A Gaming in Europe webinar on illegal gambling
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13 Apr 2026 •
Reading time: 3 minutes
The online gambling sector in Europe is facing growing pressure from illegal affiliate practices. A webinar organised on 16 April by Gaming in Europe aims to shed light on these mechanisms.
A silent threat infiltrating the regulated market
Behind the apparent stability of European online gambling markets, a more troubling reality is emerging. Unauthorised operators are significantly influencing players’ journeys through affiliate marketing.
On 16 April at 2pm, a webinar entitled ‘The rise of illegal affiliate marketing explained: methods and countermeasures’ will bring together several experts from Gaming in Europe to analyse this phenomenon.
Affiliate marketing: a pillar of the industry that has become vulnerable
Affiliate marketing has established itself as a central channel within the online gaming ecosystem. These platforms direct players to operators in exchange for commissions. With the tightening of regulations governing traditional advertising, operators have turned en masse to digital channels. Affiliates have become key intermediaries in brand visibility.
However, some affiliates, operating outside any legal framework, redirect players to offshore platforms that are unauthorised in the targeted jurisdictions. These practices expose consumers to increased risks and undermine operators who comply with the rules.
A battle for digital visibility
On the internet, competition is no longer solely about the quality of services, but about visibility. It is precisely in this arena that illegal affiliates are particularly aggressive. According to the webinar organisers, these networks use various strategies to promote unauthorised offers whilst reducing the presence of legal operators. They invest heavily in search results, comparison sites and other digital acquisition channels. Legitimate brands find themselves relegated to the background, invisible to a large proportion of users.
These practices are not isolated incidents. They form part of organised structures, often active in several countries simultaneously. Offshore operators and their affiliate partners target a variety of markets, whether they are already regulated or in the process of being regulated.
Their cross-border nature considerably complicates regulatory efforts. Action taken in one country can be circumvented via an infrastructure operating from another jurisdiction.
Understanding to act more effectively
In response to this rise in illegal affiliates, Gaming in Europe aims to provide concrete solutions. The webinar on 16 April forms part of the #ReclaimTheMarket initiative.
Willem van Oort, founder of Gaming in Europe, explains:
‘As part of our mission to support legal operators in the face of illegal and unfair competition, we have decided to take a closer look at the reasons behind and the mechanisms of the growing impact of illegal affiliate marketing. We will analyse not only the dubious methods used, but also what legal market players can do to put a stop to it.’
The webinar will bring together several recognised industry specialists. Among them, Timothy Malmros Genach, an SEO expert, will shed light on the digital strategies used by affiliates. Alongside him, the head of iGaming.com, Andreas Ditsche, will share a broader view of the market, whilst Frank op de Woerd, editor-in-chief of CasinoNieuws, will provide an editorial and analytical perspective.
The growth of affiliate marketing has profoundly transformed the online gaming landscape. However, this evolution has brought with it new challenges, including the rise of illegal practices. By bringing together experts and industry stakeholders, Gaming in Europe hopes to lay the foundations for an appropriate response.