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Why Live Betting is the Way to Go for Sports Fans

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Live betting has been commonplace on European and Asian online betting sites for over a decade, but it’s something that many Americans are only just discovering. Another introduction to the North America market are the great offers you can find like this BetMGM bonus code for our Pennsylvania readers.

With this in mind, it was high time sports brought about that same innovation and excitement, which has been arguably introduced through the wonders of live betting.

Here are a few reasons why live betting is the best option for knowledgeable sports bettors.

React to the Game

Live betting lets you react to the market as it unfolds.

Let’s imagine, for instance, that there’s a match between Team A and Team B. It’s a tough one to call and you’re not sure where your money should go.

Rather than just throwing your money at a risky wager, you can wait for the game to start, see how things progress, and then place your bet in-play.

Alternatively, you can wait until later in the game and wager on specific outcomes. If Team A is losing but you think that they will turn things around, that’s where your wager can go.

Other reactionary wagers include angry players you think will inevitably be ejected or in-form players who seem destined to score a goal/touchdown.

It’s the “put your money where your mouth is” opportunity that all sports bettors have been waiting for. Watch the game, process the action, predict the outcomes, and make your wagers accordingly.

Cash Out Winning and Losing Bets

One of the best features of live betting is something known as a “cash out”.

As an example, if you’re wagering on a tennis match and Player A has a 2 set lead, you can cash out and take a sizable share of the spoils. Player A has a comfortable lead and has nearly won the match, so the live odds will have shortened. A cash out basically splits the difference between the odds you placed pre-match and the odds available at the time.

If Player A throws it all away, it doesn’t matter as you’ve already cashed out.

This option is great for nervy players who would rather collect the money than sit on the edge of their seat for the remainder of the game. It’s also good if you feel like your bet is starting to slip away and sense there might be a comeback.

It’s not just for winning bets, either. You can also cash out a losing bet, although in this case you’re simply limiting your losses rather than securing a guaranteed win.

Change Your Mind

You have a big wager on Team A and things are going in your favor, but you suspect that everything will turn sour and the game will be flipped on its head. Now what?

With live betting, you can simply cash out your current wager and then place the money from that bet on the opposite outcome.

Of course, there is a risk involved with all wagers and regardless of how confident you are, there are no guarantees. However, if things work in your favor and you make the right wagers, live betting offers endless potential.

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Affiliate Success

ReferOn Shortlisted for “European Corporate Services Supplier” Category at EGR EUROPE Awards 2026

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ReferOn Shortlisted for “European Corporate Services Supplier” Category at EGR EUROPE Awards 2026

ReferOn, the next-gen affiliate management platform, has been named on the EGR Europe Awards 2026 shortlist in the “European Corporate Services Supplier” category, recognising the platform’s solutions that help real operators with their operations and growth.

Continuing 2025’s Momentum

The nomination reflects a busy 2025 for ReferOn, one that was highlighted by significant product updates, rapid growth, and an ascent to becoming one of the most recognised affiliate management platforms in the industry.

Going into the new year, the ReferOn team has ambitious plans to accelerate this positive momentum by scaling alongside its growing partner base with advancements to its product vision around clarity, transparency, and ease of use. The EGR Europe Awards 2026 marks a pivotal start to 2026, and an award win demonstrates that the platform’s direction truly resonates with operators and affiliate managers worldwide.

Refie’s Human Impact

Refie, the platform’s human layer, transcends a mere surface-level companion. It hops around dashboards and workflows, providing relevant assistance, such as fixing reward logic, identifying anomalies, and making suggestions to the user.

In 2026, ReferOn plans to enhance Refie’s functionality with advanced platform gamification, engaging users and transforming how affiliate managers interact with their day-to-day operations. These developments will pave the way for personalised, smart intelligence on the platform and set an industry standard for affiliate tech.

Alex Bukin, General Manager, commented on the nomination and plans for 2026, “ReferOn made great strides in the past year, with major product developments, key recruitments, and a rapidly growing partner base. With this growth, our expectations have risen, and we want to establish ourselves as a platform that accelerates affiliate tech across the board. Being nominated for the ‘European Corporate Services Supplier’ category solidifies our ambition and is a meaningful start to our new year. With Refie driving more innovation, we look forward to driving our goal of transparency, clarity, and customer-facing features even further.”

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Conferences

Aff.Tech Wraps Strong ICE & iGB Affiliate, Earns AIBC Eurasia Shortlist

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Aff.Tech Wraps Strong ICE & iGB Affiliate, Earns AIBC Eurasia Shortlist

Aff.Tech, the affiliate management platform by GR8 Tech, closed out ICE and iGB Affiliate Barcelona 2026 with over 30 meetings—connecting with new prospects, aligning on growth plans with existing partners, and visiting client booths to celebrate their recent wins firsthand.

Market Signals That Match the Roadmap

Across both events, several themes dominated conversations: AI-driven automation across affiliate operations, heightened focus on compliant and transparent tracking, demand for flexible commission structures, and a clear shift from short-term acquisition toward long-term, value-driven partnerships.

For Aff.Tech, the signals validate recent product direction. Updates showcased at ICE—including new fixed-fee commission plans for tighter budget control, a third-party CRM integration API, and redesigned reporting for real-time performance visibility—speak directly to what operators said they need: infrastructure that supports diversified affiliate ecosystems without the operational drag.

The conversations at ICE confirmed what we’ve been building toward,” said Mariia Shmelova, CEO of Aff.Tech. “The industry is moving away from short-term acquisition thinking. Operators want partnerships they can measure, manage, and grow over time—and they need platforms that make that sustainable at scale. That’s the direction we’re committed to.

Industry Recognition Follows

Shortly after the event, Aff.Tech was shortlisted for Best Affiliate Software at the AIBC Eurasia Awards 2026—recognition that aligns with the momentum the team is carrying into the rest of the year.

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N1 Puzzle Promo by N1 Partners Named Best Advertising and Marketing Campaign at the European iGaming Awards

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N1 Partners is proud to announce that N1 Puzzle Promo has been awarded Best Advertising and Marketing Campaign at the European iGaming Awards, recognizing the campaign as one of the most impactful and innovative marketing initiatives in the iGaming industry.

The European iGaming Awards celebrate excellence across the European iGaming industry, honoring companies and projects that demonstrate outstanding performance, creativity, and contribution to the sector. 

N1 Puzzle Promo stood out as a large-scale global affiliate marketing campaign that became one of the most visible and performance-driven initiatives in iGaming in 2025. Built around a competitive, leaderboard-based mechanic, the campaign featured a total prize pool of €500,000, with a Robinson R22 helicopter as the ultimate reward. This ambitious concept motivated affiliates worldwide to actively scale traffic and compete for top positions across multiple Tier-1 markets.

The campaign was supported by a strong and continuous online presence throughout the year. N1 Puzzle Promo was actively promoted via leading iGaming media, digital advertising, and social media channels. This ensured consistent 360-degree exposure across all key touchpoints, keeping both existing partners and new affiliates highly engaged. The campaign drove sustained activity across Tier-1 and growth markets, with affiliates increasing their monthly FTD volumes by 150% in 2025 compared to the previous year.

The campaign culminated in a grand final party and winner announcement event in Barcelona, where top-performing partners gathered to celebrate the results together. This transparent and public conclusion reinforced trust, credibility, and community within the affiliate network, transforming months of competition into a shared industry milestone.

“Winning Best Advertising and Marketing Campaign at the European iGaming Awards is a powerful validation of our vision for N1 Puzzle Promo,” said Alexa Bond, Head of Affiliates at N1 Partners. “This wasn’t just a promo, it was a global journey that united partners and drove strong, measurable growth. We’re grateful to our partners and proud to set a new benchmark for affiliate marketing in iGaming.”

This award further strengthens the position of N1 Partners as a team that consistently delivers bold, high-impact marketing solutions and continues to set new benchmarks for affiliate campaigns in the iGaming industry.

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