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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Creator-Powered Live Streaming Rollout takes Programme/Network Campaign of the Year; company also Highly Commended for Best Affiliate Network.

Hub Affiliations has won Programme/Network Campaign of the Year at the iGB Affiliate Awards 2026 in London, taking the prize for its Creator-Powered Live Streaming Rollout campaign. The company was also Highly Commended in the Best Affiliate Network category.

The iGB Affiliate Awards 2026 ceremony was hosted at The Shard and recognises performance across affiliate marketing and iGaming. Hub Affiliations said the winning campaign combined sports audiences, live streaming, creator distribution, editorial publishing, AI-supported optimisation, affiliate technology and performance marketing.

The company linked the result to the role of Sporticos within its wider media network, positioning it as the distribution and live engagement layer for major sports moments. Hub Affiliations said its media network recorded more than 500,000 visitors in a single day during the FIFA World Cup.

Hub Affiliations also shared internal performance metrics, stating it averages more than 20,000 FTDs per month, works with over 1,600 registered affiliates and reaches audiences in 187 countries. It added it has logged 51 international finalist placements and 12 international awards.

Commenting on the approach, Charles Herisson said: “The strongest affiliate companies will be the ones that can build audiences, not only buy traffic. Our goal with Hub Affiliations is to connect media, technology, creators and performance into one model.” Francesco Maddalena added: “Sporticos and live streaming allow us to reach sports fans when their attention is highest. The challenge is not only generating traffic, but creating a better user journey before conversion.”

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Quantum has agreed to acquire Cashback.co.uk, JoinCustard.co.uk and the Custard mobile app from Submission Technology, with the transaction set to complete on 1 July 2026. The deal adds two consumer rewards brands to Quantum’s portfolio and marks its entry into the digital rewards and cashback segment.

Cashback.co.uk operates as a UK cashback platform, while JoinCustard.co.uk launched in October 2024 as a digital rewards and gifting platform. The Custard mobile app is included as part of the acquisition.

Quantum said the acquisition expands its footprint beyond affiliate marketing into direct-to-consumer rewards products. The buyer pointed to 36% year-on-year revenue growth in 2025 and recent launches in Ireland, South Africa and multiple US states, adding that it now operates across the UK, US, Ireland and South Africa.

Jamie Walters, CEO of Quantum International Holdings, said: “Cashback and Custard are proven platforms with loyal users, clear product-market fit, and strong commercial potential. What they need now is scale, and that is where Quantum can add real value.

“We have the data, technology, and performance mindset to grow these platforms quickly and responsibly. This is a bold move into a fast-growing consumer rewards space, and a natural next step in our ambition to connect more people with better value across the digital economy.”

Quantum said its Qi Platform will support the acquired assets through faster product iteration, improved personalisation and deeper insight into user behaviour, with its in-house data engineering, machine learning and software engineering teams supporting integration.

Neil Durrant, CEO of Submission Technology, said: “We built Cashback and Custard from the ground up, and we are incredibly proud of what the team has achieved. Quantum is the right home for these platforms.

“Their technology, commercial relationships and ambition make them well placed to take Cashback and Custard to a much bigger audience. It is an exciting next chapter for both businesses.” Financial terms were not disclosed.

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