Many affiliates still rely on simple review websites, where the focus is on driving clicks and conversions through straightforward content. But things are changing. It’s not just about content-based websites anymore.

We now see plenty of companies moving on to building better, smarter products. This trend is changing the game for everyone in the industry.

“Users no longer just want to be simply told where to bet. They want to understand why, and they want tools that help them do it better,” says Borja Imbergamo, Head of Growth & Strategy at BetBrothers. “Affiliates that focus purely on conversions are missing the bigger picture.”

The affiliates who are thriving today are building full-scale platforms, not just websites. They’re creating products. That means tools, interactivity, smart features. Anything that adds depth to the user journey.

In this article we will explore why delivering real benefits to users is crucial for affiliates and what are the ways to achieve that.

Why This Shift Matters

The global iGaming market is forecast to hit $167 billion by 2030. That’s a huge opportunity, but it also means greater competition and higher expectations.

Affiliate marketing is still going to be a big part of that market, but the landscape is moving fast. With the evolution of the industry, and technology in general, customer demands have evolved too. Players need more than just basic guidance now, they’re looking for added value. Affiliates who understand this trend are already exploring new ways to connect with their users.

“Modern players want more than bonus comparisons. They want insights, smart UX, and features that actually help them. At BetBrothers, we’re constantly asking: ‘What will make this user come back tomorrow?’ If the answer is just ‘another review,’ we haven’t done enough,” Borja says.

Implementing a Product Mindset

Focusing on the quality of your product is a must. Companies need to put resources into building better experiences for users.

Initially, it’s crucial to change a mindset to focus on giving players more value. Users are more likely to engage with and return to a website that provides useful tools and features rather than one purely focused on conversions.

Affiliates need to shift from content factories to product-focused companies. That doesn’t mean abandoning content. It means upgrading it through better delivery, experience, and integrated features.

“You can’t just publish to rank. You have to build to retain,” Borja stresses. “That’s where long-term value, and long-term growth, comes from. Affiliates who prioritize focused product development rather than short-term gains will build a competitive advantage. There is a huge revenue potential in iGaming for those who are bold enough to be innovative.”

And it’s not only about the user preferences. Search engines also favor websites that provide utility, not just information. Affiliates who think like product teams will find themselves rewarded in more ways than one.

Rethinking User Experience

User experience is more important than ever. Modern players want fast, clear, and simple interfaces. They don’t want to feel lost or navigate complicated menus.

For affiliates, investing in user experience is key. A great UX builds trust and keeps users coming back for more. The goal is to create a smooth journey from start to finish. And every step of this journey should be as easy as possible.

“If a user can’t find what they’re looking for quickly, they’re gone,” Borja says. “A slick user experience doesn’t just look good, it builds trust and drives engagement. We need to take a fresh look at how we do things and build products that simplify life for the user.”

A simple design goes a long way — clean, intuitive interfaces keep players engaged and happy. Affiliates who prioritise UX create brands that users remember — and return to.

Loyalty Is the Real Growth Engine

Better platforms do more than attract new users. They keep players coming back. When players discover rich features, interactive tools, and content that really brings value, they find a reason to return again and again.

Retention shouldn’t be a priority for operators only. Affiliates must also focus on keeping their audience loyal. When you build a product that players return to day after day, you save on chasing new traffic. Instead, you are building a community based on loyalty to your brand.

“Affiliates have always been closer to the user than operators — that’s our natural advantage,” Borja explains. “We have the chance to build communities based on trust and relevance. Loyalty is a great growth strategy. A returning user is ten times more valuable than a one-time click.”

Whether through social media channels, community features, or consistently high-quality content, the goal is to give users a reason to return. And eventually, become your brand advocates.

Diversifying Content Strategy

Here’s one more thing. Content is still a king and it’s not going to change. But the way you’d want to think about your content strategy should.

“Affiliates need to go beyond reviews and explore what can truly bring additional value to the user,” says Imbergamo. “This can be delivered either in the form of education or entertainment. Think about adding content that will make users keep coming for more. This could be expert guides, how-to articles, analytical pieces, stories of successful players or engaging videos.”

Integration of user-generated content presents an additional opportunity. It creates a sense of community and credibility, and also saves you time.

“We’re seeing a lot of value in expert guides, deep analysis, and storytelling,” Borja notes. “But also in letting users create and contribute themselves. That builds authenticity that is hard to replicate.”

Modern audiences expect more than just information. They want interaction and more than ever — they want to be entertained.

Final Thoughts

Affiliate marketing has always been a key part of the iGaming ecosystem. Operators need quality traffic, and affiliates have been delivering that for years. But to succeed in the future, affiliates have to think about giving more to users and adopt a product centric mindset.

“We’re moving into a new era where the winners will be those who offer real experiences, not just information,” Borja concludes. “Affiliates who embrace product thinking will not only stay relevant — they’ll lead. At BetBrothers, we’re committed to this evolution.”

The era of simple content is over. It’s time to move from traditional review focused websites to advanced, user-friendly platforms.