Unibet, bet365 and Betfair among top affiliate advertisers in Eastern Europe this autumn

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. 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 prepare the analyses based on brands and websites, not individual operators.

Eastern Europe overview

Unibet and bet365 lead the cross-segmental/vertical ranking of websites in key Eastern European markets. Unibet was featured on 30% of betting-specific affiliates and 56% of casino affiliates.  Bet365 appeared on 40% of all analysed betting affiliates and 34% of casino affiliates.

Betfair, bwin 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, bet365 and Betfair are the most active brands on betting-related affiliate websites.

• Bet365 is the leader in Hungary appearing on 96% of the country’s betting affiliate websites. Betfair at 72% earns the second spot in Hungary.
• Totolotek leads in Poland. The operator is showcased on 93% of sites, quite a bit ahead of second and third place LV Bet and TOTALbet, which appear on 89% and 76% of betting affiliate sites, respectively.
• Parimatch shows up on 90% of affiliate sites in Russia.
• Czech Republic : Tipsport leads the pack, appearing on 98% of the sites. Sazka follows at 95% and third in the rankings is Chance at 95%.
• In Romania, Unibet, Betano, and NetBet are the top operators on affiliate betting sites.

Casino-specific affiliate benchmarking

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

• Hungary’s leader is Unibet. The operator has a presence on 85% of the 139 casino affiliate sites analysed. Bet365 follows at 63%.
• In Poland, Betsson leads. The operator appears on 76% of casino sites. Betsafe (73%), and Unibet(67%) aren’t far behind in the second and third slots.
• In Russia, Betcity appears on the most casino affiliates: 56%. Olimp has a strong affiliate presence as well at 56%.
• In the Czech Republic, Chance is listed on 93% of casino sites. Tipsport (89%) and Synottip (79%) are the second and third most listed on UK affiliates.
• Of the affiliate websites analysed in Romania, NetBet and Unibet are the leading brands.

For more business affiliate benchmarking data, please click here.