News
Should affiliates be more honest when reviewing online slot games?
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Critics are paid to be impartial, they have no qualms about tearing into something they’ve been asked to review, whether that be a brand new box office release, album or video game. So why is it completely different in the world of iGaming?
There aren’t many industries out there that can match ours when it comes to the sheer amount of websites dedicated to one pastime (casinos and online slot games), for every new release there’s a minimum of ten reviews online within days of them arriving in casino lobbies.
Having spent the last year scouring the internet for slot games to critique ahead of their launch, Slot Gods, a comprehensive site dedicated to independent bias free online slot reviews have come to several solid conclusions about the somewhat dishonest business of slot write-ups.
Do some affiliates fear the truth will deny them acquisitions?
In last twelve months the expert team at Slot Gods have spent countless hours surveying the iGaming landscape with a fine-tooth comb, gauging affiliates ‘honest’ opinions on online slot games old and new, it’s certainly not everybody, but the conclusion to be drawn is that there seems to be a genuine fear about being honest when a slot game just isn’t very good.
Many of the reviews the team came across were written in a tone that suggested the game was 100% worth playing, positives were made out of negatives and despite a game’s shortcomings there’s always something that inferred to the reader that the game should definitely be played.
There’s no denying that approaching a review with a positive attitude is a good way to go, but it seems immoral to mislead a player in an industry that requires the end user to open their wallets and deposit money to play a game of chance which they might walk away from with nothing.
Obviously, players aren’t stupid and they know exactly what they’re getting into when they actively choose to gamble their money, but there’s a fine line between selling a game honestly and overselling it to the point in which the truth has been distorted to earn a sign-up.
If it were a table game such as roulette, poker or blackjack then perhaps we wouldn’t complain, because you know exactly what you’re getting with them… But with online slots there are many unique variables, and players have certain boxes a game must tick before they choose to actively play them.
To give some of these offending sites their dues, They never did shy away from giving players the raw data, they all clearly stated the RTP percentage, maximum win potential and volatility within the game specifications… It was just the written content that felt sketchy at times.
It’s understandable why an affiliate (in particular a smaller one) might want to put a little extra shine on a slot game in order to drive their visitors towards a sign-up at the associated casino. In doing so they’re likely going to leave the player with a bad taste in their mouth and a general distrust for the site that recommended it upon discovering the game isn’t exactly as described.
What can affiliates do to make their reviews more trustworthy?
If you’re planning on updating or adding slot reviews to your site then there are a number of things recommended and utilised by Slot Gods that you can do to ensure that your content comes across trustworthy and reliable, these are as follows:
Consistent structure
Make sure you have a consistent and well thought out structure to your reviews. Give players the key information in an order that makes sense to them. Don’t start your review with your personal opinion on how it plays, allow them to read all about the features, the design and other important elements before you summarise.
Most people understand how a review should look, so don’t try and reinvent the wheel and overcomplicate things… Just make sure each and every review is consistent.
Factual information
It almost sounds silly, but before you’ve even begun to write the review please make sure you play the actual game for a minimum of ten minutes, do your best to stick around until you’ve triggered a bonus feature as it makes a big difference to your overall opinion of the slot.
It’s easy to write a review based on the text provided by the developer, but trust us when we say the experience of writing a review based on your own first-hand experience is so much easier.
On that note, we highly recommend that players do not rely on other affiliates for information on a slot, it can be very tempting to check out what they’ve written and take inspiration, however, it’s worth noting that you have no idea whether what they’ve written is correct if you haven’t properly played the game yourself. It’s a risk that won’t pay off.
Demo games and original screenshots
If possible try and include a demo game within the body of your review. Admittedly it makes the entire process of compiling the review a little more complicated and time-consuming, but there’s no trust signal quite as strong as actually giving players the opportunity to play the game before or after they’ve read your review. It adds legitimacy to the page.
If you aren’t in a position to add demo games to your site then consider adding watermarked screenshots, this makes it clear to the user that you’ve taken the time to play the game yourself.
Affiliate Announcements
711 Renews its Partnership with NetRefer as its Affiliate Marketing Platform Provider
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Leading Dutch online casino 711 has renewed its partnership with NetRefer, a data-driven, AI-powered, affiliate marketing platform provider engineered for the iGaming industry.
The family business, started as Carousel Casino Games and founded in 1994 in Belgium, began as a land-based casino chain before expanding into an online casino in 2012. A decade later, in 2022, they entered the Dutch online gaming market as 711 BV, with NetRefer as their Affiliate Marketing partner.
Despite being a new operator, 711 brings over 30 years of experience in the Belgian gaming market and, in two years, has expanded its portfolio, partnering with major game providers like Pragmatic Play and Evolution.
With a diverse game selection that follows the latest gaming trends, attractive promotions, high winning odds, and fast payouts, 711 prioritises player satisfaction and delivers a seamless gaming experience.
They pride themselves on operating under strict regulations and undergo regular external audits to ensure a secure player experience. They emphasise responsible gaming, offering tools and information for player well-being.
Johan Mostert, Affiliate Manager at 711, stated: “NetRefer is known for its innovation and forward-thinking. Their comprehensive, customisable platform – through impressive add-ons – has streamlined our affiliate marketing, making the past two years an excellent partnership. We’re excited for what’s ahead.”
Amanda Camenzuli, NetRefer’s Manager of Account Management, shared: “711 is a dynamic operator in the Dutch market, and their attitude, enthusiasm, and work ethic make this renewal both exciting and rewarding. We at NetRefer look forward to what’s to come in this continued partnership.”
News
North Star Network acquires leading casino affiliate Bojoko
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North Star Network and Bojoko are delighted to announce the digital sports media group’s acquisition of the leading iGaming affiliation as NSN looks to take a decisive step into the casino space.
The deal, which includes all Bojoko assets, was concluded on February 14 and represents a new chapter for the Malta-based asset, giving them the resources to become an even bigger force in the iGaming affiliate world. This acquisition is structured using upfront and earnout payments, representing 3.0-4.5x 2025 EBITDA depending on future performance.
Since launching in 2017, Bojoko.com has become the go-to platform for UK players seeking in-depth casino, bingo, and sports betting insights, while Bojoko.ca has been instrumental in helping Canadian players navigate the rapidly growing online gaming market.
This acquisition will allow both platforms to expand their reach, enhance their services, and provide even more value to users in these key markets. It also opens room for further market expansion.
Julien Josset, co-founder and CEO of North Star Network, shared his excitement about the acquisition: “We are thrilled to welcome Bojoko into the North Star Network. Bojoko has built an excellent reputation in the industry for its user-driven approach, commitment to true quality, and innovative platform,” he added.” This acquisition aligns perfectly with our vision to expand our influence in the iGaming industry, giving us an instant footing in the casino vertical.
“Bojoko’s casino knowledge is almost unparalleled, and we could not be more excited about the future,” Josset concluded. “Together, we plan to expand Bojoko’s reach internationally, creating even more value for players and partners alike.”
Bojoko co-founder and CEO Joonas Karhu will continue to lead the project. “This is a monumental step forward for Bojoko. Since day one, our goal has been to empower players with expert insights and easy tools that allow them to make informed choices,” Karhu began. “With North Star Network backing us, we’re now in a position to enhance our solutions, expand, and bring our expertise in the online gambling space to new audiences worldwide.
“This partnership opens the door for unprecedented growth and innovation.”
iGB
Barcelona editions of ICE and iGB Affiliate welcome world record gaming industry attendance of 59,101 from 163 nations
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• Total attendance up 13% year-on-year
• Visitors from 163 nations make journey to Barcelona
• Spain top represented nation at ICE
• UK top represented nation at iGB Affiliate
• Visitation exceeds 100,000 for first time
The Barcelona editions of ICE and iGB Affiliate have ripped up the record books attracting a total of 59,101 unique attendees surpassing the previous high of 52,345 which was set in 2024 – the last editions to be held in London.
The ICE unique attendance of 50,019 represented an 11% year-on-year uplift with iGB Affiliate recording a total of 9,082 unique visitors an increase of 24% on the previous highest which was set 12-months ago.
ICE and iGB Affiliate registered a total Visitation figure, which measures the number of person days spent at the Fira Gran Via Barcelona of 107,664 another gambling industry world record. Nine nations recorded four figure attendances with Spain topping the table (8,954), followed by the UK (6,518), Malta (3,074), Cyprus (2,328), Ukraine (1,938), United States (1,730), Italy (1,496), Bulgaria (1,252) and Germany (1,157).
Stuart Hunter, Managing Director Clarion Gaming said: “The data has been interrogated by an independent registration body and reflects the number of unique attendees.”
He added: “I am delighted that the transition of ICE and iGB Affiliate to Barcelona has been so well-received by our international community of stakeholders. The data has confirmed an all-time opening day high of 32,788 ICE attendees and a closing day attendance of 24,926 which was 20% higher than 2024’s closing day.
“Growth was achieved across all key jurisdictions, including Continental Europe, North America, LATAM, and Asia, with notable new growth recorded from the UAE and India. While UK attendance saw an anticipated reduction in numbers, like-for-like UK company representation remained stable. Looking behind the data it has been a case of UK companies rationalising their representation to their senior teams. The overall attendee growth mitigated and exceeded that reduction.”
Looking ahead to 2026 Stuart Hunter confirmed that 86% of the event space is already booked. He stated: “The response has been so positive that many exhibitors have already rebooked and in many cases secured additional space for January 2026. ICE will expand into Hall 1 addressing exhibitor requests for extra space while iGB Affiliate will relocate to Hall 8 providing attendees with a dedicated arrival experience. The success of the 2025 event underscores the value of the move, and we look forward to building on this momentum for 2026.”
Naomi Barton, Portfolio Director, iGB Events described the response to the first edition of iGB Affiliate to take place in Barcelona as ‘simply outstanding’. She stated: “The growth of iGB Affiliate has been phenomenal and Barcelona has underlined the popularity and status of the brand. Whilst the figures can only tell part of the story the unique attendance of 9,082 was a 24% uplift on 2024 with the 2025 figures representing the fifth consecutive year of significant growth.”
She added: “108 nations were represented at iGB Affiliate making it one of the most international live b2b events on the industry calendar. All of the metrics that we use to measure performance are looking extremely healthy and we are in the midst of analysing in more detail the exhibitor and visitor surveys that we commission after each event. Our attention now switches to July and the relocation of iGB L!VE from Amsterdam to ExCeL London.”
The ultimate goal of conferences like this is for brands to make connections with key thought leaders and decision makers and ultimately establish themselves as the best paying online casino in South Africa or Canada or whatever country they are operating in.
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iGB1 week ago
Barcelona editions of ICE and iGB Affiliate welcome world record gaming industry attendance of 59,101 from 163 nations
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News4 days ago
North Star Network acquires leading casino affiliate Bojoko
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Affiliate Announcements2 days ago
711 Renews its Partnership with NetRefer as its Affiliate Marketing Platform Provider