Affiliate Industry
Handling Player Disputes with Non-Licensed Operators: Online Poker Case Study
At brick and mortar casinos, poker players can get into all kinds of disputes ranging from the wrong amount of rake taken from a poker pot to someone breaking the rules at the table. The procedure for solving the dispute goes as follows: The floor is called to evaluate the situation and then a final decision.
It’s easy to notice most cases of a player breaking the rules when you have security cameras all over the place. At online poker tables, the situation is different though. You can’t see what the players are doing at their computer while playing cards. Recently, cases like using various tournament hand charts or real-time assistance software during gameplay have been discussed widely in the poker community. While it’s almost impossible to completely prevent those, handling player disputes should be relatively straightforward in case someone is found cheating. You ban the cheater and reimburse lost money to players who have played at the same tables with them.
What if you’re playing on a non-licensed poker room instead? The case gets much more complicated right away. While every operator has interest in protecting their players from cheating at the tables, having any kind of guarantee of that is nearly impossible. Worse yet, if affiliates are working with non-licensed operators as well, they might get into a tough spot if their players lose their money in against colluders or users of RTA software.
In this article, team members of Beastsofpoker.com discuss various aspects of solving player disputes as an affiliate and what kind of safety measures you should have with non-licensed poker operators. Let’s start with monitoring the games:
Monitoring the games for potential risks
The most common cases of fraudulent activity at the online poker felts are collusion and use of prohibited software. The third significant risk is the counter-party risk on unlicensed poker clubs. Depending the rules of the poker room, players might be able to use software like trackers during gameplay but any software that directly assists you in the decision-making is strictly out of question.
Collusion
Detecting collusion is much easier than detecting real-time assistance software usage, especially if the colluders do not use sophisticated strategies to hide what they’re doing. By monitoring a cash game or tournament table for 10-20 minutes, you can usually notice if something doesn’t add up with players’ actions.
Forbidden software
There’s not much you can do as an affiliate for detecting forbidden software unless you happen to play the games regularly and notice weird patterns by yourself. RTA users might try to play on licensed poker sites as well, so this risk is present no matter where you choose to play online poker. The only practical way to prevent your players from getting abused is to make sure the gambling operator has a security team to monitor the games for these cases.
Before you choose to promote a certain brand or an online poker club, it’s recommended to do a bit of research. Browsing through a few internet forums is not enough in this case. You should reach out to players and other affiliates on how it’s like to work with this brand, and if possible, meet the people behind the brand in person. Even after everything seems to click on paper, you might have to give your players a guarantee on their deposits, which can obviously be a big risk. Still, you don’t want to end up in a situation where a player has a dispute and nobody is able to reimburse them or handle the complaint properly.
Leveraging industry relationships to solve disputes
We’ve countered several cases where players have been unable to claim their winnings from a poker room. On licensed poker sites, the cases are usually about the player breaking some of the site’s T&Cs, which results in their winnings being frozen or the operator being shut down due to running out of cash.
While there’s counter-party risk in every business, with non-licensed operators the players will have a hard time to get reimbursed in case the operator runs out of money or refuses to pay a player if they conclude some T&C s have been broken, since there’s no regulatory body to handle the disputes. This leaves affiliates with just one option with player disputes: Negotiating with the operator.
From player’s point of view, having their account opened under an affiliate brings added safety. If something goes wrong with the gambling operator and the player feels like he is out of luck, the affiliate can try negotiating with the operator to get things sorted out. Again, there are no guarantees that the negotiations end up with a satisfying result for all parties involved. Yet, it’s definitely worth a try.
Final words
In general, preventive measures are easier to set in place than and preferrable to handling player disputes & trying to fix damage that has already occurred. As an affiliate, you should be prepared to help your players with any disputes, whether they were abused by other players breaking the rules or an operator confiscating their winnings. Lastly, it’s never a bad idea to keep up-to-date with the latest dispute resolutions procedures by following industry news.
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AffPapa, the ultimate platform connecting iGaming operators and affiliates, has announced the addition of SuperiorShare to its growing directory.
SuperiorShare is an affiliate Programme known for its top-tier marketing solutions. Created by former affiliates, it provides an opportunity to drive traffic to high-converting casinos, expand their reach and earn substantial revenue.
“We are thrilled to begin our partnership with AffPapa. At Superior Share, we continuously strive to align ourselves with industry leaders, and we believe that AffPapa offers an exceptional product that provides significant value to operators seeking growth and expansion opportunities,” SuperiorShare said.
By joining AffPapa’s extensive directory, SuperiorShare gets a chance to reach even more iGaming operators, creating fresh opportunities for collaboration and growth. As both companies aim to connect key players in the industry, the partnership is expected to create significant value for both affiliates and operators alike.
Yeva Avagyan, Head of Commercial at AffPapa, said: “We are excited to welcome SuperiorShare into our directory. AffPapa remains dedicated to creating meaningful connections in the iGaming business, supports growth, and ensures long-term success for both operators and affiliates. SuperiorShare’s addition is another step in strengthening this vision.”
The post AffPapa Signs Deal with SuperiorShare appeared first on European Gaming Industry News.
Affiliate Industry
What Has the Affiliate World Turned Into? The Evolution of iGaming Over the Years
By Dima, Head of Growe Partners
If you’ve been in iGaming affiliate marketing for a while, you will agree with me that things have changed drastically. I’ve been in the industry long enough to remember when conferences felt more like circus shows than business events, traffic quality wasn’t always a priority, and short-term profits were often the main goal. But those days are long gone.
Over the last five to ten years, we’ve seen the industry mature. Flashy gimmicks have been replaced by networking, data-driven decision-making, and long-term partnerships. The game has changed — and so have the rules for success.
From Wild Shows to Professionalism: The Evolution of Industry Events
I remember my first industry events — let’s just say, they were memorable. We’re talking about conferences where organizers brought in wild animals, eccentric performers, and over-the-top entertainment to grab attention. And, honestly, back then, it worked. The industry was still finding its feet, and the focus was more on making noise than making deals.
But if you walk into an iGaming event today, the atmosphere is completely different. The focus has shifted towards high-quality networking, serious business discussions, and insightful panels. Operators, affiliates, and service providers are no longer looking for a spectacle — they want valuable conversations, real partnerships, and data that can help them scale. This shift isn’t just anecdotal; attendance data from major events like iGB Affiliate London and ICE reflects this new industry mindset.
To put the tendencies in the niche perfectly: “The days of pure entertainment are over. Now, events are about meeting the right people, discussing market trends, and sharing insights that actually drive business forward. Everyone wants to learn, not just party.”
This change also reflects growing competition. The industry has matured, and operators expect affiliates to be strategic business partners rather than opportunistic traffic sources. As a result, industry gatherings now prioritize collaboration over spectacle, allowing attendees to gain actionable insights and form meaningful business relationships.
The End of “Quick Wins” and the Rise of Long-Term Partnerships
A decade ago, the affiliate model was simple: drive traffic as fast as possible, cash out, and move on. High churn rates weren’t a problem, and long-term value (LTV) was barely part of the conversation. The goal was short-term profit.
Now, that approach just doesn’t work anymore. Operators have become much more selective. They want affiliates who bring in high-quality players, not just a flood of short-term sign-ups. Retention has become just as important as acquisition, and brands want partners who can deliver sustainable results. Recent trends indicate that operators are increasingly focusing on retention strategies to maintain player engagement and profitability.
Some affiliates have completely overhauled their strategies, moving towards content-driven approaches, CRM integration, and player engagement tactics. Email marketing, push notifications, and tailored offers are now essential tools in the affiliate playbook. The shift to lifetime value-driven metrics means that affiliates must analyze data, optimize player journeys, and work closely with operators to maintain long-term profitability.
Raising the Bar: Quality Traffic Is Now the Standard
It’s not just about partnerships — the standards for traffic quality have skyrocketed. Years ago, some affiliates could get away with gray-hat methods: things like incentivized traffic, bots, or misleading promotions.
Not anymore. Operators are demanding transparency and engagement metrics that actually matter. They want players who deposit, play, and stick around, not just one-time sign-ups.
“We’ve seen a massive shift in traffic evaluation. If your players aren’t engaging, operators will cut you off. There’s no room for low-quality traffic anymore,” commented Mykyta, Head Of Affiliates at Growe Partners. “Everyone is focused on LTV now, and if your traffic isn’t bringing in valuable players, you’re going to struggle to find good deals.”
This heightened scrutiny has led to the decline of black-hat techniques and a greater emphasis on compliance and ethical marketing. Affiliates now invest in data analytics to monitor traffic quality and ensure alignment with operators’ expectations. Some are even forming exclusive partnerships with brands to ensure traffic consistency and build a reputation for delivering high-value players.
The Mobile-First Revolution: Adapting to the New Reality
Ten years ago, desktop traffic dominated. Most players signed up through websites, and mobile gambling was still a niche.
Fast forward to today — mobile is everything. The majority of players now deposit, bet, and interact with brands directly from their phones. Recent studies show that mobile devices account for over 70% of global online gambling revenue, with mobile gambling projected to grow at a CAGR of 11.5% over the next five years.
One thing is clear: if your website, funnels, and marketing strategies aren’t optimized for mobile-first, you’re losing a massive percentage of potential players. Affiliates have had to rethink everything, from ad placements and UX design to the way they track and analyze player behavior across different devices.
AI and Automation: The Affiliate Game-Changer
One of the biggest shifts I’ve seen is how much AI has changed our approach to marketing. Years ago, affiliate marketing was all about manual testing — setting up campaigns, running A/B tests, and figuring things out through trial and error.
Now, AI-driven tools handle campaign optimization, ad targeting, and even content creation. AI can analyze thousands of data points in real-time, adjusting campaigns to find the most profitable audience segments. According to a 2023 report from McKinsey, AI-driven marketing strategies have increased conversion rates by up to 35% for affiliates who integrate them effectively.
“AI isn’t replacing affiliates — it’s giving them the tools to work smarter and make better decisions,” said Anna-Mariia, Affiliate Team Lead at Growe Partners . “Today, AI can generate ad creatives, predict user behavior, and even automate entire campaigns. The affiliates who are leveraging these tools are gaining a huge competitive advantage.”
New Markets, New Opportunities: The Rise of LATAM
One of the biggest industry shifts in recent years has been the explosive growth of Latin America (LATAM). Markets like Argentina, Chile, and Mexico have become prime territories for iGaming, offering huge potential for affiliates who know how to localize their approach. Market data shows that LATAM’s iGaming sector is growing at an annual rate of 20%, outpacing most European markets.
Chile and Argentina, which we are actively working with, have emerged as some of the most promising markets in Latin America. As iGaming adoption continues to rise, these countries present significant opportunities for affiliates who can adapt to local regulatory requirements and cultural preferences. And, of course, affiliates who understand regional payment preferences, player behavior, and localized marketing strategies will have a clear advantage over those applying a one-size-fits-all approach.
What To Expect Next?
Looking back at how the industry has evolved, one thing is clear: affiliate marketing isn’t as easy as it used to be, but it’s more rewarding than ever. The days of quick wins and shady tactics are over. Success now requires long-term thinking, high-quality traffic, and strategic partnerships. Affiliates who embrace AI, mobile-first strategies, and new markets like LATAM will be the ones leading the next decade of growth. The affiliate world has changed, but for those willing to adapt, the opportunities are bigger than ever.
The post What Has the Affiliate World Turned Into? The Evolution of iGaming Over the Years appeared first on European Gaming Industry News.
A lot has changed since the US Supreme Court struck down PASPA (The Professional and Amateur Sports Protection Act of 1992) as being unconstitutional, effectively ending Nevada’s near-monopoly on sports betting in the country. With every US state now free to legalize and launch its own sports betting market, in-person, online, and mobile sports betting grew at a neck-breaking pace.
This explosive growth saw the emergence of ‘affiliate companies’ – marketing agencies specializing in performance marketing and promoting licensed sports betting operators. However, as the market entered a new phase and growth slowed, some affiliates have been seeing mixed results in the past year.
We sat down for a chat with Shmulik Segal, Founder and CEO of Media Troopers, an advertising agency specializing in sports betting and iGaming in North America, to hear his views on the gambling marketplace and what the future holds for affiliates. Segal takes a realistic approach and acknowledges the days of insatiable growth are gone, but he still sees great potential in the market.
Looking at the bigger picture, how bad were things for affiliates in the past year?
Segal: “I won’t tell you the past year hasn’t been challenging for marketing agencies like ourselves. Looking at 2024 earning reports of publicly traded marketing agencies in the gambling industry, the results are a mixed bag, Segal says. “While some of the largest players in the space saw their US revenues drop by over a third compared to 2023, the earnings of others just flatlined.”
What causes you to be optimistic then?
“But on the flip side of the coin, there were also companies that saw double-digit growth in earnings,” Segal compares. “So what does that mixed bag of results tell us? Although the days of explosive growth are over, the market is certainly not on a one-way street. I still see tons of opportunities for companies that are adjusting and doing the right things.”
So what are the main challenges the affiliate market is facing?
“I can divide the challenges into two main categories: objective and subjective. Objective categories would be anything that’s ‘man-made’, such as legislation (new states that open up), increased regulation (restrictions on advertising, increased taxation), the evolution of technology (Artificial Intelligence and further mobile personalization), competition (both operators and other marketing channels and companies), and all other factors that are created by governments, companies, and individuals,” he explains.
“The subjective factors are more geographical or permanent. Let’s take sports betting as an example. According to the American Gaming Association’s state tracker, Out of 51 potential jurisdictions across the country (50 states + Washington DC), 38 have legalized sports betting. However, only seven states have legalized iGaming.”
So, how do you treat these challenges differently?
“As an affiliate, you understand the fundamental difference between the two types of challenges: your level of control. While you can mitigate objective challenges, you must adapt to subjective ones.”
How do you stay relevant as an affiliate amidst these challenges?
“The first thing we must always keep in mind is that we make a living out of providing our customers with additional value, i.e. unique knowledge and expertise that the operator doesn’t have and fits perfectly into its marketing mix. We must provide our customers with a competitive, cutting edge.”
“Case in point: we constantly strive to be ahead of the curve in everything we do. Our technology platform constantly adapts and upgrades to include more powerful AI tools for segmentation, targeting, and personalization. A huge part of our media teams’ job is to look for the ‘next big thing’ be it a fresh marketing channel or a new source that will enable us to expand our reach and tap into new markets.
Our commercial teams work closely with existing and potential operators to find new ways to bring value to players, be it new games, news, or promotions. And it goes without saying that our compliance team takes great care of ensuring we adhere to the highest standards of safe advertising and responsible gaming.”
“But no less important,“ he concludes, “is the operations team that ties all the pieces together and executes everything. That’s one of the biggest challenges, given operations can be slow-moving, we constantly need to improve our execution to keep up with the changes the other parts of the team bring.”
What about other types of challenges? The ones you can’t mitigate?
“When it comes to subjective challenges, however, you have much less control, and this is where companies must brace themselves and adapt quickly. Case in point, there are 38 sports betting states, while a portion of the remaining ones, such as Hawai, Utah, Texas, and California, won’t introduce sports betting or iGaming in the foreseeable future.
With fewer states regulating gaming in the foreseeable future, is the market bound to shrink?
“I don’t see it that way. Long gone are the days when a new market opened every few months. What would you do? You can’t ‘magic up’ more states. But you can certainly adapt and brace yourself to improve and grow your share in existing markets, which is exactly what we are focusing on doing,” he explains. “Along with acquiring new players through new and existing markets, we are constantly looking for new channels that will bring our customers (operators) loyalty and higher lifetime value.”
You are talking about increasing share and value, does that mean there are no new opportunities?
“We see huge potential, with opportunities constantly coming to knock on our door. North Carolina and Vermont were the two new markets that launched in 2024, and we are already seeing a lot of growth there. For example, North Carolina, which only went live with sports betting in March 2024, but by the end of the year, already clinched ninth place in the Top 10 sports betting states, reporting revenues of over $583.
This is why we treat every state as a standalone ecosystem with its unique set of challenges, requirements, and potential. The next exciting challenge (and opportunity) we are preparing for is Missouri, which legalized sports betting at the end of 2024 but has yet to launch. We have already been hard at work since the ballot was approved in November, so we can hit the ground running and start sending our MO sportsbook partners newly depositing customers from day one.
What about organic growth in existing markets?
“There’s certainly that also. While every new state that launches sports betting can potentially bring a spike in growth, we are certainly seeing organic growth and improved results across the board year after year. Take as an example the Super Bowl. In 2025, legal US bets on the Super Bowl grew 10% year-on-year. Or March Madness, on which best are expected to grow 13% from last year.
So, is there still organic growth in existing markets? For us, it’s a big, fat yes.”
Are you planning on staying within the iGaming and sports betting markets in the near future?
“That’s a very good question I ask myself every day, Segal smiles and immediately corrects himself. “Actually, scratch that. I ask myself this question many times over the course of a day in the office.”
He elaborates: “iGaming is tangent to other gaming verticals, and sports betting has an overlap with a whole universe of sports and its related verticals. Every website in these verticals needs traffic, and we know how to provide it. So new opportunities knocking on our door. But how do we capitalize on these without losing our focus and commitment to our core business? We keep our ears and eyes open, but never lose focus.”
The post Affiliates in the US Sports Betting Market – Has The Game Gone Cold? appeared first on Gaming and Gambling Industry in the Americas.
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