Affiliate Success
Affiliate Interviews: Håkan Klingén of NicerOdds.co.uk

In this new Affiliate Interview you can get to know a true veteran of the industry.
Name: Håkan Klingén
Age: 48
Hometown: Stockholm
Living in: Sweden
Profession/Job title: Everything at NicerOdds.co.uk
GAV: Hello Hakan, tell us a bit about yourself, we would like to get know the real Hakan, the main person behind Nicerodds.co.uk. What was the main idea of developing this great odds comparison website?
Håkan: I was a professional bettor for many years and needed a tool for odds comparisons. At that time no odds comparison site was good at outright odds or novelty bets odds, so that is my focus.
GAV: We know that you’re active in the industry since the late 1980’s! What were the bumps on your road when you got started and how did you overcome them?
Håkan: Well, I started to place bets at different bookmakers in the 80’s, but you got higher and higher odds for every year… If we talk about my business, I had worked with outsourcing since the 80’s and today it is much easier for you to focus on what you do best and find freelancers to help you with the other things, even if it is small things.
GAV: We have surfed your site and found some high quality content. Are you writing it by yourself or you have a team of people writing for you?
Håkan: Thank you. I have NicerOdds.co.uk in 29 languages and have one freelancer for every language version and some extra for the English one – let’s say one for every sport.
GAV: How do you keep the content always fresh and devoid of clutter when a lot of fluff and nonsense appear on the Internet on a daily basis?
Håkan: Take help with what you don’t have time to do.
GAV: We are sure that you receive daily messages from Affiliate Managers showcasing their products. You of course select them by the brands they work with; but what are your thoughts on how Affiliate Manager-Affiliate relationships should be built?
Håkan: Well, of course it is more fun to answer messages from people I had met. After seven years of affiliate conferences some people has changed company sometimes. What was the question again?…
GAV: How do you see the future of the online betting industry? For instance, will it become a truly global phenomenon in the near future?
Håkan: Yes, some politicians think that if you turn off the crane people stop being thirsty, but we all know that that’s not true.
GAV: How was the affiliate industry when you first got started? Fill us in a bit!
Håkan: I started as an affiliate 1999 and started to focus on iGaming 2003. I think it was in 2007 I first had some contact with an affiliate manager (before that there was most self service by the web for affiliates) and 2009 I started to visit conferences.
GAV: Can you name one change that you want to see in the sports betting / online casino affiliate ecosystem?
Håkan: I am looking forward to even more fun odds on novelty bets.
GAV: What advise you would like to offer to the new affiliates who are looking to venture into this great industry?
Håkan: Focus on what you do best. After 14 years with the same site I still only have 1 site (but in 29 langauge versions). I still have focus on odds, because that is what I know best.
GAV: What is your opinion about Binary Options / Trading ?
Håkan: No one..
GAV: How about the BitCoin?
Håkan: I think peer-to-peer is the future. That doesn’t mean BitCoin will be the winner. Google was not the first search engine…
GAV: Do you attend any iGaming or affiliate conferences? If so, which one is your favorite and what is your most fun experience?
Håkan: I visit Amsterdam every year. I am looking forward to meet everyone there.
GAV: How do you rate the chances of Eastern Europe becoming potential gaming hot-spot of the future? Where do you think the region must improve upon?
Håkan: Sorry. I live up in cold Sweden and have no idea…
GAV: Alright, here comes the fun part…., where would you like to travel in Eastern Europe, some part of the region maybe that you haven’t visited yet and favorite destination around the world.
Håkan: I had never been to Budapest. I am sorry I can’t visit the conference in Budapest this year, but hopefully next year…
GAV: Where you wouldn’t want to travel in Eastern Europe?
Håkan: Haha. I think you should focus on what you do – and don’t on what you don’t do.
GAV: What is your opinion about gamblingaffiliatevoice.com?
Håkan: I work alone from my home so it is very interesting to read about other affiliates and other things on your site.
GAV: Thanks for the interview Håkan, it was a real pleasure. We wish you all the best and enjoy the summer!
If you would like to suggest subjects for future affiliate interviews, be sure to send your suggestions to: [email protected]
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.
Affiliate Success
Casino Guru brings home ‘Casino Affiliate of the Year’ accolade at SBC Awards Europe

The SBC Awards Europe have crowned winners across dozens of categories during the June 12 event at the Hilton Malta in San Ġiljan, Malta, featuring 400 guests, and some of the industry’s best and brightest.
As SBC Awards Europe sought to distinguish the best operators, affiliates, suppliers, payments and game developers across the European sports betting & gaming industry, Casino Guru is proud to announce that the company has won the ‘Casino Affiliate of the Year’ accolade, a distinction that has exemplified the hard work that the team behind the project have put into creating the world’s most complex casino gaming resource.
Casino Guru overcame a competitive field of contestants, proving once again that the company is committed to maintaining its status as a leader in helping players make informed decisions.
Besides developing a highly effective Safety Index that combines big data with human expertise, Casino Guru has also become a foremost authority on complaint resolutions within the iGaming sector, having returned more than $40,000,000 to players, and thus establishing the website as more than an affiliate.
Commenting on this distinction, Casino Guru Daniela Sliva, PR & Creative Projects Director at Casino Guru said: “Winning the SBC Awards Europe in the ‘Casino Affiliate of the Year’ category further reaffirms Casino Guru’s status as the leading authority in complaint resolution, casino evaluation, and helping players make committed decisions. Our brand holds a 360-degree view of the iGaming sector in which we operate, incorporating responsible gambling, a proactive approach, and an uncompromising commitment to stringent evaluation criteria.”
Casino Guru has consistently built an affiliate model that goes beyond simple deal-making, placing an uncompromising focus on players and helping them make informed decisions.
Furthermore, Casino Guru has repeatedly strengthened and enhanced its reviewing practices to guarantee fair general terms and conditions, as well as bonus terms and conditions that benefit the players.
Casino Guru is an outlier in the industry by proactively reaching out to casinos and encouraging them to improve their terms and conditions in order to ensure that players are playing safely and responsibly.
The latest win at the SBC Awards Europe is yet another testament to the tireless efforts dedicated to making iGaming safer for players every day.
Affiliate Success
ReferOn Wins Prestigious “Rising Star Provider of the Year” Category at the AffPapa Awards 2025

ReferOn, a state-of-the-art affiliate management system, has won the “Rising Star Provider of the Year” title at the 2025 AffPapa Awards — a milestone that recognises the platform’s bold innovation and rapid growth in the affiliate tech space.
This award reflects ReferOn’s ability to deliver fast, transparent and scalable affiliate solutions that answer key industry demands. The category highlights the best rising companies in the iGaming and affiliate marketing industries, celebrating innovation and problem-solving solutions.
The AffPapa Awards is an annual event that recognises greatness in iGaming. The ceremony celebrates developments and innovations among affiliates, operators and B2B providers who have raised the bar and set new standards.
Vladyslav Bondarenko, ReferOn’s Head of Product, commented on the achievement, “ReferOn wasn’t built to impress, it was built to solve. From day one, we challenged how affiliate platforms should work, look and feel — because the existing ones simply didn’t. More than a win, this award highlights the value of asking the right questions and building with purpose.”
2025 has been a crucial year for ReferOn, with the company receiving widespread industry recognition and implementing core product developments. Heading into Q3 and Q4, ReferOn is preparing a range of new features and enhancements focused on elevating the user experience and streamlining affiliate operations. The team will travel to iGB Live in London this July ready to share what’s next, meet with partners and discuss how ReferOn is refining affiliate management.
-
Conferences2 weeks ago
EEGS Affiliate Conference Returns – Celebrating Its Fourth Edition as a Key Industry Milestone in Eastern Europe
-
Awards1 week ago
Blask wins Best Tech at iGB Affiliate Awards 2025
-
News6 days ago
The Ethics of Ranking: Can Affiliates Be Both Commercial and Credible?
-
Affiliate Success6 days ago
Casino Guru secures Safer Gambling Initiative of the Year at iGB Affiliate Awards
-
Affiliate Program News5 days ago
Let’sBet Partners with NetRefer for its Affiliate Marketing Platform
-
Conferences3 days ago
New Sponsorship Opportunities Announced for the EEGS Affiliate Conference