In an industry increasingly shaped by regulation, responsible play, and user experience, the marketing tools we’ve leaned on, affiliates and influencers, are facing new scrutiny.
So do they still work for iGaming in 2025?
Short answer: Yes, but with caveats.
Affiliates have long been a staple in user acquisition. They offer reach, conversions, and data-driven campaigns. Influencers, on the other hand, create buzz, lend credibility, and offer a direct line to specific audiences, especially the elusive Gen Z demographic.
But as regulations in markets like Kenya and Nigeria evolve, the space for affiliate and influencer activity has narrowed. Recent BCLB guidelines, for instance, have forced operators and marketers to rethink how they engage third-party promoters. The rules demand more transparency, compliance checks, and defined accountability for messaging.
Here’s what makes them effective today:
- Clear compliance alignment: Influencers and affiliates must be briefed on rules and regulations to avoid misleading promotions.
- Focus on education over hype: Creators who teach players about responsible gaming and platform benefits drive more long-term engagement.
- Tracking and accountability: Operators now require solid data and transparent performance tracking—no more vague ‘exposure’ metrics.
- Niche targeting: Micro-influencers are proving more effective than mega-celebrities in converting users.
The future?
Affiliates and influencers aren’t going anywhere, but their roles must evolve. Expect more structured contracts, performance-based deals, and cross-platform storytelling. The days of hype-first, compliance-later are behind us.
If used responsibly and strategically, these channels remain some of the most human and high-conversion tools at the industry’s disposal.
After all, in an industry rooted in trust and engagement, it’s not just about who shouts the loudest—but who connects best.