The Evolution of Affiliate Partnerships: From Click Arbitrage to Long-Term Brand Building

Sebastian Jarosch is an expert on the topic of affiliate partnerships. His numerous awards speak for themselves. His businesses have won the AskGamblers Awards for Best Partner and the EGR Awards on two separate occasions. But what has Mister Jarosch done to earn these awards?

Jarosch came to prominence when he founded Mithrillium Media Ltd. The expert’s goal has always been to steer the gambling industry into a more positive and user-friendly direction. That is why we believe he is the perfect candidate to answer some of our questions regarding the evolution of the industry, and its future.

Interview Questions:

How would you describe the early days of affiliate marketing in iGaming compared to today’s more structured partnerships?

The early days of casino affiliate marketing could be considered the Wild West, with little regulation and few restrictions on traffic sources. Relationships with operators were often based on a handshake, with little focus on compliance or long-term value. Today, affiliate partnerships are far more professional, with dedicated teams, compliance processes, and a focus on sustainable growth.

What drove the industry shift away from pure click arbitrage and short-term traffic models?

Stricter regulation, rising acquisition costs, and tougher competition have made short-term traffic models less effective. Operators have shifted to higher-quality traffic and sustainable player value instead of quick spikes. Affiliates are now pushed to focus on high-value niches and long-term player retention.

How have operator expectations of affiliates changed over the past few years?

Operators now expect affiliates to act as trusted partners rather than just traffic sources. They want affiliates to demonstrate compliance, deliver qualified players, and contribute to brand reputation. Affiliates are increasingly managed by professional teams to ensure that partnerships are aligned with business goals and contribute in a meaningful way.

Do you think affiliates are now being seen more as brand ambassadors or strategic partners rather than just acquisition channels?

Affiliates can do a lot for operators in terms of branding by providing continuous exposure on high-traffic pages. This strategic role goes well beyond simple acquisition. When affiliates are aligned with their partners, they can deliver the brand’s messaging directly to their audience.

What role does trust and compliance play in building long-term affiliate–operator relationships?

Trust and compliance are the foundation of sustainable partnerships. Affiliates who cut corners may win short-term deals but risk regulatory issues and reputational damage. Long-term relationships depend on transparency, integrity, and a shared responsibility for safer gambling.

How do revenue share models versus CPA deals impact the ability to foster long-term partnerships?

Revenue-share models are often favored by operators because they reduce the risk of paying for unprofitable players. However, operators that have invested in their brands often prefer CPA, as they are able to retain players much longer than smaller casinos. Many affiliates now opt for hybrid models that balance upfront costs with ongoing value.

Can you share an example where a strong affiliate–operator collaboration created measurable, long-term value for both sides?

Partnerships should be built around long-term exposure on prominent pages with trusted operators. These collaborations improve player retention and boost lifetime value. By aligning on brand values, both sides benefit from stronger performance over time.

What pitfalls should affiliates avoid if they want to move beyond short-term traffic chasing?

Websites like Casino Groups aim for traffic quality instead of high volumes of low-value players. Spammy tactics may generate clicks but undermine trust with both players and operators. Affiliates should instead focus on transparency, content quality, and player-first strategies.

Do you see consolidation in the affiliate space helping or hurting the quality of partnerships with operators?

Consolidation in the affiliate space can help smaller sites scale their business with advanced technology, better processes, and professional teams, which can strengthen partnerships and boost performance. However, consolidation can sometimes also reduce the quality of sites and lead to a decline in traffic. The healthiest market will balance large networks with smaller affiliates that dominate specialized niches.

Looking ahead, how do you see affiliate partnerships evolving over the next five years in terms of depth, collaboration, and shared growth?

Partnerships will become more data-driven, transparent, and collaborative. Operators and affiliates will share insights to optimize acquisition and retention together. The affiliates that thrive will be those who act as long-term brand partners rather than short-term marketers.