Slotsjudge’s Marketing and Communications Manager, Jekaterina Dubnicka, examines the constantly-shifting dynamics within the affiliate sector. Operators and affiliates, she says, are adopting a more open and honest approach to communications, while seeking ever more inventive ways to generate high-quality traffic. 

The affiliate marketplace is evidently mature, but how is it evolving and what are the latest trends when it comes to the relationship between game providers and affiliates?

Recently, communication has really picked up in the affiliate industry. To start with, operators and affiliates are communicating with one other more honestly and openly. It’s similar to establishing a trust-based relationship, which is excellent for committed long-term relationships. We increasingly prioritise having brief conversations. 

Telegram is now taking over Skype and more and more partners choose Telegram over Skype as it is more convenient, less glitchy and offers much more than Skype. Telegram soon will become a new standard for daily communication between providers and affiliates. It all comes down to asking questions quickly and maintaining the flow of the conversation.

A personal touch is also very important. These days, we don’t just send out generic communications; instead, everything is customised to feel more pertinent and intimate. When we are talking about prolonged partnership – each side should feel inclusive. 

Finally, feedback is really important. Asking what’s working and what isn’t through routine check-ins keeps everyone on their toes and moving forward. In this dynamic environment, like Slotsjudge which is continually adapting to these communication shifts, ensuring our collaborations are as effective and responsive as possible

How can newcomers to the affiliate space generate high-quality traffic to game providers, especially if they don’t already have established channels?

It all comes down to inventiveness and user engagement for newbies trying to establish themselves in the igaming affiliate market, like we do at Take a careful look at the platforms and games you are endorsing first. Know them inside and out; this understanding is essential to producing content that connects with your audience.

Concentrate on producing original material. Provide unique insights in your blog posts, videos, and social media updates that aren’t easily found elsewhere. Consider reviewing video games from another perspective, such as emphasising the design or historical context of the title.

Talk to your audience. Utilise social networking sites to build a following for your material. The moment has come for us to provide our audience more than just a review and to be more transparent with them. 

Finally, always be abreast of the most recent developments in the igaming sector. Because this is a fast-moving sector, it is imperative that you update your content regularly to remain current. Additionally, try to attend as many summits and conferences as you can. These occasions are crucial for gaining recognition in the field. 

They provide chances to make new and worthwhile contacts, pick the brains of prominent figures in the field, and keep ahead of developing trends. Attending these events and networking can lead to partnerships and collaborations that will greatly increase your visibility in the igaming industry.

What is the most important consideration for a gaming provider when it comes to building a strong collaboration with an affiliate, and can you give us some examples of this in practice?

In our role as affiliates working with game providers, mutual respect and benefits are the basis of a successful alliance. The important thing is to match our goals with those of the game providers. We put a lot of focus on open and honest communication to make sure that everyone is aware of the goals and expectations. 

Creating excellent content that is relevant to our audience is also a top focus for us. In order to preserve the confidence of our partners and audience, we also place a high priority on complying  with the law and ethical standards. Our strategy is focused on creating enduring, flexible connections that encourage mutual progress in this fast-paced sector.

A great example that illustrates our approach to affiliate partnerships is our recent collaboration with Onlyplay. In this partnership, we were provided with an extensive array of materials to craft an in-depth review. But we didn’t stop there. We went a step further by organising an engaging interview with the team at Onlyplay. This gave us the opportunity to offer our audience exclusive sneak peeks and behind-the-scenes insights.

This collaboration allowed us to create a rich variety of content, from detailed reviews to captivating interviews. It significantly enhanced our content’s value and appeal, leading to increased mentions and visibility online. This example showcases how thorough material preparation combined with creative content strategies like exclusive interviews can amplify the impact and reach of our collaborations in the gaming industry

What are the common mistakes that should be avoided when gaming providers are seeking to collaborate with a new affiliate partner?

When creating new affiliate relationships, gaming suppliers need to be aware of a few typical mistakes. First of all, it is a mistake to ignore content compatibility. Making sure an affiliate’s material resonates to our target demographic and is consistent with our brand is really important.

Being sluggish to react is a grave mistake. It’s critical to communicate on time. Affiliates should receive the needed materials and information from providers as soon as possible. This shows the provider’s dedication to a fruitful collaboration while also making it easier to provide timely, high-quality evaluations and reviews.

It is important to communicate expectations clearly. Goals, duties, and performance criteria must be clearly understood by both sides from the beginning. Giving affiliates insufficient assistance is another error. To effectively promote the brand, they require the appropriate resources and direction.

Finally, the partnership’s success may be hampered by a failure to adjust to criticism and changes in the business. The gaming industry is changing quickly, therefore being adaptable is essential to being successful and relevant.

And finally, what big changes do you predict will happen in the affiliate space over the next few years?

I predict a few significant shifts coming in the affiliate market. An important change will be the growing usage of AI support for affiliates. Not only will this technology improve the quantity but also the quality of the information we receive—especially in the event that account managers are absent for vacation or other reasons. 

AI can deliver real-time, precise data and insights, improving the effectiveness and efficiency of our job. The largest obstacle will be simply uploading all the data required and properly training AI.

I also see a change in favour of user-generated content (UGC). Authentic stories from everyday players—not just influencers or streamers—will be the foundation of affiliate marketing in the future. Actual experiences that regular people on social media share are becoming more and more valuable. 

Potential players are more impacted by their honesty, especially in light of the declining degree of trust that surrounds sponsored endorsements. Sincere narratives from actual users might be more believable and captivating.

Lastly, knowledge and instruction about safer gaming are areas that are becoming more and more important. It is imperative that providers and affiliates encourage responsible gambling. I see emerging trends to teach players about responsible gaming practices and offer resources for this kind of behaviour. The affiliate sector will benefit from increased sustainability and trust as a result of this dedication to safer gaming.