Affiliate 2.0: How Data, UX, and Compliance Are Rewriting the Rules of Acquisition

Sebastian Jarosch is a man with an utmost dedication to improving the state of iGaming. Even at a time when the industry is at an all-time high, Mister Jarosch is still thinking of new ways that he can help to improve it. His dedication to the cause began when he founded Mithrillium Media Ltd. The company’s main focus was on improving the affiliate market, a noble endeavor in which the team found some major success. Affiliate programs have moved away from a simple SEO-oriented model, towards a much more user experience-focused business practice.

Jarosch’s contributions to the realm of iGaming have not gone unrecognized. Colleagues have awarded him some of the most prestigious awards during his tenure in the realm of iGaming. The most recognizable of them are as follows:

• The EGR Nordics Awards for Best Affiliate Programme 2022
• Affpapa Awards Affiliate Programme of the Year 2022
• SBC Awards 2022 for Affiliate Programme of the Year

Interview Questions:

• What does “Affiliate 2.0” mean to you, and how does it differ from traditional affiliate models in iGaming?

Affiliate 2.0 is about understanding your audience and utilizing next-gen technologies to create player-first platforms. It’s about personalized offers, artificial intelligence, and data. Affiliates can now tailor offers to specific player groups and use AI to create content, media, and analyze vast amounts of data and user behavior.

• How has the role of user experience (UX) evolved in affiliate marketing, and what impact does it have on player acquisition and retention?

The user experience is equally important as SEO. A smooth journey from click to conversion increases trust with your audience, reduces drop-offs, and drives sales. Having a strong UX not only helps acquire players but also builds long-term loyalty.

• What types of data are you using to optimize acquisition funnels, and how do those insights inform your content and platform design?

We analyze the user journey with metrics like time on site, clickstream, and conversion rates, alongside operator performance data such as deposits and player retention. These insights help us refine the user experience, CTAs, and content. Data helps us to improve our platforms based on real user behavior.

• In a highly regulated environment, how do you maintain compliance without sacrificing user engagement or conversion rates?

Compliance is built into the sites and doesn’t necessarily affect conversion rates negatively. Ensuring that the business is aligned with local regulations can actually build trust rather than reduce player engagement. By making compliance part of the user journey, affiliates can remain engaging while staying fully aligned with regulations.

• Can you share an example of how a UX or compliance change directly improved your performance metrics?

Review sites like Casino Groups manage to improve their bounce rate with a clear site structure, personalization and optimized reviews. When players find exactly what they are looking for they stay longer, engage more, and conversions improve. 

• How do you balance the need for personalized, data-driven journeys with privacy regulations like GDPR and cookie limitations?

We make sure that we are fully compliant with GDPR and respect the privacy of our visitors. Personalization can include simple things like offers based on IP addresses. Players appreciate a tailored experience that helps them find their best match more quickly.

• Are affiliates becoming more like product companies, building tools, dashboards, and dynamic platforms instead of static review sites?

There are many affiliates that build their own websites and products. Modern affiliates are trying to differentiate by developing comparison tools, apps, and bet builders that add a tremendous amount of value to their platforms. Innovation is essential to remain relevant in a competitive market.

• What role does real-time data (such as live odds, bonus availability, or payment speed) play in modern affiliate content?

Real-time data can significantly enhance the user experience. Players want to see live odds, current bonuses, and payment speeds. Affiliates that are able to integrate dynamic, real-time data into their product provide much more value and build trust with their audience.

• Do you think we’ll see greater collaboration between operators and affiliates around shared data and performance optimization?

Operators already share certain data with affiliates, but that is usually a one-way street. There are ways for casinos to gain deeper insights into traffic sources, but I don’t think many affiliates are willing to share their data yet. In the future, we may see deeper data partnerships between operators and affiliates to drive efficiency, compliance, and better player experiences.

• Looking forward, how will data, UX, and compliance shape the next generation of high-performing affiliate platforms in iGaming?

Affiliates will adapt to their environment and find the right balance between data-driven personalization, seamless UX, and compliance. Those that master all three will gain an edge with trusted, scalable platforms that attract and retain players. Data, UX, and compliance together form the foundation of Affiliate 2.0.

Posted by Wizard
Apr 30 2026