Ian Sims, founder of affiliate compliance specialist Rightlander, said: “Spreading the risk across markets is important for affiliates.  

“A couple of operators recently pulled out of the UK because of compliance issues, which means that every affiliate in that market for those operators loses commission, loses income. So spreading the risk across markets and operators is to be advised.” 

The panel, titled Affiliates – Compliance Minefield, was sponsored by Safe Affiliate Programs and moderated by Jessica Moreno, Principal at JMore Legal in Malta. Given the need for diversification, Moreno asked the panel how new affiliates coming into a market could compete with established, larger affiliates.

“Smaller affiliates should look for niches and settle into them with well targeted content”
– Yaroslav Stanev, Oddspedia

Yaroslav Stanev, Chief Marketing Officer at betting affiliate Oddspedia, agreed that affiliates “should not put all their eggs in one basket.” 

“Smaller affiliates should look for niches and settle into them with well targeted content,” said Stanev, a notion echoed by Peter Ješko, Data Analysis & Affiliate Relations Lead, at gaming affiliate CasinoGuru.

Ješko said: “It is about focusing on doing things better than the opposition and focusing on small markets may well be the way to achieve that. I agree that one risk of this is that legislation and regulation changes are very hard to predict.”

On the question of affiliates appearing authoritative and building a reputation, Sims continued: “It’s quite simple, players want to hear from people who know what they’re talking about. 

“Compliance doesn’t have to be negative,” said Sims. “The good thing is that compliance can build trust. If you have players that trust affiliates and trust operators, then you will have a perhaps smaller but better base of players to work with. 

Ješko concurred: “We want good relationships with operators of course but we want to offer our players the best information.” 

“It’s about striking a balance,” continued Sims. “I’d be looking at removing anything from my website that could be deemed a risk. Especially old content or content that suggests that gambling can improve a player’s lifestyle, for example. 

“I think the competitive advantage comes from being able to get through this compliance minefield and show you can work in this environment – that you can be trusted by operators and players.”

The three-day CasinoBeats Malta Digital, delivered in association with Gaming Malta, concludes today. The event features 40 virtual exhibitors, numerous networking opportunities, 140 leading speakers, and countless business opportunities for 3,000 senior decision-makers from operators, suppliers, affiliates and other industry stakeholders.

Alongside the exhibition, networking and conference – the content from which will be available on demand to delegates after the event – visitors also gain access to the full range of entertainment on offer, including free-play slots, daily competitions and a selection of prizes such as iPads and cash.

Find full details of CasinoBeats Malta Digital, including information about how to register and the discounts available on company group passes, at the event’s official website: https://sbcevents.com/casinobeats-malta-digital/

The post CasinoBeats Malta Digital: ‘Authority and diversity the key for affiliates’ appeared first on CasinoBeats.

The CasinoBeats Summit will welcome up to 1,000 delegates to Olympia on 17-20 September, offering visitors four conference tracks and unrivalled networking opportunities with as many as 200 operators present, along with regulators, leading suppliers, payment companies and marketers.

In addition, the Summit will now take place alongside the Digital Marketing Forum, from the team at AffiliateINSIDER. Delegates will gain access to both the Summit and the Forum, as well as the wider Betting on Sports Week, which takes place at Olympia at the same time.

Lee-Ann Johnstone, founder and CEO of AffiliateINSIDER, said: “We know that digital is not vertical specific and after the successful launch of our Digital Marketing Forum at the Betting on Football conference in March, which saw more than 200 delegates attend the educational digital marketing sessions, we’ll be partnering with CasinoBeats in September to deliver another great event.

“The Digital Marketing Forum has been created to help acquisition marketers in the igaming space get ahead of digital and affiliate marketing trends, and help promote skills development and on-the-job learning.”

Stewart Darkin, Managing Director of CasinoBeats, added: “We’re thrilled to be working alongside the AffiliateINSIDER team at Olympia in September.

“The marketing content at last year’s CasinoBeats Summit was especially popular with delegates so we’re looking forward to welcoming digital marketing professionals to the Forum and to CasinoBeats’ complementary programme of operator-focused content.”

Johnstone continued: “Those interested in learning about the latest disruptive digital trends affecting casino, sports and the gambling industry as a whole, will find no better value for money than at this combined event which spans three days of thought-provoking content and thought leadership.”

The CasinoBeats Summit will welcome around 40 operators to the event as delegates and speakers, including Hard Rock, LeoVegas, Lottoland, Mansion, Olympic, Paf, Rank, Royal Panda, William Hill and Wishmaker, while leading suppliers are also well represented, including BetConstruct, SG Digital and Red Tiger.

For more information on the Digital Marketing Forum, contact nl@affiliateinsider.com

For further information regarding the CasinoBeats Summit, please contact stewart@casinobeats.com

The post CasinoBeats Summit joins forces with the Digital Marketing Forum appeared first on CasinoBeats.

1. Time-Sensitive Welcome Bonus: Solving the Hesitation Problem

The Challenge:
In the fast-paced world of online gaming, hesitation can be costly. Research reveals that players typically decide whether to make their first deposit within the first few minutes of signing up (35 seconds to 7+ minutes on average). If they delay, the likelihood of them leaving “to think about it” and never returning increases significantly.

The Solution:
LalaStars addresses this challenge with a Time-Sensitive Welcome Bonus, offering players an enhanced wager-free bonus if they make their first deposit within 15 minutes of registration.

How It Works:

New players receive a limited-time offer after registration: deposit within 15 minutes to unlock an enhanced wager-free bonus.

The countdown creates urgency, motivating players to act quickly while excitement is high, reducing drop-offs and missed opportunities.

Key Outcomes:

• Higher Conversion: More players deposit immediately after registering.
• Better Experience: The bonus enhances the onboarding process with a timely reward.
• Proven Impact: Conversion rates from registration to deposit rose by 24.6% in Tier-One markets.

By addressing hesitation head-on, this feature transforms initial curiosity into action, benefiting both players and operators alike.

2. Risk-Free Bonus for Casino Players: Eliminating First-Time Deposit Anxiety

The Challenge:
For new casino players, the fear of losing their first deposit can be a significant barrier to entry. This hesitation often prevents players from engaging fully with the platform, impacting conversion rates and limiting player retention.

The Solution:
Introducing a Risk-Free Bonus, inspired by the sports betting model but tailored for casinos. Players receive a money-back guarantee if they fail to double their first deposit within 24 hours, creating a no-risk environment for new users.

How It Works:

• Upon their first deposit, players are reassured with a guarantee: if they don’t double their funds within 24 hours, they get their money back.
• This eliminates the fear of loss, encouraging players to try the casino and engage with games confidently.

Key Outcomes:

• For Players: A sense of security reduces hesitation, making it easier for them to deposit and explore.
• For Operators: Structured bonus conditions lower overall costs compared to traditional first-deposit offers.
• For Affiliates: A standout USP attracts more players, simplifying traffic acquisition and reducing costs.

This feature bridges the gap between hesitation and action, building trust and engagement with new players.

3. Personalised Game Recommendations with AI: Enhancing the Player Journey

The Challenge:
In a crowded marketplace, retaining player interest requires more than just offering a variety of games. Generic recommendations often fail to resonate, leading to lower engagement and missed revenue opportunities.

The Solution:
We use AI-powered game recommendations to deliver a personalised gaming experience tailored to each player’s preferences and behaviour.

How It Works:

The AI analyses player preferences — like favorite themes, stakes, or game styles — and recommends games that match their interests. For example, a fan of high-stakes fruit slots might be shown a progressive jackpot game with a similar theme.

Key Outcomes:

• For Players: Tailored suggestions boost engagement and help them discover new games they’ll love.
• For Operators: Promotes games with better terms or RTP/volatility, optimising costs and increasing profitability.

By tailoring content to individual preferences, this innovation fosters loyalty while optimising operational efficiency.

4. AI-Powered Outreach for “No-Deposit Users”: Turning Interest into Action

The Challenge:
Many players register but fail to deposit within the first 24 hours, leaving potential revenue on the table. Manually reaching out to these users is both time-consuming and costly, especially at scale.

The Solution:
LalaStars employs an AI-driven call system to re-engage these players with personalised offers, such as enhanced bonuses or assistance in making their first deposit.

How It Works:

• If a player doesn’t deposit within 24 hours, an AI system triggers an automated call.
• The AI offers tailored incentives or guidance to simplify the deposit process.
• If the player has additional questions, the AI seamlessly transfers them to a live operator for further support.

Key Outcomes:

• Efficiency: Boosts first deposits from inactive users by 13%.
• Cost-Effectiveness: Automated calls reduce costs by over 3000% compared to live operator outreach.
• Scalability: The system handles large volumes of calls without additional staffing.

This feature converts passive interest into active participation, enhancing player acquisition while keeping costs under control.

Looking Ahead

These are just a few of the innovations introduced by LalaStars this year. With 2025 on the horizon, the team is committed to further investments in groundbreaking features that will set new standards in the online gaming industry.

Innovation is no longer a luxury; it’s a necessity and a benchmark in online gambling. We’ll continue to dedicate resources to stay ahead in this dynamic industry.

The post Mares Shamzhy, LalaStars: Four Key Innovations to Optimise Costs and Boost Conversion appeared first on CasinoBeats.

She was joined by Emilio Takas, Head of SEO at Gentoo Media, who echoed Flynn’s sentiment that 2024 saw the abuse of AI-created content get “out of hand” and as a result, companies will need to be more organised in how they are using AI.

Emilio said: “We saw that AI if it’s of a good quality can still rank. However, when you produce that on such a big scale, then it was a matter of time before Google began to start evaluating it again and training the language learning models that they use.

“What people didn’t think about was the cost of AI. Because when AI started, they were saying I’m not going to have content creators anymore, I’m just going to use AI. But in 2024, we how expensive the advanced use of AI is and if you sum it up at the end, that cost’s [the same] as six to 10 people in total.

“I don’t think we’re going to see websites coming out of the blue with 10,000 pages created by AI and, even if they do, I don’t expect to see them in search engine result pages (SERPs) anymore.”

Ivana added that due to the rising cost of AI content, it could become more expensive than hiring trained copywriters.

Also in 2024, Ivana noted there was a rise in the use of black hat SEO techniques such as traffic manipulation, CTR manipulation and 301 redirects.

In response, Google has developed its detection technology to try mitigate these practices and improve its algorithm.

“We know that Google is trying to detect [black hat SEO] for years and it’s just getting better,” explained Ivana.

“It’s announced with every update that those practices are not good and are going to be punished. As well, they are starting to understand traffic manipulation and pick up on it because we abused it one step too far and websites using this sooner or later start to disappear.”

Looking ahead to 2025, the pair predict that AI will become an even bigger part of how a search engine functions, through the development of tools such as AI overviews.

As a result, websites will need to focus on developing brands rather than relying on keywords to rank high on search engines.

Flynn said: “Brand is important. You can promote it on social media and people can start to recognise the brand start to love or hate the brand and they can [have feelings] about the brand. The brand becomes viral and creates traffic so you don’t have to do any tricks to it.

“Sooner or later, we’re going to have [AI overviews] and it’s going to be all about brands and mentions. If you have Casino12345, it’s not a brand because you’re going to have Casino123456 as well. It’s not a brand to build and it’s not a brand to love.

“AI overviews are all about brand awareness. We know that AI overviews in Google are being trained on YouTube, Reddit and Wikipedia so you need to be there. You then stand a chance to have a brand mention and from there you can start to rank.”

Emilio concluded by saying that when using AI marketers need to understand its purpose as when used correctly it “can do miracles”.
To listen to this episode click here or search for ‘iGaming Daily’ wherever you listen to your podcasts.

The post Reflecting on a challenging year for SEO strategies appeared first on CasinoBeats.

That is according to David Harris, B2B Affiliate Team Manager at ReferOn, who tells CasinoBeats that, by going above and beyond just providing data solutions to its clients, ReferOn focuses on delivering unique value-adds to iGaming affiliates and operators. This approach enables his company to retain clients and add new partners to its roster thanks to its strong track record and growing reputation as a provider that develops true partnerships and delivers tangible growth to its customers.  

ReferOn has also been running a series of webinars throughout 2024 to educate operators and affiliates on the key topics that impact their day-to-day operations. Included in the series so far is Data Discovery, Reporting and Tracking Methodology for affiliates, and separate sessions for operators along with other insight videos introducing ReferOn’s latest software iterations and a special webinar on migration. 

Speaking to CasinoBeats at SiGMA Europe, Harris explains: “Education is integral to our approach because it empowers clients to make informed, confident decisions at each stage of their partnerships with us and their clients. Our team efforts also build trust and knowledge, which is foundational for strong, long-lasting customer relationships. When clients see that we’re transparent about the process, actively sharing knowledge, rather than holding it back or  limiting data, they feel valued and supported.

“This mutual understanding creates a partnership dynamic where clients view ReferOn not just as a service provider but as a trusted and competent advisor. By investing in client education, we foster a collaborative relationship that is resilient, proactive and positioned for success.”

Following the success of the Insights Seminars for operators in May and affiliates in July, ReferOn is coming back with another instalment of the series that will focus on migration. ReferOn specialises in affiliate management systems and its outreach work is focused on educating current and prospective clients on how to ensure a smooth and seamless transition from one affiliate system to another. 

Ultimately, the session aims to alleviate any fears people may have about migrating and explain that ReferOn can offer an uninterrupted experience. 

“Viewers can expect insights into how ReferOn’s team maintains rigorous data accuracy, actively collaborates with clients during the migration, and offers comprehensive support throughout the entire process,” adds Harris. 

“For those considering a migration, this session promises a closer look at the tools, techniques and team dedication that set ReferOn apart in supporting clients throughout every stage of migration and beyond.”

Once the education sessions have had the desired impact, namely encouraging current partners to retain and enticing new clients on board, ReferOn can turn towards providing the services and solutions that it excels in. 

Its affiliate management software delivers best-in-class reporting and intelligence that both affiliates and operators can take advantage of as they get a better understanding of how their cooperation is performing.

Another key development from ReferOn in Q4 has seen its focus on improving its technical capabilities. As part of this project it has added new reporting and auditing tools that offer clients in-depth insights that enable them to make better decisions and map out their affiliate programs and operations with great clarity and foresight. 

David explains that these improvements ultimately feed into ReferOn’s core competencies: “Some of these updates include affiliate registration page modifications, postback enhancements, improvements to campaign management, and increased reporting functionality. 

“They also empower our customers to make the most of their data and create actionable insights. We will continue to prioritise communication and maintain a relentless focus  on improving our platform in 2025.” 

One of the iGaming industry’s biggest developments over the last few years has been the increased understanding of the power of data in decision-making, product development and planning. 

As a leading provider of iGaming affiliate management systems, ReferOn has a deep understanding of the hugely important role data plays in bringing success to its customers. By incorporating market and customer feedback into its product development roadmaps, it also ensures clients claim the full benefits and opportunities that come from utilising powerful datasets. 

“With detailed reporting capabilities, our customers can make the most of this information,” says Harris. “With ReferOn’s innovative dashboards and intuitive real-time tracking, our customers can follow key metrics as they develop and adapt their affiliate marketing strategies accordingly. 

“When they witness positive results and experience how easy our platform is to use, their trust in us grows, and we can nurture a mutually beneficial relationship.”

The post ReferOn: If you educate and inform, trust will come appeared first on CasinoBeats.

In order to expand the review system within the igaming industry, the affiliate site has launched its “Jackpot Meter”. It gathers real insights from both everyday players and seasoned pros to deliver a full spectrum of ratings across some of the most popular betting sites. 

Mapping out the criteria for the platform, it revealed it will focus on bonuses, banking options, game libraries, and the site’s overall impression on current reviewers. 

Banking options have been cited as key for the player experience, with flexibility and efficiency being crucial to whether a player enjoys the overall user experience. 

Underlining the need for transparency,  GamblingSites.com stated in its release: “Gone are the days of questionable, biased reviews — GamblingSites.com’s data-driven “Jackpot Meter” sparks a new wave of transparency and trust within the industry, giving players the tools to be confident and secure in their betting options.”

Every casino and sportsbook site featured on GamblingSites.com gets its own badge of honor (or shame). Here’s how the scores are ranked:

• All-In Jackpot Certified: The best of the best! Sites with an approval rating of 85% or higher earn the All-In status, the highest status of trust a gambling site can benefit from.
• Jackpot Certified: A solid win. Sites that earn the Jackpot status have an approval rating of 60% or higher, making them a high-quality betting option with minimal negative reviews.
• Bust: Womp womp. Sites that earn the Bust status hold a below-average satisfaction rating of 59% or lower, so players know to steer clear.

Information on the site is heavily focused on data-driven aggregated reviews and provides gambling information to players worldwide.

The launch comes at a time when market competition continues to intensify and players are increasingly reliant on affiliates to ensure they land the best experience possible.

The post GamblingSites unveils igaming’s version of “Rotten Tomatoes”  appeared first on CasinoBeats.

To get the full lowdown, we spoke with Joonas Karhu CEO of Bojoko.com, a UK igaming affiliate business. According to Karhu, adding pay-by-phone solutions to your casino is one of the easiest ways to increase your FTDs, but how exactly does this work? 

Here, we will explore his insights into the data behind the number of Brits looking for pay-by-phone casinos and their conversion potential.

CasinoBeats: How popular are pay-by-phone solutions with UK players, and what trends are you seeing in this space?

Joonas Karhu: It is one of the most popular search terms among UK casino players. Tens of thousands of British players search for casinos that support pay-by-phone options every single month. These are just incredible numbers, especially as these are players who are actively searching for casinos where they can deposit through their phone bills. 

Not only is this a strong signal of demand, but the trend shows no signs of slowing down. For operators, this means that adding a pay-by-phone solution is one of the easiest ways to increase first-time depositors and capture the attention of players who prioritize convenience and security in their payment methods.

CasinoBeats: How does adding the ability to pay by phone bill impact FTDs, and why should operators consider it?

Joonas Karhu: The potential is enormous if you add a pay-by-phone solution and ensure you are listed on the relevant pages of affiliates like Bojoko. We have a page dedicated to helping players choose between casinos that let them pay by phone bill. It has about 10 thousand visitors each month and is, at the moment, one of our three most popular pages.

These aren’t just casual browsers; these are players actively searching for casinos where they can deposit via phone bill. That’s a very targeted audience looking for this exact payment method, and operators who offer it are well-positioned to capture those FTDs.

The average casino listed on our page gets around 10-15 extra FTDs per month, but your position matters. The casino listed as number one can get around 200 extra FTDs just from us. You can speak with our competitors to get numbers from them. It should all add up very nicely.

This is also why I say that allowing pay-by-phone solutions is one of the easiest ways to boost FTDs. Just by setting up one additional payment method, you can get similar numbers to what you’d see if you drastically improved your bonus or offered no-deposit free spins. 

CasinoBeats: How do pay-by-phone solutions help operators stand out on affiliate platforms like Bojoko?

Joonas Karhu: Only about 20-25% of the British casinos we have reviewed allow their users to deposit via their phone bill. Given the interest, this means that the competition is shockingly low. 

As mentioned, casinos that add pay-by-phone solutions will instantly be featured on our dedicated overview, where practically every position will boost your FTDs. Just being on it and similar pages at our competitors will help you stand out. Players will also spot this information in our reviews and, more importantly, can filter all our lists by payment method. 

There is, of course, also the added element of trust when being on comparison sites that carefully vet all the brands they trust. However, this exposure isn’t just about traffic or sign-ups, as is often the case with no-deposit offers; it’s specifically about conversions. By being featured on pages where players are specifically searching for payment options, operators tend to see higher FTD rates. This is because the intent is to sign up and make a deposit. For operators, this visibility on affiliate platforms can be a significant advantage in driving traffic and deposits. 

CasinoBeats: Are there any challenges or limitations operators should know regarding pay-by-phone payment options?

Joonas Karhu: While pay-by-phone solutions are incredibly convenient for players, there are a few limitations to consider. One of the main ones is that the maximum deposit is relatively low. This is manageable for many casual players but may not appeal to high rollers or those looking to make larger deposits.

Another consideration is that these solutions can only be used for deposits, not withdrawals. Players will need an alternative method to withdraw their winnings, which can cause issues with the verification process before a player’s first cashout. 

CasinoBeats: Why do you think pay-by-phone solutions have become so popular among UK players?

Joonas Karhu: Convenience is a huge factor. Depositing via their phone bill allows players to deposit funds directly through their mobile phone bills almost instantly. With just a few clicks, they’re ready to play, and the amount is either deducted from their prepaid balance or added to their next bill.

With so many payment options out there, pay-by-phone solutions offer a combination of ease and security that resonates well with players, especially those who want to make smaller, manageable deposits. This is particularly important in the UK market, where player protection and responsible gambling are priorities.

CasinoBeats: Do you see the demand for pay-by-phone growing, and how should operators prepare for it?Joonas Karhu: Yes, I think the demand for depositing via phone bills will continue to grow, especially as more players become familiar with it and trust it as a fast, secure payment method. Operators who add pay-by-phone solutions are likely to see strong results, especially with first-time depositors for the foreseeable future, though I expect the competition to increase. My advice is to get in on the pay-by-phone players now before half or the entire market is fishing in the same pond.

The post Bojoko: adding pay-by-phone solutions is one of the easiest ways to gain extra FTDs appeared first on CasinoBeats.

We caught up with Dennys about this approach and the evolving state of play for affiliates marketing in igaming, analysing recent changes to Google and the importance of data maximisation. 

Do you think AI can evolve the way affiliates engage with players?

Absolutely. AI can enhance the affiliate model by enabling personalised experiences for players. Through AI-driven tools, affiliates can analyse player behaviour in real-time, delivering content, promotions and offers that align with individual preferences. AI also helps affiliates optimise strategies more effectively, improving engagement and boosting conversion rates. The use of AI is already showing promising results in some of our back-office functions in tracking player referrals across multiple operator systems.

What challenges have come off the back of the most recent Google updates and how crucial has it been for affiliates to adapt? 

Google’s updates, especially those focusing on user experience and content quality, have presented challenges for affiliates that rely heavily on SEO-driven traffic. With the advent of automated bulk content and media generation systems in recent times, Google has faced a massive quality control issue and the recent updates through 2024 has been evidence of this and has already learned the signals to prioritise helpful content. 

More than ever, affiliates must continue to prioritise high-quality, engaging content and ensure their websites provide a seamless user experience with high rates of engagement. Those who haven’t adapted risk losing traffic and relevance, but those who embrace these changes will find more sustainable success in the long run from organic traffic sources.

Why is it so crucial the affiliates hold effective data strategies and maximise the wealth of data they have? 

Data and the insight it can provide is the lifeblood of successful affiliate marketing. Affiliates need robust data strategies to understand user behaviours, segment audiences effectively, and optimise campaigns in real-time. Data-driven insights allow affiliates to fine-tune marketing efforts, improve ROI and deliver better player experiences. Those who leverage data effectively can create a competitive edge in an industry that relies on precision and personalisation. As access to and deployment of AI and machine learning techniques improve, we are likely to see a great deal more intellectual capital begin to be developed in this critical area.

Can you give us more details about the Game Lounge company ethos and how it has evolved in recent years? 

Game Lounge is now laser-focused on leading innovation within the igaming affiliate industry. Our ethos is deeply rooted in being customer-centric while nurturing a culture of collaboration and continuous improvement. Now, we’ve placed a stronger emphasis on building a supportive and dynamic environment for our team, underscored by our employee value proposition (EVP) to, “Level Up, Leap Forward,” which aims to empower employees to thrive both professionally and personally. This evolution mirrors our commitment to driving excellence, not just in business outcomes but also in how we support our talent and teams around the world.

Are you able to give us some more details about Employee Value Proposition and why they are so crucial to boosting company performance and morale? 

As mentioned, our EVP “Level Up, Leap Forward” message, will be key to nurturing a motivated, engaged workforce. It’s designed to show our team members whether onsite or remote, that they are not just contributors to a company machine, but are essential to our growth and innovation. By fostering an environment where personal development and professional growth is at the forefront, we believe our team will be more driven and motivated, which many studies have shown to directly influence company performance and employee retention. During our summer months we worked a four-day week too which had very positive results all round for motivation and morale.

Do you think operators can tap into influencers in order to engage with new audiences?

Yes, of course. Influencers in our case are more likely to be streamers and are a potentially untapped resource that operators can leverage to engage with new audiences, particularly emerging demographics who are already accustomed to consuming gaming-related content on platforms like Twitch and YouTube. 

These influencers have built trust with their communities, offering a unique way for operators to reach engaged players authentically. The key will also be to respect responsible gaming and be compliant with appropriate player safety safeguards.

What role do you believe affiliates can play when it comes to helping operators break into merging markets? 

Well of course we feel that affiliates are essential. We offer a fast route to operators entering emerging markets due to their local knowledge and established player acquisition channels. Affiliates such as ourselves at Game Lounge can offer operators insights into regional preferences, trends, and regulations, making market entry smoother and more successful. We serve as a bridge, localising global content and strategies to fit the cultural and legal nuances of new markets.

What impact do you think the banning of X (Twitter) will have on affiliate marketing strategies in Brazil?

Personally, I am not a big fan of X (Twitter) and its manipulation of the echo-chambers it creates and thrives amongst. The potential banning of X in Brazil will obviously disrupt affiliate marketing strategies that rely on social platforms for traffic and engagement. But any decent, sizable affiliate will have a broadly diversified channel mix and should be able to invest in alternative social media platforms or direct content strategies to mitigate this impact. Building strong SEO, email marketing and partnerships with local influencers could become even more crucial in compensating for the loss of such a key platform in an emerging market such as Brazil.

The post Richard Dennys, CEO, Game Lounge: Data and insights are the lifeblood affiliate marketing  appeared first on CasinoBeats.

In this interview, we speak to Ville Saari, the Lead Content Manager at Bojoko, who oversees the team of igaming experts who vet and review gambling sites. Saari discusses the firm’s review process, how brands end up among their top-rated, and how its commitment to honest, comprehensive UK online casino reviews has contributed to its success.

CasinoBeats: Bojoko has won a long list of awards and has become a trusted platform for casino reviews amongst British gamblers. To what extent do you believe your review process and how you test and review casinos, has played a role in your success? 

VS: There is undoubtedly a strong connection between the success of Bojoko and how we review casinos and present this information. Unlike many of our competitors, we are by players, for players, and our casino experts evaluate everything from the user experience to the fine print of bonus terms. 

Our review process is built on transparency and depth, ensuring that every detail of a casino’s offering is thoroughly tested and analysed. Every feature is scrutinised from the perspective of a UK-based player. This includes game variety, user interface, bonuses, and, crucially, customer service and payment processing times. This method allows us to provide reviews that British gamblers can trust. 

Our users are able to trust Bojoko, as we report any small print that may get in the way of their fun or be a nasty surprise. They know we cover every brand and rate them based on consistent criteria. If players could not trust us, we would not be where we are today.

CB: In such a crowded market, how do you ensure that your reviews stand out from the competition?

VS: It comes down to integrity and depth. We don’t just skim the surface of a casino’s features—we dive deep into elements like payout speed, how accessible support is, and even things like game performance on mobile versus desktop. We go through their entire library, see if key jackpots are present, and, as you know from your recent chat with Christoffer Ødegården, we look at the number of live casino game shows. 

The fact that each casino we list is tested and, just as importantly, vetted by casino experts creates a great deal of trust.  You can’t reinvent the wheel with a casino review, but you can make it easy to discover whether the casino might be for you and make an informed decision. When you combine this with our special features, such as our quick filters, Bojoko has a somewhat unique product that empowers our users.

CB: With so many casinos offering similar promotions, like bonuses, how do you evaluate and rank these features?

VS: Bonuses are an area where transparency is key. A big welcome bonus isn’t necessarily the best option if it comes with convoluted terms. Our experts focus on the fine print—wagering requirements, withdrawal limits, and time restrictions. We evaluate bonuses not just based on the offer itself but also on how easy it is for players actually to benefit from them. This ensures that players aren’t misled by flashy offers that may be difficult to capitalise on.

In terms of ranking bonuses, it gets easier and easier the better the offers are, but yes, it is certainly the case that many generic bonus offers will have no significant differences from each other.

CB: How does Bojoko maintain impartiality in its reviews?

VS: We ensure impartiality by adhering to a strict, objective set of criteria when rating casinos. Our rating process is consistent, meaning that all casinos are evaluated based on the same key features, including bonuses, user experience, payment options, and customer support. 

As an affiliate, we have commercial relationships with the casinos we list, but an entirely different department handles these ties. Our casino experts are not the same people who set the affiliate deals. Additionally, as I mentioned earlier, trust is critical. If we promoted mediocre casinos with high expert ratings, our users would abandon us. It does not make financial sense to be biased. Honesty is always the best policy.

If a casino lacks critical features—such as fast payouts, clear bonus terms, or a responsive support team—its rating will reflect that. This approach guarantees that our reviews remain fair and unbiased, focused entirely on delivering accurate and trustworthy information to players.

The post Bojoko’s Ville Saari on Casino Review Processes and the Importance of Trust appeared first on CasinoBeats.

AI Technologies: Automating and Personalising iGaming Marketing

Artificial intelligence (AI) changes the game’s rules for igaming affiliates, offering powerful tools to enhance marketing efforts. With AI, repetitive tasks can be automated, allowing affiliates to focus more on strategy and innovation. AI-driven platforms provide real-time customer support through chatbots and can predict player behaviours to make marketing campaigns more targeted and effective.

Additionally, AI enhances content creation, enabling affiliates to generate personalised offers that resonate with specific audiences. That kind of customisation can significantly increase engagement and conversion rates.

Overcoming Google Updates: Why Creativity is Essential

At the same time, the latest updates emphasise the importance of high-quality, unique content and superior user experiences. In other words, creativity isn’t just a whim for affiliates — it’s a necessity. 

Google’s frequent algorithm updates can significantly impact visibility and traffic, posing a challenge for affiliates who rely heavily on search engine optimisation (SEO). 

To remain visible and maintain traffic, affiliates should explore new content formats, such as videos, infographics, or podcasts, which engage audiences beyond traditional search. Additionally, diversifying traffic sources, including social media and other digital platforms, can help reduce the risks associated with Google’s algorithm changes.

Strong Affiliate-Operator Relationships

The interaction between affiliates and operators is fundamental to success in the igaming industry. In 2024, building close connections and developing quarterly marketing strategies are vital. 

By working closely with operators, affiliates can gain valuable insights into player preferences and market dynamics, allowing for more effective marketing campaigns.

Joint marketing strategies and regular communication ensure both parties are agile and able to adapt quickly to market changes. Сompetent affiliate-operator cooperation not only boosts campaign success but also helps create a resilient network capable of navigating industry shifts.

Choosing the Right Operator: Professionalism and Budgeting

Selecting the right casino operator to partner with is crucial. Affiliates must consider two key factors: professionalism and budgeting. Equally important is to prioritise operators with a solid track record, proper licensing, and a robust and stable gaming platform. Operators, the platforms’ owners, provide more flexibility and reliability, making them in demand as partners. 

Understanding an operator’s financial health and promotional budget helps to avoid potential issues and enhance the overall success of their campaigns.

In 2024, LalaStars – Affiliate Program is at the forefront of helping affiliates succeed in the ever-evolving igaming landscape. To stay competitive, affiliates must be adaptable and creative. By leveraging AI, overcoming SEO challenges with innovative strategies, and building strong partnerships with operators, affiliates can transform challenges into opportunities and thrive in this dynamic industry.

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