ICE REVIEW
One link, unlimited opportunities: The smarter optimisation for iGaming affiliate campaigns
Across teams and iGaming operations and brands of all sizes, a common denominator seems to invite significant cross-functional effort: driving traffic. So much so that traffic management and utilisation beyond this point is all but forgotten, says Udit Verma.
S
ay, you’re able to bring in thousands of interested players every day. How do you ensure they convert? Without a mechanism in place to give each engaged prospect a “good” offer, the cost that goes into creating the lead funnel is duly wasted.
But it doesn’t have to be. Especially at the advertisers’ end, where multiple live campaigns, across global geos in various currencies, are available to provide each user with exactly the experience they’re looking for.
Whether the prospect sits at the awareness stage or is ready for action – right at the funnel-end – the use of smartlinks enables routing aimed at traffic optimisation and eventual conversion.
HOW DO SMARTLINKS IMPROVE TRAFFIC MANAGEMENT?
At Affnook, we have seen smartlinks solve one of the most persistent challenges faced by iGaming advertisers: matching varied, diverse inbound traffic with the best live campaign opportunity. The old way of doing things would mean every prospective player is rushed in the same direction. But that’s not helpful, and leads to hesitation, drop-offs, and registrations with no activity. Smartlinks assess key parameters at the moment of the click – location, device type, language, and indicators of intent – to determine the most suitable campaign for the given individual.
The marketing ROI for operators, brands, and affiliate networks running multiple campaigns across regulated and emerging markets becomes more stable. Advertisers using Affnook have noticed that this smart traffic allocation system allows players who are ready to deposit to be routed to high conversion offers, and so on. As campaigns reach caps, pause, or change performance thresholds, traffic is automatically redistributed without disruption. The result?
• Greater traffic utilisation. • Reduced leakage across the funnel. • Higher overall conversion efficiency.
DRIVE BETTER OUTCOMES ACROSS EVERY SINGLE CAMPAIGN Smartlinks are more than a routing tool. They act as an intelligent optimisation layer between traffic and
offers, matching every click with the most relevant and profitable opportunity in real time. Here is how that translates into real advantages for iGaming businesses:
Simplify campaign management – Smartlinks removes campaign complexity by consolidating traffic into a single link, reducing manual work for affiliates and routing effort for operators. Strengthen geo-targeting compliance – Smartlinks automatically direct users to location-approved offers, preventing compliance issues and costly mistakes.
Track best performing offers in real-time – Campaign performance changes constantly. Smartlinks analyses clicks, registrations, and deposits in real time, automatically directing traffic to the highest converting offers without manual effort.
Better routing without manual split-testing – Traditional A/B testing takes time and effort. Smartlinks handle testing and optimization automatically, making instant routing decisions based on real data and user behaviour. Improved monetisation – More relevant offers mean higher engagement, better deposit rates, and stronger lifetime value. Affiliates earn higher EPCs, while operators and brands achieve better ROI from the same traffic.
THE RESULTS ARE EVIDENT Across 5,000 odd campaigns run on Affnook, operators, brands, and affiliate networks were able to improve conversion rates, without adding operational overhead.
“Smartlinks changed how we manage traffic. Instead of manual rotations, the link optimises automatically. Our registration-to-deposit rate improved within weeks, especially across mixed GEOs.” – Affiliate Manager.
In fact, advertisers report happier affiliates, who focus on driving quality traffic while optimization happens automatically in the background.
CONCLUSION
Traffic alone is no longer enough for modern iGaming businesses. The real advantage lies in how intelligently that traffic is utilised. Smartlinks match every click with the most
relevant offer, reducing wasted spend and increasing conversions.
For operators and brands, this means better ROI. For affiliate managers, smoother performance. For affiliates, higher conversions with less effort.
In a competitive industry, smarter optimisation is essential. And that’s exactly what smartlinks deliver.
About the author: Udit Verma, Co-Founder & Chief Marketing Officer – Affnook
Udit Verma is a dynamic marketing leader and growth strategist whose work has shaped the performance marketing landscape across Asia, the Middle East, and Europe. As the Co-Founder and Chief Marketing Officer of Affnook, Udit has played a pivotal role in building globally recognised SaaS brands that enable businesses to scale their partner marketing, optimize user acquisition, and unlock data-driven growth. A visionary in digital transformation, Udit began his entrepreneurial journey at a young age, quickly establishing a reputation for blending creativity with analytical precision — a leadership trait echoed in the recognition of his early excellence and cross-regional impact. His expertise spans performance marketing, product positioning, multi-market go-to-market strategy, partner ecosystems, and SaaS category building, contributing significantly to the expansion of the fast-growing Martech industry.
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