Power Affiliates

EGR Global


Welcome to the 2017 edition of EGR’s annual Power Affiliates. The egaming affiliate marketing sector continues to change apace and the following list aims to provide a comprehensive guide to those leading what remains a critical segment of the wider online gaming industry.


Egaming affiliation has made great strides in recent years, and in the last 12 months alone many businesses have demonstrated a greater degree of maturity and professionalism – and this trend has been reflected in the changes contained within this year’s list.


We have extended the number of entries in the ‘super affiliates’ section, which only made its debut in 2016 after it became increasingly difficult to categorise firms by a single vertical. The rapid rise of huge media publishing houses and digital marketing companies, such as XLMedia and Catena Media, means the sector is now headed up by a new breed of affiliate.


This has given rise to an even greater amount of M&A in the egaming affiliate space than was seen prior to our 2016 Power Affiliates. The aforementioned XLMedia and Catena Media have been some of the most active companies, but the likes of Gaming Innovation Group/Innovation Labs, RakeTech Group and Game Lounge have also been growing via acquisitions.


Such has been the volume of M&A deals of late, it was suggested by one affiliate expert, who helped EGR Marketing compile this year’s list, to change the category name from ‘super affiliates’ to ‘acquisition hungry affiliates’ – an idea which may come to fruition next year if the current trend continues.


However, the increasing number of super affiliates in this year’s list should not distract from the hard work put in by some of the more modestly-sized companies. While these players may not have the scale of the big guns, they still have a huge role to play in the egaming sector.


Finally, to give you some idea of how we compile the EGR Power Affiliates list, we sought the expertise of affiliate managers, consultants, digital marketing firms and some affiliates themselves, each providing insight and analysis of the current market. Metrics used by EGR to judge the final list include scale, influence, international exposure, brand recognition and multi-channel strength.


Click here for additional information on each company listed in the rankings (subscriber-only content).


Super affiliates

Better Collective
Main brand/domain: Bettingexpert
Founder/principal: Jesper Søgaard

Catena Media
Main brand/domain: AskGamblers
Principal: Robert Andersson

Game Lounge
Main brand/domain: SveaCasino
Founders: Jonas Cederholm and
Fredrik Langeland

Innovation Labs
Main brand/domain: N/A
Principal: Richard Brown

Natural Intelligence
Main brand/domain:
Top 10 Sports Betting Sites UK;
Top 10 Best Online Casinos
Founder/principal: Nir Greenberg

RakeTech Group
Main brand/domain: Betting.se
Founder: Johan Svensson

RakeTech Group

Rise Project
Main brand/domain: N/A
Founder: Richard Skelhorn

Main brand/domain: N/A
Founder/principal: Ory Weihs


What's in a name?

Super affiliates are now the dominant force in the egaming affiliate marketing sector. However, there is often disagreement, and few succinct definitions, over what constitutes a super affiliate.


While M&A was often the main factor, to make EGR Marketing’s list affiliates had to fulfil more than one of the following criteria:


• A track record of completing acquisitions in the sector

• A high degree of professionalism

• Significant scale compared to smaller affiliates

• Operate across multiple verticals and can’t be pigeonholed into a particular one

• A strong presence in more than a single geographical market


At The Races
Main brand/domain: AtTheRaces.com
Principal: Matthew Imi

At The Races EGR Awards

Caledonian Publishing
Main brand/domain: Bettingpro.com
Founder/principal: Devendra Damani

Checkd Media
Main brand/domain: Footy Accumulators
Founder/principal: Jamie Knowlson

Clever Advertising
Main brand/domain: N/A
Founder/principal: Luis Rodrigues

Clever Advertising

Main brand/domain: Easyodds.com
Principal: James Garmston

Free Super Tips
Main brand/domain: FreeSuperTips.co.uk; MyRacing.com
Founder/principal: Jake Apperley; James Prosser

LiveSport Media
Main brand/domain: FlashScore.com
Principal: Martin Hajek

Moneta Communications
Main brand/domain: Betting Directory
Founder/principal: Danny Campbell

Main brand/domain: Oddschecker.com
Principal: Toby Bentall

Main brand/domain: OLBG.com
Principal: Richard Moffat

Main brand/domain: Punters.com.au
Founder/principal: Luc Pettett

Racing Post
Main brand/domain: RacingPost.com
Founder: Mohammed Bin Rashid Al Maktoum

Main brand/domain: SofaScore.com
Founder/principal: Ivan Beslic; Zlato Hrkac


Main brand/domain: SuperScommesse.it
Founder/principal: Riccardo Mittiga


Main brand/domain: N/A
Founder/principal: Ian McDonnell; Paudie O’Reilly

Main brand/domain: Casinomeister.com
Founder/principal: Bryan Bailey


Casino Listings
Main brand/domain: CasinoListings.com
Founder/principal: Jeremy Wilson

Main brand/domain: CasinoManual.co.uk; Online-Slot.co.uk; BestSlots.co.uk
Founder/principal: N/A

Main brand/domain: Casino.org
Founder/principal: N/A

KAX Media
Main brand/domain: Gambling.com
Founder/principal: Charles Gillespie

KAX Media

Credit: Conor McCabe Photography

Latest Casino Bonuses
Main brand/domain: LatestCasinoBonuses.com
Founder/principal: Joshua Chan; Nikola Zugic

Online Casino Reports
Main brand/domain: OnlineCasinoReports.com
Founder/principal: Oren Arzony


15 Marketing
Main brand/domain: OhMyBingo
Founder/principal: Ben Starr

Main brand/domain: BingoPort.co.uk
Principal: Andrew Housego

Main brand/domain: BingoMum.co.uk; Bingotastic.com
Founder/principal: Andrew Palmer

FTD Digital
Main brand/domain:
Best New Bingo Sites
Founder/principal: Luke Creigh

Lindar Media
Main brand/domain: Two Little Fleas
Founder/principal: Savvas Fellas

Lindar Media logo

Little Star Media
Main brand/domain: Super Free Bingo
Principal: Kylie Morgan

Main brand/domain: Loquax.co.uk
Founder/principal: Jason Dale

Madabout Media
Main brand/domain: Madaboutbingo.com
Founder/principal: Andy Edwards

Rovert Media
Main brand/domain: Mobile Bingo Sites
Founder/principal: Trevor Edwards

Main brand/domain: WhichBingo.co.uk
Founder/principal: Phil Fraser

WhichBingo EGR Awards

Winners Media
Main brand/domain: Busy Bee Bingo
Principal: Matthew Kennedy


Main brand/domain: PokerVIP
Founder/principal: Jamie Nevin

Main brand/domain: PAS.net
Founder/principal: Chris Carlson

Main brand/domain: GipsyTeam.ru
Founder/principal: Sergei Rybachenko

iBus Media
Main brand/domain: Poker News
Principal: Jon Squires

iBus Media - Jon Squires

Main brand/domain: MaisEV.com
Founder/principal: Jeff erson Haach

Main brand/domain: PocketFives.comFounders:
Riley Bryant; Adam Small; Cal Spears

Main brand/domain: PokerListings.com
Principal: Matt Showell

Main brand/domain: Pokeroff .ru
Founder/principal: Andrei Doktoroff

Main brand/domain: PokerStrategy.com
Principal: Damian Sokol