Affiliate Consolidation: Is Bigger Always Better in the iGaming Ecosystem?

Sebastian Jarosch is the founder and CEO of Mithrillium Media Ltd. He has been involved with the iGaming industry since 2007; so it is certainly fair to call him a veteran of the market. As such, we thought he would be the perfect candidate to answer some questions regarding the iGaming ecosystem that has grown around affiliate websites.

Mister Jarosch’s contributions have been recognized and acknowledged by some of the most prominent organizations in the world. Not only has he won the SBC Awards for Best Affiliate Programme, but he is now also working as a judge at the prestigious gambling organization. He has also been awarded the EGR Best Affiliate Programme on two separate occasions, and the Casino Meister Best Casino Group Award.

Why are we seeing so much consolidation in the affiliate sector, and what’s driving these mergers and acquisitions?

Consolidation is mainly driven by rising SEO costs, increased competition, and the need for scale in regulated markets. Larger networks can negotiate better deals with operators, invest in their products, and acquire smaller sites to strengthen their positions. It’s a natural evolution as the industry matures.

Do larger affiliate networks provide more value to operators, or do they risk losing the trust and authenticity that smaller sites maintain?

Larger networks can often deliver higher traffic volumes and are active in multiple markets. However, smaller affiliate sites tend to focus on niche areas where they often dominate the rankings. The best networks balance scale with authenticity.

How does consolidation impact the quality of information and choice for players?

Consolidation often improves the quality of the UX but can negatively impact content. Larger affiliates are also more likely to focus on regulated markets, which significantly narrows the choice for players. Maintaining diversity in style, focus, and opinion is essential for building player trust.

Are independent affiliates still able to compete effectively against large affiliate groups? If so, how?

Independent affiliates like Casino Groups can win by being agile, niche-focused, and authentic. They often perform better in rankings because their content is highly optimized. Specialization allows them to stand out against larger, more generic networks within their niche.

What risks come with consolidation, for example, homogenized content, reduced transparency, or operator bias?

Content can sometimes suffer because reviews often follow a specific template with little room for individuality. Larger affiliates also have targets, which can lead to commercial bias. Players can quickly sense when sites feel more like marketing machines than independent guides.

Do regulators pay closer attention to larger affiliate groups, and does this change how they approach compliance?

Larger groups attract more scrutiny because of their influence and reach. They target keywords with much higher volumes and are therefore in the spotlight. Regulators expect them to set higher standards and may hold them more accountable. This puts additional pressure on larger affiliates to invest in compliance.

Have you seen cases where scale improved efficiency, UX, or innovation, or does size sometimes become a weakness?

Big affiliates can invest in UX, data, and features that smaller affiliates don’t have the resources for. For example, larger groups often develop advanced tools such as odds comparisons or real-time data feeds. However, size can also slow innovation, and the development of new features often takes time.

How do operators view consolidation, as an opportunity for consistency or as a threat to diversity in acquisition channels?

Operators often welcome the consistency and reach that large networks provide. However, larger affiliates are usually more expensive to work with, and acquired sites sometimes receive less attention than before and begin to deteriorate.

Do you think the affiliate market will eventually be dominated by just a handful of mega-groups, similar to the operator side?

There will be more consolidation, but there will always be niches where smaller affiliates can thrive. Network affiliates will continue to dominate regulated, high-volume markets, while independents will remain more present in specialized segments. The ecosystem will likely remain a blend of both.

Looking ahead, how do you see the balance between independent affiliates and consolidated networks shaping the iGaming industry?

The future will be about coexistence. Consolidated networks will set the tone in compliance and scale, while independents drive innovation and community focus. Together, they ensure the industry remains competitive, diverse, and responsive to player needs.