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The Outlook for UK iGaming Affiliate Marketing in 2021

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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.

News

Vote now for N1 Partners in two EiGE Awards 2025 nominations!

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The N1 Partners affiliate program is making headlines again with new nominations! This time, the team has been shortlisted among the brightest stars of the European iGaming industry for the European iGaming Excellence Awards (EiGE Awards 2025).

The award ceremony will take place on October 30 in the heart of Warsaw, bringing together the most influential players in the iGaming market – operators, affiliate programs, payment providers, and trailblazing tech innovators.

Gambling affiliate program N1 Partners is nominated in two top categories:

  • Best iGaming Affiliate Program
  • iGaming Leader of the Year (individual)

How to vote for N1 Partners in both categories (it will take no more than a minute):

  1. Go to: https://hipther.com/events/egc/eige-awards/
  2. Select the “Best iGaming Affiliate Program category” → click “Continue to vote”.
  3. Choose N1 Partners from the list → enter your personal details → click “Vote”.
  4. Return to the awards page → select “iGaming Leader of the Year (individual)” → click “Continue to vote”.
  5. Select Alexa Bond, Head of Affiliates at N1 Partners from the list → enter your details → click “Vote”.

 

Online voting is open until August 26.

 

Why N1 Partners?

  • 12+ high-converting brands
  • 10+ Tier-1 GEOs
  • Flexible payment method CPA | RevShare I Hybrid
  • Insights from in-house analysts
  • Benefit from top offers
  • 24/7 support

 

Support N1 Partners and Head of Affiliate Alexa Bond with your vote – who knows, your vote might make all the difference!

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News

N1 Puzzle Promo: Complete Challenges, Earn Puzzles, and Get a Chance to Win a VR Pilot Course!

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The N1 Puzzle Promo from N1 Partners affiliate program is picking up pace — and the competition for the main prize, a real helicopter Robinson R22 Beta II, is getting serious.

One of the best casino affiliate programs N1 has launched a special activity for participants, offering a chance to earn extra puzzle pieces and try their luck in a draw for awesome prizes! Simple as that.

Campaign period: August 15 – November 15, 2025.

All the details are below.

To earn additional puzzle pieces and improve your position on the leaderboard, you need to complete the following challenges:

  1. Be a registered participant of the N1 Puzzle Promo and have minimum one puzzle piece already earned for traffic
  2. Post positive reviews about your cooperation with N1 Partners on 4 websites: Business of Apps, Affpaying, CPA.Club, and Trustpilot (direct links to N1 Partners profiles below):
  1. Subscribe to N1 Partners’ social media:
  1. Take part in the N1 Partners survey

Here come the rewards.

In addition to three extra puzzle pieces for the main leaderboard, all participants will enter a giveaway for a home VR flight training set — the “Pilot Course”.

What’s inside the set?

  • Meta Quest 3 (128 GB) 
  • Licensed VR simulator
  • PC-compatible cable

Find more details about the special tasks on our website at the following link: https://n1.partners/news-page/n1-puzzle-promo-challenge

N1 Puzzle Promo: More traffic → More puzzles → Closer to the winning!

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Awards

ReferOn Earns Dual Nominations for Innovation and Marketing Excellence at SiGMA Euro-Med Awards 2025

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ReferOn Earns Dual Nominations for Innovation and Marketing Excellence at SiGMA Euro-Med Awards 2025

 

The company continues its growth in 2025 with key industry recognition

ReferOn, a next-gen affiliate management platform has been shortlisted for the “Affiliate Product Innovation” and “Best Marketing Solution Provider” categories at the upcoming SiGMA Euro-Med Awards 2025.

These nominations come after an important year for the company, defined by strong market traction, continuous product development, and an increased demand from operators and affiliate managers looking to transition from outdated legacy platforms to a more agile, transparent, and scalable solution.

Since its launch, the ReferOn team has demonstrated its commitment to solving real problems for affiliate teams. At the core of its value propositions is creating a simple and accessible platform that’s built for modern needs. Core developments like full-cycle automation, customisable dashboards, instant postbacks, and real-time data visibility help to reduce chaos and boost performance. Additionally, tools like the Sub-Affiliate System, No Bundling Model, and dynamic variables assist with increased operational control.

Vlad Bondarenko, ReferOn’s Head of Product, commented on the nominations, “We didn’t build ReferOn to compete with legacy platforms — we built it to replace them. Every development, addition, and decision is guided by the goal of empowering our users to move faster, make more insightful decisions, and scale efficiently. These nominations have shown us that we’re moving in the right direction and that our incredible team is working towards something truly impactful.”

ReferOn’s roadmap remains ambitious and future-focused, with numerous investments in product developments, customer-facing services, and initiatives that help affiliate teams act faster and move smarter.

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