OGQ: Unibet, Betfair and Superbet top the leading affiliate advertisers in Eastern Europe in spring 2022

Online Gambling Quarterly analysts have prepared detailed vertical/segment- and country-specific analyses that identify industry operators most frequently featured on key affiliate websites. This time the analysts took a closer look at Eastern Europe.

To benchmark brand/operator presence on affiliate websites, the Online Gambling Quarterly looked into the affiliate sites that appear among Google’s top 50 results for 20-30 betting- and casino-related keywords. The researchers then analysed the advertisers/brands (gambling websites) featured on each of the affiliate sites ranked. The number of affiliates that were among the top 50 Google results varies from country to country and thus had an impact on the overall ranking of advertisers/brands featured. For the final ranking, the Online Gambling Quarterly added up all appearances across both verticals and all analysed countries. Though many operators are in charge of several distinct websites, the teams prepared the analyses based on brands and websites, not individual operators.

Eastern Europe overview

Unibet and Betfair lead the cross-segmental/vertical ranking of websites in key Eastern European markets.

Unibet was featured on 53% of betting-specific affiliates and 64% of casino affiliates. Betfair appeared on 39% of all analysed betting affiliates and 29% of casino affiliates.

Superbet, 22bet, and LV Bet follow closely in the third, fourth, and fifth spots for the Eastern European market.

Betting-specific affiliate benchmarking

Across all Eastern European markets analysed, Unibet and Superbet are the most active brands on betting-related affiliate websites.

• Czech Republic – The analysis was based on 41 affiliate websites that made it into Google’s local top 50 search results for 20-30 betting-related keywords. Sazka, Tipsport and Chance are leading this ranking.
• Hungary – The analysis was based on 58 affiliate websites that made it into Google’s local top 50 search results for 20-30 betting-related keywords. Unibet, bet365 and 22bet are leading this ranking.
• Poland – The analysis was based on 118 affiliate websites that made it into Google’s local top 50 search results for 20-30 betting-related keywords. Totolotek and Forbet are leading this ranking.
• Romania – The analysis was based on 75 affiliate websites that made it into Google’s local top 50 search results for 20-30 betting-related keywords. Unibet, Betano and Betfair are leading this ranking.

Casino-specific affiliate benchmarking

Unibet and bet365 are the most active advertiser/brand on casino-related affiliate websites across the European markets Online Gambling Quarterly analysed.

• Czech Republic – The analysis was based on 41 affiliate websites that made it into Google’s local top 50 search results for 20-30 casino-related keywords. Chance, Tipsport and SynotTip are leading this ranking.
• Hungary – The analysis was based on 47 affiliate websites that made it into Google’s local top 50 search results for 20-30 casino-related keywords. Unibet, bet365 and 22bet are leading this ranking.
• Poland – The analysis was based on 43 affiliate websites that made it into Google’s local top 50 search results for 20-30 casino-related keywords. Betsson and Betsafe are leading this ranking.
• Romania – The analysis was based on 70 affiliate websites that made it into Google’s local top 50 search results for 20-30 casino-related keywords. Unibet and NetBet are leading this ranking.

For more business affiliate benchmarking data, please click here.