Affiliate Leaders Summit 2026: Navigating the Cookie Crisis in Lisbon

The world of affiliate marketing in online gambling is facing a massive transformation. From September 29 to October 1, 2026, Lisbon will become the epicenter of these discussions as the Affiliate Leaders Summit opens its doors at the Feira Internacional de Lisboa (FIL) and the MEO Arena. It is no longer just about simple clicks, but about surviving in a digital landscape being radically reshaped by Artificial Intelligence and stricter data protection rules.

The industry is responding to a trend where customer paths to operators are becoming increasingly convoluted. Today's online casino seekers bounce between social media, influencers, and classic search engines. The summit in Lisbon specifically addresses the technological foundations needed to maintain an overview in this chaos and remain profitable in acquiring new players.

Numbers and facts

A total of 10,000 industry experts are expected in the Portuguese capital. The program is divided into various thematic areas, with the "Platforms & Performance" track kicking off on Tuesday, September 29. A central highlight is the keynote by Kaan Camgoz, Head of Gaming at Meta (EMEA), who will demonstrate how AI boosts performance in the real-money gambling sector. Participation for affiliates is available via complimentary VIP passes, while operators and agencies must pay 599 euros for access.

“Affiliate performance used to be much easier to define. You could look at rankings, clicks or conversions and get a fairly clear picture of what was working. Today, the journey behind those results is much more complicated.” - Rasmus Sojmark, Founder and CEO of SBC

Sojmark emphasizes that a user might discover a brand through a creator, see it again on social media, and only convert days later. For affiliates, the opportunity lies in understanding this entire journey rather than looking at one channel in isolation. This requires new measurement methods as traditional tracking procedures reach their limits.

Background

A particularly explosive topic is the end of cookies. Under the title “Measurement in 2027,” experts like Clemence Dujardin (CEO of MyAffiliates) and Robert Kraft (Founder of Atlas World) will discuss the looming first-party data crisis. When third-party cookies finally disappear, affiliates must prove their value to operators as traditional metrics become unreliable. This affects not only technology but also content.

Rui Costa from Gentoo and Adam Bielinski from iGamingNuts will talk about why content is the most undervalued asset in the iGaming affiliate sector. Short-form video and social-native storytelling are increasingly treated as strategic business assets to retain the "disloyal" and easily distracted younger target group. This shows a clear shift away from pure SEO text toward genuine brand building.

Why it matters for German players

For German players, this technological upgrade primarily means more subtle and targeted advertising. In a strictly regulated market like Germany, shaped by the Interstate Treaty on Gambling 2021 (GlüStV 2021), affiliates must act with particular caution. The AI methods discussed in Lisbon could be used to deliver advertising even more precisely to individuals who have already shown interest in gambling. Players should be aware that their data – even without classic cookies – is being captured through portals' first-party strategies.

Since strict rules apply in Germany, such as the monthly deposit limit of 1,000 euros and the 1 euro per spin limit for virtual slots, the focus of affiliates is shifting. It is less about volume and more about referring players who operate within the legal framework of the Gemeinsame Glücksspielbehörde der Länder (GGL). The networking via LUGAS also ensures that the cross-operator limit is maintained, making acquisition more complex for affiliates in Germany.

What it means for GGL-licensed casinos

Casinos with a German license from the GGL benefit from the professionalization of affiliates. As measurement methods become more precise, the risk of wasted coverage decreases. The integration of CRM, SEO, and paid media, as discussed in the “Killing the Silo Monster” panel, is essential for GGL-licensed providers to offset the high costs of German regulation through more efficient marketing. Only those who seamlessly understand the customer journey can survive in an environment with strict advertising bans and limitations. Cooperation with reputable affiliates who adhere to the whitelist remains the most important channel for licensed operators to hold their ground against the illegal black market from Curacao or Malta.