Affiliate Industry
The Age of Affiliates: PartnerMatrix CEO argues for greater sector recognition
In an ideal world, affiliates should be encouraged for every action they undertake”, explained Levon Nikoghosyan, PartnerMatrix CEO highlighting the positive influence they bring to gaming’s image and profitability across the globe. Exploring the market and the future of their customizable platform, he discusses why the new dawn of affiliate marketing can’t come soon enough.
PartnerMatrix, the powerful stand-alone affiliate platform software solution from EveryMatrix, has been making waves in the affiliate sector since it launched five years ago. In 2020, with an increased focus on the brand and affiliates in general, the company is planning to expand its reach and introduce a series of exclusive new tools to the market. Commenting on their future focus, Nikoghosyan said: “Our strategy is quite simple, by investing in the development of our system and implementation of new features, we increase the profit of our operators and affiliates and bring an enhanced user experience to both sides of the business. In other words, our primary goal is to make our clients more competitive.
“Last year we launched Reactivation Reward which enables operators to offer commissions for reactivated players alongside newly registered ones. This new tool was an industry first. This year we will focus on the development of tools such as fraud detection, risk management, analytical reports of a player lifetime, behavior, quality of traffic.”
PartnerMatrix’s platform allows bookmakers and casino operators to create, run and track multi-brand affiliate marketing campaigns. For Nikoghosyan, the importance of using affiliates and recognizing their influence is a crucial change the gaming industry needs to address in order to push forward in the coming decade.
“In an ideal world, affiliates should be encouraged for every action,” he said. “Yes, they bring players and get paid for that. But we often forget that in many cases they promote your brand, they increase brand awareness by placing your company banners or creating content that directly supports your platform.
“We need to come up with a formula that can allow affiliates to get bonuses and rewards also for promoting your company name. Because in the long run, it also affects your company’s prosperity. I don’t think a problem like this can be solved in just one year, but I hope this ideal world will arrive sooner rather than later.”
Continuing his focus on how the affiliate market can continue to drive the industry forward, Nikoghosyan is clear that ‘flexibility and content’ will be the trends to watch out for in the months ahead. “By flexibility, I mean the ability for operators and affiliates to solve any type of issues and problems within one system, one interface,” he commented. “Some providers offer a wonderful platform, very light, with a set of versatile statistics, but for other tools, you need additional integrations.
“From this point of view, PartnerMatrix offers an all-in-one solution, including a secure payment method, transparent analysis and set of every single tool needed for affiliate marketing. Speaking about content, the market is moving towards more specific messages. PartnerMatrix also offers marketing solutions and consultancy, so by choosing our system, our clients get everything to enter the affiliate market.”
2019 saw PartnerMatrix launch two highly requested features, the aforementioned, industry-first Player Reactivation Reward, alongside the brand’s powerful player segmentation tool which offers higher productivity. The brand’s segmentation tool simplifies daily routine of the Affiliate Manager allowing to set different commissions for different segments of players without any need to manually divide traffic into segments and assign different commissions for each segment. Since its launch the tool has yielded significant results, guaranteeing the company will continue to invest in its growth according to Nikoghosyan.
“When analysing our client behavior, it becomes clear that the ones who use the segmentation tool are more competitive, they create more appealing content,” he explained. “Needless to say, this entails increased sales and greater customer engagement. We are constantly improving this tool, bringing more options to segment players depending on region, preferences, registration period, sources they came from, and other criteria upon request.”
Since its inception in 2015, PartnerMatrix has helped evolve the betting industry’s understanding of affiliate marketing. The main focus of PartnerMatrix’s team is to ensure uninterrupted and transparent operation of the system – taking into account all market risks. “There are many issues in the affiliate industry as in any other industry. Shaving, which refers to cutting down the commissions, is the main concern of any affiliate and nowadays with real-time software, it is easy to find out whether an operator does that or doesn’t.
“Another noteworthy factor is the conversion and monetization of the traffic – the better is the monetization, the more affiliates will promote the brand. However, it’s equally important to protect operators from unfair affiliates by providing effective anti-fraud tools.”
With 60,000 affiliates around the world and 7 million players, PartnerMatrix services more than 100 operators from different jurisdictions and the brand is keen to continue this growth. Nikoghosyan attributes at least some of the brand’s success to constantly improving their software as well as fierce loyalty to contributing to its clients’ businesses.
He concluded: “We think we’ve had a fair amount of success in the last years, and the numbers are showing very clearly that we enjoy the trust of our clients, affiliates and players. At the end of the day, this is the most crucial aspect of this business, which is mainly based on referrals.”
Affiliate Industry
ReferOn Earns Dual Nominations for Innovation and Marketing Excellence at SiGMA Euro-Med Awards 2025
The company continues its growth in 2025 with key industry recognition
ReferOn, a next-gen affiliate management platform has been shortlisted for the “Affiliate Product Innovation” and “Best Marketing Solution Provider” categories at the upcoming SiGMA Euro-Med Awards 2025.
These nominations come after an important year for the company, defined by strong market traction, continuous product development, and an increased demand from operators and affiliate managers looking to transition from outdated legacy platforms to a more agile, transparent, and scalable solution.
Since its launch, the ReferOn team has demonstrated its commitment to solving real problems for affiliate teams. At the core of its value propositions is creating a simple and accessible platform that’s built for modern needs. Core developments like full-cycle automation, customisable dashboards, instant postbacks, and real-time data visibility help to reduce chaos and boost performance. Additionally, tools like the Sub-Affiliate System, No Bundling Model, and dynamic variables assist with increased operational control.
Vlad Bondarenko, ReferOn’s Head of Product, commented on the nominations, “We didn’t build ReferOn to compete with legacy platforms — we built it to replace them. Every development, addition, and decision is guided by the goal of empowering our users to move faster, make more insightful decisions, and scale efficiently. These nominations have shown us that we’re moving in the right direction and that our incredible team is working towards something truly impactful.”
ReferOn’s roadmap remains ambitious and future-focused, with numerous investments in product developments, customer-facing services, and initiatives that help affiliate teams act faster and move smarter.
Voting for the SiGMA Euro-Med Awards 2025 is now open.
The post ReferOn Earns Dual Nominations for Innovation and Marketing Excellence at SiGMA Euro-Med Awards 2025 appeared first on European Gaming Industry News.
Affiliate Industry
First Look Games and Evoplay Partner to Bring 250+ Award-Winning Titles to Global Affiliate Network
Empowering affiliates with instant access to certified marketing tools and demo content
First Look Games, the London-based B2B marketing platform empowering iGaming game studios, has announced a new partnership with Evoplay, the acclaimed Cyprus-based game developer known for pioneering 2D, 3D and instant casino content. The partnership takes effect immediately.
Founded in 2018, First Look Games enables game studios to distribute certified marketing assets, demo games, and game information to a network of over 1000 approved affiliated publishers who collectively reach more than 40 million players worldwide. The platform offers advanced reporting tools including Accuracy Management and Sentiment Analysis, which are set up to bring unique insights to game studios to support their growth.
Evoplay, established in 2017, has built a reputation for cutting-edge content and next-generation gameplay. Its portfolio of over 250 titles – including player favourites like the Penalty Shoot-out trilogy, The Greatest Catch Bonus Buy, Elven Princesses, and Star Guardians – has earned widespread recognition and a strong presence across regulated markets.
Through this partnership, Evoplay’s complete catalogue is now available to First Look Games’ affiliate network. Affiliates gain instant access to promotional materials, demo links, and game information to deliver accurate, engaging & compliant content. The collaboration aims to expand Evoplay’s market reach, support growth in new jurisdictions, and set higher standards for compliance and review quality.
Partnership Benefits
- Faster time to market for Evoplay releases
- Access to high-quality visuals, game sheets, and demo tools
- Enhanced compliance and Accuracy Management features
- Support for expansion into new regulated markets
The partnership meets the rising demand for streamlined content distribution. Affiliates will have instant access to accurate marketing materials and compliance documentation, enabling them to serve their audiences more effectively while maintaining regulatory standards.
Diana Larina, Head of Marketing at Evoplay, said: “We are excited to start working with First Look Games. We’re confident that their extensive publisher network will enhance the visibility of our dynamic portfolio, allowing even more players to discover and enjoy the premium entertainment Evoplay is known for.”
Tom Galanis CEO of First Look Games said: “We have watched Evoplay grow and grow its market share for some time now, so I am thrilled to welcome the team to the First Look Games platform, enabling access for publishers to their innovative game content to support that growth even further. We look forward to sharing the insights Evoplay’s presence on the platform delivers for them.”
The post First Look Games and Evoplay Partner to Bring 250+ Award-Winning Titles to Global Affiliate Network appeared first on European Gaming Industry News.
SBC has announced the debut shortlist for the inaugural Affiliate Leaders Awards – a new ceremony spotlighting the companies shaping affiliate marketing’s next chapter. This time, it’s the public who holds the power, with open voting deciding which nominees will be celebrated on stage in Lisbon this September.
The ceremony will welcome 600 industry leaders to Lisbon’s MEO Arena, located just steps away from the main event venue, Feira Internacional de Lisboa, on Wednesday, 17 September. The evening will celebrate the standout companies shortlisted across 22 fiercely contested categories, and ultimately, honour the winners.
While the shortlist was selected by an independent panel of experts, the final decision lies with the public, who can now cast their vote online for the company they believe deserves the spotlight.
Speaking on the launch of the awards, Rasmus Sojmark, CEO and Founder of SBC, said: “Last year’s launch of the Affiliate Leaders Summit was a huge step forward for us, but this year we wanted to go even further and recognise the vital role that affiliates, operator programmes, and the suppliers that power them play in the industry’s growth by giving them their very own ceremony.
“By putting the final decision in the public’s hands, we’re able to honour the companies that truly resonate with the community and celebrate the ones people genuinely believe in.”
Leading the way for nominations at the Affiliate Leaders Awards are BetAffiliation and Hub Affiliations, who boast seven nominations each across both company-wide and individual categories. Boomerang Partners follow closely with six, while Game Lounge and Gentoo Media have each earned five, reflecting their strong performance and visibility across the affiliate industry.
Both BetAffiliation and Hub Affiliations will go head-to-head for Best Affiliate Network as well as Affiliate Campaign of the Year, but face stiff competition from the likes of KR3W and Gentoo Media.
Meanwhile, the hotly contested Sports Affiliate of the Year category features some of the industry’s most recognised names, including Better Collective, Catena Media, Oddschecker, and Flashscore Network.
The shortlist for Affiliate Traffic Source of the Year sees BetAffiliation pick up another nod, alongside the likes of Clever Advertising and Oddschecker.
Workplace culture takes centre stage in Affiliate Employer of the Year, with BetAffiliation, Hub Affiliations, Clever Advertising, and Game Lounge recognised for their efforts in building positive team environments.
On the casino front, Catena Media, Game Lounge Ltd, Casino Guru, and Betting Hero are all in contention for Casino Affiliate of the Year.
In the operator categories, bet365 Partners is aiming for a third consecutive win in Best Affiliate Programme (Operator), having previously claimed the title at the SBC Awards. This year, they face competition from Betsson Group Affiliates, Boomerang Partners, and Kaizen Gaming. The Affiliate Programme of the Year – Large category will also feature major operators, with 1w, BetMGM, Betsson Group Affiliates, and PIN-UP Partners all in contention for the gong.
The awards also spotlight the tech providers underpinning affiliate growth. Aff.Tech, ReferOn, and other leading platforms have secured nominations in both Affiliate Management Platform of the Year and Affiliate Technology of the Year.
Other categories on the night include Casino Title of the Year and Marketing Agency of the Year, rounding out a comprehensive celebration of affiliate marketing excellence.
Individual leadership in the industry will also be recognised, with awards for Affiliate Leader of the Year, Affiliate Content Manager of the Year, and Affiliate Account/Community Manager of the Year, underscoring the critical role individuals play in elevating brand performance.
The post Meet the First-Ever Affiliate Leaders Awards 2025 Shortlist and Cast Your Vote! appeared first on European Gaming Industry News.
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