N1 Partners: The tools of engagement
Gambling Insider speaks to Vlad Chernov, Deputy Head of Affiliates at N1 Partners about the trials, tribulations and rewards of affiliate marketing in the modern gambling industry.
From your experience, what do you think has been the biggest change in affiliate marketing in the gambling industry of the past 12 months – and how will this change the landscape in 2026?
Over the past 12 months, one of the biggest changes has been the noticeable decline in available traffic from many Tier-1 geos that affiliates previously relied on heavily. At the same time, Google has tightened its moderation rules, making it much harder to launch and scale campaigns effectively. This shift has forced affiliates to explore alternative markets and diversify acquisition channels to maintain growth. By 2026, the landscape will likely be defined by stricter compliance, more innovative traffic sources, and an even stronger emphasis on sustainable, high-quality player acquisition.
What would you say are the current pressure points for affiliate managers in the modern gambling industry?
One of the biggest challenges right now is how unpredictable traffic has become – what worked last month might not work at all today. Affiliate managers are constantly juggling short-term results with the bigger picture, trying to nurture partnerships that actually last. On top of that, keeping communication smooth, while rules and campaigns keep shifting can be exhausting.
It’s really about being adaptable, creative and building real trust, rather than just hitting numbers on a dashboard
How has partner relationship building in the affiliate sphere been revolutionised by the proliferation of social media in the modern era?
Social media has made communication with partners more immediate and transparent. Instead of relying solely on formal meetings, managers and affiliates can now interact daily, share insights and build trust through many media channels. This has humanised the business relationship, making partnerships more collaborative. It has also opened doors for creative co-marketing campaigns that resonate with audiences more authentically.
What would be a key pitfall for affiliate managers in gambling that can be related to the differing regulations across the global market?
One of the main challenges is navigating the differences in regulations across global markets. Even the most experienced managers need to constantly adapt strategies to comply with local rules while maintaining performance. The complexity of these regulations means campaigns must be carefully planned, especially when entering new geographical regions. Success comes from a combination of expertise, careful monitoring and agile adjustment to each market’s requirements.
What kind of problem does fraudulent traffic pose to affiliates in the current landscape – and how can you look to tackle this challenge moving forwards?
Fraudulent traffic undermines trust between affiliates and operators, inflates costs and distorts performance metrics. It can lead to wasted budgets and strained relationships if not addressed properly. Moving forward, the key is adopting advanced fraud detection tools and establishing stricter vetting processes for new partners.
Transparency and constant monitoring are essential to maintaining credibility
What can you tell us about N1 Partners’ plans for H2 2025 and beyond?
In H2 2025, N1 Partners is focused on expanding its presence in emerging markets while strengthening compliance practices in established regions. We are also investing in more personalised affiliate tools to help partners achieve better results. Beyond that, our strategy includes developing innovative products that enhance player engagement. The goal is to combine sustainable growth with long-term partnerships built on trust and transparency.
We also put a lot of energy into building a strong iGaming community and shaping a marketing strategy that not only sets us apart from competitors but also fully reflects our brand DNA. For us, it’s about creating connections that last and experiences that inspire. Now, we are running N1 Partners Puzzle Promo and the race is quite harsh: competition for the main prize: helicopter Robinson R22 Beta II! And this is just the beginning – stay tuned, because in 2026 we’re preparing even more exclusive offers for our partners. Expect campaigns that are bolder, more engaging, and truly rewarding.
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