Affiliate Sites as Gatekeepers: What Role Do We Play in Shaping the Industry?

The interview below was conducted with Sebastian Jarosch, founder of Mithrillium Media Ltd. During his tenure, Jarosch has won numerous awards for his efforts, including Best Partner in 2021 by Askgamblers, Affpapa’s Affiliate Programme of the Year award in 2022, and another Affiliate Programme of the Year award at the SBC Awards show the same year. He’s also appeared as a judge at SBC, IGB, and Sigma.

Sebastian has years of affiliate marketing experience, particularly on iGaming brands. His extensive knowledge on the subject matter extends beyond the regular role of affiliate platforms in today’s iGaming ecosystem.

Jarosch is an iGaming expert and a respected voice in the industry. His thoughts and opinions on casino leads, the various technicalities in the sector, and the AI phenomenon have been conveyed at many high-ranking casino sites and media platforms. His unique views of affiliate marketing strategies and vision, as well as brand and product placement, are backed by a proven track record of growth for numerous high-profile names in the iGaming sector.

1. Let’s start from the top: how would you define the role of affiliate platforms in today’s iGaming ecosystem?

Affiliates today are far more than just marketing channels for operators to drive casino traffic. We act as player guides, quality filters, and educators. For many visitors, the first impression of the iGaming industry is shaped by what they read in affiliate reviews. That makes affiliates something like advocates. We help define standards, highlight risks, and influence decisions of our audience in a positive way.

2. Some argue affiliates have too much influence over where traffic flows. Do you think affiliates are unofficial regulators in the space?

We can influence the decisions of our visitors with casino reviews by highlighting the strengths and weaknesses of our offers. If we warn our audience of unethical behavior or post negative player feedback, it sends a strong message to the community. That kind of visibility comes with a responsibility to act fairly, transparently, and in the player’s best interest. 

3. How do you maintain a balance between commercial partnerships and editorial integrity when recommending casinos?

We follow a standardized review process to ensure that all the information we publish is accurate and fair. If a casino has a bad reputation, we will either not list them at all or we will clearly highlight any unethical practices in our review.  Our goal is to build long-term relationships with our audience by earning their trust through honest reviews instead of advertising shady casinos for short-term profits.

4. What criteria should affiliate sites use to decide which casinos deserve visibility?

Before we list a partner, we research the reputation and thoroughly test the casino. We check which license the operator holds and how much safety it provides for players. When we review a casino, we focus on the reliability, clarity of the T&Cs, payment processing, customer support, complaint history, responsible gaming tools and overall user experience. Most importantly we listen to player feedback submitted through our contact form and include it into our reviews.

5. How can affiliates contribute to improving player protection and responsible gambling practices?

We inform our visitors what license our partners own, which responsible gaming tools are available and how they can make use of them. We also have a duty to delist or flag operators who fail in this area. Responsible gambling isn’t just the operator’s burden anymore. Affiliates also have a responsibility to raise awareness and keep their visitors safe.

6. Have you ever faced ethical dilemmas in listing or delisting an operator? How did you handle them?

Yes, more than once. A common dilemma involves an operator who performs well commercially but starts slipping on transparency or player treatment. In those cases, we try to resolve the issue with them directly. If no progress is made, we drop them in our rankings. It’s never easy to walk away from revenue, but trust is worth more than any commission.

7. With the rise of AI and automation, do you think human oversight still plays a role in rankings and reviews?

AI can support our work with simple tasks to make our lives easier, but it can’t replace real experience or moral judgment. Human experts are essential for industry knowledge, spotting red flags, and ensuring reviews reflect real value for our audience. At the end of the day, players are looking for honest reviews they can trust and not machine-generated fluff.

8. Should affiliate sites be held to the same compliance standards as operators and suppliers?

I think that affiliates should adhere to the same standards as operators and suppliers when it comes to compliance. As we are often the first point of contact in the player journey, we carry a significant ethical responsibility to promote responsible gaming and provide fair, unbiased reviews.

9. What would you say to regulators or critics who think affiliates sometimes ‘blur the lines’?

I’d say the criticism is valid in some cases because there are affiliates that prioritize commercials over ethics, and that hurts our credibility. The solution is to bring us into the fold, with clear standards and open communication. We want to be part of a responsible ecosystem and act in the best interests of the players.

10. How do you see the affiliate industry evolving over the next 3–5 years, especially in more regulated markets?

I think affiliates will play a bigger role in improving channelization in regulated markets over the next years. But to support sustainable growth, regulators must refine their laws in certain markets to create a more appealing environment for players, affiliates and operators.