Emerging US sportsbook operator Let’sBet has partnered with NetRefer, the industry’s leading data-driven, AI-powered affiliate marketing platform, to support the launch and long-term growth of its affiliate programme.

Headquartered in Maryland, USA, Let’sBet is a dynamic new entrant to the regulated US betting market. Built with a player-first mindset, the operator delivers a seamless sports betting experience across all major US and international events – including the NBA, UFC, UEFA Euro Cup and Formula 1– via a mobile-optimised platform designed for both desktop and on-the-go bettors. The brand also offers extensive live and in-play betting options, keeping users engaged in real time.

New players are welcomed with a 100% deposit bonus, and frequent bettors can look forward to being handpicked for the Let’sBet VIP Club – a tiered programme offering access to personal account managers, dedicated promotions, express payouts, and exclusive VIP events such as race days and hospitality experiences.

Licensed by the Maryland State Lottery and Gaming Control Agency and operated jointly by Veterans Services Corporation and Bee-Fee Limited, Let’sBet is committed to delivering a secure, compliant, and intuitive betting environment. Its infrastructure is monitored 24/7 by a dedicated Information Security team, with robust measures in place to protect data and ensure safe, frictionless transactions.

Let’sBet also maintains a strong commitment to Responsible Gambling. Its platform is equipped with a comprehensive suite of player protection tools, including deposit, wager, loss, session, and single-bet limits; timeout periods; and voluntary self-exclusion through Maryland’s state-run programme. These tools are supported by a customer service team trained to guide users toward healthy betting behaviours.

Marcin Doszczeczko, Director of Sports Betting Operations at Let’sBet, commented: “Choosing NetRefer as our affiliate platform provider was a natural step in building Let’sBet into a standout name in the US sports betting market. Their technology gives us the clarity and scalability we need to launch a high-impact programme from day one. It brings together everything we need to grow a successful affiliate operation – clear reporting through ASR 1.0 API and smart, actionable insights from NetRefer CoPilot AI. Just as we’ve built Let’sBet around trust, service, and user experience, we see those same values reflected in NetRefer’s platform and team. We’re excited to grow this partnership together.”

Amanda Camenzuli, Manager of NetRefer’s Account Management team, added: “We’re thrilled to welcome Let’sBet to NetRefer. They’re an operator that blends innovation with a strong sense of player responsibility, they’re exactly the kind of forward-thinking company we’re proud to support. With a growing footprint in the US market, Let’sBet will benefit from our platform’s ability to deliver real-time insights, data clarity, and the flexibility needed to scale sustainably – while also strengthening NetRefer’s presence in this key region.”

This collaboration marks a significant step forward for both companies, combining the momentum of Let’sBet in the US market with NetRefer’s 20 years of experience in affiliate marketing technology. Together, they aim to build a programme defined by transparency, performance, and long-term growth.

Casino Guru is proud to announce that it has won the Safer Gambling Initiative of the Year at the iGB Affiliate Awards 2025, for a third consecutive year.

The distinction further highlights the company’s commitment to building a sustainable future for the gambling industry, not only through its dedication to providing players with the most complete, real-time-updated database of online casinos curated by trained experts, but also through its efforts to influence business standards and responsible practices across the sector.

As a leader in informed play, Casino Guru has dedicated a significant portion of its time and efforts to building a casino database that uses safer gambling as one of its core metrics for assessing a brand’s reliability, sustainability, and treatment of customers.

Casino Guru’s Head of Sustainable and Safer Gambling, Šimon Vincze, was excited to share his appreciation for the award: “As someone closely involved in responsible gambling and safer play at Casino Guru, I can say this award is a true testament to our work. We’ve worked tirelessly to leverage our market position to produce tangible outcomes in terms of awareness and impact of safer gambling practices, player complaints, and the availability of blocking software. We are a trailblazer in safer gambling among affiliates, but collaboration with other like-minded companies has enabled us to stay at the forefront.”

Casino Guru could not be prouder of this moment, which once again reinforces the company’s leadership in helping to set safer gambling standards industry-wide.

Daniela Sliva, Public Relations and Creative Projects Director, commented on the distinction: “Winning the Safer Gambling Initiative of the Year for a third consecutive time was an emotional moment and a well-deserved one. Casino Guru has worked tirelessly to establish itself as a leader in promoting sustainable and responsible play. We truly believe we are setting new standards for responsible gambling, not just within the affiliate space, but across the wider industry. Our company ethos places safer gambling at the heart of everything we do, from our Complaint Resolution Center to the Safety Index, and especially through initiatives like the Casino Guru Awards, which further reinforce this commitment.”

Among the achievements that Casino Guru has to be proud of are the Casino Guru Awards, which have established clear competitive guidelines for safer and responsible gambling and distinguish companies that adhere to the Casino Guru’s ethical guidelines and best practices.

Furthermore, Casino Guru established the Gamtegrity platform, which reunites all of the company’s safer gambling projects in one place.

Among Casino Guru’s notable achievements are the Casino Guru Academy, which offers upskilling programs with a focus on responsible gambling, the Global Self-Exclusion Standards Initiative, an active list of partners with some of the leaders in the responsible gambling space, including Mindway AI, and much more.

“An industry-wide commitment to responsible gambling is not only possible: it’s within reach. Casino Guru’s achievement at the iGB Affiliate Awards 2025 is yet another reason for us to double down on our efforts and work even harder to make this vision a reality,” Silva concluded.

Ethics is one of the most important issues in the world of online gambling affiliates. Many gamblers wonder if websites can be both credible and commercial. Who better to answer this question than an industry veteran, who has worked with well known operators and affiliate companies? He is also the founder of Mithrillium Media Ltd., which makes him uniquely qualified to answer our questions.

Mister Sebastian Jarosch is a unique voice in the industry. He has worked to push gambling affiliates towards a UX-focused model, steering away from the SEO-oriented approach that seems to have been the standard for years. For his effort, Mr. Jarosch has won several awards, including:

• EGR Awards for Best Affiliate Programme 2020
• Casinomester 2020 Awards Best Casino Group
• Askgamblers Awards Best Partner 2021

How do you define ethical ranking in the iGaming affiliate space, and where do most platforms fall short?

Ethical ranking means structuring your rankings based on relevant, objective, and player-focused criteria, such as licensing, payout speed, support quality, and bonus terms, rather than on commercial deals alone. Many platforms fall short by putting profit before player trust, often placing the highest-paying brands at the top regardless of their actual value.

Can affiliate sites truly be both profit-driven and objective in how they present casino rankings?

Building a sustainable business requires a long-term mindset. Profit and objectivity often go hand in hand. Affiliates can build trust and loyalty by focusing on reliable operators that provide real value to players. Credibility leads to returning visitors, which in turn generates sustainable revenue.

What internal processes or principles do you follow to ensure your rankings remain transparent and fair?

We use a scoring system that evaluates factors like licensing, RTP fairness, withdrawal limits, player complaints, localization, and support quality. Every casino goes through a structured review checklist, and we register accounts ourselves to verify the experience. Commercial relationships never override our core review criteria.

How do you handle partnerships with operators that want higher visibility but may not fully meet your review standards?

Visibility is tied to our review scores and player satisfaction. If an operator underperforms or doesn’t meet our standards, they won’t receive top positions, regardless of the deal. We frequently receive requests from operators wanting to purchase top positions with flat fees, but all our commissions are performance-based.

Do you disclose how rankings are determined, and do you think transparency in methodology should be an industry norm?

Yes, we outline our ranking factors and provide explanations for each top listing. We absolutely believe transparency should be standard in this industry, players deserve to know why a brand is recommended and how it compares to other operators. 

How do user reviews or feedback factor into your ranking algorithm, if at all?

Player feedback is a core part of our review process. We monitor complaints, payout delays, and general satisfaction. If a brand gets repeated negative feedback, their score is reviewed and the position can be downgraded.

What role do editorial independence and content-firewall structures play in maintaining integrity?

Editorial independence is critical to building credibility. All of our reviews follow the same procedures and are never influenced by commercial agreements. Operators may provide input on factual details like ownership or bonus amounts, but not on our opinions. Protecting the trust our writers build with readers requires a firm boundary between monetization and content.

Are there ethical gray areas that affiliates regularly encounter when balancing commercial pressure and content accuracy?

There’s always pressure to soften criticism or inflate ratings, especially from less reputable brands. It takes strong internal policies to navigate these challenges while staying true to user-first values. Sites like Casino-Groups operate without paid placements and rank casinos solely based on performance and trustworthiness.

Do players care whether rankings are monetized, or is trust more about perceived value and consistency?

Players know that affiliate sites generate income. What matters is consistency and value. If they consistently receive helpful, accurate insights and feel that the platform protects their interests, they’ll return, even if the rankings are monetized.

Looking ahead, what needs to happen for ethical ranking practices to become the baseline standard across the affiliate industry?

More affiliates need to understand that long-term value lies in trust, not manipulation. As players become more informed and regulators more involved, ethical ranking won’t just be a best practice, it will become a necessity. Building a strong reputation in the player community through honest reviews leads to satisfied visitors who keep coming back.