Power Affiliates 2023

Welcome to this year’s EGR Power Affiliates 2023 rankings. Affiliate firms once again rose to the forefront of the collective mind of the industry in 2022, with a slew of major M&A deals, strategic pivots and CEO appointments all grabbing headlines over the past 12 months.

The likes of Better Collective and GiG Media splashed the cash to further their offerings, while Catena Media opted to shed a series of legacy brands and grey European markets as part of its continued push into the US.

Better Collective snapped up media site InsideSport and display ads specialist Skycon, while GiG Media capitalised on Catena Media’s strategic shift to acquire the Malta-based affiliate’s AskGamblers business and its assets for €45m. Catena, with its focus mainly on the US, was happy to drop the brand and funnel much-needed capital into its stateside ventures.

The US, still firmly the darling in the eyes of the industry five years on from the fall of PASPA in 2018, continues to be championed by affiliate firms as either the jewel or jewel-elect in various crowns. A clutch of new online sports betting states was also music to the ears of affiliates looking to tap into the riches that the market promises.

Elsewhere, Europe continues to look to be a static region, seeing the likes of the UK, the Netherlands and Germany all facing regulatory headwinds, with knock-on impacts for

companies featured in this list. And with the white paper resulting from the Gambling Act 2005 review and more draconian marketing restrictions on the continent, affiliates are having to think on their feet to drive traffic and revenue alike.

A managerial merry-go-round has also seen CEOs swap places and new chiefs drafted in from outside of the industry. Indeed, the struggle for top talent will remain a key battleground for years to come.

Once again, EGR has partnered with accounting and business advisory giant BDO to crunch the numbers for a third consecutive year. BDO and EGR have a long-standing relationship, with BDO having worked on numerous editions of the Power 50 rankings for operators. BDO acts impartially to sift through the financials of each affiliate, where available, to most accurately place those that have made the grade.

BDO uses this information to create a growth score, which is then cross-referenced against last year’s performance using EGR’s expertise to allocate a position.

EGR gives thanks to BDO for its collaboration in compiling these rankings and likewise bet365 Partners for its continued support in sponsoring this year’s list.

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Bet365 Partners added: “Bet365 Partners is delighted to sponsor the EGR Power Affiliates list for 2023 and we look forward to continuing to develop out long-standing partnershipship with all that appear.”

The Power Affiliates rankings are compiled in partnership with BDO, one of the world’s leading accountancy firm and is a leading service provider to the online gaming sector.

1. Better Collective (1)HQ: DenmarkKey executive: Jesper SøgaardAccess to financials: Yes

The affiliate giant that is Better Collective has cemented itself as the leading light in the industry after another stellar 12 months to secure a sixth consecutive top spot in the EGR Power Affiliates rankings. A large geographic spread, strong top- and bottom-line numbers and a concerted effort to maintain its M&A pipeline has seen the Danish firm not only strengthen its position but put distance between itself and its competitors. The group closed out 2022 with full-year revenue of €269.3m, up 52% from the €177m generated in 2021, while also hitting its lofty US revenue target of $100m for the year. It is in the US where Better Collective is continuing to strengthen thanks to Action Network, VegasInsider, Scores&Odds and Rotogrinders, supported by partnerships with media brands such as the New York Post and Chicago Tribune. The group is live in 21 US jurisdictions and has a presence in Canada due to the acquisition of Canada Sports Betting in March 2022. M&A has continued into 2023 with a deal to acquire InsideSport in February giving the firm a foothold in India, while a £45m move for UK-based display ads specialist Skycon in April bolstered its paid media division. During Q1, Better Collective took its stake in long-term rival Catena Media to 8.5%. 

2. Gambling.com Group (3)HQ: IrelandKey executive: Charles GillespieAccess to financials: Yes

Riding high on the wave of the double M&A move for BonusFinder and Roto Sports last year, Gambling.com Group has continued to come into its own as one of the leading affiliates in the sector. Spearheaded by veteran CEO Charles Gillespie, the company achieved its best year ever in 2022 “across nearly every metric” as it continues to champion its strategy of leading with organic growth as its “North Star” and a core focus across the pond. North America revenue soared more than 380% year on year (YoY) during 2022 to $35.9m, with successful launches in key markets including Maryland and New York. Partnership deals with media conglomerates The McClatchy Company and Gannett have also expanded the firm’s reach stateside. The former boasts operations in 29 US states via local media brands, while Gannett is the publisher behind USA Today, one of the largest news outlets in the country. Strong growth in the often-downplayed UK and Ireland markets of 32% helped total group revenue increase more than 81% in 2022 to $76.5m. NDCs also leapt from 117,000 to 273,000.  

3. GiG Media (4)HQ: MaltaKey executive: Jonas WarrerAccess to financials: Yes

Major M&A was the name of the game for GiG in 2022 after the firm snapped up AskGamblers and its associated brands from Catena Media for €45m in December. One of the largest affiliate portals in the world, AskGamblers added a significant bow to GiG’s quiver, along with the acquisition of Johnslots and Newcasinos. The acquired sites generated revenue of €12.9m in the first nine months of 2022 and around 53,000 NDCs over the course of the year. These additions will add to the group’s strong 2022 financial performance moving forwards. GiG posted a 37% organic rise in the division to an all-time high of €61.7m during 2022 and an EBITDA increase from €21.6m to €29.4m, another new record. Diversification played a key role for the group in 2022 as it launched 15 new websites across 10 markets and three verticals. New acquisition channels including Spotify and TikTok were also launched, while a partnership with News UK has resulted in significant player intake and revenue from the UK. An affiliate licence in Greece was also awarded, while consolidation of its Nordic base continued to support the business. The Americas also proved to be fertile hunting ground, with nine new US state rollouts and Ontario added to operations, as well as growth in Latin America with launches in Peru and Colombia.

4. Catena Media (2)HQ: MaltaKey executive: Michael DalyAccess to financials: Yes

The last 12 months could be described as a transitionary period for Catena Media. The Stockholm-listed company initiated a strategic review in May into the potential sale of AskGamblers and other assets, which were eventually offloaded to GiG. By August, this review had expanded to encompass annualised savings of at least €5m from its European business including headcount reduction and grey market exits. The review culminated in a 25% cut of its European workforce and the offloading of grey assets, with a realigned focus on the US. Under CEO Michael Daly, this push resulted in North America revenue jumping 31% YoY in Q4 to €21.5m, accounting for 78% of group revenue, with the launch of sports betting in Maryland in November helping to boost these figures. Daly has previously spoken of the potential to float in the US to reflect the desired approach for the business moving forwards, yet in January, Catena appointed Carnegie Investment Bank as financial adviser to assist with the potential sale of assets or a public tender offer

5. Clever Advertising (8)HQ: PortugalKey executive: José Pedro PanzinaAccess to financials: Yes

Clever Advertising jumps three spots and breaks into the top five after yet another strong year of financial growth. Figures shown to BDO revealed revenue, EBITDA, profit and first-time depositors were all up significantly in 2022. Furthermore, Clever Advertising established its presence in Latam with Argentina and Ecuador as well as in Africa with launches in Angola and Mozambique. The affiliate counts major operators such as bet365, Betano and Romania’s Superbet among its partners, delivering more than 2.2 million registrations and over 13 billion impressions across social media during 2022 alone. With a focus on organic growth, both in terms of the business and personnel, M&A and big-name hires took a backseat. Instead, Clever Advertising launched two new product verticals in the shape of SEO and influencer marketing.

6. Raketech (5)HQ: MaltaKey executive: Oskar MühlbachAccess to financials: Yes

Raketech posted an all-time record revenue in Q1 of €15.8m, representing a 24% organic increase on Q1 2022. The group’s core affiliate marketing arm saw revenue jump 32% to €10.8m, while sub-affiliation generated record revenue of €3.6m. Strong growth outside of its Nordic heartlands, Latam and India were core reasons behind the increase. Looking back on 2022, Raketech successfully transferred its previously acquired Infinileads assets into the central company operations. Several sub-affiliates were onboarded to its AffiliationCloud platform and invested into the arm to shorten the time to full launch for its partners. Elsewhere, a new office was opened in Lisbon to add to its existing Maltese base. Raketech continues to be a remote-first firm but is looking to beef up its headcount ahead of a concerted US drive.

7. XLMedia (6)HQ: UKKey executive: David KingAccess to financials: Yes

XLMedia achieved a 24% YoY rise in revenue for continuing operations in FY 2022, partly under the stewardship of former Time Out exec David King who was appointed as CEO in July following the departure of Stuart Simms. Simms subsequently joined Oddschecker as its chief exec, but the Jersey-based affiliate has seemingly experienced no hangover from the changing of the guard. A focus on North America saw the firm launch two new brands within the Saturday Inc. portfolio, while putting pen to paper on partnership deals with Newsweek and regional publications such as Cleveland.com and AM New York. The group’s European operations have been undergoing a restructure from a large number of sites to a curated, smaller portfolio. XLMedia said it has maintained its market presence as a result. Additionally, the group has removed thousands of gaming-focused sites and now leads with four key platforms. Elsewhere, the sale process for its personal finance division is continuing and is, at the time of writing, at an advanced stage. Despite the top-line numbers looking positive, its share price has plunged by more than 60% over the last 12 months.

8. Spotlight Sports Group (10)HQ: UKKey executive: Mark RenshawAccess to financials: Yes

Another affiliate under the leadership of a new CEO, Spotlight Sports Group promoted COO Mark Renshaw to the top job in November 2022 after 14 years with the company. Renshaw had already played a key role in significant milestones for the Racing Post parent company, with the powers that be promoting him to initiate global growth. This growth has been squarely focused on North America, with the group’s Pickswise and Fantasy Alarm brands going from strength to strength. Pickswise boasts a seven-figure monthly audience base with improving dwell time across the platform. The brand has also noted strong gains in both usership and social media followers over the last 12 months. DFS-focused Fantasy Alarm shifted from a subscription-based model to an SEO-driven strategy, which has seen organic web traffic leap too. Back on home soil, the Racing Post continues to be the prized asset. A new app was launched last year, while traffic has continued to rise significantly.

9. Oddschecker Global Media (9)HQ: UKKey executive: Stuart SimmsAccess to financials: Yes

The Oddschecker grid is perhaps one of the most recognisable platforms in UK sports betting, and the affiliate has continued to attract the watchful eyes of punters. The latest data from the company showed the odds comparison service had 2.2 million unique site users in April across the UK and Ireland, with a further 2.1 million unique users worldwide on its WhoScored platform. Another affiliate with a new head in the top seat, the aforementioned ex-XLMedia CEO Stuart Simms arrived in November after being selected by the new owner, investment firm Bruin Capital, with Bruin Capital CEO George Pyne describing Simms as an “industry heavyweight”. The timing marked one year since Oddschecker was acquired from Flutter Entertainment in a £155m deal. A core component of Bruin Capital’s strategy to acquire the firm came in its aspirations to tackle the US market. Oddschecker penned a partnership with Yardbarker Media ahead of the start of the NFL season last year to deliver content and SEO assistance across the latter’s brands. Elsewhere, Oddschecker welcomed LeoVegas-owned BetUK, esports betting startup Midnite and bookmaker Star Sports to its grid in the last year.

10. KaFe Rocks (7)HQ:  MaltaKey executive: Lidija KrickovicAccess to financials: No

A slightly rocky 12 months for KaFe Rocks has seen the Malta-based business slip down the rankings after last year’s seventh-place finish. In 2020, the group rocketed to finish fifth after debuting at 25th in 2019. CEO Simon Pilkington stepped down last December after three years. Last year, the market was talking up Glitnor Group’s latest M&A move to acquire KaFe Rocks in an undisclosed deal, with the agreement put in place in February 2022. However, in November, the pair mutually agreed to abandon the transaction, citing “market conditions”. Both Glitnor Group and KaFe Rocks said the decision bore no relation to Pilkington’s resignation. Despite that dual blow. Kurt Paris was onboarded as head of engineering and will play a key role in building the group’s platform. KaFe Rocks also went live in Canada, Chile, Colombia, Italy, the Netherlands, Spain, Switzerland and New Zealand in 2022, while expanding its US footprint with its Time2play.com brand in various states.

11. LiveScore (13)HQ: GibraltarKey executive: Sam SadiAccess to financials: Yes

LiveScore spent 2022 tapping into product and personality as the firm saw engagement soar off the back of adding footballing legend Cristiano Ronaldo as a brand ambassador. The addition of the former Real Madrid star has meant the firm has leveraged his mass popularity, with its social media audience soaring, along with its engagement rate on all posts. The launch of a new TikTok channel has resulted in more than 1.3 million followers and 31.5 million likes. Product has been a core focus for the company too, most notably the LiveScore 6 free-to-play prediction game which offers users the chance to win £100,000. New widgets for bet builders and accumulator insight have also helped in its push for convergence to its own sports betting propositions. The group’s live streaming capabilities were also bolstered after securing the exclusive rights to broadcast the FIFA Club World Cup free-to-air to fans in Ireland. The deal built on its existing rights to stream all Champions League games for free until 2024 in the country. LiveScore also has its sights set on the Netherlands, with a beta version of a Dutch language app rolled out. The future looks bright for the company, especially when factoring in the £50m investment from Swiss media firm Ringier in September, valuing the business at £500m.

12. Natural Intelligence (11)HQ: IsraelKey executive: Jonathan EdelshaimAccess to financials: No

A mainstay in the Power Affiliates rankings since the rundown began in 2017, Natural Intelligence is an affiliate giant with an ecosystem that extends into igaming. Without access to the group’s financial performance, comparison with fellow affiliates remains difficult, but 2022 saw sweeping change at the Israeli company. Founder Nir Greenberg took the decision to vacate his position as CEO and is now the executive chair at the firm. Greenberg was replaced internally by general manager and former 888 executive Jonathan Edelshaim in August, with Natural Intelligence being led by a new CEO for the first time in its history. Tomer Sanderovich was also promoted from within, being named chief product officer after four years across the product development arm. Away from the C-suite, Natural Intelligence added 100 employees to its headcount in 2022.

13. Livesport Media (12)HQ: MaltaKey executive: Pavel KrbecAccess to financials: No

Livesport Media, part of the Livesport Group, is one of Europe’s largest sports betting affiliate sites, driven by the prominent FlashScore brand that has become millions of people’s go-to site for live sports scores and match previews. In November, the group broke its own record for users in one month after 116 million people visited its 70+ websites. Livesport Media has also attained more than 100 million app downloads and regularly boasts more than 100 million monthly users. In January 2023, the group appointed Pavel Krbec from Czech insurance firm Rixo as its new CEO, with the new boss confirming plans are being put in place to monetise some of its content. In November, the group launched its FlashScore News portal and followed that up by acquiring eFotbal.cz to bolster its offering. Elsewhere, the company is committed to helping those impacted by Russia’s invasion of Ukraine, with Livesport Media having donated CZK22.5m (£829,687) to various causes at the time of writing.

14. Traffic Lab (18)HQ: DenmarkKey executive: Sebastian AgerskovAccess to financials: Yes

An impressive surge in Traffic Lab’s financial performance has catapulted the affiliate up the rankings this year as it looks to edge closer to breaking into the top 10. A slip in its position last year has been rectified, with the launch of five sites in Canada, New Zealand, Norway, Denmark, Sweden, the US and the UK helping to drive the business. The launch of a programmatic offering in November is already delivering positive returns, while new launches in Brazil, Chile and Portugal have expanded Traffic Lab’s global footprint. The group also streamlined its number of promoted brands, with the slimming down connected to a shift to revenue share and fixed-fee contracts, which benefited its bottom line. While the company didn’t execute any M&A in 2022, it did appoint Rune Jørgensen as its new head of M&A in September. Traffic Lab is looking for an aggressive acquisition push this year, with deals being weighed up by the senior team. In that senior team there has been a raft of additions since July, with Kristoffer Holten joining as chief operating officer, Oisín Mac as chief technology officer and Rasmus Nyåker as chief product officer. Total headcount has increased to 110 from 76 in 2021.

15. Web International Services (16)HQ: MaltaKey executive: Paul ScheuschnerAccess to financials: Yes

After smashing its way to a 16th place debut finish in last year’s rankings, Web International Services (WIS) has gained one position this year. With BDO afforded access to the private company’s financial data, the group has maintained it strong 2021 performance. The last 12 months have been spent with a core focus on developing product, especially around content and design across the firm’s platforms. This has resulted in more than 230,000 monthly users to its site, translating into 420,000 monthly page views. The 60-person strong company, which celebrated its 10th anniversary last year, added former Catena Media exec Roberta Galea as head of design in October to help drive UX and UI across the group’s online properties. Elsewhere, thepunterspage.com, which was launched in 2021, has been bolstered by the addition of a new extensive stats page. Looking to the future, the group has set its sights on India after recently launching in the world’s most populous country.

16. OLBG (19)HQ: UKKey executive: Richard MoffatAccess to financials: Yes

More than 20 years after being established in Bristol by Antony Portno, OLBG continues to be one of the most popular affiliates in the UK. The vast network of forums, reviews and its Tipster platform has seen the OLBG app installed more than 1.1 million times, with more than 500,000 active users across its site. A strong financial performance in 2022 helped the affiliate improve on its 19thplace finish in 2022. Continued expansion into Ireland, Australia, Canada and the US has also bolstered OLBG’s presence. Returning to its Tipster platform, the UK-headquartered affiliate trumpets that more than £1m has been paid out to the community, with more than 800 individual monthly prizes to be won. This has been replicated in the US with its Picks contest across American football, baseball, basketball, hockey and horseracing. Furthermore, company veteran Steve Madgwick was promoted to editor-in-chief in August after 17 years of association with the firm as a freelancer, consultant and social media expert.

17. Acroud (17)HQ: MaltaKey executive: Robert AnderssonAccess to financials: No

Acroud’s full-year 2022 revenue jumped 25% to €30.9m, while EBITDA leapt 40% to €7.9m but just missed out on the group’s forecasted expectations of between €8m and €10m. Acroud is expecting to increase full-year EBITDA by an average of 20% per year until 2025, with an aim to keep the net debt to an EBITDA ratio of below 2.5x. In July, the business issued senior secured bonds totalling SEK225m while also redeeming existing bonds of SEK300m to give it a capital boost. Operationally, the group acquired 60% of the share in affiliate firm Acroud Media in October for £5.1m as it looks to expand into the sports betting space. Bosses said the move would hopefully double the intake of NDCs. Finally, Tricia Vella was promoted to CFO in April after serving as the company’s financial controller since August 2019.

18. Blexr (14)HQ: MaltaKey executive: Paudie O’ReillyAccess to financials: No

The headline news for Blexr over the last 12 months was the six-figure acquisition of ThePogg in April. The transaction will see ThePogg’s online casino review platform and its alternative dispute resolution (ADR) service added to the affiliate’s growing portfolio. The swoop for the UK-based firm followed up Blexr’s expansion into New Zealand after it snapped up CasinoReviews.net.nz in an undisclosed deal. Meanwhile, the Malta-based firm continued its strategy of adding proven talent to its top team with three key hires. Natasa Stojcic joined from Raketech to become head of commercial while Owen Pritchard was named VP of content and brand. Former Financial Times tech lead Daniel Murley was installed as VP of technology in August.

19. Game Lounge (15)HQ: MaltaKey executive: Jonas CederholmAccess to financials: No

It was all change at Game Lounge in 2022 as the Maltese firm underwent a brand refresh to better reflect its position in the market. The group said the new identity was centred around its commitment to providing value to its users, partners and employees. On the people front, Game Lounge promoted Keith Cassar in February to become the new chief data and analytics officer after more than two years as head of data. In the US, former Betsson and PokerStars manager Tomas Jira was hired as head of affiliates. Staying stateside, Game Lounge secured licences in Michigan and Massachusetts to take its presence in the US to nine states. In Michigan, the affiliate will cover both casino and sports betting, but sports-betting only in Massachusetts for now at least. Game Lounge also rebranded its Japan-facing casino to become JAPACASI in a bid to provide a more localised product to its audience in the Far East.

20. Vita Media Group (21)HQ: DenmarkKey executive: Jimmi MeilstrupAccess to financials: Yes

Returning to the top 20 for what is its third consecutive year in the Power rankings, Danish affiliate Vita Media Group used 2022 as an “investment year” as it aimed to grow its product offering and geographic reach. The firm launched its affiliate network, Affilisearch, to drive its expansion into the US. The platform combined invite-only publishers and more than 700 brands into one network, which handles more than 15 verticals and is positioned to further expand into more US states. The Affilisearch team looks set to double in size by the end of the year. Elsewhere, the group relaunched its loyalty platform and retention engine Ekstrapoint, which is now present in more than 25 countries with over 130,000 users. M&A has also continued, with Vita adding ShadowBit, Lanadas Casino and Dealers Casino to its arsenal. On the personnel front, Jan Kreiberg was appointed as COO, Michael Asselta joined as director of Affilisearch and Jonas Miclea was recruited as Ekstrapoint CTO.

21. QiH Group (*New Entry*)HQ: UKKey executive: Jamie WaltersAccess to financials: Yes

Making its debut in the Power rankings, London-based QiH Group spent 2022 overhauling its infrastructure to allow it to be in prime position to expand its UK market share while also making a concerted push in the US. Changes included a new website platform, improved user journeys, a rebuild of its data warehouse and the integration of real-time data flows. There was also physical growth as the business expanded its London HQ and built a new high-spec space in the North Macedonian capital of Skopje. In the US, QiH is licensed in three states (Pennsylvania, New Jersey and Michigan), with licensing applications pending in a further five states. Impressively, the affiliate notes 50% of its leadership team and line managers are female. This includes the firm’s new head of HR, Andrea Talreja, who headed up HR for Pizza Hut parent company Yum Brands for six years. Former Bethard exec Philip Bell also joined as head of partnerships and ex-Paddy Power Betfair staffer Max Howard was named head of CRM.

22. Checkd Media (23)HQ: UKKey executive: Jamie KnowlsonAccess to financials: Yes

Manchester-headquartered Checkd Media is looking to replicate the community feel it has moulded in the UK through its uber-strong social media following in the US, and named its first-ever head of US operations in August in the shape of Callum Broxton. The group’s FlashPicks brand has already partnered with FanDuel, DraftKings and Caesars and managed to reach UK levels of CPA in the US before the 2022 NFL season. Checkd Media plans to build a FlashPicks app, based on the Betting Hub template in the UK, to cater for specific US audience needs. Product and media launches, including podcast No Tippy Tappy Football with Sam Allardyce, in partnership with William Hill, has driven six-figures worth of stakes for the bookmaker. The ITV7 free-to-play picks game during the Cheltenham Festival broke the two million impressions barrier, while overall Cheltenham Festival content reached 65 million people across social media.

23. TAG Media (24)HQ: UKKey executive: Tom GalanisAccess to financials: Yes

After completing the acquisition of Punters Lounge in early 2022, TAG Media focused its energies on technically developing the platform ahead of its relaunch on 28 March this year. The build-out saw the company add eight more staff to its full-time team, taking the total headcount to 35 across Europe, Africa, Asia, Latam and North America. Financially, revenue and first-time depositors both increased in 2022 compared to 2021 levels. As with many affiliates in the rankings, TAG Media has also set its sights on the US with the launch of TopNJOnlineCasino. The launch marks the group’s first foray into the paid media space in the US, with the portal already delivering first-time depositors to casinos in New Jersey. Other product launches include TAG Connect, which is a solution for operators to search for affiliates and an upgrade to the First Look Games platform.

24. OneTwenty (*New Entry*)HQ: IrelandKey executive: Chris RussellAccess to financials: Yes

Another new entrant into the rankings, OneTwenty has spent the last few years enacting a dual strategy of organic growth and M&A to make the list. In late 2021, the company acquired Seven Star Digital and turned around the business’ fortunes after a 90-day reinvigoration plan was put in place. The UK-facing brand boasts three websites and a large igaming user base. Additionally, at the end of 2022, OneTwenty snapped up Moneta Communications and its associated assets, horseracing.net and bettingodds.com. Once again, a 90-day plan shifted the business from loss-making to turning a profit within three months. A focus on a multi-channel approach has propelled OneTwenty to more than one million users a month via paid media, organic search and push marketing. Finally, financial expert Ray Kirwan was named as CFO, with OneTwenty also committed to internal talent development.

25. iGaming Nuts (*New Entry*)HQ: UKKey executive: Adam BielinskiAccess to financials: Yes

The EGR Power Affiliates 2023 rankings kicks off with a debut entrant in the shape of iGaming Nuts. The firm, which works with leading operators such as bet365, 888, Betsson and Unibet, attracted more than 100,000 new users across its portfolio of sites in 2022. Its top three brands are based in Brazil, Poland and the Netherlands, with 2022 bringing two new market launches in Japan and Canada. In the 2022 rankings, iGaming Nuts was named as a ‘ones to watch’, and in the 12 months since, a commitment to engaging with AI and data automation has seen it make the breakthrough into the top 25. Elsewhere, a 20% increase in its headcount in 2022, including the addition of key business development heads and a HR manager, indicates the pace of growth at the business.

MediaTroopersHQ: USKey executive: Shmulik Segal

Co-founded by Benjamin Truman and Shmulik Segal in 2019, MediaTroopers has looked to ride the wave of growing popularity of sports betting and igaming in the US. CEO Segal boasts experience at Aspire Global, Playtika and seven years at Playtech, including three as head of product. COO Truman brings digital marketing expertise from his time in the US and Israel. The affiliate added former Acroud head Clinton Cutajar as CTO in January 2022 and occupies offices in Pennsylvania, Malta and the Isle of Man. In April this year, industry advisory firm SCCG Management expanded its partnership with MediaTroopers to bolster its offering towards making further inroads in the US. The firm uses a combination of revenue share and CPA models in the US, with a presence in states including New York, New Jersey and Michigan.

Mr Gamble (Cashmagnet)HQ: MaltaKey executive: Paavo Salonen

Malta-based Mr Gamble is the leading affiliate brand from parent company Cashmagnet. Another company that was established in 2019, Mr Gamble is the brainchild of Jonas Kyllönen (chief revenue officer) and Paavo Salonen (chief operating officer). The company’s journey so far has been peppered with M&A, including the acquisition of UKBingoSites.co.uk earlier this year. Parent company Cashmagnet has also moved to merge brands within its portfolio into the leading Mr Gamble platform to expand its offering and reach . In March, former Betsson and ComeOn Group head Paul Puolakka was appointed as chief marketing officer. In the same month, Mr Gamble rolled out a  new website with a core focus on UX and functionality. Mr Gamble boasts affiliate sites in Finland, the UK, Canada, New Zealand, the US, India and Japan, as well as a global platform. The Japanese platform official launched in February 2023.