UAE Gambling Guide: Writing the affiliate playbook for expats

With a history degree and a master's in European studies under his belt, iGaming publishing might not look like the intuitive career choice for UAE Gambling Guide’s Ryan Davis (below), yet it’s a path he describes as “a good fit” and what he’s genuinely enjoying these days. 

An avid sports betting fan, Davis’ first brush with the industry came early in 2013 when he was recommended by a friend who worked for an operator. For most of the next decade, he worked in various content roles in other sectors, building his writing muscle, eventually re-entering the picture in 2021 as an SEO associate team lead for Leadstar Media. 

Now at Blue Ocean Affiliates, Davis’ role revolves around exploring emerging markets with his team. A main focus is the UAE, a country that has gained traction on many affiliates’ watch lists in recent years.

A burgeoning market

When the UAE set up the General Commercial Gaming Regulatory Authority (GCGRA) in 2023, Davis and his colleagues immediately clocked that something bigger was coming. The licence for Wynn’s integrated resort on Al Marjan Island, due to open in 2027, was the first major signal that the country wanted to compete for tourism on a new level, using a regulated casino as a unique draw.

To Davis, the rationale is clear. The UAE faces fierce tourism competition across the Gulf region and beyond. A casino resort could give the country an edge and place it at the forefront of entertainment.

“I think that, more broadly, you can see the move to open up the gambling market as part of the UAE’s wider diversification strategy to reduce its economic dependence on hydrocarbons,” he adds.

The pace is picking up online, too. Most recently, Play 971 – operated by an entity sharing the same address as the business behind The UAE Lottery – went live as the country’s first fully licensed iGaming site, offering sports betting and casino under its regulatory framework. Davis points to former GCGRA CEO Kevin Mullally’s call for the local industry to “create products that combine skill and chance with entertainment and social features in innovative ways” rather than “stifling innovation by enforcing strict limitations as the starting point for development”.

“Allowing regulated online gambling then seems like a natural step given the UAE’s strong international focus, large expat community, business-friendly reputation and position at the forefront of innovation in digital infrastructure,” Davis says.

Affiliate pioneer

The purpose of launching the UAE Gambling Guide, according to Davis, is to fill a gap by providing “an authoritative, ‘go-to’ online resource for anything and everything related to gambling” in the country, rather than just another “bonus toplist” site.

So far, the bulk of the site is in English, reflecting the country’s large expat population. Unlike other trending markets such as Brazil and parts of Africa, around 88% of UAE residents are non-nationals who are more likely to have prior exposure to regulated iGaming markets.

Given the culturally sensitive nature of gambling for the local Muslim population, Davis stresses that affiliates should take extra care, avoiding content that targets users who are not actively seeking it. Catering to user interest is central to localisation too. One of the biggest differences he observes in the UAE compared with other markets is “the relative interest in online sports betting versus casino games”.

“Obviously, there is a big difference in the search behaviour around online gambling in regions that do not have an established culture of legal, regulated gaming compared to countries that do, so our approach needs to reflect this too,” he says.

High player value

On the commercial side, Davis explains that operator work in the UAE and wider Middle East usually follows a mix of CPA, revenue share and hybrid models, though operators tend to lean toward CPA due to high player value.

“I’m sure there are several reasons for the high player value seen in the region, but ultimately, the Middle East is home to some of the world's largest oil-producing nations, resulting in a lot of high-wealth individuals. Whilst there may not be the same volume of bettors compared to other parts of the world, those that do choose to bet often like to spend big,” Davis says.

Looking ahead, he believes iGaming legalisation in the UAE now looks “more likely to be legalised than not”, given the momentum around the UAE Lottery, Wynn Al Marjan and now Play 971. His advice to affiliates eyeing the market is to understand user intent and track regulatory developments closely. The latter, he says, also means educating players early and building a more informed audience before any full launch.

“It’s important to understand the types of products that people enjoy and to identify the brands and providers they trust to deliver those experiences,” Davis notes. “The legal and regulatory framework is developing at a relatively fast pace, so staying on top of this is a primary consideration too, of course.”

As for upcoming plans, UAE Gambling Guide is still in its early stage. Davis says there’s nothing specific the team can share yet, but hints at “lots of different things behind the scenes” aimed at improving UX and overall site quality. He’s confident the brand will make a splash in the near future.