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TRAFFIC & STRATEGY • EMERGING MARKETS • NORTH AMERICA • AFFILIATE EYE • DATA + TRACKING ISSUE 97 • iGBL!VE 2025 • iGBAFFILIATE.COM ISSUE 97 i GBL!VE 2025 Building player communities Parasite SEO disrupters Unlocking igaming career growth Breaking into Africa OFFICIAL MAGAZINE OFiGBAFFILIATE.COM • 3 F amiliar sights, the soft hum of Wimbledon, and a (hopefully sunny) British summer set the scene as iGB L!VE 2025 lands in London for the first time. And there’s plenty to get excited about, not least the return of the iGB Affiliate Awards on Thursday night at the iconic Troxy, where we’ll be celebrating the best in the business with a full-on Britpop blowout. Something that has been around for a while – though certainly not as long as Britpop – is streaming, which is both the subject of our striking cover and the centrepiece of a packed Traffic & Strategy section this issue. Joyce Yang straps on her headset and dives deep into the phenomenon on p19. Emerging Markets, with a guide to affiliate marketing in Argentina and a look at the newly regulated Brazilian market, follows, before we pay a visit to North America to hear from Betting Ladies founder Valeria Martinez and BettingUSA’s Mike Murphy. Affiliate Eye, home to iGBA regulars Cordelia Morgan-Cooper, Claire Adamou and Rita Mendes, and our essential Data section wrap up proceedings. At iGB L!VE itself, there are a host of incredible panels and presentations happening on Thursday over at the Pulse Theatre, so I recommend checking the schedule on the app or website to make sure you don’t miss out. I hope to see as many of you as possible over the next couple of days – come and say hello and enjoy the show! 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 2025. 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 Journalist: Joyce Yang joyce.yang@clariongaming.com Production editor: Guy Parsons Digital design lead: Theo Szarowicz Design: Digitalstudioworldwide.com Managing director: Alex Pratt Portfolio director, iGB Events: Naomi Barton Non-executive chairman: Michael Caselli Sales director: Ian Larcombe ian.larcombe@clariongaming.com Head of sales: Amy Sterlini amy.sterlini@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 AND THE WINNERS ARE… FROM THE EDITOR QUESTIONS OR COMMENTS? daniel.kleiner@clariongaming.com WELCOME FOR THE LATEST INDUSTRY NEWS VISIT IGBAFFILIATE.COMCOME VISIT US AT iGB LONDON 2 ND & 3 RD JULY 2025 STAND B50 www.betssongroupaffiliates.com | Enjoy gambling responsibly. GambleAware.org 18+iGBAFFILIATE.COM • 5 ISSUE 97 iGB L!VE 2025 TRAFFIC & STRATEGY 10Unwelcome hosts: Parasite SEO slithers on to disrupt search rankings What YouTube’s gambling crackdown means for affiliates The streaming shift Building engagement: How affiliates utilise text- based player communities 14 19 24 EMERGING MARKETS 32Brazil: Time to get on the pitch? Argentina: An affiliate’s guide to organic iGaming marketing Breaking into Africa: Websa’s localised play for sports fans 37 41 CONTENTS FOR MORE UPDATES VISIT iGBAFFILIATE.COM 32 246 • iGBAFFILIATE.COM CONTENTS NORTH AMERICA 48The big reset: Has the US gold rush dried up for affiliates? Bet like a lady: Valeria Martinez on building a female bettors’ community BettingUSA: Keeping the faith in a tough market 52 AFFILIATE EYE 64How recruitment changes as affiliates scale Beyond gender: Building careers on merit and talent Operator vs affiliate: Which one offers the best perks? Unlocking career growth in iGaming through coaching 68 71 DATA + TRACKING European regulation iGaming and mobile dashboards Top 25 gaming sites 78 84 MARKETPLACE 90Advertiser index FOR MORE UPDATES VISIT iGBAFFILIATE.COM 52 57 75 64 88Next >