This year, the iGaming industry converged in Valletta, Malta for SiGMA Euro-Med 2025, one of its most significant events. The three-day summit attracted thousands of professionals from various sectors, including online casinos, software companies, regulators, and affiliate networks. A key highlight of the event was the prominent role of affiliates, underscoring their growing importance in the industry. No longer simply traffic generators, affiliates are now recognized as crucial marketing partners. They are instrumental in promoting player safety and transparency, and they actively contribute to fostering compliance within Europe’s online gaming market.

Spotlight on Affiliates

The Affiliate of the Year category was a major highlight, attracting strong competition from well-known iGaming brands. This award recognized affiliate programs and networks that demonstrated innovation and responsibility in promoting regulated gaming.

Judges commended companies that adhered to advertising guidelines and provided players with clear, verified information. The stricter EU laws regulating gambling promotions have elevated standards for all affiliates, requiring compliance from everyone involved.

The event also underscored the importance of local partnerships in driving growth within national markets. In regulated countries, affiliates who exclusively collaborate with licensed operators set the benchmark for transparency and player protection, ensuring campaigns align with national advertising codes.

What Made 2025 Different

This year’s SiGMA Euro-Med felt more focused on responsibility and transparency. Delegates ranged from casino CEOs and software developers to digital agencies and government officials, engaging with a broad slate of exhibitors, many of them affiliate businesses or iGaming solution providers.

A key theme was responsible gaming, with the European Gaming and Betting Association (EGBA) leading discussions on how affiliates can support these initiatives. Regulators from across Europe provided updates on national frameworks and their enforcement. There was significant interest in the use of artificial intelligence by affiliates to identify risky patterns and bolster self-exclusion tools, with several case studies presented on early-warning workflows.

Key Trends in iGaming Marketing

This year’s event highlighted several key trends in the affiliate marketing landscape.

Firstly, a significant shift towards localized content was observed. Affiliates are recognizing that simple translation is insufficient; players respond more positively to content that incorporates local culture and payment methods specific to their country.

Secondly, data-driven marketing has become paramount. Operators now demand concrete conversion data from affiliates before entering into new partnerships, prioritizing measurable results and trust over sheer traffic volume.

Thirdly, mobile performance continues to be a dominant factor. A substantial portion of affiliate traffic in 2025 originates from smartphones and tablets, compelling affiliates to develop faster, more mobile-friendly websites with streamlined registration processes.

Finally, video marketing and live streaming are emerging as powerful tools. Casino streamers and YouTubers are instrumental in connecting affiliates with younger demographics. This form of content also fosters transparency, as players can witness games being played in real time.

Industry Impact

The affiliate sector is now an indispensable part of the iGaming landscape, with industry analysts estimating that affiliates are responsible for approximately 30% of all new player sign-ups in Europe; a figure that has doubled since 2019. Operators depend on affiliates for local market awareness, especially in regions with new regulations or tax systems, and for compliance guidance. Affiliates often act as intermediaries between regulators and casinos, ensuring advertising adheres to established rules.

The recognition bestowed at SiGMA highlights the increased professionalism of the affiliate business. In the past, many affiliates were small, independent blogs or review sites. Today, they operate as full-scale digital marketing agencies, complete with dedicated teams for data analysis, legal advice, and compliance.

Regulatory Landscape

The affiliate sector’s growth has brought tighter oversight across Europe, with stricter advertising standards and mandatory safer-gambling messaging. In licensing regimes like Romania’s, choosing a regulated online casino in Romania is part of the compliance chain, since operators must display clear disclosures, offer responsible-play tools, and verify payouts.

The impact of these laws was discussed at the conference, with several panels noting that clearer rules improve trust even if they add cost. Regulators highlighted progress in keeping offshore operators out of regulated markets through consistent enforcement.

Technology and the Future

Affiliate marketing is being reshaped by technology. Artificial intelligence (AI) is now predicting user interests to recommend games tailored to individual preferences. Blockchain verification is enhancing payment transparency between casino operators and affiliates.

Some affiliates are exploring Web3 integration, where player rewards are distributed as digital tokens, potentially transforming loyalty programs and payouts. Others are experimenting with in-app notifications to deliver personalized offers directly to users’ devices.

Experts anticipate that AI will generate much of the content produced by affiliates. However, human editors will remain essential for ensuring accuracy and maintaining the appropriate tone.

SiGMA’s Role in Industry Development

SiGMA has cemented its position as a key connector within the iGaming ecosystem, facilitating vital connections across the industry. Through its regional events in Africa, Asia, and Europe, SiGMA offers professionals dedicated platforms to exchange insights and cultivate partnerships. The Euro-Med edition in Valletta underscored the importance of innovation and responsible expansion. Discussions spanned critical areas such as player psychology, digital payment solutions, and evolving regulatory frameworks. Complementary workshops focused on affiliate strategies, content generation, and optimizing SEO within regulated markets. This year’s recognition of affiliates by SiGMA signals a clear acknowledgment: the gambling industry understands that sustainable growth is intrinsically linked to trustworthy and transparent collaborations.