Shifting tides: Operators are changing how they choose affiliates

Something has changed in the way operators speak to affiliates.

I’m not talking about a sudden shift, but rather a subtle evolution I’ve witnessed over the last couple of years while heading up Already Media.

There was a time when the first thing I would do each morning was log onto Skype (RIP) and scroll through dozens of messages from operators’ affiliate managers, practically begging us to promote their brands.

Many would present lucrative revenue share, CPA or hybrid deals before I’d even had a chance to respond.

Today, this is a lot less common. And not just because Skype is no longer with us.

Instead, I’m seeing a shift in dynamics. Now operators are less likely to simply ask an affiliate to promote them. In fact, they are asking an entirely new question altogether:

“Why should we partner with you?”

From side hustle to strategy

In the early days of online gaming, affiliates were the growth engine that operators didn’t yet know they needed. They filled gaps that internal marketing teams couldn’t cover, driving SEO traffic, localising content and reaching niche player communities in ways large companies simply couldn’t replicate.

Back then, affiliate marketing was treated almost like a side hustle. It was low-cost, high-reward and largely independent. Operators cared about volume, and they measured it in clicks, regs and FTDs.

As an affiliate, if you could deliver, there wasn’t really more to be said.

But as the industry matured, so did expectations. Regulations tightened, marketing budgets came under scrutiny and acquisition teams began to look beyond quantity to focus on quality.

Operators started building sophisticated CRM systems, cross-channel attribution tools and responsible gaming frameworks. Suddenly, affiliate traffic was being measured against the same metrics as any paid media channel.

What began as a casual partnership model has evolved into a strategic one, and that shift in mindset is driving an entire new conversation.

New rules of engagement

So, what does this conversation look like now?

For one, discussions that once began around headline commission rates now start with performance metrics, compliance records and data access.

Operators want to know not just how much traffic you can deliver, but how you deliver it. That means where it comes from, how it converts and whether it aligns with their regulatory expectations.

Reporting, too, has gone far beyond monthly spreadsheets. Operators are asking for deeper visibility, including data on player engagement, retention rates and real-time insights that allow them to optimise acquisition spend.

It isn’t uncommon these days for affiliates to have a greater understanding of a player than the operator they’ve sent them to. Affiliates who can’t provide that level of transparency are finding themselves quietly left out of partnership renewals.

The same goes for accountability. Operators are trimming their partner lists, focusing on a smaller circle of affiliates who consistently perform and communicate like strategic collaborators.

Deals are no longer established and forgotten about until an annual review. Both sides are expected to iterate, analyse and adjust together, often on a weekly basis.

Raising the bar

All this can feel like the bar has been raised.

Well, it has. And that's a good thing. It’s a sign our industry is maturing.

The affiliate channel is now being integrated more deeply into operators’ marketing strategies, rather than being considered a completely separate thing. And with that comes a new level of scrutiny and expectation, but also opportunity.

This shift rewards affiliates who invest in professionalism, build strong brands, create high-quality content and use data to understand player behaviour rather than chase short-term conversions. It encourages responsible promotion, clearer communication and mutual respect between partners.

For operators, it means cleaner traffic, more loyal players and a higher lifetime value per acquisition. The relationship becomes less transactional and more collaborative.

So, how do affiliates best adapt? I’d firstly say there needs to be a mindset change, even among the smaller affiliate businesses. Think long-term collab, not short-term campaign. Shift from hustle mode to strategy mode.

Professionalise your operation. Operators now expect the same level of reporting rigour from us that they apply internally. This includes documented marketing policies, transparent traffic sources and clear responsible gaming practices.

Invest in data and analytics. Affiliates need to be able to demonstrate player quality, retention and engagement with the same sophistication as a media agency. Real-time dashboards and attribution models aren’t luxuries anymore.

Communicate like a partner, not a supplier. The best affiliates are now providing feedback on player trends and campaign performance. We’re having ongoing conversations with our operators, with an understanding that we tackle challenges and share successes together.

And build trust through transparency. Operators can spot empty claims a mile away. As affiliates, we’ve often been suspicious of operators, but that’s no way to build meaningful partnerships. Let's take the lead on this one.

True partners

The operator–affiliate relationship has come a long way from the days of handshake deals and blind traffic. What we’re seeing now is the natural progression of a channel that’s proven its value and earned its place at the centre of acquisition strategy.

Affiliates who want to keep that seat at the table must continue to raise their game.

We absolutely must be data-driven, transparent, compliant and genuinely collaborative. Operators, for their part, need to view affiliates as strategic allies in delivering sustainable growth.

Because the truth is, this evolution benefits everyone. It weeds out shortcuts while rewarding consistency.

And it sets a higher bar for our entire industry. Now that’s a conversation worth having.