Affiliate marketing grows up: Why technology, trust and transparency will define the sector’s next chapter

Affiliate marketing has long been one of iGaming’s most effective acquisition channels, but the industry’s priorities have evolved. However, rising acquisition costs, expanding regulation and rapid technological development are forcing operators to rethink how affiliate programmes are managed. At the same time, affiliates themselves demand greater transparency, faster reporting and more operational autonomy. For ReferOn, these changes signal a new era for affiliate marketing, one where operational excellence is becoming just as important as commercial performance. The affiliate sector enters a new phase Despite increasing complexity, Alex Bukin, CEO at ReferOn, believes the affiliate sector remains in strong health. “The sector is in good shape, but it’s undergoing a massive shift toward operational maturity,” Bukin explained. “The wild west days of iGaming affiliate marketing are officially behind us. “Today, health in this sector isn’t just measured by sheer traffic volume; it’s measured by efficiency, scalability and compliance.” That maturity is reflected in how operators are replacing fragmented workflows with intelligent automation and centralised reporting. Bulkin added: “The single biggest change I’ve seen is the industry-wide rejection of legacy workflows. “Operators and affiliates can no longer afford to waste hours wading through spreadsheet chaos or dealing with fragmented data across multiple markets. “There is a strong push toward intelligent automation, centralised reporting and tech stacks that give affiliate teams their time back so they can focus on what actually moves the needle: high-value relationships.” Affiliates become strategic growth partners Customer acquisition costs continue to rise across regulated markets, increasing the importance of performance-based marketing. According to Bukin, affiliate marketing has evolved from an additional acquisition channel into a strategic pillar of operator growth. “Affiliates have moved from being a supplementary traffic channel to the bedrock of programme growth,” he said. “When PPC, paid social and traditional media buying costs skyrocket in newly regulated jurisdictions, operators get hit hard on upfront acquisition costs. “Affiliate marketing provides a performance-driven hedge against that cash drain because it directly ties acquisition costs to actual player value.” That commercial reality has fundamentally changed operator-affiliate relationships. “As a result, operators are treating top affiliates as core strategic partners rather than vendors,” Bukin continued. “Operators rely heavily on affiliates to deliver hyper-localised, high-LTV traffic, which makes flexible, reliable tracking technology essential for both sides to structure sustainable, win-win deals.” Balancing compliance with growth As more regulated markets emerge, compliance has become one of affiliate marketing’s biggest operational challenges. Every jurisdiction introduces its own requirements around responsible gambling messaging, advertising, privacy and affiliate conduct. “The biggest hurdle is speed versus compliance,” Bukin noted. “It’s about staying agile in fast-moving markets.” For operators managing multiple brands and territories, technology has become key for maintaining oversight. He continued: “Operators need systems that make auditing and tracking compliant traffic seamless, while affiliates need transparent guidelines and reliable platform support. “Sustainable growth only happens when compliance is built directly into the workflow, rather than treated as an afterthought.” Automation changes everything For Vlad Bondarenko, Chief Product Officer at ReferOn, the industry’s biggest transformation has been technological. “The change is structural,” Bondarenko explained “Ten years ago a programme ran on a spreadsheet, a basic tracker and a monthly CSV export.” Today, server-to-server tracking, automated commission engines and real-time reporting have become standard expectations rather than premium functionality. Automation now handles tasks including onboarding, link generation, deal creation, payouts and invoicing. Bondarenko said: “Onboarding that took days happens in minutes. When partners see pending, approved and paid amounts in their own portal, discrepancy disputes drop sharply.” He believes these capabilities change the affiliate manager’s role. Bondarenko added: “The practical result is one manager running hundreds of partners and spending time on deals and strategy instead of reconciliation.” AI needs substance, not hype Artificial intelligence is expected to play a growing role in affiliate management, but Bondarenko believes practical applications will create the greatest value. “The near-term value is narrow and practical,” he explained. “AI is strongest at watching data no human can watch continuously. “The useful application is a system that spots the anomaly and gives context: a broken tracking link, conversions falling in one geo or a source’s quality drifting.” However, he warns operators against confusing AI features with genuine intelligence. He added: “Much of what gets marketed as AI is a chatbot bolted onto a legacy system. AI needs a foundation: clean, real-time data and reward logic a partner can trace to its source.” Technology enables relationships, but people build them While technology is transforming affiliate operations, David Harris, Chief Operating Officer at ReferOn, believes successful partnerships still rely on communication. “A successful partnership relies on clear and effective communication,” Harris said. “As the market evolves and changes, data points and demands also update.” Whether through integrated messaging systems or community channels, consistent communication builds trust between operators and affiliates. “Having clear, quick and effective communication breaks down barriers and develops a trusting relationship which can take you through potential delays or brand issues,” Harris explained. “But the trust must be earned.” Operationally, Harris also believes operators should avoid treating every regulated market identically. Harris stated: “It is highly encouraged that every jurisdiction has its own system, both on an operational and legal basis. “This allows easier handling of deals, brands and invoices without any bleed across. Depending on the technology this can create complexities, but with the right reporting tools it can be managed efficiently.” Looking towards 2027 Looking ahead, Bukin believes the industry’s most overlooked opportunity is partner autonomy. “While much of the industry remains focused on top-of-funnel acquisition tactics, the single most overlooked trend is the critical demand for partner-side operational autonomy,” he said. High-performing affiliates increasingly expect complete visibility over campaign performance alongside self-service tools that remove unnecessary administrative delays. “In fast-moving regulated markets, administrative friction is more than inconvenience; it’s an operational bottleneck that destroys campaign velocity.” Ultimately, Bukin believes success in 2027 will depend less on acquisition budgets and more on operational capability. “Success won’t be defined by who has the largest acquisition budget, but by operational architecture, the speed, transparency and technical flexibility of your affiliate ecosystem,” he concluded. Earlier in 2026, ReferOn announced the completion of a management buyout led by CEO, Alex Bukin, marking the beginning of a new chapter as an independently operated company.