Evoplay Takes a Fresh Look at Affiliate Marketing in 2025

Evoplay, one of iGaming’s more innovation-led game developers, has taken a step beyond game launches this month to share their perspective on affiliate marketing in 2025. And while they’re not an affiliate network themselves, their position at the intersection of content, player engagement, and conversion gives them a clear view of what’s changing — and what’s not working anymore.

Their latest article, published on their official site, breaks down how affiliates, operators, and even game studios can collaborate better. The message is clear: the affiliate game isn’t just about clicks and traffic anymore – it’s about delivering real value, measurable outcomes, and trust.

Here’s what they’re seeing.

The affiliate “middle layer” is under pressure

Evoplay’s team calls out a growing problem in the iGaming ecosystem: the affiliate middle layer is bloated. Too many websites act as intermediaries between the player and the casino, offering generic reviews and out-of-date bonuses, while adding little value along the way.

According to Evoplay, affiliates who are still relying on decade-old tactics — like keyword stuffing, cloned reviews, or blanket top 10 lists — are seeing diminishing returns. Google’s algorithm is tougher, players are more cynical, and operators are trimming their affiliate rosters to focus on high-performing, compliant partners.

In short: the days of being a passive traffic broker are over.

Where affiliates are still winning

Evoplay’s piece doesn’t just criticise — it highlights where affiliates are still adding massive value in 2025:

1. Creator-led communities: The rise of influencer-style affiliates – Twitch streamers, YouTubers, and TikTok creators – is more than a trend. These personalities drive high intent and player loyalty, particularly among Gen Z audiences. Evoplay sees strong engagement from partners who blend personality with solid content, rather than hiding behind faceless domains.
2. Content-rich micro-sites: Sites that go deep into specific niches — like low-stakes roulette, crypto casinos, or mobile-only betting — are outperforming generalist portals. These sites offer comparison tools, tutorials, and transparent bonus explanations, which help players make informed choices.
3. Multilingual targeting: Evoplay has noted better results in campaigns that focus on underserved language markets. Affiliates producing high-quality content in Finnish, Portuguese, Thai, or Ukrainian are reaching players that global brands often overlook.
4. Real-time tracking and behavioural targeting: Affiliates using dynamic landing pages, personalised offers, and CRM-led follow-ups are seeing stronger conversion and retention — and operators are more likely to renew or upscale deals with these partners.

Collaboration over transaction

One of the most striking parts of Evoplay’s statement is their call for deeper collaboration between affiliates and suppliers.

They argue that affiliate success shouldn’t just be measured in first-time depositors or CPA payouts. Instead, operators and studios should work with affiliates on:

• Shared data pools: Instead of keeping behavioural data siloed, allow key affiliates to see anonymised trends on game popularity, playtime, and RTP performance. This can help them tailor their promotions better.
• Joint promotional campaigns: Instead of relying solely on welcome bonuses, studios and affiliates can co-launch campaigns — such as slot tournaments, streamer battles, or themed giveaways — that spotlight specific games and drive more engaged traffic.
• Early access and feedback loops: Give trusted affiliates early access to new games or features. This lets them test mechanics, prepare content, and offer feedback that could improve release performance.

This approach turns affiliates into partners — not just lead generators — and increases trust on both sides.

What it means for the wider affiliate space

Evoplay’s observations reflect a broader trend in the iGaming world: affiliate marketing is maturing. It’s no longer a side hustle or SEO hack — it’s a business model that demands creativity, compliance, and commercial awareness.

The affiliates who will thrive in 2025 are those who:

• Build a genuine audience
• Create unique, helpful content
• Understand data and user behaviour
• Adapt quickly to changes in tech, compliance, and player habits

Those who don’t evolve — especially those relying on expired tactics — risk being pushed out entirely.

Final thought

Evoplay’s commentary offers a timely reminder that affiliate marketing isn’t static. The channels are changing. The player expectations are shifting. And the value chain is being questioned.

But the opportunity is still there.

Affiliates who are willing to think more like creators, product marketers, or brand builders will find themselves on stronger footing — especially if they form closer ties with forward-thinking suppliers like Evoplay.

And for everyone else in the ecosystem, the message is simple: stop treating affiliates as an afterthought. They might just be your best bet for long-term growth.