Why Gambling Operators Are Raising the Bar for Affiliate Partnerships

Gambling operators have long relied on affiliate partnerships to acquire new customers, but the standards for choosing those partners are evolving. 

As regulation tightens, operators are becoming more selective about who they partner with.

In an exclusive interview with SportsBoom, Moses Obodoakor, Affiliate & Marketing Manager at PaddyWin, and Salvatore Martorana, Affiliate Marketing Specialist at STS Web Consulting, shared their views.

Speaking from the sportsbook and online casino sectors respectively, both experts explained how changing industry priorities are influencing operator-affiliate relationships.

Sportsbooks Are Becoming More Selective About Affiliate Partnerships

Flutter Entertainment's 2025 Annual Report reflects the industry's growing focus on player quality over volume. 

The company says it evaluates player acquisition using acquisition cost, lifetime value, and retention.

Obodoakor has seen a similar trend across Africa's sports betting market.

"Without a doubt, yes. If you look at the African sports betting landscape, especially in major markets like Nigeria, Kenya, and South Africa, we have clearly moved away from the early 'gold rush' phase. A few years back, sportsbooks were casting a massive net. They would sign up almost anyone with a Telegram channel, a blog, or a decent social media following, throwing flat Cost Per Acquisition (CPA) deals at them to drive raw sign-up numbers," Obodoakor told SportsBoom.co.za. 

Obodoakor said that approach is no longer sustainable.

"The focus has shifted drastically from sheer volume to player quality and Lifetime Value (LTV). Operators realised that a lot of early affiliate traffic was 'churn-and-burn', punters taking advantage of welcome bonuses and never returning,” he added. 

Fraud and Regulatory Pressure Are Raising The Stakes

The risks facing operators extend beyond acquiring new customers. 

The European Gaming and Betting Association (EGBA) warned that fraudulent gambling websites, fake apps, phishing campaigns and impersonation attacks are increasing across Europe.

EGBA estimated that illegal operators accounted for 27% (€18 billion) of Europe's online gambling gross gaming revenue (GGR) in 2025. Illegal gambling also reportedly now controls over 62% of the market in South Africa. 

That illustrates the growing pressure on regulated operators to protect their brands and customers.

"Ad abuse and traffic fraud became huge headaches across the region, with operators burning budgets on fake accounts or bots. Today, sportsbooks only want to work with partners who bring in real, high-intent sports bettors,” Obodoakor pointed out. 

Quality And Compliance Now Matter Most

As operators become more selective, the way affiliates are assessed is also changing. Traffic volume still matters, but it is no longer enough on its own. 

Operators are paying closer attention to transparency, authenticity, and the quality of the audience an affiliate attracts.

"The evaluation criteria today are much more sophisticated than just asking, 'How many monthly visitors do you have?' When sportsbooks assess affiliates in Nigeria, and across the continent now, two big things stand out. Operators demand absolute clarity on where traffic is coming from. If an affiliate is using masked links, dark-pattern ads, or unvetted sub-networks, that is an immediate deal-breaker," Obodoakor said.

The UK Gambling Commission says licensed operators remain responsible for marketing carried out by affiliates and other third parties. 

It also requires gambling businesses to identify and manage the risks associated with using affiliates to acquire customers.

Obodoakor added that affiliates also need a strong understanding of the markets they serve.

"A good affiliate isn't just dropping odds; they understand the local football culture, from the Premier League and Champions League fever down to AFCON and local leagues like the NPFL. They build real trust with their community through genuine analysis, which leads to much higher player retention.”

Martorana shared a similar view from the online casino sector.

"Today, operators also assess several other aspects very carefully, particularly the source of the traffic, the quality of the content, the website's reputation, the way bonuses are presented and, above all, compliance with ADM regulations and AGCOM guidelines. A partnership is no longer based solely on the placement of a tracking link," Martorana told SportsBoom. 

The way an affiliate communicates is equally important, because its activity also reflects on the image of the operator it works with,” Martorana said. 

Long-Term Partnerships Are Becoming the New Standard

The higher standards operators now expect from affiliate partners show little sign of easing. 

As regulatory requirements evolve, the industry is moving away from short-term acquisition strategies to longer-term partnerships.

"Yes, the selectivity will only heighten as the African market continues to mature. We are moving toward a more institutionalized affiliate ecosystem," Obodoakor said.

"The era of easy, high flat-CPAs or fixed deals is winding down. Sportsbooks are pushing affiliates toward revenue-share or hybrid models. This forces the affiliate to care about player longevity and responsible gambling just as much as the operator does, creating a true long-term partnership rather than a transaction." 

In the online casino sector, Martorana reveals operators will become increasingly careful about the affiliates they associate with.

"Honestly, I do not believe we will see a radical transformation in the relationship between operators and affiliates. Instead, I expect the direction already taken to become even more established, with fewer occasional collaborations and more long-term, structured partnerships subject to frequent checks," Martorana said.

For sportsbooks and casinos, the next phase of affiliate partnerships may be defined by closer scrutiny over who they work with and the quality of players those partners deliver. 

Affiliates that adapt to higher expectations around compliance, content quality, and retention are likely to be best positioned for growth.