The commercial maturity of affiliates: from volume drivers to brand-safe growth partners

Affiliate sites are maturing at an incredible rate. Many reviewers are discovering that players are more concerned with transparent and straightforward reviews, rather than SEO-catching and commercial texts. Here, Sebastian Jarosch gives his know-how on top-quality affiliate content.

EGR: How would you define ‘commercial maturity’ in the context of modern affiliate businesses?

Sebastian Jarosch (SJ): Commercial maturity in modern casino affiliation means achieving sustainable, brand-safe growth through diverse traffic sources, solid compliance processes, player-centric UX and strategic partnerships. Success is measured by traffic quality, retention and lifetime value rather than pure traffic volumes.

EGR: What factors have driven the shift from volume-based affiliate strategies to more brand-aligned, strategic partnerships?

SJ: Volume-based affiliate strategies often deliver poor traffic quality that adds no real value to casino businesses. Brand-aligned strategic partnerships, on the other hand, focus on delivering high-quality, brand-safe and compliant traffic at a sustainable cost. This approach creates long-term value by aligning affiliate incentives with player retention, lifetime value and responsible growth.

EGR: Are operators now prioritising quality over quantity when choosing affiliate partners, and how does that change expectations on both sides?

SJ: Yes, most operators are prioritising quality over quantity when selecting affiliate partners. Operators demand compliant, high-quality traffic that adds value to the bottom line, while affiliates expect reliable payments, transparent data, professional service and fair commission rates. This mutual shift is leading to more collaborative, long-term partnerships rather than short-term acquisition models.

EGR: How do brand-safe practices (such as compliance, transparent rankings and responsible marketing) impact your long-term commercial success?

SJ: Brand-safe practices are fundamental to long-term commercial success. Compliance, credibility and responsible marketing best practices build trust with both audiences and business partners. They reduce regulatory and reputational risk and lead to sustainable growth and mutually beneficial partnerships.

EGR: Can you share an example of a partnership where aligning with the operator’s brand values led to better performance or retention?

SJ: Aligning with an operator’s brand values means understanding your partner’s goals and expectations around compliance, brand safety and commercial success through clear and transparent communication. This enables us to tailor campaigns to the operator’s needs, leading to higher conversion rates, better traffic quality and longer retention. It also fosters long-term trust and collaboration, turning affiliate relationships into strategic partnerships.

EGR: How important is regulatory alignment when building commercial relationships in mature or newly regulated markets?

SJ: Regulatory alignment is essential when building commercial relationships in both mature and newly regulated markets. Affiliates and operators need to be fully aligned on expectations in terms of compliance, messaging and player protection to avoid risk and build trust. Strong regulatory alignment creates stability, protects brand reputation and enables long-term, scalable partnerships.

EGR: Do you think affiliates are being held to higher standards (in areas like UX, content quality and trust signals) than in previous years?

SJ: Yes, affiliates are clearly being held to higher standards than in previous years. Casino affiliates like Casino Groups deliver a player-centric UX, higher content quality and stronger trust signals to meet player, operator and regulatory expectations. Today, affiliates must operate more professionally and transparently to remain competitive and credible.

EGR: What internal changes (team structure, tech investment, etc) are required for affiliates to transition into true growth partners?

SJ: To reach commercial maturity, affiliates need to professionalise their internal structures. This includes investing in top talent, data and automation, strengthening compliance processes and building player-centric products. These changes allow affiliates to deliver higher-quality traffic, deeper insights and more sustainable value to operators.

EGR: How do you approach measurement and reporting differently now that you’re focused on long-term brand impact, not just lead generation?

SJ: We look at data not only from our own performance perspective but also from the perspective of our partners’ goals. Instead of focusing solely on clicks, FTDs and NGR, we analyse deposits, bonus costs, retention and lifetime value. This approach helps both affiliates and operators understand real brand impact and build more sustainable partnerships.

EGR: Looking ahead, what will define the most commercially successful and operator-aligned affiliates in the next phase of igaming growth?

SJ: The most commercially successful and operator-aligned affiliates will be those that combine strong compliance, responsible marketing and high-quality UX with data-driven insights and player-first content. Affiliates that operate as trusted, value-adding partners will be best positioned to support sustainable growth as the igaming market continues to mature.

As the founder of Mithrillium Media, Sebastian Jarosch has been involved with the gambling market for the better part of a decade.

He instituted changes in the igaming industry that resulted in user experience being valued above all else. During his igaming career, he has won numerous awards from reputable igaming organisations as well as being appointed as a judge for several respected industry awards.