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!”
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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