Affiliate Industry
How to Launch Your Affiliate Program for Any Niche in Just 2 Hours?

Whether you’re creating an affiliate program from scratch or planning to migrate from another platform, now you can do it in just a few hours with Alanbase. These processes have never been easier and faster!
Why is that? We have ready presets for iGaming, media buying teams, e-commerce, and many other niches for both Web and Mobile. We guarantee complete customization: all metrics, dashboards, and statistics can be 100% tailored to your needs. Below, we’ll explain the phenomenon of the builder because that’s what sets us apart and makes us one of the fastest and most affordable solutions on the market. We’ll also talk about our most interesting features, such as cohort analysis, tech support, statistics, and more. Speaking of statistics: some arbitrage teams use Alanbase as a tracker and say it’s more convenient than commonly used tools. For example, each media buyer has their own dashboard where they see their statistics and takes their links to drive traffic.
Moreover, Alanbase is a platform created by industry professionals in arbitrage and casinos for similar professionals. In other words, the platform was developed by arbitrators like you, and that’s why we’ve taken care of all the details for convenient work.
So, are these details really important or not?
Goal Splitting
There is a problem where many systems cannot separate the customer’s journey into goals and only show the fact of them completing the final target action. In Alanbase, you can see the customer’s journey through various intermediate goals and use it in statistics.
- Conversion creation at the moment of the target action, not click
When using some systems and trackers, due to the absence of the concept of “Goal,” different target actions can be one conversion. Thus, Registration and Deposit can be one conversion, which will only change the status depending on what it is. Therefore, it will be impossible to count the number of Registrations and Deposits separately to calculate conversion. But with Alanbase, you will always see up-to-date data on the actual day of the target action in a convenient and readable format.
- Working with Different Currencies with Real-Time Conversion
Often, all user actions in a product are carried out in a local currency, and it is necessary to see statistics in the original currency, but payments can be in USD. In Alanbase, we allow you to send all actions in the original currency and make payments in the currency that suits you. Exchange rates are always up-to-date and correspond to the ECB rate.
- Setting a time window for when conversions will be paid to the webmaster
Imagine that a user registered and did not perform a paid target action immediately, but only on the 97th day after registration. Is it necessary to pay such a lead to a partner, as it is most likely the achievement of your Email marketing and customer retention department? Alanbase allows you to set a time window for paying conversions.
Many features may not seem essential when starting with any platform. But that’s exactly what you pay attention to later! And we made sure that our users don’t encounter difficulties both at the beginning and over time.
If you don’t believe it, write to our product manager on Telegram, and he will show you all the customization features in action. Or, sign up for a demo call; we’ve specifically allocated a few slots for this.
Your Affiliate Program or SaaS solution?
What’s wrong with developing your affiliate program from scratch? At first glance, the solution seems tempting. In reality, however, dozens of developers, months, or even years of work, and sums in tens of thousands of dollars stand behind your affiliate program. As a result: it’s a quite labor-intensive process that hides many pitfalls and requires experience in the niche. Design mistakes at the start of development can lead to consequences that will only be visible months into development when there is no turning back, and it turns out that time and funds were directed in the wrong direction.
Using SaaS solutions saves not only money and time but is also the most attractive and intuitive way to create your affiliate program and manage affiliate campaigns. The question is, which SaaS company to choose? Every SaaS company calls itself the most stable, intuitive, fast, flexible, scalable, and other epithets until marketers run out of imagination. And here you are, reading reviews, looking for honest feedback, asking colleagues and acquaintances, but all this won’t help until you know it in practice.
In practice, you can encounter the following situations: either the functionality is too complex, and a very good specialist is needed for training, or the opposite situation—there is little functionality and it is insufficient. There are systems that seem to fit all criteria, but when you start working with them, another pitfall emerges: unstable operation.
Many of our clients switched to us from other platforms, and we ask them, “What was missing from others?” Here are the answers we received:
- Technical support that always responds and is ready to help promptly.
- Flexibility and adaptability of the system to the needs of the business.
- Flexible real-time statistics, considering specialized tools for iGaming.
- Integration assistance.
- Speed and responsiveness of the interface.
- System stability.
- The ability to influence the functionality that is being implemented in the product.
So, is there an option that can encompass all the advantages of systems and be free from the drawbacks inherent in other systems? Yes, and that’s Alanbase—a universal SaaS solution for building affiliate programs, which, thanks to its adaptability and builder functionality, is suitable for almost any business direction, whether it’s E-commerce, mobile games, or products in the iGaming industry.
Constructor, you say?
If you take a closer look at our logo, you can notice the image of a parrot, and it’s not just a coincidence! A parrot is an intelligent bird capable of performing complex tricks, understanding the essence of certain mechanisms, adapting to conditions, having high intelligence, and the ability to learn. Just like us: always trainable and customizable, a constructor that constantly adapts to its clients.
To better understand our customization capabilities, we will provide a few examples that have already been implemented based on our system. Studying them, remember: all events are freely customizable, and you can always add them to the systems for tracking and use them as paid events. All you need to do is be able to inform us of the fact of this event on your S2S postback.
Need a real-time system for gambling? We can track all indicators:
- Registration,
- First Deposit,
- Repeat deposit,
- Withdrawal,
- Bet,
- Bet Calculation,
- Casino spin,
- Spin calculation,
- Balances activation and wager requirements.
- Many other arbitrary events are also supported.
Need a solution to track the economy of a product using a subscription model and one-time payments, like an online school? We can easily track all indicators:
- Registration,
- Trial activation,
- First sale,
- Repeat sale,
- One-time purchases,
- Refunds, and many other additional arbitrary events.
A solution for publishers of mobile games? Absolutely! We can track:
- Registration,
- Game start,
- Training completion,
- Achievement of any level,
- Activity after 3 days, after 7 days,
- In-game purchases, and their amounts.
- Many other additional arbitrary events are supported.
As you can see from the examples above, we can adapt to any niche and provide you with the solution you need. But adaptability to different niches is far from all that makes Alanbase a constructor.
What else?
- At Alanbase, it is unique and unparalleled. Calculations are based on information sent to us by advertisers and parameters calculated by Alanbase itself. For example:
- average daily check for a referred user,
- total payment amount per day,
- conversion from any target action to almost all available marketing metrics,
- daily EPC,
- daily ARPU,
- CR,
- average check per acquired user,
- user lifetime,
- and much more, limited only by your business requirements.
The ability to output the calculation of any indicators that can be calculated and grouped in any way—that’s us. Metrics in the statistics columns are calculated using arbitrary formulas limited only by your business tasks.
Smart Goals.
In Alanbase, you define the events you want to send to the system. Accordingly, you track the user actions on the product that interest you. With Alanbase, you can calculate more complex metrics. To explain with an example: You have an online English language school. Your users register, go through the training course, and either purchase full access or subscribe. There are also opportunities for one-time purchases of various add-ons. For such a school, we can offer tracking absolutely all target actions on the product: registration, completion of each lesson, tracking of each payment, tracking of payment refunds, the number of users who made 5, 10, 15, etc., payments during the entire lifecycle, and much more. You provide us with all the information on all system users, and we calculate on our side both basic metrics (1st lesson) and more complex ones, such as the number of users who made purchases totaling more than 100 USD.
Payments.
We have no pre-installed methods for any payment systems for partners to request payouts. You will work with the payment methods practiced in your company and will have no restrictions. What other advantages does Alanbase offer? Above, we delved a bit into statistics and explained the phenomenon of the constructor. Let’s look at the features of Alanbase functionality and discuss what sets us apart.
Cohort Analysis:
Few have it ready-made. Yet, it is an exceptionally useful feature that allows you to assess the activity of users attracted to your products by your partners. It helps evaluate their profitability and allows adjustments to the economic model of interaction with your partners. It is as customizable as our statistics. By using the same logic, you can define arbitrary formulas based on parameters calculated by Alanbase and those sent by advertisers. For example, you can track activity based on any arbitrary indicators such as payment amount, quantity, conversion from one payment to another, hitting certain KPIs, etc., grouped by weeks. This allows you to see how each cohort of product users manifests activity every week.
Role Management:
Our role system allows flexible management of employee access. We don’t just limit access to sections of the system; we differentiate rights for specific actions. For example, you can create roles for a technical integrator who won’t have access to statistics or for a finance employee who will only deal with payouts. The role management system also allows managers to have access only to their assigned partners. Managers will see statistics, working conditions, and data directly for the partners they are assigned to, rather than all registered in the system.
Technical Support:
Yes, we are confident that a separate paragraph is needed here. After all, what could be easier than diving into a partner program specifically tailored for you and navigating freely? However, despite our interface being straightforward for our clients and having reference materials available, any system will have peculiarities that may not be immediately clear, requiring assistance in such cases. Our support responds quickly within a day, helping not only with the system’s functionality but also with solving complex partner cases. Our support specialists assist with onboarding and training staff to work with the system, help with integration model and initial setup, understand your traffic flow, advise on the best use of the platform, assist with integrating trackers and applications into Alanbase, as well as third-party solutions like AppsFlyer, work on and assist with migration from the current service to Alanbase, and help configure statistics and the system to meet your needs and business requirements.
Here are just a few questions our support specialists help with:
- Onboarding and training staff to work with the system
- Assisting with the integration model and initial setup, considering the specifics of your business
- Understanding your traffic flow and advising on how best to use the platform
- Assisting with the integration of trackers and applications into Alanbase, as well as third-party solutions like AppsFlyer
- Working on and assisting with migration from the current service to Alanbase
- Helping configure statistics and the system to meet your needs and business requirements
In Alanbase, Support is our clients’ friend!
Non-stop Optimization:
We are constantly improving and refining both the server and client parts of our service. Work is ongoing to improve the speed and stability of services. Continuous efforts are made to improve the intuitiveness of client dashboards by studying the use cases of our current clients. Only modern management and development methodologies, the fastest technologies, and solutions are used in our service. For example, we recently increased the RPS of the redirector by optimizing the code. This increased the link redirection speed tenfold and increased our throughput.
We also develop according to client requests: collecting feedback on existing functionality and new features that need to be developed to meet their needs. Some of the latest improvements include implementing invoice auto-generation for potential clients and an anti-fraud system for another active client.
Who is already with us?
The 4rabet team – is a large company operating in the iGaming market in India. The team needed to migrate from a custom system using third-party services to a new platform that would provide unified accumulation of all data without using external services and allow quick configuration of player qualifications for payment. Alanbase was proposed for the team.
The product underwent a one-time integration, and currently, only the internal Alanbase tool called “Smart Goals” is used to create dynamic working conditions with partners (Min. deposits, Baselines, User activity), without requiring intervention from the product. In addition to the standard referral link for user acquisition, Promo Codes were connected, actively used by partners to attract traffic, and, most importantly, actions of users registered via promo codes can also be seen within the statistics and reported to external systems for advertising campaign optimization.
Inside Alanbase, the unique functionality of building customizable statistics and customizable cohort analysis, unparalleled in the market, is actively used. This functionality allows calculating all required product indicators (e.g., Average Check, ROI).
SeriousPartners is a well-known program operating in the mobile subscription sphere. The team needed a platform to launch a second affiliate program in the iGaming industry, with an easy-to-use interface and event tracking categorization, providing the ability to request partner payouts to various payment systems. Several SaaS solutions were considered, and the choice was made in favor of Alanbase.
- The service was provided to the team;
- assistance was given in client setup;
- the integration model with problematic advertisers was worked out;
- a series of operational system improvements were made upon the client’s request;
- operational support is provided at all stages of operation.
The AffGods team – is one of the most experienced and large teams in influencer traffic in the affiliate market. The owner of the arbitrage team, Bogdan, approached us with a request to customize the solution for their goals and tasks. The team needed to find a replacement for the Keitaro tracker, as working with the tracker was accompanied by inconveniences: buyers did not have separate links, statistics were consolidated in one account, and all statistics were strictly divided by sub_id tags. Keitaro also lacked goal separation; for example, Registration and First Deposit were considered a single conversion. We helped integrate all offers the team works with. Essentially, we set up a system where we receive all available information from the advertiser, and the team sees all statistics exactly as on the product. This allows analyzing traffic quality independently, without waiting for uploads from the advertiser. Each media buyer also got their own personal dashboard where they could see their statistics and independently take links to drive traffic. At the client’s request, functionality was added to allow media buyers to have multiple administrative roles. In the future, expense input will be implemented, allowing for daily ROI calculations.
How to get started?
Right now, you can view the platform demo and test it for free for 14 days. You can also ask questions to our product to understand how Alanbase will work in your case. We support clients at all stages, from application to deployment, and provide support throughout the entire period of working with us. After the initial introduction and the decision to start cooperation, we quickly set up a separate client for you. If necessary, we work out the integration model and provide recommendations on which events to track and what we can see in the statistics. If you are already working on a solution and considering moving to Alanbase, we can transfer and import all your current data into the system – partner base, statistics, offers, deals, and much more. Next, we conduct onboarding and train your employees to use the system, help with mastering it, and answer all questions.
How to Launch Your Affiliate Program for Any Niche in Just 2 Hours?
Affiliate Industry
Casino Kings Celebrates Double Nomination at the AffPapa iGaming Awards 2025

Casino Kings, a top UK online casino and sportsbook, is proud to announce its nomination for two coveted categories at the AffPapa iGaming Awards 2025: Casino Operator of the Year and Bonus Offer of the Year. These nominations recognise Casino Kings’ ongoing excellence in delivering market-leading casino gameplay, innovative sports betting experiences, and outstanding promotional offers to its growing community of players.
AffPapa iGaming Awards – Recognising the Best in the Business
Now in its third edition, the AffPapa iGaming Awards celebrate top-tier performance across the online gambling industry, bringing together affiliates, operators, and B2B providers from around the globe. Organised by AffPapa, a leading affiliate network and iGaming directory, the awards highlight excellence in areas such as innovation, player satisfaction, partnership success, and marketing creativity.
. Winners will be officially announced at the much-anticipated awards ceremony on May 28, 2025.
Casino Kings: Where Rewards Reign Supreme
Built on a player-first philosophy, Casino Kings has quickly become a favourite among UK players. And this year’s bonus nomination came from some of its most exciting current offers:
- Bet £10, Get £35 in Free Bets – A must-try for sports fans.
- 150% Welcome Bonus up to £150 + 75 Free Spins on Big Bass Bonanza – One of the most generous welcome packages in the UK market.
- Deposit £10, Get £20 + 50 Free Spins – Perfect for new and returning players.
On top of these, players can always expect something new thanks to a steady stream of daily, weekly, and seasonal promotions. Whether it’s cashback on losses or VIP perks like exclusive bonuses and dedicated support, Casino Kings keeps loyalty at the heart of everything it does.
Committed to Excellence in Online Gaming
Fully licensed in the UK and loudly committed to responsible gambling, Casino Kings offers a secure, intuitive platform for casino and sports fans alike. With top providers like NetEnt, Pragmatic Play, and Evolution onboard, the game selection is second to none, whether you’re playing on desktop, mobile, or tablet.
“We’re incredibly honoured to be recognised by AffPapa this year,” said Daniel Shannon from Casino Kings. “These nominations are a testament to the hard work our team puts in every day to deliver an exceptional experience for our players. We’re super excited to be in the running, and grateful to our loyal community for their continued support.”
Affiliate Industry
What a Mature Market Means for US Affiliates

When the US Supreme Court struck down the Professional and Amateur Sports Protection Act of 1992 (PASPA) in 2018, it opened the floodgates to sports betting in the US. From the middle of 2018 to now, states with some form of legal sports betting went from the four states ‘grandfathered’ by PASPA to 39 states and Washington, D.C. allowing betting. That’s 36 jurisdictions legalizing in eight years.
Soon after the annulment of PAAPA, market activity exploded with several states legalizing and launching every year thereafter. Each state had millions of new customers that operators wanted to reach quickly, and unique regulatory constraints around marketing and betting. That’s where affiliate marketing stepped in, providing local expertise to help these operators rapidly establish a foothold with customers.
That gold rush has now ended. While states with significant populations like Texas and California remain without legal sports betting, the majority of players in the US have access to it. Several states won’t be legalizing sports betting every year like in the past.
If operators no longer rely on affiliates to help them conquer several new markets every year, what roles do these large, third-party marketing companies have to play moving forward? As the market matures, we’re seeing that affiliate marketing has a crucial role to play in the current marketing climate.
What the Mature Market Looks Like
Aside from the lurking possibility of states with huge populations like California and Texas legalizing sports betting, the market is broadly set. Many states that haven’t introduced betting are unlikely to change that position due to the political climate, like in Utah and Alaska.
Sports betting has never been more popular, with total GGR for sports betting hitting $13.71 billion in 2024, according to the American Gaming Association. That was a 25.4% increase year-on-year. However, sports betting has also never been more competitive. Most US states have intense competition between operators competing in saturated ecosystems.
There’s evidence this is impacting affiliate companies, with Catena Media generating 35% less from US operations in 2024 compared to 2023. Another significant operator in US affiliate marketing, Better Collective, saw US revenues drop from $113 million in FY2023 to $112 million in FY2024.
However, this doesn’t spell the end of affiliate marketing. Without the potential to expand into new states, operators are looking to strengthen and grow market share in the states where sportsbooks are already operational and companies have already conducted marketing campaigns with affiliates.
Companies that have quickly grasped this new approach have shown positive signs. Gambling.com Group reported record Q4 revenues in 2024 and finished with full-year revenue of $127.1 million, a 17% rise from the year prior.
It’s made affiliates effectively take a u-turn to recover all the ground they covered so rapidly with the expansion of the market. For example, the first online sportsbooks launched in Michigan in January 2021, so there was a flurry of marketing activity in the state before that attention moved to other states that launched in the same year, like Arizona in September. Now, affiliates are returning to states like Michigan with new approaches.
Trust and Authority and Blitz Tactics
What do these new marketing approaches entail? Rather than acquiring as many users as possible in a short time, affiliates are now focused on increasing brand loyalty. Affiliates want to increase customer lifetime value (CLV), and are more aware of this metric than the base number of how many new users are added.
That’s led to more personalized advertising campaigns with features like exclusive offers, user engagement tools, and more to keep the focus on retaining players rather than adding more and more customers. Brands are looking to build authority and trust with customers.
Adding a few customers with high CLV is priceless for operators compared to hundreds of customers who will drop off quickly. Affiliate marketing supports these platforms with tailored campaigns using specific state knowledge and personalized customer retention measures.
More Sophisticated Customers
When sports betting first started spreading across the US, most people probably confused parlay bets with the French word parley used in popular movie franchises like Pirates of the Caribbean. That was the average American bettor’s education level on the topic.
So, early affiliate marketing efforts focused on introducing common sports betting terminology to customers while explaining the benefits of sports betting brands. Guides would explain how to sign up with a sportsbook and the difference between a moneyline and a point spread. That easy access to sports betting information made it more straightforward for a broader audience to get involved.
It’s a different market eight years on. Most bettors are far more educated than before and don’t need to be babyfed the basics. If an operator wants to appeal to bettors, it must do more than just offer betting.
That’s why affiliate marketing has shifted to a more detailed and data-driven approach. Rather than explaining how American odds work, affiliate marketing campaigns now compare the value of odds between operators and highlight the best value.
Unique betting features are more important to marketing campaigns as these can help attract bettors with accounts at other sportsbooks to sign up with a new platform.
This is where affiliate marketing can help operators in mature markets, as these campaigns can highlight those strengths against other brands and make each platform’s unique proposition clear to savvy bettors.
Broadening Audience Demographics
Considering odds regularly appear on major league broadcasts and are discussed by commentary staff for games, it’s clear that betting is becoming increasingly mainstream. As sportsbooks look to consolidate and compete in competitive markets, reaching new demographics is a valuable marketing tool.
While bettors in the US are more educated now, operators are looking to attract more than just players willing to learn all the jargon. New marketing strategies must make betting relatable and appealing to various ages and demographics.
The campaign to capture the attention of bettors in their 20s should look very different from one for older players, and the best affiliate marketers are helping operators tailor these campaigns to hit specific demographics.
Affiliates’ Role as Strategic Partners to Operators
The relationship between affiliates and operators has shifted as the operators need affiliate marketing companies to deliver different marketing services. Many operators see affiliates as strategic partners rather than just sources of traffic.
These new data-driven dynamics will let affiliates play a wider role in operators’ marketing schemes, providing data integration like live stats, API odds feeds, and more. Additionally, affiliates use years of knowledge and expertise to help these platforms run campaigns through different media sources, including mobile.
Affiliates also play a helpful role in compliance and responsible gambling. Each state has its own requirements, and while no new markets are opening, states that already permit betting can shift rules around what’s available. Scrutiny from regulators is also increasing. Therefore, affiliate marketing can provide operators with tailored campaigns that take a state-by-state approach.
Conclusion
Affiliate priorities have shifted, moving into 2025 and beyond. The gold rush is over, and the market is consolidating. Affiliates need to expand their services to keep up with the evolving demands of sports betting operators, focusing on longer-term customer acquisitions rather than adding masses of low-value players.
Successful affiliate sites will be the platforms that adapt to the new mature market the fastest and with the most effective strategies. Affiliates are no longer just tools that operators use to attract broad traffic. These companies must provide ongoing data and personalized marketing strategies to provide the best support to operators.
Author: Shmulik Segal, Founder and CEO of Media Troopers
Affiliate Industry
Affiliates in the US Sports Betting Market – Has The Game Gone Cold?

A lot has changed since the US Supreme Court struck down PASPA (The Professional and Amateur Sports Protection Act of 1992) as being unconstitutional, effectively ending Nevada’s near-monopoly on sports betting in the country. With every US state now free to legalize and launch its own sports betting market, in-person, online, and mobile sports betting grew at a neck-breaking pace.
This explosive growth saw the emergence of ‘affiliate companies’ – marketing agencies specializing in performance marketing and promoting licensed sports betting operators. However, as the market entered a new phase and growth slowed, some affiliates have been seeing mixed results in the past year.
We sat down for a chat with Shmulik Segal, Founder and CEO of Media Troopers, an advertising agency specializing in sports betting and iGaming in North America, to hear his views on the gambling marketplace and what the future holds for affiliates. Segal takes a realistic approach and acknowledges the days of insatiable growth are gone, but he still sees great potential in the market.
Looking at the bigger picture, how bad were things for affiliates in the past year?
Segal: “I won’t tell you the past year hasn’t been challenging for marketing agencies like ourselves. Looking at 2024 earning reports of publicly traded marketing agencies in the gambling industry, the results are a mixed bag, Segal says. “While some of the largest players in the space saw their US revenues drop by over a third compared to 2023, the earnings of others just flatlined.”
What causes you to be optimistic then?
“But on the flip side of the coin, there were also companies that saw double-digit growth in earnings,” Segal compares. “So what does that mixed bag of results tell us? Although the days of explosive growth are over, the market is certainly not on a one-way street. I still see tons of opportunities for companies that are adjusting and doing the right things.”
So what are the main challenges the affiliate market is facing?
“I can divide the challenges into two main categories: objective and subjective. Objective categories would be anything that’s ‘man-made’, such as legislation (new states that open up), increased regulation (restrictions on advertising, increased taxation), the evolution of technology (Artificial Intelligence and further mobile personalization), competition (both operators and other marketing channels and companies), and all other factors that are created by governments, companies, and individuals,” he explains.
“The subjective factors are more geographical or permanent. Let’s take sports betting as an example. According to the American Gaming Association’s state tracker, Out of 51 potential jurisdictions across the country (50 states + Washington DC), 38 have legalized sports betting. However, only seven states have legalized iGaming.”
So, how do you treat these challenges differently?
“As an affiliate, you understand the fundamental difference between the two types of challenges: your level of control. While you can mitigate objective challenges, you must adapt to subjective ones.”
How do you stay relevant as an affiliate amidst these challenges?
“The first thing we must always keep in mind is that we make a living out of providing our customers with additional value, i.e. unique knowledge and expertise that the operator doesn’t have and fits perfectly into its marketing mix. We must provide our customers with a competitive, cutting edge.”
“Case in point: we constantly strive to be ahead of the curve in everything we do. Our technology platform constantly adapts and upgrades to include more powerful AI tools for segmentation, targeting, and personalization. A huge part of our media teams’ job is to look for the ‘next big thing’ be it a fresh marketing channel or a new source that will enable us to expand our reach and tap into new markets.
Our commercial teams work closely with existing and potential operators to find new ways to bring value to players, be it new games, news, or promotions. And it goes without saying that our compliance team takes great care of ensuring we adhere to the highest standards of safe advertising and responsible gaming.”
“But no less important,“ he concludes, “is the operations team that ties all the pieces together and executes everything. That’s one of the biggest challenges, given operations can be slow-moving, we constantly need to improve our execution to keep up with the changes the other parts of the team bring.”
What about other types of challenges? The ones you can’t mitigate?
“When it comes to subjective challenges, however, you have much less control, and this is where companies must brace themselves and adapt quickly. Case in point, there are 38 sports betting states, while a portion of the remaining ones, such as Hawai, Utah, Texas, and California, won’t introduce sports betting or iGaming in the foreseeable future.
With fewer states regulating gaming in the foreseeable future, is the market bound to shrink?
“I don’t see it that way. Long gone are the days when a new market opened every few months. What would you do? You can’t ‘magic up’ more states. But you can certainly adapt and brace yourself to improve and grow your share in existing markets, which is exactly what we are focusing on doing,” he explains. “Along with acquiring new players through new and existing markets, we are constantly looking for new channels that will bring our customers (operators) loyalty and higher lifetime value.”
You are talking about increasing share and value, does that mean there are no new opportunities?
“We see huge potential, with opportunities constantly coming to knock on our door. North Carolina and Vermont were the two new markets that launched in 2024, and we are already seeing a lot of growth there. For example, North Carolina, which only went live with sports betting in March 2024, but by the end of the year, already clinched ninth place in the Top 10 sports betting states, reporting revenues of over $583.
This is why we treat every state as a standalone ecosystem with its unique set of challenges, requirements, and potential. The next exciting challenge (and opportunity) we are preparing for is Missouri, which legalized sports betting at the end of 2024 but has yet to launch. We have already been hard at work since the ballot was approved in November, so we can hit the ground running and start sending our MO sportsbook partners newly depositing customers from day one.
What about organic growth in existing markets?
“There’s certainly that also. While every new state that launches sports betting can potentially bring a spike in growth, we are certainly seeing organic growth and improved results across the board year after year. Take as an example the Super Bowl. In 2025, legal US bets on the Super Bowl grew 10% year-on-year. Or March Madness, on which best are expected to grow 13% from last year.
So, is there still organic growth in existing markets? For us, it’s a big, fat yes.”
Are you planning on staying within the iGaming and sports betting markets in the near future?
“That’s a very good question I ask myself every day, Segal smiles and immediately corrects himself. “Actually, scratch that. I ask myself this question many times over the course of a day in the office.”
He elaborates: “iGaming is tangent to other gaming verticals, and sports betting has an overlap with a whole universe of sports and its related verticals. Every website in these verticals needs traffic, and we know how to provide it. So new opportunities knocking on our door. But how do we capitalize on these without losing our focus and commitment to our core business? We keep our ears and eyes open, but never lose focus.”
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