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How Will Gambling Affiliates be Affected by Rule Changes in the UK?

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As the iGaming market in the UK has grown exponentially since 2010, we’ve also seen associated money-making opportunities emerge in the sector.

For example, the most successful gambling affiliates can earn in excess of £20,000 per month when ranking well for competitive search volume keywords, simply by promoting a particular casino brand through their site.

However, given the recent proposals aimed at safeguarding players in the iGaming market and the wider impact of Brexit on the European gambling industry in the UK, the future for affiliates has become uncertain. But how will they be affected by any rule changes?

 

Exploring Current Affiliate Restrictions

During the House of Lords Select Committee meeting on the Social and Economic Impact of the Gambling Industry in February, delegates discussed a wide range of measures to help protect vulnerable and underage gamblers.

They also entertained the ambitious proposals by the All-Party Parliamentary Group (APPG) for Gambling Related Harm, which included measures such as a £2 online slots betting cap and a comprehensive review of the licensing criteria imposed on operators.

Another key topic for discussion was the role of affiliates, and more specifically how operators feel about regulating these entities and the way in which they advertise to their customers.

Currently, there is a clear rule which makes operators liable for the actions of their affiliate partners, with this having been in place since the last review of the market in 2018.

This rule created a sense of accountability amongst operators and made them directly responsible for the marketing activity (and breaches) of their affiliates, resulting in a slew of financial sanctions for brands across the board.

This was also part of a wider drive to curb the publication of misleading information on affiliate sites, which could occasionally be utilized to target vulnerable or underage players.

Aside from misleading advertising, this body of rules and wider regulatory framework also covers specific database practice requirements, including the requirement to demonstrate explicit consent for any person who happens to be on an affiliate’s email marketing list.

By attempting to control sponsored iGaming messaging in this way, both the UK regulator and the government caused a considerable splash in the affiliate market.

For example, Sky Bet closed their affiliate program completely after the new rules were imposed, while a host of other market-leading operators listed on mybettingsite.uk ceased to partner with their most inefficient and untrustworthy affiliates.

This also contributed to the significant spike in mergers and acquisitions in the iGaming market during 2018/19, so it should come as no surprise that stakeholders are watchful in the event that new affiliate laws are passed.

 

So, What Does the Future Hold for iGaming Affiliates?

The main worry here is that the previous measures clearly have not resulted in the level of control and conformity that regulators would like, which is why alternative (and potentially stricter) measures may be under consideration.

In fact, the most logical and likely move would be to see the government (in conjunction with the UK Gambling Commission) attempt to regulate affiliates and their activity directly.

In theory, this could broadly follow the US model, where sports betting affiliates are required to register or license their operations in full before deals can be struck to promote online sportsbooks and iGaming brands.

This would not only potentially result in the formation of a new and standalone regulatory body, but costs may also be introduced to create a barrier to entry for new affiliates and make the practice less profitable for rogue operators.

Just as in 2018/19, any new rule changes could also trigger another wave of mergers and acquisitions.

In this instance, such strategic moves could well help smaller operators to absorb increased operational costs, while enabling larger corporations to strengthen their market share.

On a fundamental level, however, any new rule changes would require operators (and, to a lesser extent, affiliates) to boost their legal representation, in order to help minimize regulatory costs and pay for any external legal support that may be required.

These challenges will be compounded by Brexit, particularly for UK operators who may also be struggling with the increased RGD levy and other regulatory restrictions.

So, all stakeholders will be waiting with bated breath in the coming months, to see which of the new iGaming rules and regulations are likely to impact on the lucrative practice of affiliate marketing.

 

 

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Awards

Blask wins Best Tech at iGB Affiliate Awards 2025

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Blask wins Best Tech at iGB Affiliate Awards 2025

 

Blask, the data-driven analytics ecosystem transforming iGaming oversight, has been named ‘Best Tech’ at the prestigious iGB Affiliate Awards 2025 in London.

The win underscores the platform’s transition from a promising startup into an industry mainstay.

Launched publicly in May 2024, Blask has already secured two major accolades: SiGMA Asia Startup Pitch 2024 and Startup of the Year at the Starlet Awards, making this the third milestone in its brief yet impressive journey.

“Winning this award proves that Blask has outgrown its startup roots and become a data-first iGaming institution,” said Max Tesla, CEO and co‑founder. “We’re continuing to build out the platform, and with the recent launch of Blask Games, we now offer Game Visibility Rank across casino titles. No guesswork, just transparent, repeatable insights.”

Blask is now used by some of the biggest operators, affiliates and suppliers in the iGaming industry, providing real-time, data-driven market intelligence as well as a competitive edge in more than 60 markets worldwide.

The platform is regularly updated with new features and functionality.

Last month Blask Games was added, giving operators, affiliates, and analysts access to granular intelligence around game placement within casino lobbies.

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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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