Affiliates in Growth Markets: Building Discovery Pathways Where Infrastructure Is Still Maturing
Sebastian Jarosch is the founder of Mithrillium Media Ltd. During his time with the company, Mister Jarosch greatly contributed to the progress of casino affiliate platforms and programs. He helped to assure a new era of casino reviews that focus not on search engine optimization, but rather on the user first and foremost.
His credentials speak for themselves, obviously. However, if you need further convincing you only need to look at the multiple awards that Mr. Jarosch has won throughout the years. He was the recipient of the prestigious EGR Nordics Award for Best Affiliate Programme in 2022. He also won the AskGamblers Awards for Best Partner the year prior. Jarosch also serves as a judge at Sigma, IGB, and SBC. That is why we believe there is no one better suited to discuss the growth of affiliate markets in iGaming today.
What are the unique challenges affiliates face when operating in emerging or underdeveloped iGaming markets?
Affiliates have to deal with a mixture of cultural, regulatory, and instructional challenges in emerging markets like Africa. Payment systems are often different from European markets, and there are limitations to internet speed and smartphone capabilities. Regulation in emerging markets is often inconsistent or even non-existent. Education regarding online casinos, licensing, and responsible gaming is often very low, requiring more foundational content work.
In regions where digital infrastructure or regulation is still evolving, what role do affiliates play in educating and guiding new players?
In emerging markets like Africa, offline marketing is often the first point of contact for players with online casinos. There is also significant offline affiliation through sign-up codes and vouchers. Traditional SEO affiliates can still play a role by educating players with articles about bonuses, casino games, and licensing, helping them make more informed decisions.
Read Also: Premier Bet expands partnership with Logifuture by Launching Simulate Across Africa
How do you ensure content accessibility and usability for mobile-first audiences in bandwidth-limited environments?
In emerging markets, the digital infrastructure is often poor compared to European markets. The internet is not on the same level as in European markets, which is why websites and casino games need to be extra lightweight to decrease loading times. Our content is built for mobile-first, with simplified navigation, responsive layouts, and fast-loading modules.
Do affiliates need to approach user acquisition differently in markets where awareness of licensing, responsible gambling, and safe operators is low?
In these regions, we focus on educating our audience rather than traditional casino comparisons. We prioritize building trust first by clarifying what licensing means, how payouts work, and why KYC processes are important. Even bonuses need to be explained on dedicated pages with in-depth analysis of terms, conditions, and mechanics.
What strategies do you use to maintain trust and credibility when operating in jurisdictions without strong regulatory oversight?
On review sites like Casino Groups, industry experts review every operator and highlight the pros and cons, examining the casino’s ownership, license, and responsible gaming tools. The content is based on extensive research, including combing through forums and watchdog sites to understand player experiences. High-risk casinos are clearly labeled, and the reviews include responsible gaming tips. Operators that don’t meet the minimum trust standards are excluded.
How do you localize content (beyond translation) to reflect cultural nuances, payment preferences, and gaming behavior in growth markets?
Localization is extremely important if you want to be successful in any market. It involves integrating local payment methods, focusing on culturally preferred game types, and working with local influencers to deliver your message. Content needs to be written by native speakers and regional experts to hit the right messaging and tone.
Are there any specific technologies or platforms you’re using to better serve players in infrastructure-limited environments (e.g., lightweight websites, SMS-based tools)?
We use scalable CMS platforms with geotargeted modules and lightweight architecture to reduce load times. Additionally, we test all designs across low-tier devices to ensure universal accessibility. Media and images must be tailored specifically to the bandwidth available in the target market.
How can affiliates contribute to the sustainable development of the iGaming ecosystem in new markets?
Affiliates can influence the decision-making of players by focusing on responsible messaging, educating users, and flagging operators with low safety standards. They can help lay the foundation for a healthier ecosystem with unbiased, high-quality content. We stand for fair business practices, encourage localized innovation, and promote player-first experiences. Sustainable growth comes from balancing monetization with value and protection.
What partnerships (e.g., with local operators, fintech providers, or media) have proven valuable in scaling affiliate reach in emerging regions?
Local operators know their player base very well, so it makes sense to work closely with them to deliver the right message. Collaborations with local media outlets and influencers can also help build trust and credibility. Partnering with local operators that understand the regulatory framework ensures smoother market entry and greater content accuracy.
Looking ahead, how do you see the role of affiliates evolving as infrastructure, regulation, and competition mature in growth markets like parts of Africa?
Affiliates will evolve from simple traffic drivers to trusted guides and educators. As infrastructure improves, content will shift toward deeper comparisons, product differentiation, and loyalty building. Those who build strong, localized brands with transparent practices will be best positioned to succeed in maturing markets.
