The top online gambling brands on European affiliate websites

Approach of analyses

In order to determine the most active online gambling advertisers/brands on affiliate websites in Europe the Online Gambling Quarterly applied following approach:

Pages of affiliates in the top 20 on Google – The ranking in Google and SEO is likely the key success factor for affiliates (the exception might be some big affiliate brands which are able to drive enough traffic on their site without Google). Therefore the researchers started their analysis with focusing on the top-ranked affiliates on Google.

For the keywords (or their translation) “betting” and “online casino”, the researchers took a closer look at the affiliate sites that came in among the top 20 Google search results (local Google versions) for key markets in Europe (UK, Germany, Italy, France, Spain and Sweden).

Operators (brands) featured on landing page of top affiliates – The Online Gambling Quarterly analysts then assessed the advertisers/brands (gambling websites) featured on the landing pages (not any other “secondary” pages) of all top-ranked affiliate sites. For the final ranking they added up all appearances across both verticals and all countries.

In some countries affiliates have a hard time to make it among the top 20 in Google

The number of affiliates that came in among the top 20 Google results varies from country to country and thus has a significant impact on the overall ranking of advertisers/brands. Affiliates in regulated online markets (e.g., Italy, Spain, UK) often have a hard time to make it among the top 20 in Google as most of the top spots are taken by (licensed/regulated) operators.

This is especially true for the searches in the UK – hardly any affiliate ranked among the top 20 in the vertical-specific searches.

The leading brands/websites are LeoVegas and bwin

In addition to detailed vertical/segment- and country-specific analysis (see more info here), the Online Gambling Quarterly team provides an overview across both analysed verticals/segments (betting and casino) and all countries analysed:

Leading brands/websites are LeoVegas and bwin – LeoVegas and bwin are leading the cross-segmental/vertical ranking of websites ahead of Dunder and Unibet. The researchers also aggregated the data across various brands/websites (betting and casino) owned by selected key operators

Betting-specific affiliate benchmarking – Across all European markets analysed, bwin is the most active advertiser/brand on betting-related affiliate websites with a total of eight ads/features on the landing pages of top affiliates’ websites. Find the country-specific analysis here

Casino-specific affiliate benchmarking – Across all European markets analysed, LeoVegas is the most advertiser/brand on casino-related affiliate websites with a total of nine ads/features on the landing pages of top affiliates’ websites (top 20 Google results). Find the country-specific analysis here

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