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How important are partnerships in iGaming?

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TrafficGuard partners with leading online gaming affiliate tracking platform RavenTrack

 

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

G GATE CONF 2026 — June 26–27, Tbilisi

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G GATE CONF (ggateconf.com) will take place in Tbilisi, Georgia — a multi-vertical affiliate conference bringing together industry professionals from around the world in one venue.

The event will be held at Expo Georgia, the country’s largest event hub, occupying four pavilions as well as the open-air space between them. In 2026, the organizers expect up to 7,000 participants from the CIS, Europe, Asia, and other regions.

When and Where

Dates: June 26–27, 2026
Location: Expo Georgia, Tbilisi, Georgia

Event Scale

G GATE CONF is a two-day event with a rich business and networking program:

  • 2 stages featuring industry speakers
  • 100+ company and service booths
  • 50+ zones and activities for networking, learning, and relaxation
  • Open-air zones for informal networking

Some formats are developed exclusively by the G GATE team specifically for the conference and are not repeated at other events.

Who Attends

The audience of G GATE CONF 2026 includes:

  • Media buying teams and solo arbitrage specialists
  • SEO specialists and agencies
  • Company owners and C-level executives
  • Advertisers and CPA networks
  • Affiliate market service providers: payment solutions, trackers, anti-detect browsers, proxies, creative agencies

Verticals

Main conference verticals: iGaming, White Hat, Crypto & Finance
For the first time at G GATE CONF, the following verticals will be featured: Dating, Adult, mVas, Sweepstakes

Each vertical will have dedicated activities and engagement formats to help participants quickly find relevant contacts and solutions for their needs.

Special Projects and Activities

In 2026, the conference will include 7 special projects, such as:

  • PITCH — a startup competition for launching and scaling affiliate industry projects
  • G GATE AWARDS — an industry award with a gala dinner honoring companies and market leaders
  • Merch Shop, SEO Shop, Match Point, and other interactive formats

Special attention is given to the afterparty, a large-scale evening event featuring headliners and dedicated networking zones, including VIP areas.

Why Attend

G GATE CONF focuses not only on content but also on the density of valuable contacts. The conference brings together multiple verticals and formats in one place, allowing participants to:

  • Achieve partnership goals
  • Discover new traffic sources and services
  • Connect with industry professionals beyond the standard “booth-card” format

Tbilisi was chosen as a convenient meeting point for participants from different countries, and the summer dates allow for a seamless combination of work, leisure, and networking.

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Affiliate Announcements

Management Buyout Successfully Completed at ReferOn

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Management Buyout

ReferOn, an affiliate management platform for the iGaming sector, today revealed the successful conclusion of a management buyout. Former General Manager Alex Bukin purchases the platform, moving the company into its next stage of independent growth. Bukin will take on the position of Chief Executive Officer (CEO) to advance the company.

Assessing the platform’s path three years after its launch, Alex Bukin, CEO of ReferOn remarked: “This is a significant moment for ReferOn and marks the start of a new phase for the company.” The management buyout offers us the long-term perspective needed to consistently enhance the platform. We uphold our dedication to product development, enhancing our solutions for partners, and facilitating ReferOn’s ongoing expansion in significant markets.

The acquisition comes after a significant phase of advancement for the firm. Established on a base of operational effectiveness and scalable technology, ReferOn persists in expanding its footprint throughout the industry. In its initial year, the platform announced 35.7 million clicks, 2.4 million sign-ups, 18,000 affiliates, and 136,000 active trackers. The company’s extensive range of tools enhances flexibility for operators and affiliates, generating momentum that recently led to ReferOn being recognized as the “Best Affiliate Platform” in 2025 and 2026 by key industry players.

This change will not impact daily operations; assistance and current collaborations will continue as normal. As part of its continuous growth strategy, ReferOn is enhancing its product lineup with the introduction of new features, such as Refie, the integrated interface layer of the platform. The platform continually improves user experience and security via dynamic reporting, Company Grouping, Sub-Affiliation, Independent Deal Calculation (IDC), two-factor authentication (2FA), and thorough mobile optimization.

To maintain operational continuity, the current leadership team stays intact, guaranteeing stability as the company moves into its next phase of growth. With Bukin’s appointment as CEO, Vlad Bondarenko has moved from Head of Product to Chief Product Officer, and David Harris, who was previously Operations Lead, has become Chief Operations Officer. As the organization embarks on its next phase, it continues to prioritize equipping operators with top-tier tools and a dedication to providing the future of affiliate management.

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News

Sports bettor Kwiff supercharges its affiliate strategy with new RavenTrack partnership

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Sports bettor Kwiff supercharges its affiliate strategy with new RavenTrack partnership

Kwiff, the pioneer of the “supercharged” betting experience, has officially announced the appointment of RavenTrack as its primary affiliate tracking provider. This strategic partnership aims to enhance Kwiff’s affiliate operations through RavenTrack’s advanced platform-as-a-service (PaaS) technology.

By integrating RavenTrack’s sophisticated tracking solutions, Kwiff intends to streamline its affiliate program management, ensuring greater transparency, accuracy, and efficiency for its growing network of partners.

The move comes as Kwiff continues to scale its presence across the UK and international markets, leveraging its unique algorithm that randomly supercharges any bet, regardless of the sport or market.

“From our very first conversation, it was clear that Kwiff were looking for more than just a tracking platform, they needed a partner who could genuinely match their ambition and long-term strategic vision. We’re truly grateful that Kwiff chose RavenTrack in what was a highly competitive process, and I’m personally proud to have helped bring the partnership together,” said Kate Scowen, sales and growth manager at RavenTrack.

“The first few months of working together have already been fantastic, and it’s been a real pleasure working with their team. We’re excited for what’s ahead and look forward to building a strong, long-lasting relationship together.”

Jack Milner, campaign manager at Kwiff, commented on the partnership, saying: “RavenTrack came highly recommended and with a strong track record within the iGaming sphere. We have enjoyed a fantastic start, working with their brilliant and incredibly helpful team and I look forward to a long and fruitful partnership together.”

The collaboration aligns with Kwiff’s recent period of rapid expansion. RavenTrack’s reputation for providing high-performance tracking and exceptional customer support was a decisive factor in the selection process. As an industry leader in affiliate tech, RavenTrack will provide Kwiff with the robust infrastructure required to manage complex data sets and optimise ROI for its affiliate channel.

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