iGaming Trends 2027: What’s Worth Your Budget, Pal?

Planning next year’s campaigns? SOFTSWISS’s full 2027 iGaming Trends report gives you plenty to work through: traffic channels, AI search, creator partnerships, and player retention. We picked five takeaways for affiliates. Betty is particularly interested in the part about where traffic earns its keep.

1. Several channels are competing for the budget

When asked which marketing channel would dominate in 2027, respondents ranked SEO 18%, streamers and influencers 16.8%, and affiliate marketing 16.2%. These are industry predictions, with the leading answers close together.

For affiliates: If a game review keeps attracting readers, try a video on the same game. There’s already interest in the subject. Work out who can make it and what it will cost, then track the registrations and commission it brings in. You’ll have some numbers to work with when deciding whether to make another.

2. Affiliates are running their own media brands

A review site can also have a YouTube channel, an active social audience, and paid campaigns to manage. SOFTSWISS describes leading affiliates bringing these activities under one roof. Producing all that content takes material, and providers have useful resources: Evoplay, Endorphina, and BGaming have launched affiliate hubs with game details, demo links, and visuals teams can use in their publications.

For affiliates: Ask your program for the materials and product information you need before scheduling content. Check that the game you’re covering will be available and easy to find when readers click through.

3. Reviews need evidence readers can check

Trust features prominently in the report. AI search adds another consideration: brand information can come from reviews, videos, and forum discussions.

For affiliates: Show what you tested, date the review, explain offer conditions, and link to sources. Keep those details current across your channels. This helps readers judge your recommendations and gives search systems clearer information to interpret.

4. Player retention deserves a place in campaign reviews

SOFTSWISS puts greater emphasis on retention and ongoing revenue. For affiliates, that means following referred players beyond their first deposit.

For affiliates: Compare campaigns over the same reporting period. Look at continued player activity, NGR, and accrued commission alongside acquisition costs. Bring those figures to your manager when discussing what to scale.

5. Creator partnerships need someone running the show

The hiring outlook points to demand for managers who know creators and understand conversion performance.

For affiliates: Agree on the audience, format, schedule, and tracking before booking a placement. Review the results together afterward. A busy chat during a stream gives you something to discuss; registrations and commission give you something to calculate.

Which of these is already changing how you work? Tell us in the comments. Betty’s listening.

We cover the findings in more detail, with comments from our Head of Affiliates and Head of Brand Marketing, in the full article on Big Betty’s blog →