News
The Outlook for UK iGaming Affiliate Marketing in 2021
The iGaming industry can be quite lucrative for affiliates who know how to make the most out of available affiliate programs. UK online gambling brands from sportsbooks to casinos and everything in between rely on all types of online and offline advertising strategies to acquire and retain customers. Affiliate marketing is one such strategy that has evolved in importance over the years. This evolution is likely to continue in 2021.
Even though 2020 has been a rather rocky year due to COVID-19, iGaming affiliate marketing share in 2021 has the potential to grow with new online UK bookmakers establishing (and big-name online UK bookmakers re-establishing) a foothold in the profitable football betting market. Already, brand new bookies are starting to appear with the 2020/21 sports season set to begin. These new bookies mean the potential for more affiliate marketing opportunities because affiliate programs tend to be one of the most cost-effective methods for acquiring new customers.
Affiliate marketing spend has increased over the years
For sportsbooks and casinos, over the last decade, affiliate marketing has become an increasingly important marketing strategy for expanding their online reach to attract new punters via desktop and mobile channels.
According to a Regulus Partners report, in the past few years there has been massive growth in UK gambling online marketing spend, which increased form £376 million in 2014 to £725 million in 2017. As such, it comes as no surprise that this same report found that there was also notable growth in Affiliate marketing spend, with an increase from £274 million in 2014 to £295 million in 2017. This is quite the jump considering that affiliate marketing typically tends to be one of the least expensive forms of advertising.
It is highly probably that these figures will continue to climb higher into next year as more of Britain’s gamblers choose to bet online out of convenience, ease of mobile access and the pandemic crisis.
Current iGaming Affiliate restrictions
Presently, gambling online in the UK is at an all time high. According to the UK Gambling Commission’s gambling industry statistics covering the period between October 2018 and September 2019, gross gambling yield has grown. More specifically, some of the biggest increases have been seen in the remote (online) betting, bingo and casino markets. Focusing on betting specifically, the total gross gambling yield for remote betting during this time period was £2.1 billion, a 4.3% increase from April 2018 – May 2019.
However, while this may be good news for gambling operators and their affiliates, a growing concern about increased problem gambling and gambling addiction in the country, has lead to a call for tighter regulations to be placed on operators, specifically restrictions regarding advertising.
This isn’t the first time that restrictions have been placed on UK gambling-related advertising, including iGaming affiliate marketing. Three years ago, tighter regulations were placed on operators, making them liable for the actions of their affiliate partners to help try and curb advertising misleading information. This has resulted in betting firms being hit with fines rather than their affiliates when their affiliates advertised misleading information about the firm’s promotions.
These stricter guidelines were designed to motivate gambling operators to encourage their affiliates to stick to advertising regulations, otherwise the operator would be held responsible if the advertising was found to be in breach of Gambling Commission rules. As a direct result of these rules, some firms closed their affiliate programs altogether, including Sky Bet, who didn’t want to take a chance with untrustworthy affiliates.
What the future could hold for iGaming affiliates
However, in spite of the current affiliate marketing regulation responsibilities placed on operators, some feel that this is not enough. It is possible that, in the future, the UK government may take the next step and regulate iGaming affiliates directly. If this should occur, it could mean that affiliates would be required to register or license their operations before deals can be made to promote legal sportsbooks.
These changes could impact affiliates by introducing new:
- Regulation costs – A fee may need to be paid by affiliates to be regulated.
- Legal requirements – Affiliates would be required to ensure regulatory compliance, meaning that if they breach rules they would also be subject to a fine along with the operator.
- Increased acquisitions – Smaller affiliates are not likely to survive with the new regulatory changes, making it easier for larger affiliates to purchase them, reducing competition.
There is no question that if the Gambling Commission chooses to crack down further on affiliate marketing, this would have an effect on iGaming affiliate market share in the future. However, as it stands now, with new online bookmakers popping up onto the scene and the new football season ready to start, the outlook seems bright for iGaming affiliates in 2021.
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.
The Eastern European Gaming Summit (EEGS) is proud to announce Palms Bet as the General Sponsor of this year’s Affiliate Conference, taking place alongside EEGS 2025 – where innovation, regulation, and strategic collaboration converge.
As one of Bulgaria’s leading gaming and entertainment brands, Palms Bet has played a pivotal role in shaping the local and regional iGaming landscape. Its continued investment in digital innovation and affiliate partnerships reflects a deep commitment to responsible growth and industry excellence.
The Affiliate Conference at EEGS will gather affiliate leaders, operators, digital marketers, and regulators to explore the evolving landscape of player acquisition, data-driven marketing, and compliance in regulated markets.
Through its support, Palms Bet reinforces the mission of EEGS — to create a dynamic space for learning, networking, and advancing the future of the gaming and affiliate ecosystem across Europe.
🎯 Save the date:
🗓️ 26 November 2025
📍 Inter Expo Center, Sofia
Join us for an inspiring edition of EEGS and the Affiliate Conference, powered by Palms Bet!
Let’s shape the future of iGaming together – where innovation meets collaboration, and affiliates lead the way!
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News1 week agoN1 Partners at SiGMA Central Europe 2025 Results: A Key Pit Stop on the Road to the Helicopter
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Casino Guru secures SiGMA Central Europe B2C Awards’ Best Affiliate 2025 distinction
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Palms Bet Takes Center Stage as General Sponsor of the EEGS Affiliate Conference
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