Will Edwards
After five years of helping affiliates build and launch websites, Betting.Partners is evolving to meet the changing needs of the industry. The platform has moved away from providing paid website templates, domains and hosting, and now provides free, ready-to-use landing pages and widgets that allow affiliates, publishers and creators to promote partner iGaming brands through the channels and audiences they already have, without needing to build or maintain an entire website.
A new way to become an iGaming affiliate
Betting.Partners 2.0 continues to provide the infrastructure affiliates need to build and grow their businesses, including partnerships with brands, tracking, reporting and payments.
The difference is that affiliates no longer need to build an entire website to access it.
Betting.Partners now offers two simple ways to get started:
Landing pages provide a simple alternative for content creators who have an audience but don’t need (or want) to build a traditional affiliate website. A creator can launch a one-page website with our landing page builder and share it directly with their audience.
Widgets can be embedded into an existing website with a single line of code, bringing fully managed affiliate advertisements directly into the publisher’s existing setup.
In both cases, brands, welcome bonuses, key terms and other information are entirely managed through the Betting.Partners platform, with geo-targeting and compliance handled automatically.
Both are free to use and designed around a self-serve model, meaning affiliates can get started immediately rather than waiting days, weeks or months for a website or integration to be built.
Where it all started
The story of Betting.Partners began in 2021.
Before launching the platform, Betting.Partners’ founder was an affiliate himself, building and operating multiple betting and casino comparison websites. As those websites grew, other affiliates began asking for help building similar sites.
That demand became the foundation for Betting.Partners.
The original idea was simple: give people everything they needed to launch an iGaming affiliate website in one place.
Customers could choose a ready-to-launch website template, register a domain, use Betting.Partners hosting and access affiliate partnerships with betting and casino brands. The platform effectively removed many of the technical and commercial barriers that had traditionally made entering the iGaming affiliate industry difficult.
The model attracted both new affiliates and established website owners, including customers with valuable domains who used Betting.Partners to transform their assets into successful affiliate businesses.
For several years, the model worked successfully.
But the market began to change.
How SEO changed iGaming affiliate marketing
From 2024 onwards, Google’s search algorithm updates created a much more challenging environment for many affiliate websites, particularly newer and templated sites relying heavily on organic search to build their audiences.
Betting.Partners saw this first-hand.
Some of the platform’s established SEO-focused clients experienced significant losses in search visibility, while the prospect of a new affiliate launching a templated website and building meaningful organic traffic became considerably more uncertain.
The conclusion wasn’t that affiliate marketing was disappearing.
It was that the way affiliates would build successful businesses was changing.
Websites with genuinely valuable content, established authority and audiences with a clear interest in betting or gambling would continue to have significant potential.
Sports publishers, gambling-focused websites and online communities were increasingly well positioned to monetise their audiences through affiliate marketing.
Content creators were another increasingly important part of this shift.
The rise of the creator
Influencers and content creators are building large audiences across social platforms, including audiences with a genuine interest in sports, betting and gambling.
For many of these creators, building a traditional affiliate website makes little sense.
They don’t necessarily need a full website.
They need a simple way to put relevant offers in front of the audience they’ve already built.
The same is true for established publishers.
Why build an entire website just to monetise an existing audience with affiliate content?
That question became the foundation for Betting.Partners 2.0.
From building websites to powering affiliates
Betting.Partners had already spent years building the affiliate infrastructure that sat behind its websites.
The realisation was simple:
We didn’t need to give affiliates the whole website. We could give them the affiliate functionality instead.
That’s what Betting.Partners 2.0 is built around.
A creator can launch a one-page website with our landing page builder and share it directly with their audience.
An existing publisher can integrate a Betting.Partners widget into their website with a single line of code.
A new affiliate can use the same tools while focusing on building their own website, audience and long-term strategy.
In each case, Betting.Partners handles the affiliate infrastructure behind the scenes, from partnerships and tracking to reporting and payments.
Lowering the barrier for the next generation
Betting.Partners also sees an opportunity to help solve another challenge facing new affiliates.
As the iGaming industry has matured, many operators have become increasingly selective about which affiliates they work with. For a new affiliate without an established audience, obtaining direct partnerships has become very difficult.
Betting.Partners already has relationships with partner brands.
Rather than requiring every new affiliate to build those relationships from scratch, the platform gives them access to its existing affiliate infrastructure.
The company is also investing heavily in education.
Betting.Partners 2.0 introduces a dedicated education area designed to teach newcomers everything they need to know about iGaming affiliate marketing.
A dedicated news section will also keep affiliates informed about developments across the iGaming industry.
Powering the next generation
The Betting.Partners model has changed, but the underlying objective hasn’t.
In 2021, the company wanted to make it easier for anyone to launch an iGaming affiliate website.
In 2026, it wants to make it easier for anyone with an audience to become an iGaming affiliate.
We used to help affiliates build the website. Now, we help them monetise the audience.
Betting.Partners 2.0 is built around that shift, providing the infrastructure while giving affiliates the freedom to build their audiences wherever they choose.