XLMedia Shifts Gears: Adapting Affiliate Strategy in an Unpredictable iGaming Market

XLMedia, one of the most recognisable names in the affiliate world, is making changes — and the rest of the industry should take note.

Faced with shifting market dynamics, tightening regulations, and rising expectations from both users and operators, the company is refining its approach to affiliate marketing in 2025. While it hasn’t abandoned its performance-first mindset, XLMedia is now focusing on smarter, more sustainable growth — and it’s a move that mirrors broader changes across the sector.

So what’s happening behind the scenes, and what does it mean for other affiliates in iGaming?

Here’s a closer look.

Why XLMedia is adapting now

Over the past few years, XLMedia has operated across multiple verticals, from finance and sports to casino and betting. But its iGaming arm — once the core of its business — has come under increasing pressure.

Markets that used to be free-for-all are now tightly regulated. Paid media costs have gone up. Compliance rules have made it harder to promote offers. And competition is fiercer than ever, with smaller affiliates using SEO, TikTok, and Telegram groups to eat into market share.

Rather than continue to push old tactics in a new environment, XLMedia is choosing to evolve.

According to updates shared in investor briefings and affiliate media coverage, the group is taking a closer look at what’s working — and letting go of what isn’t.

A sharper focus on quality over quantity

In the past, big affiliate groups were often rewarded for the size of their network: more sites, more traffic, more signups. But XLMedia is now shifting focus from breadth to depth.

That means:

• Prioritising fewer, higher-performing brands and campaigns
• Cutting underperforming assets or geos
• Investing more in UX, conversion optimisation, and retention

This isn’t just a cost-cutting move — it’s about improving ROI and reducing waste. Operators don’t just want leads anymore. They want engaged, loyal, valuable players. XLMedia is aiming to deliver exactly that.

Getting smarter about content

Another shift is in how the company creates and distributes content.

The days of mass-produced, SEO-optimised casino reviews are numbered. In their place, XLMedia is investing in editorial teams, video, and interactive formats. That includes in-depth betting previews, player guides, game walkthroughs, and mobile-first content tailored to local markets.

This is particularly important in regulated regions like the UK, Ontario, and Sweden — where advertising rules are strict, and players expect more transparency and trust.

By creating better content, XLMedia not only boosts rankings and engagement but builds longer-term brand equity in a market where user loyalty is rare.

Compliance as a competitive advantage

XLMedia’s pivot also reflects the reality of today’s compliance environment.

With more regulators keeping a close eye on affiliate activity — and operators being held accountable for their partners — staying compliant isn’t optional.

The company has introduced new internal processes to monitor messaging, landing page content, bonus language, and geotargeting. There’s also more collaboration with operators to align on what’s allowed — and what’s not.

This shift gives XLMedia an edge with Tier 1 brands who want safe, scalable, and reliable affiliate traffic — not risky workarounds or black-hat tactics.

Tech and data take centre stage

Performance marketing has always been driven by data, but XLMedia is doubling down on analytics and automation in 2025.

From A/B testing to predictive modelling, the group is using data to:

• Understand where and when users convert
• Optimise calls to action and site structure
• Allocate spend across campaigns and channels

In a world where margins are tighter, and media costs are rising, this kind of data-driven efficiency can mean the difference between a profitable campaign and a wasted one.

What this means for the wider industry

XLMedia’s strategy refresh is part of a wider trend in the affiliate space. The days of “spray and pray” traffic models are coming to an end. What’s replacing them is leaner, smarter, more accountable affiliate marketing — driven by content, compliance, and conversion quality.

Smaller affiliates would do well to follow suit. That doesn’t mean building a massive network — it means knowing your audience, working closely with operators, and focusing on the long-term value you bring.

Whether you’ve got 100,000 monthly visitors or 10,000 — the principles are the same.

Final thoughts

XLMedia’s pivot isn’t a sign of decline — it’s a sign of maturity.

By refining its strategy, the company is positioning itself for success in a more complex market. And in doing so, it’s setting an example for others: that being big isn’t enough anymore — but being smart still counts for everything.

For affiliates across iGaming, the message is clear: evolve, or get left behind.