GiG strengthens growth strategy with new hires across partnerships and sportsbook

Gaming Innovation Group (GiG) has announced the appointment of two senior industry professionals to lead its expansion efforts across affiliate partnerships and sportsbook services — a move that signals a clear focus on accelerating growth in 2025.

The hires come at a time when the iGaming sector is undergoing rapid transformation. Regulation is tightening, competition is increasing, and the race for high-quality traffic and sustainable revenue is more competitive than ever. For GiG, these additions reflect a doubling down on both acquisition and retention — and a recognition that affiliate performance and sportsbook innovation will play a central role in that.

Here’s why the new hires matter, what they signal about GiG’s evolving strategy, and what affiliate partners should be paying attention to.

Who’s joined and why it matters

GiG has brought in two well-respected names from within the iGaming space — one to head up its global partnership development, and the other to take charge of sportsbook product growth.

These aren’t just operational hires. They’re strategic. One brings a deep background in affiliate and commercial relationships, having previously led growth at a major affiliate network. The other has a product-first background, with experience scaling sportsbook offerings across both regulated and emerging markets.

Together, they reflect a move by GiG to focus not only on bringing in more traffic — but on making sure the product that traffic lands on is worth staying for.

A focus on partnership performance

Affiliates have always been a key part of GiG’s business model, but the landscape has shifted. Operators are no longer looking for pure volume — they want qualified, engaged players who convert and stay.

With its new partnerships lead, GiG seems keen to improve how it collaborates with affiliates — focusing more on long-term growth, data transparency, and shared goals. Expect a push toward:

• More tailored affiliate offers based on geo, product, and player value
• Tighter feedback loops between affiliate data and operator goals
• Greater investment in tools and dashboards that give partners real-time insights

This is good news for affiliates who want more than a link and a commission code. It suggests GiG is ready to build deeper, performance-focused relationships — and give partners the support they need to deliver.

Expanding sportsbook reach

On the sportsbook side, the new hire brings experience scaling offerings across both established and emerging territories — including Latin America and Eastern Europe.

For GiG, this is about more than just adding markets. It’s about building a sportsbook experience that feels local, responds to user behaviour, and offers the kind of features that can keep players engaged across multiple verticals.

Expect to see:

• More personalised sportsbook interfaces
• Tighter integration between sports betting and casino play
• Tools for affiliates to promote sportsbook offers more effectively
• New content partnerships around sports events and real-time odds

As more operators push into omnichannel engagement, the sportsbook becomes a key touchpoint — not just for acquisition, but for ongoing retention.

Why this matters for affiliates and media partners

For affiliate marketers, GiG’s renewed investment in partnerships should be seen as an invitation — and an opportunity.

In an industry that often feels transactional, GiG is signalling that it wants to collaborate. That could mean:

• Better tracking and attribution systems
• Exclusive promotions for top affiliates
• Support with localisation and compliance in complex markets
• Joint planning around major sports calendars or product launches

It also suggests a shift in mindset — from short-term campaigns to long-term affiliate alignment. For media partners, SEO publishers, and content-driven affiliates, that opens the door to more strategic discussions about content calendars, vertical expansion, and audience crossover.

Looking ahead

GiG’s new appointments come at a time when the iGaming sector is evolving fast. Operators are no longer just betting on who can drive the most traffic. They’re focused on user quality, compliance, cross-sell potential, and brand longevity.

By investing in leadership across partnerships and product — and linking those two functions more closely — GiG is positioning itself as a smarter, more flexible operator in a crowded space.

For affiliates, that’s a welcome signal. The best partnerships are built on shared growth, transparency, and trust. And if GiG continues to back that up with investment and infrastructure, it could be one of the brands worth betting on in 2025.

Final thoughts

New hires don’t always signal big change. But when they come with this much experience — and at a time when the market demands smarter strategy — they’re worth paying attention to.

For affiliate marketers, it’s a reminder that the best operator relationships aren’t just about commission rates. They’re about alignment, product quality, and a shared view of the future. GiG’s latest moves suggest they’re thinking about all three.