Affiliate Industry
Exclusive Q&A with Marinos Shiapanis, CEO of Campeón Gaming Partners
We shall begin with the iGB award. How do you feel after winning this award? Had you expected this award?
We really didn’t. This was our very first time being nominated at the iGB Affiliate Awards and, given the fact that the competition was really high, we were not expecting to hear our name. Needless to say, we were – and we still are – overwhelmed and very excited. It was a team effort, and this is why we celebrated as a team after receiving the award in London.
This is the first time Campeon has been nominated for iGB Awards. And you hit the bull’s eye in the first instance itself. How do you see this honour: as a reward of your hard work or as a stepping stone for future innovation?
I think it is a little bit of both: it is definitely a reward and a recognition of the whole Campeón Gaming Partners team’s hard work and effort, but, at the same time, this is a stepping stone for us to do more, invest more in innovation, expand and further develop across all sectors. The whole team, and especially the Affiliate & Partnerships team, really devoted themselves to the company and they are the reason we have managed to win this award. Such an award is extremely important for us, as it shows how far we have gone in such a short period of time; we have managed to slowly establish ourselves in the iGaming industry, become a familiar face for affiliates in the market, expand our network and grow as a team and a brand. However, winning this award doesn’t mean we stop here; this is not just a motivation for us, but an obligation as well to work harder, focus more and deliver even better results. I think you will hear more of us the coming months.
The award recognises how Campeon stood out in terms of “transparency, inclusiveness and continuous support”. What are the things unique to the affiliate program of Campeon Gaming Partners?
Since the beginning, our vision was to create an affiliate program that would not only attract affiliates, but it would also keep them engaged. We started off with a small network and as we were building it up, we were also improving our program. Today, our network is comprised of over 1,000 affiliates and our affiliate team has managed to establish personal relationship with each and every one of them. To us, it’s crucial to put a face to the name; it’s not just about numbers, it’s about having a person who you know will listen to you and deal with your issues no matter how big or small. This is our way of thinking: we treat each affiliate’s request as equal, and I believe that our affiliates appreciate this.
In early 2019, our team dedicated themselves into redesigning the program’s strategy, aiming at building stronger, more interpersonal relationships with our partners, and providing them with better models in order to maximize their profits. At the same time, we optimized the affiliate experience, from the registration of the player, all the way to the affiliate statics’ analysis we have successfully merged, integrated, and incorporated all of the Campeón Gaming Partners’ brands into new platforms, ensuring that no affiliate activity was ever disrupted.
The award also mentions how Campeon offered tailor-made program to the affiliates. Could you shed more light into the deeply customizable affiliate programs of Campeon Gaming Partners?
Each affiliate has his or her own needs that looks into serving through a program. At Campeón Gaming Partners, we understand that, and every time we onboard an affiliate, we go into deep discussions with him or her to understand what they are looking for in our program. I think the most important fact for our affiliates is that we assign them their very personal point of contact, who is there for them whenever they are in need. So, when we onboard a new affiliate, we first assign him or her their point of contact, who makes sure to talk to him or her, understand his or her needs and goals and together they create a program tailor-made to the affiliate’s needs.
What are the qualities that you look forward to in an affiliate? Not all affiliates are likely to become successful, right? Based on your experience, what separates the successful affiliates from the rest?
We want our affiliates to treat us the same way we treat them: with respect and transparency. We always do our best to accommodate our affiliates’ needs, so we are looking into building partnerships based on trust. I think this is the most important part for us.
Regarding the second part of your question, I believe that definitely industry knowledge and audience play a significant part in separating successful affiliates from the rest. But besides these, I think that players are looking for affiliates who will be honest with them, affiliates they can trust; I believe it is the only way to build up a players’ audience.
New new social media platforms are increasingly micro-targetting the end customers and automated CRM tools are getting more and more advanced. In this scenario, how do see the future of affiliate marketing evolving?
I believe that affiliate marketing is already changing and with these new tools it will change even more in the future. We are now entering a new era: the digital and customized era. Customers are increasingly becoming more and more demanding; they now know they don’t have to compromise anymore with mass solutions, so they are asking for customized ones. They demonstrate their needs and preferences and demand for an experience tailor-made to them. I believe this is where affiliate marketing will focus in the future, and all the new or upcoming tools available, will give us the advantage of analysing the customers’ behaviours and providing the best solutions to them. Affiliate marketing of the future will evolve around customized player’s experience, in my opinion.
Finally, tell us about any big announcement in the near future. Expanding to more countries? Launching or integrating new products? Or a new marketing campaign? Our readers will be eager to read something first here.
A couple of weeks ago, we launched our first Pay N Play platform for the Scandinavian market, SvenPlay. In a few days, we will be launching our brand new, themed platform, Sons of Slots. This is a challenge for us, as it will be the first time we are introducing such a themed platform to our players. The Sons of Slots story goes back to the motor gangs of the US and it all evolves around that; rough street battles, leather jackets and ripped jeans, long hair, and endless road trips on their Harleys. This is what inspired us and we wanted to bring something very exciting to our players. Entering the Sons of Slots platform, our players will be transferred to a new world, the world of American motor gangs; they will play their favorite games in a new, adventurous environment, with exciting features, which will take their gaming experience to a whole new level. To bring this project to life, we have invested heavily in technology and this is why we partnered with a major agency, MaxCreate, specialized in bespoke front-end design, in order to be able to offer more flexible and versatile platforms to our players and to our affiliates.
I think 2020 is our year, and people will hear more of us: exhibitions, PR, awards… We will make it happen.
Ivan Kraynov, co-founder of Boomerang Partners, is stepping away from the company to focus on new investment projects across various industries. Boomerang Partners, a dynamic global brand, will continue its growth trajectory by expanding its market share and reaching new industry heights.
Since co-founding Boomerang Partners in 2020, Ivan Kraynov has played a key role in shaping the company’s strategic direction and driving its growth.
“Looking back over the past five years, I’m truly proud of what we’ve accomplished so far — from forming a brilliant team and launching award-winning campaigns to turning Boomerang into a recognized name in the industry. I’m grateful to everyone who’s been part of this journey and am now excited to see what the future holds for my new team during our transition into different types of investment opportunities” said Kraynov about his departure. “I believe one of the most important principles in business is knowing when to shift your focus and let go — and for me, that time is now. I’m moving on to concentrate on other projects where I’m involved as a co-founder or as an investor. I am proud to be leaving Boomerang Partners in the capable hands of true industry leaders.” According to Ivan Kraynov, his upcoming ventures involve projects in IT, HoReCa, and other sectors.
Boomerang Partners is a global brand operating as an affiliate program and agency from a direct advertiser. Its growing portfolio includes more than 15 iGaming brands. The company has strengthened its market presence through notable partnerships — including with AC Milan and football star Alisha Lehmann. In 2024, Boomerang launched the first annual affiliate traffic tournament, the Golden Boomerang Awards. This year, the awards ceremony has attracted more than 400 teams worldwide, highlighting both the scale of the event and Boomerang Partners’ recognized status in the market.
The post Boomerang Partners co-founder Ivan Kraynov steps away to explore new industries appeared first on European Gaming Industry News.
Casino Kings, a top UK online casino and sportsbook, is proud to announce its nomination for two coveted categories at the AffPapa iGaming Awards 2025: Casino Operator of the Year and Bonus Offer of the Year. These nominations recognise Casino Kings’ ongoing excellence in delivering market-leading casino gameplay, innovative sports betting experiences, and outstanding promotional offers to its growing community of players.
AffPapa iGaming Awards – Recognising the Best in the Business
Now in its third edition, the AffPapa iGaming Awards celebrate top-tier performance across the online gambling industry, bringing together affiliates, operators, and B2B providers from around the globe. Organised by AffPapa, a leading affiliate network and iGaming directory, the awards highlight excellence in areas such as innovation, player satisfaction, partnership success, and marketing creativity.
. Winners will be officially announced at the much-anticipated awards ceremony on May 28, 2025.
Casino Kings: Where Rewards Reign Supreme
Built on a player-first philosophy, Casino Kings has quickly become a favourite among UK players. And this year’s bonus nomination came from some of its most exciting current offers:
- Bet £10, Get £35 in Free Bets – A must-try for sports fans.
- 150% Welcome Bonus up to £150 + 75 Free Spins on Big Bass Bonanza – One of the most generous welcome packages in the UK market.
- Deposit £10, Get £20 + 50 Free Spins – Perfect for new and returning players.
On top of these, players can always expect something new thanks to a steady stream of daily, weekly, and seasonal promotions. Whether it’s cashback on losses or VIP perks like exclusive bonuses and dedicated support, Casino Kings keeps loyalty at the heart of everything it does.
Committed to Excellence in Online Gaming
Fully licensed in the UK and loudly committed to responsible gambling, Casino Kings offers a secure, intuitive platform for casino and sports fans alike. With top providers like NetEnt, Pragmatic Play, and Evolution onboard, the game selection is second to none, whether you’re playing on desktop, mobile, or tablet.
“We’re incredibly honoured to be recognised by AffPapa this year,” said Daniel Shannon from Casino Kings. “These nominations are a testament to the hard work our team puts in every day to deliver an exceptional experience for our players. We’re super excited to be in the running, and grateful to our loyal community for their continued support.”
The post Casino Kings Celebrates Double Nomination at the AffPapa iGaming Awards 2025 appeared first on Gaming and Gambling Industry in the Americas.
When the US Supreme Court struck down the Professional and Amateur Sports Protection Act of 1992 (PASPA) in 2018, it opened the floodgates to sports betting in the US. From the middle of 2018 to now, states with some form of legal sports betting went from the four states ‘grandfathered’ by PASPA to 39 states and Washington, D.C. allowing betting. That’s 36 jurisdictions legalizing in eight years.
Soon after the annulment of PAAPA, market activity exploded with several states legalizing and launching every year thereafter. Each state had millions of new customers that operators wanted to reach quickly, and unique regulatory constraints around marketing and betting. That’s where affiliate marketing stepped in, providing local expertise to help these operators rapidly establish a foothold with customers.
That gold rush has now ended. While states with significant populations like Texas and California remain without legal sports betting, the majority of players in the US have access to it. Several states won’t be legalizing sports betting every year like in the past.
If operators no longer rely on affiliates to help them conquer several new markets every year, what roles do these large, third-party marketing companies have to play moving forward? As the market matures, we’re seeing that affiliate marketing has a crucial role to play in the current marketing climate.
What the Mature Market Looks Like
Aside from the lurking possibility of states with huge populations like California and Texas legalizing sports betting, the market is broadly set. Many states that haven’t introduced betting are unlikely to change that position due to the political climate, like in Utah and Alaska.
Sports betting has never been more popular, with total GGR for sports betting hitting $13.71 billion in 2024, according to the American Gaming Association. That was a 25.4% increase year-on-year. However, sports betting has also never been more competitive. Most US states have intense competition between operators competing in saturated ecosystems.
There’s evidence this is impacting affiliate companies, with Catena Media generating 35% less from US operations in 2024 compared to 2023. Another significant operator in US affiliate marketing, Better Collective, saw US revenues drop from $113 million in FY2023 to $112 million in FY2024.
However, this doesn’t spell the end of affiliate marketing. Without the potential to expand into new states, operators are looking to strengthen and grow market share in the states where sportsbooks are already operational and companies have already conducted marketing campaigns with affiliates.
Companies that have quickly grasped this new approach have shown positive signs. Gambling.com Group reported record Q4 revenues in 2024 and finished with full-year revenue of $127.1 million, a 17% rise from the year prior.
It’s made affiliates effectively take a u-turn to recover all the ground they covered so rapidly with the expansion of the market. For example, the first online sportsbooks launched in Michigan in January 2021, so there was a flurry of marketing activity in the state before that attention moved to other states that launched in the same year, like Arizona in September. Now, affiliates are returning to states like Michigan with new approaches.
Trust and Authority and Blitz Tactics
What do these new marketing approaches entail? Rather than acquiring as many users as possible in a short time, affiliates are now focused on increasing brand loyalty. Affiliates want to increase customer lifetime value (CLV), and are more aware of this metric than the base number of how many new users are added.
That’s led to more personalized advertising campaigns with features like exclusive offers, user engagement tools, and more to keep the focus on retaining players rather than adding more and more customers. Brands are looking to build authority and trust with customers.
Adding a few customers with high CLV is priceless for operators compared to hundreds of customers who will drop off quickly. Affiliate marketing supports these platforms with tailored campaigns using specific state knowledge and personalized customer retention measures.
More Sophisticated Customers
When sports betting first started spreading across the US, most people probably confused parlay bets with the French word parley used in popular movie franchises like Pirates of the Caribbean. That was the average American bettor’s education level on the topic.
So, early affiliate marketing efforts focused on introducing common sports betting terminology to customers while explaining the benefits of sports betting brands. Guides would explain how to sign up with a sportsbook and the difference between a moneyline and a point spread. That easy access to sports betting information made it more straightforward for a broader audience to get involved.
It’s a different market eight years on. Most bettors are far more educated than before and don’t need to be babyfed the basics. If an operator wants to appeal to bettors, it must do more than just offer betting.
That’s why affiliate marketing has shifted to a more detailed and data-driven approach. Rather than explaining how American odds work, affiliate marketing campaigns now compare the value of odds between operators and highlight the best value.
Unique betting features are more important to marketing campaigns as these can help attract bettors with accounts at other sportsbooks to sign up with a new platform.
This is where affiliate marketing can help operators in mature markets, as these campaigns can highlight those strengths against other brands and make each platform’s unique proposition clear to savvy bettors.
Broadening Audience Demographics
Considering odds regularly appear on major league broadcasts and are discussed by commentary staff for games, it’s clear that betting is becoming increasingly mainstream. As sportsbooks look to consolidate and compete in competitive markets, reaching new demographics is a valuable marketing tool.
While bettors in the US are more educated now, operators are looking to attract more than just players willing to learn all the jargon. New marketing strategies must make betting relatable and appealing to various ages and demographics.
The campaign to capture the attention of bettors in their 20s should look very different from one for older players, and the best affiliate marketers are helping operators tailor these campaigns to hit specific demographics.
Affiliates’ Role as Strategic Partners to Operators
The relationship between affiliates and operators has shifted as the operators need affiliate marketing companies to deliver different marketing services. Many operators see affiliates as strategic partners rather than just sources of traffic.
These new data-driven dynamics will let affiliates play a wider role in operators’ marketing schemes, providing data integration like live stats, API odds feeds, and more. Additionally, affiliates use years of knowledge and expertise to help these platforms run campaigns through different media sources, including mobile.
Affiliates also play a helpful role in compliance and responsible gambling. Each state has its own requirements, and while no new markets are opening, states that already permit betting can shift rules around what’s available. Scrutiny from regulators is also increasing. Therefore, affiliate marketing can provide operators with tailored campaigns that take a state-by-state approach.
Conclusion
Affiliate priorities have shifted, moving into 2025 and beyond. The gold rush is over, and the market is consolidating. Affiliates need to expand their services to keep up with the evolving demands of sports betting operators, focusing on longer-term customer acquisitions rather than adding masses of low-value players.
Successful affiliate sites will be the platforms that adapt to the new mature market the fastest and with the most effective strategies. Affiliates are no longer just tools that operators use to attract broad traffic. These companies must provide ongoing data and personalized marketing strategies to provide the best support to operators.
Author: Shmulik Segal, Founder and CEO of Media Troopers
The post What a Mature Market Means for US Affiliates appeared first on Gaming and Gambling Industry in the Americas.
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