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Organic Growth for Affiliates in Regulated Greek Market
With Greece’s iGaming market having been fully regulated since 2021, affiliates must adapt to a landscape where compliance and local expertise go hand in hand. In this article, we explore the key strategies that can be used to build trust, stay compliant, and grow organic presence in Greece.
The Greek iGaming market has now been fully regulated for several years, creating a clear but competitive space for operators and affiliates. The framework established by the Hellenic Gaming Commission (HGC) provides clarity, but achieving organic marketing success still requires precision, local touch, and a strong commitment to compliance.
Greece has a single national system in place. This makes things more predictable, but also means there’s a lot of attention on the market. The competition is already heating up, with well-known international brands holding licenses alongside strong local companies. All fighting for their slice of the pie.
“The Greek market isn’t new to betting, far from it,” notes Alexandros Michas, Head of Linkbuilding at BetBrothers.gr. “What’s changed is the formalisation and stronger supervision. For affiliates, there are plenty of opportunities, but the days of the grey market are long gone. Building trust and following HGC rules are a must today.”
Understand the Regulations
When it comes to digital marketing and organic traffic, there are important rules and market specifics to consider. Greece has one main regulator, the HGC, and all online gambling activities, including marketing and affiliation, are closely controlled by it.
One of the most important requirements is that affiliates must hold their own HGC license to promote Greek-facing gaming sites. It’s not enough to partner with a licensed operator: any website, blog or social channel directing traffic to gambling platforms must be registered and approved by the HGC. This ensures affiliates understand and commit to local rules on advertising, responsible gaming messaging and transparent bonus disclosures.
Furthermore, marketing communications have strict rules. They must be truthful, not misleading, and must not target vulnerable individuals or minors. Responsible gambling messaging is mandatory, and the HGC closely checks for compliance, ready to impose big fines for any violations.
To build a sustainable organic strategy in Greece, affiliates should focus on foundational, authentic marketing practices.
Apply Hyper-Local SEO
Creating content requires more than simple translation. It demands language that is culturally resonant and tailored for Greek search queries. This means going beyond simple keyword matching to understanding genuine user intent.
“Keyword research is fundamental, but it’s more than just typing terms into a tool,” Alexandros stresses. “At BetBrothers, we spend time understanding how Greeks actually search – the slang, the abbreviations, the specific player or match queries. It’s about thinking with a local mindset, not just translating. Basic SEO doesn’t make it here, content needs to feel native and natural.”
Create Authentic Credibility
Developing authority involves seeking out link-building opportunities with established Greek sports blogs, news portals, and fan forums. It’s important to make sure that guest content is truly valuable to the platform’s readers. Building relationships with trusted local sources also helps enhance credibility and establish a strong presence within the community.
“Link building in Greece requires patience and genuine outreach,” Alexandros comments. “It’s not just about volume. We focus on earning links from reputable Greek sources that add value to our users and theirs. A link from a respected Greek sports site carries far more weight than ten generic international links.”
Connect with Greek Culture
Content should dive deep into local sports, centering on the Greek Super League, the Greek Cup, national team performances, and the intense basketball rivalries in the Basket League and EuroLeague. It’s important to use betting terminology familiar to Greek bettors and understand popular local bet types. Reflecting the passion, rivalries, and cultural significance of major sporting events will ensure content resonates more deeply.
“If you’re writing about a derby between Olympiacos and Panathinaikos, you need to understand the decades of history and passion involved,” Alexandros notes. “Generic match previews don’t work. Your content needs to breathe Greek sporting culture. It’s those nuances that build connection.”
Build Trust and Promote Responsible Gambling
Trust-building begins with prominently and genuinely integrating Responsible Gambling (RG) messages. This is an HGC requirement that also reassures users. Affiliates should provide clear, honest information and unbiased reviews about licensed operators to show they are reliable sources in a market where players value well-informed choices. Following all advertising and compliance rules is essential to maintain credibility and user confidence.
“Trust is perhaps the most valuable currency in the Greek iGaming market,” Alexandros states. “Players want to feel safe and informed. By promoting responsible gambling and providing transparent, high-quality information, affiliates can become go-to resources.”
Final Thoughts
The Greek iGaming market offers significant opportunities for affiliates who are prepared to invest in a long-term, organic strategy built on compliance, understanding local culture, and offering real value. While the HGC’s firm regulatory hand requires careful attention, it also creates a level playing field where quality and authenticity can truly shine.
“For affiliates in Greece, the game has changed towards quality and compliance,” Alexandros concludes. “Shortcuts will lead to penalties. But for those who invest in understanding the local market, respecting the rules, and delivering real value through their content, the potential for sustainable growth is endless. It’s about playing the long game, authentically.”
The post Organic Growth for Affiliates in Regulated Greek Market appeared first on European Gaming Industry News.
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The world of sports betting and gaming is set for a major shake-up with the launch of GoldenRace’s innovative, new number game, Goal2Win, designed to captivate the massive global football audience. Goal2Win successfully bridges the gap between the universal passion for the “king of sports” and the proven thrill of number-based predictions, offering partners a fresh, high-potential product for monetisation.
Goal2Win is a premium offering that takes the familiar, classic number game format and integrates it with a dynamic, football-centric theme. This unique combination makes the game instantly recognisable yet excitingly new, appealing both to seasoned sports bettors and newcomers seeking an engaging, simplified experience.
Goal2Win is GoldenRace’s proposal to mix innovation and tradition. It offers operators a product that leverages the immense reach of football fandom while delivering the straightforward, engaging gameplay and massive win potential expected from a top-tier number game. It’s a compelling blend of excitement, simplicity, and significant reward potential.
Key features driving engagement and potential winnings:
Goal2Win is engineered for maximum player retention and high stakes, boasting dynamic gameplay and powerful features:
- Multiplier feature: Players can place the same set of bets across an impressive twenty-two consecutive events, significantly driving up potential winnings and ensuring sustained engagement over time.
- Jackpots and Mega Jackpots: The game includes tiered winnings with both standard Jackpots and highly coveted Mega Jackpots, promising life-changing sums and acting as a powerful player motivator.
- Quick picks: For rapid access to the action, the Quick picks option allows the system to randomly select numbers, streamlining the betting process for players.
- Row/Column selector: Enhancing the user experience, selector buttons enable players to easily pick an entire row or column of numbers, simplifying sophisticated betting.
Goal2Win represents a unique opportunity for operators to tap into the immense global football fanbase with a product that is both innovative and instantly recognisable. It stands poised to become a staple offering, driving higher stakes and attracting a broader demographic to the operators’ portfolio.
The post GoldenRace launches Goal2Win to bridge the gap between football and numbers appeared first on European Gaming Industry News.
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Yaspa, the Pay by Bank fintech, today announced a partnership with PayAdmit, the London-based payment software provider and orchestrator used by merchants across eCommerce, iGaming and digital services. The integration brings Pay by Bank to PayAdmit’s platform, giving its merchants a faster, secure, cost-effective way to accept customer payments with real-time confirmation.
PayAdmit offers a modular payments stack that includes White Label, Cashier Service, Payment Bridge and Payment Concierge Service — a high-touch support layer for resolving payment issues in real time. The platform aggregates 350+ global payment methods and provides streamlined onboarding, enabling merchants to go live in as little as 14 days.
Adding Yaspa gives PayAdmit’s clients a high-conversion bank payment option built for speed, conversion and compliance.
Yaspa’s Head of Commercial, Amie Kadhim, said: “PayAdmit moves fast and sets a high bar on payment performance, reliability and checkout experience. We’re excited to power their next chapter with instant bank payments that are speedy, secure and deliver a smooth, mobile-first experience – boosting approval rates and settling funds immediately.”
For PayAdmit’s merchants, the integration with Yaspa delivers:
- Real-time deposit confirmation
- Lower processing costs versus traditional methods i.e. debit and credit cards
- Reduced fraud and chargeback risk with bank-level authentication
- A smoother mobile journey with no card details to key in
Yaspa’s benefits align with PayAdmit’s focus on performance, security and a modern, merchant-friendly toolkit.
Vladyslav Kolodistyi, CEO of PayAdmit added: “Our mission is to give merchants a flexible, future-proof payments stack. Partnering with Yaspa adds a best-in-class, instant bank payment option, so clients get higher conversion with less complexity.”
The post PayAdmit partners with Yaspa to integrate Pay by Bank on its payments platform appeared first on European Gaming Industry News.
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Continent 8 Technologies, a leading provider of cutting-edge managed IT solutions designed for the global iGaming and online sports betting industry, announces the appointment of Julia Weygandt as Head of Client Growth & New Business.
Based in Malta, Julia will spearhead strategic initiatives to drive customer growth and capture new market opportunities globally, working closely with the existing Sales team and Practice Leads.
Julia brings over 20 years of experience in gaming, entertainment, and technology, with a proven track record in commercial strategy, international market expansion, and strategic partnerships. Her career includes senior roles such as COO at G Games and Tornado Games, and Head of International Partnerships at GAMOMAT, where she successfully scaled operations and delivered significant revenue growth.
Julia is an active advocate for diversity and leadership in gaming, serving as a Board member for Global Gaming Women and leading partnerships for the Behind the Gloves initiative, which combines boxing and corporate engagement to support charitable causes.
Nick Nally, Chief Revenue Officer at Continent 8 Technologies, commented: “Julia’s appointment reflects our commitment to delivering exceptional value and growth opportunities for our customers. Her deep industry knowledge, commercial acumen, and passion for building strong partnerships make her an outstanding addition to our team. We are excited to see the impact she will have as we continue to expand globally.”
Julia Weygandt, Head of Client Growth & New Business, added: “I’ve known the Continent 8 team for a long time; they are a trusted and respected partner to the world’s leading iGaming operators and suppliers, and I am thrilled to join at such an exciting time. My focus will be on driving client success through innovative solutions and strategic growth initiatives, ensuring we continue to lead in this fast-evolving industry.”
The post Continent 8 appoints Julia Weygandt as Head of Client Growth & New Business appeared first on European Gaming Industry News.
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