The Eastern European Gaming Summit (EEGS) convened a pivotal webinar on May 13th, focusing on the evolving role of affiliates in the iGaming sector amidst rising compliance demands.
Balancing Compliance & Conversion: The Affiliate’s Role in Responsible Gaming featured Gjorgje Ristikj, Founder of Gamblers Connect and Co-Founder & CEO of RankRadar, as the keynote speaker.
The discussion took place amid increasing regulatory scrutiny and market saturation, underscoring the transformation of affiliates into critical components of the iGaming ecosystem.
Affiliates are no longer peripheral entities but have become integral digital media businesses, investing significantly in content, compliance, analytics and brand credibility.
Ristikj highlighted that modern affiliates are undertaking responsibilities traditionally held by internal marketing teams, including advanced SEO, audience segmentation and transparent responsible gaming communications. The shift reflects a broader industry trend where operators depend on affiliates not just for traffic acquisition but also for maintaining brand integrity, especially in competitive or newly regulated markets.
A key focus was the growing expectation for affiliates to promote safe gaming environments through their content and the brands they endorse.
Ristikj introduced a Responsible Gambling Scoring Index developed by Gamblers Connect, which evaluates operators on responsible gaming features and publicly displays the scores to inform players.
The session also addressed the operational pressures faced by affiliates, with Ristikj noting the necessity of fixed listing fees to support professional operations. As privacy regulations and attribution challenges affect traditional performance models, the cost of business continues to rise due to investments in content and platform development.
Video-driven strategies and personal branding emerged as important differentiators in a crowded field, with trust and transparency becoming essential for sustainable success.
Concluding the session, a clear message emerged: affiliates must embrace a new standard of accountability, embedding responsible gaming not just as a compliance requirement but as a core component of their brand experience.
The EEGS Affiliate Webinar is part of an ongoing initiative to provide valuable insights and enhance the strategic role of affiliates in the global iGaming industry.
For those who missed it live, the session is available on-demand HERE
