On May 13th, the Eastern European Gaming Summit (EEGS) hosted a dedicated affiliate webinar exploring one of the most pressing challenges in iGaming today: how affiliates can stay commercially effective while adopting an increasingly responsible role in player protection. The session, titled “Balancing Compliance and Conversion: The Affiliate’s Role in Responsible Gaming” featured Gjorgje Ristikj, Founder of Gamblers Connect and Co-Founder & CEO of RankRadar, as keynote speaker.

The conversation unfolded against a backdrop of intensifying regulatory oversight and market saturation, highlighting the transformation of the affiliate segment into an essential part of the iGaming ecosystem. As emphasized during the discussion, affiliates are no longer peripheral actors but full-fledged digital media businesses, operating with considerable investment in content, compliance, analytics, and brand credibility.

Ristikj pointed out that modern affiliates are increasingly absorbing roles traditionally associated with internal marketing teams, from advanced SEO operations and audience segmentation to responsible gaming communications and transparency standards. These shifts are not merely cosmetic. As the speaker noted, operators now rely on affiliates not only to acquire traffic but to reinforce brand integrity, especially in competitive or newly regulated markets.

One of the core themes discussed was the growing expectation for affiliates to support safe gaming environments, both through the content they produce and the brands they choose to promote. In a concrete example, Ristikj introduced a Responsible Gambling Scoring Index, developed by Gamblers Connect. The tool evaluates operators on the presence of key responsible gaming features and publicly displays a score to inform and empower players. This kind of initiative reflects a broader industry movement to embed responsible gaming principles at every stage of the user journey.

Another major focus was the mounting operational pressure faced by affiliates. While operators remain accustomed to revenue-share partnerships, Ristikj argued that fixed listing fees are becoming necessary to sustain professional affiliate operations. Investment in content, platform development, video production, and tracking infrastructure has significantly raised the cost of doing business, especially as privacy regulations and attribution challenges reduce the reliability of traditional performance models.

The webinar also touched on the emergence of video-driven affiliate strategies and personal branding as a differentiator in a crowded landscape. As new players, many backed by agencies or former operator teams, enter the market with aggressive strategies, trust and transparency are becoming the critical assets for sustainable success.

The session concluded with a clear message: affiliates who want to remain relevant must adapt to a new standard of accountability. That means embedding responsible gaming principles not only as a compliance checkbox but as a core part of the brand experience, something players, regulators, and operators will increasingly expect.

The EEGS Affiliate Webinar is part of a broader initiative by EEGS to provide actionable insights and elevate the strategic role of affiliates in the global iGaming industry.

For those who missed the live session, the on-demand video is now available. You can watch the full session here: https://youtu.be/MJeYZfPI6Rs?si=BVp0yA0Vcpu9FDJx

Organisers of July’s edition of iGB L!VE – the first to be held in London – have announced the launch of the AI focussed iGB Affiliate Manager Academy which will be held July 1 as part of London iGaming Week.

The training and mentorship program which is being curated in partnership with Affiverse, founded by veteran affiliate marketer Lee-Ann Johnstone –  and which guides businesses on how to launch, scale and grow successful affiliate programs, has been designed to help organisations of all sizes understand how to leverage new tactics and simple AI tools to recruit, retain and activate affiliates more effectively.

The Academy will offer a mix of practical learning, tactical assessments and personalised coaching providing affiliate managers with an invaluable opportunity to learn from industry leaders. Each unique session will include topical insights drawing on the dominant trends in the market.

Looking ahead to the Academy Lee-Ann Johnstone said: “I’m delighted that Clarion has invited Affiverse to develop a bespoke training academy specifically for iGaming Affiliate Managers.

“In an industry that’s constantly evolving, and which is powered by the early adoption of new technologies, businesses and  affiliate managers  have to keep learning in order to remain competitive. The only way we get to understand the affiliate space and all the complexities it entails is on the job – from others!

“It has always been important to me that those who have knowledge pay it forward and I’m really excited to be given the task of leading the curation of this unique event bringing the best of the best together in order to teach, train and coach affiliate managers as we move forward.

“The gap between AI-empowered affiliate managers and those relying solely on traditional methods is widening every month. The iGB Affiliate Manager Academy will provide the bridge to ensure businesses are on the right side of that divide.”

Reflecting on the importance and objectives of the iGB Affiliate Manager Academy, Global Portfolio Director Naomi Barton said: “Our live events are all about delivering real value to our international community of stakeholders. Lee-Ann and her team at Affiverse are spearheading the academy syllabus and content stream alongside IGB’s events production team to provide tailor made training and mentoring for new and existing affiliate managers as well as those who want to learn and scale their affiliate programs faster.

“The workshop will provide insider access to the exact AI-driven techniques that are assisting brands to deliver real results. Most significantly this isn’t just theory — instead it’s a hands-on expert-led roadmap focussing on immediately implementable tactics that will transform your program performance.”

SOFTSWISS, an international tech company with over 15 years of experience in iGaming, announces that Affilka by SOFTSWISS wins Affiliate Company of the Year at the International Gaming Awards 2025. The comprehensive software platform helps manage, track, and analyse affiliate performance in the most convenient way.

The event recognises leading industry experts, both online and land-based. This achievement came as a well-deserved gift for the platform’s 7th anniversary. The award reflects the platform’s dedication to optimising affiliate program management and elevating the operational efficiency of its clients. By helping operators optimise affiliate partnerships, Affilka by SOFTSWISS has established itself as a technology-driven leader in the iGaming realm.

Powering over 440 iGaming brands, the platform currently has more than 360,000 affiliate accounts and 85 million registered players. One of its most impactful updates is the Geo-Distributed Redirect feature. This innovation accelerates redirects up to five times, reduces bounce rates and increases conversions by up to 7%. By enabling players to access casino sites faster, the feature drives higher registrations and deposits.

Other notable platform functionalities include built-in payment processing, which helps streamline financial operations with trusted payment systems and bank transfers. The flexible commission constructor and near real-time reporting features enable operators to tailor their strategies according to constantly evolving business needs.

“We are honoured to receive recognition at such a prestigious level,” said Anastasia Borovaya, Head of Affilka by SOFTSWISS. “This award reflects our unwavering dedication to delivering the best affiliate management solutions in the industry. With over seven years of expertise, a highly professional team, and a passion for innovation, we’ve built a platform that ensures exceptional service and continuous product enhancements for our clients. We’re committed to maintaining this momentum and supporting the growth of our partners worldwide.”

Now, Affilka by SOFTSWISS is showcasing its latest features and achievements at iGB Affiliate in Barcelona. On 21–22 January, the team welcomes partners and clients at stand C10.