Gentoo Media Backs Smarter Affiliate Marketing

As the iGaming industry continues to mature, so too does its approach to affiliate marketing. One company embracing that change head-on is Gentoo Media, with its co-founder Floriana Fanelli making a strong case for strategic resource allocation over scattergun campaigns.

In an interview published this week on iGamingExpert, Fanelli set out a refreshingly clear view: affiliates don’t need to do more, they need to do better. And in 2025, that means being selective, focused, and deliberate about where you put your time, energy and investment.

Here’s what Gentoo Media is doing differently, and why it might be a playbook worth following.

From quantity to quality — again

For years, the affiliate model rewarded scale. More pages, more links, more reviews, more traffic. But the formula doesn’t work like it used to. Google is getting smarter, players are getting more sceptical, and operators are no longer paying top dollar for low-value leads.

Fanelli says that Gentoo’s focus now is on precision. Rather than try to rank for every possible keyword or target every vertical, the team picks its battles. That means identifying the most relevant audiences, aligning tightly with operator goals, and investing in content that serves a clear purpose.

“Every piece of content has to earn its place,” she explains. “If we can’t explain why we’re publishing something, we don’t publish it.”

Fewer brands, stronger partnerships

Another standout element of Gentoo’s strategy is their selective approach to operator relationships.

While some affiliates chase every new brand in the market, Gentoo prefers to go deep with a handful of trusted partners. This allows them to tailor their content, work on long-term retention strategies, and build a better understanding of what each partner really wants — and what their players need.

It’s also more efficient. With fewer accounts to manage, teams can spend more time analysing data, refining performance, and exploring new creative formats.

The result is better results for operators, and a smoother workflow for Gentoo.

Smarter use of tools and automation

Fanelli is quick to point out that being strategic doesn’t mean doing everything manually.

Gentoo makes smart use of SEO tools, automation platforms, and performance dashboards — but only where it supports their editorial goals. They’re not generating hundreds of AI articles or blasting out campaigns across every market. Instead, they use tech to free up time for analysis, testing and experimentation.

One example: their team recently trialled a modular content structure for slot reviews, where templates allow for faster publication while still allowing for human-written intros and genuine insight. The result is a balance between scale and quality — without the robotic feel.

Compliance as part of the content plan

Like many forward-thinking affiliates, Gentoo also integrates compliance into their publishing strategy — not as a bolt-on, but as part of the process.

In regulated markets, staying on the right side of the law isn’t just about operator risk — it’s about user trust. Players don’t want to be misled. And operators don’t want their brand associated with misinformation.

By involving compliance teams early, and setting clear standards for tone, layout, and terminology, Gentoo ensures that every page they produce is ready for long-term visibility — not just short-term wins.

It’s a smart move, and one that many affiliates still underestimate.

Audience comes first

What really stands out in Gentoo’s approach is their focus on the end user. Fanelli makes it clear: “We write for players, not Google.”

That means thinking about intent, not just keywords. It means structuring pages for readability on mobile. It means choosing which games to review based on demand and data, not just the latest press release.

It’s a player-first model, and it’s one that’s paying off — in rankings, in engagement, and in the kind of loyalty that’s hard to fake.

What other affiliates can learn

Gentoo Media’s strategy won’t work for everyone. But there are lessons here that apply across the board:

• Don’t chase everything — pick your priorities
• Focus on content that solves real problems
• Build partnerships, not just backlinks
• Use tools to support strategy, not replace it
• Think long-term when it comes to compliance and structure

In an industry that often rewards hustle, Gentoo is showing that thoughtfulness and planning still have a place.

Final thoughts

In 2025, the affiliate landscape is more demanding than ever. Operators want performance. Regulators want transparency. And users want value.

Gentoo Media’s approach shows that there’s a way to meet all three — without burning out your team or spreading your resources too thin.

Smaller can be smarter. And in the long run, strategy beats scale.