Affiliate marketing has played a major role in the rapid growth of the online gambling industry over the past decade. As regulations tighten in mature markets and new markets open up worldwide, the landscape continues to evolve for gambling affiliates.
Market Growth and Opportunities
The global online gambling market size was valued at USD 92.9 billion in 2019. It is projected to expand at a compound annual growth rate (CAGR) of 11.5% from 2020 to 2027 due to the increasing use of mobile phones and easy access to internet services to play online games on various gambling platforms, like All Slots.
Projected Growth of Global Online Gambling Market
| Year | Market Size (USD Billions) | Growth (%) |
| 2019 | 92.9 | – |
| 2020 | 103.7 | 11.6% |
| 2027 | 207.1 | 11.5% CAGR |
The easing of regulatory restrictions in countries such as the United States and the legalization of online betting in countries such as India points to the substantial market growth opportunities still available.
First-mover advantage will be key for affiliates looking to establish themselves in newly opened markets before competition heats up. Offering localized content and payment methods are some of the tactics affiliates can use to gain market share in new overseas markets.
Adapting to Regulatory Changes
Regulatory shifts have already impacted the revenue streams of many gambling affiliates. Some of the more notable changes include:
- UKGC Bans on VIP Programs and Bonuses: The UK Gambling Commission has cracked down on affiliates promoting online paysafecard casinots with bonuses and VIP programs that encourage excessive gambling. Many UK affiliates had to quickly pivot away from primarily promoting first deposit bonuses.
- ASIC Ban on Gambling Ads: Affiliate marketers targeting Australia also had to quickly change their strategies when the Australian Securities and Investments Commission (ASIC) put strict limits on gambling advertising in 2019. Popular affiliate site formats like online casino review and bonus pages became obsolete overnight.
Rising Importance of SEO
As cost-per-click advertising becomes more restricted and less effective, SEO and content marketing are growing in importance.
Google also applies increased scrutiny toward online gambling sites and frequently changes its algorithm to fight content farms. Building sites viewers actually want to visit, with unique informational articles and helpful tools, is necessary for long-term survival.
Many gambling affiliates have shifted their focus toward producing higher quality websites focused around things such as game rules, strategy guides, and industry news catered to players rather than temporary bonus offers.
Opportunity for Niche Focus
Another emerging trend among savvy gambling affiliates is carving out niche areas of focus where they can truly establish themselves as experts. Examples include concentrating on one particular:
- Game type — slots, poker, bingo etc.
- Gambling jurisdiction — reviewing sites licensed specifically in certain countries/states
- Payment method — crypto casinos, PayPal gambling etc.
Building niche affiliate sites centered on such focuses helps set sites apart from the masses of generic gambling portals out there. It also enables providing deeper value to a targeted audience instead of just skimming the surface.
The Future of Gambling Affiliation
While the online gambling industry is projected to continue seeing tremendous growth, traditional affiliate marketing tactics relying heavily on bonuses and special offers appear to have a shrinking future.
Moving forward, building sites offering genuine value to visitors should be the priority for any gambling affiliate. As regulators limit certain types of promotions, SEO and niche content production is likely to play an even bigger role, driving traffic and conversions.
The ability to adapt quickly to new rules and take advantage of newly regulated markets will separate the most successful affiliates from those that get left behind. It is an exciting but challenging time to be involved in the affiliation side of the online gambling space.
