iGB E-zine: Affiliates under pressure

This exclusive report released for next week’s London Affiliate Conference finds a sector being reshaped by consolidation and the pendulum-swing of regulatory and legislative opinion against online gambling marketing.

Moves in some territories, such as the UK, Italy, Sweden, Spain and Belgium, place affiliates in the gambling regulatory spotlight, while other moves in relation to online advertising are similarly changing the nature of the affiliate landscape.

All this is taking place against a backdrop of slowing M&A momentum. The rise of the super-affiliate is closely tied to the regulatory embrace and has helped to create a market structure that is now more clearly defined than ever before between large and small.

The likelihood is that the current lack of deals is more of a pause and that more deals will be announced during 2019.

But at the very top of the tree Catena Media has said that its M&A strategy has evolved towards fewer, and potentially bigger, deals.

The regulation of US sports betting is one example of how new markets bring their own challenges and opportunities.

This report looks into the interplay between the online gambling regulatory backdrop and the affiliate marketing sector, and discusses how it has already adapted and how the market will evolve in the years to come.

Click on the e-mag below to view the full report, Under pressure: Regulation and the evolution of affiliate marketing