Levelling Up in a Safety- and Privacy-First World: iGaming Affiliates and the Next Generation of Players

As an industry deeply rooted in data, we’ve always relied on understanding our players—their behaviour, preferences, and habits—to deliver the right experiences at the right moments. But the way we collect and use this data is undergoing a profound transformation.

Regulations like GDPR and CCPA, coupled with the decline of third-party cookies, are reshaping our operational paradigms. Players are more conscious of their digital footprints than ever before, demanding respect for their privacy and greater transparency in how their data is used.

A new generation of players is emerging—those now maturing into the over-25 age demographic—who are digitally savvy, less likely to use traditional search engines like Google, and more inclined to engage within online communities such as Reddit, social media platforms, YouTube, and streaming sites.

This shift isn’t merely a compliance hurdle; it’s a pivotal opportunity to redefine trust, engagement, and responsibility with our audience.

The Evolution of User Tracking in iGaming

Traditional methods of tracking and targeting are losing their effectiveness. Accurately attributing the impact of our efforts has become more complex, and competition in the affiliate space is fiercer than ever. Relying solely on display advertising, CPA commissions, and static revenue shares is insufficient in this new era.

Reaching the next generation of players requires us to engage with them where they spend their time—within vibrant online communities and platforms beyond conventional channels.

This new demographic is highly digital-savvy, discerning, and values authenticity. They are less receptive to traditional advertising and more influenced by peer recommendations, community discussions, and content creators they trust. Ignoring these shifts means risking obsolescence in an industry that demands agility, innovation, and a strong commitment to player safety and responsible gaming.

The New Playbook

This pivot towards privacy, changing player behaviour, and a heightened focus on responsible gaming isn’t a setback; it’s an invitation to cultivate a more sustainable and ethical business model grounded in transparency, open data, and community engagement.

By embracing user privacy and being upfront about our data practices, we can foster stronger relationships, enhance player loyalty, and promote safer gaming environments. To achieve this, innovation is imperative—we must transform our affiliate platforms into transparent, real-time data ecosystems that respect user privacy while delivering exceptional value, supporting responsible gaming practices, and meeting players where they are.

Here’s what we can do to adapt, today:

Embrace Transparency Through Open Data and Community Engagement

Owning and responsibly managing first-party data is crucial. By being transparent about what data we collect and how we use it, and by providing clear value in return, we encourage players to willingly share information. Engaging directly within online communities—participating in Reddit threads, creating content for YouTube, and collaborating with influencers on streaming platforms—can help build trust and authenticity. Open data practices facilitate collaboration and innovation while maintaining strict privacy standards.

Supporting Player Safety: Transparency in data practices not only builds trust but also enables us to implement effective responsible gaming measures. By openly communicating how data is used to monitor gaming behaviours, we can help players understand and utilise tools designed to promote healthy gaming habits. For example, sharing aggregated data on average play times or spending can help players make more informed decisions about their own gaming activities.

Enhance User Control and Trust

Empower players by giving them control over their data. Implement intuitive opt-in and opt-out mechanisms, and provide easy access to personal information. Transparency in data handling builds trust, which is essential for long-term relationships. For the next generation of players, who are adept at navigating digital environments, providing seamless and user-friendly privacy controls is not just a courtesy but an expectation.

Promoting Responsible Gaming Practices: When players have control over their data, they are better equipped to set limits and monitor their gaming activities. Features like self-exclusion options, deposit limits, and reality checks become more effective when integrated within a transparent data framework. By facilitating these controls, affiliates demonstrate a commitment to player well-being.

Leverage Contextual and Ethical Advertising in New Channels

Shift the focus from intrusive personal data targeting to contextual advertising that aligns with user interests based on the content they engage with. This approach respects privacy and enhances relevance. Using and deploying AI and semantic analysis can refine targeting without infringing on personal data, leading to more meaningful interactions.

Ensuring Ethical Promotion: By adopting ethical advertising practices, we reduce the risk of exposing vulnerable individuals to potentially harmful content. Contextual advertising allows us to place promotions in appropriate settings, aligning with responsible gaming guidelines and avoiding environments where such content might be inappropriate or irresponsible.

Implement Privacy-Preserving Technologies

Adopt technologies that allow data analysis without compromising individual privacy. Techniques like differential privacy and federated learning enable us to glean valuable insights from aggregated data while safeguarding personal information. This balances the need for data-driven decision-making with the imperative of respecting user privacy.

Enhancing Player Protection: Privacy-preserving technologies can also be leveraged to identify patterns indicative of problematic gaming behaviours without singling out individual players. This allows affiliates to contribute to early detection and intervention efforts, supporting responsible gaming initiatives on a broader scale.

Explore Blockchain and Web3 Innovations Responsibly

Emerging technologies like blockchain and Web3 offer new avenues for transparency and trust. Blockchain’s immutable ledgers can enhance transparency in transactions and affiliate tracking. For a generation that values decentralisation and has grown up alongside the rise of cryptocurrencies and blockchain technology, integrating these innovations can be particularly appealing.

Balancing Innovation with Responsibility: While blockchain provides transparency, it’s essential to ensure compliance with privacy laws and responsible gaming practices. Implementing solutions that allow for data anonymisation and honouring the right to be forgotten is crucial. Additionally, smart contracts can be designed to include responsible gaming provisions, such as automatic enforcement of self-imposed limits or exclusion periods.

Adapt Content Strategies to New Platforms

The next generation of players consumes content differently. They prefer interactive, engaging, and authentic content over traditional advertisements. Affiliates should consider producing high-quality content such as live streams, video reviews, tutorials, and community events.

Fostering a Culture of Responsible Gaming: By creating content that not only entertains but also educates, affiliates can promote responsible gaming practices. Integrating messages about healthy gaming habits, providing resources for support, and showcasing commitment to player welfare can differentiate affiliates in a crowded market.

Setting the Standard for Player Safety in iGaming

Being transparent and open isn’t just about compliance or building trust for business gains; it’s about ensuring the safety and well-being of our players. Responsible gaming is a cornerstone of a sustainable iGaming industry. By adopting transparent data practices, we can better monitor and assist players who may be at risk of developing unhealthy gaming behaviours via a number of initiatives:

Early Detection and Intervention: Transparent data collection, with player consent, allows for the monitoring of patterns that may indicate problem gambling. Affiliates can play a proactive role by identifying such patterns and guiding players towards support services.

Educational Initiatives: Transparency enables us to educate players about the risks associated with gaming and the tools available to manage their activities. Open communication fosters a supportive environment where players feel comfortable seeking help if needed.

Collaborative Efforts: Sharing insights and data (in compliance with privacy laws) with operators and regulatory bodies can enhance industry-wide responsible gaming strategies. Transparency in data can lead to more effective policies and interventions that protect players.

A Call to Action for the iGaming Industry

Adapting to this safety- and privacy-first world, the evolving behaviour of the next generation, and the imperative of responsible gaming is essential for future success. By embracing transparency, open data, and meeting players within their preferred digital environments, we can build stronger, trust-based relationships and promote a safer gaming ecosystem. This transformation requires us to innovate continuously, shifting from static models to dynamic, data-driven strategies that deliver real-time value while keeping player welfare front and centre.

I can see a future where players have complete confidence in how their data is handled, where they are active participants in the data exchange, and where affiliates and operators collaborate transparently to enhance player experiences responsibly. By respecting privacy, championing transparency, and engaging authentically within online communities, we not only comply with regulations but also position ourselves as leaders in an ethical and sustainable iGaming ecosystem.

This is a pivotal moment—a call to action for affiliate businesses in all verticals alongside iGaming. Let’s embrace innovation, prioritise openness and transparency and build a thriving affiliate landscape that respects user privacy, fosters trust, and upholds the highest standards of player safety and responsible gaming.

The future of our industry depends on our ability to adapt, lead, and care for our players in this new era; there really is no alternative.

Link to Linkedin insight article by Richard Dennys.