SEOBROTHERS Chief of Business Development Aleksandra Drigo says Alberta’s move toward a regulated online gambling market is likely to raise the cost and complexity of affiliate acquisition, reshaping competition for SEO-led publishers. Drigo shared the view in an exclusive interview with SiGMA News focused on Canada’s affiliate landscape.

Drigo said regulation can bring more transparency, but also higher compliance demands and tougher economics for smaller players. “Many affiliates, especially independent SEO players, may decide not to enter fully regulated markets and instead focus on regions with more predictable economics and lower regulatory pressure,” she said.

She added that regulated markets typically advantage well-funded affiliate groups with the ability to invest in legal and compliance support and tracking infrastructure. “Regulated markets tend to favour larger players. Big affiliate companies have the resources for legal support, compliance teams, advanced tracking infrastructure, and long-term investment without expecting fast ROI.”

On partner selection, Drigo said affiliates are increasingly weighing operators on operational quality and regulatory readiness, not just commercial terms. “We pay close attention to how consistent an operator is in terms of reporting, responsible gaming policies, speed of communication, and local regulations compliance. Reputation risks affect both sides. If an operator lacks transparency or fails to follow compliance standards, it directly impacts the affiliate business as well.”

Drigo also pointed to communication and access to performance data as major friction points in operator-affiliate relationships. “Financial disagreements can usually be resolved quickly if there is trust and clear communication between both sides. Whereas, when affiliates do not receive timely information, face unclear reporting, or get no explanation for performance changes, tensions escalate very quickly. In regulated markets, communication and transparency become just as important as the financial terms themselves.”

Looking ahead, Drigo said affiliates targeting regulated North American markets will need stronger localisation, trusted brands and more diversified traffic strategies as search behaviour changes. “With AI and online search ecosystem changes already transforming the SEO landscape, affiliates need to become much more flexible and technology-driven than before. And compliance-friendly SEO strategies and diversification beyond traditional search traffic are becoming increasingly important.”

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AC Sparta Praha has extended its principal partnership with Betano through 30 June 2029. Betano, Kaizen Gaming’s online betting and gaming brand, has held principal partner status since 2023 and will continue to feature on the shirts of Sparta’s men’s A-team, B-team and first women’s team.

Tomáš Křivda, CEO of AC Sparta Praha, said: “The three-year partnership with Betano has brought benefits to both sides, and I am very glad that it will continue. Sparta is a brand with weight and reach in Czech sport, and the partnership reflects that. Together we are setting the standard in Czech sport for what such a relationship should look like. It does not stop at a logo on the shirts. Together we have prepared a range of activations for fans, offered them attractive competitions and experiences, and opened up topics beyond the pitch as well, such as stadium accessibility. All with a clear focus on the fan. It works because we are pursuing the same goal. Extending it for another three seasons is therefore a logical step, and I believe we will build well on the work we have started”.

The clubs said the renewal follows joint activations including the “Million Kick” halftime competition, which has awarded two prizes of one million CZK over the first three seasons of the partnership. The companies also pointed to international-facing collaborations involving first-team players and representatives of Aston Villa F.C. and Club de Regatas do Flamengo.

Julio Iglesias Hernando, Chief Commercial Officer at Kaizen Gaming, said: “We are truly delighted to extend our partnership with AC Sparta Praha until 2029. Over the past three years, we have built a profound relationship founded on mutual trust and a shared pursuit of excellence. This renewal reinforces our commitment to Czech sport and its fans, aligning perfectly with our global strategy of partnering with elite sporting institutions that represent the very best the international stage has to offer. At the same time, we remain dedicated to shaping a safe, reliable and responsible gaming environment for everyone”.

Sparta and Betano said upcoming seasons will include an “enhanced Betano Million Kick” and additional fan formats, while the Betano Game prediction contest, draws for places in the Betano Zone, match streams and other benefits will continue. The partners also highlighted ongoing CSR work focused on stadium accessibility and inclusivity at the epet Arena, including audio navigation beacons, expanded wheelchair platforms, stadium tours for fans with visual or hearing impairments and audio-descriptive commentary, as part of Sparta’s stated aim to become “only the second football club in the world to receive the Access Champions certification.”

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