INNOVATION INSIGHTS


strengthen due to accumulated expertise, access to data, and more stable traffic acquisition processes.


At the same time, new teams will continue to emerge; however, the barrier to entry will keep rising. Without access to unique traffic sources, technological advantages, or niche expertise, it will become increasingly difficult for them to compete with established players and reach comparable volumes.


3.2 Changes in affiliates’ approach to selecting partner brands


Affiliates are increasingly shifting their focus toward non-financial factors when choosing partners – primarily brand reputation, payment reliability, and transparency of statistics. These


Part 2 1. PR TRENDS


1.1 Top PR trends in April 2026. In the second quarter, PR activity noticeably picks up: after revisiting strategies at the beginning of the year, brands start engaging more actively with media and building more structured communication. Against the backdrop of increasing competition, having a strong offer alone is no longer enough – what matters is how the brand presents itself and what it communicates. “At the same time, formats are also evolving: traditional press releases are gradually taking a back seat, giving way to case studies, interviews, and more ‘authentic’ content,” says Maria Bobrovskaya, Team Lead PR, Event, Production at N1 Partners.


The market is saturated, so those who deliver real value and communicate with their audience not in abstract terms, but through experience and concrete results, are the ones who win.


2. BRAND MARKETING STRATEGY 2.1 Which aspects of marketing strategy should brands focus on in April amid increasing competition?


The key focus should be on differentiation through brand positioning, not just through offer terms. In a market saturated with similar propositions, partners begin to make decisions based not only on numbers, but also on trust and stability.


This is reflected in affiliate behaviour: strong partners are more likely to work with brands that have a clear reputation and predictable processes. 2.2 What changes in marketing strategy should brands consider in April to maintain a competitive advantage?


Companies are gradually shifting their focus from short-term acquisition to long-term partner retention, strengthening efforts in content, PR, loyalty programs, and community development. This approach not only reduces dependence on a constant influx of new affiliates but also improves the quality of engagement with existing partners. This shift is largely driven by market saturation:


criteria are becoming critical amid rising risks and the instability of certain offers. As a result, the trend toward long-term partnerships is strengthening: more teams are favouring sustainable collaboration models over short-term offers with potentially high but unpredictable payouts.


“This approach reduces operational risks and enables building a more stable long-term unit economics,” says Vlad Chernov, Deputy Head of Affiliates at N1 Partners.


3.3 Types of partners that will see the most active growth in April


Media buying teams working with paid traffic will continue to grow most actively, along with content affiliates and SEO-driven projects


focused on long-term organic traffic acquisition. These models remain key due to their scalability and more predictable long- term economics.


At the same time, growth in alternative sources is accelerating – particularly influencer and Telegram traffic, which attract affiliates with help of flexibility, a lower barrier to entry, and the ability to test hypotheses more quickly. 3.4 What changes in partner behavior are likely to be most noticeable in April? Partners will increasingly diversify their traffic sources and GEOs to reduce dependence on any single channel. More cautious scaling and deeper analysis of unit economics can also be expected, especially in light of first-quarter results.


acquisition costs continue to rise, while competition for active affiliates intensifies. “In such conditions, retaining and developing the existing partner base becomes strategically more effective than aggressively acquiring new partners, especially given the increasing demands for transparency, support, and level of service,” notes Maria Bobrovskaya, Team Lead PR, Event, Production at N1 Partners.


2.3 How can marketers find the right balance between short-term results and long-term brand development?


The balance is achieved through a combined strategy: performance drives immediate results, while brand communications ensure long-term stability. If a brand focuses only on short-term gains, it becomes vulnerable in a highly competitive environment.


2.4 The most effective approaches to marketing budget allocation in Q2.


In the second quarter, many companies begin reallocating budgets toward a more diversified strategy. In addition to performance channels, there is increased investment in PR activities, content marketing, and event participation. This shift is driven by the fact that relying solely on paid traffic is becoming less stable, prompting brands to seek ways to strengthen their organic presence and build trust.


3. MARKETING CHALLENGES 3.1 What new challenges might marketing teams face at the beginning of Q2?


The key challenge remains the growing competition for partner attention, making it increasingly difficult for brands to differentiate themselves amid similar terms and offers. In an oversaturated market, standard acquisition tools are no longer delivering consistent results. As a result, marketing teams are forced to shift their focus from purely commercial terms to building reputation, improving communication quality, and shaping overall brand perception. This includes more systematic work with content, greater transparency in interactions, and the


development of long-term relationships with partners.


3.2 Which marketing strategies may become less effective in April?


Approaches based solely on financial terms are gradually losing effectiveness. When many programs offer similar payouts, partners begin to pay attention to other factors – such as brand reputation, quality of support, and operational stability.


3.3 Will it become more difficult to attract strong partners amid the large number of affiliate programs on the market?


This is largely due to the fact that strong affiliates have already formed a stable pool of partners and have become significantly more selective when choosing new brands. Decisions are increasingly made not only based on terms, but also considering reputation, stability, and quality of interaction.


In practice, this results in a longer onboarding cycle: new programs require more time to pass the evaluation stage and build trust. As a result, partnership launches slow down, and affiliate expectations become more demanding. 3.4 What signals in April may indicate that brands should reconsider their marketing strategy? A decline in partner engagement, weak response to new products, and lack of brand visibility in the media are key signals. “This is due to the fact that in a highly competitive environment, even a slight drop in activity quickly impacts a brand’s position,” says Maria Bobrovskaya, Team Lead PR, Event, Production at N1 Partners.


A KEY SHIFT IN THE MARKET April confirms a key shift in the iGaming market: increasing competition and rising traffic costs are driving higher demands for quality, sustainability, and a more strategic approach to marketing. Quick tactics and short-term solutions are gradually giving way to more systematic efforts – with a focus on LTV, partner retention, and traffic source diversification.


GIO APRIL 2026 19


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