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The online gambling industry is no stranger to major deals. And this week has been no different after Gambling.com announced its acquisition of Odds Holding Inc, the parent company of OddsJam. 

This acquisition, from the outset, seems like much more than a big-name acquisition – it appears to be an agreement that will shift the state of play within the gambling industry, particularly for gambling affiliates.

For an industry rooted in strategy, odds and risk-taking, the $80 million (with the potential for a further $80 million) deal to acquire Odds Holdings Inc is something of a bold bet. 

Yet, it’s not just Gambling.com rolling the dice here; yes, it’s Gambling.com that has control over the purse strings, but this deal has the potential to ripple through the wider affiliate industry, raising questions about the evolving dynamics of influence, innovation and market consolidation.

More than just an acquisition

For years, Gambling.com has solidified its position as a leader within the igaming affiliation space. Its model – connecting bettors to operators while profiting from commissions – has been extraordinarily lucrative, as evidenced by the company’s record-breaking Q3 performance. A 21% revenue jump to $91 million, alongside a huge 91% increase in net income, indicates a business already firing on all cylinders. 

But why is now the right time to make a huge acquisition? And what was the thought process behind acquiring Odds Holding Inc?

Spanning more than 300 sportsbooks, OddsJam’s core real-time odds comparison tool is a microcosm of where the industry is heading in the next few years. Namely, the adoption of more data-driven technology that centres around scalability and elevating the overall user experience.

Gambling.com’s decision to absorb OddsJam, complete with its lightning-fast infrastructure capable of processing over one million requests per second, underscores a significant shift in priorities. 

The affiliate model is evolving from simply connecting bettors to operators towards becoming a more sophisticated value chain, rooted in proprietary tech and enhanced user tools. We saw this earlier in the year with Sportradar’s acquisition of XLMedia’s North American gaming assets – a takeover that not only grabbed the attention of many industry analysts, but also showed a marked shift towards data, analytics and affiliate-driven customer acquisition.

M&A – the new norm?

In a similar vein to the Sportradar takeover, Gambling.com’s acquisition of OddsJam could well be a watershed moment for the affiliate industry, with the brand essentially redefining the meaning of a gambling affiliate. 

Traditionally, affiliates have centred much of their strategy around content and building community – be it through tip-based forums, SEO-driven reviews or the offering of bonuses. 

However, the acquisition of OddsJam raises the stakes by showing that affiliates can integrate advanced tech and data-driven services into their arsenal. Ultimately, it is setting a precedent that success in the gambling affiliate market may increasingly depend on owning innovative tools rather than merely promoting them.

Beyond the immediate financial and strategic implications, this acquisition also reinforces a narrative that has been lingering around the affiliate space for quite some time, which many have chosen to brush under the carpet. Affiliates must either adopt new technologies or risk fading into the background. 

OddsJam’s low-latency infrastructure and ability to manage terabytes of data daily epitomise the modern gambler’s appetite for instant gratification and actionable insights.

In an era in which bettors expect cutting-edge tools at their fingertips, affiliates who can’t match those demands risk irrelevance. Gambling.com’s integration of OddsJam suggests that future market leaders will be those who view technology not as a cost centre but as the core of their value proposition.

The wider impact 

For smaller affiliates, Gambling.com’s recent announcement could set alarm bells ringing. After all, it puts them at a crossroads: innovate or close the doors for business. Those wanting to keep pace with the ‘big guns’ will need to consider adopting tech-driven solutions that can also offer them a unique position of securing long-term user engagement. 

For Gambling.com, it appears that it has identified a golden opportunity to integrate OddsJam’s tools into their roster, allowing it to not only drive player engagement but also offer real-time insights that go well beyond a simple click-through transaction.

As well as enhanced tech capabilities, this could also translate to more robust player loyalty – a metric that many smaller affiliates will face difficulties in replicating without making significant investments in new technologies.

Diversification 

As well as offering Gambling.com a strategic advantage, it has to be said that one of the most telling elements of this agreement is how it aligns with the brand’s strategy to diversify its revenue streams. 

Charles Gillespie, CEO, asserted that this M&A activity provides “recurring revenue streams” independent of traditional affiliate activity and is a significant nod to a broader reality of the igaming industry in 2024/25. Gambling markets are volatile, particularly across North America, and shifting regulations and player behaviours are continuing to reshape how we interact as an industry. 

By integrating OddsJam into its roster, Gambling.com is no longer putting all of its eggs into one basket, and ultimately shielding itself from over-reliance on any element of its business. As the industry continues to mature, this ability to adapt and proactively navigate change will be key to creating a sustainable business.

The lesson here is clear. Relying solely on commissions may no longer be enough to weather the storms of an increasingly sophisticated and competitive industry. Diversification will be the key battleground that separates industry leaders from the crowd.

What next?

Gambling.com is expected to wait until after Christmas before integrating OddsJam into its wider portfolio, giving a few weeks for the wider affiliate industry to come to terms with the latest announcement. 

But this acquisition is more than just a headline deal to wrap up the year; it’s a clear signifier that the affiliate industry must evolve if it not only wants to survive, but thrive. This evolution came in the form of technology-driven solutions for Gambling.com, and is no doubt a shift that we will continue to see as we edge into 2025.

The stakes, it seems, have never been higher. And in this game, as Gambling.com is proving, the house doesn’t always win. Sometimes, the smartest bet is on the player who owns the odds.

The post Gambling.com bets big on future of affiliation appeared first on CasinoBeats.

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Gambling finds itself back in the spotlight in the UK this week, more specifically, the prevalence of gambling advertisements and the impact of slot design and maximum stakes on safer gambling. 

Speaking at the annual GambleAware conference, Gambling Minister Baroness Twycross expressed her concerns about offshore operators promoting overseas brands by using white label operations, before swiftly turning her attention towards the impact of game design and stake limits on player behaviour.

As well as outlining sweeping changes to the sponsorship model with UK football teams, the Minister also addressed some of the pending reforms to the White Paper – a set of recommendations released under the previous government that took several years to produce after numerous delays.

Published in April 2023, the UK Gambling White Paper is undoubtedly the most influential review of the industry since the Gambling Act was passed back in 2005 – also under a Labour government. But with significant advances in technology, the new white paper aims to address some of the gaps in legislation, the most prominent of which are player protection measures.

During the conference, Baroness Twycross detailed several key areas that the Department for Culture, Media and Sports (DCMS) will champion in 2025 and beyond, including the government’s plans for enhanced oversight of the industry. 

She said: “We know that people can feel they are being inundated with gambling messaging – and this can be especially true whilst watching sport. We know that advertising can have a disproportionate impact on those who are already suffering from gambling-related harm.And we know that people are particularly concerned about the potential impact on children and young people. 

“It is my expectation that industry can and should do more to work together, with each other and with us, to ensure that gambling advertising and sponsorship is appropriate, responsible and does not exacerbate harm. Gambling operators may feel that their own messaging and volume of ads are appropriate.   

“But the issue of what is appropriate needs to be looked at in aggregate, not operator by operator. I do not stand here today to tell you what that volume must be, but I do expect industry to take the initiative on this by working across industry, with sporting bodies, with academics and harm prevention experts.”

Changes on the horizon

Baroness Twycross’s recommendations to introduce more stringent control on advertising comes amid the controversy regarding BC.Game, the current front-of-shirt sponsor for Leicester City, which has recently denied rumours that it is facing bankruptcy. 

With an ongoing court ruling in Curaçao, BC.Game had also recently closed the doors to its UK operations, bringing its sponsorship agreement under further scrutiny. For the Gambling Minister, the crackdown on gambling advertisements carried very heavy emphasis on safer gambling, but it could also spell an end to white label agreements in the UK, with all advertisers potentially being required to hold their own licence.

This will, without a doubt, have a knock-on effect for gambling affiliates. Closing the market to white label brands and requiring advertisers to hold a licence also restricts the number of operators that affiliates can work with. 

Perhaps the most impactful element of Baroness Twycross’s speech, however, was the confirmation that online slot stake limits will remain in place with the intention of curbing “high-risk behaviours”. While this is a laudable move in safeguarding users, it is likely to affect the affiliate revenue model.

She added: “We know that online slots are a particularly high-risk gambling product. However, unlike land-based gaming machines, they have no statutory stake limits. This is why I have prioritised the introduction of online stake limits that will slow any rate of loss for consumers.”

The limits will see a cap set at £2 per spin for 18-24 year olds, with that being raised to £5 per spin for adults aged 25 and over. Game developers will also face more stringent controls when it comes to slot design, including a reduction in the speed of play as well as an outright ban on autoplay features.

Impact on affiliates

Slots are, and have been for quite some time, one of the most lucrative verticals for affiliates, often associated with high levels of engagement and significant customer lifetime value (LTV). By capping stake limits, operator revenues are likely to feel the effect, translating into lower affiliate commissions. 

As a result, affiliates may need to diversify their portfolios, shifting focus from high-roller-driven content to lower-stake, casual gaming audiences. This shift won’t be without its own challenges. 

Affiliates would be wise to reimagine their value propositions, tailoring content to appeal to a broader, more diverse audience that enjoys the occasional flutter. At the same time, innovation in content strategies – such as gamified experiences or educational tools – could turn this challenge into an opportunity to establish a unique market proposition.

While these changes might seem restrictive from the outset, affiliates that can pivot their strategy to incorporate safer gambling and player education will stand to benefit from the changes. 

By creating content that educates users on responsible gambling and the tools available to them, affiliates can continue to establish player trust and foster loyalty, an asset that could prove invaluable in a more regulated market such as the UK.

Ultimately, the success of igaming affiliates in a new UK gambling landscape will hinge on their ability to turn regulation into a catalyst for growth. By fostering trust, transparency and responsibility, affiliates can continue to stand their ground in a more sustainable and ethical gambling ecosystem. 

As the industry braces for these changes, one thing is clear: the status quo is no longer an option.

The post UK gambling industry braces for change appeared first on CasinoBeats.

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Earlier this week, Google announced its latest crackdown on ‘parasite SEO’ – a technique whereby content is placed on high-authority domains to take advantage of their strong SEO performance.

For those that might not know, parasite SEO might include a news blog that has discount codes in a hidden part of its website, or education-focused sites that feature affiliate marketing content that is deemed irrelevant to their overall content – simply because the publisher was paid to host it.

These types of articles may rank well in the short term, largely due to the publisher’s SEO authority, however they are deemed to be in violation of Google’s guidelines and undermine the integrity of search results.

An ongoing issue

This has been an ongoing issue for Google, with the search engine having announced that it would be cracking down on this type of content earlier in the year.

However, the debate was recently reignited after a surge in content identified by the search engine which it deemed to violate its search policies.

Most notably, Sports illustrated and USA Today were both found to be housing sponsored articles that fell short of Google’s content specifications. Last year, the former was found to be publishing AI-generated product recommendations on a distant corner of its website, while the latter had been using a third party to produce product recommendations.

According to Google, its updated policy clarifies that a website doesn’t have to be directly responsible for creating the content; this covers third-party marketing agencies and affiliate-produced content too.

“Since launching the policy, we’ve reviewed situations where there might be varying degrees of first-party involvement, such as cooperation with white label services, licensing agreements, partial ownership agreements, and other complex business arrangements,” Chris Nelson of Google’s search quality team wrote in a blog post. 

“Our evaluation of numerous cases has shown that no amount of first-party involvement alters the fundamental third-party nature of the content or the unfair, exploitative nature of attempting to take advantage of the host’s sites ranking signals.”

What does this mean for affiliates?

The update from Google is one of many announced by the search engine this year, and we’re confident that it won’t be the last. 

Google’s crackdown on parasite SEO demonstrates the company’s reinforced commitment to generating high-quality content. The long-term repercussions for publishing content deemed to be parasite SEO, however, are yet to be entirely clarified. 

For igaming affiliates, this decision raises a few key areas that are worth considering. The most obvious is the value of partnerships with established publishers in other sectors, such as newspaper websites. If, for example, tagging an odds-comparison page or section on to a high-traffic site no longer delivers those coveted page one rankings, are the deals worth it for either party? 

Affiliates that focus wholly on their own online properties also have things to look at. The first is the relevance and quality of content being used to interact with audiences. 

To avoid the wrath of Google, affiliates would be wise to prioritise generating content that is considered to be genuinely valuable and relevant to their target audience. High-quality, well-researched content that represents the brand you’re working with will be much more likely to rank well and drive conversions, while irrelevant articles may damage credibility or risk penalties. 

That includes content written by freelancers and agencies, sent by operator partners, or that produced in-house using generative AI. In the eyes of that all important and inflexible Google algorithm, you are responsible for the content on your own website – ‘sorry, a contractor produced this using ChatGPT’ holds no sway as an excuse. 

Many advertising regulators around the world already specify that any commercial relationships, affiliate links or sponsorships must be disclosed within content – be it on Instagram, or in content articles. 

While this is a practice that has been in place for many for quite some time, being transparent will enable affiliates to build trust with both users and search engines – ultimately having a positive impact on how their content ranks. 

The final takeaway is that affiliates must stay attuned to upcoming and ongoing algorithm changes. It goes without saying that Google is continuously rolling out updates to its algorithm. At a time when affiliate compliance is under the spotlight, affiliates must ensure that they closely monitor any updates and adjust their strategies accordingly. 

What next?

The message from Google is clear: content must be high-quality, and most importantly, relevant to the website it is being housed on. 

This new focus is the latest step by Google to improve the integrity of search results. For affiliates, this sounds the warning bell to continue, or at least start, investing in building genuine connections with their audience and to create content that adds value to the publisher’s website.

The affiliates that can prioritise relevance, transparency and quality will thrive in a more competitive digital landscape, putting them in a much stronger position to succeed as Google continues to deploy new strategies to fight against ‘manipulative’ search practices.

The post Google’s latest crackdown leaves affiliates with lots to think about appeared first on CasinoBeats.

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Anticipation for the Brazilian igaming market is continuing to grow as we approach the scheduled 1 January 2025 launch date. Brands from across the world are eyeing up new opportunities within Brazil; but with more than 180 brands having already applied for a licence, competition is likely to be fierce. 

Traditionally, operators might turn their attention towards branding, marketing or promotions as a means of building visibility and acquiring customers in a new market. But with the Brazilian government announcing that it was making moves to ban bonuses and sign-up offers, operators may be forced to reconsider their strategies. 

This new announcement marks a decisive shift in regulatory oversight in Brazil, introducing a new layer of complexity for those looking to break into this South American jurisdiction. But it’s not a deal-breaker for expansion.

A changing landscape

Betting bonuses have long been a cornerstone of affiliate campaigns, driving traffic and conversions. For many, bonuses can be an effective tool to drive engagement with new audiences, reactivate dormant players and incentivise players to return to your brand. 

But with bonuses now off the table, affiliates must rethink how they attract players and create value for operators in Brazil.

This isn’t the first review that the Brazilian government has carried out on the inbound gambling framework. In fact, over the last few months, the government and affiliated agencies have been actively taking steps to fine tune proposed regulations – and player protection has been cited as a defining factor in any changes. 

Most recently, the Federal Supreme Court unanimously upheld Minister Luis Fux’s emergency measure which would issue an outright ban on advertisements that target minors, as well as gambling using social welfare payments. 

In a similar vein, the latest announcement of the National Consumer Secretariat’s (Senacon) directive to ban betting bonuses aims to protect vulnerable groups – particularly minors and those deemed to be at risk of problem gambling. 

Senacon revealed that those brands which do not comply with the new ban on marketing bonus offers will face a daily fine of BRL 50,000 (approximately £6,800) – a fee that will certainly make a dent in any marketing budget after a few days.

Navigating the challenges

For affiliates, the immediate question that is likely to arise is how they can best adapt marketing strategies to remain on the right side of compliance. After all, affiliates will be looking to strike a balance between responsibility and sustainable growth.

One of the key priorities for many operators, and affiliates, will be closely monitoring regulatory updates. If the last few months are anything to go by, regulations may be subject to change – and quickly. 

With the Brazilian market expected to become one of the most competitive gaming jurisdictions in the world, it’s now more important than ever that all gambling brands prioritise compliance. 

Affiliates may also be well placed to consider focusing their marketing efforts on promoting responsible gambling, ultimately demonstrating value to players and also helping spotlight a safer wagering environment. This could involve featuring tools that limit spending or highlighting operators that offer an array of responsible gambling tools.

Brazil – still a land of opportunity?

The ban on marketing bonuses might sound like an additional nail in the coffin for affiliates. But as previously mentioned, this doesn’t mean that affiliates should overlook the opportunities for expansion here.

Despite the new restrictions, the Brazilian market remains potentially fertile ground for affiliates. Its population of more than 200 million people, combined with the country’s inherent love of sports and casino, still provides ample opportunity for engaging with bettors. 

From SEO, educational content and reviews, to guides, influencer partnerships and engaging post-match analysis, affiliates still have a chance to make their mark in Brazil. If anything, this might pave the way for greater creativity.

What next?

The regulatory environment in Brazil may be tightening, but it’s still brimming with opportunities for growth. Instead, the focus has now shifted towards avoiding the mistakes made by more mature markets and instead creating a sustainable, player-centric ecosystem that will stand the test of time. 

In essence, it will be innovation that forges a new battleground for affiliates. Those that can quickly pivot to new regulatory changes and are willing to evolve alongside market demands will stand to gain an edge.

By focusing on compliance, personalisation and responsible gambling, affiliates can not only navigate these challenges but thrive in one of the most exciting igaming markets on the horizon.

The post Regulatory uncertainty creating challenges in Brazil appeared first on CasinoBeats.

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Elon Musk has been in the news again this week. In addition to being named the newest member to Donald Trump’s Cabinet, the CEO of X (formerly Twitter) set out his plans to change the game for igaming affiliates with the new Grok AI chatbot. 

Describing itself as “not just another AI tool”, the Grok AI chatbot aims to redefine the social media platform’s engagement strategy. And for affiliates, this could present ample opportunity to streamline operations and level the playing field between small and larger affiliates. 

Another engagement tool

In an industry where timing, relevance and personalisation is everything, Grok’s new capabilities could be the secret weapon for engagement that affiliates have been waiting for. 

The recently-unveiled chatbot, and more specifically its Grok-2 and Grok-2 mini iterations, features a range of functionalities including advanced reasoning, real-time capabilities and image analysis – a suite of features that could dramatically enhance an affiliate’s toolkit, if used effectively.

The image analysis, for example, has the potential to open up new avenues for content creation and interaction as affiliates look for more ways to engage with new players. 

Meanwhile its advanced reasoning and language capabilities could be harnessed to craft engaging articles, game summaries and even deliver real-time sports updates, all of which can be tailored to the audience’s interests.

Content is king

It’s safe to say that affiliates are in a constant race to produce timely, relevant and engaging material. Whether it’s game previews, betting guides, or promotional content, the demand for high-quality information is insatiable. 

By using AI, affiliates will have the capabilities to not only craft text-based responses but also interpret images, allowing for richer, more nuanced engagement with users. This, paired with an ability to answer 10 questions every two hours, could give affiliates greater abilities to drive traffic to operators’ sites. 

The efficiency and consistency offered by Grok mean affiliates can maintain a high output of quality content, keeping their platforms vibrant and current. This not only attracts users but also keeps them coming back, driving up traffic and, consequently, revenue.

New playing field for engagement

In addition to creating quality content, personalisation has also become a focal point for the igaming industry as of late. For operators and suppliers alike, delivering a more localised experience can be a ‘make or break’ in their engagement strategy. And for affiliates, it’s no longer a ‘nice to have’ but rather an essential.

Consumers from any industry are far more likely to engage with content and offers that speak directly to their preferences and behaviours, and igaming has certainly been no exception to this. Using AI models may mean that affiliates can create chatbots that focus on delivering a more personalised experience – giving them a solid foundation to stand out from rivals competing for traffic.

Meanwhile the ability to gather and analyse user data in real-time could offer igaming affiliates a significant advantage, namely understanding user behaviour, tracking preferences and identifying trends that will allow affiliates to refine their marketing strategies and optimise their content offerings. The potential result? More effective marketing, higher conversion rates, and ultimately increased profitability.

Levelling the playing field

Traditionally, advanced AI tools have only been accessible to larger affiliates that have the budgets to justify the additional technology investment. However, Musk’s decision to make Grok AI free of charge adds a new dynamic to the affiliation space, offering smaller affiliates the chance to leverage advanced AI technology without the hefty price tag.

This democratisation of AI has the potential to level the playing field within the igaming industry, allowing all affiliates, regardless of size, to compete effectively. Smaller affiliates can integrate AI-driven chatbots into their day-to-day strategy, enhance their content creation capabilities and gain valuable insights from user data – all of which were previously beyond their reach. 

As a result, this could lead to a more diverse and competitive landscape in the igaming affiliate industry, ultimately benefiting users with more varied and innovative offerings.

Like any new technology, however, the integration of Grok will require careful consideration. Simply deploying the AI without a clear plan would be a missed opportunity; affiliates would need to focus on seamlessly integrating their technology into their plans, ensuring that Grok enhances rather than hinders their existing strategy. 

Additionally, continuous training of the AI model will be absolutely crucial. As user preferences shift and new trends emerge, affiliates will need to ensure that the AI systems they are using remain both relevant and effective in driving traffic to operators’ websites. 

What does this mean for affiliates?

The arrival of Grok marks a pivotal moment for igaming affiliates, presenting an array of opportunities to enhance engagement, streamline processes, and boost profitability – but only when done intelligently. 

By embracing AI and utilising its advanced capabilities, affiliates can offer a richer, more personalised experience to users, gain valuable insights and compete more effectively in an ever-evolving market.

And in an industry where staying ahead of the curve is key, Grok offers igaming affiliates a powerful tool to not just keep up but lead the charge. Whether it’s through enhanced content creation, personalised engagement, or swifter customer support, the implications of Grok’s entry could be hugely positive – the effects are, however, still to be seen. 

The post Grok AI: a game changer for affiliates on X? appeared first on CasinoBeats.

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North America has had its fair share of gambling stories this week. From Catena Media entering troubled waters to Missouri becoming the 37th state to legalise sports betting, it’s been a busy week. There’s been some political developments in the last few days too. But we’re not here to talk about that. Actually, this week was a pretty big one for sports betting in Canada, with the country’s Senate approving Bill S-269. 

You’re probably wondering, what is Bill S-269? Otherwise known as the National Framework on Advertising for Sports Betting Act, this bill marks a pivotal moment for Canada’s sports betting and igaming industries – namely, it aims to introduce stringent guidelines on advertising. 

Passed by the Senate on 5 November, the legislation will now head to the House of Commons for further debate. If it passes that hurdle, country-wide measures to regulate the number, scope and location of sports betting advertising will come into force, with potential further crackdowns on the use of celebrities and athletes to promote gambling-related products. 

During the bill’s third reading, Senator Leo Housakos addressed the house, explained: “If you watch a number of broadcasts now from the traditional broadcasters, in a one-hour segment you basically see nothing but sports-betting ads, which is also of concern. 

“That has to be looked at, and we must address why it’s happening because, like anything else, I believe particularly when young people are being bombarded with ads that are sensationalising certain types of behaviour, there is a tendency for those who have addictive tendencies to be drawn to it.”

A new landscape for advertising

Canada isn’t the first market to introduce more stringent controls on the advertisement of gambling products, nor will it be the last. However, its government believes that these new guidelines will be a step in the right direction for protecting vulnerable groups such as minors and problem gamblers.

As with any changes to advertising regulations, there’s no doubt that such a measure would have a knock-on effect on affiliates within the Canadian gaming space.

Ontario has already introduced a raft of regulations that restrict the ways in which sportsbooks can advertise within the province, including banning particular types of inducements and welcome bonuses. 

In a similar vein to many states across the US that have legalised sports betting, this new bill is one that fits with some of the discourse we’ve seen in Canada. Some studies suggest that Canadians believe there has been a proliferation of advertising from gambling companies, the perceived harm of which has been debated in many corners.

If Bill S-269 receives the approval of the Commons and moves forward for Royal Assent,  it would formalise the transition from a newly-regulated market to one that is much more stringent. As a result, affiliates will need to completely rethink their approach to advertising. 

Generally speaking, what this might mean is that we would see a considerable shift in the way affiliates engage with new bettors. One such way that’s become increasingly popular in markets in Europe is a focus on tailored, content-driven marketing that appeals to micro-communities of bettors – be it sports analysis, team-specific blogs that incorporate betting tips and even streaming too. 

Within Canada specifically, affiliates will have to keep the market’s regulatory focus on responsible gambling in mind when developing these strategies. Affiliates who get this right can still thrive, but it will require adapting to a new advertising ethos. 

Tighter restrictions on sports betting advertising would be likely to result in an even greater demand for quality content, SEO-driven strategies and educational campaigns about safer gambling tools such as self exclusion and deposit limits. 

From the outset, new restrictions might seem like the industry should sound the alarm. But rather than seeing Bill S-269 as an obstacle, affiliates should recognise it as an opening to lead into more sustainable marketing – appealing to an increasingly cautious Canadian audience and providing an opportunity to build long-term trust and credibility. 

Crucially, the Parliamentary process has now reached a stage that gives the industry a clear picture of how the new advertising regime will look, but with some time to prepare for the changes. 

Curbing advertising

For Sen. Housakos, one of the greatest concerns raised during the third reading of the bill was that since the regulation of online gambling in Ontario a few years back, there has been a huge influx in advertising, which has had a knock-on effect on rates of problem gambling. 

This, he admitted, was a shift that had almost been expected a few years back. But now that the market has reached a point of maturity, it was time to tone down the advertising barrage. 

He said: “Any one of us who does gets the impression half the time that instead being in our living room or family room, we’re in the middle of a casino in Vegas or Atlantic City and surrounded by bookies because we’ve been bombarded over and over again by the same ad, usually a very glamorous one, of people glorifying, of course, sports betting.”

For the Canadian market, Bill S-269 may curb the influx of gambling ads that have been overwhelming TV, online platforms, and even sports arenas, as Housakos suggested. 

However, the landscape is not closing; it’s evolving. Affiliates willing to comply and innovate within the new framework can maintain visibility and, crucially, trust among Canadian bettors. Ultimately, it is trust that keeps people remaining loyal to your brand – for affiliates and gambling operators, this means long-term retention. 

In a space where responsible gambling messaging will become compulsory, those affiliates who champion transparent, educational content are likely to see long-term benefits. Bill S-269 isn’t just about cracking down; it’s about professionalising and evolving Canada’s sports betting market to ensure that it’s sustainable for the future. It’s better to make these changes proactively now, than reactively issuing a blanket ban in a few years’ time. 

For affiliates, the landscape is shifting and one that presents an opportunity to pivot their strategy to suit the evolving needs of the market. But one thing is for certain: those that don’t respond will fall behind.

The post Canada: a shifting landscape for gambling affiliates appeared first on CasinoBeats.

The new body provides a forum for affiliate marketing professionals to discuss the key issues influencing the future of the sector, share information, exchange ideas, and drive positive change through innovation.

Some of the biggest names in the sector have already joined and the launch membership list includes AskGamblers, Better Collective, Blexr, Bigwinboard, bwise Media, Catena Media, Clever Advertising, Easyodds, Finder Media, Gambling.com Group, Game Lounge, LiveSport Media, KaFe Rocks, Natural Intelligence, Oddschecker, Oddspedia, SofaScore and Web International Services. 

Membership into Affiliate Leaders is open to affiliate businesses of all sizes though. Any company that wishes to contribute to the conversation and join the community of their peers is welcome to join for free. 

Much of the group’s networking activity will centre on SBC’s portfolio of betting and igaming industry conferences and exhibitions, as Affiliate Leaders members will receive complimentary tickets to paid-for events such as CasinoBeats Summit, SBC Summit Barcelona, SBC Summit Latinoamérica, Betting on Sports Europe, and SBC Summit North America.  

Members can also look forward to invitations to exclusive Affiliate Leaders networking sessions and opportunities to connect with operator partners, along with brand exposure and options for editorials and interviews on the SBC’s media properties. 

Kelly Kehn, SBC’s global relationships director, said: “Affiliate Leaders will provide a much-needed global forum for a sector that is integral to the success of the sports betting and igaming industry. 

“It represents a great opportunity for affiliates to come together and share knowledge about the strategic issues they face, while also delivering some valuable business opportunities by connecting them with key contacts at operators in markets around the world.” 

The first Affiliate Leaders get togethers are scheduled to take place at July’s CasinoBeats Summit at the InterContinental in St Julian’s, Malta and September’s SBC Summit Barcelona at Fira de Barcelona.

Both events also feature full Marketing & Affiliation conference tracks, while the exhibition at Barcelona will have a dedicated Affiliate, Marketing and Media Zone, complete with an exclusive lounge for Affiliate Leaders members. 

To find out more about Affiliate Leaders and how to join, please visit: https://affiliateleaders.com/

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