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COME VISIT US AT IGBLIVE AFFILIATE AMSTERDAM 2024 17TH & 18TH JULY RAI AMSTERDAM STAND E30 www.betssongroupaffiliates.com | Enjoy gambling responsibly. BeGambleAware.org 18+iGBAFFILIATE.COM • 3 T here’s a real sense of one chapter closing and another one opening as we prepare to bid vaarwel to Amsterdam after 14 happy years. But before we give the Dutch capital the sendoff it deserves, we’d like to usher in our brand-new iGB Affiliate magazine, reimagined and redesigned to meet the changing tastes and needs of you, our valued affiliate audience. Those of you who frequent our website and subscribe to our newsletters will recognise their influence on the magazine’s sleek new look. Opening proceedings is an extensive Traffic & Strategy section, where you’ll find opinion and analysis from the likes of Jamie Walters, CEO of QiH Group (p15) and Martyn Hannah, MD of Comparasino (p31). Next up is Emerging Markets where I investigate what it takes for an affiliate to enter India and scale in such a febrile market (p39). Next we check in on North America and hear from MediaTroopers CEO Sam Segal on his paid media model and the importance of being licensed in every state (p58), before the issue closes with our revamped Data & Tracking section, home to an array of regulatory and financial dashboards. In the magazine as in the show there is much to spark interest and debate, so as you’re making your way through the halls please do make time to check out our live content at the Pulse Theatre. I will be moderating a panel on day two around how affiliates can attract the next generation of employees. Itwould be great to meet many of you there. Come and say hello! DAN KLEINER, EDITOR Printed in the UK by Micropress. Published by iGaming Business Ltd, Bedford House, Fulham Green, 69-79 Fulham High Street, London SW6 3JW, UK. iGB Affiliate is published biannually © iGaming Business Ltd 2024. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system of any nature without prior written permission, except for permitted fair dealing under the Copyright Designs and Patents Act 1988. Application for permission for use of copyright material including permission to reproduce extracts in other published works shall be made to the publishers. Full acknowledgement of author, publisher and source must be given. The paper used within this publication has been sourced from a Chain-of-Custody certified manufacturer, operating within international environmental standards such as ISO14001 and EMAS. This is to ensure sustainable sourcing of the raw materials, sustainable production and to minimise our carbon footprint. ISSN 1756-3437. Head of affiliate content: Stephen Carter stephen.carter@clariongaming.com Editor: Dan Kleiner daniel.kleiner@clariongaming.com Art editor: Ogo Ikeogu Production editor: Guy Parsons Managing director: Alex Pratt Portfolio director, B2B: Richard Linn Portfolio director, iGB Affiliate: Naomi Barton Non-executive chairman: Michael Caselli Sales director: Ian Larcombe ian.larcombe@clariongaming.com Head of sales: Amy Cunnington amy.cunnington@clariongaming.com Strategic account manager: Luke Webb luke.webb@clariongaming.com Business development manager: Jake Lemer jake.lemer@clariongaming.com Sales account manager: Samantha Laker samantha.laker@clariongaming.com EDITORIAL & ADVERTISING NEW BEGINNINGS FROM THE EDITOR QUESTIONS OR COMMENTS? daniel.kleiner@clariongaming.com WELCOME FOR THE LATEST INDUSTY NEWS VISIT IGBAFFILIATE.COMiGBAFFILIATE.COM • 5 ISSUE 95 • iGB L!VE 2024 COVER FEATURE TRAFFIC & STRATEGY 10Digital SEO: Making it stick long term Affiliate market to become more black and white AI and the promised lands of personalisation How affiliates can use social media trends Anatomy of a fall UK brand slowdown: Where is the growth? 15 18 21 EMERGING MARKETS 39Unlocking India: Strict taxes in a growing market Japan in focus: Seizing SEO opportunities LatAm: Spanish-speaking SEO snapshot 45 50 CONTENTS FOR MORE iGBL!VE UPDATES VISIT iGBAFFILIATE.COM 26 31 39 SCAN HERE FOR THE LIVE AGENDA PULSE@ 266 • iGBAFFILIATE.COM CONTENTS NORTH AMERICA 58State launchers: Why MediaTroopers must enter every single US market Adapt or die62 AFFILIATE EYE 66Let’s get to work The igaming talent wars: How to be victorious Balancing ambition with realism in igaming’s Gen Zs 70 74 DATA + TRACKING 77European regulation Igaming and mobile dashboards Top 25 gaming sites 84 88 MARKETPLACE 90Advertiser index 70 FOR MORE iGBL!VE UPDATES VISIT iGBAFFILIATE.COM 58Next >