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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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8 Years Of Trust And Growth: The Story Of The N1 Partners × Askgamblers

Published

3 days ago

November 4, 2025

TheVoice

Since 2018, one of the iGaming affiliate leaders, AskGamblers, has been partnering with N1 Partners, right from the beginning of the affiliate program’s rise. This collaboration has evolved into a proven growth engine for both brands.

Partnering for Scale: Why AskGamblers Chose N1 Partners

Working together, AskGamblers and N1 Partners have leveraged data-driven optimisation across GEOs. This lets AskGamblers scale traffic and conversions while N1 Partners deepens its footprint across key markets.

When the N1 Puzzle Promo was announced, the AskGamblers team shared their reaction:

“We received exciting news from our esteemed N1 Partners affiliate manager regarding this promotion. We are particularly thrilled about the grand prize – a helicopter – and are fully committed to participating with the goal of winning it!” said the AskGamblers team.

Driving SEO Traffic: The AskGamblers Formula

The AskGamblers’ focus is on providing genuine value and a high-quality user experience, so that visitors don’t just arrive, but return. That aligns seamlessly with N1 Partners’ philosophy of not just driving volume, but building players with retention and lifetime value.

“Secrets and tips exist in every domain. Still, great things are accomplished through hard work, an open mind, adaptability, and curiosity. Users will come back because of the added value and the best experience,” the AskGamblers team emphasised.

Stepping into the Race: AskGamblers Joins the N1 Puzzle Promo

When N1 Partners launched its huge-scale promotion campaign, the N1 Puzzle Promo, AskGamblers was quick to take a leading position. This promo offers a global affiliate competition with standout luxury prizes, including a grand prize – Robinson R22 Beta II helicopter – and a leaderboard structure that drives performance.

As soon as the promo launched, the AskGamblers team decided to go for the grand prize and dominate the leaderboard. With the guidance and support of N1 Partners’ affiliate team, the AskGamblers team selected several brands from the N1 portfolio, prioritising high-converting brands within the network, pivoted resources, and increased focus on SEO and long-term traffic value.

Leaderboard Mindset: Motivation, Competition & Expectations

AskGamblers is a highly competitive team, and the N1 Puzzle Promo format hits the mark. For N1 Partners, this speaks directly to our goal: bringing top-tier affiliates into big campaigns where they can shine and scale.

As participants get closer to the final stage of the N1 Puzzle Promo, the competition becomes even more intense, with the AskGamblers team confidently maintaining its position in the top 10 and actively moving towards the prize-winning places.

Beyond Traffic: What Success Looks Like

If AskGamblers wins the helicopter, the vision is as bold as it is fun.

“Wouldn’t it be great to skip notorious traffic and take a helicopter ride to the next iGaming event?” said the AskGamblers team.

Such an approach shows that this is about partnership, performance, and flair — not just metrics.

The N1 Puzzle Promo runs through the end of 2025, giving you a live chance to climb the leaderboard, win luxury prizes, and capture the grand prize: a Robinson R22 Beta II helicopter.

Don’t wait, sign up now, drive high-quality traffic and earn puzzle pieces! With N1 Partners’ multi-brand affiliate program, dedicated support, and global reach, your chances of rewards are streamlined. Join the race, collect your puzzle pieces, and hit the top!

Plus, there is a special bonus activity to earn even more puzzle pieces, and premium prizes. From September 1 to November 30, enter the 2nd lottery of the N1 Puzzle Promo with a fresh set of luxury prizes.

News

Special Missions in N1 Puzzle Promo: Two Weeks Left to Grab Extra Puzzles!

Published

3 days ago

November 4, 2025

TheVoice

The race for the grand prize of N1 Puzzle Promo – a real Robinson R22 Beta II helicopter – is entering the final stretch! Just two months left until the promo ends on December 31, and only two weeks to earn extra puzzle pieces and get a chance to win the exclusive “Pilot Course” VR set by completing special missions.

Deadline: November 15

How to join the final challenge and get +3 bonus puzzles (+ an automatic entry into the VR set draw):

Be an active participant of N1 Puzzle Promo and earn at least one puzzle for your traffic.
Share positive feedback about your experience with N1 Partners on four platforms:

Follow N1 Partners on social media:

Complete a short N1 Partners feedback survey.

What’s inside the “Pilot Course” VR set:

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

Time is running out – this is your moment to break into the leaderboard and boost your chances to take home the helicopter!
Don’t wait – complete your special missions before November 15 and get closer to the sky.

Find full details on our official website.

Be number one with N1!

News

Power affiliate QiH Group rebrands to Quantum to reflect ambitious diversification strategy

Published

1 week ago

October 31, 2025

George Miller

Power affiliate QiH Group rebrands to Quantum to reflect ambitious diversification strategy

The tech powerhouse has a new website, name and branding that are set to take the affiliate marketing company into the next 10 years.

Quantum International Holdings, the affiliate formerly known across the tech, sports, iGaming betting industries as QiH Group has launched its official rebrand to Quantum. With a new-look website, logo and assets, the company has chosen the pared down name to reflect the strategic direction it will be taking, starting in 2026.

Speaking about the change, Quantum CEO Jamie Walters said: “I’m incredibly proud and excited to share the next chapter in our journey: the evolution of QiH into Quantum. For over a decade, QiH has been our foundation, a story of success, growth and innovation in iGaming. But the world – especially digitally – moves fast, and so do we.

“‘Quantum’ was already in our name, so we’ve simplified and streamlined, and it now represents the next version of who we are and where we’re going. A rebrand is about a lot more than a new logo, colours and identity – we’ve also evolved our mindset, ambition and of course, our strategic direction.

Walters continues: “Over the past few months, the Quantum team has worked tirelessly to get to this exciting new stage for our growth. We’re building on everything that has already made QiH Group so brilliant – our talent, creativity, and data-driven approach – and supercharging it to perform on the biggest global stage.

“Our vision is simple: to expand our affiliate marketing roots to become the world’s most-used digital comparison service, delivering simplicity and value to millions of users around the globe.”

Tom Murch, creative director at Quantum, shared: “The rebrand brief was simple: evolution. This wasn’t just about a new identity, it was about building on a decade of growth and turning momentum into acceleration. Quantum is the brave new chapter in our story, a brand, a strategy, a mindset, and a framework for high performance culture at scale and where elite talent can really thrive.”

The story so far

QiH Group was launched in London in 2014 to address a gap in the iGaming affiliate market for smart, digital-first, data-focused affiliate partnerships for iGaming operators.

The company has seen a host of accolades, such as:

Moving from 21st to 15th on EGR Global’s Power Affiliates list in 2025
Growing from five initial employees to 60 now
Hiring an experienced C-suite of talent, including a CFO, CMO and CTO and promoting internally for their COO
Building our entire tech team from outsourced to a fully in-house, tech capability, expanding the team from 0 to 14 employees this year
Shortlisted for eight major awards in iGaming, from Employer of the Year to Affiliate of the Year
Fostering years-long relationships with Tier 1 operators

“2026 and beyond are going to be incredibly exciting times for Quantum, and we’re so pleased to be bringing a new look, simplified name and a honed strategic direction and operational delivery for our clients – and of course, an environment where our talented and ambitious team can thrive,” says Walters.