Betandeal Enters EGR Power Affiliates at #20 as the Affiliate Landscape Continues to Evolve

The global iGaming affiliate sector is no longer defined by a single growth model.

What once revolved largely around search-driven traffic and aggressive SEO strategies is now evolving into a far more complex ecosystem shaped by data, distribution, and audience ownership. The latest EGR Power Affiliates 2026 ranking, compiled in partnership with BDO, reflects that transition in real time, highlighting the companies that have managed to adapt in a market that has become both more competitive and less predictable .

Among this year’s most notable developments is the arrival of Betandeal, which enters the ranking for the first time at position 20 globally.

A New Entrant Reflecting a Changing Model

Betandeal’s inclusion is not simply another addition to the list. It reflects a broader structural shift in how affiliate businesses are being built.

Over the past decade, many affiliates scaled through search visibility, often relying heavily on Google as their primary acquisition channel. That model has come under increasing pressure, driven by algorithm volatility, rising acquisition costs, and the growing influence of AI-driven search environments.

Against this backdrop, Betandeal has taken a different approach. The company has focused on building a model that connects operators with high-value players through content creators and digital communities, supported by proprietary technology designed to optimise acquisition and monetisation across markets .

As CEO Joaquín Gago explains:

“A few years ago, iGaming content creators were overlooked. Today, they are at the center of the conversation. That shift validates the model we’ve been building: creators + technology + distribution.”

This philosophy captures a key trend in the industry: distribution is no longer limited to search. It is increasingly driven by platforms where engagement, trust, and community play a central role.

The Top 25 EGR Power Affiliates 2026

The full ranking offers a snapshot of how the affiliate landscape is currently structured, combining established public companies with newer, more agile operators.

Source: EGR Power Affiliates 2026, audited by BDO

An Industry Moving Beyond “SEO-First”

The ranking comes at a time when the traditional affiliate playbook is being challenged from multiple directions.

Search, long the dominant acquisition channel, has become less predictable as algorithm updates and AI-driven results reshape visibility. At the same time, new regulatory pressures and market saturation have made it harder to scale purely through traffic volume.

The EGR report highlights how affiliates are responding to these challenges by investing in innovation, whether through AI-driven tools, proprietary platforms, or new forms of content distribution . What emerges is an industry that is no longer reliant on a single channel, but instead increasingly diversified in how it reaches and engages players.

Read more: The Biggest Casino Affiliates 2026

Consolidation at the Top, Fragmentation Below

At the top of the ranking, a familiar group of companies continues to dominate. Better Collective, Gambling.com Group, Catena Media, Spotlight Sports Group, and Gentoo Media benefit from scale, brand recognition, and diversified business models that allow them to operate across multiple markets and channels.

Further down the list, however, the landscape becomes more fragmented. Affiliates are pursuing different strategies, shaped by their strengths and market positioning. Some focus on media and content production, others on data-driven insights, and an increasing number are building communities around their brands.

This diversity reflects a market that is still experimenting with what sustainable growth looks like in a post-SEO-dominant era.

The Rise of Creator-Led Distribution

One of the most significant shifts is the growing role of creators.

Content creators, once seen as peripheral to the affiliate model, are now becoming central to how traffic is generated and monetised. Platforms such as YouTube, TikTok, and community-driven channels are reshaping how players discover and engage with gambling brands.

Betandeal’s model is closely aligned with this development. By combining creator networks with technology and distribution infrastructure, the company is building a system that can scale beyond the limitations of traditional search.

This approach also aligns with operator priorities, particularly the focus on player quality and lifetime value rather than raw acquisition numbers.

What Comes Next?

The EGR Power Affiliates 2026 ranking illustrates an industry in transition rather than decline.

The fundamentals remain strong, but the pathways to growth are changing. Affiliates are being forced to rethink how they acquire users, how they build trust, and how they create long-term value.

Betandeal’s entry into the top 20 is one example of how new models are emerging within this environment. It reflects a shift toward integrated strategies where content, technology, and distribution are increasingly interconnected.

As the industry continues to evolve, the affiliates that succeed will be those that can navigate this complexity — balancing scale with engagement, and performance with sustainability.

The next iteration of the ranking may well look different again.