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Why Gambling Affiliate Companies are Key for Smaller American Sportsbooks

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Why Gambling Affiliate Companies are Key for Smaller American Sportsbooks

 

As online sports betting continues to expand in the United States, gambling affiliate companies in the country are also growing in number.

The primary objective of affiliate companies is to earn their own small share of the multi-billion dollar market, but they also play a big role in helping new and smaller sportsbooks find their feet in the industry.

The American sports betting market is dominated by a handful of sportsbooks, with FanDuel alone owning about 50% of the market. DraftKings and Caesars are also solidly placed on the podium, making it very difficult for new operators to break through.

This is where gambling affiliate companies come in. Partnering with affiliate sites is a financially-prudent way of online marketing, as the cost is often directly related to the success of the campaign.

Swedish-based affiliate company Leadstar Media is one of many European companies that have turned their focus on the American market, launching a wide array of US focused products, including bonus comparison site, Betting Bonus USA.

Lee Cooper, editor-in-chief at Betting Bonus US, believes affiliate sites are important to all sportsbooks, but even more vital to new and smaller operators.

“For established sites like FanDuel and DraftKings, it is all about consolidating their positions at the top of the market”, he said.

“They have got the big bucks to run sponsorships and advertisements, but they also want to be on top of every list and not give room for complacency”.

“Many smaller operators don’t have the financial muscle to compete with the big guys, and rely heavily on affiliation to get customers and push their brand”, Cooper observed.

Having already enjoyed great success in other countries like Brazil and the United Kingdom, where they send thousands of new players to their partners on a monthly basis, Leadstar Media are confident of having similar success in the United States, considering the enormous potential of the country.

“We have invested a lot of quality resources into the United States, and are beginning to reap the dividends of all that effort”, Cooper stated.

The American gambling market is already quite big, but it is still nowhere near its full capabilities. Sports betting is now legal in some capacity in over 30 states, but significantly fewer states in the country allow online casino gambling.

With more states set to open their doors to the different forms of online gambling, there are many more new customers to be had. This again highlights the importance of affiliate gambling sites to smaller operators in the American market.

It is difficult enough for a new operator to break into the American market, given the different regulations across the states and fairly high licensing fees and taxes. It is even more difficult to usurp the established order and run the business profitably.

The big players look set to keep hold of their positions for the foreseeable future. They’ve already amassed a lion share of the gambling revenue, and are in a vantage position regarding advertising.

Gambling affiliate sites offer a more level playing field for the smaller operators to rub shoulders with the current market leaders and compete for customers. It’s a much fairer fight for the newbies!

Conferences

EEGS Affiliate Conference Returns – Celebrating Its Fourth Edition as a Key Industry Milestone in Eastern Europe

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EEGS Affiliate Conference Returns - Celebrating Its Fourth Edition as a Key Industry Milestone in Eastern Europe

 

Building on the success of previous years, the EEGS Affiliate Conference is set to host its fourth edition, reaffirming its position as the leading event dedicated to affiliates, affiliate managers, and industry partners in Eastern Europe.

The conference will take place on 25th November in Sofia, Bulgaria, as a key accompanying event to the Eastern European Gaming Summit (EEGS). It provides a premier platform for affiliates to connect, share insights, and drive growth within the rapidly evolving gaming and entertainment sectors.

Since its launch, the EEGS Affiliate Conference has attracted over 150 top-tier affiliates, affiliate managers, and industry stakeholders from across Europe. It serves as a vital hub for networking, strategic partnerships, and the exchange of innovative ideas, enabling attendees to maximize their success in a competitive market.

The upcoming edition promises to be even more impactful, featuring engaging panel discussions, expert-led presentations, and exclusive networking opportunities tailored specifically for the affiliate community. The event will culminate in a lively networking party, offering attendees a relaxed environment to forge new collaborations and strengthen existing relationships.

As the only dedicated affiliate conference in Eastern Europe, this event offers unparalleled visibility for brands and affiliates seeking to expand their reach, share best practices, and stay ahead of industry trends.

EEGS also offers premium sponsorship opportunities designed to elevate brand presence and maximize exposure. Interested parties are encouraged to stay tuned for sponsorship details or contact the organizers directly at [email protected].

Mark your calendars for the upcoming EEGS Affiliate Conference in Sofia, Bulgaria, and seize the opportunity to connect with industry leaders, share insights, and explore new avenues for growth and innovation. The program and registration details will be announced soon. More updates will be shared shortly!

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Affiliate Announcements

Discover Affigates: BetConstruct’s Innovative Affiliate Network for the iGaming Sector

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Discover Affigates: BetConstruct's Innovative Affiliate Network for the iGaming Sector

 

Industry powerhouse BetConstruct is announcing the official launch of Affigates, a full-scale affiliate ecosystem that is set to redefine how operators and partners connect in iGaming.

 

What Sets It Apart?

Affigates brings affiliate software, affiliate program management, and a performance-tested network under one roof, designed from the ground up for scale, speed, and smarter growth.

From AI-aided management to a proprietary scoring system that filters the noise and finds real partners, Affigates removes the friction and delivers results that actually move the needle. With over 4500+ affiliates630+ active partner operators, and access to more than 30 million players, the ecosystem is already making a significant impact.

 

See It First at iGB L!VE

Affigates is making its global debut at iGB L!VE in London, where the sharpest minds in iGaming converge. You will find the ecosystem in action at its own stand, C40, as well as the dedicated team behind it.

Catering to both ready-to-scale operators and affiliates aiming higher, Affigates is here to deliver the affiliate solution the industry has been waiting for.

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Affiliate Announcements

Affilka by SOFTSWISS Unveils Updates for Affiliates

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Affilka by SOFTSWISS Unveils Updates for Affiliates

 

Affilka by SOFTSWISS, an award-winning affiliate management software platform, has announced a suite of new product updates for the affiliates. The latest release introduces a Traffic Report with advanced clicks analytics, an API for extracting campaigns and tracking links, and a sub-affiliate NGR-based revenue share model. 

Traffic Report: In-depth Click Analysis

This new Traffic Report focuses on detailed click-level analytics, offering in-depth insights into clicks, registrations, deposits, and conversion rates such as click-to-reg and click-to-FTD – all in one place. It includes several key features for flexible data analysis:

  • Multi-dimensional filtering and data grouping: The report enables users to filter and break down the data into granular views across multiple dimensions, offering detailed insights by traffic source, campaign, country, device type, IP address, and more. Notably, click data is transferred to the report in real time, providing instant visibility into user activity.
  • CSV data export: The report supports one-click CSV export, allowing affiliates to easily download raw data for offline analysis or sharing.
  • Historical data access: Affiliates can review traffic statistics from 1 January 2023, enabling year-on-year comparisons and long-term trend evaluation.

Gleb Bichan, Product Lead at Affilka by SOFTSWISS, comments: “At Affilka, we know how crucial it is for operators and affiliates alike to make data-driven decisions. That’s why we’re introducing tools like the Traffic Report to help partners become more productive and uncover new insights faster.”

API for Marketing Campaigns and Tracking Links 

In addition to the existing Reports API, affiliates can now access data on their marketing campaigns and tracking links directly via API, allowing for automated data extraction and custom integrations. With this API access, users can retrieve up-to-date lists of marketing campaigns, promo codes, and related performance metrics directly via API calls. This improvement helps Affilka clients automate their reporting workflows and integrate affiliate data with external BI tools, reducing manual effort and ensuring timely access to key information.

New Sub-affiliate Revenue Share Model 

Responding to client feedback, Affilka’s team also features a new sub-affiliate reward type. This allows affiliates to earn a commission based on the Net Gaming Revenue (NGR) generated by players referred by their sub-affiliates, offering a more direct revenue-sharing approach. By aligning earnings with the actual revenue brought in by sub-affiliates, the update incentivises collaboration and gives experienced affiliates a stronger stake in mentoring their referred partners.

Gleb Bichan adds: “For us, it’s important that affiliates not only use the product but also feel it’s built with their real needs in mind. We regularly gather feedback and implement improvements that make daily workflows more transparent and efficient. Features like the Traffic Report, API access, and new reward types are direct responses to partner requests – and we’re not stopping there. We plan to introduce even more tools designed to simplify affiliate operations, so stay tuned for upcoming updates.”

Affilka by SOFTSWISS will be presented at iGB in London from 3 to 4 July 2025. Attendees of the event can learn more about new features directly from the Affilka team and see how these innovations support better affiliate programme management.

 

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.

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