At a time when iGaming affiliates can no longer hinge on Google alone, the importance of a multiplatform strategy has been elevated significantly. It is now clear that only the affiliates that adapt will survive in the modern marketplace.
We spoke to George Gerakanakis, Head of Affiliates at Campeon Gaming, to analyse the landscape further, as he revealed that diversification of social engagement is pivotal for survival in terms of the iGaming affiliate space.
iGaming Expert: What can affiliates do to effectively spread their content strategies across social media channels and avoid the pitfalls of depending on one specific platform?
George Gerakanakis: What we’ve seen with our affiliates, especially the ones who perform consistently, is that they don’t rely on just one social platform. In iGaming, things can change overnight. One day, everything’s running fine, and the next, your TikTok account is restricted or Facebook changes its policy. So the affiliates who really get it are the ones spreading their content across multiple channels and adjusting their message depending on where they’re posting.
A long-form review might work great on YouTube, but then they’ll break it down into shorter clips for TikTok or Instagram, or turn it into a quick Twitter thread. At the same time, the smart ones are building their own audiences, email lists, and Telegram groups, so they’re not at the mercy of algorithms. And the biggest difference we see? They track everything. It’s not just about traffic or likes, it’s about what actually converts. That’s where real growth comes from.
iGX: What dangers are posed by influencer collaborations? How can affiliates mitigate this risk?
GG: Influencer collaborations can definitely be powerful, but they also carry serious risks. One of the main issues we see is non-compliance. Many influencers aren’t fully aware of gambling regulations, especially in stricter markets, so they might unintentionally break the rules by promoting bonuses the wrong way, targeting underage users, or not including proper disclaimers. That can lead to penalties, bans, or even legal problems not just for them, but for the affiliate and operator too.
Another growing risk is incentive traffic. We’ve seen cases where influencers offer access to private VIP groups or ‘exclusive betting tips’ as a hook, in exchange for signing up through their affiliate links. While it might generate volume, it often brings in low-quality or bonus-hunting traffic. These users don’t have long-term value, and in the worst-case scenario, they can damage brand reputation and even affect an affiliate’s future earnings due to high churn or negative NGR. At the end of the day, quality beats quantity, and both affiliates and operators win when the traffic is sustainable.
iGC: How crucial is it that operators collaborate and communicate with influencer partners to ensure they align with company values?
It’s absolutely crucial. The industry’s reputation hinges a lot on trust and responsible promotion. Operators need to work closely with their influencer partners to make sure the messaging aligns with company values and regulatory standards. Without that clear communication, influencers might unknowingly share content that conflicts with compliance rules or the brand’s tone, which can lead to serious consequences, from fines to damage to the brand’s reputation.
The operators who invest time upfront, whether it’s sharing guidelines, providing approved scripts, or holding regular check-ins, see much better results.
iGX: What digital media strategies have you observed to be most effective for affiliates? How has this changed as regulations surrounding social media advertising have changed?
A few years ago, aggressive paid ads on platforms like Facebook and Google were common, but with tightening regulations around gambling content, especially in regulated markets, that’s become much harder to scale. Today, the affiliates who are thriving are the ones who’ve adapted. We’re seeing strong performance from affiliates who combine organic content strategies with compliant paid media.
For example, some are focusing heavily on SEO, building authority websites with quality reviews and long-tail keyword targeting. Others are doing well with social-first strategies on platforms like TikTok or Telegram, but they’re doing it smartly, using storytelling, educational content, or entertainment instead of hard-sell promotions.
There’s also been a rise in native advertising and influencer partnerships, but with much more care around messaging and audience targeting. The key difference now is that affiliates can’t just run volume; they need to be precise, localised, and fully aligned with compliance rules. In short, the shift has been from aggressive, broad-reach tactics to more strategic, content-driven approaches and the affiliates who understand that are the ones staying ahead.
iGX: How is the uncertainty surrounding TikTok’s status in the US impacting US-facing affiliates?
Yeah, the whole situation with TikTok in the US has definitely made things tricky for some affiliates. A lot of them were doing really well using short-form video to drive traffic. It’s been a great way to reach younger players in a more engaging, less aggressive way. But with all the uncertainty around whether the platform will be banned or restricted, some will pull back or start shifting their focus elsewhere.
The smart ones they’re already spreading their content across Instagram Reels, YouTube Shorts, even Telegram or their own websites. At the end of the day, the affiliates who rely too much on TikTok are definitely feeling exposed. But the ones who think long-term and diversify they’re in a much better position to keep growing, no matter what happens.
iGX: What emerging platforms or avenues for content do you believe will have a significant impact on affiliate marketing strategies in the next 12 months?
GG: There’s a lot happening right now, and I think over the next 12 months we’ll see affiliates leaning into a few emerging channels. Affiliates are starting to take YouTube Shorts more seriously, and we’ve seen some getting really good reach and engagement by repurposing content there. Telegram is another platform that’s picking up fast.
A lot of affiliates are using it to build private groups or channels where they share offers or tips with more engaged users. It feels a bit more personal, and they’re not dealing with the same kind of algorithm or ad policy headaches as on the bigger platforms. What’s also interesting is that some affiliates are experimenting with AI to scale their SEO strategies.
They’re using large language models to generate content for long-tail keywords or to build out review pages faster. It’s still early days, and of course it needs a human touch to make it really work, but it’s definitely opening up new opportunities, especially in competitive markets.
iGX: Can you tell us more about the importance of the SBC Summit and what you are looking forward to learning from the event?
SBC Summit is a key event for anyone in the iGaming space. It brings together such a wide range of people, from operators and affiliates to tech providers and regulators, so the conversations go well beyond networking. It’s a great place to exchange ideas, spot upcoming trends, and get a real feel for where the industry is heading. For me, it’s also a chance to reconnect in person with partners we usually only speak to online.
Those face-to-face conversations often lead to the most meaningful collaborations. This year, I’m especially looking forward to the panel I’m speaking on: ‘Diversifying Affiliate Strategies – Thriving Beyond Google.’ It’s a topic that’s very close to what we deal with day-to-day. How affiliates can reduce their dependency on traditional search and explore new channels like social, video, or programmatic. I think it’ll be a valuable discussion, both for affiliates and operators looking to future-proof their acquisition strategy. Beyond that, I’ll be focusing on sessions around performance marketing and player acquisition.
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