Analysing Western Europe’s leading affiliates and advertisers

Affiliate programmes are one of the most important marketing and customer acquisition tools for most iGaming operators. Based on data from the MECN Online Gambling Quarterly (OGQ) report for Q4 2024, SiGMA News has prepared a detailed analysis by vertical and country that shows the balance of power in the affiliate market in Western Europe. 

The article includes leading advertisers and affiliates in the UK, Spain, Germany, and Sweden. 

MECN OGQ’s approach to market analysis

The MECN OGQ team takes a thorough approach to analysing the market, using a variety of techniques. For example, they scrutinised partner websites that ranked in the top 50 Google search results, including local desktop and mobile versions, for key countries in the selected region. Analysts used 20-30 keywords or their translations related to betting and casinos for each search.

OGQ then analysed the advertisers, brands and gambling sites featured on each of the top-ranked affiliate sites. The number of affiliates in the top 50 Google results varies from country to country and thus affects the overall ranking of advertisers and brands featured on the site. 

The final ranking represents the sum of all appearances in both verticals in all countries.

Top advertisers in Western Europe

As many operators own several different sites, this analysis is prepared based on brands and their sites rather than operators. The cross-segment and vertical ranking of sites in the region’s key markets, as represented by affiliate programmes in Western Europe, is led by Bet365 and LeoVegas.

Advertiser cross-vertical ranking

Source: MECN Online Gambling Quarterly.

In many markets, local brands such as Bwin, Novoline, and Betsson take the top spots.

Top advertisers by country

Source: MECN Online Gambling Quarterly.

Some sites included in the ranking may not accept players from the country analysed.

Top-ranked affiliate sites

So far, only a few affiliates, such as Oddschecker, have been able to build a reputation for their own global brand. Therefore, for most affiliates, Google rankings are of key importance. The SEO rankings for affiliates used the same methodology as for operator websites.

UK: The SEO analysis included 25 keywords for betting and 23 for casinos. For keywords related to betting, Olbg.com and Oddschecker.com are shown first; for keywords about casinos, Olbg.com and Gambling.com are shown first.

Spain: The analysis is based on 16 keywords related to betting and 30 keywords related to casinos. Oddschecker.com and Sportytrader.es achieved the highest positions on the betting topic, while Casino.org and Oddschecker.com achieved the highest positions on the casino topic.

Germany: 20 keywords related to betting and 25 about casinos showed that for betting-related keywords, Wettbasis.com and Sport1.de were the leaders in Q4. For casino-related keys, Gambling.com and Augsburger-Allgemeine.de achieved the highest SEO rankings.

Comparative analysis of betting partners

Across all Western European markets analysed, the Bet365 and Betway brands are the most active advertisers on betting-related affiliate sites. They are featured on the majority of affiliate sites. 

The comparative analysis for each country was based on a sample of affiliate sites that appeared in the local top 50 Google search results for 20-30 sports betting-related keywords. 

Leading advertisers in the betting vertical K4 2024

Source: SiGMA News.

Comparison of partners in the casino vertical

Across all Western European markets analysed, LeoVegas and Casumo are the most active advertisers and brands on casino-related affiliate sites and are represented in the majority of affiliate programmes. 

The comparative analysis for each country was based on a sample of affiliate sites that appeared in the local top 50 Google search results for 20-30 casino-related keywords. 

Leading advertisers in the casino vertical K4 2024

Source: SiGMA News.

In conclusion

As with most online industries, search engine ranking is a critical success factor in iGaming. Using a proprietary methodology, OGQ’s Q4 2024 report sought to answer the question of which partners do best for advertisers and which brands partner with affiliates the most. 

In four key markets in Western Europe – the UK, Spain, Germany, and Sweden – the Bet365 and LeoVegas brands lead the top 50 organic Google results. The top affiliate sites recognised are Oddschecker.com in the betting vertical and Gambling.com in the casino vertical.

Discover the world’s iGaming community at the AIBC Eurasia Summit. February 23-25, 2025. Connect with industry leaders and explore opportunities with the biggest iGaming community in the world.

Affiliates

Analysing Western Europe's leading affiliates and advertisers

Re-strategisation for the challenges of 2024 via Traffic Devils

Show All

Events

SiGMA backs Sustainability LIVE Malta 2025 in support of ESG goals

How Mark Segal is driving expansion at Gaming Realms plc

Show All