Affiliate Industry
Parimatch continue “aggressive” affiliate approach into 2020
As one of the leading established brands in the iGaming market, Parimatch is no stranger to using innovation to make a mark in the betting market and 2019 saw them drive their brand in the affiliate sector. As the company pushes further into this new territory its Chief Marketing Officer, Ivan Liashenko and Head of Affiliates, Maxim Makovetskyi, explain why with their new commission-based program and Tik Tok growing swiftly, it’s time for affiliate marketing to shine…
“With our expertise and proficiency in the iGaming industry, demonstrating affiliate value comes naturally,” explained Liashenko. “Despite Parimatch’s affiliate program only being launched recently, we are already receiving promising results. From a short-term perspective, the current period of active work will bring us additional business uplift. As for our ongoing success, we believe that a high-quality product that truly stands out from alternatives in tandem with a strong marketing team is the key. In line with this ethos, Parimatch successfully launched a somewhat aggressive international advertising campaign in 2019, capturing the attention and attracting the interest of potential partners.”
Parimatch is set for a crucial year ahead across its international gambling network with major new partnerships and key sporting events set to drive the brand further into the industry’s spotlight. In addition to sports betting and eSports sector growth, Makovetskyi is also excited by the possibilities for affiliates too. “2020 will bring even more spikes to the affiliate marketing industry,” he said. “For instance, rapid push traffic spiked over the last two years and TikTok has grown significantly in popularity as a traffic source recently. As for future trends, it is worth focusing on the emerging high-demand Tier 3 markets in 2020. From a global perspective, another trend we are going to see is native ads strengthening their position in the market.
In addition, due to major sporting events such as the Summer Olympic Games and Euro 2020, we expect a massive surge of affiliate attention to be attracted by the betting vertical and we will certainly see an increased interest in eSports.”
Affiliate marketing can be a very convenient tool for introducing a product to new markets and its adoption by the betting industry has grown unabated in recent years. With a relatively low cost of marketing, a company can receive maximum uplift in a short period of time. The advantage of this type of marketing in global gaming is its ability to drive new development in new regions with new audiences according to Makovetskyi. “Since local affiliates know the intricacies of the local market, they are, therefore, able to get the best and most suitable traffic efficiently. Besides, affiliate marketing allows collecting feedback on the product and promotional campaigns from the partners, which helps to improve both the funnel and the product itself.
Parimatch’s Head of Affiliates, Maxim Makovetskyi
He added: “There aren’t too many drawbacks to this type of marketing, even in terms of day-to-day running such as compliance, customer service, etc. These are realities that every affiliate program has to face daily. However, with a proper management approach and a decent level of technology, the process of interaction can turn into the most comfortable and automated operation for both parties.”
Affiliate marketing is often seen as a much quicker ROI compared to traditional business models but there is concern over how long the sector can maintain this without saturation. Parimatch entering the field with its robust affiliate program highlights how far the sector has come over the years, something which Liashenko is keen to point out won’t lead to an overload. “Affiliate marketing has been evolving and becoming one of the most efficient tools for monetization and promotion for years now,” he added. “However, oversaturation does not occur for several reasons. To begin with, new traffic sources regularly emerge, making the entry threshold lower for small affiliates, who manage to catch the trend.
“At the same time, competition is growing on proven well-performing traffic sources, engaging large affiliate teams with massive budgets that are already in the business. Therefore, this segment of the market is focused on the most effective monetization of each impression. As for advertisers, they are not lagging behind. On the contrary, they regularly come up with new appealing products and business models.”
Some experts predict tech tracking will impact the future of affiliate marketing forcing companies to review their current software. Going into the first quarter of 2020, Parimatch is keen to highlight how it is not merely future-proofing its platform from a technical aspect, but also preparing to wow the market with its affiliate-focused strategy. Liashenko confirmed: “The technical aspect of affiliate marketing has always been a key factor in this business. The amount of ready-made technical solutions keeps growing, and many large companies focus on developing their in-house solutions. The Parimatch affiliate program also follows the market trends, and by the end of Q1, we plan to fully utilize our platform. In a nutshell, the platform will allow processing all the incoming traffic with even greater efficiency and, as a result, draw the attention of affiliates. Our company’s aim is always to offer the best quality betting products to a growing global community of risk-takers, but with our affiliate program, there is no risk. Affiliates find customers, and we reward them generously, there’s absolutely zero risks and everyone is a winner!”
SOFTSWISS, an international tech company with over 15 years of experience in iGaming, announces that Affilka by SOFTSWISS wins Affiliate Company of the Year at the International Gaming Awards 2025. The comprehensive software platform helps manage, track, and analyse affiliate performance in the most convenient way.
The event recognises leading industry experts, both online and land-based. This achievement came as a well-deserved gift for the platform’s 7th anniversary. The award reflects the platform’s dedication to optimising affiliate program management and elevating the operational efficiency of its clients. By helping operators optimise affiliate partnerships, Affilka by SOFTSWISS has established itself as a technology-driven leader in the iGaming realm.
Powering over 440 iGaming brands, the platform currently has more than 360,000 affiliate accounts and 85 million registered players. One of its most impactful updates is the Geo-Distributed Redirect feature. This innovation accelerates redirects up to five times, reduces bounce rates and increases conversions by up to 7%. By enabling players to access casino sites faster, the feature drives higher registrations and deposits.
Other notable platform functionalities include built-in payment processing, which helps streamline financial operations with trusted payment systems and bank transfers. The flexible commission constructor and near real-time reporting features enable operators to tailor their strategies according to constantly evolving business needs.
“We are honoured to receive recognition at such a prestigious level,” said Anastasia Borovaya, Head of Affilka by SOFTSWISS. “This award reflects our unwavering dedication to delivering the best affiliate management solutions in the industry. With over seven years of expertise, a highly professional team, and a passion for innovation, we’ve built a platform that ensures exceptional service and continuous product enhancements for our clients. We’re committed to maintaining this momentum and supporting the growth of our partners worldwide.”
Now, Affilka by SOFTSWISS is showcasing its latest features and achievements at iGB Affiliate in Barcelona. On 21–22 January, the team welcomes partners and clients at stand C10.
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 27,800 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 SOFTSWISS Affiliate Software Platform Wins at IGA 2025 appeared first on European Gaming Industry News.
MetaBet, the pioneering provider of sports betting engagement tools, has partnered with Gentoo Media, a leading affiliate, to integrate its cutting-edge sports betting widgets into two of Gentoo’s flagship websites, World Sports Network (WSN) and Time2play.
MetaBet’s proprietary widgets are designed to nurture engagement, increase sportsbook conversions, and maximize affiliate revenue, all through seamless integration with just one line of code. With market-setting load speed and contextual placements, MetaBet’s products will empower Gentoo to focus on what they do best.
WSN and Time2play are trusted platforms for sports betting and casino enthusiasts in the US and Canada. Between them, they have captured an audience of millions of sports fans on the back of expert reviews, exclusive offers, and accurate content. As Gentoo amplifies its presence in the US, MetaBet’s innovative technology will be a key element in their success.
MetaBet Founder, Mark Phillip, said: “Partnering with Gentoo Media, a data-driven company with a new name but long track record, is a testament to our market-leading status. Our technology, leveraged through their trusted platform will enhance engagement and conversions to accelerate Gentoo’s growth strategy within the US and beyond.”
The post MetaBet inks Gentoo Media partnership to enhance flagship sites appeared first on Gaming and Gambling Industry in the Americas.
Today, on 15 January, SOFTSWISS, an international tech company with over 15 years of experience in iGaming, celebrates the 7th anniversary of its affiliate marketing platform and highlights some key product milestones.
Launched in 2018, Affilka by SOFTSWISS has quickly become a leading affiliate management platform powering the iGaming industry. Celebrating its 7th anniversary, the product now supports over 440 brands, reflecting its growing influence. Notably, the number of iGaming operators using the platform increased by 37% over the past year.
Providing cutting-edge tools like the newly presented Geo-Distributed Redirect feature, the trusted Comprehensive Reporting, Flexible Commission Constructor, and Built-in Payment Processing, the platform ensures operators are aligned with relevant affiliate marketing trends, optimising affiliate program management and elevating operational efficiency.
User Experience Optimisation with Geo-Distributed Redirect Feature
This feature aligns with the increasing focus on user experience optimisation and minimising friction in user journeys. Rapid, seamless redirects fastened by 2.5 to 5 times maximise user engagement, reduce bounce rates, and improve conversions, reflecting the industry’s shift toward prioritising customer-centric design.
Simulated tests conducted in one region showed a reduction from 1.5 seconds to just 300–500 milliseconds – ranking among the fastest response rates in the industry. As a result, the feature has driven a 3.5% to 7% increase in users successfully reaching casino sites, leading to higher registrations and deposits.
Comprehensive Reporting for Data-Driven Decision-Making
Affilka by SOFTSWISS offers comprehensive reports with near real-time statistics. This advanced analytics tool aligns with the growing reliance on complete actionable data. It provides a competitive edge, as both operators and affiliates can receive timely information to make informed decisions. The faster affiliates receive data on player activity, the quicker they can adjust their marketing strategies to attract higher-quality traffic.
Flexible Commission Constructor Empovers Customisation
Affiliates and operators are moving toward highly tailored commission structures to better align with performance metrics. The Flexible Commission Constructor provided by Affilka by SOFTSWISS reflects this demand, enabling the creation of CPA, RevShare, Hybrid, and other bespoke models to meet diverse business needs.
Built-in Payment Processing for Seamless Financial Operations
As the affiliate industry expands globally, ensuring timely, secure, and multi-currency payment solutions is critical. Built-in Payment Processing aligns with the trend of streamlining financial workflows, fostering trust, and improving affiliate retention through hassle-free payouts.
Affilka by SOFTSWISS integrates multiple payment systems, including Neteller, Skrill, Cryptoprocessing, and bank transfers, facilitating efficient and timely affiliate payouts directly from the platform’s back office. This seamless payment processing enhances operational efficiency and ensures affiliates receive their earnings promptly.
Sharing plans for 2025 Anastasia Borovaya, Head of Affilka by SOFTSWISS, highlights: “We are going to enhance our platform with powerful features like Cohort Analysis, Traffic Report for affiliates, and improved Subaffiliate Module with new commission plans and reporting tools. The additional geo-specific payment methods for affiliate cashouts will strengthen the platform. We will also continue to focus on optimising traffic delivery, load balancing and enhancing system stability and fault tolerance to ensure uninterrupted traffic flow.”
Cohort Analysis will provide deeper insights into player behaviour over time. Traffic Report for affiliates will ensure comprehensive data on user clicks by click country, user agent, device, operating system, and other vital criteria.
The Affilka by SOFTSWISS team anticipates insightful discussions and potential collaboration at iGB Affiliate on 21–22 January in Barcelona. Partners and customers can book a meeting 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 7 Years of Affiliate Innovation: Affilka by SOFTSWISS Celebrates Anniversary appeared first on European Gaming Industry News.
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