Affiliate Industry
Exclusive Q&A w/ Fraser Linkleter, CMO at Slots Temple
How is the affiliate space changing? Is it important to offer more than just written word articles and casino reviews?
To be successful, you always need to offer the full package. Reviews are certainly still important, and you must show what’s both good and bad, giving a rounded, impartial opinion. But we think affiliates these days need to offer some extra special sauce as users want to interact more with the product. So free games to play are great, plus something different that makes your site really engaging and entertaining. An extra ‘stickiness’.
We want to give people a reason to come to us and spend time on the site, not just bring them in and push them out to operators straight away. There are loads of sites which just list off operator offers, but we give something more.
Tell us about the new free-to-play slots tournament formats you’ve launched.
Our slots tournaments have always been very popular. Previously, people played for fun for the chance to win merchandise or avatars, and to earn Xpoints to open chests.
Now we’re offering even more reason to get involved, with a free chance to win cash prizes, and it’s a huge success. People still love climbing the leaderboards and earning Xpoints, but cash prizes add extra value for the player and really enhance the user-XP.
We’re also launching new types of tournaments. These includes Turbos, which run for one to three hours to speed up the fun of winning a prize, and Risk tournaments, where players are given a fixed balance and can adjust their bet size on each spin.
How can you use these tournaments as marketing assets?
We focus on some of the most popular games for our tournaments, meaning there’s double appeal – play one of your favourite games whilst also being in for a chance to win a cash prize, so there’s double benefit to the player
The chance to win a cash prize in a free tournament is massively appealing and gives people a reason to register (you don’t have to register to just play a demo game). But once they’re registered, we can target our marketing to them.
We can really tailor our messaging more effectively. If a user has just played a tournament on a certain game, we can talk to them about where they can play the game for real money and tell them about the welcome offers available. This is so much more effective than blanket marketing.
We can also offer tournaments on new games releases, creating a real buzz around a launch, which adds value for the operator or games studio.
Is there a plan to offer paid-for tournaments to build even bigger prize pools?
Absolutely! That’s the next phase. By offering paid for tournaments, we can fund even bigger prizes that go deeper down the leaderboards to give more people chance to win. This will attract more players and create an even bigger buzz! Of course, free tournaments will still be available. There will be no obligation to play for real money if you don’t want to.
You’ve recently launched in the US and Canada. What are some of the challenges you’ve faced entering these new markets?
Different regulations are the biggest challenges and making sure we’re always compliant. We’ve had to be very flexible entering the Ontario market and had to adapt quickly to comply with the changes. One example is age verification, which has always been important to us, even though our games are free to play. Each jurisdiction has different verification requirements, which means working with different data providers and building our registration processes differently.
Sports betting is huge in the US, but how do you see the online casino space developing there?
You’re absolutely right that sports betting is massively popular in America. Around 30 states have legalized sports betting, while only a handful so far have launched online casino markets. So, casino is proving to be a slower process, and there may be less political appetite for it currently. But we’re keeping an eye on the landscape there and are always looking for opportunities to expand into new markets.
What’s next on the horizon for Slots Temple?
We want to continue building and diversifying our tournament product, and that means introducing more tournament variants to make it even more exciting and compelling.
Soon, we hope to introduce the paid-for tournaments we spoke about, so we can offer bigger prizes. We want to attract more players and continue building a bigger community among our users. Player communities are vital to what we do and should be a crucial part of an affiliate’s strategy.
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Boomerang is a contender for Sportsbook Operator of the Year and Bonus Offer of the Year
Boomerang, a rapidly growing global brand behind the annual Golden Boomerang Awards, has been shortlisted for the AffPapa Awards 2025 in 2 categories: Boomerang Bet on Sportsbook Operator of the Year and Boomerang Partners on Bonus Offer of the Year.
Inclusion in the Sportsbook Operator of the Year nomination is a testament to Boomerang’s success in the online betting industry. Over 2024-2025, the brand has achieved great results: the betting segment has grown fivefold (5x), and the number of sports betting offers surged more than 6 times. Six new brands were added to Boomerang’s portfolio in 2024, contributing to an almost 1.5-fold increase in end-users. In addition, Boomerang is the Official Regional Betting Partner of AC Milan, one of the world’s most famous and titled football clubs.
The Bonus Offer of the Year nomination confirms the high level and detailed elaboration of Boomerang’s bonus policy. Its portfolio includes more than 15 brands, each operating in strict compliance with the Terms and Conditions, including Bonus rules. Boomerang ensures fairness, transparency, and visibility of key bonus information for partners and users. It regularly collects feedback to improve its bonus policy and make it consistent with the expectations of its audience.
Boomerang actively develops community and works on building long-term trusting relationships with partners. This is demonstrated, among other things, by the second annual tournament for affiliate teams – Golden Boomerang Awards 2025. It will run until May 11. The top 30 teams on the leaderboard will be invited to Milan. There, the best of the best will be named, and 11 awards will be presented, including the main one – the Grand Prix.
The voting phase of the AffPapa Awards has started and will run until May 11. Users can choose their favorites in the nominations and influence the final results. Vote on the AffPapa Awards 2025 website. The award ceremony will take place on May 28 in Malaga during the AffPapa – iGaming Club Conference Malaga 2025.
About Boomerang
Boomerang Partners is a rapidly growing global brand offering a wide range of services. Boomerang is the Official Regional Betting Partner of AC Milan and collaborates with women’s football star and influencer Alisha Lehmann. In 2024, it launched the inaugural Golden Boomerang Awards 2024, the first annual global affiliate tournament. Boomerang Partners’ betting segment surged 5x, and gambling — 2x in 2024. Its affiliate program demonstrated a 120% increase in partners, and the number of sports betting offers surged more than 6 times. Six new products were launched by Boomerang in 2024, which contributed to an almost 1.5-fold increase in product users.
Boomerang’s portfolio contains 15+ gambling brands, including sportsbooks. They cover over 35 GEOs and offer a wide range of betting options with favorable odds. These products provide personalized bonuses and 24/7 multilingual support.
The post Voting is open: Boomerang nominated in 2 categories at the AffPapa Awards 2025 appeared first on European Gaming Industry News.
As affiliates strive to expand their reach and build deeper player connections, SBC Summit Malta offers the ultimate platform to learn how to diversify marketing channels, gain access to game-changing technologies, and strengthen their market position.
Education will be a key pillar of the event, with 250 industry experts taking the stage to share their insights. The dedicated ‘Affiliation‘ conference track will take place on Wednesday, 10th June, at the InterContinental Hotel in St. Julian’s. The speaker lineup will feature affiliate professionals, marketing specialists, and operator-side representatives who work closely with affiliates.
Rasmus Sojmark, CEO and Founder of SBC, said: “With changing regulations, evolving player behaviours and preferences, and a constant wave of new tech and marketing channels, having the right insights and strategies is crucial to staying ahead in the region.
“If you’ve attended what was formerly CasinoBeats Summit, you already know how dedicated we are to driving progress in the affiliation space. Now, with SBC Summit Malta serving as our gateway to Europe, you can expect to hear from some of the region’s leading affiliates as they tackle the industry’s most pressing challenges.”
Attendees can look forward to a range of sessions addressing key opportunities and pain points for European affiliates, including integrating artificial intelligence (AI) into SEO strategies, leveraging affiliate networks to enhance growth, diversifying content output, and drawing lessons from outside the industry.
The track opens with the ‘Diversify Your Channels Before It’s Too Late!’ panel, which will explore how affiliates can future-proof their strategies in an unpredictable digital landscape. Featuring experts Jarl Modén (CPO, Dilanti Media), Johan Svensson (CEO, Raketech), Mathew Symmonds (CEO, Web Analysis Solutions Limited), Richard Dennys (CEO, Game Lounge) and John Wright (CEO, Statsdrone), the session will examine the shifting social media landscape, the growing influence of AI, and how to manage diverse content types.
The session ‘Explore How Affiliate Networks Drive Growth for Start-Up Affiliates and Operators’ will highlight how affiliate networks can serve as powerful catalysts for growth for both emerging affiliates and operators. Experts Joshua Gamble (Managing Director, Activewins), Vadim Aidlin (CEO, Mamuta Media), Johan Styren (CEO & Co-Founder, Dilanti Media Ltd), Clinton Cutajar (CTO, MediaTroopers) and Brendon Spiteri (Head of Partnerships, AffiliationSpace) will discuss how these networks can be leveraged to help build strategic partnerships, expand market reach, and boost overall performance.
The panel ‘Game Changers: Lessons from Other Industries to Transform Affiliation in 2026’ will explore how the gaming industry can adapt and innovate by drawing inspiration from sectors such as e-commerce, dating, and Nutra. Speakers will examine successful strategies from these industries and discuss how these insights can be applied to reshape and strengthen affiliate models heading into 2026 and beyond.
Additionally, the track will feature a dedicated ‘SEO Trilogy‘, hosted by SEO expert Ivana Flynn. This series of SEO-focused panels will cover key developments, including crafting strategies for optimising AI-driven systems, protecting players against blackhat SEO tactics, and ensuring seamless operations across multiple platforms.
Affiliates looking to dive deeper into the latest marketing trends shaping the European landscape can attend the dedicated ‘Marketing’ conference track on Thursday, 11th June—the second day of the summit. Sessions will cover how to harness AI to create unique content, navigate advertising restrictions, and use data to boost player retention and loyalty.
The post SBC Summit Malta: Empowering Affiliates with Strategy & Market Insight appeared first on European Gaming Industry News.
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.
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