stronger because it allows for deeper engagement with the local community and audience.”
However, Windsor notes that although diversification in the US iGaming market with limited resources is naturally difficult, no one should“ put all eggs in one basket”. He recommends that smaller affiliates leverage their agility and develop a secondary strategy independent of Google traffic to future-proof their businesses.
“ You’ ve got to think outside the box. You can’ t just look for traditional strategies that have worked in the past, especially in organic SEO. Affiliates need to look at social media, podcasts, video or in-app engagement to drive traffic to operators,” says Windsor.
Recent years have also witnessed a surge in sweepstakes casinos in the US as another vertical in the region. These are especially popular among Gen Z and millennial players, who are“ passionate about social gaming and don’ t care as much about realmoney gambling”, wrote Windsor in a previous iGB Affiliate article. Though individual states may enact new laws this year, he assures affiliates that“ sweepstakes casinos are here to stay” and recommends preparing licence application documentation as early as possible.
One particular strength of smaller affiliates, according to Gallagher, is the ability to build loyal communities, noting that he has seen“ a lot of cool partnerships with streamers on platforms such as Twitch, where they are able to create betting-related content, which is both relatable and replicable to the US audience”. That said, Geiger advises against jumping on the bandwagon and splurging on influencers who lack authenticity.
“ Right now, brands are overpaying for celebrities audiences don’ t give a crap about. One day they’ re selling skincare, the next day they’ re promoting a sportsbook – it all feels fake,” Geiger explains.“ Take the Call Her Daddy podcast’ s sponsorship with DraftKings, for example. Alex [ Cooper ] does a one-minute ad read, but 45 seconds of it is just a disclaimer. We call that the skip button.”
On the other hand, Windsor notes that collaborating with microinfluencers – who may only have a few thousand followers – can yield surprisingly strong returns, as their audiences tend to be more engaged and passionate. Another emerging trend in the space is the use of AI. Though controversial in direct content creation, Gallagher emphasises its potential in helping affiliates gain an edge in the competitive US iGaming market through advanced personalisation.
“ Affiliates are using AI-driven tools to generate dynamic content such as live odds comparisons and real-time match updates tailored to individual users. This offer of personalised recommendations enhances the user experience massively and conversion rates are bound to follow,” says Gallagher.“ Other things to look out for would be AI-driven betting simulators, using chatbots for engagement and employing machine learning to identify high-value audiences for targeted campaigns.”
So, back to the question – is the US just a gold-mining ghost town? While challenges persist, it seems that smaller affiliates do remain optimistic about the nation with its myriad of markets. Of course, this year could also bring stricter sweepstake regulations. Yet, with the 2026 FIFA World Cup less than a year away, there is also hope that this will open more doors to operator partnerships and the right media deals for affiliates. Perhaps it’ s more a case of refining gold in a harder environment than the prospecting of old. iGBAFFILIATE. COM • 51