Affiliate Marketing in iGaming: Trends Analysis for 2025

Affiliate marketing in iGaming continues to drive player acquisition and revenue growth in 2025. From hyper-personalised content and influencer collaborations to cryptocurrency integration, affiliates and operators are leveraging these trends to stay competitive in a rapidly evolving market.

Key Takeaways

1. In 2025, hyper-personalised content will lead to affiliate marketing success. Tailored bonuses and dynamic ads based on player preferences can boost conversions and increase revenues by up to 15% (McKinsey).
2. Influencers are transforming iGaming promotions. 38% of marketers plan to prioritise influencer collaborations in 2025, focusing on co-created content and interactive campaigns to build trust and engage quality audiences.
3. Cryptocurrencies, with transaction costs as low as ~1% compared to 3.5% for traditional methods, are both payment solutions and powerful marketing tools. Affiliates promoting crypto-friendly operators can attract tech-savvy players and lower operational expenses.
4. The integration of SEO, PPC, influencer marketing and personalisation is essential for staying competitive. SEO delivers a 29% ROI, while PPC ensures precise targeting—together they create a dynamic strategy to drive growth in a competitive market.

The Current State of Affiliate Marketing in iGaming in 2024

Affiliate marketing in iGaming is one of the most cost-effective and adaptable channels, allowing operators to efficiently target players across both mature and emerging markets. According to the 2024 SOFTSWISS survey, 22% of marketers identified it as a key component of their strategy for 2025.

Growing Competition in Affiliate Marketing in iGaming

The global online gambling market is witnessing significant growth, with forecasts suggesting this trend will continue in the coming years. According to Statista, revenues are expected to reach $97.15 billion in 2024, with a compound annual growth rate (CAGR) of 6.47% from 2024 to 2029. This may result in a market value of approximately $132.90 billion by 2029. 

A more optimistic projection by ResearchAndMarkets suggests the market could grow at a CAGR of 10.57%, reaching $161.32 billion by 2030.

The dynamic expansion of the gambling sector and the liberalisation of regulations in certain regions, such as Latin America and the USA, contribute to an increasing number of operators entering the market. In developed markets like Europe, operators not only face competition from new entrants but also established brands.

This heightened competition drives intensified activities in affiliate marketing, where operators seek to attract top affiliate partners by offering more appealing collaboration terms and investing in the development of partner programmes. At the same time, affiliates have a broader choice of partners, prompting them to select operators offering the highest-quality collaborations and the greatest conversion potential.

Key Challenges in Affiliate Marketing in iGaming

• Regulations
  Stricter advertising regulations for gambling have been introduced in countries like the UK and Germany.
• Changing Player Preferences
  Players increasingly expect personalised offers, transparency, and ethical gambling practices.
• Compliance
  Affiliates must align their activities with local legal requirements to avoid sanctions and build long-term relationships with operators.

Key Trends in Affiliate Marketing in iGaming for 2025

Affiliate marketing in 2025, as part of iGaming trends for 2025, will be driven by the rising demand for personalisation, integration across multiple channels, and adaptation to new technologies and regulatory changes. Below are the key trends expected to shape the sector.

1. Growing Importance of Content Personalisation

Content personalisation is one of the most influential trends in affiliate marketing for 2025. According to Accenture’s 2024 report, 74% of consumers feel overwhelmed by excessive non-personalised information, leading to frustration and purchase abandonment. Companies are increasingly using generative artificial intelligence to deliver hyper-personalised experiences that align with user expectations and deepen engagement.

In affiliate marketing in iGaming, personalisation is becoming a standard. Operators and affiliates leverage advanced data analysis and player profiling tools to deliver tailored experiences. Dynamic content, such as personalised bonus offers or game recommendations based on users’ previous choices, is a proven way to boost conversions and build player loyalty. Strategies focusing on enhancing player retention, like those outlined in this guide on player retention in sports betting sites, further complement personalisation efforts. McKinsey data shows that brands investing in personalisation can increase their revenues by 10-15%.

Affiliates provide advanced tools for filtering bonuses to match individual player preferences. Through profiling, users are presented with the most relevant offers, increasing engagement and conversions.

2. Collaborating with Influencers

Influencers play an increasingly prominent role in iGaming affiliate marketing. According to the SOFTSWISS report, influencer marketing is the most critical promotional channel for 2025, underscoring its role in building trust and player engagement. 

Micro-influencers, who maintain smaller but highly engaged communities, are gaining popularity due to their authenticity and closer connections with audiences.

Key trends in influencer marketing for 2025 include:

• Co-Creating Content
  Collaborations with influencers to create exclusive content, such as tournaments or customised game modes, deepen relationships between the brand and its audience.
• Interactive Campaigns
  User-generated content (UGC), campaigns led by influencers, encourage players to share gameplay strategies or winning moments, expanding reach and building community.
• Long-Term Partnerships
  Influencers acting as brand ambassadors, using affiliate links or promo codes, generate sustained traffic and engagement, leading to high-quality leads.

These influencer collaborations further highlight the evolving landscape of affiliate marketing in iGaming, where authenticity and player engagement are paramount.

3. Leveraging Cryptocurrencies in Affiliate Marketing

Cryptocurrencies are becoming a cornerstone in affiliate marketing in iGaming, revolutionising both payment methods and promotional strategies. According to the SOFTSWISS report, 58% of industry professionals see cryptocurrencies as a key growth driver, particularly in emerging markets. Operators integrating crypto solutions gain an advantage by offering faster transactions, lower fees, and broader accessibility.

Benefits of Cryptocurrencies in iGaming:

• Reduced Transaction Costs
  Cryptocurrency transactions typically have lower fees (~1%) compared to traditional payment methods (~3.5%), improving profitability.
• Global Reach
  Cryptocurrencies bypass financial restrictions and eliminate chargeback risks, making them attractive in regions with strict financial regulations.

As cryptocurrencies redefine affiliate marketing in iGaming, they also create unique opportunities for affiliates to position themselves as leaders in innovative payment-driven campaigns.

Challenges and Reputation of Cryptocurrencies

While cryptocurrencies bring numerous advantages, their adoption in iGaming is not without challenges. A significant issue lies in their reputation, often associated with anonymity that has been exploited for illegal activities such as money laundering and regulatory evasion. This stigma can lead to limited trust among some players and regulators, especially in markets with stringent regulations.

Adapting to Regulations as a Key to Success

To overcome these challenges, operators must implement advanced compliance processes, such as Anti-Money Laundering (AML) measures, and transparently communicate the security of their cryptocurrency solutions to players. Increasing regulation of cryptocurrencies, such as the European MiCA (Markets in Crypto-Assets) initiative, may help improve their reputation by offering greater safety for users and encouraging adoption.

Through these measures, cryptocurrencies have the potential not only to gain trust but also to become a reliable and integral component of iGaming, attracting players seeking modern and cost-efficient payment methods.

New Opportunities and Regulatory Challenges

The adoption of cryptocurrencies opens doors to broader markets, particularly in countries like Japan, Malta, and Switzerland, which have already integrated cryptocurrencies into their financial systems. 

Europe is introducing the MiCA regulation, which aims to provide a structured framework for digital assets, while the UK is considering granting cryptocurrencies legal status equivalent to physical assets.

For the iGaming industry, the growing use of cryptocurrencies represents not only an opportunity to reach new groups of players but also an increased need to adapt to tightening regulations. Operators must meet AML requirements to satisfy regulators and build long-term trust among players.

Affiliates and Cryptocurrencies

Affiliates promoting operators that accept cryptocurrencies have a unique opportunity to attract players seeking modern, convenient, and secure payment methods. As cryptocurrencies redefine iGaming by improving operational efficiency and reducing costs, affiliates can leverage these innovations as a selling point to boost conversions and player loyalty.

4. Expansion into New Markets and Regulatory Compliance

The year 2025 holds the potential to become a breakthrough moment for affiliates, driven by evolving legal regulations, technological advancements, and growing demand for iGaming in emerging regions. At the same time, increasing compliance requirements pose new challenges for operators and affiliates, making adaptation crucial for successful expansion.

Regulations Enabling Market Entry

Several countries are set to finalise the implementation of new regulations by 2025, paving the way for the legalisation of iGaming. Key examples include:

• Brazil
  Starting from January 1, 2025, the Brazilian government will introduce comprehensive regulatory frameworks for online casinos and sports betting. This initiative aims to structure the rapidly expanding sector and address social issues related to gambling. Operators will need to secure appropriate licences by the end of 2024 to legally operate in this market, presenting significant opportunities for affiliates.
• Africa
  Nations such as Nigeria and Kenya are witnessing dynamic growth in the iGaming sector, fuelled by increasing mobile internet penetration and the affordability of smartphones. In Kenya, the majority of users access the internet primarily through mobile devices, making online gaming more accessible to a wider audience.
• Asia
  Countries like India and the Philippines are emerging as key technology hubs in the region, facilitating the growth of online gaming. The rising number of smartphone users and the expansion of internet infrastructure create favourable conditions for operators and affiliates to thrive.

These changes open exceptional opportunities for affiliates to tap into new markets with a large base of potential players. The year 2025 is particularly significant, as regulatory processes in several critical regions are expected to conclude, simplifying iGaming operations.

Evolving Regulations and Compliance Challenges

Expanding into new markets also requires adaptation to changing regulations in established regions such as Europe and the United States:

• Europe
  New regulations stemming from the AML (Anti-Money Laundering) Directive are set to take effect by the end of 2025. Gambling operators will be required to implement advanced anti-money laundering systems and provide detailed transaction reporting, impacting affiliate operations as well.
• United States
  Ongoing discussions about federal regulation of online gambling could alter the current state-based system. Federalisation could streamline licensing procedures for operators while introducing new requirements, such as federal-level reporting. These regulations are expected to be implemented between 2025 and 2026.

The combination of new market opportunities and growing compliance pressures creates a complex yet potentially lucrative landscape for affiliates. Success in 2025 will demand flexibility, in-depth knowledge of local markets, and the ability to meet increasingly stringent legal requirements.

5. Integrated Approach to Affiliate Marketing

The iGaming industry in 2025 underscores the necessity of adopting an integrated approach to affiliate marketing. Amid dynamic changes and growing competition, affiliates and operators must align their efforts across various channels to effectively engage a broad and diverse audience.

Key Components of an Integrated Strategy

The SOFTSWISS report highlights that major marketing channels, such as influencer partnerships and affiliate marketing, are gaining prominence. Influencer collaborations were identified by 38% of marketers as a critical promotional channel for 2025, with affiliate marketing following closely at 35%. Combining these strategies allows for synergy—while influencers, particularly micro-influencers, bring authenticity and engagement, affiliates deliver high-quality traffic by precisely targeting players with the greatest conversion potential.

• SEO and PPC remain cornerstones of marketing efforts, though their roles are evolving. SEO, offering the highest return on investment (ROI) at over 29%, ensures sustained organic traffic. PPC enables precise targeting to reach specific audience segments swiftly. In 2025, the focus will shift to integrating these channels with other tools, enhancing campaign effectiveness and optimising marketing budgets.
• Personalised content adds another critical layer to the integrated approach. Leveraging advanced analytics and user profiling, affiliates and operators can tailor their offerings to individual player preferences. Personalised content and dynamic advertisements, which adapt to user behaviour, not only boost engagement but also improve conversion rates, becoming an indispensable element of effective marketing.

Unified Messaging and Brand Identity

Integration goes beyond managing multiple channels effectively. A consistent message across all platforms is vital to reinforce brand recognition and build trust among players. Brand identity becomes a distinguishing factor in the face of increasing numbers of operators and affiliate programs.

In summary, an integrated approach to affiliate marketing in 2025 demands the seamless combination of various strategies, including SEO, PPC, influencer collaborations, and personalised content. By harmonising these efforts, affiliates and operators can not only improve campaign efficiency but also better respond to the evolving needs of the dynamic iGaming market.

The Future of Affiliate Marketing in iGaming: Key Conclusions

Affiliate marketing in iGaming continues to grow in complexity, creating a wealth of opportunities for affiliates and operators to thrive in a competitive market. Key trends, including personalisation, influencer collaboration, cryptocurrency adoption, and market expansion, highlight the growing need for innovation and adaptability in marketing strategies.

Conclusions:

• Investment in Technology and Personalisation
  Operators and affiliates should focus on developing advanced analytical tools and dynamic content to better address player needs and enhance campaign efficiency. Leveraging personalisation technologies will allow for more tailored user experiences, driving higher engagement and conversion rates.
• Integrated Marketing Approach
  Harmonising efforts across various channels—such as SEO, PPC, and influencer collaborations—will be a pivotal element of a successful strategy. A cohesive approach ensures maximum efficiency and synergy between traditional and emerging marketing techniques.
• Adaptation to Regulations
  Increasing compliance demands, particularly in Europe and the United States, will require greater transparency and the ability to rapidly respond to evolving legal requirements. Affiliates and operators must stay agile to remain compliant and competitive.
• Cryptocurrencies as a Competitive Advantage
  Operators who successfully implement cryptocurrencies as a payment method and marketing tool can attract a new demographic of players while improving operational efficiency. This innovation can serve as a significant competitive edge in a crowded market.

Affiliate marketing remains the cornerstone of success in iGaming. While 2025 presents challenges, it also offers significant opportunities for operators and affiliates willing to embrace change and innovation.