What Has the Affiliate World Turned Into? The Evolution of iGaming Over the Years

By Dima, Head of Growe Partners

If you’ve been in iGaming affiliate marketing for a while, you will agree with me that things have changed drastically. I’ve been in the industry long enough to remember when conferences felt more like circus shows than business events, traffic quality wasn’t always a priority, and short-term profits were often the main goal. But those days are long gone.

Over the last five to ten years, we’ve seen the industry mature. Flashy gimmicks have been replaced by networking, data-driven decision-making, and long-term partnerships. The game has changed — and so have the rules for success.

From Wild Shows to Professionalism: The Evolution of Industry Events

I remember my first industry events — let’s just say, they were memorable. We’re talking about conferences where organizers brought in wild animals, eccentric performers, and over-the-top entertainment to grab attention. And, honestly, back then, it worked. The industry was still finding its feet, and the focus was more on making noise than making deals.

But if you walk into an iGaming event today, the atmosphere is completely different. The focus has shifted towards high-quality networking, serious business discussions, and insightful panels. Operators, affiliates, and service providers are no longer looking for a spectacle — they want valuable conversations, real partnerships, and data that can help them scale. This shift isn’t just anecdotal; attendance data from major events like iGB Affiliate London and ICE reflects this new industry mindset. 

To put the tendencies in the niche perfectly: “The days of pure entertainment are over. Now, events are about meeting the right people, discussing market trends, and sharing insights that actually drive business forward. Everyone wants to learn, not just party.”

This change also reflects growing competition. The industry has matured, and operators expect affiliates to be strategic business partners rather than opportunistic traffic sources. As a result, industry gatherings now prioritize collaboration over spectacle, allowing attendees to gain actionable insights and form meaningful business relationships.

The End of “Quick Wins” and the Rise of Long-Term Partnerships

A decade ago, the affiliate model was simple: drive traffic as fast as possible, cash out, and move on. High churn rates weren’t a problem, and long-term value (LTV) was barely part of the conversation. The goal was short-term profit.

Now, that approach just doesn’t work anymore. Operators have become much more selective. They want affiliates who bring in high-quality players, not just a flood of short-term sign-ups. Retention has become just as important as acquisition, and brands want partners who can deliver sustainable results. Recent trends indicate that operators are increasingly focusing on retention strategies to maintain player engagement and profitability. 

Some affiliates have completely overhauled their strategies, moving towards content-driven approaches, CRM integration, and player engagement tactics. Email marketing, push notifications, and tailored offers are now essential tools in the affiliate playbook. The shift to lifetime value-driven metrics means that affiliates must analyze data, optimize player journeys, and work closely with operators to maintain long-term profitability.

Raising the Bar: Quality Traffic Is Now the Standard

It’s not just about partnerships — the standards for traffic quality have skyrocketed. Years ago, some affiliates could get away with gray-hat methods: things like incentivized traffic, bots, or misleading promotions.

Not anymore. Operators are demanding transparency and engagement metrics that actually matter. They want players who deposit, play, and stick around, not just one-time sign-ups. 

“We’ve seen a massive shift in traffic evaluation. If your players aren’t engaging, operators will cut you off. There’s no room for low-quality traffic anymore,” commented Mykyta, Head Of Affiliates at Growe Partners. “Everyone is focused on LTV now, and if your traffic isn’t bringing in valuable players, you’re going to struggle to find good deals.”

This heightened scrutiny has led to the decline of black-hat techniques and a greater emphasis on compliance and ethical marketing. Affiliates now invest in data analytics to monitor traffic quality and ensure alignment with operators’ expectations. Some are even forming exclusive partnerships with brands to ensure traffic consistency and build a reputation for delivering high-value players.

The Mobile-First Revolution: Adapting to the New Reality

Ten years ago, desktop traffic dominated. Most players signed up through websites, and mobile gambling was still a niche.

Fast forward to today — mobile is everything. The majority of players now deposit, bet, and interact with brands directly from their phones. Recent studies show that mobile devices account for over 70% of global online gambling revenue, with mobile gambling projected to grow at a CAGR of 11.5% over the next five years. 

One thing is clear: if your website, funnels, and marketing strategies aren’t optimized for mobile-first, you’re losing a massive percentage of potential players. Affiliates have had to rethink everything, from ad placements and UX design to the way they track and analyze player behavior across different devices.

AI and Automation: The Affiliate Game-Changer

One of the biggest shifts I’ve seen is how much AI has changed our approach to marketing. Years ago, affiliate marketing was all about manual testing — setting up campaigns, running A/B tests, and figuring things out through trial and error.

Now, AI-driven tools handle campaign optimization, ad targeting, and even content creation. AI can analyze thousands of data points in real-time, adjusting campaigns to find the most profitable audience segments. According to a 2023 report from McKinsey, AI-driven marketing strategies have increased conversion rates by up to 35% for affiliates who integrate them effectively. 

“AI isn’t replacing affiliates — it’s giving them the tools to work smarter and make better decisions,” said Anna-Mariia, Affiliate Team Lead at Growe Partners . “Today, AI can generate ad creatives, predict user behavior, and even automate entire campaigns. The affiliates who are leveraging these tools are gaining a huge competitive advantage.”

New Markets, New Opportunities: The Rise of LATAM

One of the biggest industry shifts in recent years has been the explosive growth of Latin America (LATAM). Markets like Argentina, Chile, and Mexico have become prime territories for iGaming, offering huge potential for affiliates who know how to localize their approach. Market data shows that LATAM’s iGaming sector is growing at an annual rate of 20%, outpacing most European markets. 

Chile and Argentina, which we are actively working with, have emerged as some of the most promising markets in Latin America. As iGaming adoption continues to rise, these countries present significant opportunities for affiliates who can adapt to local regulatory requirements and cultural preferences. And, of course, affiliates who understand regional payment preferences, player behavior, and localized marketing strategies will have a clear advantage over those applying a one-size-fits-all approach.

What To Expect Next?

Looking back at how the industry has evolved, one thing is clear: affiliate marketing isn’t as easy as it used to be, but it’s more rewarding than ever. The days of quick wins and shady tactics are over. Success now requires long-term thinking, high-quality traffic, and strategic partnerships. Affiliates who embrace AI, mobile-first strategies, and new markets like LATAM will be the ones leading the next decade of growth. The affiliate world has changed, but for those willing to adapt, the opportunities are bigger than ever.