The growing success of online casinos demands the existence of affiliate sites. Sebastian Jarosch is among the best people to ask about the growing popularity of affiliate sites. The founder of Mithrillium Media Ltd. has a lengthy history of studying and reviewing online casinos, and his expertise on transparency makes him uniquely qualified to address the subject.
That’s why the winner of multiple awards, including EGR’s Best Affiliate Programme Award, Casinomeister’s Best Casino Group Award, and AskGamblers’ Best Partner Award, speaks with SlotBeats about the future of the iGaming market.
From a modern player’s point of view, what are the key elements that make a casino review feel trustworthy?
Players today look for transparent reviews written by industry experts with firsthand knowledge. To make a review feel trustworthy, it must include licensing, payment methods, bonus terms, RTPs, pros and cons and most importantly feedback from other players. Readers want to see an author that they can trust as well as fresh content that is updated on a regular basis with current welcome offers.
How has the definition of “trust” in affiliate content evolved over the past few years, and where is it heading by 2025?
Players used to trust affiliate sites simply because they were ranking on top positions in the SERPs. Today players want to read about believable experiences, expert insights and feedback from real players. In 2025 we are heading towards certifications of trust, real time updates and review scores that are determined by the community.
Do players still read full reviews, or are they relying more on visual cues, ratings, and summaries to make decisions?
That really depends on the intent of the player. Full reviews still matter to rank in Google and to inform inexperienced players. Most players only require bits of information that they can find in summary tables, comparison tools, and screenshots to make quick decisions. Especially for mobile-first users, it is important to summarize the most important information at the top of the review.
What common mistakes do affiliates make that damage their credibility in the eyes of today’s more informed players?
The biggest mistake an affiliate can make is advertising unreliable brands with high ratings. Another one is displaying incomplete or misleading bonus information which players will see through very quickly today. Modern casino players often do proper research, so anything that feels misleading, inauthentic or biased can quickly destroy trust.
How important is disclosing commercial relationships, ranking logic, or bonus terms in maintaining user trust?
It is important to be clear about affiliate disclosures, so that players understand your relationship to the online casinos. Players often ask about the formula for casino scores because they want to understand what is actually being tested during the review process. Educational content regarding bonus terms can also build trust, because it displays expert knowledge.
What role do real user feedback, complaints, and complaint resolution play in shaping a review’s trustworthiness?
Players crave validation, and real user feedback from other players can really influence their decision-making. Several complaints regarding payments, bonuses, and KYCs can quickly tell a player what the pain points are with individual casinos. Casinos like AskGamblers, Casino Guru, and Casino Groups often help with complaint resolution in their forums and with the help of contact forms.
How can affiliates balance the need to monetize reviews with the expectation of impartial, player-first content?
The content writers must work independently from the commercial teams. Reviews should be based on hard facts and include honest pros and cons of the operators. Monetization should come from building trust, not manipulation. Affiliates that earn their visitors’ trust, naturally, will always convert better in the long run.
Do you think players in 2025 will expect more personalization or transparency in how review platforms recommend casinos?
Yes, I believe personalization will get more important, especially with AI being adopted more and more. Players will be able to find their preferred casinos based on location, payment methods, payout speed and even bonuses. But transparency on how this personalization is applied will be just as important as players will want to know why a specific casino was recommended to them.
What technologies or content formats (e.g., comparison tools, verified user scores, video reviews) enhance review credibility?
Comparison tools, verified user reviews, streaming, and videos build trust with your audience. Players want reviews to be authentic, so when you include comparisons with real user experiences, reviews feel more genuine. Interactive filters also give players a tailored experience when searching for the next online casino.
Looking ahead, how can affiliate platforms stay ahead of player expectations and remain a trusted part of the casino discovery journey?
Affiliates will need to put their audience first to build trust and meet the expectations of modern players. It will be crucial to step up the quality of the reviews with expert writers who produce honest content written for the player, instead of for search engines. Putting more emphasis on responsible gaming will also be increasingly important with maturing regulation. Staying relevant means anticipating those needs before players ask for them.
