Affiliate ecosystems in 2026: quickfire Q&A with Sebastian Jarosch

Sebastian Jarosch has been at the forefront of the iGaming market for over a decade. He founded Mithrillium Media Ltd. with one goal in mind; to change the gambling market on the internet for the better, and create a more welcoming industry.

The awards that Jarosch has received from reputable organizations like EGR, Affpapa and SBC show that his goal has been achieved.

With that in mind, we have invited Mr. Jarosch to discuss the current iGaming ecosystem in a Quickfire Q&A, and bring up some of the changes that may take place moving forward. Our goal is to address topics like competition, collaboration and much more.

Let’s dive in!

iGR: How would you describe the current state of the affiliate ecosystem within the broader iGaming industry?

SJ: Affiliation has matured into a far more competitive and professional ecosystem. Affiliates are now a tactical channel for player acquisition, education, and brand awareness. At the same time, regulation, compliance, and technology are forcing affiliates to innovate and raise standards.

iGR: Are we entering a phase of consolidation in affiliation, and what is driving that trend?

SJ: Consolidation is happening more frequently as larger platforms and networks acquire smaller affiliates to merge technological capabilities and increase market share. Rising marketing costs, investment in platforms, and increased competition are key drivers. Scale is becoming an important advantage in this environment.

iGR: How does increased competition among affiliates impact innovation and quality standards?

SJ: Increased competition forces review sites like Casino Groups to differentiate with higher content quality, cutting edge technology, and superior user experience. To stand out from the crowd affiliates have to innovate, which raises industry standards and ultimately benefits players.

iGR: Do you see collaboration between affiliates and operators becoming more strategic rather than purely transactional?

SJ: Operators are increasingly focused on long-term player value rather than pure volumes. Affiliates and operators now work more closely together on data sharing, compliance, and user experience. Stronger partnerships support more sustainable growth and healthier ecosystems.

iGR: How important are partnerships between affiliates themselves, for example, data sharing or joint ventures?

SJ: Partnerships between affiliates can help share expertise, technology, and marketing deals. Collaboration usually takes place between affiliate networks and smaller affiliates that benefit from infrastructure and better commissions. These relationships may become more common as competition increases and operators become more selective.

iGR: What role do compliance and regulation play in shaping affiliate ecosystem dynamics?

SJ: Regulation and compliance play a big role in shaping the affiliate ecosystem. Affiliates must adapt to regulatory expectations with higher responsible marketing standards and increased investment in licensing and technology. This raises entry barriers but also improves the industry’s long-term credibility.

iGR: Are smaller affiliates still able to compete effectively against larger, tech-driven networks?

SJ: Smaller affiliates can still compete with larger networks by focusing on niche markets with higher-quality content and strong community engagement. Agility, expertise, and authenticity can give smaller affiliates an advantage over large media companies. However, increased marketing costs, complex regulatory environments, and technological investments can quickly put smaller players at a disadvantage.

iGR: How is the balance of power shifting between operators and affiliate partners?

SJ: Affiliates continue to hold strong negotiating power, especially in highly competitive markets. Affiliates that own strong brands, drive high-quality traffic, and engage with the player community maintain significant influence. The relationship between affiliates and operators is becoming more partnership-driven and collaborative, however.

iGR: What risks come with ecosystem consolidation, particularly around diversity and independence?

SJ: Consolidation can lead to reduced diversity, transparency, and content quality within the affiliate ecosystem. Fewer players controlling large traffic networks can reduce competition and limit innovation. Independent affiliates that specialize in smaller niches remain an important factor for ecosystem health.

iGR: Looking ahead, what will define a healthy and sustainable affiliate ecosystem in the next few years?

SJ: A healthy affiliate ecosystem will be built on innovation, compliance, strong partnerships, and competition. Affiliates that focus on transparency, player value, content quality, and responsible marketing will be best positioned for long-term success. Collaboration and adaptability will remain key factors.