While a regulatory framework is a must for any healthy industry, the approach of countries like Germany can turn to be too strict for the market. Luckily, many affiliate platforms have found a way to turn compliance into an advantage.
Sebastian Jarosch is the founder of Mithrillium Media Ltd, and a man who is at the forefront of the iGaming affiliate revolution. His contributions to the industry span close to two decades, and his work has earned him some of the most prestigious awards. Jarosch is surely an expert in the subject, and addresses how affiliates turn regulation into opportunity.
SBC Eurasia: What are the most common compliance challenges affiliates face today, particularly in tightly regulated iGaming markets?
SJ: The biggest challenges are navigating strict advertising rules across various jurisdictions and ensuring that content stays aligned with ever changing local requirements. Every market has its own nuances, and affiliates often have to think outside the box to be successful.
SBCE: How can strict compliance be transformed from a burden into a differentiator in building player trust?
SJ: Compliance can actually enhance credibility if handled proactively. Players trust brands that are licensed and genuinely interested in their well-being. Strict compliance can be a burden, but it often opens doors to opportunities that are not available in unregulated markets. Affiliate licenses can even narrow competition and increase trust with your audience.
SBCE: Do you believe affiliates that embrace regulation early gain a competitive advantage over slower-moving competitors?
SJ: Early adopters of compliance frameworks often establish stronger relationships with operators, players, and regulators. First movers can learn from mistakes and gain experience much faster than slow movers. Making a website compliant can also take a lot of time, as it often requires development work and adjustments to content according to local requirements.
SBCE: What practical steps have you taken to integrate compliance into content production and ranking methodologies?
SJ: Content writers must be properly briefed on regulatory requirements, as there are often restrictions related to bonuses, responsible gaming, and specific wording. It is also important to work closely with partners to ensure that all parties remain aligned. Affiliates must be creative in regulated markets to differentiate themselves and keep their content engaging. This approach ensures compliance without sacrificing user experience.
SBCE: How do you balance clear, engaging marketing with the restrictions imposed by advertising codes and responsible gambling rules?
SJ: As long as there are clear guidelines, it is often quite simple to balance engaging content with compliance. In highly restrictive environments, it makes sense to focus on educational content, comparisons, and advice related to responsible gaming rather than promotional offers such as bonuses and free spins. Compliance sets boundaries but doesn’t prevent content from being engaging.
SBCE: Have you found that regulators and operators are beginning to see affiliates as partners in compliance rather than just third-party marketers?
SJ: Regulators and operators expect affiliates to play their part when it comes to compliance. Affiliates that act responsibly are viewed as partners in maintaining regulatory standards. This recognition strengthens long-term partnerships across the industry and enables affiliates to play an active role in the ecosystem.
SBCE: What tools or technologies have you adopted to help automate compliance checks across multiple jurisdictions?
SJ: It’s important to use automation, geo-targeting, and incorporate processes such as manual content reviews. Compliance tools can flag potential regulatory violations, such as restricted wording or promotional offers. The goal is to combine technology with human oversight to ensure accuracy and compliance.
SBCE: Do players notice or care about compliance-first practices, and does it impact user trust and conversion rates?
SJ: Players may not always recognize a compliance first approach, but they will notice when affiliates avoid overly promotional content and focus more on responsible gaming. These elements are often welcomed by players and build trust, reduce bounce rates, and increase conversions. Compliance and performance are closely connected.
SBCE: What role can affiliates play in setting higher industry standards for responsible marketing and transparency?
SJ: Players often have their first contact with iGaming through affiliates like Casino Groups. Therefore, these affiliates have a responsibility to set clear standards and promote transparency to raise expectations across the industry. Leading by example helps affiliates earn respect from regulators, operators, and players alike.
SBCE: Looking ahead, how do you expect compliance to shape the affiliate landscape over the next five years, will it raise the bar or narrow the field?
SJ: Compliance will raise the bar and inevitably narrow the field in regulated markets. Smaller affiliates may struggle to keep up, while serious players who embrace compliance will lead the way. The future belongs to affiliates that combine creativity with responsibility.
