Navigating the Affiliates 2.0 era: Insights from our expert Aleksandra Drigo
The iGaming industry is entering a new era, famously termed "Affiliates 2.0" in the latest Go Intel report. A regular feature by the GameOn agency highlights how technology and regulation are reshaping the marketing landscape.
CasinoCanada, managed by the SEOBROTHERS agency, stays at the forefront of the industry shifts. To delve deeper into these changes, we share insights from Aleksandra Drigo, Chief of Business Development at SEOBROTHERS, who was featured as an expert in the report.
A fundamental shift in the landscape
The global iGaming sector is moving away from traditional models of traffic arbitrage toward one rooted in transparency and strict compliance. As the Go Intel notes, regulatory bodies are increasingly holding operators accountable for their affiliates' actions, necessitating a higher standard for content and data privacy.
Aleksandra explains how this has changed the daily reality for affiliate programs:
“Over the last two years, affiliate programs have seen a significant shift towards stricter regulations and increased transparency. New rules regarding user data and advertising have emerged, especially with legal changes like GDPR in Europe. Additionally, there's been increased competition for organic search rankings, forcing affiliates to improve content quality and meet high SEO standards.
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Leaving unsustainable practices behind
Traditional gray hat tactics and thin content are no longer viable as search engines increasingly prioritise Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Go Intel highlights that recent algorithm updates have heavily penalised or deindexed sites that relied on unoriginal content, forcing a definitive pivot toward authentic audience engagement.
Aleksandra underscores the necessity of abandoning these outdated methods:
“One of the outdated practices is the over-reliance on gray hat SEO methods, such as excessive link buying or using low-quality content. These techniques are becoming less effective due to advancements in search engine algorithms and higher content quality requirements. Moreover, with stronger regulations, methods like hidden marketing or fake reviews are no longer acceptable.
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The new metrics of success
In the Affiliates 2.0 era, the focus has shifted from raw volume to the long-term Lifetime Value (LTV) of a player. Operators now seek partners who can demonstrate sustainable acquisition through first-party data and high engagement levels rather than just one-time sign-ups.
Aleksandra outlines the specific indicators that define success in this post-arbitrage world:
“Currently, the key metrics for evaluating affiliates are organic traffic, conversion rate (CR), and cost per acquisition (CPA). It's also crucial to track user engagement on the site, such as time on page and depth of page views. These indicators help understand how well an affiliate attracts quality leads and delivers long-term profitability for the operator.
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Key takeaway
The Affiliates 2.0 era rewards those who embrace transparency, high-quality content, and technical innovation. By prioritising these values, we ensure a sustainable and professional future for the iGaming community.
For a deeper dive into these industry trends, download the full The Rise of Affiliates 2.0 PDF report.
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