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Why Affiliates Must Think Like Product Companies to Stay Ahead

Published

3 days ago

June 10, 2025

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Reading Time: 4 minutes

Many affiliates still rely on simple review websites, where the focus is on driving clicks and conversions through straightforward content. But things are changing. It’s not just about content-based websites anymore.

We now see plenty of companies moving on to building better, smarter products. This trend is changing the game for everyone in the industry.

“Users no longer just want to be simply told where to bet. They want to understand why, and they want tools that help them do it better,” says Borja Imbergamo, Head of Growth & Strategy at BetBrothers. “Affiliates that focus purely on conversions are missing the bigger picture.”

The affiliates who are thriving today are building full-scale platforms, not just websites. They’re creating products. That means tools, interactivity, smart features. Anything that adds depth to the user journey.

European Gaming Congress 2024 (Warsaw, Poland)

In this article we will explore why delivering real benefits to users is crucial for affiliates and what are the ways to achieve that.

Why This Shift Matters

The global iGaming market is forecast to hit $167 billion by 2030. That’s a huge opportunity, but it also means greater competition and higher expectations.

Affiliate marketing is still going to be a big part of that market, but the landscape is moving fast. With the evolution of the industry, and technology in general, customer demands have evolved too. Players need more than just basic guidance now, they’re looking for added value. Affiliates who understand this trend are already exploring new ways to connect with their users.

“Modern players want more than bonus comparisons. They want insights, smart UX, and features that actually help them. At BetBrothers, we’re constantly asking: ‘What will make this user come back tomorrow?’ If the answer is just ‘another review,’ we haven’t done enough,” Borja says.

Implementing a Product Mindset

Focusing on the quality of your product is a must. Companies need to put resources into building better experiences for users.

Initially, it’s crucial to change a mindset to focus on giving players more value. Users are more likely to engage with and return to a website that provides useful tools and features rather than one purely focused on conversions.

Affiliates need to shift from content factories to product-focused companies. That doesn’t mean abandoning content. It means upgrading it through better delivery, experience, and integrated features.

“You can’t just publish to rank. You have to build to retain,” Borja stresses. “That’s where long-term value, and long-term growth, comes from. Affiliates who prioritize focused product development rather than short-term gains will build a competitive advantage. There is a huge revenue potential in iGaming for those who are bold enough to be innovative.”

And it’s not only about the user preferences. Search engines also favor websites that provide utility, not just information. Affiliates who think like product teams will find themselves rewarded in more ways than one.

Rethinking User Experience

User experience is more important than ever. Modern players want fast, clear, and simple interfaces. They don’t want to feel lost or navigate complicated menus.

For affiliates, investing in user experience is key. A great UX builds trust and keeps users coming back for more. The goal is to create a smooth journey from start to finish. And every step of this journey should be as easy as possible.

“If a user can’t find what they’re looking for quickly, they’re gone,” Borja says. “A slick user experience doesn’t just look good, it builds trust and drives engagement. We need to take a fresh look at how we do things and build products that simplify life for the user.”

A simple design goes a long way — clean, intuitive interfaces keep players engaged and happy. Affiliates who prioritise UX create brands that users remember — and return to.

Loyalty Is the Real Growth Engine

Better platforms do more than attract new users. They keep players coming back. When players discover rich features, interactive tools, and content that really brings value, they find a reason to return again and again.

Retention shouldn’t be a priority for operators only. Affiliates must also focus on keeping their audience loyal. When you build a product that players return to day after day, you save on chasing new traffic. Instead, you are building a community based on loyalty to your brand.

“Affiliates have always been closer to the user than operators — that’s our natural advantage,” Borja explains. “We have the chance to build communities based on trust and relevance. Loyalty is a great growth strategy. A returning user is ten times more valuable than a one-time click.”

Whether through social media channels, community features, or consistently high-quality content, the goal is to give users a reason to return. And eventually, become your brand advocates.

Diversifying Content Strategy

Here’s one more thing. Content is still a king and it’s not going to change. But the way you’d want to think about your content strategy should.

“Affiliates need to go beyond reviews and explore what can truly bring additional value to the user,” says Imbergamo. “This can be delivered either in the form of education or entertainment. Think about adding content that will make users keep coming for more. This could be expert guides, how-to articles, analytical pieces, stories of successful players or engaging videos.”

Integration of user-generated content presents an additional opportunity. It creates a sense of community and credibility, and also saves you time.

“We’re seeing a lot of value in expert guides, deep analysis, and storytelling,” Borja notes. “But also in letting users create and contribute themselves. That builds authenticity that is hard to replicate.”

Modern audiences expect more than just information. They want interaction and more than ever — they want to be entertained.

Final Thoughts

Affiliate marketing has always been a key part of the iGaming ecosystem. Operators need quality traffic, and affiliates have been delivering that for years. But to succeed in the future, affiliates have to think about giving more to users and adopt a product centric mindset.

“We’re moving into a new era where the winners will be those who offer real experiences, not just information,” Borja concludes. “Affiliates who embrace product thinking will not only stay relevant — they’ll lead. At BetBrothers, we’re committed to this evolution.”

The era of simple content is over. It’s time to move from traditional review focused websites to advanced, user-friendly platforms.

The post Why Affiliates Must Think Like Product Companies to Stay Ahead appeared first on European Gaming Industry News.

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Atlaslive Analysis: European Gambling Market Enters €123.4 Billion Digital-First Era

Published

2 hours ago

June 13, 2025

Adrienn Sarkany

Reading Time: 3 minutes

Atlaslive, a premier iGaming platform provider, today released a comprehensive analysis of the European gambling market transformation, revealing that the industry’s €123.4 billion revenue base is undergoing unprecedented digital evolution. The analysis, based on latest market intelligence from European Gaming & Betting Association in partnership with H2 Gambling Capital, identifies mobile gaming as the dominant force reshaping player engagement across the continent.

Mobile Revolution Drives Market Transformation

Atlaslive’s analysis reveals that mobile devices now generate 58% of Europe’s online gambling revenue in 2024, with projections indicating this figure will surge to 67% by 2029. This mobile-first transformation represents a fundamental shift in how operators must approach platform development and player acquisition strategies.

“The data unequivocally demonstrates that the future of European gambling is mobile-first,” said Anastasiia Poltavets, CMO at Atlaslive. “Operators who fail to prioritize mobile optimization and user experience will find themselves increasingly marginalized in a market where player expectations have fundamentally evolved.”

Online Gambling Accelerates Toward 45% Market Share

The analysis identifies online gambling as the clear growth engine of the European market, with digital channels expected to command 45% of total gambling revenue by 2029, up from 39% in 2024. This €66.8 billion online market projection represents a 6.9% compound annual growth rate, significantly outpacing the 1.8% growth expected in land-based gambling.

Key growth drivers identified by Atlaslive include:

Casino games leading digital adoption: €21.5 billion in 2024, growing to €30.8 billion by 2029
Sports betting momentum: €13.7 billion online revenue with 6.9% annual growth trajectory
Lottery digital transformation: Strongest growth potential at 7.7% annually, reaching €10.4 billion by 2029

Geographic Disparities Signal Untapped Opportunities

Country-by-country analysis reveals significant market maturity variations across Europe, presenting strategic opportunities for technology providers and operators.

Digital Leaders:

Sweden: 68.3% online share
Finland and Denmark: Both at 68.1% online share
Strong mobile adoption and regulatory frameworks driving digital-first engagement

Growth Markets:

Italy: Europe’s largest market at €21.0 billion with only 21.7% online penetration
Germany: €14.4 billion market with 22.6% online share indicating substantial digital expansion potential
France: €14.0 billion market with significant room for online growth

Strategic Implications for Industry Stakeholders

The Atlaslive analysis identifies several critical success factors for market participants:

For Operators:

Mobile-native platform architecture becomes non-negotiable
Omnichannel integration essential for capturing cross-platform player value
Geographic expansion strategies should prioritize markets with low online penetration

For Technology Providers:

Platform scalability must accommodate sustained high-growth environments
Cross-jurisdictional compliance capabilities increasingly valuable
Mobile-first development methodologies essential for competitive positioning

Market Resilience Demonstrates Industry Maturity

Despite digital transformation, analysis confirms the continued relevance of land-based gambling, which maintains €75.5 billion in 2024 revenue and projects steady 1.8% annual growth. This dual-track evolution demonstrates industry maturity and the enduring appeal of gambling experiences.

“The European gambling market is demonstrating remarkable sophistication in its evolution,” added Anastasiia Poltavets. “Rather than simple digital displacement, we’re witnessing the emergence of a truly integrated ecosystem where online and land-based channels complement and enhance each other.”

To explore the full report, regional breakdowns, and strategic insights for 2025 and beyond, visit: https://atlaslive.tech/blog/the-european-gambling-revolution-euro1234-billion-market-transforms-in-the-digital-age.

This document is provided to you for your information and discussion only. This document was based on public sources of information and was created by the Atlaslive team for marketing usage. It is not a solicitation or an offer to buy or sell any gambling-related product. Nothing in this document constitutes legal or business development advice. This document has been prepared from sources Atlaslive believes to be reliable, but we do not guarantee its accuracy or completeness and do not accept liability for any loss arising from its use. Atlaslive reserves the right to remedy any errors that may be present in this document.

About Atlaslive

Atlaslive, formerly known as Atlas-IAC, underwent a rebranding campaign in May 2024. It is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.

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Clarion to introduce ICE Research Institute to industry opinion-formers as part of AI presentation at Gaming In Spain conference

Published

24 hours ago

June 12, 2025

Adrienn Sarkany

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Reading Time: 2 minutes

A senior Clarion Gaming team led by Director of Industry Insight and Engagement, Ewa Bakun has been invited to speak at the Gaming in Spain conference, organised by Willem van Oort and taking place in Madrid on 26 June.

The presentation which will also see contributions from Clarion Gaming’s Liliana Costa, has the working title AI on ICE – cooperating with the Spanish and global research institutions to understand the impacts of Artificial Intelligence in the sector.

Looking ahead to the event Ewa Bakun said: “The invitation to speak at Gaming In Spain provides a perfect environment to officially introduce the ICE Research Institute which as part of its remit is funding academic exploration of AI ethics and applications in the gambling sector.

“As part of the relocation of ICE from London to Barcelona, Clarion Gaming together with Fira Barcelona have agreed a programme of collaboration with the objective of building a legacy which goes beyond the very significant economic impact of staging the world’s biggest gambling technology show in the city.

“An annual investment fund has been allocated with the ICE Research Institute (IRI) offering grants to scientific and academic institutions to fund research on prevention and sustainability.

“The IRI is investing in research that generates hard data and provides a robust scientific base to inform decision making. Working closely with institutional stakeholders both in Spain and on the international stage the ICE Research Institute will promote cross-border scientific cooperation to ensure the ethical adoption of AI in the gambling industry.”

Gaming in Spain founder Willem van Oort, creator of the successful Gaming in Holland and Gaming in Germany communities said: “Gaming In Spain provides essential business intelligence on the Spanish iGaming market and I am delighted to be able to include Ewa and colleagues from Clarion Gaming to provide an update on the work that’s being undertaken by the ICE Research Institute.

“The vision is to foster closer cooperation between research institutions and the industry resulting in evidence-based decisions and debates. The ethical adoption of AI in gambling is arguably one of the most contentious and topical debates impacting the industry and I am looking forward to learn more about the pioneering work being supported by the ICE Research Institute as part of the ICE Legacy Project.”

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96% of SPFL players know where to find support for gambling issues after EPIC and William Hill sessions

Published

1 day ago

June 12, 2025

Adrienn Sarkany

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Reading Time: 2 minutes

A survey of SPFL players that attended the competition’s new gambling harm prevention education programme has shown that 96% of players are now confident that they know where to seek support if they are worried about their gambling behaviour, thanks to the knowledge provided to them as part of William Hill’s first season as title sponsors.

With the intention of ensuring that players and staff across all four divisions understand the importance of safer gambling, the programme has reached nearly 800 players and a further 160 staff members, as 37 clubs hosted talks during the 2024/25 season from two former professional footballers with their own past issues of gambling-related harm to share.

The two ex-pros – former Wales U21 and Wrexham striker Marc Williams and Scotland-capped former Liverpool defender Dominic Matteo – were seconded to clubs by EPIC Global Solutions; leaders in gambling harm prevention whose client base includes all 72 EFL clubs, MLB teams and the vast NCAA college sports network.

As a result of the sessions, alongside virtually every player now knowing where to seek support if they are worried about their gambling behaviour, 93% confirmed they now have a good or excellent level of awareness of professional athletes’ vulnerability to harmful gambling – an increase from 70% having that level of knowledge before the session.

The same post-session figure – 93% – also believed they had a good or excellent level of awareness around gambling and professional integrity, which rose from 74% before the session.

Neil Doncaster, SPFL group chief executive, said: “These figures show the real impact that EPIC’s gambling harm awareness programme has had with SPFL clubs and its players, which is great to see.

“We’ve had extremely positive feedback from our members on how informative the sessions have been and it’s excellent it has reached so many players and staff members across our game in its first season.

“We’re proud to continue to support this partnership alongside William Hill and look forward to seeing it develop further in the seasons ahead.”

Among the players to take part in the series of talks was Hibernian’s Kieron Bowie, who made his Scotland debut in Monday’s 4-0 win over Liechtenstein. Speaking after hearing how Marc Williams’ professional career was affected by issues with problem gambling, he admitted:

“In this industry, obviously you have a lot of free time; you’re in hotels overnight or you’re away on international duty and you’re left to your own devices, doing whatever on your phone. It’s easy to get roped into that, especially in this environment where there’s a lot of gambling, like cards on the buses and all that sort of stuff, so it’s easily done.

“I think seeing what he went through just reassures that that’s not the path you want to go down.”

The education programme will continue for a second season in 2025/26, with a focus on extending the audience to include SPFL clubs’ academies and women’s squads, as well as engaging with community trusts and supporter groups to ensure the message is also accessible to fans of all 42 clubs.

Per Widerstrom, CEO of evoke, the parent group of William Hill, said: “The education programme is a fundamental element of our sponsorship. It’s really important that we balance the passion of players and fans with gambling responsibly, and I am delighted to see such good progress made during our first year of sponsorship.

“We now look forward to next season and extending the programme to academies, women’s squads and supporters”

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