Intro
Affiliate marketing powers a huge slice of the iGaming world, but most readers only see the end result: a review, a rating, a “claim bonus” button. To lift the curtain, we sat down with Gregor Mlakar, the leading gaming consultant and director of content at NajboljseIgralnice. With seven-plus years in iGaming and a background in fraud detection, Gregor brings a rare mix of editorial strategy and risk know-how. In this interview, he explains how affiliates make money, how editors keep reviews honest, how compliance really works, and what trends will shape the next few years. We cover the full journey – from tracking and cookies to testing games, comparing bonuses, and writing content that’s useful for real players. Expect plain talk, practical tips, and a few laughs!
Before we jump in, a quick note on regional trends. In Central and Eastern Europe, specialty affiliate sites often focus on local payment methods, language support, and strong responsible gaming guidelines. That’s especially true when reviewing Slovenian online casinos, where trust signals, licensing, and tested game fairness are front and center for readers who want a safe place to play.
Setting the stage
Q: Gregor, let’s start with the basics. What is an iGaming affiliate, and how do they earn revenue?
Gregor: An iGaming affiliate is a publisher. We compare casinos, test games, explain bonuses, and help players find a good match. We earn commission from operators when a reader signs up or deposits after using our links. The commission model can be revenue share, CPA (cost per acquisition), or a hybrid. That part’s simple. The hard part is being transparent, compliant, and still useful. If readers don’t trust you, they won’t click. If regulators don’t trust you, you won’t operate for long.
Q: You came from fraud detection. How does that shape your editorial work?
Gregor: It’s everything. Fraud detection trains you to look for patterns: bonus abuse, duplicate accounts, suspicious traffic sources. That mindset helps us vet partners and spot nonsense in terms and conditions. It also makes our reviews sharper. If a bonus looks great but has buried wagering traps, we’ll find them and call them out.
The scale: why affiliates matter
Q: People say affiliates drive a big piece of operator signups. True?
Gregor: Yes, especially in regulated markets where targeted, compliant traffic wins. As the EGBA/H2 data shows, online already accounts for ~39% of European GGR in 2024 and is still climbing. That’s the context in which affiliates operate: digital, measurable, and regulated.
Source: https://www.egba.eu/uploads/2025/03/Gambling-Market-Share-2019-2029.png
Q: Does that growth change how affiliates behave?
Gregor: It raises the bar. Regulators have tightened rules on how gambling is promoted. In the UK, for example, affiliates must ensure age-gating and geo-gating and follow advertising codes. Operators are responsible for their affiliates, so everyone needs clean processes.
How the money flows
Q: Break down the main deal types – how do you choose?
Gregor:
- Revenue share: We earn a percentage of the player’s net revenue. Long-term upside, but it’s variable month to month.
- CPA: A flat fee per new depositing player. Predictable, but less lifetime value.
- Hybrid: A mix of both. Often our go-to for stability plus upside.
We choose based on traffic quality, market rules, and the operator’s retention. If an operator treats players well, revenue share shines. If we’re testing a new market, CPA limits risk.
Q: What about cookie windows and tracking?
Gregor: Modern tracking is mostly server-side and privacy-aware. You still see attribution windows, but the tech has evolved. We always verify links, run test accounts where permitted, and confirm basic attribution before publishing big guides.
Editorial process: the unglamorous work that builds trust
Q: Walk us through how you build a review.
Gregor: We start with a framework: license checks, security, payments, KYC experience, game variety, bonus terms, mobile and UX, support quality, and responsible gaming tools. We prefer to test features hands-on – sign up, deposit the minimum, test a few top slots, and withdraw. We also converse with other players and encourage their input – community building is key.
Q: What about fairness – how do you check games?
Gregor: We don’t “audit” RNGs ourselves, but we check for independent testing. Labs like eCOGRA certify RNGs and game engines, which is a solid sign that outcomes are random and the implementation meets regulatory standards. If an operator or platform lacks recognized testing, that’s a red flag.
Q: How do you stay onside with regulators?
Gregor: You follow the rulebook and keep records. For Malta-licensed operators, we track the applicable commercial communication rules and other directives from the Malta Gaming Authority. We update our internal checklists whenever guidance changes and make sure disclosures are clear. It’s a process, not magic.
Practical tips for readers choosing a casino
Q: If you had to give quick advice to a first-time player, what would you say?
Gregor: Keep it simple. Look for a reputable license, tested games, payment methods you actually use, and clear bonus rules. Try small deposits first. Set limits. Quit when you stop enjoying it. And read real reviews – not just star ratings.
Content that ranks and helps people
Q: Everyone wants to rank on Google. What does Google actually want from affiliate content in 2025?
Gregor: Helpful content. That’s not a slogan; it’s written down. If your pages don’t serve the reader first – clear comparisons, hands-on testing, accurate terms – you’ll lose to someone who does. We align our playbooks with Google’s “helpful, reliable, people-first content” guidance and overall Search Essentials. It keeps us grounded and avoids low-value fluff.
Q: So how do you make an affiliate review “helpful”?
Gregor: Talk like a human. Show your work. Explain why a bonus is good or not. Be honest about limits and fees. And keep your data current. If something changes – KYC rules, deposit fees – we update the page. Trust is earned with small, boring updates, not flashy headlines.
Compliance: the stuff that saves you later
Q: What are the common compliance mistakes you see?
Gregor: Vague bonus language, missing eligibility terms, and poor audience gating. In many countries, affiliates need proper controls on age and location, and unsolicited marketing is a no-go. Operators can be punished for their affiliates’ actions, so there’s zero patience for sloppy ads. We’ve all seen what happens when promotional content crosses the line – older cases where “get rich quick” messages targeted vulnerable users led to serious enforcement conversations and public scrutiny. Don’t be that cautionary tale!
Q: How do you operationalize compliance?
Gregor: Document everything. We use templates for disclosures, bonus summaries, and offer tables. We keep screenshots of terms, timestamps, and affiliate IDs. And we audit top pages monthly. It’s not glamorous, but when a regulator asks questions, we can show exactly what users saw.
Building pages players actually use
Q: What makes a strong comparison page?
Gregor: Three things: filterable data, verified terms, and real context. If a reader wants fast payouts with Apple Pay and low KYC friction, they should be able to filter for that. If a bonus changes from 35x to 40x wagering, we update the card and the table, not just the paragraph. And we explain the trade-offs: maybe higher wagering but more free spins; maybe lower wagering but restricted games.
Q: Where do bonuses fit in?
Gregor: They’re important, but they’re not everything. You need to frame bonuses correctly – show value, risk, and how to use them responsibly. For example, when compiling our collection of casino bonuses, we go by clear terms, game eligibility, and detailed info for each bonus. We also outline exactly how many steps it takes to claim and what counts toward wagering.
Actionable checklist for affiliate editors
Q: For editors building or improving an affiliate site today, what should be on their to-do list?
Gregor: If I had to pick five must-dos, they’d be:
- Map every claim to a source: license, lab test, or operator terms.
- Build one canonical bonus schema and reuse it everywhere.
- Add age-gating and geo-gating before a single page goes live.
- Track offer changes with dated screenshots and change logs.
- Write internal SOPs for reviews, updates, and takedowns.
Yes, I know that sounds like homework. But it’s the difference between “looks legit” and actually being legit.
Real-world data and what it means
Q: Give us one data point readers should know in 2025.
Gregor: Europe’s gambling market reached roughly €123.4 billion in GGR in 2024, with online close to 40%. Casino leads online revenue, with sports betting second – your comparison tables should reflect that reality. That scale tells you two things. First, players have options. Second, regulators and platforms will keep raising standards for how we communicate. If your site cuts corners, it won’t last.
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Source: https://www.egba.eu/uploads/2025/03/Gambling-Market-Revenue-by-Products-2024P.png
Q: Any industry initiatives worth watching?
Gregor: Trade groups that push responsibility and standards are helpful. The Responsible Affiliates in Gambling (RAiG) initiative in the UK is an example of formalizing better practices for affiliates – things like safer advertising and better vetting. The point isn’t to add bureaucracy; it’s to align incentives with player protection.
Testing flows, the unsexy hero
Q: You talk a lot about testing. What does “good testing” look like for you?
Gregor: We run signup flows on desktop and mobile, use common payment methods, and track the time from KYC submission to approval. We try at least one deposit and one withdrawal where feasible. We verify the bonus actually credits, and we try a few popular slots or tables. If a site blocks withdrawals without a clear reason, we don’t hide it.
Q: How do you judge game variety and quality?
Gregor: We look at providers, jackpots, and live tables. Variety is easy to claim but harder to prove. We care about quality: reputable studios, stable lobbies, and tested RNGs. If the platform shows eCOGRA or similar lab certification, that’s a plus. If a site has zero mention of third-party testing, that’s a major red flag.
Monetization without manipulation
Q: Any advice for affiliates who want to grow without risking penalties?
Gregor: Three things. First, read the regulator’s guidance in the markets you cover, and update your templates accordingly. Second, avoid hype. Promising life-changing wins is irresponsible and invites trouble. Third, keep your SEO clean. Google is tough on low-value affiliate pages and on abusive tactics that piggyback on third-party site reputations. If your review genuinely helps, your rankings are safer.
Q: Last mile details you see affiliates forget?
Gregor: Opt-in preferences for marketing. Some markets require explicit consent for marketing messages by channel and product. If your forms or language are sloppy, you risk complaints or worse. Build it right the first time!
For players: how to read a review like a pro
Q: What should players look for when scanning a review page?
Gregor: Start with licensing and security. Then check payments: fees, limits, and realistic withdrawal times. Read the bonus section carefully: game restrictions, max bet, time limits, and the actual wagering multiple. If a review never mentions downsides, it’s not a review – it’s an ad. We try to present both. And we always link to responsible gambling resources and self-limiting tools.
Trends to watch next
Q: What’s next for affiliate iGaming?
Gregor: Three things stand out. First, stricter compliance across Europe – more standardized disclosures, clearer eligibility, and sharper enforcement on marketing practices. Second, better UX on affiliate sites: real filters, updated comparison data, and plain-language explainers. Players don’t want to sift through jargon. The sites that respect users’ time will win. And finally, anyone hoping to get ahead in the gambling sphere must keep pace with the times and learn how the latest technologies are transforming gambling and how they can use it to boost their day-to-day.
Q: And for you personally – how do you keep your team sharp?
Gregor: We run short training sprints. One week it’s bonus terms. Next week, it’s KYC flows. We also do “red team” sessions where editors challenge each other’s drafts. If someone can’t defend a claim, it gets cut or sourced. It keeps us honest and improves the page for readers.
Final take: clear rules, honest reviews
Q: If readers remember one thing from this interview, what should it be?
Gregor: Choose information you can verify. A solid review explains licenses, tests features, and spells out the limits. A solid casino respects your time, your money, and your choices. If either side cuts corners, move on. We’ll keep doing the boring work – testing, documenting, updating – so you can focus on playing responsibly and enjoying the games!
