Post release 2019

On April 18, Smile-Expo held the first event – Prague iGaming Affiliate Conference. The event dedicated to affiliate marketing in the gambling industry brought together gambling operators, lawyers, regulators, and experienced marketing specialists.

What Did Speakers Discuss?

The conference involved online casino specialists from the Czech Republic and other countries. The event was opened by Viorel Stan, CEO of B2C Division at EveryMatrix Ltd.

After the moderator’s welcome speech, speakers revealed core aspects of gambling marketing, interaction among industry players, and related legal matters.

Trade Association for Partners

A gambling consultant Steve Donoughue made a presentation: Why gambling affiliates need a trade association. The expert explained that today partners faced numerous challenges, in particular the absence of clear rules of casino advertising and complaints of gambling opponents regarding gaming platform promotion.

The specialist offered a solution: the establishment of affiliate association. According to Steve Donoughue, it would make online casino advertising a more professional industry and allow affiliates to lay down the rules for their operations to be used as a basis by regulators.

Young Generation in Gambling Industry

Christina Thakor-Rankin, Gaming Advisor at 1710 Gaming Ltd, delivered a presentation: From Affiliate to Influencer - engaging the i-Generation.

Christina stated that the i-Generation meant people born after 2000. Their purchase habits differ from the behavior of older users. It is thought leaders and subscribers that play a key role for the young generation.

The expert explained that the previous pattern of user cooperation (attraction, engagement, and retention of customers) went out of date. Currently, one should interact in a different way: to catch audience’s interest, encourage the purchase, and then keep engaged.

Interaction Between Partners and Providers

Jan Urbanec, CEO at Endorphina, told guests about the hidden symbiosis between affiliates and online casino providers.

The specialist believes that both parties benefit from collaboration. “Affiliates require content, while providers possess corresponding information and resources; providers need to announce themselves, and partners have the audience,” he said.

Besides, the expert turned listeners’ attention to a new type of affiliate marketing: online streaming. Reportedly, streamers show the audience that all users can win, build confidence, and allure new players.

Panel Discussions

The conference featured three panel discussions where experts shared their opinions and answered various questions.

The ‘Innovative gaming business with affiliate marketing’ discussion involved Levon Nikoghosyan, CEO at PartnerMatrix, and Nicc Lewis, Founder of Expozive. They analyzed consumer trends and concluded that Gen Z partners should be attracted to the industry.

The ‘Current state of gambling regulation in Europe’ panel discussion was focused on European gaming laws. Jan Rehola (Lawyer at Petroš Sedláčková Legal), Raffaela Zillner (Secretary General of the Austrian Association for Betting and Gambling), and Ana-Maria Baciu (Partner at NNDKP) answered attendees’ questions.

Besides, speakers talked about the distributed ledger for online casinos as part of the discussion called ‘The potential uses and opportunities of blockchain and cryptocurrencies for iGaming’. Jan Rehola and Nicc Lewis highlighted technology advantages and stressed that casinos integrated blockchain because it provided players with anonymity and security.

Exhibitors and Sponsors

The conference featured an exhibition area where iGaming companies introduced their services and solutions.

A website developer and adjuster, Costa Rank, illustrated its projects. The company offers iGaming web solutions for partners and creates SEO content for online platforms.

Kootac, a company providing iGaming services and products to gambling platform operators, presented a lottery platform – PlayEuroLotto – and its affiliate program.

Slotegrator was the Bag Sponsor of the event. It offers a variety of online casino solutions such as game and content management platforms, Telegram casino, white label solutions, Bitcoin casino, and betting software.

VBET became the Badge Sponsor. The operator has approximately five thousand games of chance, accepts eSports and political event bets, and supports a live casino.

A casino solution developer, BetConstruct, was the Lanyard Sponsor of the event. Its products for online platforms include betting and eSports apps as well as live and VR games. BetConstruct also assists land-based gambling venues in growing and expanding their businesses.

LoginCasino,, Yogonet and Focus Gaming News were media sponsors of the conference.

Coming Event

On June 21, we will hold Zurich iGaming Affiliate Conference and gather leading gambling operators and affiliates in Switzerland for the first time.

We have prepared a pleasant bonus for event visitors: a 15% discount on tickets. Subscribe to the event news, and the discount will be sent to your email.

Smile-Expo expresses its gratitude to exhibitors, sponsors, and media partners for participation in Prague iGaming Affiliate Conference. We are looking forward to seeing you at the next event!

Follow the coming events on the Smile-Expo website.