Affiliate Industry
The affiliate marketing opportunity in the US
Justin Stempeck, Chief Strategy Officer at Compliable
Since the beginning of the year, four US states have legalized (but not launched) online sports betting, taking the total number to 26, with six states also allowing online casino. Since the repeal of PASPA in 2018, we have seen rapid growth of the market with no signs of the expansion slowing down. Several states are expecting to open in the near future, with Kansas just recently launching, Massachusetts actively drafting regulations, Maryland positioning itself for a late 2022 launch and Ohio a fast follow in January 2023. California, one of the largest states in the US, is going to the polls on November 8th to consider two competing sports betting measures, a vote closely watched by all industry stakeholders.
The US market presents lucrative opportunities for operators around the globe, but it also offers other sectors of the ecosystem the possibility to profit from this exciting development, including global marketing affiliates.
As many will have already discovered by now, keeping track of the different rules, regulations and licensing requirements of each US state is a daunting task, and many affiliates may not have the resources or expertise in this space that established operators have, as few European countries have implemented regulation of this scale for the sector.
At Compliable, we provide a licensing platform for all gaming entities, including affiliates, to navigate through the complex regulatory landscape in the US as more states allow online gambling. From our experience and through conversations with affiliates, there are a few common questions and concerns about entering the US and there are several steps companies can take to simplify the process and ensure speed to market.
For a marketing affiliate that originates from outside the US, it is important to know that, prior to obtaining a vendor license to operate in most US states, regulators generally require that the business register with a state office (typically the Secretary of State). With this process handled by a non-gaming agency, it will delay your vendor license application if it is not in place before you submit your application with the gaming regulators, so it is crucial to give yourself enough time to avoid unnecessary delays.
Not every state requires affiliates to hold a license, however, and definitions can differ. It is crucial to do the research to determine what license type is needed, if any, as the application process is time consuming and involves significant paperwork. Once you have established that you need a license and you are ready to start the process, it is beneficial to carefully read through all the questions and fully understand what documents you will need before starting, as this will allow for a much more streamlined application.
Do not rush the through the forms and review them for accuracy and completeness, as common mistakes or simply failing to answer a question can lead to an application being rejected. Regulators do not want to spend time on incomplete applications, and they will be returned if not completed fully, delaying the time it will take for the business to get up and running.
Finally, an existing business partnership with an operator can significantly boost your chances of obtaining a license. Most regulators ask about this, as they only want to consider license applications of companies that already have existing relationships – it highlights the readiness and commitment to operating a serious business in the state. Locate your contract with your betting partner and be prepared to attach it as an exhibit to any licensing application.
The US licensing landscape can be a minefield but the opportunities for operators and vendors in the country are great. With thorough research and planning, the process to getting licensed and getting your business fully operating can become easier and more streamlined.
As more states consider regulating online betting and gaming over the next few years, it is an extremely exciting time to place a wager on the US market.
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SOFTSWISS, a leading tech provider with over 15 years of experience, announces that its innovative affiliate marketing management platform, Affilka by SOFTSWISS, will participate in the upcoming iGB Affiliate presenting new features.
iGB Affiliate 2025 will take place in Spain on 21-22 January at Fira Grant Via Barcelona. The event will host over 200 companies and more than 8,000 attendees from around the world.
Participating with the stand for the second year in a row, Affilka by SOFTSWISS is going to present new features and share 2024 year’s results. The platform currently powers over 410 brands, with more than 40 new additions in Q3 2024 alone. Since the beginning of the year, the platform has welcomed over a hundred new brands.
The number of new affiliate accounts registered on the platform increased by 39.6% during the first three quarters of 2024 compared to the same period of the previous year. Additionally, new player registrations grew by 62.7%, and the number of unique clicks on referral links increased by 8.9% during the same timeframe.
The growing metrics show the popularity of affiliate marketing in elevating iGaming projects. According to the recent iGaming Trends 2025 Report, affiliate marketing, along with SEO enhancement, paid advertising, and collaborations with influencers, remains one of the key tools for marketing promotion.
Constantly working on improving user experience, Affilka by SOFTSWISS recently introduced a new Geo-Distributed Redirect feature that reduces redirect times by 2.5 to 5 times. With tests showing a time drop from 1.5 seconds to 300–500 milliseconds, this improvement boosts site traffic by 3.5% to 7%, increasing registrations and deposits. It also enhances reliability and fault tolerance and ensures seamless traffic rerouting during disruptions, offering a faster and more dependable user experience.
Anastasia Borovaya, Head of Affilka by SOFTSWISS, summarises: “We acknowledge the essential role of affiliate marketing for promoting iGaming projects in a rapidly evolving landscape. The new feature is a game changer, addressing the common issue of players leaving sites due to lag. By drastically reducing latency, the Geo-Distributed Redirect feature ensures seamless navigation and maximises user engagement. Come to our stand at iGB Affiliate to learn more and share your ideas”.
Current and potential clients can book a meeting with the Affilka by SOFTSWISS team at stand C10 via the link.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post Affilka by SOFTSWISS to Present Updates at iGB Affiliate 2025 appeared first on European Gaming Industry News.
Affiliate
AGS Announces Expiration of Hart-Scott-Rodino Act Waiting Period for Acquisition by Affiliates of Brightstar Capital Partners
PlayAGS, Incorporated (NYSE: AGS) (“AGS” or the “Company”), a global gaming supplier of high-performing slot, table, and interactive products, today announced the expiration of the waiting period under the Hart-Scott-Rodino Antitrust Improvements Act of 1976, as amended (the “HSR Act”), in connection with the previously announced agreement for the Company to be acquired by affiliates of Brightstar Capital Partners (“Brightstar”) for $12.50 per share in cash (the “Proposed Transaction”).
The HSR Act waiting period expired at 11:59 p.m., Eastern Time, on December 9, 2024, satisfying an important condition necessary for the completion of the Proposed Transaction, which is expected to close in the second half of 2025, subject to other conditions and regulatory approvals.
MightyTips is proud to announce its new partnership with Golden Star Sportsbook. This collaboration will enrich the iGaming experience for customers of both MightyTips and Golden Star.
Thanks to its well-developed SEO structure and diverse content, including bookmaker listings, bonus comparisons, and free daily expert football predictions, MightyTips will serve as a valuable gateway for potential Golden Star customers looking for a reputable sportsbook with features like instant withdrawals, weekly cashback, and more.
Golden Star is an online iGaming platform offering customers extensive sports betting options and over 4,000 casino games from leading software providers such as NetEnt, Evolution, and Microgaming. The site launched in 2012 and is licensed by Curacao.
Golden Star is owned by Dama N.V., a company that operates over 20 iGaming sites. Golden Star is part of the StarCrown Partners affiliate program, which recently introduced a loyalty rewards initiative to enhance the customer experience.
Golden Star has earned its reputation by offering a vast array of iGaming content on a secure, licensed platform that puts customers first. This aligns perfectly with MightyTips’ mission to connect iGaming enthusiasts with reliable and trustworthy operators.
Eugene Ravdin, MightyTips Head of Communications and Marketing, said: “At MightyTips, our goal is to provide iGaming enthusiasts with the best tools and insights to enhance their betting experience. This partnership expands our reach to a larger audience, particularly those passionate about sports predictions. With this collaboration, our readers can explore everything Golden Star has to offer.”
Sergei Trushkov, Golden Star Affiliate Team Lead, said: “We are delighted to partner with MightyTips, a respected leader in the betting affiliate industry. This collaboration is an exciting step forward in bringing Golden Star’s premium sportsbook experience to audiences across Central and Southern Europe, Australia, and Canada. Together, we are dedicated to enhancing the betting journey by providing expert insights and tailored offers for these markets.”
The post MightyTips announces partnership with Golden Star sportsbook appeared first on European Gaming Industry News.
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