News
How important are partnerships in iGaming?

Many industries have been driven by rivalries as every company is striving for the best – but it’s not always the best long term solution. Partnerships are incredibly important and provide businesses with a way to evolve and expand their customer base.
It’s becoming increasingly common for companies within the iGaming industry to partner up for mutually beneficial agreements. Only recently, Push Gaming and Scientific Games signed a major deal to form a partnership. While on the one hand, these two companies are competitors fighting for the players’ attention but they saw the potential long-term success of the collaboration.
A good partnership can completely elevate a business to the next level which is why it’s so important within the iGaming industry. Despite being an industry that’s fiercely competitive, partnerships can be advantageous for all parties involved – if it’s done well.
Partnerships can improve the player’s experience
Within the past few years, there has been a multitude of partnerships among slot developers. Many independent game studios have gained much-needed exposure from partnerships with big names such as Yggdrasil, Relax Gaming and Microgaming due to their specialist platforms.
On the surface, these platforms seem to mainly boost the smaller studios, when in reality it’s a mutually beneficial relationship. Giving independent developers access to better tools and authoritative expertise improves the reputation of the bigger studio that is providing them with the support.
The established developers host smaller ones on their platforms often under the bigger name. Therefore, casinos that host the larger developers potentially get the smaller studio as well which vastly improves the player’s experience and overall opinion of the developer.
A key example would be Yggdrasil’s YGS Masters programme which is an invite-only platform that features studios such as Peter & Sons, Reflex Gaming and True Lab Games. The casinos that have previously partnered with Yggdrasil have the potential to host the games created through the YGS Masters programme, which improves the selection of games at the player’s disposal.
Ultimately, the most important factor is the player’s experience and enjoyment which is easily improved by partnerships like these.
Affiliates partnering with developers is mutually beneficial
Partnerships come in all shapes and sizes but they can be extremely valuable to all parties involved. It’s not just developers within the iGaming world collaborating together but also affiliates working alongside the developers as well.
One of the leading sources of independent online slot reviews, Slot Gods, have partnered with over ten different developers within the last six months. These partnerships have included the previously mentioned Push Gaming and Scientific Games along with other big names such as Relax Gaming and Playtech.
Fundamentally, partnerships like these allow developers to build excitement for upcoming slot releases or to give an insight into the ethos of their studio through interviews. Affiliate sites like Slot Gods are given exclusives through content, whilst the studios gain exposure for their products. It’s essentially a form of free marketing that is beneficial to everyone involved with no real cost.
Takeovers can be advantageous to the iGaming industry
Whilst good partnerships are useful and instrumental to success, takeovers can also be worthwhile within the iGaming industry. One of the biggest takeovers includes Evolution Gaming’s acquisition of NetEnt for 2 billion dollars in 2020.
This collaboration led to the creation of the popular Gonzo’s Treasure Hunt. Essentially, this combined the fan-favourite Gonzo’s Quest with the popular live casino game format from Evolution to make a product that’s unique and fresh for players.
Acquisitions like this have the potential to improve the general industry with innovations like Gonzo’s Treasure Hunt that combine online slots with the interactive live casino experience. Future innovations like this lead to positive repercussions for the rest of the iGaming industry.
Networking is always key
Both partnerships and takeovers can boost the industry but exchanging information through networking is important as well. At its core, networking is the process of sharing knowledge with people or organisations that are in the same field.
Of course, exclusive secrets or non-disclosure agreements (NDA) should not be shared but insights into important changes (such as laws) or software are worthwhile in improving the general industry. For example, distributing private information under an NDA is disrespectful and potentially damaging to all involved, but enlightening another affiliate with an upcoming law change is helpful for all in the long run.
Networking events like IGB Affiliate can even lead to partnerships or at least guide people within the iGaming industry in the right direction. Naturally, some may want to keep all the information to themselves, but it works out better in the industry long-term if people network to constantly share and improve upon ideas.
Closing thoughts
It’s clear to see that partnerships are a valuable asset in iGaming that should not be taken lightly. They are incredibly important in promoting products, exchanging knowledge and improving the player’s overall experience.
Even traditional media sites such as The Telegraph see the value in partnering within the iGaming world as they gain all their in-depth reviews, guides and tips about iGaming from affiliate BettingExpert.
The biggest question that remains is this: Will affiliates within iGaming ever work together to see the merit in partnerships? Experts within bingo could work with specialists in the live casino game sector to exchange valuable knowledge. No single person can become an expert on everything, so it’s helpful to get an adept person within this field to fill in the gaps.
Whether affiliates will work together in the future remains to be seen, but it could revolutionise the entirety of the iGaming industry.
Conferences
New Sponsorship Opportunities Announced for the EEGS Affiliate Conference

The EEGS Affiliate Conference, now in its 4th edition, is pleased to announce the launch of new sponsorship opportunities. As the region’s only event dedicated exclusively to affiliates, this conference serves as a vital platform for industry professionals, brands, and affiliates to network, share insights, and drive growth.
Part of the prestigious Eastern European Gaming Summit (EEGS), the Affiliate Conference will take place in Sofia, Bulgaria, on the 25th of November. This event continues to grow as an essential opportunity for those seeking to expand their presence and influence within the affiliate marketing ecosystem.
The new sponsorship packages are thoughtfully designed to provide maximum visibility, targeted exposure, and valuable engagement opportunities for partners looking to connect with a focused and dynamic audience.
Bronze Sponsorship
Silver Sponsorship
Gold Sponsorship
Platinum Sponsorship
Fun Mirror Sponsorship
For more information, please click HERE or visit EEGS website https://eegamingsummit.com/
If you have any questions or would like to discuss customized opportunities, reach out to the organizers at [email protected]
The EEGS Affiliate Conference eagerly anticipates welcoming new partners and making this 4th edition in Sofia the most successful yet.
Affiliate Program News
Let’sBet Partners with NetRefer for its Affiliate Marketing Platform

Emerging US sportsbook operator Let’sBet has partnered with NetRefer, the industry’s leading data-driven, AI-powered affiliate marketing platform, to support the launch and long-term growth of its affiliate programme.
Headquartered in Maryland, USA, Let’sBet is a dynamic new entrant to the regulated US betting market. Built with a player-first mindset, the operator delivers a seamless sports betting experience across all major US and international events – including the NBA, UFC, UEFA Euro Cup and Formula 1– via a mobile-optimised platform designed for both desktop and on-the-go bettors. The brand also offers extensive live and in-play betting options, keeping users engaged in real time.
New players are welcomed with a 100% deposit bonus, and frequent bettors can look forward to being handpicked for the Let’sBet VIP Club – a tiered programme offering access to personal account managers, dedicated promotions, express payouts, and exclusive VIP events such as race days and hospitality experiences.
Licensed by the Maryland State Lottery and Gaming Control Agency and operated jointly by Veterans Services Corporation and Bee-Fee Limited, Let’sBet is committed to delivering a secure, compliant, and intuitive betting environment. Its infrastructure is monitored 24/7 by a dedicated Information Security team, with robust measures in place to protect data and ensure safe, frictionless transactions.
Let’sBet also maintains a strong commitment to Responsible Gambling. Its platform is equipped with a comprehensive suite of player protection tools, including deposit, wager, loss, session, and single-bet limits; timeout periods; and voluntary self-exclusion through Maryland’s state-run programme. These tools are supported by a customer service team trained to guide users toward healthy betting behaviours.
Marcin Doszczeczko, Director of Sports Betting Operations at Let’sBet, commented: “Choosing NetRefer as our affiliate platform provider was a natural step in building Let’sBet into a standout name in the US sports betting market. Their technology gives us the clarity and scalability we need to launch a high-impact programme from day one. It brings together everything we need to grow a successful affiliate operation – clear reporting through ASR 1.0 API and smart, actionable insights from NetRefer CoPilot AI. Just as we’ve built Let’sBet around trust, service, and user experience, we see those same values reflected in NetRefer’s platform and team. We’re excited to grow this partnership together.”
Amanda Camenzuli, Manager of NetRefer’s Account Management team, added: “We’re thrilled to welcome Let’sBet to NetRefer. They’re an operator that blends innovation with a strong sense of player responsibility, they’re exactly the kind of forward-thinking company we’re proud to support. With a growing footprint in the US market, Let’sBet will benefit from our platform’s ability to deliver real-time insights, data clarity, and the flexibility needed to scale sustainably – while also strengthening NetRefer’s presence in this key region.”
This collaboration marks a significant step forward for both companies, combining the momentum of Let’sBet in the US market with NetRefer’s 20 years of experience in affiliate marketing technology. Together, they aim to build a programme defined by transparency, performance, and long-term growth.
Affiliate Success
Casino Guru secures Safer Gambling Initiative of the Year at iGB Affiliate Awards

Casino Guru is proud to announce that it has won the Safer Gambling Initiative of the Year at the iGB Affiliate Awards 2025, for a third consecutive year.
The distinction further highlights the company’s commitment to building a sustainable future for the gambling industry, not only through its dedication to providing players with the most complete, real-time-updated database of online casinos curated by trained experts, but also through its efforts to influence business standards and responsible practices across the sector.
As a leader in informed play, Casino Guru has dedicated a significant portion of its time and efforts to building a casino database that uses safer gambling as one of its core metrics for assessing a brand’s reliability, sustainability, and treatment of customers.
Casino Guru’s Head of Sustainable and Safer Gambling, Šimon Vincze, was excited to share his appreciation for the award: “As someone closely involved in responsible gambling and safer play at Casino Guru, I can say this award is a true testament to our work. We’ve worked tirelessly to leverage our market position to produce tangible outcomes in terms of awareness and impact of safer gambling practices, player complaints, and the availability of blocking software. We are a trailblazer in safer gambling among affiliates, but collaboration with other like-minded companies has enabled us to stay at the forefront.”
Casino Guru could not be prouder of this moment, which once again reinforces the company’s leadership in helping to set safer gambling standards industry-wide.
Daniela Sliva, Public Relations and Creative Projects Director, commented on the distinction: “Winning the Safer Gambling Initiative of the Year for a third consecutive time was an emotional moment and a well-deserved one. Casino Guru has worked tirelessly to establish itself as a leader in promoting sustainable and responsible play. We truly believe we are setting new standards for responsible gambling, not just within the affiliate space, but across the wider industry. Our company ethos places safer gambling at the heart of everything we do, from our Complaint Resolution Center to the Safety Index, and especially through initiatives like the Casino Guru Awards, which further reinforce this commitment.”
Among the achievements that Casino Guru has to be proud of are the Casino Guru Awards, which have established clear competitive guidelines for safer and responsible gambling and distinguish companies that adhere to the Casino Guru’s ethical guidelines and best practices.
Furthermore, Casino Guru established the Gamtegrity platform, which reunites all of the company’s safer gambling projects in one place.
Among Casino Guru’s notable achievements are the Casino Guru Academy, which offers upskilling programs with a focus on responsible gambling, the Global Self-Exclusion Standards Initiative, an active list of partners with some of the leaders in the responsible gambling space, including Mindway AI, and much more.
“An industry-wide commitment to responsible gambling is not only possible: it’s within reach. Casino Guru’s achievement at the iGB Affiliate Awards 2025 is yet another reason for us to double down on our efforts and work even harder to make this vision a reality,” Silva concluded.
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