Evoplay Rethinks Affiliate Marketing: Why 2025 Is All About Quality, Not Quantity

When you hear the name Evoplay, your mind probably goes straight to immersive slot games and standout graphics. But this year, the award-winning game developer is drawing attention for something else: a fresh and honest take on the state of affiliate marketing in iGaming.

In a recent piece published on their site, Evoplay laid out what’s working in 2025, what isn’t, and where they believe the affiliate channel is heading. And while many providers keep quiet about their partnerships, Evoplay is choosing to speak out — and spark a bigger conversation.

Here’s what they said, why it matters, and what affiliate marketers should take away from it.

Too much noise, not enough value

One of the key points in Evoplay’s message is that the iGaming affiliate channel has become overcrowded. With so many sites chasing clicks, the industry has ended up with a traffic-over-quality mindset. And that’s not sustainable.

Evoplay makes it clear: it’s no longer enough to just drive players to an operator. The real value lies in the type of player being brought in. Operators are now asking tougher questions about retention, spend, and compliance — not just raw numbers.

In simple terms: a player who registers and sticks around is worth far more than a hundred who sign up and vanish by the weekend.

Brands want partners, not just traffic

Evoplay’s take is refreshing because it puts the emphasis back on partnership. They argue that the best affiliate relationships today are not transactional — they’re strategic.

Operators want partners who care about brand alignment, not just short-term gains. That means understanding what the game provider offers, who their ideal player is, and how to build a narrative around that.

It also means moving beyond the old “bonus-hunting” model. Affiliates who focus only on deals and promo codes are missing out. The affiliates who are winning in 2025 are building communities, offering value, and helping players find games they genuinely enjoy.

Creativity is back on the table

Evoplay’s call for change also includes a plea for better content.

In the rush to publish reviews and comparisons, much of the affiliate content out there has become stale. Evoplay suggests there’s now a chance — and a need — for affiliates to stand out again.

That means sharper writing, more visual storytelling, and real editorial voice. It also means bringing in formats like video reviews, how-to guides, and interactive experiences.

In other words, the affiliates of tomorrow will look less like digital salespeople and more like media brands.

A warning on compliance

Evoplay doesn’t shy away from the compliance topic, either. With more countries introducing strict ad rules and transparency requirements, affiliates can’t afford to ignore local laws.

Evoplay’s view is simple: those who take compliance seriously will be the ones who stick around. Affiliates who try to “trick the system” — by promoting unlicensed brands, using misleading copy, or targeting restricted regions — are putting themselves and their partners at risk.

This is especially relevant in regulated markets like Ontario, Sweden, and the Netherlands, where authorities are quick to penalise both operators and affiliates for breaches.

A shift in mindset

Perhaps the most important part of Evoplay’s message is that success in affiliate marketing now requires a different mindset.

It’s no longer about trying to be everywhere. It’s about being in the right places — with the right partners — and building something sustainable.

For affiliates, that might mean scaling back. Picking fewer brands to promote. Creating deeper content for smaller audiences. And spending more time on relationship-building than on chasing the latest traffic spike.

For operators, it means investing in affiliate support — not just in tracking links and commission rates, but in content, data, and joint planning.

So, what does this mean for you?

If you’re an affiliate, Evoplay’s message is clear: stop thinking like an arbitrage trader, and start thinking like a publisher.

Ask yourself:

• Are you helping players discover games that actually suit them?
• Are you adding value to the operator’s brand, not just cashing in on it?
• Are you building long-term trust — with both partners and readers?

If the answer is yes, you’re likely already in a good position. If not, now’s the time to rethink.

Final thoughts

Evoplay’s decision to speak openly about the state of affiliate marketing is a welcome move. It brings clarity at a time when the industry is under pressure — from regulators, from changing player behaviour, and from its own internal churn.

Their message? Do better, or be left behind.

In 2025, affiliate success isn’t about how many players you can send in. It’s about how many of them stay. The affiliates who embrace that shift will be the ones that grow — and the ones that game providers like Evoplay want to keep working with.