Affiliate marketing is increasingly being measured by player acquisition and long-term value, not just brand awareness We spoke with Ksenia K., Affiliate Marketing Team Lead at Endorphina, about about direct partnerships and why data sharing matters.
🔗 1. Is affiliate marketing becoming a strategic distribution channel, or still mainly brand awareness?
Ksenia:
Many slot providers working with affiliates still treat this channel primarily as PR. We have a PR manager for this :) But honestly, PR alone isn't enough for my department. Because we can’t measure it financially.
Not every reviewer or traffic source is valuable to us purely as a PR play. But we do care about every source that can bring a player to our slot and actually monetize that traffic.
At Endorphina, we've moved away from thinking of affiliate work as "marketing support" and started treating it as co-investment. We adjust benefits structures based on real performance. Also I believe when a studio starts caring about which specific slot an affiliate is pushing and how it converts - that's distribution thinking.
🤝 2. Many affiliates want to work with providers directly, but often don’t know where to start. What is the first step?
Ksenia:
The best way to figure out where to start is simply to come talk to us. Our direction in the industry is still fairly new, so we approach every deal on a custom basis.
I would like to highlight one important point: we are NOT asking affiliates to redirect their traffic away from their casino partners. You can continue working with your preferred casino partners while promoting our slots in parallel.
Because nowadays Endorphina is becoming a kind of game essentials starter kit for casinos — we are integrated in most of the casino products.
Looking at what traffic sources are available, what promo ideas make sense, and where the real opportunities are. For instance:
- If it's FB or in-app traffic, we discuss the possibility of driving that traffic to our slots.
- If it's streamers, we look at including our slots in streams, giveaways, and tournaments.
- If it's content creators, we discuss how to motivate that audience toward action in a way that's profitable for both sides.
- If it's SEO-driven traffic, there's a wide range of options (from highlighting slots and free spins promos to social or real-play tournaments).
We assess each case and decide how to move forward together. Our goal is to find ways to bring players to our slots.
And at our end, we'll do what we can to help increase your conversion and player-LTV through quality, engaging games.
📈 3. What can affiliates do to become valuable partners beyond just sending traffic?
Ksenia:
For us, the key aspects of a strong partnership are:
- Bringing real, active players is what matters most. That’s why we value transparency around traffic volumes, GEO distribution, and previous casino partnership results.
- We appreciate partners who are open to testing new ideas, sharing insights, and working together to discover new growth opportunities.
- When we agree on terms, we expect both sides to follow through. Trust and reliability are essential for building long-term partnerships.
🧮 4. If you had extra budget for one initiative — data sharing, exclusive campaigns, game launches, content partnerships, or something else?
Ksenia:
Without a doubt — data sharing. From what we see, many affiliates genuinely need direct, first-hand information: performance by GEO, top-performing slots, early access to new releases before they go public, and solid promo materials.
We already provide ready-made promo assets and can produce custom materials on request.
Beyond that, we're big believers in exclusive promo campaigns that motivate players toward concrete engagement with our slots — whether on the affiliate's platform or directly on casino products. The product is where we prioritize.
Because that's exactly where brand awareness ends and real business begins.
📱 Ksenia
📱 Endorphina
📱 @ksenia_endorphina