Conferences
How to Keep Online Casinos Users Interested: Advice from Christina Thakor-Rankin
According to the Conversion portal, the gambling market increased by €4.3 billion in 2018, and its volume would grow by €3.9 billion in 2019. It means that the industry competition will become even higher. Therefore, it is quite important for online casino owners not only to attract new gambler, but also to retain the current ones. Well, what methods are the most efficient in this regard?
Tools for Retaining Online Casino Clients
The high-return gambling industry allures new companies interested in the expansion of their audience to the market. To attract and retain customers, online casino owners develop comprehensive marketing strategies allowing to fulfill players’ demands. One widens a range of casino offers, provides maximum transparency of transactions and access security, as well as adds new ways of withdrawals and major loyalty programs.
There are several efficient and, most significantly, legal tools that help to engage clients and encourage them to return to the resource again and again.
Christina Thakor-Rankin, a Leading Gaming Advisor at 1710 Gaming Ltd. and expert in betting, gaming, and gambling industries with 25 years of experience, has shared her opinion of how gambling online resources can retain steady clients.
Christina Thakor-Rankin will become a speaker at the Prague iGaming Affiliate Conference – event about affiliate marketing in online gambling by the company Smile-Expo, which will take place in the Czech Republic on April 18. The conference will gather top marketers, gambling sphere experts, affiite programs representatives and online casinos operators.
Special Offers, bonuses and loyalty programs
Appealing special offers include non-deposit games, registration bonuses, and cashback in case of losing. Such prizes and bonuses should be optimized for both new clients and regular visitors. Also, it is important to remember about loyalty programs with well-defined rules.
Christina Thakor-Rankin believes that exclusive customer specific deals and offers, and loyalty programs that offer a proper reward are the most efficient tools to retain online casino customers.
“We now live in a world where customers are always looking for the next thing. Being aware of this means we can stay a step ahead by making sure that we keep developing what we do.”
The reason for exclusive customer specific deals and offers is simply to mirror what customers get from other digital service and product providers, believes Christina. According to the expert, it refers to recommendations based upon historic activity, and it works for casinos and gambling sites.
Loyalty programs which really do reward regular customers with something meaningful are also important. Christina explains that it could be points which can be converted to cash or rewards in the form of gifts.
“For example, one of the casinos I use sends a small box of chocolates or a voucher on St Valentines’ Day or my birthday. Another one rewards regular logins with random free cash, spins or gift drops.”
However, expert shares that she probably wouldn’t advocate traditional deposit bonuses, as regulators are starting to take action on this and it’s a little bit boring.
Constant Product Expansion
The more diverse and high-quality games the platform provides, the more players the resource will get.
The specialist is sure that the first thing to attract players is always product, as if a product is no good, clients won’t stay.
“As an industry we’ve struggled with the next generation of players (the Millennials), and logic says that if we miss them, we will probably miss the next generation as well unless we start doing something about it now.”
Christina says that the problem seems to be that the new generation which has grown up in a fully interactive world does not seem to be so interested in a two-dimensional casino game. So, there has been some experimentation with VR and skill-based gambling to look at how we bridge the gap, but it should still be better developed.
“Until we get there, I think that more successful casinos will provide as much as possible to offer something for everyone and tailor products accordingly.”
Here the expert explains that some types of slots work better in different parts of the world, for example, fairy tale games work well in Europe but mean nothing to customers in emerging markets. At the same time, virtual sports are taking off in West Africa, but connectivity and cost of data mean it hasn’t gone online yet.
Push Notifications, Spam and Black SEO
Push notifications, special emails for registered clients, can inspire players for action and offer to place a bet.
Here, Christina believes that spam and black SEO are not as efficient as they used to be. She explains that customers are now far more aware of the tactics used by digital companies to push themselves up the rankings or get their products and services in front of them.
“It is not important if it is white hat or black hat, and improved spam filters help to ensure that even legitimate emails end up being blocked.”
The specialist says, it is only a matter of time before regulators step in, further reducing the effectiveness of traditional affiliate tactics.
“We also need to be aware that traditional SEO is now slowly but surely being superseded by voice – what used to be Google is fast becoming Alexa or Siri and this poses some interesting challenges but also some very interesting opportunities for new forms of affiliate activity.”
Artificial Intelligence and Big Data Analytics in Online Casinos
Talking about AI and big data, Christina mentions that knowledge is power.
“The more we know about our customers, the better we understand their behavior, their motivation, their preferences, so, the better we can serve them.”
AI and data science have already started to take on the role of an “affiliate” on some websites, explains the expert, talking about recommendations for purchases, products or content based upon customers’ activity.
Christina believes data science and machine learning are just taking the principles of customer segmentation and CRM and automating them on a bigger scale. “What will be key is how applications interface and interact with customers,” says Christina.
Role of Affiliate Marketing
“Affiliates as we think of them in the world of gambling are really a child of the internet,” explains Christina.
According to the expert, currently, we’ve gone from internet to mobile, voice and virtual and projected reality. There was also a huge shift in regulation: an open internet market has become more restricted. Christina says that keeping in mind the need to limit exposure to gaming content until age has been verified and a new generation whose interest in casino is lower than previous generations, we see that life for online casino affiliates gets much harder.
“That does not mean they don’t have a role to play – the question will be whether the role is that of an affiliate or of an advocate and influencer.”
At the Prague iGaming Affiliate Conference, Christina Thakor-Rankin will deliver a presentation on the topic: From Affiliate to Influencer – engaging the iGeneration.
Learn more about affiliate marketing from the experts.
Use the promo code SAVE30 and get 30% discount. The amount of tickets is limited.
Details about the event and registration are on the website.
Organizers of the EEGS Affiliate Conference are excited to announce an important update for the upcoming 4th edition of the event. Originally scheduled for 25 November, the conference will now take place on 26 November 2025 at the Inter Expo Center (IEC) in Sofia, Bulgaria, and will be held during the BEGE Expo.
This strategic move creates an even stronger platform for affiliates, affiliate managers, operators, and industry stakeholders across the Balkans and Eastern Europe. By aligning with BEGE Expo and the main EEGS Conference, the Affiliate Conference will provide unparalleled opportunities for learning, networking, and brand exposure.
Expanded Benefits for Attendees and Sponsors
- One Pass – Full Access: Affiliate Conference passes now include entry to BEGE Expo and the EEGS Conference, offering a comprehensive experience across all three events.
- Unmatched Networking: Attendees will connect with thousands of professionals from the gaming, affiliate, and entertainment industries.
- Increased Brand Visibility: Sponsors and partners gain exposure not only at the Affiliate Conference but also throughout the region’s largest gaming and entertainment exhibition.
“By bringing all the events under one roof, we are creating the ultimate meeting point for affiliates and industry leaders in the Balkans. This change adds tremendous value for participants and sponsors alike,” said Nino Berezhiani, Marketing Manager at BEGE Expo and EEGS.
As the only affiliate-dedicated event in the Balkans, the EEGS Affiliate Conference continues to build its reputation as a must-attend gathering for strategic minds in gaming, entertainment, and digital marketing. The new date and venue will ensure even more impactful discussions, trend exploration, and partnership opportunities in one of the fastest-growing regions in the industry.
Conferences
Aff.Tech at SBC Summit Lisbon 2025: Dozens of Meetings, Packed Booth, and Silver Award Recognition
At SBC Summit Lisbon 2025, Aff.Tech showcased why it stands as the Affiliate Platform for Champions. Over the three-day event, booth C350 (shared with GR8 Tech) became one of the busiest spots of the exhibition, filled with operators and platform providers eager to discover how Aff.Tech drives affiliate management with automation, scalability, and precision.
The results spoke for themselves: constant traffic at the booth, dozens of productive business meetings, and a strong pipeline of new opportunities. This overwhelming interest confirmed the growing demand for Aff.Tech’s technology among operators seeking to streamline affiliate programs and unlock new levels of performance.
Aff.Tech’s impact was further validated at the Affiliate Leaders Awards, where the company proudly took Silver in the “Affiliate Management Platform of the Year” category—a recognition of its innovation and growing influence in the market.
As part of its presence at SBC, Aff.Tech also introduced its Aff Yourself campaign—a movement to empower operators to take control of their affiliate business, set their rules, and grow without limits.
Mariia Shmelova, CEO of Aff.Tech, said, “The energy around our booth proved that operators are actively searching for solutions like Aff.Tech. Our platform is built to give them complete control, transparency, and automation so they can scale faster and focus on what really drives growth. Getting Silver “Affiliate Management Platform of the Year” shows that the industry recognizes our progress and direction.”
Valerija Reca, Business Development Manager at Aff.Tech, added, “For three days, our team was engaged non-stop in high-quality discussions with operators from around the world. They see Aff.Tech as a partner that combines reliability, flexibility, and scalability—exactly what’s needed to manage affiliates effectively in today’s competitive environment.”
With a packed booth, dozens of successful meetings, and award-winning recognition, Aff.Tech closed SBC Summit Lisbon 2025 as one of the exhibition’s standout success stories. The company left Lisbon with a clear message: affiliate management is evolving, and Aff.Tech is leading the way as the Affiliate Platform for Champions.
Affiliate Announcements
Affiliate Leaders Summit Grows 40% as Global Operators and Affiliates Flock to Lisbon
Following a successful run, the Affiliate Leaders Summit will make its return to the Feira Internacional de Lisboa (FIL) this September, now expanded to a three-day format and featuring the debut of the Affiliate Leaders Awards.
Taking place from 16–18 September, the Affiliate Leaders Summit runs alongside SBC Summit as a focused, standalone platform for affiliates, affiliate managers, and enabling suppliers. It also delivers a more targeted networking and learning experience, with a dedicated content stage and curated audience of 8,000 operator representatives and 3,500 affiliates.
Affiliate Leaders Summit delegates will also enjoy full access to wider SBC Summit features, including evening socials, the main expo floor, and Super Stage keynotes from leading voices such as Gary Vaynerchuk.
Rasmus Sojmark, Founder and CEO of SBC, said: “Last year’s launch of the Affiliate Leaders Summit was a big milestone for us. The response was incredible, but we knew we could do even more. That’s why this year, we’re giving it the time it deserves; three full days to ensure attendees can take in everything this event has to offer.
“We’re also introducing the Affiliate Leaders Awards, which I’m personally very excited about. Affiliates play a vital role in this industry, and it’s time we had a platform that truly celebrates their work alongside the operator programmes and suppliers who help make it all happen.”
A 40% expansion of the 2025 show floor also underscores the event’s rising influence, following 2024’s debut that earned standout NPS ratings—79 from affiliates and 68 from operators. This year’s exhibitor list is stacked with leaders of the field, including Catena Media, Clever Advertising, Evoke, Flashscore, Kaizen Gaming, Medier, Megapari, Novibet, and Shake, offering attendees direct access to key players across the affiliate and operator landscape.
On the conference side of things, the Affiliate Leaders Stage at this year’s summit delivers a powerful three-day journey through the evolution of affiliate marketing, starting with the martech tools redefining performance and partnerships, moving into audience-focused strategies that tap into community-driven SEO and smarter collaboration, and culminating in a forward-looking exploration of AI, diversification beyond Google, and the future role of affiliate managers.
With debates, CEO insights, hands-on workshops, and panels tackling everything from automation and CRM to content authenticity and deal transparency, this stage arms attendees with the ideas, tools, and strategies needed to thrive in a rapidly shifting digital landscape.
The conference sessions will bring together some of the biggest names in affiliate marketing, including Jonathan Edelshaim (CEO, Natural Intelligence), Elaine Gardiner-Ruddock (Managing Director, TAG Media), Peter Gunni (CEO, Traffic Lab), Filip Komljenovic (Head of Sales, Sofascore), Deb Lee (Director of AI & Data Operations, CILA, Entain), Andre Machado (CCO, Clever Advertising), Leanne Muleba (Chief Operations Officer, Matching Visions), and Johan Styren (CEO & Co-founder, Dilanti Media).
Those joining the Affiliate Leaders Summit will benefit not only from the tailored content on the dedicated stage and Super Stage but also from the addition of the Global Markets and Emerging Markets stages. With affiliates and operators among the most curious about cross-border growth, these new stages provide an ideal opportunity to explore regional strategies and understand new audiences.
Affiliate and operator attendees can expect the VIP treatment at the Affiliate Leaders Summit, with complimentary access to the event’s premium evening networking lineup. That includes the high-energy Opening Party with Joel Corry and Imanbek, and the return of INFINITY Lisbon, featuring electrifying performances from Alok and Timmy Trumpet.
Sojmark added: “The Affiliate Leaders Summit is designed to make networking and easier by giving you a dedicated space to connect. But the hospitality doesn’t stop there. You’re part of the full SBC Summit experience. With access to all six stages, complimentary food and drinks at the Food Festival, and the freedom to explore every area of the event, you’re welcome to engage as widely as you like. The Affiliate Leaders Summit simply helps you focus your efforts where they matter most.”
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