How iGaming affiliates are transforming player acquisition
Operators in the iGaming industry are becoming more concerned with long-term value and player quality than they are with generating traffic. According to Emil Breitkreuz, Director of Sales Optimisation at Game Lounge Ltd., this change is forcing affiliates to put persistent engagement ahead of widespread exposure.
In an exclusive interview with SiGMA World, Breitkreuz noted that affiliates who create region-specific, insightful content are now outperforming those relying solely on generic bonus listings or broad traffic. While traditional Cost Per Acquisition (CPA) models are rapidly disappearing, hybrid revenue-sharing agreements are becoming increasingly prevalent in order to better align incentives with long-term player value. Breitkreuz also highlighted how mobile-first platforms and personalised experiences are reshaping acquisition strategies.
Acquisition strategies with long-term player engagement
SiGMA World: Operators are increasingly saying they prefer 100 high-retention players over 1,000 casual visitors. How has this fundamental shift from traffic volume to player quality affected companies’ acquisition strategies, and what metrics do operators care about now?
Emil Breitkreuz, Director of Sales Optimisation at Game Lounge Ltd: Our strategy has always prioritised player quality over quantity, it’s simply better for both operators and lasting partnerships. We leverage in-house tracking tools that enable us to pinpoint exactly which brands and pages deliver the highest retention and lifetime value across our network. While this shift in operator focus hasn’t altered our core approach, we’ve noticed operators increasingly scrutinise analytics and eliminate lower-value traffic sources. Operators typically zero in on net revenue as the ultimate metric. We dive deeper average deposit is a key indicator, as it strongly correlates with a player’s long-term value and overall net revenue potential.
SiGMA World: When an operator says they want “value over bulk traffic,” what does that conversation look like? Are traditional CPA models breaking down, and how are revenue-sharing agreements evolving to reflect lifetime value rather than just first-time deposits?
Breitkreuz: That dialogue varies by market, brand, and partner. In many cases, our mutual understanding’s strengths foster long-term, trust-based revenue-sharing partnerships. Alternatively, when there’s uncertainty about traffic quality or reliability, we pivot toward a more conservative CPA based commission model, one that allows testing and protects us against potential underperformance.
“Today, the winners are those who integrate multimedia, focus on EEAT signals, and genuinely solve the user’s problem in as few clicks as possible.”
– Emil Breitkreuz, Director of Sales Optimisation at Game Lounge Ltd
SiGMA World: With mobile dominating traffic and users expecting personalised experiences, how are you adapting beyond static SEO content?
Breitkreuz: We’re expanding into video, livestreams, and social media to enhance EEAT (Experience, Expertise, Authority, and Trust) signals, while also shaping our brand presence and building credibility. Establishing trust is particularly challenging in regulated markets whether with users, platforms like Google or Meta, or the regulators themselves, but while the effort is demanding, it is very rewarding when executed well.
SiGMA World: What AI tools are improving player engagement? Which affiliates are leading in UX innovation, and who is falling behind?
Breitkreuz: We’ve trialled several AI tools aimed at enhancing player engagement, but most haven’t delivered the full impact we were seeking. That said, one provider has truly caught our attention, but it’s too early to disclose specifics. I’m quite impressed by Casino Guru’s UX innovations. Broadly speaking, though, the affiliate space still has a significant opportunity to elevate user interface and experience; most key casino affiliates remain below the potential achievable today.
(Source: Casino Guru News)
SiGMA World: Are Google’s algorithm changes and emerging platforms like Telegram Mini Apps shifting the player acquisition landscape?
Breitkreuz: Platforms like Telegram Mini Apps are gaining traction in the casino space, offering smooth player experiences, strong virality, and efficient onboarding. At the same time, many of these apps operate in a grey zone, and recent cases show how quickly bans and restrictions can be applied. The opportunity is real, but with regulation tightening, operators and affiliates need to move with awareness, testing carefully and staying aligned with compliance as the landscape evolves.
SiGMA World: Which parts of the traditional SEO model are you phasing out, and what’s working in 2025? Any examples of outdated strategies?
Breitkreuz: The old model of long-form, keyword-stuffed articles has really lost its edge. In 2025, it’s less about volume of content and more about precision. What works now is content created with a highly focused search intent, delivering precisely what the user is looking for in the most efficient format. That might be short, visual explainers, comparison tools, or interactive elements rather than endless text. Outdated strategies include chasing sheer word count, over-optimising for exact match keywords, or building backlinks from generic link farms. Today, the winners are those who integrate multimedia, focus on EEAT signals, and genuinely solve the user’s problem in as few clicks as possible.
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