Find Prospects in the iGaming

Part 1

How to do market research to identify prospects

Every country has its own affiliate landscape that includes different regulations, traffic sources, and affiliate styles. Focus on one market at a time. Trying to do everything at once leads to chaos and missed opportunities.

The easiest way to generate prospects

Thanks to today’s tools, you don’t need to do everything manually. Use lead-generation tools to streamline your research and discovery.

But remember:

• No tool is perfect! accuracy often caps at 80–90%

• Smaller affiliates may produce incomplete or misleading data

• Always verify and validate key prospects manually

Quantity matters

The conversion rate from cold outreach to active partnership is extremely low.

That’s why:

• Volume = power

• The more affiliates you reach out to, the higher the chance of success

• Over time, your brand becomes more recognizable, triggering a domino effect of credibility and exposure

✅ Top placements on affiliate sites increase trust and drive conversions.

Systematic approach

• Pick one country

• Research one traffic source at a time

• Move step-by-step, don’t skip or jump ahead

This discipline prevents errors, lost leads, and scattered efforts. Business in iGaming evolves fast—stay focused to stay ahead.

Part 2

Research for different traffic types

Scaling your affiliate base means covering all types of traffic. Even if some sources are lower volume, diversification protects your brand as the market changes.

Let’s break them down:

Identify SEO Prospect

SEO-focused affiliates are the backbone of most portfolios. They’re often the most cost-effective and easiest to find ensuring great ROI%.

Main Keywords research

These are the most common phrases the user searches for and are usually with the highest volumes. For example: Online Casinos, Sportsbooks, Best Online Casinos and so on.

Long tail Keywords and niche researches

It’s important to focus on the smaller keywords as they usually bring very high value due to the deep intention of the user that is looking for them. The combinations here are countless but some that we always do are: Live Casino Roulette, Casinos with cashback, “Use local Payment Method name” plus the Casino word.

Branded Research

One of the best ways to scatter some great sites is by using your competitors’ names. You can directly search for Brand Name plus Casino and you will see every website where your competitors are advertising more or less.

Finding PPC Affiliates

PPC affiliates are tricky because:

• They rarely list contact info

• Google’s ads ecosystem hides much of their presence

Casino Streamers

Majority of the streaming is related to Casino and Live Casino due to the regulations. You must identify what’s the most popular streaming platform in your market but we advise you to research all available ones. Each platform has it’s own websites that rank and provide detailed information about the streamer activities. How long they’ve been streaming, how many visitors they get and so on. Through these platforms you can easily get all the profiles that you should target.

Popular platforms are:

Part 3

iGaming Affiliate Conferences

One of the best ways to get prospects is through connections and networking. Of course face to face conversions are ideal for that manner and the Affiliate Conferences appear to be ideal places for that.

Best Conferences for Affiliates and Casinos

Keep in mind that conferences are not the same, each of them have different focus and priorities. However, the one that will be more suitable for affiliates are the following:

SIGMA

It’s known to be the one that pretty much the majority of the affiliates are attending. Till recently the Malta event was the biggest and most important one but since they are moving to Italy this year we can’t confirm yet that the trend will continue.

SBC

Mainly focused on the platform side and the B2B operations, SBC is growing a lot and attracting more and more affiliates every year. The atmosphere and the less stressed schedule allows you to have great conversations there and build strong relations.

ICE & iGB Barcelona

Amazing events that attract the big players in the industry as well as major players from alternative industry that are exploring the igaming world.

Strategy to find affiliates

When you end up at those conferences eventually, you will easily spot that operators use affiliate badges to enter for free there. This generates a big mess sadly. On top of that Affiliates hide their badges so people don’t always stop them. Overall it’s not an easy playground there. However, there are other ways to improve your chance of making good connections and here are our pro tips.

Don’t be ashamed of being a stalker

Find the booth of your competitors and keep an eye on the people who stay there longer. Follow them and make sure to reach out for a conversation.

The golden mine

Find Affiliate managers that target similar markets to you. Making a good connection with them, helping each other in the long term is a great way to find affiliates easily afterwards.

Should you invest in a booth?

As a startup, better don’t! As tempting as it may sound, it doesn’t work as well as you think. You will mainly attract abusers or affiliates that care about high volumes and low value. The best partners are not going to these events to find new operators but to see the existing one. Booth helps with the branding and to establish yourself as a trustworthy company. It’s ideal for midsize to large companies.

Part 4

Sharing is caring, work with referrals

The fastest way to grow your portfolio is through referrals.

• Talk to competitors (yes, really)

• Network with affiliate managers

• Exchange contacts and market insights

This works best when your reputation is solid:

✅ Be responsive
✅ Be transparent
✅ Don’t ghost people

Trust me—this is the #1 way to scale quickly.