Data is the name of the game in the 21st century. Businesses from all sectors are moving away from guesswork and towards hard facts. The iGaming market is no different. Gambling review sites are less likely than ever to just make random guesses regarding what fans want.
Sebastian Jarosch is an expert on iGaming affiliates and founder of Mithrillium Media Ltd. As the winner of multiple awards, including EGR’s Best Affiliate Programme Award, Casinomeister’s Best Casino Group Award, and AskGamblers’ Best Partner Award, he speaks with iGaming Expert about how hard data outperforms guesswork.
iGaming Expert: What does it mean to take a “data-driven” approach to affiliate marketing, and how does it differ from traditional methods?
Sebastian Jarosch: We focus on analyzing data that helps us understand what our users are looking for. Traditionally, affiliates relied purely on experience, and there was a lot of trial and error when driving traffic. Today, affiliates can optimize funnels in real time based on engagement, conversion quality, and retention metrics.
iGX: Which data points are most valuable when analyzing player behavior and optimizing conversion funnels?
SJ: We want to understand the keywords players are using, which pages are popular, where players convert, and where they bounce. Beyond that, we are interested in metrics such as conversion rates, first deposits, RDC deposits, and lifetime value. Together, these reveal not just where traffic comes from, but how valuable it actually is.
iGX: Can you share an example where data insights directly improved your conversion rates or user engagement?
SJ: We rely heavily on data directly from Google Search Console, as it is the most accurate source. It helps us understand user intent and optimize pages accordingly to increase traffic volumes and conversion rates. Data from other SEO tools can also be useful, but it is often based on estimates rather than hard data.
iGX: How do you balance quantitative metrics like CTR or CPA with qualitative insights such as player trust or satisfaction?
SJ: Conversion rates and commissions show performance, but they don’t tell the whole story. We balance analytics with player feedback to get a complete picture. Trust and player satisfaction are harder to quantify, but they’re critical for business growth.
iGX: Are affiliates today investing more in analytics technology, and how does that change their role in the iGaming ecosystem?
SJ: There are plenty of advanced tools available for SEO, content, and analytics. Affiliates are increasingly investing in these tools to optimize the performance of their businesses. Players are satisfied when they find the information they’re looking for, and operators value affiliates who can combine scale with intelligence.
iGX: How do you ensure the accuracy and reliability of your data, especially when working across multiple operators and jurisdictions?
SJ: Some data sources are highly accurate on their own, but with certain tools, it’s important to cross-check the information against our internal analytics. Consistency in data validation is key to making reliable decisions.
iGX: What tools or platforms do you use for testing and optimization, A/B testing, heatmaps, behavioral tracking, etc.?
SJ: Search engines provide a lot of valuable information through tools like Search Console and Analytics. However, platforms such as Statsdrone, Semrush, and Ahrefs can add additional value by helping to understand performance and identify new opportunities for business growth. The goal is continuous optimization driven by real user behavior.
iGX: Do you think affiliates that prioritize data are better positioned to build long-term partnerships with operators? Why or why not?
SJ: Data-driven affiliates are more effective at improving performance KPIs such as clicks, CTR, and player value. This makes them more reliable partners and allows them to negotiate stronger terms. Sites like Casino Groups bring real value to the table, not just traffic volume.
iGX: How does a data-driven approach align with compliance and responsible marketing requirements in regulated markets?
SJ: Data helps ensure that messaging aligns with regulations by tracking engagement with safer gambling content. It also helps us create additional content to support problem gamblers or players seeking specific information about licensing and regulation.
iGX: Looking ahead, what role will AI and predictive analytics play in shaping the next generation of affiliate conversions?
SJ: AI will personalize user journeys at scale by predicting which offers, content, or games resonate with specific player types. It can also be extremely useful in analyzing large amounts of data to support affiliates in decision-making. Affiliates who embrace these tools will be able to deliver higher-value players and smarter insights to operators.
