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COME VISIT US AT iGB BARCELONA 21 ST & 22 ND JANUARY 2025 FIRA GRAN VIA, BARCELONA | STAND E44 www.betssongroupaffiliates.com | Enjoy gambling responsibly. BeGambleAware.org 18+iGBAFFILIATE.COM • 3 I t’s fair to say this week has been circled on the calendar for a while. Barcelona has that effect, with its suave and relaxed atmosphere that has you flowing around the city like a full-bodied Rioja in the glass. It’s only fitting then that we pair iGB Affiliate’s shiny new home with a vintage edition of the show’s official magazine. We open the issue with the Traffic & Strategy section where you’ll find opinions and analysis from the likes of Already Media CEO Alina Famenok and QiH CMO David Murphy. This is followed by Emerging Markets, home to pieces from ICS digital duo Martin Calvert & Chris Mawson and Alts Digital’s Rita Mendes. Next up is North America where you’ll find analysis from GameTime Digital CMO Alex Windsor alongside our cover feature on the changing US landscape. The Affiliate Eye segment features contributions from iGBA regulars and all- round people experts Cordelia Morgan-Cooper and Emily Haruko Leeb, before we conclude proceedings with the industry’s best regulatory and financial dashboards in Data & Tracking. As for the show, there are a host of incredible speakers across both days over at the live content theatre, where I’ll be moderating a panel or two. So please check out the agenda and come along and say hello. For now, though, fins després! 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 Production editor: Guy Parsons Art direction: Digitalstudioworldwide.com Journalist: Joyce Yang joyce.yang@clariongaming.com 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 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 BON DIA, BARNA! FROM THE EDITOR QUESTIONS OR COMMENTS? daniel.kleiner@clariongaming.com WELCOME FOR THE LATEST INDUSTY NEWS VISITiGBAFFILIATE.COMiGBAFFILIATE.COM • 5 ISSUE 96 • iGB AFFILIATE 2025 TRAFFIC & STRATEGY 11Future-proof your affiliate business before it’s too late Programmatic marketing: Are affiliates ready to accept the future? Social climbing: Six steps to elevate your SEO New frontiers: QiH CMO on marketing’s role in expansion plans Orange overhaul: Dutch state of play UK OK Back from the brink The state of paid 15 21 24 EMERGING MARKETS 45Shifting searches in newly regulated markets From volume to value: How to thrive in emerging markets Global hiring: Expanding a team for new markets 49 52 CONTENTS FOR MORE UPDATES VISIT iGBAFFILIATE.COM 29 26 33 37 40 21 526 • iGBAFFILIATE.COM CONTENTS NORTH AMERICA 58On the rise: Sweepstakes in the States Swimming against the flow DOOH advertising: Boosting conversions with physical marketing 63 AFFILIATE EYE 73In-house vs. outsourcing: Which recruitment method gets the job? Embrace the flaws: Achieve more by accepting imperfection Alts Digital: Building and maintaining WFH culture for affiliates Winning at wellness: HR’s mental health responsibility 79 84 DATA + TRACKING 93European regulation Igaming and mobile dashboards Top 25 gaming sites 100 104 MARKETPLACE 106Advertiser index FOR MORE UPDATES VISIT iGBAFFILIATE.COM 63 66 89 84Next >