speaking the same language. That one phrase instantly tells a U.S. reader that you know the territory. LOST IN LOCALIZATION? When iGaming content is written wpliathyearustwheilnltsitcaityy and feels native, longer, convert better, and trust your brand By Milan Novakovic Connect with iGaming Players How to Truly GPWAtimes.org 22
Meanwhile, Brazilian players bring something else to the table. There’s a more emotional, fan-driven energy in how they engage with sportsbooks. For Brazilian content, I’ll dial up the passion and talk about “futebol” like it’s a religion, bring the local rivalries into the copy, and use phrases that reflect the drama of it all. In Australia, the tone tends to lean dry, with a bit of bite. You can afford to be more casual (even blunt) without losing credibility. Sports fans there know their stuff, and they don’t need a sales pitch — they want someone who knows how to talk shop. And then there’s Canada, which kind of sits in between. The tone is more measured, so content that’s too loud doesn’t always land well. However, an approach that is too flat is a no-go, either. For Canadian readers, I’ll focus on substance — things like payout speed, Interac availability, and whether anything stands out beyond the usual NFL/NHL/MLB rotation. Localization at this level doesn’t just mean swapping out words. It means knowing what matters to that specific audience. Cricket doesn’t belong in a sportsbook breakdown for U.S. readers, just like talking lacrosse won’t hit in India. Localization is about cutting through the noise and hitting the real triggers. Cultural Relevance It’s easy to say “this casino is great for Indian players,” but that line is meaningless unless it’s backed by specifics. When I’m writing for the Indian market, I’m not just asking whether the brand supports INR. I’m checking if they’ve got Teen Patti, Illustrations by GoodStudio/Shutterstock and inspiring.team/Shutterstock. 23 GPWAtimes.org
Andar Bahar, or even live dealers that speak Hindi or Tamil. I want to know if they take Paytm or UPI or if they’re still stuck in the old-school Skrill/NETELLER loop. If that kind of attention to detail isn’t in the content, it shows. Readers notice, and they know when they’re being spoken to in broad strokes. “Great for Indian players” doesn’t mean anything if the lobby looks like a European site from 2015 and all the promos are for games no one plays locally. The same rule applies across the board — if I’m covering a sportsbook for the Canadian market, I’ll mention Interac every time. I’ll check if they include lines on the CFL or college hockey. If there’s lacrosse betting, I’m highlighting that too, especially if the brand has live odds on games that don’t usually get love outside the niche. Localization isn’t about sprinkling in buzzwords; it’s about building content around relevant topics for the readers. And often, those things aren’t obvious unless you’ve been watching the market closely or, better yet, talking to players directly. Micro Localization Localization doesn’t stop at the national level — the more competitive the market, the more important it is to drill down further. In the U.S., that means writing with state-level context in mind. What works in Michigan might fall flat in Colorado, not because audiences are wildly different, but because of what’s relevant. When I write about an online casino that’s live in Michigan, I won’t just say it’s licensed. I’ll mention the Michigan Gaming Control Board (MGCB), or how its game library compares to what’s available at the land-based spots in Detroit. Even if the brief doesn’t ask for that, I’ll add it. Not because I’m trying to sound clever, but because Michigan players know those casinos. If I’m reviewing a casino in Pennsylvania, I might say, “better than a weekend in the Poconos.” That line wouldn’t work anywhere else, but for a reader from Pennsylvania, it hits the mark. Tying the experience back to what’s familiar adds a layer of trust that boilerplate copy can’t match. Same with sports — if I’m referencing college teams in Illinois, I’ll use nicknames like Fighting Illini and not “University of Illinois men’s basketball team.” If I mention the Chicago Bulls, I might go casual: “Our Bulls didn’t get it done last season.” It’s small, but it signals you’re not just writing about Illinois—you’re writing from inside the mindset. It’s not about pretending to be local. It’s about reflecting the reader’s world, and that can’t be done with templates or word swaps. You have to go granular instead. Tone and Intent There’s one part of localization that often gets overlooked, and that’s tone. You can have all the right data points and still miss the mark if the tone doesn’t match the reader’s expectations. Some markets expect hype, and some want cool-headed analysis. Others might prefer a friendly walkthrough, like they’re getting advice from someone they know. I adjust the tone based on how HOW TO TRULY CONNECT WITH IGAMING PLAYERS iGaming players don’t resonate with content that’s just technically accurate — they engage with content that sounds like it was written for them. Not for their country, not for their city. For them. GPWAtimes.org 24
Milan Novakovic is the CEO and founder of HIREQUARTERS (hirequarters.com), a marketing agency established in 2017 and based in Serbia. The company specializes in writing content for the iGaming affiliate industry and caters to clients that are fully aware of the superiority a skilled writer armed with nuanced language and a creative spark still has over artificial intelligence. the content is going to be read, not just where. A promo breakdown aimed at new users in Ontario should read differently than a strategy article for seasoned bettors in Pennsylvania. Intent matters — if I’m writing a “how to deposit” guide, I’ll use active verbs, avoid fluff, and walk them through the process like I’m right there with them. If it’s a news piece about a new game, I might highlight who the release appeals to and why it matters in that market, rather than just throw in generic excitement. I’ve learned that players can sense when something’s off. If the tone is too stiff, too robotic, or too obviously translated, they’ll close the tab. But if it lines up with how they talk and think, they’ll stick around. Ta ni md iMn ga,rSkeeat sMo naat ul irt iyt, y A market that just opened up legally is not the same as one that’s been live for five years. Timing affects tone; it’s as simple as that. When Ontario launched online casino play, the early content had to be educational. A year later, the same players don’t need walkthroughs. Instead, they want real comparisons, better bonuses, and more relevant info. I approach new markets like an onboarding process with less slang and more structure. But once a market matures, I loosen the language. I start to add small inside jokes, references to local teams, and even seasonal tie-ins. March Madness in the U.S. isn’t just a time for basketball — it’s a content goldmine. I’ll time drop offers, promos, or even include bracket lingo because players are already thinking that way. Localization doesn’t just change based on where I’m writing but also when. You can submit two pieces for the same audience six months apart, but they should feel completely different. Regulation Changes the Tone I don’t treat regulatory info as a footer detail. Depending on the market, regulation is either a side note or the core story. When I’m writing about a brand entering Ontario or New Jersey, I bring up the license early. These are compliance-heavy markets where regulation shapes the product. Offers have limits, and wordings need to stay inside the lines. If I try to copy a U.K.- style bonus description into a U.S. piece, it falls through instantly — either because it’s not allowed or it just feels off. But in unregulated or loosely regulated markets, the tone shifts. I don’t have to tiptoe around words like “free spins” or “bonus cash.” I can lean into the mechanics with more confidence. Still, I keep a close eye on the sentiment — just because a market is grey doesn’t mean players want an aggressive copy. In fact, in places like Germany or parts of Scandinavia, even powerful bonuses can look suspicious if they’re not positioned carefully. Regulation impacts everything, from word choice to tone to where disclaimers go, shaping the way I write from the first draft. Final Thoughts The biggest misconception about localization is that it’s a layer you apply at the end. But real localization happens from the get-go. It’s in how you plan the article, how you prioritize information, and how you speak to readers who’ve seen this kind of content before. Players can spot the difference between content that was adapted and content that was written for them. I don’t approach localization like a chore. Rather, I treat it like an opportunity to be precise, relevant, and honest. The better the localization, the less you have to explain. And when the content feels natural (like it belongs in that exact spot), readers stay longer, convert better, and trust the brand behind it. I’ve seen that across every vertical: sports, casino, poker, bingo — the ones who localize well, win in the long term. Localization isn’t about sprinkling in buzzwords; it’s about building content around relevant topics for the readers. And often, those things aren’t obvious unless you’ve been watching the market closely or, better yet, talking to players directly. 25 GPWAtimes.org
By Connie Burstin Long gone are the days of relying on flashy bonuses. Affiliates now need to focus on real value, brand integrity, and user experience to win over regulated markets. Affiliates New Markets, Mindsets New for GPWAtimes.org 26 s we all know, affiliate marketing plays a vital role in the traffic growth of gambling brands. For years, experienced affiliate marketers have successfully promoted online casinos in open markets without strict limitations. However, with the rise of country-specific regulations, the landscape has changed significantly. Regulators have implemented strict guidelines to protect their citizens from fraud, gambling addiction, and financial distress, forcing affiliates to rethink their strategies. Transitioning from a non-regulated to a regulated market requires a deep understanding of compliance requirements and a shift in marketing tactics. Traditional approaches, such as heavily promoting bonuses and incentives, are no longer viable in many
Illustrations by VECTOR-16/Shutterstock 27 GPWAtimes.org jurisdictions. Instead, affiliates must focus on brand credibility, user experience, and responsible gambling to continue driving traffic effectively within the regulatory framework. Understand Marketing Guidelines Regulated markets come with a unique set of rules, and one of the most critical steps in adapting to them is understanding marketing guidelines. Whether you’re targeting markets in Europe, North America, or other parts of the world, each jurisdiction has its own set of compliance rules. For example, countries like the U.K., Spain, Sweden, and many states in the U.S. have specific guidelines that dictate what affiliates can and cannot promote. In these markets, affiliate marketers must adhere to rules surrounding advertising, bonuses, data protection, and responsible gambling. Ignoring these regulations can result in severe penalties, including fines or being blacklisted. Action Tip: Always ask your affiliate program manager for the most up-to-date marketing guidelines specific to the regulated market you’re targeting. Make sure you have a clear understanding of any limitations on promotions, such as bonus advertising or targeting vulnerable populations. Stay Compliant With RG Responsible gambling has become a cornerstone of regulated gambling markets. Affiliates need to ensure that they are promoting gambling in a way that prioritizes the well-being of players. Many regulators require affiliates to include responsible gambling messages on their sites, such as links to support organizations or tools for self-exclusion. In some markets, affiliates are required to include disclaimers about the risks of gambling, as well as information on how players can set limits on their deposits or take breaks from gambling. Action Tip: Make sure to include responsible gambling content on your website and ensure that it is easy for users to find. Consider adding direct links to responsible gambling support services and provide players with tools to monitor or limit their spending. Focus on Unique Features In regulated markets, affiliates can no longer rely on promotions like bonuses or free spins to attract players. This is a significant change, as these kinds of offers were often the centerpiece of marketing strategies in non-regulated markets. However, there are still plenty of other features of a casino brand that you can highlight.
NEW MARKETS, NEW MINDSETS FOR AFFILIATES One approach is to focus on the unique selling points of the brand. This could include the variety of games offered, the quality of customer support, the security measures in place, or the fairness and transparency of the casino’s operations. Action Tip: Create content that emphasizes the unique features of the brand without resorting to exaggerated claims. For instance, you could write blog posts or reviews that focus on the casino’s game selection, customer service, secure payment methods, or licensing credentials. Avoid making misleading promises or creating unrealistic expectations for the players. Consider a New Website In regulated markets, affiliates must ensure that they are fully compliant with local regulations, which can vary significantly across different jurisdictions. In some regulated markets, it may not be permissible to promote both regulated and non-regulated brands on the same website, even if they are accessible through separate links targeting other markets. For example, in certain countries, affiliates are required to create distinct websites or dedicated sections of their existing sites to promote only licensed and regulated brands. This separation helps ensure compliance by keeping content focused on the specific market’s licensed operators and avoids any potential conflicts with non-regulated brands. Action Tip: Creating a new website for a regulated market allows affiliates to tailor their content specifically to that market’s rules and requirements. This approach provides a clear and compliant platform for promoting regulated brands and offers more flexibility in marketing strategies. Affiliates can adjust their messaging, promotional tactics, and even the design of their site to align with the regulations of that market. Additionally, focusing solely on regulated brands in a dedicated space helps establish trust with users, demonstrating a commitment to following the rules and protecting players. Transparent and Ethical Marketing Compliance isn’t just about avoiding penalties—it’s about building trust. When you follow the rules, you show your audience that you are responsible and credible. This is especially important for online casinos, where trust plays a crucial role in user engagement and retention. Focus on the unique selling points of the brand. This could include the variety of games offered, the quality of customer support, the security measures in place, or the fairness and transparency of the casino’s operations. GPWAtimes.org 28
Originally from Peru and currently living in Canada, Connie Burstin started her iGaming industry career in 1997 when she was hired by a casino software company. She eventually went on to build one of the first casino affiliate programs in 1999, which led her to found The Affiliate Agency, specializing in the needs of operators to recruit and manage their affiliate programs. In addition, she provides comprehensive services to affiliates, including translations, localization, and SEO content creation. Her agency has become a benchmark in the field of affiliate marketing, offering customized and effective solutions to clients worldwide. Ethical marketing means being honest and transparent. Avoid misleading claims and ensure your promotions reflect the actual experience. Highlighting responsible gambling practices can also help in building a positive brand image. Action Tip: Focus on the factual aspects of the brand. For example, share real testimonials, highlight top games, and showcase the casino’s secure and fair play policies. Always ensure your claims are verifiable and avoid exaggeration. Create a Compliance Checklist Affiliates should create a compliance checklist to ensure that they are meeting the requirements of the regulated market. This checklist should be reviewed regularly to ensure all promotional efforts remain compliant with the latest regulations. Here are some common compliance points to include: Transparency: Disclose that your site is an affiliate site. Responsibility: Promote responsible gambling messages and provide links to support services. Factual Check: Ensure that all information on your site is factual and updated. Audience: Make sure that your content is targeting an adult audience. Legal: Stay updated with the local regulators and any changes to the laws in your target market. True Claims: Avoid making false promises or implying that players are guaranteed to win. Legitimacy: Only promote licensed operators in regulated markets to maintain compliance with legal requirements. Marketing Restrictions: Avoid misleading language, celebrity endorsements, or exaggerated claims about gambling success. Content Placement: Do not advertise gambling on sites primarily visited by minors or highrisk individuals. Balanced Advertising: Ensure promotions do not exploit vulnerable players or encourage excessive gambling behavior. Action Tip: Regularly review your content against this suggested checklist to make sure you’re meeting all the regulatory requirements in the markets you’re targeting. Focus on Customer Support In regulated markets, affiliates may no longer rely on the typical marketing tactics, like promotions, to attract players. However, another area where affiliates can shine is by emphasizing the quality of customer support that a regulated casino brand provides. In many regulated markets, casinos are required to offer robust customer support, including multiple communication channels like live chat, email, and phone support. Highlighting the quality and responsiveness of customer service can differentiate a casino from its competitors and help build trust with players. Action Tip: Create content around the brand’s customer support, such as response times, the availability of support in multiple languages, or 24/7 service. Demonstrating that players can get help quickly and efficiently can enhance the overall player experience. Embrace the Challenge Affiliate marketing in a regulated market presents both challenges and opportunities. While the restrictions on bonuses, promotions, and other marketing tactics may feel limiting, they also provide affiliates with a chance to refine their strategies and focus on what truly matters—providing value to players and maintaining compliance with the law. By understanding and adhering to local regulations, affiliates can continue to grow their businesses in a responsible and sustainable way. Focus on the unique features of the brands you’re promoting, such as their game offerings, customer service, and responsible gambling practices. Stay ethical and transparent in your marketing and always prioritize compliance. As the gambling industry continues to evolve, regulated markets will become more common, and affiliates who adapt to these changes will position themselves for longterm success. By following some of these strategies and focusing on the needs of both the players and the regulators, affiliates can continue to thrive in the ever-changing world of online gambling. 29 GPWAtimes.org
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