TRAFFIC REPORT
Trafficology has partnered with data expert Casino City Press, to provide insight into website and traffic trends across affiliate industries – predominantly in gaming but including others. In this edition, we review affiliate programmes per vertical for October 2024. The below is a breakdown of the top sites globally, including both desktop and mobile, sorted by: overall ranking, casino ranking, sports betting ranking, bingo ranking, lottery ranking and poker ranking
TIMELINE: KEY AFFILIATE NEWS IN 2024
Trafficology reflects on the biggest affiliate news stories from 2024
Catena Media makes its sports betting debut in Vermont, as th state becomes the first to open its market in 2024
Manuel Stan steps in as Catena Media CEO, leading the affiliate’s global operation from Las Vegas
Catena Media releases its Q1 results, highlighting a 49% decrease in revenue, alongside a 90% drop in adjusted EBITDA
Better Collective announces the official acquisition of sports betting brand AceOdds for €42m ($44m)
Oskar Mühlbach steps down from his role as Raketech CEO; Johan Svensson steps in as Interim CEO
XLMedia agrees to sell its European and Canadian assets to Gambling.com Group for a sum of $42.5m
XLMedia reports its FY2023 results, also highlighting a difficult period, with overall revenue falling by 29%
SharpLink Gaming posts its Q1 results, with revenue slipping 21% yearon-year. However, net income rose by a sizable 537%
Gaming Innovation Group (GiG) announces its plans to acquire SEO and content services supplier Titan
GiG Media rebrands as Gentoo Media following its spinoff from GiG; Gentoo Media goes on to act as an independent affiliate
After two months, GiG completes its acquisition of Titan
Better Collective officially downgrades its FY financial guidance following insufficient US business activity, despite an overall revenue rise in Q3
Catena Media announces the adjustment of its EBITDA projections, as the affiliate notifies its investors of an underperformance in Q2 earnings
XLMedia posts its H1 results, displaying a revenue fall of almost half, while its discontinued business revenue also experiences a curiously large drop
GiG completes its business split, as GiG Media officially becomes Gentoo Media
Gambling.com Group increases its full-year outlook after reporting a 37% Q3 revenue rise year-on-year to $32.1m
CREATING A WALLED-OFF, REGULATED ENVIRONMENT
Trafficology spoke with Plucky Co-Founder Sebastian Lewis on how the brand is looking to bring real-money bets to the free-to-play market, working with The Telegraph and targeting social ‘initiators’
FOR THE UNINITIATED, COULD YOU GIVE US A BRIEF SUMMARY OF PLUCKY’S TWO CURRENT OFFERINGS?
We’re a B2B2C business, in that we offer an outsourced platform for rightsholders, broadcasters and publishers to monetise their free-to-play offerings. Due to LCCP changes a couple of years ago, lots of businesses handed back their gambling licences because they would have to KYC all their free-to-play players. So what we offer is, when people want to play fantasy leagues, last man standing, predictors – when they want to play for money with their friends or publicly for money –we offer a route to a regulated environment where we KYC the player, take the money and pay out based on a verified event happening in the game.
Our two offerings are monetising fantasy sports, so free-toplay games like Telegraph Fantasy Football, and we also use the technology to offer people the ability to pull money in traditional sweepstakes. So, for example, the Grand National or Eurovision Song Contest.
YOU HAVE A THIRD OFFERING. COULD YOU TELL US A BIT ABOUT THE DEVELOPMENT PROCESS BEHIND THAT PRODUCT?
Going back to our principles of being B2B2C and offering a
regulated environment, where you can KYC and pool money among friends, family and coworkers – the same can be applied in competitive socialising environments. So, to give an example, you may go to a ten-pin bowling alley with friends, or you may go to a driving range with friends and family or you may go to a darts bar. We are partnered with a competitive socialising cricket bar and they offer people the chance to go into cricket nets.
Lots of people are playing for money, but if no one’s got any cash, you’re sending your money to your friend via bank details and then getting them to pay the winner. So the new offering essentially will be the ability to Plucky your game, to turn one of your games into a money game and be able to pay for money. Because we have developed the technology alongside the bar and the technology that’s fizzing the cricket ball out as you’re scoring points, it will pay based on what happens in that game. It’s a full integration between the bar and the sport technology. It’s about four different technical partners in that offering. It’s been quite a challenge and I think, once we’ve done it and proven it, hopefully you’ll see Plucky being applied to lots of different competitive socialising situations.
When you’ve created your Plucky account, you have a Plucky wallet. You won’t need to KYC or create an account every time, so you’ll be able to go from one venue to another and say
“Let’s use our Plucky wallets to turn this into a money game.”
FREE-TO-PLAY GAMES HAVE BEEN SHOWN TO BE AN EFFECTIVE METHOD FOR GENERATING TRAFFIC. OVER THE YEARS, HAVE YOU SPOTTED ANY TRENDS AMONG FREE-TO-PLAY GAMES AND THE PEOPLE THAT PLAY THEM?
One of the major reasons Plucky is in its position and is seeing success with partners is, when you sign up for fantasy games, apart from the very hardcore players, what you see is a trend in engagement as the season or game progresses. For example, one of the biggest fantasy games in the world is Fantasy Premier League. There are around 13 million players. You look at the engagement curves they release and on the first day or week leading up to the season, there’s extremely high engagement. Then, as you either do well or not, it drops off to a low base by the end. To keep that engagement and change that trend, we offer weekly, monthly pools between friends. But what we’re trying to provide as well is pay-outs to people that haven’t necessarily got the most points that week. It might be they got the worst score and they win some money for that, creating wooden spoon-type prizes. We try and keep everybody engaged regardless of their performance in the game.
IN AUGUST, YOU PARTNERED WITH GENIUS SPORTS, AND THE TELEGRAPH AND ITS PAID FANTASY FOOTBALL LEAGUE. WITH JUST HOW BIG A BRAND THE TELEGRAPH IS, WHAT WAS IT LIKE TO COLLABORATE WITH IT ON A PROJECT LIKE THAT?
With any startup like us dealing with a behemoth like that, you’re always going to get very long lead time on legals and things getting signed off, and my experience is no different. You’ve got to prove yourself, your offering, your credibility, your stability as a business. The experience has been very positive with both of them. But, these things take time. If you’re a startup, you need to make sure you’ve got the time to get these things through. They don’t happen overnight. The fact that Plucky is a product they see the need for – it’s been a relatively straightforward and easy process. But I would say, when partnering with huge firms, you should always be prepared for them taking a long time.
“I wonder whether people will shift to preferring to play for money directly with friends, where you lose, but at least your friend got the money – not a bookie”
HOW DOES BRINGING REVENUE TO A FREETO-PLAY GAME WORK IN THE UK? WHAT REGULATIONS DO YOU NEED TO NAVIGATE?
Plucky has a UK pool betting licence. We’re not a fixed-odds player; the thing that needs to be fundamentally understood is that we’re creating a walled-off, regulated environment where the player can transition from a free-to-play platform into a regulated space where they are KYCed. We take the money, sit on it, then send that player back to a non-regulated space. That’s the navigation that needs to take place. That’s what the publishers, broadcasters and rightsholders are outsourcing to Plucky. They don’t want to own or deal with the administration of a licence. They would like to send their players to a regulated space and for them to then return.
It’s like in a live environment. You’re in an unregulated space when you’re stood in a bar having a drink. I’ve had people say “there’s no way you’re going to be able to get this through regulation.” But our relationship with that customer is on their phone. They’re creating a Plucky Wallet and they’re doing that in a regulated environment.
LOOKING AT YOUR POOLED BETTING OFFER, WHO IS YOUR TARGET DEMOGRAPHIC? WHAT TYPES OF PLAYERS ARE INTERESTED IN THIS TYPE OF PRODUCT?
Somebody that wants to bring more excitement to viewing sport or viewing an event like the Eurovision Song Contest or their fantasy playing or competitive socialising. There’s a specific type of customer we are interested in, and we call them initiators or chairmen. A lot of our players will share the fact they want to play for money with their friends via WhatsApp. And in anything like that, you need an initiator. The person that sets the game up, says “How much are we playing for? What are the rules?”
SEBASTIAN LEWIS
WHAT MAKES SOMEONE AN INITIATOR COMPARED TO OTHER PEOPLE? HOW DO YOU TARGET THEM THROUGH MARKETING OR ADVERTISING? BECAUSE IT’S NOT A DEMOGRAPHIC OF AGE OR GENDER. IT’S SOMETHING DIFFERENT.
We see our statistics in our CRM, and we’re seeing as many old, young, female, male. When it’s Eurovision Song Contest or playing darts in a bar, you probably see a wider demographic than our fixed odds. They’re probably seeing the classic 18-25 male. Plucky has a really wide demographic. We like that; it’s a softer brand; it’s got a smiley face and it’s for everyone. It’s not just for blokes who are 20 years of age.
I think we’re too early to know how we spot initiators. At the moment, we’re just partnering with The Telegraph and their whole audience is being told about it. Then we’re seeing people signing up. I don’t think we’re as far along the line yet to know ‘these are the characteristics of an initiator.’
IT WOULD BE INTERESTING WHEN THAT DATA COMES THROUGH TO GET AN UNDERSTANDING OF THAT KIND OF PERSON, BECAUSE WHEN PEOPLE ARE LOOKING AT DEMOGRAPHICS, IT’S GENDER, AGE, ETC. WHEREAS THIS IS A PERSONALITY TYPE. You’ve given me an idea there. I might need to do a research project on the characteristics of an initiator!
AS IT IS DECEMBER, WE’RE REFLECTING ON THE YEAR AND LOOKING AHEAD. FOR YOU, WHAT DO YOU FEEL HAS BEEN THE MOST IMPACTFUL TREND ON THE SPORTS BETTING MARKET THIS YEAR?
One big competition this year has been the Euro Championships for us. You’re definitely seeing bet builders, people designing their own bets and sharing those with friends, as being cemented in the mainstream. You used
to just bet on what you were offered.We’re now designing our own bets and sharing things with people; they want to create their own stories, as it were. I think Plucky lends itself to that, in that this is about initiating a game with your friends.
IT’S A SOCIAL ELEMENT AS WELL, BEING ABLE TO SHARE A PASSION. MANY SPORTSBOOKS HAVE BEEN ADDING SOCIAL ELEMENTS TO THEIR PLATFORMS...
It’s an open question at the moment, but I wonder whether people will also shift to preferring to play for money directly with friends, where you lose, but at least your friend got the money – not a bookie. I don’t know if that’s proven, but it’s an interesting behavioural thing; as people start to play more directly with each other on a social level, whether they prefer that versus a bookmaker.
THAT’S ANOTHER STUDY FOR YOU! WHAT DO YOU THINK WAS THE BIGGEST LESSON YOU’VE LEARNED AS A BUSINESS FOUNDER IN 2024?
In the gambling sector – and this is my first business in the sector – it’s patience. Being a new entrant, you have to have patience around getting started with banks, getting started with payment service providers, KYC providers, partners too. There is, unfortunately, a lot of bad feelings around gambling, and you’re put together with every type of gambling business. Plucky, compared to an online casino, we think is more friendly, low stakes, low risk, social. But, when you’re going to get a bank account, you are put in the same box because you have a gambling licence.
We’ve had to be incredibly patient. We’ve had to bide our time, make sure we’ve been funded to give us the longest runway to get those things done. Getting a bank account as a new gambling entrant is, to this day extremely difficult - for the right reasons.
BRAND IDENTITY IS A CORNERSTONE
Pin-Up Partners Head Vitalii Fihel explains how to pick the best partnership, the importance of brand identity and trends to watch going into the New Year
WHEN A BRAND CHOOSES TO PARTNER WITH YOU, HOW SHOULD THEY DECIDE WHETHER TO GO WITH A CPA, REVSHARE OR HYBRID DEAL?
The choice between a CPA, RevShare or a hybrid deal depends on the budget, strategy and specific characteristics of the traffic source. If the budget is limited and the traffic source allows for quick scaling, CPA is the optimal choice. For brands focused on long-term profitability, I would recommend RevShare. This model ensures stable income over an extended period. The hybrid model serves as the golden middle ground, combining the benefits of both approaches. It allows brands to generate early-stage profits while simultaneously building long-term results. We’re always here to help identify the optimal model and offer terms that best align with a business’ goals and objectives.
OF THE ABOVE THREE DEALS, WHICH ONE TENDS TO BE THE MOST POPULAR AND WHY?
CPA is most commonly used as it is the simplest and most convenient model for forecasting key business metrics. It provides a clear calculation of lead acquisition costs and allows for a quick assessment of the effectiveness of an advertising campaign.
PIN-UP PARTNERS HAS A VERY DEFINED VISUAL AESTHETIC. HOW IMPORTANT IS HAVING A UNIQUE BRAND IDENTITY WHEN SETTING YOURSELF APART FROM OTHER AFFILIATES?
It is critically important. It’s the foundation of foundations. If you open even the most basic marketing books, such as those by Philip Kotler, you’ll find the same core idea repeated: A brand’s unique identity is its cornerstone. It sets the tone for everything from recognition and trust to building longterm emotional connections with the audience.
THE AFFILIATE MARKET IS VERY COMPETITIVE. HOW ELSE CAN AN AFFILIATE STAND OUT FROM THE COMPETITION?
The task is undoubtedly challenging. Achieving consistent success in a highly competitive environment requires a comprehensive approach that includes several key elements:
- USP that sets you apart from competitors.
- Strong and memorable brand that inspires trust.
- Continuous integration of innovative technologies to enhance efficiency and convenience.
- High level of support that ensures reliable collaboration with partners.
- Personalised approach tailored to the needs of each partner. Without implementing at least four of these points, it’s hard to imagine securing a stable position in the market and maintaining it in the long term. Just look at how many affiliate programs have launched in recent years and how few are still operating today.
ARE THERE ANY EMERGING TRENDS IN THE GAMING MARKET YOU FEEL AFFILIATES SHOULD BE KEEPING AN EYE ON?
I would highlight several key trends. First, regulatory pressure is increasing and the number of markets with local licences is growing, requiring greater flexibility in operations. Second, players are increasingly drawn only to unique content tailored to their interests. As a result, personalisation and audience segmentation are becoming the main trends for the next one to two years. On the one hand, this drives up acquisition costs, but on the other hand, it positively impacts conversions.
WHAT ABOUT TECHNOLOGY? ARE THERE ANY TECHNOLOGIES THAT YOU EXPECT WILL COME TO HAVE A SIGNIFICANT IMPACT ON THE AFFILIATE MARKET?
Yes, absolutely. We cannot ignore the emergence of AI. Artificial intelligence is increasingly becoming a part of our work. It’s already transforming affiliate marketing by enhancing personalisation, predicting user behaviour and, in the future, is likely to automate traffic acquisition to some extent. Additionally, in the coming years, we will likely see improved data analysis, the discovery of new segments, optimised partner interactions and automation of routine processes. AI is set to revolutionise the way we work, making it faster, more precise and more efficient.
FINALLY, WHAT IS ON THE HORIZON FOR PIN-UP PARTNERS IN THE COMING MONTHS?
As always, there’s a lot to look forward to: More traffic, exciting events and new partnerships! We might even unveil some new geos, but for now, that’s a little secret. Let’s keep the suspense alive!
VITALII FIHEL
TEACHING TECH IN 2024
Trafficology spoke with Lift Founder Nick Moutter on 2024’s biggest trends, including AI and sweepstakes, and the importance of tech education
BRIEFLY, COULD YOU DESCRIBE WHAT LIFT DOES AND WHY IT IS ABLE TO BENEFIT THE IGAMING MARKET SPECIFICALLY?
Lift is a data and media buying platform. What it does is aggregate huge amounts of traffic and players globally. It allows the iGaming sector to use our platform to predominantly identify and acquire new customers, and they do that via our machine-learning technology mixed with data... It has been used by both affiliates and operators to help generate new customer acquisitions, but also to increase retention of existing customers by remarketing to them and incentivising them to stay with that particular operator or product.
YOU ARE THE FOUNDER OF LIFT. WHEN YOU FIRST SET UP THE BUSINESS, HOW DID YOU ENVISION IT AND HAS THAT VISION COME TO LIFE?
Lift had an existence historically, under a different name. The business was acquired by me and we launched it specifically for the iGaming sector. When we started, our first experience within the iGaming sector was with an affiliate. That’s where we started to understand the power of it. From there, our ambition was to provide it to more affiliates and allow them to leverage the power of the technology to scale their customer acquisition efforts. What has ended up transpiring is that the operators themselves want to use this, and the data functionality of the platform is where people see a lot of strength.
Did I envisage where we’d be now? We’ve acquired more customers than I expected. We are more spread across both operators and affiliates, as opposed to just affiliates, than I expected to be.
THIS YEAR, AI AND MACHINE LEARNING HAS BEEN HUGE, NOT JUST IN AFFILIATE MARKETING, NOT JUST IN THE GAMING INDUSTRY, BUT EVERYWHERE. HOW HAS THE EVOLUTION OF AI AFFECTED YOU?
As I mentioned, our technology is underpinned by complex machine-learning algorithms and data models. It is the premise of everything we do. No longer do you need teams of media buyers sitting and pulling levers like you would historically; it’s now all automated. The real evolution, from a media-buying perspective, is creative and how we’ve seen generative AI tools. It’s able to produce real, dynamic creatives that are personalised. It may be, “Hey, Beth, we know you’re predominantly interested in the NFL, and today the Panthers are playing against so and so – here’s the specific odds for that game based on your typical betting history.” It might be your wagering efforts, the clubs, the discipline. Now, as you can imagine, rather than having tens of thousands of different creative adverts, it’s now dynamically doing them using AI. It allows you to get hyper-personalised with each individual and, the more personalised something is, the higher the propensity to convert.
ONE THING WE’VE HAD A LOT OF CONVERSATIONS ABOUT IS HOW, EVEN THOUGH IT’S BEING USED TO ADD PERSONALISATION TO CONTENT, PEOPLE ARE STILL FINDING THE PERFECT BALANCE BETWEEN AI AND HUMAN-GENERATED CONTENT. WHERE DO YOU FEEL WE ARE NOW? There’s still a huge amount of human interaction and
involvement in the creation of it. It’s not this automated solution that does everything you want without any kind of tinkering. There is a lot of human interaction and involvement to get the desired outcome. We’re by no means at a place where the human is being replaced. We’re not in a position. There’s still a strong contribution from humans, in both the technology and the creative. So, if you look at it from a media-buying perspective, if we have a campaign running for a particular client, although the machine learning is there and it’s optimising, constantly analysing in real time in milliseconds, there’s still a human behind it that’s having to create that campaign and having to tweak certain things. The mixture of the two is where we’re at; will we ever get to full automation, full human redundancy in this sector? I don’t think so. Not for at least five to 10 years.
AMONG THE OPERATORS AND AFFILIATES YOU WORK WITH, HAVE YOU NOTICED ANY TRENDS IN HOW OR WHY THEY’RE USING YOUR PLATFORM?
Yes. What we are seeing as a business and as an industry is a big education process. Not many people in the sector, both operators, individuals, affiliates, really understand programmatic well. Programmatic technologies are in many ways a newcomer. But, as I said, in e-commerce, finance, it has been around for over a decade, so there’s an education process to be had. When we’re dealing with clients, we almost have to share with them what the capabilities are. The huge benefit for a lot of affiliates is that they have their own sites. Very few of them are leveraging the real value of that site, which is the first-party audiences they’re seeing. They’re not capturing that and activating it for more informed customer acquisition.
That’s one area we’re working on with our clients, saying “Hey, we can help you capture, understand and activate all of that first-party data because that is the most valuable thing in your business.” We’re not just doing media buying with them. We’re educating and being consultative about how they can drive better results and utilise the strengths they have as an organisation. That’s the same with operators and the first-party data they have.
Then, our system does what’s known as look-alike modelling. It will look at all that data, behaviours and the sentiment behind them, and then goes and finds other users across the web of similar behaviours. That’s the trend we’re seeing; the educational part, and getting people adopted onto the technology and understanding the power of it.
IT SEEMS WITH AI BECOMING SO ACCESSIBLE, IT’S BECOME QUITE A NEED TO UNDERSTAND THE TECHNOLOGY YOU’RE USING
It is. I keep saying this, and I don’t mean it to be disrespectful or patronising, but this industry is very archaic, especially when it comes to customer acquisition and marketing. We’ve got an industry that is still very reliant on SEO, affiliates and basic PPC activity to acquire customers. This is stuff that became less important nearly 15 years ago in the rest of the world. So, how and why is the iGaming sector still so reliant on it? It needs to evolve.
“This industry is very archaic, especially when it comes to customer acquisition and marketing. We’ve got an industry that is still very reliant on SEO, affiliates and basic PPC activity to acquire customers. This is stuff that became less important nearly 15 years ago”
KEEPING ON THE TOPIC OF CUSTOMERS, WHEN IT COMES TO THE PLAYERS THAT ARE BEING MARKETED TO, HAVE THERE BEEN ANY NOTABLE CHANGES IN BEHAVIOUR THIS YEAR AND WHAT MIGHT BE THE CAUSE OF THAT?
In many ways, we’re one step removed from seeing their behaviours. But that depends by geo as well. So, in America, we’ve got this huge sweepstake evolution going on where sweepstakes are now driving a lot of growth and let’s call it a loophole in the American system, which is allowing such a large demographic of people to conduct some form of online wagering. That’s one big area. Then, we’ve seen legalisation of sports betting in North Carolina and in other states, so that’s a constant change of behaviour. The American population is now going to wager, betting on sports and casino far differently than they ever have...
The future of sweepstakes is going to be interesting, to see how it all plays out and whether regulation or legislation changes, and what the detrimental effect will be on both the capitalisation of that sector, but also for the consumer. There’s a lot of money being invested in sweepstakes at the moment. You only have to look at people like Chumba and the amount of money going through those guys. All of a sudden, to turn that off? Say US regulation changes legislation nationally – how would that affect such companies?
LOOKING BACK AT 2024 AND GOING FORWARD, WHAT WOULD YOU SAY WAS YOUR BIGGEST CHALLENGE THIS YEAR?
Touching on our previous subject, which is educating operators and affiliates, the power of programmatic and how it works and differs from other tools they’ve used in the past – I think every marketer wants this magical solution, that they’re just going to put money into one end and it’s going to generate tons of cash on day one without any effort. The reality is, I don’t think anything is like that. It’s an incredibly powerful tool if done right. But it takes time and the right type of strategy and investment. If you do that, it can be incredibly powerful and, in many cases, the biggest channel for customer acquisition. But there has been some mismanagement of programmatic over the last few years by non-technology owners, which have been agencies that have resold technology in the industry and burned the market. So that’s been a challenge for us to overcome, to re-educate people and say, “Hey, what you did in the past was completely the wrong way. That is not how you go about it; this is how you should go about it. Let’s apply minimal investment to gain that reassurance and confidence in it, then let’s slowly scale.”
ON THE FLIP SIDE, WHAT WOULD YOU SAY WAS YOUR BIGGEST SUCCESS THIS YEAR?
The success has to be the growth of the business and the prevalence and market reach we’ve obtained so quickly. Maybe because we are the new kid on the block, we are a bit of an innovator, we are bringing something different to the
industry. We’ve managed to open a lot of doors and have lots of conversations very quickly. Typically in a technology company, you would expect this type of traction in year three, year four. But we’ve seen it in the first year. I think that’s because of one; the success and how well we’ve been performing for people and the word-of-mouth that spreads. But two; people are intrigued because of the changes that have happened in the industry around SEO and Google regulations on PPC, and people needing alternatives. We’re only touching the surface. I think the capabilities and future is much grander than what we’ve done so far.
AS
A BUSINESS
FOUNDER
AND A PERSON, WHAT IS YOUR NEW YEAR’S RESOLUTION FOR 2025?
The main thing for us, and me, is to look at things more objectively. There is lots of adversity in the industry and the macro environment at the moment that can affect us all as individuals and as companies. We still have impending decisions around the Labour Government and what they’re going to make for entrepreneurs’ relief and such in the UK. The thing for me is not to get emotional about it and to just see how things pan out; what will be will be. Let’s deal with things as they come along. So, the main thing for me is not to get so subjectively emotional about these changes that are happening, and to hopefully be a bit more laissez-faire with it all – to learn to roll with things as they come.
JUST HAVING GOOD TRAFFIC IS NOT ENOUGH
Semion, Head of Riddick’s Partners, breaks down the experience of starting a new affiliate business in 2024, current market trends and what it hopes for the future
TELL ME A BIT ABOUT THE INCEPTION OF RIDDICK’S PARTNERS. WHY COME ON TO THE MARKET NOW?
Riddick’s Partners came to life because we saw a clear opportunity to do things differently in a very crowded affiliate space, especially in iGaming. Entering the market now, with Alex Riddick’s reputation and a team of experienced professionals, allowed us to kickstart things with a strong foundation. We knew 2024 was the right time — trends are shifting, and affiliates are looking for partners who understand both the technology and the people side of things.
WHAT WAS THE PROCESS OF SETTING RIDDICK’S PARTNERS UP LIKE?
Setting up Riddick’s Partners was exciting but also challenging. We started with a vision of not just fitting into the affiliate world, but with the clear goal of setting new standards. Building trust from scratch was one key focus and, luckily, Alex’s network helped us connect quickly with top-tier affiliates and advertisers. Our goal from day one was to bring on a team that could redefine industry standards. We put a lot of effort into developing unique solutions, flexible options and a reliable support system to make sure our partners felt the value right away.
THE AFFILIATE MARKET IS CONSTANTLY CHANGING. WHEN CREATING AN AFFILIATE BRAND IN 2024, WHAT ARE THE MOST IMPORTANT FACTORS TO CONSIDER?
Today, it’s all about being flexible and delivering real impact. We knew that just having good traffic wasn’t enough –brands and affiliates expect data-driven insights, customised support and features that really help them grow. Technology changes fast, so we stay flexible – whether it’s through our media-buying team or SEO experts. But it’s not only about tech; trust and genuine partnerships are just as crucial. Affiliates want partners who understand their challenges and help them succeed in meaningful ways, not just meet the minimum requirements.
WHAT WAS THE BIGGEST CHALLENGE IN GETTING RIDDICK’S PARTNERS OFF THE GROUND?
Our biggest challenge was definitely standing out in a market
where there are already countless options to choose from. Affiliates are naturally cautious about new programmes, so building trust was our first big hurdle. Having Alex Riddick at the helm gave us an edge here, as he’s well known in the industry and that helped open doors. But beyond connections, we had to prove that Riddick’s Partners was different – that we’re here to offer unique value, not just be another option.
WHAT IS THE BIGGEST LESSON YOU’VE LEARNT DURING YOUR TIME WITH RIDDICK’S PARTNERS SO FAR?
The biggest lesson? The importance of staying flexible and continuously adding value. The iGaming market, especially the affiliate space, moves quickly and what worked last year might not work today. We’ve learned that having a strong foundation is great but, to truly succeed, we need to stay open to change and keep refining our offerings to stay a step ahead. Listening to our partners and adapting based on their feedback has been a game-changer.
LOOKING AT 2025, ARE THERE ANY TECH TRENDS OR REGULATORY CHANGES YOU ARE PREPARING FOR?
Yes, definitely! We’re preparing for shifts in both technology and regulation. On the tech side, data privacy and AI are big on our radar. We’re working on ways to use data more effectively while ensuring it’s handled responsibly. Regulation-wise, the iGaming industry is no stranger to changing compliance requirements, so we’re closely monitoring any updates to stay proactive rather than reactive. Our goal is to ensure our partners are always in a safe, reliable environment.
WHERE DO YOU HOPE TO BE IN A YEAR’S TIME?
In a year, we hope Riddick’s Partners will be recognised as one of the top affiliate programs in iGaming, known not only for great results but also for our commitment to partners’ growth. We aim to expand our network, keep innovating and continue setting new standards in the industry.
IGB AFFILIATE BARCELONA: A WHOLE NEW CUSTOMER EXPERIENCE
Naomi Barton, iGB Events Global Portfolio Director, reflects on the relocation of iGB Affiliate Barcelona, looks ahead to iGB L!VE taking residence in London and discusses her aim to exceed customer expectations
IGB AFFILIATE IS FOLLOWING ICE TO BARCELONA FOR ITS 2025 CONFERENCE. WHAT WAS THE PROCESS OF MOVING IGB AFFILIATE LIKE?
It was an incredibly rigorous decision-making process to reach this decision, which was undertaken in total partnership with our customers. While our iGaming Affiliate customers were happy in London, their overriding desire was to remain alongside ICE. That represented the ‘non-negotiable,’ and once it was clear that Barcelona had won through what was an exhaustive selection process (which at the outset attracted the interest of 30 bidding cities) the decision was made and it was a case of getting on with what is a huge logistical challenge. Clarion Gaming has an incredibly talented operations team that has been working relentlessly to ensure the move was as smooth as possible. We opened an office in Spain, which meant we have been able to shadow our outstanding partners at Fira Barcelona, who have helped host four customer orientation days in 2024. Both the venue and iGB Affiliate (iGBA) teams are extremely excited to be hosting this important industry event in Barcelona and opening up a host of new opportunities for the international affiliate community.
WHAT DID YOU FIND WERE THE BIGGEST CHALLENGES WITH THE MOVE?
Any change always represents a challenge, particularly when people have been used to a familiar venue/city. As a consequence, it was really important we operated a thorough selection process and that the decision on the host city was the right one for our stakeholders. That process also involved clear communications coupled with a thorough mapping out of the customer journey from arrival into Barcelona, the journey to the venue and subsequent navigation within the venue. ICE and iGBA will host the greatest gathering of global gaming professionals that has ever taken place. This also means ensuring that the city’s infrastructure and our supplier partners would be able to deliver the same standards that have become synonymous with both events.
WERE THERE ANY PARTS OF THE RELOCATION YOU FOUND LESS CHALLENGING THAN YOU WERE EXPECTING?
Despite iGBA customers being largely satisfied with the event being held in London, the fact is the motivation was the desire to remain alongside ICE for the global reach and networking/ crossover opportunities. As a consequence, once the decision was made it was embraced by the community. In addition, some
of our new Spanish suppliers and partners have offered substantial support to ensure the event experience really is delivered to the highest standards possible.
WHEN PLANNING AN EVENT SPECIFICALLY FOR AFFILIATES, WHAT FACTORS HAVE TO BE CONSIDERED THAT DIFFER FROM OTHER VERTICALS IN THE INDUSTRY?
The iGaming affiliate sector is ALL about trust-based partnerships, whether that’s brokering new ones, servicing existing relationships or peer learning. Affiliates prefer to develop those relationships face to face. We are privileged to work with a very human and networking-focused community, which means we spend a lot of time talking to customers, gathering insight about what they need and want, understanding their pain-points and creating new and effective ways of connecting them.
Because the sector is fast-moving and dynamic we need to equip our customers with the right tools and knowledge to enable them to navigate ever-changing regulation and compliance requirements. It also means delivering the industry experts who can plot out the future and help provide the intelligence required to enter new markets. The opportunities offered in Latin America will be at the fore in January when attendees will have access to the policymakers, decision-makers and thought leaders who are active in the region. Attending iGBA equips affiliates with the tool kits they need to be ahead of the game.
DID THE FACT THAT IGB L!VE IS NOW MOVING FROM AMSTERDAM TO LONDON MAKE THE MOVE FOR IGB AFFILIATE SMOOTHER OR EASIER?
Amsterdam was a popular home for iGB L!VE but the UK is home to the largest regulated iGaming market globally, and many customers were telling us that they wanted and needed an event in London. London’s global connectivity, financial prowess, cultural richness, diversity and technological innovation means iGB L!VE can grow and thrive here. Essentially, Clarion Gaming customers have the best of both worlds, with IGB L!VE in London and iGBA in Barcelona as part of the World Gaming Festival alongside ICE.
HOW DID YOU BALANCE MOVING TWO SHOWS TO TWO NEW LOCATIONS AND DID BRINGING IGB L!VE TO A LOCATION YOU ARE ALREADY FAMILIAR WITH MAKE THE JOB EASIER?
I am honestly in awe of the entire iGB Events team. Undertaking the relocation of two major events to two new locations requires a huge collective effort, an enormous amount of hard work and meticulous planning. Execution is the real differentiator in business – and the iGB Events team has worked tirelessly to make it happen. Our UK partners and suppliers including ExCeL and our UK hotel provider EventBeds have been exceptionally focused on offering the best and most cost-effective deals for our customers in a city they are very familiar with already. Having existing relationships and working together for the same goal of saving customers money and offering really strong ROI has made the job easier.
FOR ANY IGB AFFILIATE VETERANS, WHAT CAN THEY EXPECT TO BE DIFFERENT THIS TIME AROUND?
Moving to Barcelona offers a whole new customer experience. The city, famous for its beautiful architecture, stunning food and exceptional bars and restaurants provides us with the opportunity to surprise and delight our customers. Nighttime events in a more temperate Barcelona mean we can make greater use of outside space. We have worked closely with the city to make maximum use of these features of the Barcelona experience. The venue itself is one of the most exciting and contemporary in Europe and provides both the room to grow and to introduce new engaging features.
IF YOU HAD TO DESCRIBE THE EXPERIENCE IGB AFFILIATE 2025 AIMS TO PROVIDE VISITORS, WHAT WOULD IT BE AND WHY?
I am incredibly passionate about the customer experience – both for our visitors and our vendors. All our customers deserve a world-class experience, whether they are attending one of the iGB shows as a visitor or participating as an exhibitor or a sponsor. It’s our job to provide this – we are absolutely committed to delivering value not just via the leads that we can offer, but also in terms of the experience pre-show, onsite and year-round. We recognise that our customers have many events to choose from – so we absolutely have to prioritise delivering the best, most inspirational experience and the highest satisfaction, alongside strong business leads and networking opportunities at both iGB Affiliate and iGB L!VE. We will always have a sharp focus on delivering even more value and ROI for customers, exceeding their expectations and ensuring they can make great business connections in an ultraprofessional environment.
NAOMI BARTON
CRYPTO CASINOS: A 2024 RETROSPECTIVE
Returning contributor Adam Gros, Head Affiliate at Gamblineers, reflects on the biggest changes to the crypto casino market this year, and whether those trends are here to stay in the New Year
In 2024, the crypto casino industry experienced significant transformations driven by innovation, player preferences and market developments. As the new year approaches, it’s vital to reflect on these changes and explore future trends shaping the industry’s trajectory.
THE
ROLE OF AI IN CRYPTO CASINOS
Artificial intelligence has become integral to the crypto casino ecosystem, enhancing user experiences, security and operational efficiency. Operators now use AI to provide tailored game recommendations, personalised promotions and interfaces that adapt to individual preferences. AI-powered chatbots have also improved customer support by resolving player queries quickly and efficiently.
On the security side, AI has strengthened fraud detection, safeguarding transactions and ensuring a more reliable gaming environment. By analysing patterns and detecting anomalies, AI systems can preemptively identify and mitigate potential threats. This technology has made online gambling safer, particularly for players using cryptocurrencies in highrisk environments.
Looking ahead, AI’s influence is expected to deepen further. Operators are exploring predictive analytics to anticipate player needs and refine engagement strategies. Additionally, real-time AI updates during gameplay could enhance immersion and excitement. However, maintaining a balance between automation and human interaction will remain crucial. Players value personalised experiences but also appreciate the reassurance of real human support when needed.
EMPOWERING PLAYERS THROUGH CUSTOMISATION
A defining trend in 2024 has been the rise of player autonomy in gameplay. Game providers have prioritised giving players more control, making their experiences more engaging and personal. Providers and operators
alike recognise that customisation is key to retaining players and enhancing satisfaction.
Games like Feel the Beat by Hacksaw Gaming showcase how personalisation is reshaping the industry. In this slot, players can select background music, creating an immersive and tailored gaming experience. Similarly, The Thimbles by Onlyplay lets players customise dealer avatars and table settings. This level of control fosters a unique connection between players and the game environment.
Moving into next year, these innovations are likely to evolve further. Providers may introduce options for players to design bonus features, adjust game volatility or even modify visual themes. These enhancements cater to diverse player preferences, creating highly personalised experiences. As casinos and providers both focus on increased player control, they also strengthen player loyalty and engagement.
BITCOIN’S MILESTONE AND ITS IMPACT ON CRYPTO CASINOS
One of the most significant highlights of 2024 was Bitcoin surpassing $90,000 for the first time. This milestone marked a turning point in the cryptocurrency market and had a profound impact on crypto casinos. Players benefitted as Bitcoin’s increased value enhanced purchasing power, allowing for higher deposits and wagers.
Operators, in turn, experienced higher revenues and greater liquidity. This trend encouraged casinos to expand their crypto offerings, integrating more tokens to attract new players. Stablecoins also became increasingly popular, offering a solution to cryptocurrency volatility and providing a stable transaction medium for cautious players.
As we move forward, decentralised finance (DeFi) features are likely to play a larger role in crypto casinos. These could include staking opportunities or interest-bearing accounts integrated directly into casino platforms. Such innovations will
“Enhanced AI capabilities, deeper personalisation and advanced crypto payment systems will likely remain at the forefront of development”
likely remain at the forefront of development. Operators and providers will continue to focus on delivering tools that empower players and create engaging experiences.
At Gamblineers, we’ve seen that operators prioritising transparency, trust and player-centric approaches tend to achieve long-term success. Players increasingly value casinos that align innovation with their needs, offering personalised tools that make gameplay more rewarding. Next year could also bring advancements in blockchain-based loyalty programs, enhancing transparency and creating better rewards for players.
Maintaining trust will remain critical for operators navigating the competitive crypto casino landscape. Affiliates and operators who focus on delivering meaningful value and fostering genuine player connections will thrive. As the industry grows, the focus should stay on making technology work for players rather than overwhelming them.
Success lies in keeping players at the heart of every decision. By embracing these changes and focusing on player satisfaction, crypto casinos can continue delivering memorable and rewarding experiences. With exciting opportunities on the horizon, 2025 promises to be another transformative year for the industry.
BETTER COLLECTIVE, CATENA MEDIA AND THE NA-SHAPED ELEPHANT
Despite seeming like one of the most promising emerging markets in recent years, growth in North America has slowed down and this is being reflected across the affiliate industry
After Catena Media and Better Collective released their quarterly reports in early November, it’s fair to say there was a North-American-shaped elephant in the room. Despite several states launching online sports betting markets in recent years, the momentum has slowed down in ways that many in the industry hadn’t anticipated. Generally describing the US gambling market as ‘slow’ would be disingenuous, as several operators reported revenue doubling within a year, but this doesn’t paint the entire picture.
BETTER COLLECTIVE
In Better Collective’s Q3 report, revenue had increased 8% year-on-year to €81m ($85m), but this equated to -6% in organic revenue growth compared to the positive 16% organic growth recorded in Q3 2023. “During Q3 we have experienced changing dynamics in the US market, which has changed the outlook,” explained Jesper Søgaard, Co-Founder and CEO. “The impact on Q3 and the outlook led us to lower our financial targets for the year, marking the first downgrade since becoming a listed company in 2018.”
Europe and Rest of World (RoW), revenue increased by 15% to €62.2m, and the operating profit grew 42% to €23.5m. Despite accounting for 77% of the group’s revenue, these regions couldn’t fully offset the US results. Revenue in the US fell 12% to €19m, but the operating profit dropped 161% to -€1.6m. “Although the first state in the US has been operational for six years, it is effectively only three years mature for most states,” Søgaard continued. As for what caused this, the company was clear and straight to the point: “Better Collective has experienced market changes, requiring strategic flexibility, as overall partner activity has decreased.”
CATENA MEDIA
Catena Media also reported a similar trend. Overall revenue decreased by 33% to €10.7m when compared to Q3 2023 and adjusted EBITDA fell 58% to €1.3m. As North American revenue accounts for 89% of this company’s revenue, the
downturn was trickier to get away from. Revenue from the US declined 29% to €9.5m and sports in particular dropped 60% from €4.6m to €1.9m. “In sports betting, it was disappointing that we did not see the usual boost from the start of the NFL season in September,” Manuel Stan, CEO of Catena Media, reflected. This was partially because there was no state launch during this Q3, unfavourable algorithm updates and also a softer impact from large esports events than expected.
“We have been operating at a loss in sports for an extended period due to products that have not been optimally managed,” Stan continued. “In addition, the organisation was scaled for a faster rate of new state launches than we have seen in recent periods. We have adapted the organisation to these realities, and in Q3 continued to take actions to return to profit by adjusting the cost base.”
THE STATE OF NORTH AMERICA
So, what unique challenges is the North American market facing that could account for this loss of momentum for affiliates?
Well, there is a lack of competition. Most sports bettors know exactly who FanDuel adn DraftKings are, so why would they need an affilaite to help them find them? Operators are emerging at the same pace as the states themselves. In Massachusetts, there are 10 licensed operators and seven online sportsbooks, Pennsylvania has around 20 online casinos active while New Jersey has around 29 online casinos from various operators on the whitelist. That might seem like a lot, but in comparison, there are 2,719 businesses registered with the Gambling Commission and 149 of these are classed as remote casino operators. Affiliates have the opportunity to work with dozens of casinos, bookies and even sometimes the slot studios themselves, but this range simply isn’t there in the US.
Many of the states are dominated by the big operators: DraftKings, FanDuel, Rush Street Interactive, Caesars and BetMGM. This means that it’s relatively easy for players to check offers, markets and games libraries themselves without necessarily feeling like they need to look for reviews or third
parties in the process. In Europe, there’s always a new casino site launching with fresh ideas, new niches or targeting a specific audience. This means that even if players are signed up with a few UK online casinos, there’s always the chance for a new one to launch that appeals to bingo, keno, poker players etc – the opportunities are endless. However, many of the US businesses are finding that many of the players are already signed up to many, if not all, of the casinos available to them. There isn’t an opportunity for new companies or ideas to enter the market easily. The best environment for an affiliate is a competitive one and that simply isn’t there in the US at the moment.
THE FUTURE
By no means does this make North America a dead market, it just means that it’s going to be a potentially very quiet one, at least for the minute. Going forward, Catena Media has stated it will continue incorporating social and sweepstakes casinos into its portfolio “especially as online casino gaming is yet to regulate in the majority of US states.” Meanwhile, Better Collective has deaccelerated its Brazil momentum but is expecting a “highly competitive market” once it launches due to the
“approximately 100 sportsbooks [that] will be granted licences.” Until then, Better Collective will continue to integrate its recent acquisitions, Playmaker HQ and AceOdds, into its portfolio as part of diversification and development efforts. As for the North American industry, it looks like it’s going to continue simmering away on the back burner for a little while longer.
Trafficology is brought to you every month by the Gambling Insider team at Players Publishing.
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We would like to thank the following contributors to this issue: Casino City Press, Sebastian Lewis, Semion, Nick Moutter, Naomi Barton, Adam Gros and Vitalii Fihel
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