1win in 2025: New GEOs, Ambassadors, and Multi-Million-Dollar Cases

The year 2025 became a pivotal milestone for the 1win holding. The company strengthened its functional solutions, expanded its geographic footprint, redesigned the user experience, and reinforced infrastructure for partners. The year’s results clearly show how product changes supported the growth of the affiliate program, while brand marketing initiatives fueled the development of the 1win brand.

1win Ambassadors and Market Expansion

Sports Ambassadors

Ambassador collaborations became one of the most active pillars of 1win’s strategy in 2025. In sports, the central figure was Saúl “Canelo” Álvarez — a global boxing legend. The partnership was announced in May and quickly went far beyond traditional sponsorship. Together with Canelo, 1win launched a large-scale charity initiative in Mexico: sports equipment was purchased and donated to 50 youth organizations across the country. The company also became a sponsor of Canelo’s signature golf tournament. A KICK livestream, where Canelo placed a $500,000 bet on Oleksandr Usyk’s victory, achieved global reach and became one of the most talked-about moments in the community.

And, of course, the fight against Terence Crawford — where Canelo entered the ring as a 1win ambassador, wearing gear with the brand’s logo. The bout ranked among the top 3 most-watched fights on Netflix, reaching 41 million viewers worldwide. VIP users of 1win watched the fight live from ringside seats in Las Vegas.

Saúl “Canelo” Álvarez vs. Terence Crawford in the undisputed super middleweight world title bout, Las Vegas. Source: Getty Images for Netflix

Another major sports ambassador was Jon “Bones” Jones. The announcement of his partnership on September 9 generated significant buzz, coinciding with the end of his professional career and attracting heightened audience attention.

Exclusive joint content and bonus offers within the 1win product strengthened the brand’s presence among UFC audiences. On social media, the company launched “1wish Season with Santa Jones”, where 1win and Jon Jones fulfilled people’s wishes over the 20 days leading up to Christmas.

Read Also: 1win Partners Launches the New Year Campaign 1wish

India became one of the key regions for 1win in 2025, with a strong focus on local figures. Elvish Yadav, actively involved in WCL Cricket, released a series of branded materials and bonus offers. Professional boxer Neeraj Goyat also took part in WCL activities, reinforcing the sports segment in the region.

1win further solidified its influence in combat sports through ALF Reality Global, acting as the general sponsor of a show featuring Jon Jones, Jorge Masvidal, and fighters from the CIS region, as well as BKFC 71 & 72 events with Conor McGregor, where the company also served as a sponsor.

1win Models

The mission of 1win Models in 2025 was to attract top-performing adult creators through high-quality, viral, and concept-driven content with strong view-to-conversion performance.

Following the successful signing of adult industry legend Johnny Sins in 2024, the team focused on scaling similar collaborations. Throughout 2025, Comatozze, Gattouz, Lily Phillips, Danny D, Keiran Lee, Maximo Garcia, Kazumi, and many others joined 1win Models. While diverse in profile, all share one defining trait — high brand recognition and strong organic reach across social platforms.

Johnny Sins as part of his collaboration with 1win Models. Source: 1win Models

This year, 1win Models also hosted its own event, creating a Creative House with well-known adult bloggers. Over 20 top industry creators participated. The campaign generated 500+ million views worldwide, 40+ original Instagram posts, and 1,000+ fan-made clips, making it the largest collaboration among adult bloggers to date.

Streaming content also stood out: a livestream featuring Johnny Sins and Evelone attracted over 118,000 live viewers, while the Gattouz x Johnny Sins stream ranked in the top 3 on the KICK platform.

Media Shows and Streamers

A major product campaign highlight was the launch of 1win W Poker — the largest media poker tournament to date, supported by streamers Evelone, shadowkekw, Anar Abdullaev, dangerlyoha, Gensyxa, and others. The prize pool reached a record $251,000, while live broadcasts on w.tv and KICK attracted 90,000+ live viewers and generated over 42 million views through clips. One of the most respected poker professionals, Ilya Gorodetsky, followed and commented on the games.

1win W Poker match featuring popular streamers. Source: 1win W Poker

Additionally, 1win organized the Not Int 3 online Dota 2 streamer tournament, warmly received by the community, and hosted a community cast for The International 2025, strengthening the brand’s presence at the year’s most important esports event.

Special attention was paid to image-driven activations: a Porsche 911 GT3 RS and gold bars gifted to Evelone for his birthday, as well as a Mercedes-Benz G63 AMG for Anar Abdullaev — all among the most discussed cases of the year.

Overall, streamer collaborations remained stable and multi-platform. The company worked with creators from the CIS, Latin America, and Asia — including Evelone, stariy_bog, dangerlyoha, sachauzumaki, and juanferlamata — ensuring a consistent flow of organic integrations and high audience engagement worldwide. Partnerships were built not around one-off integrations, but as long-term projects involving content, events, tournaments, and exclusive activations, organically embedding the 1win brand into streamer culture and communities.

Social Responsibility

In 2025, social responsibility became a structured and independent focus area for 1win. The company approached it systematically, with clear goals, local teams, and a long-term mindset — not one-off campaigns, but tangible help where it was truly needed.

Key initiatives included:

• The already mentioned joint program with Saúl “Canelo” Álvarez in Mexico. Together with the boxer, we launched a support project for 50 sports organizations across the country. This initiative directly improved training conditions for more than 1,500 young athletes;
  
• A trash cleanup day in the Vasai area, part of the Mumbai metropolitan region. The action involved 60 volunteers who, over more than 90 hours of work, collected around two tons of waste from the coastal zone, while 1,300 kilograms of the collected trash were given a second life and turned into eco-friendly souvenirs. Indian influencers Parth Samthaan, Nishant Malkani, and Alisha Robin Rajput joined the initiative.
  
• Rapid assistance during severe floods in Argentina. 1win joined the emergency response team. The company provided ten fully equipped boats to volunteer fire departments in the hardest-hit cities, including Zárate, Campana, Salto, San Antonio de Areco, and Concordia.
  
• “Light for Dharavi” in Mumbai, aimed at improving living conditions in one of the city’s most densely populated districts. As part of the initiative, support was delivered that provided lighting for more than a thousand people. The initiative was supported by Indian film and TV actors Gurmeet Choudhary and Nia Sharma, who personally took part in distributing lamps and kits together with 1win volunteers.
  
• Holi celebrations. Company volunteers and Indian bloggers traveled across different regions of the country and distributed special Holi kits — with colored powders, sweets, and branded gifts. The campaign covered densely populated areas and communities, turning the streets into full-fledged festive spaces and strengthening the sense of unity.
  
• IPL Roadshow — a series of activations in hard-to-reach regions of the country, where the company organized match broadcasts, brought gifts, and created a big sports atmosphere for local residents.

1win volunteers engaging with local fans during the IPL 2025 Cricket Roadshow. Source: 1win Charity

For 1win, social responsibility is an integral part of its long-term market strategy — building relationships not only with partners and players, but also with the communities where the brand operates.

2. Rebranding: A New Visual Code Reflecting Growth

A major change for 1win was the rebranding — done to improve the user experience and the technical side, optimize performance speed, and bring the visual system in line with the level of the product. The main objective was to simplify the interface, shorten navigation chains, and make interaction faster and more intuitive for players. The company’s main goal is to be the best and most convenient product for users. The company will continue to follow this course in 2026 as well.

After the update launched, metrics showed growth in depth of engagement driven by both visual and technical changes. Site loading speed increased 2.5x; users began moving between sections more often and using functional elements more actively; median session time increased by 20%. The time required to complete key actions decreased thanks to navigation optimization, and engagement in promotional mechanics grew because the updated structure made them more noticeable and convenient.

The identity became more minimalistic and premium — clean lines, modern composition, and a focus on quality. The result was also the new LUCKY CLUB merch collection, which reinforced the new visual style and became part of our communication at conferences and within the community.

3. Affiliate Marketing: Tools, Geography, Community

Blog Launch

In 2025, 1win Partners Blog was launched — a platform featuring case studies, analytics, interviews, and methodologies for media buying teams. It became part of the educational ecosystem and a space for experience sharing.

Affiliate Campaigns

Affiliate promotions also scaled significantly. Over the year, five major campaigns were held: Traffic Race, Traffic Cup, 1wish, Big Love, and IPL RS. These initiatives attracted new partners and increased activity among existing teams. In total, 10,000+ webmasters participated, generating 20+ million media reach. For example, during the 1win Traffic Race, partners received 300+ prizes.

Conferences and Awards

The 1win team participated in 20 international iGaming conferences as attendees and speakers, expanding the affiliate network and gaining access to new teams and agencies.

In 2025, 1winPartners won over 10 industry awards, including AffPapa iGaming Awards LATAM — Affiliate Management of the Year 2025, EVENTUS — Best Affiliate Platform, MiGEA — Best Affiliate Program.

New Market Expansion

The affiliate program expanded into Africa, Asia, and Latin America, adding 10 new GEOs: Benin, Togo, Egypt, Malawi, Morocco, Algeria, Cambodia, Costa Rica, Sri Lanka, and Vietnam.

Localization also expanded, with the addition of Arabic, Tagalog, and Hindi.

Media Partnerships in Affiliate Marketing

1win Partners launched the Stream Talk podcast series featuring founders and C-level executives from leading media buying teams such as DEVILS, ZM Team, Private Inc., and Rich Media, as well as exclusive interviews with Eman Pulis (Founder of SiGMA) and Fernando Saffores (CEO of Focus Gaming News).

Partner Case Studies

Among the most notable cases published in 2025:

• SEO Nomad — $650,000 earned via RevShare
• Rich Media — $400,000 from Brazil traffic
• Private Inc. — $218,000 from Facebook traffic in Argentina
• Private Inc. (India) — revenue exceeding $25,000,000
  

What’s Next?

The results of 2025 reflect the work of people and partners 1win collaborates with every day. The company’s focus remains unchanged: creating a seamless product, developing tools for partners, and building sustainable partnerships. 1win continues to move forward — always with people and shared results at the core.