INNOVATION INSIGHTS
First Look Games launches FLG Analytics – the fi rst marketing intelligence platform built for iGaming studios
New suite of analytics tools empowers game studios to identify affi liate partners, benchmark performance versus competitors, target specifi c markets and monitor content, all from a single platform.
F
irst Look Games (FLG), the data-driven iGaming marketing intelligence platform connecting game studios and affiliate publishers, has launched FLG Analytics: a comprehensive marketing intelligence suite giving game studios unprecedented visibility into how their titles are represented, reviewed and ranked across the iGaming affiliate market.
Game studios invest heavily in developing and launching titles, yet have historically had limited insight into how those games are marketed by the affi liate websites that drive a signifi cant proportion of new depositing customers for operators.
FLG Analytics addresses this blind spot across fi ve core modules: • Website Directory – A searchable database of 1,000+ vetted iGaming affi liate publishers, fi lterable by country, traffi c, SEO performance and keyword relevance, enabling studios to build targeted outreach strategies.
• Studio Benchmarking – Live competitive benchmarking across share of voice, player reach, review volume and AI-powered sentiment analysis, covering over 740 indexed studios.
• Game Benchmarking – Title-level performance tracking against competitor releases, including review coverage, publisher performance and affiliate engagement.
• Content Monitor – Real-time tracking of all content published about a studio’s games across the FLG publisher network, with filtering by site, game, geography and date.
• Instant Messaging – A built-in channel for studios to contact verified affiliate publishers directly to establish commercial and marketing partnerships, replacing fragmented email and LinkedIn exchanges with a single, purposeful interface. These new product features have been developed as a result of game studio client
and publisher user feedback as First Look Games seeks to continue to deliver value to its partners as it scales its pathfinder technology platform.
Tom Galanis, CEO of TAG Media and First Look Games, comments: “Game studios spend signifi cant resources developing world-class games, but have historically had almost no visibility into how those games are truly presented to players by the affi liate community. FLG Analytics changes that. For the fi rst time, studios can identify the best affi liate partners, target specifi c markets, benchmark against competitors and track content in real time – all from one platform. We’ve built the studio-affi liate marketing intelligence layer that the iGaming industry has been sorely missing.”
BETTER AFFILIATE INTELLIGENCE
The platform now serves 1,000+ vetted publishers reaching more than 50 million casino players worldwide. The business case for better affiliate intelligence is stark: affiliates drive between 19 and 95 per cent of new depositing customers for operators depending on the market. In the UK alone – where affiliate influence is at its lowest from a percentage perspective – the slots market generates an estimated £798m annually through affiliate activity, translating to an average of £57k per slot game and in excess of £300k for top-performing titles. Galanis adds: “Despite this, there has never been a structured way for studios to understand, evaluate and engage with affiliate publishers at scale. FLG Analytics provides that structure. Our ultimate mission is to demonstrate just how valuable individual publishers are to a game studio’s revenue performance - at a game level and in total.”
FLG Analytics is available now. Studios can book a demo at
firstlookgames.com/ analytics or contact the First Look Games commercial team directly.
14 APRIL 2026 GIO
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