Affiliate Success
Affiliates and the resurgence of online bingo
Thomas Jones, founder of NewBingoSites.net, says millennials present a huge opportunity for affiliates but they must overhaul their propositions to engage this lucrative demographic
Online bingo is enjoying a resurgence in play among UK consumers and is proving to be particularly popular with younger players and millennials.
A recent survey by Wink Bingo found that 65% of UK bingo players are under the age of 44 with 35% of them falling between the ages of 25 and 34.
These players are drawn to the simple nature of the game, the community aspect it offers
and it being a natural fit for smartphone and tablet play.
Unlike other casino games such as blackjack and poker it requires no skill and while it is a game of chance, it is not held in the same regard as slots.
Indeed, many put bingo in the same category as lottery, which also enjoys mass market appeal.
The simple nature of the bingo – much of which is automated when played online – is combined with a sense of community and entertainment.
Most operators offer live chat and forum facilities, and the various themes and brands mark out bingo as an inclusive and fun pass time.
The opportunity presented by this resurgence in online bingo play is not going unnoticed by operators; 888 recently snapped up Costa Bingo from Jackpot Joy Group for £18million.
This perhaps unexpected trend also throws up tremendous upsides for online bingo affiliates who now have a new demographic of player to go after.
But millennials are a savvy bunch, and affiliates will need to really up their game if they are to engage them and build the trust required for them to make a buying decision.
This is going to mean taking a new approach to the design and layout of their sites, via the content they create and publish and the channels through which they communicate.
These are some of the things they must consider and deploy:
Sleek and stylish design:
Affiliates provide the information, insight and entertainment that helps players to decide where and what to play.
With this in mind, it is important to look at other affiliate publishers that have high levels of millennial engagement outside of the gambling sector to see what does and doesn’t work.
This could mean prioritising content over bingo sites listings; this has not been the case in the past but could prove key to engaging younger audiences now.
Consideration must also be given to how easy it is for users to navigate and explore the site, especially from smartphones and tablets (more on this later).
High value content:
Affiliates must also overhaul their content strategies – it is simply not good enough to publish a handful of reviews and a small library of bingo guides.
Millennials wish to be educated and entertained, so the content created and published must reflect this and include things like news, features, interviews and reports.
It is also important to take into account the type of content that is being created – this should go beyond the written word to video clips and even audio blasts and podcasts.
The content itself needs to be of the highest quality and provide significant value to the reader. If it doesn’t, affiliates will fail to build trust with younger audiences.
Ramp up activity on social media:
Affiliates spend a great deal of time, and money, on ensuring they rank highly in the SERPs and while this is still important, there are other ways of tapping into millennial audiences.
Social media is hugely important in this regard, and affiliates must have a presence on Facebook, Twitter and Instagram.
But they must do more than share links back to their articles and reviews.
To truly win on these channels, they should become part of conversations and have something meaningful to contribute.
In addition to this, they should also think about working with social media influencers as they provide easy access to younger audiences and have a huge impact on their decision to buy.
Mobile, mobile, mobile:
It goes without saying that all of the above must be deployed with a mobile first mentality, from design to content via being active on social media.
Millennials and younger audiences live their lives via their smartphones and tablets and products and services (such as affiliates) that don’t work on mobile will not be engaged with.
This means affiliates must think about how their sites are designed – no excessive swiping and scrolling – as well as the approach they take to content – short and snappy.
For social media, think about new ways of creating content – perhaps video reviews for Instagram stories – and ensure it still engages, educates and entertains.
Doing all of the above is no easy task, but given the increasing popularity of online bingo, particularly among millennials, the rewards for those that get it right are set to be huge.
Affiliate Success
ReferOn Shortlisted for “European Corporate Services Supplier” Category at EGR EUROPE Awards 2026
ReferOn, the next-gen affiliate management platform, has been named on the EGR Europe Awards 2026 shortlist in the “European Corporate Services Supplier” category, recognising the platform’s solutions that help real operators with their operations and growth.
Continuing 2025’s Momentum
The nomination reflects a busy 2025 for ReferOn, one that was highlighted by significant product updates, rapid growth, and an ascent to becoming one of the most recognised affiliate management platforms in the industry.
Going into the new year, the ReferOn team has ambitious plans to accelerate this positive momentum by scaling alongside its growing partner base with advancements to its product vision around clarity, transparency, and ease of use. The EGR Europe Awards 2026 marks a pivotal start to 2026, and an award win demonstrates that the platform’s direction truly resonates with operators and affiliate managers worldwide.
Refie’s Human Impact
Refie, the platform’s human layer, transcends a mere surface-level companion. It hops around dashboards and workflows, providing relevant assistance, such as fixing reward logic, identifying anomalies, and making suggestions to the user.
In 2026, ReferOn plans to enhance Refie’s functionality with advanced platform gamification, engaging users and transforming how affiliate managers interact with their day-to-day operations. These developments will pave the way for personalised, smart intelligence on the platform and set an industry standard for affiliate tech.
Alex Bukin, General Manager, commented on the nomination and plans for 2026, “ReferOn made great strides in the past year, with major product developments, key recruitments, and a rapidly growing partner base. With this growth, our expectations have risen, and we want to establish ourselves as a platform that accelerates affiliate tech across the board. Being nominated for the ‘European Corporate Services Supplier’ category solidifies our ambition and is a meaningful start to our new year. With Refie driving more innovation, we look forward to driving our goal of transparency, clarity, and customer-facing features even further.”
Affiliate Success
ReferOn Wins Prestigious “Best Affiliate Software 2025” at SiGMA Central Europe B2B Awards
A milestone achievement as ReferOn continues to impress
ReferOn, the next-generation affiliate management platform, has taken the title of “Best Affiliate Software 2025” at the SiGMA Central Europe B2B Awards, held in Rome.
The award recognises ReferOn’s rapid growth in becoming a leader in iGaming. It distinguishes the platform for its cutting-edge architecture, exceptional product innovations, and measurable impact on affiliate operations.
Redefining Affiliate Management
In a short amount of time since its inception, ReferOn has become one of the most recognised names in affiliate technology, leading the way by creating user-centric features that help the real needs of affiliate managers.
The platform recorded rapid adoption, supporting an influx of tens of thousands of affiliates and millions of clicks while continuously evolving and growing with new features and refinements. The platform’s approach to innovation and user-facing experiences is its new living interface, Refie. Refie brings awareness and human-like interaction to the platform, helping make affiliate operations more personable and accessible.
Building Beyond the Standard
Alex Bukin, General Manager at ReferOn, commented on the win, “This award is more than recognition. It empowers and validates our team, encouraging us never to stop building. At ReferOn, we always aim to shape how affiliate marketing should work. At its core, it should be simple, transparent, and powerful. Every new integration and feature comes from a team that deeply understands the product and what real affiliate managers need. This helps us refine our platform to be the best it can be. And we’re only getting started!”
Continued Momentum
ReferOn’s win at SiGMA Central Europe marks another significant achievement. In 2025, the platform conducted multiple migrations and released groundbreaking features to transform affiliate operations. Its sights are set on 2026 — a year that will be focused on product refinements, sustainable growth through key industry partnerships, and delivering more key solutions for real affiliate managers.
Affiliate Success
Casino Guru secures SiGMA Central Europe B2C Awards’ Best Affiliate 2025 distinction
Casino Guru has won the “Best Affiliate 2025” category at the SiGMA Central Europe B2C Awards, distinguishing the company’s efforts in delivering the best online casino database and guiding players to the safest casinos of their choice.
Via Tuscolana hosted the ceremony on Tuesday, November 4, in Rome, Italy, distinguishing a number of companies, among which was Casino Guru, which secured the landmark accolade for itself.
Commenting on the win, Casino Guru’s Head of Casino Research, Matej Novota, said: “Winning the Best Affiliate 2025 award at the SiGMA Central Europe B2C Awards is a meaningful milestone for us as we approach the end of the year. At Casino Guru, we are honored to be recognized in this category. Our mission has always been to build the world’s most comprehensive online casino database and to offer impartial insights that empower players to make informed decisions. This award strengthens our resolve to continue serving as a trusted bridge between players and operators, while upholding the highest standards of integrity, transparency, and fairness in everything we do.”
Casino Guru has been awarded for its unflagging commitment to providing players with the most reliable up-to-date information about casinos and bonuses.
At its core, Casino Guru is committed to making the gambling industry safer and promoting best practices in Responsible Gaming. The company plays an active role in shaping these standards, drawing on its extensive experience, expertise, and firmly held values of fairness, integrity, and transparency.
Platforms such as the Global Self-Exclusion Initiative and Casino Guru Academy have been created to foster a better understanding of Responsible Gambling and how players and industry professionals can leverage it to their benefit.
Notably, the Casino Guru Awards have become a trend-setter in actively encouraging change on the part of industry stakeholders, and distinguishing deserving individuals and companies across numerous categories, such as Rising Star in Responsible Gambling, Most Impactful Social Responsibility Initiative, Fairest Bonus Policy, Industry Culture Shaper, and more.
Casino Guru has worked tirelessly, developing the world’s most complicated ranking system, the Safety Index, which carefully examines each casino’s offer, focusing on criteria favored by players, and issues an objective score that is also regularly updated.
Besides the Safety Index, Casino Guru has launched and maintains a world-beating independent adjudication service, the Complaint Resolution Center, which has returned more than $50m to players, including closing cases that involved more than $1m disputed by a single player.
Casino Guru is proud to receive the latest accolade from the SiGMA Central Europe B2C Awards, celebrating the company’s commitment to making gambling safer and better for everyone out there.
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