The global iGaming affiliate sector is no longer defined by a single growth model.
What once revolved around search-driven acquisition and aggressive SEO strategies is now evolving into a far more complex ecosystem shaped by distribution, data, and audience ownership. The latest EGR Power Affiliates 2026 ranking, compiled in partnership with BDO, reflects that transition in real time.
Among the most notable developments this year is the arrival of Betandeal, entering the ranking for the first time at position 20 globally — a signal of how new models are beginning to break into a historically consolidated space.
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, growth has been heavily tied to search visibility. That model is now under pressure, driven by algorithm volatility, rising acquisition costs, and the increasing influence of AI-driven discovery environments.
Against this backdrop, Betandeal has taken a different approach — building a model that connects operators with high-value players through creators and digital communities, supported by proprietary technology.
As CEO Joaquín Gago puts it:
“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.
| Rank | Company | Key Executive | HQ |
|---|---|---|---|
| 1 | Better Collective | Jesper Søgaard | Denmark |
| 2 | Gambling.com Group | Charles Gillespie | USA |
| 3 | Clever | José Pedro Panzina | Portugal |
| 4 | Spotlight Sports Group | Mark Renshaw | UK |
| 5 | Gentoo Media | Jonas Warrer | Malta |
| 6 | FairPlay Sports Media | Stuart Simms | UK |
| 7 | Catena Media | Manuel Stan | Malta |
| 8 | Game Lounge | Jonas Cederholm | Malta |
| 9 | Raketech | Johan Svensson | Malta |
| 10 | Traffic Lab | Peter Gunni | Denmark |
| 11 | LiveScore | Sam Sadi | UK |
| 12 | Quantum | Jamie Walters | UK |
| 13 | Flashscore | Pavel Krbec | Czechia |
| 14 | OLBG | Richard Moffat | UK |
| 15 | OneTwenty | Chris Russell | Ireland |
| 16 | Acroud | Mikael Strunge | Malta |
| 17 | Checkd Group | Lee Struggles | UK |
| 18 | Media Troopers | Shmulik Segal | Malta |
| 19 | Acquire.bet | Allan Stone | US |
| 20 | Betandeal | Joaquín Gago | Spain |
| 21 | Skore(s) | Christian de Caillieux | France |
| 22 | Web International Services | Paul Scheuschner | Malta |
| 23 | GameTime Digital | Stephen McBrinn | Ireland |
| 24 | Betting Hero | Scott Miller | US |
| 25 | iGaming Nuts | Adam Bielinski | UK |
Source: EGR Power Affiliates 2026
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. Algorithm updates, AI-driven results, and changing user behavior are reshaping visibility across markets.
Affiliates are responding by diversifying — investing in technology, expanding distribution channels, and building direct relationships with audiences.
What emerges is a model that is no longer reliant on a single source of traffic, but instead built around multi-channel engagement.
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 and Gambling.com Group retain strong positions, supported by scale, brand recognition, and diversified revenue streams. The presence of Clever at #3 reflects the growing importance of alternative models beyond traditional listed affiliates.
Below the top tier, the market becomes increasingly fragmented.
Companies are pursuing different strategies:
- Media-led growth
- Data-driven performance models
- Community and creator-based ecosystems
This diversity highlights an industry still in transition, 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.
