7 Proven Affiliate Negotiation Tactics Join GPWA Page 67 OCTOBER 2025 GPWAtimes.org Why Topical Authority Matters Algorithms vs. Affiliates Photo Recaps from London & Florida Done Right Deals
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 19 Years, With this 63rd edition, we proudly celebrate 19 years of publishing the GPWA Times Magazine. Alongside our forums, weekly newsletter, and engagement with members at industry conferences, the magazine has become a central way to share insights, spotlight trends, and strengthen connections across the GPWA community. Looking back, it’s remarkable to see how far we’ve come, and 2025 has been another fulfilling year of connection, conversation, and collaboration. Beyond delivering three more issues of the magazine, the highlight this year was meeting so many of you in person. From Barcelona to London to Lisbon, your energy and support continue to remind us why we do what we do. We are grateful for every handshake, every conversation, and every reader who makes this journey possible. And we look forward to seeing even more of you as we close out the calendar year by distributing this issue at G2E in Las Vegas (6–9 October) and at SiGMA Central Europe in its new home of Rome (3–6 November). Inside this issue, you’ll find a wide range of insights from industry leaders. Our cover story features Erica Anderson of Income Access, sharing “7 Steps for Affiliates to Negotiate Better Deals.” Adam Small of Third Planet Media emphasizes the power of focus and depth in building topical authority, while Rami Yermiya, founder of Dignotion, explores one of the year’s hottest topics — AI — with a thoughtful look at both its opportunities and risks for affiliates. We’re also pleased to showcase Q&As with GPWA member affiliates “CatalinAMG” and “dapbet,” along with an Affiliate Program Interview featuring Simon Westbury of 1xBet. Photo galleries capture highlights from iGB L!VE and SBC Americas, and, as always, the APCW Wall of Shame continues to shine a light on the less admirable side of our industry. As we wrap up the year, I want to thank you for making the GPWA — and the GPWA Times Magazine — part of your journey. Your support, feedback, and engagement over the years continue to inspire us and drive this community forward. Enjoy this issue — and here’s to finishing 2025 strong together. Sincerely, Michael Corfman P.S. A quick reminder: subscriptions to the GPWA Times Magazine are free. Don’t miss an issue — sign up today at GPWAtimes.org/subscribe/ One Community GPWAtimes.org 4
AI-Powered Affiliate Edge Artificial intelligence is reshaping performance marketing. Explore how affiliates can adapt, leverage AI tools, and maintain their value in an increasingly automated ecosystem. Departments 4 Letter from the Director • 8 By the Numbers • 10 Quotables • 12 GPWA Poll 14 From the Forums • 50 Affiliate Interview Series • 60 Sponsors 62 Affiliate Program Interview • 68 APCW Wall of Shame • 70 Event Calendar 40 22 TABLE OF CONTENTS 26 Master Your Niche In the crowded affiliate space, building topical authority and consistently delivering value can set your brand apart and keep it ranking for the long term. Deal or No Deal A guide to securing profitable affiliate partnerships with practical negotiation steps that extend far beyond commission rates. Photo Galleries: SBC Americas & iGB L!VE From London to Fort Lauderdale, we capture the record-breaking crowds, deal-making, and unforgettable moments from iGB L!VE London and SBC Summit Americas, held earlier this year. 18 30 GPWAtimes.org 6
BY THE NUMBERS 1.35 million The number of new gambling accounts that were created in Spain in 2023, a 55% decrease compared to 2020, the year a Royal Decree on advertising restrictions came into effect. €284.7 million The total online gambling revenue in Portugal for Q1 2025, the first revenue decline since early 2022. 246,960 The record number of total entries at the 2025 World Series of Poker. $817.6 million The total iGaming revenue for July 2025 in Michigan, New Jersey, Pennsylvania, Connecticut, West Virginia, Delaware, and Rhode Island, a 31% year-over-year increase. 6,397 The number of bets former Shrewsbury and Cheltenham striker Ryan Bowman placed before receiving a three-and-ahalf-year ban for breaching Football Association betting regulations. GPWAtimes.org 8
AU$2.5 million The maximum penalty influencers could receive from the Australian Communications and Media Authority for promoting illegal gambling. 46 The number of applications Italy’s gaming regulator approved for online gambling licenses, including bet365, William Hill, and LeoVegas. THB 11.5 billion The amount allegedly laundered by an illegal Malaysian online gambling operation in Bangkok. €2.08 billion The amount of online gambling wagers made in Lithuania for H1 2025, a 16.8% year-overyear increase. €500,000 The amount a player was repaid after the Swedish Supreme Court upheld a ruling that said Betsson subsidiary, BML Group, exploited a known gambling problem through aggressive marketing and bonus incentives. 9 GPWAtimes.org
QUOTABLES QUOTABLES “The measures we have taken to offer players more protection have made it more difficult for providers. This has led to a decline in the (betting service revenue) for the entire market. This also reduced the income from gambling tax. The Ksa has already indicated that this would be the effect.” —Netherlands Gaming Regulator Chairman Michel Groothuizen, in regards to the gambling tax increase in the country. “In our mind, it’s unregulated, untaxed iGaming. There’s no denying that. And when we look at the data specifically around the markets where sweepstakes have been banned, you see a significant uptick in terms of social casino. So from our vantage point, there’s just no denying it’s had an impact on the social casino markets where sweepstakes is active.” —Light & Wonder President and CEO Matthew Wilson after the company’s social gaming revenue dropped from $204 million (Q1 2025) to $200 million (Q2 2025). “It is the duty of the government and the parliament to take strict action against social evils, which keep erupting time and again.” —Federal IT Minister Ashwini Vaishnaw after the India parliament passed a new bill that would ban online games played with real money. “The pace of micro betting is designed to keep people gambling constantly, making one impulsive bet after another with little time to think . . . This bill is a commonsense step to slow that cycle down and protect individuals from the financial and emotional harms that can come with excessive betting.” —New Jersey Assemblyman Dan Hutchison after he introduced legislation that would ban micro betting in the state. GPWAtimes.org 10
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Have You Changed Your Sites for AI-First Search? We all know that AI is changing the way users interact with Google search results. And many of us incorporate the use of AI into the way we work. In a recent GPWA poll, we asked our members if they had made changes, or plan to make changes, on their sites to prepare for an AI-first search environment where chatbots and AI overviews are increasingly common. The poll yielded mixed results: 42% of respondents have already made some adjustments and intend to make more, while 33% are uncertain if they’ll make any changes. The complete results are listed below, along with a sampling of feedback we received regarding this issue. For more details, and to view all of the member comments, visit gpwa.org/489. 42%I have made some changes and plan to make more. 33%I’m not sure I will make any changes. 9%I have not made any changes yet, but plan to research what makes sense and make some changes in the near term. 8%I think I may make some changes, but don’t have any plans to spend time in the near term. 8%Other Comments from GPWA members Emiliana Rostowicz PRIVATE MEMBER I’ve already started making changes to my sites. At first, it was just minor technical adjustments, but now I’m testing new types of content focused on natural language queries. I’m observing how AI bots respond, and I’m already seeing some interesting results. ocreditor PRIVATE MEMBER I’ve made a few minor adjustments, but honestly, nothing groundbreaking has changed. At the end of the day, it’s really more of the same: if the content is strong and valuable, AI, just like traditional search engines, will recognize it and provide exposure. Quality content is still king! NoDepositCasinos PUBLIC MEMBER I’ve made some changes, but not solely to optimize for AI-first search. I try to keep my sites updated in terms of both content and technical aspects to stay relevant over time, and AI is one of the factors to consider when making those updates . . . Everything is changing so fast. I feel that reacting to every change might do more harm than good. GPWA MEMBER POLL GPWAtimes.org 12
Association of Players Casinos and Webmasters • APCW.org • Sales@APCW.org Embedded in over 250 affiliate portals! Posted in the GPWA Forum & Social Media! Distributed via GPWA & APCW Newsletters! Get your message directly to affiliates with interviews of your program at major industry events! AFFILIATE PROGRAM INTERVIEWS AFFILIATE PROGRAM INTERVEWS AFFILIATE PROGRAM INTERVIEWS Have your brand featured in our weekly videos via sponsorship and commercial advertisements! APCW WEEKLY VIDEOS APCW WEEKLY VIDEOS APCW WEEKLY VIDEOS Partner with the APCW and get your affiliate program in front of the industry's best webmasters!
With regulations tightening and player behavior shifting, the big question for some in the iGaming world is simple: Is the affiliate model still profitable? In a recent GPWA forum thread, new member “jesseblakefield” opened a discussion by asking whether affiliates are still finding success, or if the game has changed for better or worse. The replies showed just how many perspectives exist on the topic. Some argued that profitability depends on individual effort, strategy, and markets, while others pointed out that rising competition, compliance hurdles, and new technologies like AI are reshaping the business model itself. Others, however, questioned whether the margins are worth it anymore, especially when weighed against opportunity costs and alternative investments. The thread underscored a shared truth: the affiliate model may still be alive, but succeeding in today’s world requires different strategies and tactics than in years past. Excerpts of the thread are below, but to view the thread in its entirety, visit gpwa.org/490. 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 the Still Profitable? Affiliate Model FROM THE FORUMS 14 GPWAtimes.org
#5 Karri 3 June 2025, 11:38 am Public Member Like everyone has said, the affiliate model itself has been around for ages and will be around for ages to come. However, Google searches as we know them are going out the window. And it’s too early to say how the current model works in the coming AI search model, or if it will work at all. All the garbage keyword/SERP content might all of a sudden have no value whatsoever. “ Reply With Quote #1 jesseblakefield 26 May 2025, 4:09 am Brand New Member Hey all, With tighter regulations and changing player habits, do you think the affiliate model is still profitable in 2025? Would love to hear how things have changed for you — better, worse, or just different? “ Reply With Quote #2 Gavun 30 May 2025, 1:23 am Private Member Hi, The right question to ask is: “Is the affiliate model still a profitable strategy for you?” I’ve seen this question pop up every few years. In short, it depends on the time and effort you are putting in. “ Reply With Quote #3 Revenuelab 30 May 2025, 3:55 am Sponsor Affiliate Program Hey there! Yes, the affiliate model still remains profitable and we know a bunch of publishers that boosted their projects during this year. With the right strategy, GEOs, and offers, there’s strong potential for continued success. “ Reply With Quote #4 PaulEchere 31 May 2025, 2:56 am Private Member Hi there, Of course, things change over time, but as far as the whole concept of an “affiliate model” goes — there’s no reason for it to not be profitable. It might be more or less challenging to actually profit off of it but that’s individual to everyone who tries. Or is there something I’m missing here? “ Reply With Quote #6 Gavun 4 June 2025, 8:30 am Private Member I was just having a chat with one of my business partners about AI replacing the traditional SEO model as we know it today. My point in that discussion was that AI has to get information from somewhere. All the models we know today were trained on open-sources, for example coding on GitHub. So, AI companies will continue to aggregate information to train their models. In which case providing quality content will benefit your site, as the AI of today brings up the sources from which they took the info. Learn and adapt — the internet is a very fast-changing environment, that’s why you’ll have to adapt and change in order to gain profit from it. It was always the case and always will be. “ Reply With Quote Illustrations by Angel_AMX, VECTOzaVR, Whiskerz/Shutterstock GPWAtimes.org 15
FROM THE FORUMS #9 Sherlock 4 June 2025, 1:54 pm Public Member There is another interesting economic theory that says the only real money — economic profit — can be made on unmatured markets. Markets mature as entrepreneurs come in, profits drop, and the market becomes competitive and uninteresting. This market has somewhat matured. It is not interesting anymore and it is time to move on. “ Reply With Quote #7 Sherlock 4 June 2025, 10:15 am Public Member The affiliate business is not producing an economic profit anymore, especially for new affiliates. It is better to be a plumber (no irony). “ Reply With Quote #8 NoDepositCasinos 4 June 2025, 1:26 pm Public Member Is it still profitable? I think it is; otherwise, none of us would still be doing it. But the landscape has definitely changed. Fifteen to 20 years ago, it was easier to rank a site and earn profits that most of us would find acceptable. Now, it takes more time, there’s more competition, and whether the profits are acceptable is a personal decision. For example, what I consider acceptable living in Latin America isn’t the same as what someone in the U.S. might expect. Every market has its challenges, and it’s a personal choice whether the potential profit justifies them. “ Reply With Quote #10 Adam Axelsson 12 June 2025, 6:08 am Private Member Due to the nature of YMYL niches, very little AI implementations (so far) have impacted the search behavior of casino-related keywords. #11 Pokerface 29 June 2025, 12:37 pm Public Member The affiliate model indeed will be around for a long time. How that looks in the future may change, but affiliation has become an important factor to promote products and services. Almost everything you see promoted or reviewed these days has affiliation associated to it. It can be a much less expensive means for a company to promote their products rather than directly promoting themselves. “ Reply With Quote The online gambling niche seems less affected compared to others. Still, Google is favoring strong brands over the traditional “keyword approach.” But building a strong brand around a casino comparison website is still very much possible, and something I have been focusing on a lot. “ Reply With Quote Yes, the affiliate model still remains profitable and we know a bunch of publishers that boosted their projects during this year. With the right strategy, GEOs, and offers, there’s strong potential for continued success. 16 GPWAtimes.org
#13 eenzoo 30 June 2025, 9:56 am Private Member Is the affiliate model still profitable in 2025? Yes, why not?! One has a product and pays someone else money for a sale, lead, or subscription, and shares revenue with them. That’s it. How that person acquires those sales or leads is a different story. If Jesse was asking if revenue share can be a legit business model — yes, if calculated properly. But if Jesse was asking if it’s a good idea to start in 2025 generating gambling traffic to monetize via affiliate — that’s a different story. “ Reply With Quote #12 GCG 30 June 2025, 8:47 am Public Member Google is not what it used to be, all searches are now highly dependent on learning AI codes. Another thing is the big network of high authority type-in domains like casino.ca and their network of desirable keyword domains worth millions. “ Reply With Quote #14 Mattbar 30 June 2025, 12:00 pm Private Member Yeah, of course, you can earn money being an affiliate in 2025. You just can’t earn it in the same way you did in 2005 or 2015. Things have changed a lot. It is not a niche industry for small affiliates anymore but if you have the right traffic (or subscribers in social marketing) then you can still make money. “ Reply With Quote #15 OnlineProxy 1 July 2025, 5:59 am Brand New Member Of course affiliate marketing is still alive, just that it looks a lot different now. There are more rules, people are behaving differently, and tech is moving fast. With privacy laws getting stricter and third-party cookies disappearing, affiliates need to rely on their own data and find new ways to track things. SEO still matters, but social media and email are where the real traffic is now. End of Thread Fifteen to 20 years ago, it was easier to rank a site and earn profits that most of us would find acceptable. Now, it takes more time, there’s more competition . . . Every market has its challenges, and it’s a personal choice whether the potential profit justifies them. GPWAtimes.org 17
By Erica Anderson Better Deals Negotiate 7 Steps Affiliates tofor GPWAtimes.org 18
1 Understanding Your Value as an Affiliate Before entering negotiations as an iGaming affiliate, it’s essential to measure the unique value you contribute to the industry. Start by evaluating your traffic quality using conversion rates, average player value, and retention metrics. Showcase your distinguishing assets, such as localized audiences in niche sectors or strong SEO rankings that attract high-intent visitors. Use analytics tools and performance reports to quantify your impact. With clear, evidence-based insights, you can confidently prove your value to operators and negotiate more advantageous affiliate deals. 2 Researching the Operator Before Negotiating Successful negotiations start well before any proposal, with diligent research into each operator. Examine their terms and historical metrics to grasp payout structures and average affiliate returns. Benchmark similar programs in your market to determine realistic commission ranges, and scrutinize an operator’s reputation, payment history, and market stance. Ensure you understand local regulations, so your proposal complies with legal standards. This preparation equips you to negotiate with confidence and precision. 3 Timing and Relationship-Building Timing is as pivotal as the terms you secure. Forging strong relationships with affiliate managers is vital, as open dialogue and mutual respect underpin enduring partnerships. Face-to-face meetings at industry events, such as iGB Affiliate, SBC or SiGMA, present opportunities to deepen connections, resolve issues promptly, and finalize deals on the spot. Initiating discussions after demonstrating strong results is essential, as operators respond best to proven performers. Machado agrees that relationships are a massive piece of the puzzle, saying “at Clever, we’ve learned that the most effective negotiations start with shared performance goals and full transparency on both sides, with things like media sources, creative behavior and marketing-channels strategy.” To maximize your negotiation outcomes, prioritize building strong relationships and carefully choose your timing, both of which are key factors in securing favorable deals. Securing iGaming affiliate deals goes beyond commissions. It’s about proving your value, building relationships, and knowing when to push back. These seven steps will help you secure smarter, more profitable partnerships. egotiating affiliate deals in iGaming demands more than a simple proposal; it requires strategic planning, rigorous research, and relationship-building. In this article, we’ll demonstrate how to identify your strengths, research operators, leverage timing and data, spot pitfalls, and negotiate beyond commissions to secure partnerships that accelerate growth and maximize profits. To learn more about this vital topic for iGaming affiliates, we spoke with Andre Machado, Chief Commercial Officer at Clever Advertising to gain added insights. 19 GPWAtimes.org
4 Using Data as a Negotiation Tool When it’s time to negotiate, data becomes your strongest asset. Highlight pivotal KPIs, such as first-time deposits, player retention, and ROI, to demonstrate tangible results. Strengthen your case with brief success stories that demonstrate how your work directly generated revenue for previous operators. Enhance negotiations with traffic forecasts based on historic trends, showcasing the incremental value you deliver. Machado echoed this, saying “negotiating strong affiliate deals today is about more than just revenue share – it’s about building agile, data-driven partnerships that scale.” Combining past performance with estimates makes a compelling case for improved commission structures based on your results and growth potential. 5 Red Flags and Clauses to Avoid Before committing to any agreement, it’s crucial to spot problematic terms that can erode your earnings and flexibility. Watch for clauses that shift risk or inflate costs without a clear benefit: • Negative carryover: prevents future earnings if you miss targets in a given period. • High admin fees: excessive charges for basic services can eat into your commissions. • Predatory clauses: unilateral rate changes or automatic terminations without notice. • Unreasonable quotas: minimum activity or traffic thresholds that are impossible to meet. • Opaque reporting: limited visibility into performance data or delayed payouts. Addressing potential pitfalls early helps protect your interests, maintain trust, and ensure long-term profitability in any partnership. 6 Collaborations Beyond Commission Partnerships extend beyond revenue, as innovative collaborations unlock extra value and distinguish you from competitors: • Custom creatives: request tailored banners, landing pages, or interactive widgets. • Exclusive bonuses: negotiate special offers or free spins for your audience. • Co-branded campaigns: align your brand with the operator’s for joint promotions. 7 STEPS FOR AFFILIATES TO NEGOTIATE BETTER DEALS Forging strong relationships with affiliate managers is vital, as open dialogue and mutual respect underpin enduring partnerships. Face-to-face meetings at industry events present opportunities to deepen connections, resolve issues promptly, and finalize deals on the spot. GPWAtimes.org 20
• C in o g n : tent market- propose guest posts, blog features, or email spotlights. • Spoucsihaelsm: edia coordinate shared posts, live streams, or influencer takeovers. • Epearrklysa: ccess secure previews of new game launches or product features. These enhancements boost audience engagement and solidify enduring partnerships outside standard commission models. 7 Final Negotiation Tips & Mindset When closing deals, remember the opening offer is just the baseline. Be prepared to walk away if the terms don’t meet your criteria, as this resolve can draw operators back to the negotiating table. Pursue win-win outcomes by framing your requests as mutual gains and long-term growth. Insist on adaptable contracts that evolve with your progress and schedule regular reviews to keep the partnership aligned with your expanding contribution. This is vital in Machado’s eyes, as he states that “one tactic that’s worked well for us is offering dynamic deal structures that evolve based on results, rather than fixed terms from day one. It builds trust early on and ensures both sides stay aligned as the partnership grows.”Looking Ahead Securing elite affiliate deals depends on recognizing your value, researching operators, and nurturing relationships at optimal moments. Utilize data to substantiate rates, flag potentially harmful clauses, foster creative partnerships, and maintain a strategic mindset. Through diligent preparation, transparency, and adaptability, you’ll form alliances that foster ongoing growth and earnings! Erica Anderson is VP Marketing & Product, Income Access at Paysafe. Her role includes a focus on developing the marketing and product strategy for the Income Access brand. With over a decade’s industry experience, Erica also oversees Income Access’ in-house affiliate management team, product team and its suite of digital marketing services. When it’s time to negotiate, data becomes your strongest asset . . . Combining past performance with estimates makes a compelling case for improved commission structures based on your results and growth potential. 21 GPWAtimes.org
Illustration by Shutterstock AI/Shutterstock GPWAtimes.org 22
I and machine learning are radically reshaping performance marketing for iGaming affiliates and operators worldwide. Advanced artificial intelligence engines now regularly crawl and ingest huge data sets to reveal trends that human analysts would miss or be unable to identify at scale. Modern AI tools are now tightly integrated with major ad platforms, constantly learning from real-time performance. When a deposit follows a click, they allocate more budget to that channel or creative. When conversions decline, they pull back the spend before more money is wasted on that segment. What this means for iGaming overall is that direct response marketing is more technical than ever for affiliates. It requires a meticulous juggling between accurate tracking methodologies, using server-to-server tagging where possible, and remaining compliant with the latest privacy protection rules and regulations such as the strict IAB TCF framework. Very soon, this may become a necessity to operate marketing accounts in certain markets. This evolution in digital marketing space affects affiliates not only where they advertise, but also with their partners. Operators can now use more advanced analytics and automation tools. These bring improvements in predictive modeling and personalization, automated bidding and campaign optimization, dynamic creative and engagement, round-the-clock player support, fraud detection, and compliance. f Wo r hi Ga taDmo iens gTAhfifsi lMi aet ea sn? This poses both an opportunity and a threat to affiliates. On the one hand, a more efficient operator equals more conversions and higher lifetime value for affiliates to benefit from. On the other hand, these advancements put significant pressure back on the affiliates to reinvent themselves once again to prove real incremental value and effectively complement the increasingly more efficient in-house operator marketing teams. Affiliates vs. Why the rise of AI in performance marketing is both a serious threat and a golden opportunity for iGaming affiliates Algorithms By Rami Yermiya 23 GPWAtimes.org
Performance campaigns are increasingly run by algorithms, now fueled with advanced AI models. These campaigns’ reinforcement-learning models monitor live conversion signals (engagement, registrations, deposits) and automatically adjust bids and targeting in real time. This algorithmic bidding accounts for geography, device and timing. In search engine marketing, for example, a keyword that works in one region or at one time of day is valued differently from another. Dynamic ad placement engines analyze user data and performance metrics to pick the best channels and moments for each promotional message. The result is campaign automation that is far more efficient and precise. Affiliates can take advantage of this granular optimization ability to launch dozens of micro-campaigns in parallel, each optimized by AI, with little manual fine-tuning. AI-powered A/B testing also speeds up optimization. Rather than manually running split tests, machine learning can evaluate a high volume of variations of ads and landing pages on the fly and promote the best performers. It’s important to note that machine learning doesn’t just augment bidding; it can also tweak creatives constantly. Modern ad systems use dynamic creative optimization to swap headlines, images or calls-toaction based on real-time performance within each micro-segment. For instance, one visitor might see a football-themed ad while another gets a horse racing visual, with algorithms testing and evolving the combinations continuously. Meanwhile, changes in search technology, voice and visual search, and Google’s rollout of “AI Mode” search are making affiliate content more accessible. This presents a natural fear among affiliates of losing credit for the conversions resulting from their hard work, creating a lot of uncertainty. This feeds into a wider discussion about how to deal with AI crawlers. For example, Cloudflare recently launched a specific feature to block certain or all AI crawlers from reaching sites under their protection. At the end of the day, affiliates will have to adapt as they always have, adjust their business and partnership models, and eventually build more transparent relationships with counterparts to keep partnerships viable. Smarter, Safer Partnerships Fraud monitoring is a vital use of machine learning in iGaming. AI models constantly scan for abnormal patterns like impossible geo-hops, repeated device fingerprints, click farms, and quarantine suspicious traffic before it drains budgets. Affiliates and operators benefit because clean traffic is rewarded automatically, while dubious leads are held for review. This is bad news for affiliates employing shady tactics and good news for honest affiliates who may have lost conversion crediting due to fraud. AFFILIATES VS. ALGORITHMS At the end of the day, affiliates will have to adapt as they always have, adjust their business and partnership models, and eventually build more transparent relationships with counterparts to keep partnerships viable. GPWAtimes.org 24
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. Similarly, we could see machine learning-driven compliance tools auditing every creative and affiliate action against regulatory rules. Then, if a new promotional image violates a local advertising code or a bonus offer breaches local law, the AI could instantly block it. These safeguards will be critical in strict hubs where advertising rules and data privacy are tight. By embedding compliance guardrails into campaign software, platforms reduce legal risks and protect reputation. This should encourage hardworking affiliates to keep producing quality work without competing on an uneven playing field. Machine learning is also transforming how operators manage affiliate networks. Advanced analytics can identify high-performing affiliates at scale (by tracking conversions and player lifetime value) and can even predict which partners will grow next. This potentially lets operators reward top affiliates sooner and weed out underperforming or fraudulent partners. Data-driven recruitment goes deeper: AI can also sift through potential partners’ audience data and traffic quality to find “lookalike” affiliates who match an operator’s target audience. In emerging markets, for example, AI can analyze local content and user demographics to suggest local affiliates who resonate with those players. The result is smarter partner networks where affiliates focus on quality traffic and operators attract the right promoters. Key Takeaways All of these AI-driven techniques are already being adopted worldwide. Where legacy tools control a segment, new ventures are building next-generation solutions with AI at their core. Looking ahead, the competitive edge will come from adopting the right tools as early as possible and using them effectively. As always, operators and affiliates who stay at the forefront of technology will be able to optimize their spend, deliver highly relevant experiences, and move faster than their competitors. The mandate is clear: adapt or be left behind. With new AI models launching constantly, AI/ML are no longer buzzwords. They’re core to modern iGaming marketing. From real-time bid adjustments and creative optimization to player prediction and fraud prevention, these technologies help affiliates and operators work smarter. The result is more efficient campaigns, engaged players, and new growth opportunities globally. Affiliates who want to survive must invest in AI-savvy talent and update their platforms by fostering inhouse AI skills and experimenting with emerging tools to stay ahead. Affiliates and operators benefit because clean traffic is rewarded automatically, while dubious leads are held for review. This is bad news for affiliates employing shady tactics and good news for honest affiliates who may have lost conversion crediting due to fraud. 25 GPWAtimes.org
To rank, resonate, and last as an affiliate, you don’t have to write about everything. Focus instead on covering your chosen topic so thoroughly that no one else can match it. By Adam Small YSo tuary Li na n e Illustrations by Paper Trident/Shutterstock GPWAtimes.org 26
’m an affiliate. But the companies I’ve built over the last 20 years have always gone well beyond affiliate marketing. We’ve built communities, created the gold standard for online poker player rankings, published sharp-edged journalism that I’m extremely proud of, and plenty more. But the vast majority of the dollars I’ve earned over that time – the money that pays for my house, my kids’ school, and everything in between – has been earned as an affiliate. And that makes me an affiliate by trade. Something else that all my past and current businesses have in common is that every one of them was built around a single, broad topic and has been disciplined enough to stay on that topic the majority of the time. This is no accident. The affiliate business is, and has been, highly search-centric. And in order to rank well in search – whether it’s search engines, large language models or just the way people search within their own minds for information – your brand needs to stand for something specific. And you won’t pull that off by writing about everything under the sun, certainly not if you’re in the business of publishing content. That’s what this article is about – running a content publishing business, and building topical authority. Maybe this sounds like a novice concept, and maybe it is one. Of course, if you run a site about poker, you should mainly write about poker. If you’re running a site called Casino Reports, it should mainly report on casinos. This is simple enough. But that’s where the simplicity ends, because if you want to publish a topical website over a long period of time – long enough to be ranking for competitive search terms and generating positive revenue for your business – you’ve got to think of a LOT of things to write about, all the while building, maintaining and growing your audience. In other words, it’s not enough to simply publish. You can publish all day long and never become relevant in search. You have to publish stuff people actually want to read. People have limited time and limited attention spans, especially in the mobile era we are all completely inundated with content. Producing something worthy of an audience — something people actively choose over all the other options competing for their attention — is difficult. Everything Around (Not Under) The Sun A publishing business has to be entertaining and useful to its audience, and it must consistently provide value. If every article is about the same thing, your audience will burn out fast, and so will you. It also needs to be thorough. If you want humans and search engines alike to look at your site as an authority on a topic, you must cover it from as many angles as possible. This is hard enough as it is, but consider this: most people don’t even know what all those angles are. The affiliate business is, and has been, highly searchcentric. And in order to rank well in search – whether it’s search engines, large language models or just the way people search within their own minds for information – your brand needs to stand for something specific. 27 GPWAtimes.org
Before launching a site, particularly one that revolves around content, every publisher should spend some time building out a model of their central topic and its associated subtopics. Once the picture is clearer – particularly once the publisher has identified a handful of the very most important lanes they want to be in – that’s when content planning can really commence. You’ll want a plan that covers each key subtopic in depth, with flexibility to identify more subtopics along the way and add new areas of coverage on the fly. Each subtopic will likely have a list of its own subtopics, and all of this should be understood by the publisher before attempting to build a team. Hire Into Your Plan So now we’ve talked about the imperative to cover a broad topic thoroughly and doing it in a way that entertains, informs, and provides consistent value for years to come. But if the topic is actually broad, you will likely need to get more people involved. A lot depends on how you go about that task. My suggestion is pretty simple. Build the content plan first, then build the team. It sounds simple, but so many organizations go about it an entirely different way. They hire all the best people they can think of at a general task (for example, sports journalism), without regard to the specific needs they have that a new hire is intended to fill. I don’t think those same organizations would do this if they were hiring, for example, web developers. But especially in the affiliate space, where the founders usually are not from a journalistic background, writers often are treated as a pool, rather than as covering specific areas. When we put together our team for InGame.com, we knew there were a variety of subtopics we wanted to be reporting on in depth, all orbiting around the broader topic of the sports betting business. We hired our team specifically with the intention of having a person who could be an expert in each of the most important of those subtopics. We had room to hire four or five full time reporters to start, and we went about that process methodically, thinking more about what specific needs each person would fill than about simply finding five reporters we liked. The result of this process was a well-rounded team, prepared to thoroughly cover the wide variety of topics we need to cover to accomplish our vision for the website. Changing It Up So far we’ve mainly focused on the typical flow of coverage the publisher will provide, and the team needed in order to properly provide it. But a publisher needs more than that, and the audience craves more. As experienced publishers now, my team and I are constantly on the lookout for new columnists and guest writers who can add spice to our offering and touch on topics our full time staff may not understand quite as well. These people could be freelance journalists or contributors from other publications, but often they come from different professions and write on the side. Sometimes when writing about sports betting regulation, it’s nice to have an actual regulator write a guest column. Sometimes you want to hear what a regular customer thinks about the regulations. Maybe you want to hear from a peripheral business how a certain regulation affects what they’re able to offer. A publishing business has to be entertaining and useful to its audience, and it must consistently provide value. If every article is about the same thing, your audience will burn out fast, and so will you. STAY IN YOUR LANE GPWAtimes.org 28
Adam Small is a 20-year veteran of the gaming industry, with a primary focus on affiliate businesses. He is the co-founder of Third Planet Media, which operates the websites CasinoReports.com, InGame.com, LotteryGeeks.com, and Props.com. In 2005, Adam co-founded PocketFives.com, a highly successful poker community and rankings website. After a decade in poker, he shifted his focus to online casinos and sports betting, launching NJ Online Gambling. This venture expanded to include sites like USBets.com, which was later sold to Better Collective in 2019. A well-known figure in the industry, Adam is also a regular speaker at gaming conferences. Looking at the possibilities, my answer is often “yes please, all of it.” The voices still need to be authorities on the topics they cover, but bringing in new people who are especially authoritative in a narrow niche can add amazing value to your publication. We do as much of it as possible. It helps add variety while keeping the core staff and coverage topics intact. Referenceable Content Any publisher is familiar with the term “evergreen content,” but sometimes that can mean more than one thing. For affiliates, it usually has something to do with money. Evergreen content is created to attract regular visitors who intend to convert in the way that produces revenue for the affiliate business. But we look at it differently, especially with regard to building topical authority. Yes, of course, there should be pages that are monetizable. But more importantly, the site needs pages that are referenceable. One of our biggest goals as a publisher is to have as much content as possible that is considered the primary source on a specific topic. When your content is regularly referenced by other media and users, whether on social media, other websites, or through word of mouth, it’s a clear sign that you are building authority and trust. There are volumes of content online devoted to teaching web publishers how to build links. But it’s actually really simple! If you create something other people are willing to reference and get your content in front of those people, the links will come. RanedfeBrernancedable People And along those lines, it’s absolutely necessary to pay constant attention to the way your brand is perceived. Your publication may produce content that’s worthy of being referenced, but if the names listed in the bylines are less credible than the content itself, it will all be for nothing. Many of the already limited chances you have to get picked up will fall by the wayside if the producers aren’t considered authoritative on the topics they’re writing about. This concept is even more important when it comes to the brand of the publication. Nobody scores a perfect 100 when it comes to getting everything right all the time, even the top newspapers and magazines in the world. Encyclopedias can be wrong from time to time. But it’s one thing to make mistakes; it’s a far different thing to have a reputation as an unserious or unthorough publication. When it comes to topical authority, your reputation is everything, and it’s also a fragile thing. Treat your brand with great care, and only publish content worthy of the brand – both the brand it is today and the brand you want it to become 29 GPWAtimes.org
iGB L!VE GPWAtimes.org 30
London rolled out the red carpet for iGB L!VE 2025, marking the conference’s debut on U.K. soil. For two days in July, ExCeL, a familiar venue for the industry following its long run as host of ICE and iGB Affiliate, buzzed with conversation, deal-making, and reunions. By the time the doors closed, iGB L!VE had set new records yet again: 20,227 visitors representing 149 nations. It was the strongest signal yet that the move from Amsterdam was the beginning of a new chapter for the industry’s most international gathering. “iGB L!VE 2025 was an unforgettable experience setting new records in its new London location,” said Jody Frost, Clarion’s Head of Marketing. “The U.K. capital is the birthplace of iGaming and the relocation to ExCeL London was undertaken to enable the show to continue to grow and in the process create a sustainable tier-one event which consistently meets the needs of the global iGaming ecosystem that it serves.” From packed exhibition halls to late-night networking events, London proved to be a natural home for iGB L!VE. And with preparations already underway for the 2026 edition, Frost added that Clarion will continue working to keep raising the bar for exhibitors and attendees alike. As the photos in the following pages show, London’s first iGB L!VE wasn’t just about record numbers — it was about energy, connection, and setting the stage for the future. E 2025 Photos courtesy of Clarion Gaming 31 GPWAtimes.org
iGB L!VE 2025 Welcome Drinks 32 GPWAtimes.org
Waterfront and Oasis GPWAtimes.org 33
erminrajic iGB L!VE 2025 34 GPWAtimes.org
From the Exhibition Floor GPWAtimes.org 35
iGB L!VE 2025 Unwind Session 38 GPWAtimes.org
barcelona.igbaffiliate.com | #iGBA26 REGISTER YOUR INTEREST CONNECT INNOVATE CELEBRATE
SBC Sum Fort Lauderdale came alive from 13-15 May as the betting and gaming industry gathered for the debut of SBC Summit Americas. Thousands of professionals from across North, Central, and South America gathered at the Broward County Convention Center for an event that combined the best of SBC Summit North America and SBC Summit Latinoamérica. Over 10,000 attendees explored hundreds of exhibitors on the show floor, including dedicated zones for the Affiliate Leaders Summit and Payment Expert Summit, while the conference program delivered more than 250 industry experts across five themed rooms covering leadership, compliance, payments, responsible gaming, and market trends across the Americas. “This edition was a proud moment for our team and a clear signal that the industry is ready for deeper, cross-regional collaboration,” said SBC Founder and CEO Rasmus Sojmark. “SBC Summit Americas was designed to connect worlds through gaming, and seeing it come together in Fort Lauderdale exceeded all expectations.” Beyond the conference halls, the event delivered other memorable moments: the SBC Leaders Summit for over 300 C-level executives, the SBC Hall of Fame ceremony honoring industry icons, the SBC First Pitch Americas startup competition won by Wager Games, and the debut of the INFINITY Florida closing party headlined by Grammy-nominated DJ Steve Aoki, who brought his signature energy to a jam-packed and frenzied DAER Nightclub at the Hard Rock Hotel & Casino. As the summit prepares to return to Fort Lauderdale from 8–10 June 2026, the photos on the following pages capture the energy, connections, and unforgettable moments that defined SBC Summit Americas 2025. Americ Barcelona photo by Sean Pavone/Shutterstock GPWAtimes.org 40
ummit cas 2025 41 GPWAtimes.org
erminrajic Opening Party at The Wharf SBC SUMMIT AMERICAS 2025 42 GPWAtimes.org
SBC Leaders GPWAtimes.org 43
SBC SUMMIT AMERICAS 2025 44 GPWAtimes.org
From the Exhibition Floor GPWAtimes.org 45
erminrajic 46 GPWAtimes.org SBC SUMMIT AMERICAS 2025
Closing Party at Hard Rock Casino GPWAtimes.org 47
48 GPWAtimes.org SBC Americas Awards SBC SUMMIT AMERICAS 2025
RIO 3–5 March 2026 Riocentro Rio de Janeiro FLORIDA 9–11 June 2026 Broward County Convention Center Fort Lauderdale, Florida MALTA 28–30 April 2026 InterContinental Malta TORONTO 19–21 May 2026 Metro Toronto Convention Centre Toronto LISBON 16–18 September 2026 Feira Internacional de Lisboa Lisbon TBILISI October 2026 Sheraton Grand Tbilisi Metechi Palace Tbilisi SBC’s GLOBAL EVENTS 2026 For more information please visit sbcevents.com or scan the QR code 400+ EXHIBITORS 250 SPEAKERS 15.000+ ATTENDEES 75 EXHIBITORS 250 SPEAKERS 5.500 ATTENDEES 75+ EXHIBITORS 150 SPEAKERS 3.000+ ATTENDEES 400+ EXHIBITORS 400 SPEAKERS 10.000 ATTENDEES 700 EXHIBITORS 550+ SPEAKERS 30.000 ATTENDEES 40 EXHIBITORS 50 SPEAKERS 2.000 ATTENDEES
For this issue’s Affiliate Interview Series, we sit down with two webmasters who have built lasting careers in a constantly evolving industry. David Archer (“dapbet”) has been involved in gambling since the 1980s, moving from betting shops to affiliate sites like WhichBookie and SpinWizard, while Ca˘ta˘lin Grigoruta˘ (“CatalinAMG”) has developed a strong portfolio of Romanian websites by pairing smart content strategy with persistence. Both stress the importance of compliance, adaptability, and patience, offering valuable lessons for affiliates looking to succeed in today’s competitive market. GPWA AFFILIATE INTERVIEW SERIES Please tell us a bit about your background and life in Romania. After living for almost a decade in Ireland, I returned to Romania along with my spouse and my daughter, who was born in Dublin. I was born and raised in Bucharest, a city that went through massive changes, especially after the civil war against the communist regime that ignited in the very year I was born. My early years had a classic mix of summer vacations in the countryside, visiting the grandparents/relatives, combined with hometown urban activities like playing football and hanging out with dozens of friends from the neighborhood. From a millennial’s perspective, I’d call it a classic Eastern European childhood. Given your progression from freelance and sales roles to specialized content and product management in iGaming, including over two years at Evolution, what key experiences or “lightbulb moments” led you to this industry? In my freelance years, I learned that having the comfort to manage my own time was priceless. However, it took me a while to learn how to adapt the scheduling while trying to deliver under pressure, and adapt quickly to last-minute changes. The sales experience added another layer to my career path; it meant understanding what motivates people and how to communicate value while trying to close a deal. My passion for iGaming started long before I joined Evolution, and that’s because I had a knack for playing around, creating websites, and trying to monetize them through my writing. I was silly enough to dream of becoming rich through ad revenue while fooling around posting about random stuff, but that did not happen. However, the idea of having an income through ad revenue got me deeper in the trenches of the online casinos, which were already growing rapidly in popularity, and the affiliate marketing sounded just about right for my style. Not to mention that my hometown was quite packed with physical locations where slot From freelancing and sales to leading a content team, “CatalinAMG’s” career as an the iGaming affiliate proves the value of patience and persistence the Long Game Lessons From Ca˘ta˘lin Grigoruta˘ - CatalinAMG Intro image by VECTOzaVR/Shutterstock GPWAtimes.org 50
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