News

The Outlook for UK iGaming Affiliate Marketing in 2021

Published

5 years ago

September 3, 2020

Photo credits: shutterstock_1118068061

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.

Related Topics:affiliate marketing iGaming industry UK online gambling brands

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Awards

Casino Guru wins in Casino Affiliate category at the EGR Operator Awards 2025

Published

1 day ago

October 28, 2025

George Miller

Casino Guru wins in Casino Affiliate category at the EGR Operator Awards 2025

Casino Guru is proud to announce that it has won in the “Casino Affiliate” category at the just-concluded EGR Operator Awards 2025. The company was distinguished amongst the world’s leading casino affiliates and crowned with the ultimate accolade.

The awards ceremony was held at the De Vere Grand Connaught Rooms in London on October 22, 2025, and marked the 20th anniversary of the EGR Operator Awards.

Commenting on the award, Matej Novota, Head of Casino Research at Casino Guru, had this to say: “This recognition confirms our commitment to delivering one of the best possible experiences for casino players worldwide. We are grateful to the EGR Operator Awards for this distinction, which reinforces that our work toward a safer and more transparent industry is making a real impact. Casino Guru will continue to guide players toward better and fairer gaming experiences, and we are honored to receive this award.”

Casino Guru has repeatedly delivered one of the most comprehensive services in helping inform player opinion. The website focuses exclusively on reviewing online casinos and bonuses based on criteria that matter to the players, such as fair bonus policies and general terms and conditions, ease of withdrawals, and more.

Casino Guru has also served as a trustworthy mediator in disputes between players and casinos, having returned more than $52m in player funds through the Complaint Resolution Center, and making sure it offers a comprehensive service that goes beyond its meticulous reviewing process.

To help quantify the data points Casino Guru leverages to make decisions about what casinos are worthwhile, the company has developed the bespoke Safety Index metric, which gauges a casino offer based on player-specific preferences, overall fairness, and industry standards, and assigns a rating that players can trust.

This is the latest distinction secured by Casino Guru over the past several months. Casino Guru is also contending in various categories for the SiGMA Central Europe B2C Awards as well as in the AffPapa iGaming Awards LatAm.

News

Gamblers Connect Partners with Bazoom to Improve Link-Building Solutions for the iGaming Industry

Published

2 days ago

October 27, 2025

George Miller

Gamblers Connect Partners with Bazoom to Improve Link-Building Solutions for the iGaming Industry

Gamblers Connect, a leading and trusted iGaming Medium & Affiliate website for the iGaming sector, is pleased to announce a new premium partnership with Bazoom, a sophisticated link-building platform.

This strategic alliance is designed to introduce Gamblers Connect’s expansive network to a best-in-class resource capable of addressing one of the most persistent challenges in the highly competitive digital landscape of iGaming: the efficient acquisition of high-quality backlinks.

The iGaming industry, encompassing affiliates, operators, and marketers, operates within one of the world’s most fiercely contested digital ecosystems, where achieving visibility and digital authority is a constant battle.

This collaboration is a direct response to this challenge, spotlighting a solution that moves beyond traditional, manual outreach methods.

Bazoom has successfully streamlined the process by offering an intelligent marketplace where users can efficiently discover, filter, and secure link placements from a vast global network of nearly 100,000 media outlets, utilizing familiar SEO metrics for precision targeting.

A core component of Bazoom’s offering is its integrated content engine, which handles the creation of high-quality, tailored content, included in the price of the link purchase. Operating on a model of transparent, pay-per-link pricing without any mandatory subscriptions, the platform offers a truly scalable solution built for all stakeholders, from solo consultants to major agencies.

The partnership is founded on a shared commitment to excellence, which is encapsulated in the mutual philosophy: “Scale with quality, not noise.”

Gjorgje Ristikj, Founder of Gamblers Connect, commented on the synergy: “Bazoom and Gamblers Connect share the same philosophy, scale with quality, not noise. This is a partnership with a clear direction and shared ambition to empower our community.”

Kristoffer Krog, Head of Global Partnerships at Bazoom, added: “We are very excited to partner up with industry leaders, to align our collaboration and reach new heights together.”

This strategic collaboration underscores a mutual dedication to providing the iGaming community with the tools necessary for sustained digital growth and authority in a transparent and results-driven manner.

News

All Roads Lead to the Helicopter — N1 Partners Turns SiGMA Central Europe 2025 into a Pit Stop for Deals

Published

6 days ago

October 23, 2025

TheVoice

N1 Partners is heading to SiGMA Central Europe 2025 with Booth 5056 G, charged with drive, precision, and the spirit of being first — presenting its top offers, products, and entering the final lap of the N1 Puzzle Promo before the grand finale.

After hitting the road in London and conquering the waves in Lisbon, N1 Partners is taking off to the sky — straight to SiGMA Central Europe 2025 in Rome. This time, all roads truly lead to the helicopter.

Inspired by Italian sports car engineering and the spirit of competition, with a true vibe of drive — from Ferrari and Maserati to Formula 1 — the N1 Partners stand merges speed, precision, and style in every detail, creating a space where affiliates can recharge, connect, and explore new opportunities.

Step Up to the HeliRun Challenge

Visitors can take on the HeliRun Challenge — a mechanical time-trial maze where accuracy and focus are key and winners will receive branded mini-helicopters and other limited prizes.

Win a Ferrari

One lucky guest will drive away with a Ferrari — in LEGO form, but full of prestige.

Simply collect a branded card at the booth, follow N1 Partners on social media, and drop your entry into the prize drum.

The draw will take place on Day 3 at 16:00, with results announced on Instagram.

What Awaits at Booth 5056 G

Meet the N1 Partners team to discuss insights and top-tier deals.
Enjoy aperol & gelato sessions and exclusive giveaways.
Take part in interactive activations and surprise drops throughout the event.
Get exclusive N1 merch featuring the Puzzle Piece — your link to future N1 Puzzle Promo prizes.

Every detail is designed for speed, style, and engagement — making the booth a must-visit destination in Rome.

Why Meet N1 Partners in Rome

For more than eight years, N1 Partners has been accelerating affiliate growth, uniting 14+ licensed casino and betting brands across Tier-1 markets.

The program offers:

Flexible deals: RevShare up to 45% / Hybrid / CPA up to €700 for partners with top-performing traffic
Transparent terms: no shave, no delays, guaranteed payouts
Exceptional performance: Reg2Dep up to 70%

At Booth 5056 G, the team will present personalized offers and partnership opportunities for affiliates working with SEO, PPC, FB, or mixed traffic.

With N1 Partners, you don’t just work with the number one — you become one.

Don’t wait — book your meeting now and take off with N1 Partners.

Next Lap: Helicopter.