How is the iGaming affiliation marketing business in Malta today different to how it was in previous years?

Running an iGaming affiliate marketing business in Malta today differs significantly from previous years due to stricter regulations, heightened competition and technological shifts.

In the past, affiliate marketers operated with fewer restrictions, focusing primarily on generating traffic and conversions through simple promotional strategies. Compliance requirements were less rigorous, and many affiliates could thrive with minimal oversight. Today, the regulatory landscape demands much greater diligence. Affiliates must adhere to strict advertising standards, ensuring transparency and ethical promotion, particularly in player protection and responsible gambling. Google adds its own challenges with frequent algorithm updates.

Additionally, competition has intensified, requiring affiliates to differentiate through advanced tools such as AI-driven analytics and mobile-optimised campaigns. Emerging trends like influencer partnerships and esports betting have reshaped affiliate strategies, necessitating targeted, innovative approaches to capture niche audiences.

“A motivated, synergistic team will not only adapt quickly to the evolving regulatory environment but also drive the creativity and resilience needed to succeed in this competitive industry.”

Can you identify any issues in the affiliate marketing business that are crying out for a fix?

The iGaming affiliate marketing industry faces persistent challenges stemming from a lack of transparency, inadequate reporting and unreliable postbacks.

From a workforce perspective, the industry is increasingly struggling to attract skilled talent, particularly in critical areas vital to its success. Positions such as media buyers, software developers with experience in affiliation and SEO specialists focusing on specific markets have become notably challenging to fill. These roles require a combination of niche expertise, adaptability and familiarity with the unique dynamics of affiliate marketing, which limits the pool of qualified candidates.

The competition for skilled professionals has intensified as more industries adopt performance-based marketing models. Media buyers with a proven track record in cost-efficient acquisition strategies and ROI optimisation are highly sought after but scarce.

Similarly, software developers with hands-on experience in building and maintaining affiliate platforms or tools are in high demand but difficult to recruit. Meanwhile, SEO specialists capable of tailoring strategies to regional or niche markets face heightened demand, particularly in markets with strict regulations or unique cultural behaviours.

What one piece of advice would you give to an investor or entrepreneur in the iGaming industry who is considering setting up operations in Malta?

Beyond the competitive tax regime for foreign investment, financial assistance from Malta Enterprise and the robust technical infrastructure, assembling a team that thrives on collaboration, mutual respect and a shared eagerness to grow is crucial when setting up an iGaming affiliate marketing operation. Building a culture where team members work cohesively ensures smoother handling of complex tasks such as market analysis and technological innovation. A motivated, synergistic team will not only adapt quickly to the evolving regulatory environment but also drive the creativity and resilience needed to succeed in this competitive industry.

Image credit: Rene Rossignaud