Casino City Press, Marcos Oliveira, Caleb Dykema, Andrew Zarnett, Manuel Stan, Jonathan Sprung, Betsson, Alpha A liates, Mark McGuinness, Revsharks, Pin-up Partners, Ebbe Groes, Stian Hornsletten, Boss Partners and Jesper Svensson
LETTER FROM THE LEAD
We all knew we’d be returning to London sooner or later, right? To be fair, there was a rather obvious clue when Clarion announced iGB Live would move from Amsterdam to London this July, following ICE’s switch to Barcelona.
Perhaps we are now getting the best of both worlds? ICE’s move to Barcelona was a true success – I’m not going to hear otherwise from anyone who disagrees! – but, this way, the online gambling community can still taste London’s bright lights (and in the warmer summer, too).
What will a liates be discussing as they congregate at the ExCel this time around? Well, LatAm is booming, the US faces new opportunities – or threats, depending on your stance – in prediction markets and there’s the usual hustle and bustle that comes with a liate life: rev-share agreements, partnering with new operators and meeting regulatory standards.
To that end, this Tra cology issue aims to prepare all operators and a liates for London, but also for the rest of 2025. Our digits feature, a staple for printed editions, shows who’s boss of LatAm tra c, while we also look at FanDuel’s potential to enter the prediction market. Recent reports have even suggested the Flutter-owned operator may seek a stake in Kalshi itself...
Another huge trend right now (and probably for the rest of our lives), Alpha A liates discusses AI being a foundational tool, while we also have company profiles from Betsson A liates Group, Pin-Up Partners and Boss Partners.
We speak exclusively with PartnerMatrix about all things a liates, while Mark McGuinness writes exclusively about co-creators.
Finally, you will have seen Betsson Group’s logo on the front of Inter Milan shirts during the Champions League final. Although the final scoreline did not reflect too well on the Serie A club, there is still plenty for us to reflect on with Betsson. Indeed, the operator would have gained massive exposure on a global arena; what did that give the brand specifically?
Welcome back to London, folks – and be sure to make the most of it!
TP, Editor
Tim Poole, Editor
Julian Perry, COO & Editor-in-Chief
Casino City Press data reviews affiliate rankings for the first few months of 2024
At the SBC Summit Americas, we gain insights on the biggest topics affecting
Alpha Affiliates breaks down the value of AI in identifying VIPs, testing systems and localising content
Partners
Following EveryMatrix’s Media Day in May, Trafficology assesses PartnerMatrix and its reflection on the wider affiliate market
FanDuel and DraftKings expressing the potential of prediction markets, are opinions on this market in the US beginning to shift?
Regular contributor Mark McGuinness discusses the
Trafficology dives into the effectiveness of
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 from LatAm per vertical for Q1 2025. The below is a breakdown of the top sites, including both desktop and mobile, sorted by: overall ranking, casino ranking, sports betting ranking, bingo ranking, lottery ranking, poker ranking, financial ranking, fantasy sports ranking and game ranking
PIONEERING THE ‘NEXT BIG THING’
During a panel at the SBC Summit Americas, executives from Catena Media, Vault Sports and MediaTroopers discussed what is shaping the affiliate industry for the second half of 2025
As the second quarter of 2025 begins to wind down, the main point of conversation for many companies within the gaming space, perhaps most notably for a liates, is how new verticals continue to expand their presence across the industry. Whether it is daily fantasy sports (DFS), sweepstakes, DFS 2.0 or the ever-polarising growth of prediction markets, there is no shortage of opportunities for a liates to indulge in additional ways of amplifying reach.
During the SBC Summit event in Fort Lauderdale, Florida, Catena Media CEO Manuel Stan, Vault Sports CEO Caleb Dykema and MediaTroopers Business Development O cer Jonathan Sprung had the chance to speak on how their companies are adapting to the recently introduced gaming types. They were also joined by Clever Advising Group COO Marcos Oliveira and Je eries LLC Managing Director Andrew Zarnett, who moderated the panel held at the Broward County Convention Center.
Sprung was certainly fearless in discussing the growth of prediction markets, mentioning the phrase no short of 25 times throughout the panel. It is di cult to blame him given the headlines prediction markets have garnered over the last few
months, including legal troubles faced from operators such as Kalshi, Robinhood and Crypto.com. Still, the MediaTroopers exec spoke on how companies can trail behind if they are confident, or even complacent, that they are up to date with modern industry trends.
“Another thing we have to mention is every time we go to a conference here, we’re talking about the next type of iGaming product. It was a sportsbook and then it was DFS and DFS 2.0, and then we’re talking sweeps. Now we’re talking about prediction markets, so it’s always shifting,” Sprung said. “If you say, ‘hey, I’ve got this figured out,’ you are way behind and you’re missing out on what could potentially be the next big thing, which is prediction markets. Prediction markets… prediction markets.”
When asked how a liates continue to market to consumers as gaming expands so rapidly with multiple verticals being introduced, Dykema highlighted the shift to focusing on retention. This has moved on from the focus on building an engaging product that was previously common.
“What we’re seeing in terms of attacking that angle is diversifying through different channels, whether that’s a
YouTube show where a player comes back day after day, week after week, to see their favourite creator talk about sports, get their picks, get their analysis, that kind of thing. It’s channels like that where we’re finding they’re re-engaging and building a community of retention,” Dykema added.
Sprung, however, was quick to disagree with Dykema, stating that advertising formats such as top lists “are not dead,” and that SEO “will always work,” noting the consistent success of companies such as Stan’s Catena Media. However, Sprung did agree with Dykema that engaging with influencers can be a way
CITY OF FORT LAUDERDALE, FLORIDA
of opening new retention channels. It’s more about finding the right operator for a certain influencer, though, that typically results in the highest amount of success for a liates.
“You can’t say, ‘oh, I’m just going to take six di erent operators and try it for each influencer.’ They have to connect with that brand. Every influencer can’t go, ‘I’m going to try everything and see what works,’” Sprung commented. “They have to go, ‘I’m already talking about DFS, let me work with the DFS brand that aligns with what my followers want’ and then potentially add in one or two from there. But you’re not going to go to a casino
CALEB DYKEMA
ANDREW ZARNETT
influencer and say ‘you should really talk about blackjack’ if all they do is talk about slots. You’re not going to pigeonhole these people and influencers are crazy people.”
Stan also spoke on how affiliates can retain audiences of varying interest, having said: “We need to build brands and we need to bring consumer forms. We’re just thinking about how we monetise stuff instead of thinking how many times does this customer come back, how much time is he spending on our site?
“How do they engage with our promotion, not with Rush Street or DraftKings or whatever promotion, but how engaged they are with what we’re doing. The mentality has to shift a little bit for us to own the customer, provide value to the customer, make sure we’re looking to return, to engage and then we can personalise their journey, we can personalise the offers they’re getting, the promotions, everything that’s happening.”
Moving on to the topic of influencers, Stan referred to the some as “dinosaurs” trying to attract customers the same way a yellow taxi cab would in New York or a hotel reaching out to potential guests. Describing influencers as the Ubers or Airbnbs of the affiliate industry, Stan believes these content creators are similar to the companies each speaker represents, in that all are just attempting to find ways of “providing value and monetise” consumer activity.
Oliveira had to interrupt Zarnett as he spoke on how SEO may find itself dispensable with influencers becoming a more regarded form of attracting a wider audience base, believing SEO needs to “evolve” and the shift has to be seen as more an evolution for the marketing strategy. Comparing the gaming, fashion and car industries as a whole, Oliveira believes an evolution of affiliate strategy is on the horizon, even while SEO searches for its place amongst enhanced growth strategies.
“Gaming, at the moment, is not at the forefront of innovation when it comes to other industries that have been more developed. The fashion industry has been getting better and better at customer acquisition and retention, even car brands are trying to get to the forefront,” Oliveira said.
“SEO has to evolve to the next step. What is the next step? Someone will try their secret sauce to see what works, with influencers being, I think post-Covid-19, the most grown media source at the moment for people who are watching less news and instead watching more social media and commenting. It’s just a question of seeing how SEO will evolve and how we can take a piece of some great ideas and make our own better, especially with so much uncertainty in the world and the economy.”
As the conversation surrounding prediction markets and influencer activity in the gaming scene continue to take charge of events such as the SBC Summit, affiliates, operators and suppliers alike will have to stay informed on the regulation and interest level for these new gaming types.
Referring to Sprung’s previous comment, remaining within the mindset that there is always room for growth is the first step to prolonged success, as the somewhat arrogant approach of believing one is always ahead of the pack could be detrimental for any operation.
With the second half of 2025 now coming into focus, companies must focus on revitalising strategies for not only
attracting a strong consumer base, but ensuring those users remain with the platform through the foreseeable future. Whether that stems from SEO, top lists or influencer engagement is up to the promotion, but those that can maintain a steady flow of activity will find themselves at the forefront of affiliate innovation.
JONATHAN SPRUNG
MANUEL STAN
MARCOS OLIVEIRA
IN FOCUS: BETSSON GROUP AFFILIATES
Betsson Group Affiliates to attend iGB Affiliate London with special guest, football legend Marco Materazzi
Betsson Group Affiliates is proud to announce its participation in the highly anticipated iGB Affiliate Conference in London, taking place on 2 and 3 July 2025. We’re especially thrilled to reveal that we’ll be joined by an extraordinary guest at Booth B50 – none other than Marco Materazzi, World Cup winner, Inter Milan legend and one of football’s most iconic defenders.
Materazzi is globally renowned for his commanding presence on the pitch, unwavering passion and key role in Italy’s unforgettable 2006 FIFA World Cup triumph. His career highlights include domestic and international titles and an enduring legacy that continues to inspire football fans and professionals alike. With a professional journey that spanned more than two decades, Materazzi is more than just a footballer – he is a true symbol of determination, resilience and excellence.
To celebrate his exclusive appearance at the event, we’re offering attendees the chance to engage with the football icon through two special experiences:
MEET & GREET SESSION –DAY 1 MORNING
Don’t miss the opportunity to meet Marco Materazzi in person! Take a selfie, grab an autograph and share a memorable moment with one of football’s most celebrated figures. Whether you’ve followed his career for years or are simply a fan of the sport, this experience is one not to be missed.
CHALLENGE THE LEGEND – BOOTH B50
Ready for a friendly challenge? Take on Marco in the “Challenge the Legend” game – a light-hearted competition where attendees can interact and compete with the champion himself. It’s all about fun, laughs and the thrill of going head-to-head with a World Cup winner. Whether you win or lose, you’re guaranteed a unique experience and unforgettable memories.
But that’s just the beginning of what Betsson Group Affiliates has in store at Booth B50.
As one of the most trusted names in the iGaming industry, Betsson Group Affiliates is excited to showcase its affiliate programme, known for strong partnerships, transparency and long-term success. Our programme features a diverse portfolio of well-established brands.
We offer affiliates a comprehensive suite of tools and support:
• High-converting, localised welcome offers
• A vast collection of multilingual marketing materials
• Industry-leading tracking and reporting systems
• Dedicated affiliate managers focused on your growth
• Exclusive promotions, seasonal campaigns and bonus incentives
• Strong brand visibility through high-profile sponsorships
Whether you’re a seasoned affiliate already working with us or an industry professional looking to explore new partnerships, this event is a perfect opportunity to connect with our experienced team. Learn how our tailored approach and deep market expertise can help you reach your goals and grow your business in an everevolving iGaming landscape.
We can’t wait to meet you in London.
Join us at Booth B50 – meet Marco Materazzi, connect with the Betsson Group Affiliates team and see why partnering with us is not just a smart move – it’s a winning strategy.
IN FOCUS: ALPHA AFFILIATES
Sustainable growth & recognised performance
WHERE STRONG PARTNERSHIPS TURN INTO LASTING RESULTS
Since its inception in 2012, Alpha A liates has established itself as one of the industry’s most respected a liate programmes. Our growth reflects a clear focus on performance, adaptability and long-term partner value.
ADAPTABILITY AT THE CORE
Alpha A liates responds decisively to shifting market dynamics, introducing technologies that keep our partners competitive and profitable. From early cryptocurrency integration and advanced real-time analytics to sophisticated tracking systems, we equip affiliates with the tools necessary to drive and scale performance effectively.
PARTNERSHIPS BUILT ON TRUST
With over 12,000 partners across 38 countries, Alpha A liates prioritises transparency, reliability and open communication. Long-standing relationships remain central to our approach, fostering mutual growth across diverse markets.
COMMISSION STRUCTURES THAT ALIGN WITH YOUR BUSINESS
Our flexible commission models — CPA, RevShare (up to 50%) and hybrid options — allow partners to fully align o ers with their
tra c strategy and monetisation goals. Whether optimising for high volume or high-value segments, we provide the flexibility to support every business model.
AN EXPANDING BRAND PORTFOLIO
With brands such as Neospin, CasinoInfinity, Ninlay and others, our portfolio spans multiple regulated jurisdictions, each o ering distinct player experiences, competitive positioning and robust retention. This diversity enables a liates to capture long-term value across varied international markets.
A PARTNERSHIP-DRIVEN COMMUNITY
Alpha A liates fosters genuine engagement and collaboration across its partner network. Beyond promotional initiatives such as the A liate Race, with prize pools exceeding €200,000 ($229,341), we invest in creating meaningful partner experiences at key industry events. Our thoughtfully designed stand spaces serve as more than meeting points — they are engaging environments where dialogue, connections, and new opportunities evolve naturally.
Alpha A liates remains committed to responsible growth, sustained partner success, and continued industry leadership within the iGaming a liate landscape.
For more information on joining Alpha A liates and earning with us, visit our o cial website.
PREVIEW: IGB LIVE 2025
All roads lead to London as iGB Live makes its debut in the UK capital, showcasing and celebrating the best and brightest in iGaming over the past 12 months
The summer season is in full swing as iGB Live makes its return following another successful outing in Amsterdam last year. Now, however, the show has hit the road – coming to the old home of ICE at the ExCel London on 2 & 3 July 2025.
Nevertheless, it is set to be business as usual for this year’s iteration of the relocated show, with delegates from all four corners of the global gambling industry descending on the conference to both showcase and observe the latest iGaming innovations of 2025. Following on from last year’s attendance figures, the number of expected attendees at this iGB Live is over 15,000. Further, 300+ exhibitors and sponsors will be among the bustling crowd of operators, a liates, technology providers and game suppliers, providing a plethora of valuable networking opportunities.
As part of the build-up to this latest event, it has been specified by iGB that London – which stands as a natural geographical and political hub for global business – has made for the perfect substitute to the show’s previous home of Amsterdam. Additionally, the ExCel Centre, situated within walking distance of London City Airport in East London, provides space for iGB Live’s Sustainable Gambling Zone –within which new tools, practices and industry/player insights will be shared and discussed.
This year’s show also comes equipped with an AI concierge that can be accessed via WhatsApp through a QR code on the conference website – and will provide guidance to delegates pertaining to key logistical information around the show.
Prior to the opening of the exposition, the iGB Startup Summit will take place, providing a dedicated space for developing entrepreneurs to showcase their business ideas. Also
being held on Tuesday 1 July at the ExCel is the AI-powered a liate retention strategies seminar.
As the exposition o cially kicks o on Wednesday 2 July, a cornucopia of topics are scheduled for discussion across a variety of stages upon which panels, roundtables and seminars will take place. On the agenda for day one are panels exploring the balance between ROI, regulation and retention, the burgeoning UAE market, leveraging AI for responsible practices and an overview of Brazil’s new market after six months of regulation.
Day 2 kicks o with a seminar on closing the gap on partnerships between gaming studios and a liates, followed by an additional panel on how to drive growth via a liate strategies in the fast-changing Italian landscape – both held in the Pulse Theatre. Later on, at 2pm, the Sustainable Gambling Zone will play host to a session covering the topic of enhancing responsible gambling through collaboration. Finally, at 4pm, closing the Pulse Theatre for the week is a talk exploring the latest a liate trends in the industry during 2025.
Elsewhere, the opportunity to connect with over 80 di erent a liate programmes over the course of the week allows all 300+ exhibitors the chance to enhance their a liate network and boost their potential across the global marketplace.
Situated at the mid-point of the calendar year, iGB Live provides the industry the chance to take stock on the initial half of what is already proving to be a historic year in the global gambling industry, with changes and innovations everywhere you look.
Now, as Europe’s key business hub gears up to play host to its first major gaming event in 18 months, registration for iGB Live London 2025 is now o cially open.
2 - 3 JULY 2025
EMBRACING CO-CREATORS
Mark McGuinness, regular contributor and CMO at Devilfish.com, breaks down why old affiliate methods are struggling, and why he believes co-creators are the future
For years, iGaming a liate marketing has been a numbers game, a relentless pursuit of clicks from search engines and paid ads. It’s delivered results, no doubt. But, let’s be brutally honest: Are we truly connecting with players where they live online anymore? Or are we just shouting into an increasingly crowded, expensive, algorithm-driven void? The digital landscape has fundamentally shifted. Today’s players aren’t just passively consuming; they’re actively participating, creating and trusting voices from within their own communities. It’s high time iGaming a liate marketing woke up to the co-creator economy, because that’s where genuine engagement, trust and sustainable growth now lie.
THE
OLD PLAYBOOK IS GATHERING DUST: WHY PPC AND SEO AREN’T ENOUGH ANYMORE
Consider the traditional affiliate model: Mastering search engine optimisation or outbidding competitors in pay-per-click. For a long time, that worked. Build a review site, pump out content, buy ads and hope for clicks. But what happens when everyone does the same, algorithms get more complex and PPC costs spiral? We’re seeing diminishing returns. Players, especially younger ones, are increasingly ad-blind and sceptical of transactional review sites, which all say the same thing. Trust in traditional advertising is waning. Studies, like one from Nielsen, consistently show people trust recommendations from peers or online consumer opinions far more than polished ads. Where are those opinions formed now? Increasingly, it’s not on Google’s front page; it’s within vibrant digital communities. Furthermore, let’s not forget the regulatory elephant in the
room. Aggressively promoting bonus o ers, the bread and butter for many traditional a liate strategies, is being curtailed. This isn’t a minor hiccup; it’s a fundamental shift. If your strategy hinges on bonus codes via SEO landing pages, what’s your plan B when bonuses aren’t the leading hook? It’s like fishing with no bait. We need a new approach that builds genuine connection and o ers inherent value beyond the next “free spins” o er.
SO, WHAT’S THE BIG DEAL WITH CO-CREATORS?
Why are these co-creators suddenly so important? Well, it all comes down to authenticity and trust. These creators build a real bond with their audience. When they talk about a game, it feels less like an ad and more like a tip from a trusted mate. You can’t buy that trust with a banner ad. If a streamer you watch daily shares a genuinely good experience, that recommendation carries immense weight.
Then, there’s the niche audience aspect. It’s brilliant. Co-creators often dive deep into specific areas – high-volatility slots, poker tournament strategy or a particular sports league. For us, that means getting our message to a super-targeted group already passionate about that specific thing. It’s laser-guided marketing, not a scattergun.
And engagement goes way beyond a simple click. Co-creators foster dialogue, host Q&As, run community tournaments and make people feel they belong. This deep connection means players aren’t just clicking a link; they’re often joining a community where a brand can become a positive part of their gaming vibe. Look at TikTok; engagement there dwarfs older social media. People are interacting.
Plus, the content itself just hits differently. Co-creators are their audience. They use the same slang, understand frustrations and know what excites people. Their streams, reviews or strategy guides feel more real and engaging than polished corporate marketing. It’s content by players, for players.
And what does this add up to? Hopefully, it will have better long-term value. A player acquired via a trusted co-creator, feeling part of that community now linked to your brand, is likely more invested and loyal than someone who just grabbed a bonus from a search result.
THE NUMBERS SPEAK FOR THEMSELVES
The scale of co-creators is undeniable. We’re talking about a global creator economy already worth over a hundred billion dollars, projected by Goldman Sachs to hit well over two hundred billion by 2027. That shows where attention and money are flowing.
Look at the platforms. Twitch has over 30 million daily visitors, sticking around for an average of 95 minutes. Imagine that dedicated eyeball time! TikTok has over a billion active monthly users, a huge chunk of whom engage with gaming content. YouTube Gaming remains a behemoth. These aren’t passing fads; they’re a fundamental shift in how people discover, engage and make decisions including iGaming. Ignoring this is letting competitors who are getting involved eat our lunch.
SO, HOW DO WE ACTUALLY MAKE THIS SHIFT? IT’S MORE THAN JUST FLINGING LINKS AROUND…
How does the iGaming affiliate world properly tap into this co-creator power? It’s not just finding a few streamers and flinging affiliate links. This needs a more strategic, genuinely collaborative approach.
First, find the right partners. Authenticity is key. Look for co-creators whose vibe and content genuinely click with your brand and target players. It’s not always about the biggest follower count; a smaller creator with a super-passionate,
engaged niche community can be invaluable. You want someone whose audience trusts them.
Then, build proper relationships. Treat co-creators like real partners, not just another marketing line item. Understand their style, their community’s preferences and how your brand can add value to what they’re doing. Maybe co-create exclusive content, offer their community early game access or sponsor community events. It’s about give and take.
We also probably need to think differently about what success looks like beyond just counting immediate sign-ups. FTDs are key, but co-creator partnerships offer broader value: Brand awareness, community building, player education and positive sentiment. These are harder to track with old-school tools but incredibly valuable in the long term.
This also means getting comfortable with new platforms. Affiliate managers need to understand Twitch, Kick, TikTok, Discord and YouTube and their unique dynamics, content formats and how to measure success. It’s a world away from tweaking a WordPress site for SEO.
And, super importantly, give co-creators the proper support, especially for compliance. Clear information, good tools and obvious guidelines on responsible promotion are crucial. They represent your brand, so their conduct matters.
Finally, we might even need to rethink how we pay these partners. Old-school CPA or rev-share deals might not always fit. Consider hybrid models, retainers for brand ambassadorship or performance bonuses tied to broader engagement, not just NDCs. Their value is multi-faceted.
THE CHALLENGES AND THE OPPORTUNITY: NAVIGATING THE NEW FRONTIER
Now, is this all a walk in the park? Absolutely not. Shifting to a co-creator and community-led approach has its challenges. Measuring ROI for ‘softer’ benefits like brand sentiment can be trickier. Ensuring compliance across diverse creators and content needs robust processes. And, finding truly authentic partners takes time and effort.
But, here’s the thing: The opportunity here is massive and far outweighs these challenges if we’re smart. By leaning into the co-creator economy, iGaming affiliates and operators can tap into an incredible wellspring of authentic engagement. We can build genuine trust with audiences who are, let’s face it, discerning. We can also cultivate long-term player loyalty in a way that traditional strategies struggle to achieve. It’s about meeting players where they already are, on platforms they trust, through voices they respect.
The old ways, trying to game algorithms or outbid for keywords, are rapidly becoming insufficient. The future of iGaming affiliate marketing, which delivers real, sustainable growth, fosters genuine human connection, tells authentic stories and builds vibrant, engaged communities. It’s time to move beyond just chasing that next click and start co-creating the future of player acquisition. Those who make this pivot won’t just survive; they’ll thrive. The question isn’t whether this change is coming but whether your affiliate strategy is ready. Because, believe me, it’s already here.
IN FOCUS: REVSHARKS
Traffic leadership: Engineered R2D up to 70% & 85%+ retention
YOUR ROADMAP TO PROFITABLE GROWTH
Everyone talks traffic; we talk trajectory. Traffic without strategy is just noise. We build traffic systems designed to convert — and retain — not just attract attention. As a direct iGaming advertiser, backed by AI-driven analytics from 1,300+ campaigns across 23 geos, we work with affiliates who want real results:
• 50–70% Reg2Dep: Traffic that doesn’t just click but registers and deposits.
• 23+ converting geos: Prime markets (AT, CH, CA, AU, NZ) and high-potential emerging “blue ocean” regions, supported by 13+ languages and ultra-localised payment flows.
• 85%+ player retention: Our 100+ retention funnels, tiered welcome mechanics and VIP support keep players coming back.
• 24/7 strategic partner: Dedicated experts share actionable trends, tactics and growth plans, refined through feedback.
WHY AFFILIATES STICK WITH REVSHARKS
Traditional affiliate networks often treat traffic as a simple numbers game. At Revsharks, we see it as untapped potential:
• Flexible payout models: Choose from RevShare, CPA, Hybrid or Flat Fee options — all aligned with your goals.
• Full value: We cut out the middlemen so you keep 100% of your traffic’s value, enhanced by lifetime commissions.
• Full-funnel expertise: Our 13+ years in iGaming cover everything from SEO and ASO to PPC, email and SMS marketing.
• Affiliate-driven iteration: Our systems and offers evolve with direct feedback from affiliates, delivering above-market EPCs and retention rates.
GEO-FOCUSED MANAGERS: LOCAL KNOWLEDGE MEANS REAL RESULTS
Success isn’t just about translating content; it’s about mastering local markets. At Revsharks, every account manager specialises in one specific region, ensuring your campaigns fit perfectly with local player habits.
• In-depth market insight: Access regional player trends, winning funnels and proven conversion tactics.
• Fast, precise optimisation: Your manager quickly adjusts strategies based on real-time data, cutting losses and doubling down on what works.
• Focused growth: Rather than spreading thin, we help you invest in geos that deliver solid returns.
• Higher player value: Custom onboarding, payment options and bonuses tailored to each region improve player lifetime value from day one.
• Better ROI: Fewer wasted efforts, more targeted moves
— all backed by expert knowledge, local language support and frictionless payment flows.
RETENTION-FIRST: WHEN PLAYERS STAY & PAY
Generic bonuses and loyalty programmes don’t keep players engaged for long. Revsharks uses advanced retention systems proven to reduce churn and increase revenue:
• Treasure maps & tournaments: Time-limited challenges that boost deposits by 30% and playtime by 50%.
• 100+ retention funnels & VIP care: Our teams work hard to keep high-value players active and paying.
• Hyper-personalised offers: Bonuses triggered in real time by player behaviour for maximum impact.
• Strong social ecosystem: Our social channels and community mechanics keep players connected and involved even when they’re off-site, reinforcing loyalty between sessions.
OUR NEW BRAND: CATCH THE 2025’S BIGGEST PROFIT WAVE
After Winshark’s success, we evolved and refined everything to launch an even stronger brand in August 2025. Built on over 1,300 campaigns across 23 geos and powered by AI-driven analytics, this new ecosystem is:
• Deeply engaging: Advanced gamification lets players wage epic battles, changing their experience based on choices.
• Player-controlled bonuses: Offers come with two paths players can pick, removing hesitation and boosting conversions.
• Habit-forming loyalty: A 100-level system with daily rewards keeps players returning regularly.
• Tested engagement mechanics: Initial tiered welcome offers and time-bound challenges drive fast conversions and early retention.
We’re inviting the first 70 affiliates to join early and triple their first-time deposits with the same traffic.
TOOLS FOR UNMATCHED SCALE
• Winshark platform: Over 15,000 games from 135+ top-tier providers, instant payouts, 50+ payment methods. Proven ROI in under 12 months. Fully licensed and secure.
• Full transparency: Real-time stats show only what matters — 50–70% Reg2Dep rates, not vanity numbers.
• Dedicated strategic manager: Around-the-clock support with deep geo expertise and exclusive tactics shaped by affiliate insights.
• Traffic experts: Mastery across SEO, ASO, PPC, email and SMS to turn clicks into revenue.
Smart traffic deserves smart payouts — our infrastructure ensures you scale faster and smarter.
AI: A FOUNDATIONAL TOOL
Alpha Affiliates breaks down the value of AI in identifying VIPs and localising content
AI is no longer a support tool – it’s foundational. In iGaming, it drives the entire experience: From the first bonus shown to the next game surfaced. What matters most? Interpreting player behaviour in real time and acting before engagement drops.
That changed how Alpha builds: No more gut calls, just fast, measurable iteration. So how does that actually work in practice? The product team broke it down – step by step.
WHAT NEXT? WE ALREADY KNOW
Everything starts with how players behave. Not with guesswork. The system tracks which games get opened, how long sessions last, how often people return and what gets ignored. What players see – bonuses, missions, reminders – shifts based on how they actually play. When engagement dips, the product steps in early. Not after the player leaves.
Identifying VIP potential within days is one of the most effective ways to boost long-term value. Deposit patterns and in-product behaviour show up fast, and the right offers follow. None of this happens by chance. The entire process is built to test ideas quickly and cut what doesn’t work.
Test cycles stay tight: Notice a drop, run a small change, track the outcome, adjust. Some tests come straight from the numbers. Others come from instinct or player feedback. Either way, they get validated – or scrapped. As Irina, Alpha’s CPO, puts it: “If it works, it stays. If not, it goes. That’s it.”
PRE-VIP DETECTION
Players come in different types. Some explore. Some chase bonuses. Some play to stay. Each type needs a different approach – and a different kind of support to stick around. Now, onto the ones who matter most: VIPs.
“A custom prediction model is already in the works,” says Irina. “But even now, strong signals show up in the first five days. Deposit frequency. Movement across the platform. In-game behaviour.” Once the signals are clear, action comes fast. Offers align with intent. Rewards are easy to reach. Service levels shift to match expectations. That kind of timing builds trust before it’s ever tested. Layer in smart localisation – the right language, the right tone, the right time – and the experience clicks.
THE LOCALISATION GAP
Personalisation only works when it feels familiar. Players don’t want a global template. They want something that speaks their language, fits their habits and reflects how things work in their corner of the world. “The goal is clarity,” says Irin. “Each session should feel like the product understands who’s using it.” When things click early, players stick around. Simple as that.
FIVE-SECOND RULE (NOT THAT ONE)
Players expect value immediately. Miss that window, and
they’re already halfway out. When bonuses didn’t show up right after login, complaints increased by 42%. A minor UI fix brought that number down by 38%. Churn also doesn’t start loud.It shows up in short sessions, long demo time, lower betting activity. A prompt offer within the first hour of those signals increased reactivation rates by up to 22%. “There’s not much time,” says Irina. “Miss it, and re-engagement gets a lot harder.”
Support works the same way. Slow responses hit satisfaction first. Fast-response tools scan incoming messages, recognise the topic and highlight rising trends before they become problems. Common questions are handled by bots. Urgent complaints get pushed to the top. “It keeps the team focused and the product clean,” Irina adds. Quick action builds trust. But long-term loyalty comes from fairness. That’s where blockchain tools take over. From verified outcomes to transparent payments, the system leaves no space for doubt.
TRUST IS THE NEW UX
Fair outcomes matter – and players want to see how it all works. Probably Fair systems, MetaMask wallets and blockchains like Ethereum or Polygon make that possible. Every spin, every payout, recorded in full view. For crypto users, it’s not a bonus. It’s the reason they show up. Fast transactions, no middlemen, nothing hidden.
BEYOND THE FINISH LINE
Change doesn’t happen all at once. It comes in loops — test, learn, adjust, repeat. Some ideas land fast. Others take a few tries. The pace is quick, and it’s only getting quicker. AI already shapes what players see and when they see it. But that’s just the start.
The next step? Real-time interactions that feel less like content, more like conversation. Fast decisions. Clear outcomes. No guesswork. For gaming teams, that means tighter systems, cleaner workflows and fewer moving parts. In a space that doesn’t slow down, the edge comes from seeing ahead – and acting faster than the rest.
IN FOCUS: PIN-UP PARTNERS
Insight and action
Trafficology speaks to Margarita Ershova, Affiliate Team Lead at PIN-UP Partners, about the latest challenges, developments and trends in affiliate marketing so far this calendar year
WHAT EMERGING TRAFFIC SOURCE TRENDS HAVE BEEN CHANGING THE GAME IN THE AFFILIATE SECTOR IN 2025?
In 2025, one of the primary drivers of change in affiliate marketing has definitely been social traffic, with Facebook playing a key role as the origin point for emerging user trends that later shape broader market demand. There has undoubtedly been a major focus is on multi-geo launches, enabling simultaneous targeting of multiple regions and efficient scaling of offers with optimal use of operational resources.
TikTok remains one of the most effective, albeit volatile, traffic sources due to strict moderation policies. This pushes webmasters to develop more inventive approaches, explore alternative funnel structures and collaborate with local influencers. As a viable alternative, YouTube Shorts is gaining momentum, offering similar levels of engagement with fewer compliance constraints.
Another notable trend is the rising influence of messaging platforms. Telegram, WhatsApp and even Viber demonstrate strong potential for traffic monetisation. Particularly effective are Telegram bots, which – thanks to their native interaction format – enable deeper audience engagement and deliver higher conversion rates compared to conventional funnel mechanics.
HOW HAS PIN-UP BEEN TAPPING INTO THESE TRENDS TO ENHANCE ITS OPERATION DURING H1 2025?
At PIN-UP, we stay attuned to shifts in the traffic landscape and remain open to experimentation – including with unconventional sources. This adaptability enables us to respond quickly to trends and maintain long-term operational efficiency.
We actively share our expertise with partners – from multigeo launch strategies to the nuances of creatives for platforms like TikTok and YouTube Shorts. This goes beyond simple support; it’s a collaborative partnership where each partner’s success contributes to the strength of the entire ecosystem.
In the first half of 2025, our focus is on scalable, high-speed launch models. To support this, we’ve built integrated producttraffic bundles within the team, designed to provide partners with turnkey solutions and rapid feedback – particularly for fast-moving channels like social media and messengers.
WHAT WOULD YOU SAY HAVE BEEN THE BIGGEST CHANGES IN THE WIDER AFFILIATE MARKET OVER THE PAST 18 MONTHS?
One of the most significant shifts in the past 18 months has been
MARGARITA ERSHOVA
the widespread integration of artificial intelligence into affiliate marketing. AI has evolved from a supporting tool into a core component of the funnel – powering everything from creative generation and optimisation to automated A/B testing and precise audience targeting. This transformation has accelerated campaign launches, reduced testing costs and significantly enhanced overall efficiency.
The perception of crash products has also undergone a major shift. Once viewed with scepticism, these mechanics are now being actively embraced by both advertisers and leading affiliate teams. The market has recognised their strategic value – not simply as a format, but as an integral part of retention-focused, long-term monetisation strategies.
WHAT CAN YOU TELL US ABOUT YOUR PLANS FOR THE REST OF THE YEAR?
In 2025, we are rolling out a new traffic procurement system designed to accelerate data processing and feedback loops. This will allow us to scale successful campaigns faster and deliver actionable insights to our partners in near real time. At the same time, we are continuing our geographic expansion, entering new markets and strengthening our global presence.
LESSONS LEARNT
EveryMatrix CEO Ebbe Groes reflects on the journey ahead for its affiliate platform PartnerMatrix following the acquisition of DeepCI, and the challenges facing the affiliate market as a whole
At EveryMatrix’s Media Day this summer, CEO Ebbe Groes gave attendants a breakdown of the supplier’s latest quarter, current initiatives and, interestingly, the challenges it faced from its affiliate segment, PartnerMatrix, in particular.
Indeed, according to the presentation, net revenue and EBITDA margin have been on the decline quarter-on-quarter since Q2 2024, with an EBITDA margin of –11% in Q2 2024 to –52% in Q1 2025. Naturally, we were curious what caused this dip, and how EveryMatrix was set to respond.
We asked: “In terms of your PartnerMatrix affiliate section, you said that was down at the moment. Do you have any immediate game plan for how you intend to turn that around?”
Ebbe Groes responded:
“What happened with PartnerMatrix was we bought a company that we liked a lot that had a lot of synergies with our affiliate system. Like taking one great company and another, putting 1 + 1 together must become three. It turns out that 1 + 1 is 0 in this case.
“It shows some of the big chances you take when making acquisitions. You take something with 20, 15 or 50 people – this small entity that is used to a certain way of working, has management and are very comfortable in what they’re doing – and sometimes things can go wrong. I think this is what happened in this case.
“We got to take a step back. We still believe in that acquisition, a company called DeepCI. But merging this with PartnerMatrix didn’t really work out. We still believe in both products and believe in the people that are left. But it will be more work than we hoped.
“One of the things that made FSB Technology good for us was that we said early on that, even though they have a superior horseracing product, we’re not going to take that and integrate it as; it could be good short term, but let’s take a more cumbersome approach and rebuild it from scratch. Then, it becomes part of the matrix infrastructure from the first day launch. This cost more, takes longer, but once it’s done, it’s now owned by people within the existing organisation which is very different from having like a red team vs blue team, where we control this and you control that.
“This is what I think happened with DeepCI. Of course, not great that it happened, but it’s a lesson we could afford, and something we will take note of.”
Later in the day, journalists from across the industry press spoke with Groes and Co-Founder Stian Hornsletten. One journalist returned to the subject of PartnerMatrix, and the impact a challenging sector may have on the business as a whole, to which Groes and Hornsletten responded:
Groes explained: “The first thing to say is it is not intimately
connected with any of the big deals we signed. It’s an add-on, and we have many clients that use affiliate systems other than our own. With everything we do, we try to say ‘it’s your choice how you want to put things together.’ We have clients that only take out casino product and have their own affiliate, and vice versa. We have many different setups. This also means that if PartnerMatrix was not part of our company, we would not see big negatives for the rest of our business.
“At what point [do we cut PartnerMatrix out]? It’s a bit more detailed, but that’s the point that we look at each other and think, we don’t have faith in the team, we don’t have faith in the product vision. Right now, we have that. So, we’ll support them.”
Hornsletten said: “There’s still a lot going into the migration of these two products. All the revenues are kind of flat because it’s added people to the project.”
Groes added: “That’s the reason for why it’s negative profit. It’s not that we dropped a lot in revenues... But, we haven’t had good enough retention for this product. The churn has been too high. If I have high churn, I’m doing something wrong, then it doesn’t matter about anything else.”
HOW DOES THIS REFLECT THE WIDER MARKET?
PartnerMatrix is not the only business in the affiliate market that has faced challenges of late. Looking at the Q1 2025 financial reports of the likes of Catena Media and Gentoo, these affiliates reported a 39% decline in revenue and EBITDA before special items respectively (Gambling.com seems to be one of the few to have bucked the trend, with revenue up 39% year-on-year), with Catena Media having to resort to market exits and redundancies of 25% of its staff in order to consolidate its efforts.
While EveryMatrix’s work in the affiliate sector is B2B, compared to the B2C operations from the other businesses mentioned, it appears the affiliate sector, for the most part, faces unprecedented challenges. When we asked Groes and Hornsletten if this was the case, Groes responded with a resounding “yes,” before going on to say:
“First of all, we are not running the affiliate business, just a platform. It’s an affiliate maintenance system... We’re not driving traffic to operators. But yes, it’s true.”
Hornsletten said: “Markets aren’t maturing much. Maybe trying to win business from affiliates is less attractive. If you know the return of your investments, maybe it’s better to buy the players than share revenues. We also track the GGR through our affiliate system, and that’s actually increasing.
And Groes commented: “One point I would say is that a lot of the early success from Catena and Better Collective has been from the .com affiliate business, and that is drying out. How much can you win by driving traffic to UK?
“This is one big hit that each of them has taken, being a bit bullish on seeing .com revenue streams continue, then buying assets on the back of these revenue streams. Suddenly you sit with the bonds you issued from a revenue stream are not quite as profitable as they used to be. You can see some of these horror stories, fantastic companies that in two or three years almost will be wiped off the map.”
All this is to say that relying on old methods of success, be that M&A activity or .com clicks, do not always guarantee success. EveryMatrix has learnt this and is adjusting accordingly. However, adjustments will also need to be made from the B2C side of the market for the affiliate industry to stay afloat. No one should be standing still, especially at an inflection point in iGaming that requires greater agility than ever.
CHANGING PERSPECTIVES
With both FanDuel and DraftKings exploring the potential of prediction markets, is the industry on the precipice of changing its mind on this new form of play?
In both their Q1 2025 earnings calls, sports betting giants Flutter and DraftKings mentioned an emerging market that had many eyebrows raised. Specifically, both spoke on the potential of prediction markets, with Flutter mentioning its US sportsbook brand FanDuel and “the potential for direct and indirect opportunities for FanDuel to explore,” according to CEO Peter Jackson.
DraftKings also threw its hat into the ring, with CEO Jason Robins stating that while “it’s still early days,” due to a lack of state enforcement, “as it continues to grow, it’s going to continue being a powerful lever that is happening whether you want it to or not.” Indeed, Robins also added that, for regulators, now is the time to streamline what the market becomes, adding: “You want to do it in a way that makes sense – if you’re a Californian tribe, or if you’re a state that hasn’t legalised it yet – that allows you to prosper, or do you want to watch it happen somewhere else?”
Predictors have been a hot topic of conversation for several months now. In fact, they are a key topic of conversation
in our coverage of the SBC Americas Summit earlier in this issue, with MediaTroopers Business Development Officer Jonathan Sprung describes them as “the next big thing” in his panel alongside other a liate market executives.
We also spoke to Bill Gantz, Co-Lead of the Gaming Practice at Duane Morris, in the May issue of Tra cology on the topic. He made it clear that the discussion of predictors and another emerging market, sweepstakes, should be kept distinct. He noted that “they’re all really di erent products and all have very di erent legal profiles,” but admitted that the purpose of a discussion is “to malign sweepstakes, they’re most likely opposed to almost every form of unlicensed or unregulated gaming including DFS 2.0 and prediction markets.”
All this is to say, when it comes to predictors, opinions are divided. While gaming regulators and tribal operators have mostly decried predictors as an encroachment on regulated gaming, it seems operators have begun to change their tune. And, with a combined US market share of over 65%, what these two operators do, many others will likely follow.
It goes without saying that such comments were picked up on quickly by industry leaders, who provided their two cents on the potential of the US’s two biggest sports betting operators joining to predictors market. Galactic CEO Stuart Stott reached out to Tra cology to say: “We welcome new players and innovation in what is a rapidly growing and dynamic space. As pioneers in the prediction market industry, we’re excited to see the increased momentum and attention this sector is receiving. More entrants mean more creativity, more awareness and ultimately, a stronger ecosystem that benefits players, fans, and innovators alike.”
Of course, it is worth mentioning that DraftKings’ comment came following the announcement that it had withdrawn its application to sell derivatives, something that could have led to the operator’s entry into the sports predictors market. At the time of the announcement, a DraftKings representative told Bloomberg : “DraftKings continues to monitor developments related to prediction markets as an emerging product that reflects evolving consumer engagement and warrants thoughtful consideration.”
Moreover, “potential” opportunities do not guarantee market entry. But, these comments do speak to a wider perspective shift among commercial operators – namely, that they see predictors as a potential addition to their arsenal, as opposed to a sector full of competitors that need to be removed from the market. It can therefore be expected that if, and only if, regulators and tribal operators buckle to player demand, we can expect to see today’s sports betting giants playing in the house that Kalshi built.
Backing from these two operators, and indeed, backing from the majority of Responsible Online Gaming Association (ROGA) operators (which also includes BetMGM, bet365, Hard Rock and Penn Entertainment) could be enough to sway regulators. It is no secret that operators of this size have attempted to sway legislation in the past — California’s Proposition 27 to legalise commercial sports betting in 2022 is a particularly vivid example, with FanDuel, BetMGM, Penn and DraftKings contributing $35m, $25m, $25m and $17.5m respectively to the campaign, only to have the proposition rejected — and so, it is not farfetched to think this may happen again.
Of course, this is only speculative.
Regulators have already put their feet firmly on the ground in opposition to predictors. But there there is a will – and a profit – there is usually a way.
IN FOCUS: BOSS PARTNERS
The human algorithm: What iGaming gets wrong about affiliate management
In an industry obsessed with automation, the quietest advantage remains the human element. A liate marketing, especially in iGaming, talks a lot about systems. Trackers, dashboards, real-time reporting. Entire networks are built on the promise that better tools equal better performance.
But talk to a liates who’ve been around for more than a few quarters and a di erent story emerges. They’ll mention campaigns that worked not because of the o er, but because someone on the other end noticed something was not right and fixed it before anyone else.
These aren’t product features. They’re judgement calls. And the programs that scale them are rare. These moments can’t be coded into a platform – because they rely on people who know when to look closer.
CLOSER THAN THE DASHBOARD
A liate management, as a term, has been stretched thin. For many programs, it’s a post-sale courtesy. A contact person. A monthly check-in. Boss Partners treats it more like a performance layer. Every a liate is paired with a dedicated manager, not just to onboard or field issues, but to keep campaigns moving when variables shift. O ers are adjusted, bonus pacing is recalibrated, and local conditions are accounted for, not because someone “raises a ticket,” but because the manager sees it first.
“You can stare at dashboards all day and still miss the moment,” says Justin B, A liate Manager at Boss Partners,
“but when you’re close to the rhythm of a campaign, even small signals stand out. That’s when it’s time to move.”
DESIGNING FOR RESPONSE
Behind this approach is a deliberately unglamorous system. Revenue share can go up to 60%. There’s no negative carryover. Payouts are processed early. But none of these are headliners; they exist to eliminate friction. Not just for a liates, but for the people who manage them.
If an asset needs to be updated for a niche market, it’s done. If a campaign stutters mid-week, the pacing is tweaked before the a liate notices. The goal isn’t to promise speed. It’s to avoid the need for promises altogether.
“The point isn’t to react faster,” comments Ryan P, A liate Manager at Boss Partners: “It’s to not need the reaction in the first place. If you’re paying attention, really paying attention, you can see the shift before it turns into a drop. That’s the edge. Not some alert or ping. Just being close enough to the work to notice when something feels o and trusted enough to do something about it.”
The managers closest to the data make the calls – and that allows small decisions to land on time, which is, in a liate marketing, the only time that counts.
THE PATTERN BEHIND THE PATTERN
Most a liate programs track performance. Fewer keep track of the reasons why performances shift. That’s where things tend to fall apart; not in the numbers, but in the narrative around them. A dip becomes a data point. A spike becomes a fluke. And slowly, what could’ve been a learning loop gets reduced to noise.
Boss Partners doesn’t buy that, because behind every chart is a campaign – and behind that campaign is a cadence, a rhythm that either syncs or stalls. Think of it as pattern recognition. Not the statistical kind, but the situational kind. The kind that comes from talking to the same partner week after week and knowing when a number is just a number, and when it’s the start of something bigger. That’s the part most systems miss. And it’s the part Boss builds around.
THE PART YOU CAN’T AUTOMATE
It’s rarely the launch that decides a campaign. It’s what happens after. The o week. The quiet dip. The pattern that doesn’t hold. That’s where instinct earns its keep. Someone notices. Not because they were told to look, but because they’re close enough to the work to know when something is not right and trusted enough to act before it slides. The edge isn’t a headline. It’s routine, done right. Not louder. Not faster. Just closer. And calling it what it is. Managing
FRONT AND CENTRE
Trafficology peaks with Betsson Group CEO Jesper Svensson about the company’s latest front-of-shirt football sponsorship arrangements, diving into what it takes to maximise engagement from sponsorship deals
In the wake of a Champions League final that – it is fair to say was one of the most one-sided affairs in recent times –one group on the Inter Milan side of things was celebrating a different kind of win before a ball was even kicked in Munich. We’re talking, of course, about Inter Milan’s primary sponsor, Betsson Group.
Speaking to CEO Jesper Svensson, it is easy to see how a deal between the two entities was struck. A charismatic exec and a passionate football fan, Svensson explains the company’s rich history of football sponsorships in South America and, more recently, in Europe – diving into what it takes to ensure a lucrative partnership between the deeply intertwined industries of football and gambling.
AS INTER MILAN’S FRONT-OF-SHIRT SPONSOR, WHAT KIND OF METRICS ARE YOU LOOKING FOR SPECIFICALLY AFTER THE TEAM HAS PLAYED ONE OF THE BIGGEST GAMES IN FOOTBALL – LIKE THE CHAMPIONS LEAGUE FINAL?
In part, we’re using agencies that help us to define those kinds of metric. It’s not just an internal exercise, it’s also external. Nowadays, you can really calculate and pinpoint the exposure in a way that was not possible a few years ago. The way it works is highly complex but, in the end, you can see the gross media value,
“ It’s so much more than just being on the shirt”
alongside something we refer to as the quality index. There is also the media quality value – which is a highly variable index that can show significantly lower than others because, now and then, very big numbers are used – but this measure highlights your brand’s overall exposure pertaining to location. This is an area where AI is also helping models calculate those areas accurately. For us, the Inter Milan sponsorship was great exposure and the fact that the team managed to go all the way to the Champions League final in the first season of sponsorship was fantastic – in that sense we’re very happy with the way things turned out.
DID THE RESULT OF THE FINAL HAVE ANY NOTICEABLE EFFECT ON YOUR STATISTICAL EXPECTATIONS REGARDING PLAYER BETTING HABITS?
To be honest, once the team has reached the final and you have that exposure locked in from a huge game – there is no real difference between whether the team wins or whether the team loses. The exposure is already there when it happens in the final. Looking at the game itself, when there are that many goals in a match, gambling companies tend to not appreciate it because that’s when the punters tend to win a lot. But for us it’s not about the outcome of the game, it’s really about the exposure, the number of customers that see our brand, the number of new customers and activity we see around the game. The outcome of the game itself is less important.
BETSSON HAS ALSO BEEN INVOLVED IN AN ADDITIONAL SPONSORSHIP CAMPAIGN WHERE THE TEAM REACHED A MAJOR FINAL IN THE FIRST SEASON OF SPONSORSHIP. HOW DID YOUR EXPERIENCE FROM THAT DEAL INFLUENCE YOUR APPROACH TO THIS LATEST ONE?
Yes, we have done it with several teams actually. The example you’re referring to is Boca Juniors, which is a big sponsorship for us in Argentina – as they are one of the nation’s biggest teams. The first season we sponsored them a few years back; they went all the way to the final in Copa Libertadores – South America’s
JESPER SVENSSON
Champions League equivalent. Again, great exposure for us in the first season. We had the Atletico Nacional in Colombia that went all the way to win the domestic cup. We have Racing Club de Avellaneda in Argentina that won the Sudamericana, which is a little bit like Europa League in Europe, so to speak.
And now, finally we sponsored Crete in Greece who also reached the final for the first time in 35 years in their own version of the FA Cup (or Greece’s domestic cup). In essence, we have had a very good run of great exposure with the sponsorships that we have been doing the last years. Perhaps we are a lucky omen! When we investigate potential sponsorships, we assess the team’s potential as part of the process and that factors into how much we want to pay and things like that. It’s also hugely important to ensure we have really scanned the market before selecting who we partner up with or not.
ONCE YOU HAVE PICKED THE TEAM YOU ARE LOOKING TO SPONSOR AND THE DEAL HAS BEEN ARRANGED, WHAT KIND OF LOCALISATION PROCESSES THEN GET PUT INTO PLACE – AND HOW DID THIS DIFFER BETWEEN THE LATAM AND EU LANDSCAPES?
It’s very much similar to buying media overall because, yes, you’re on the shirt of the team you’re sponsoring, but a very important component of these sponsorships is the amount of LED time you receive. This relates to the exposure around the pitch in the LED barrier areas – and it’s a very important component of a given
deal. This is particularly true in some markets where you can’t, for regulatory reasons, buy TV commercials.
There are various ways you can look at sponsorship, but in terms of broadly, it’s really just buying media. To maximise it, you have to activate the partnership through digital channels, social media, fan interactions and so forth. This is where localisation strategies can come into place. I think that is the only way you can really capitalise on the sponsorship. Of course, you could also be passive still get value out of it but, for us, when we do these types of large investments, we want to take it all the way.
WITH FRONT-OF-SHIRT SPONSORSHIPS SET TO BE BANNED IN THE UK FROM THE START OF NEXT SEASON, DO YOU SEE INDICATORS THAT OTHER NATIONS WITH HIGHLY POPULAR LEAGUES – SUCH AS SPAIN, GERMANY, FRANCE OR ITALY – MIGHT FOLLOW SUIT?
Definitely, and some have already done so. In Spain, for example, it’s not possible to do front-of-shirt sponsorships. There is always an element of risk involved with these things in case of regulatory changes – but things are so different country by country that it takes a lot of assessment prior to deciding on a deal. I think, for us, in the markets we are focusing on the most, we are able to do what we are doing today, which is obviously positive. However, I think in an industry like ours there will always be a risk element. Should the worst happen for these deals, we will need to find other ways to make them work.
“ Our business is football. The majority of our turnover in sports is from football. Therefore, where do we want to be seen? In football”
With regard to the UK and your question, I would say that just because one country is doing it may not necessarily mean other countries are going to follow. It also depends on country by country because we are a very important contributor to sports and to the football clubs, and they are in also lobbying for us to be their sponsors. Then, on our side it’s just such a natural way of doing things because our business is sports. Our business is football. The majority of our turnover in sports is from football. Therefore, where do we want to be seen? In football. It’s the natural place for us to focus our efforts upon and therefore the clubs appreciate partnering with us, as well, because there is a historical infrastructural ecosystem and mutual understanding around these deals.
FRONT-OF-SHIRT SPONSORSHIPS ARE UNCOMMON IN AMERICAN SPORTS; HOWEVER, DO YOU SEE AN AVENUE IN WHICH THIS COULD BECOME A MORE ATTRACTIVE MARKETING SOLUTION FOR COMPANIES IN THE LANDSCAPE?
For us, we are not focusing on the US market as we don’t have a business there. What I do know is that the rules of the various leagues in the US, for example the NFL, are deeply embedded and they dictate what the teams are able to do within the bounds of sponsorship and related deals. Having said that, I think additional sponsorships could very well happen and – given the booming climate of US sports betting advertising – it most likely will happen if it isn’t happening in the fringes already. Things
are moving incredibly quickly in the US since regulation was permitted in 2018, so it really is anyone’s guess over there.
AS A COMPANY WHO HAS UNDERGONE MANY SUCCESSFUL FOOTBALL SHIRT SPONSORSHIP CAMPAIGNS, YOU WILL UNDERSTAND THAT IT IS ABOUT MORE THAN JUST STICKING YOUR COMPANY NAME ON A SHIRT. CAN YOU UNPACK WHAT GOES INTO THE PROCESS OF DEVELOPING A SUCCESSFUL SPONSORSHIP CAMPAIGN?
When you partner with someone, the shirt is simply one component out of many others. The agreement will no doubt cover many different types of assets with regards to the digital side of things, from accessibility to players and ex-players for additional deals to how you’re going to work with the social media team on a joint campaign, how the two businesses will produce content together and – as we mentioned before – the LED time is also crucial.
It’s really about having that full list of activities and outlining what is possible, as well as what is not. For us, as a company that has long-term experience of brokering these arrangements, we are in a good position because we know what the key elements are – especially pertaining to our business and business model, which is something that you learn with experience. It’s so much more than just being on the shirt. That’s the biggest takeaway. To do it properly, you must spend on the activities around the sponsorship to maximise its potential.
