Makeberry Affiliates Seeks Stability with Fourth iGaming Brand Expansion

The landscape for iGaming affiliates is undergoing a significant transformation in 2026. Where long-term revenue-share models once dominated, partners are now demanding higher levels of security and transparency. Makeberry Affiliates is addressing this shift through a strategic expansion of its direct advertiser portfolio. By announcing a fourth brand tailored to specific markets where the company already possesses deep data insights, they are laying the groundwork for a stable 2027 fiscal year.

Oleksandr Kulyk, VP of Makeberry Partnerships, emphasizes the necessity of breaking away from the dominance of individual traffic channels. Historically, heavy reliance on giants like Facebook or Google has led to sudden drops in volume when algorithms or policies shift without warning. By spreading traffic across more sources, diverse geographic regions, and specialized teams, Makeberry aims to minimize this risk while maintaining the growth achieved throughout 2026.

Numbers and facts

During 2026, Makeberry focused heavily on expanding its internal media buying teams and testing new traffic sources. A core component of this strategy was the development of the Brand Protect service. This tool prevents third-party sites from hijacking brand names in search results to redirect traffic elsewhere. According to Kulyk, this protection is vital as cost-per-acquisition (CPA) rates continue to climb industry-wide.

One of the most notable changes in the sector involves payment terms. Because many new brands enter the market with aggressive rates only to disappear shortly after, affiliate trust has eroded. Kulyk notes that many partners now request pre-payments rather than risking non-payment under traditional models. The upcoming fourth brand is currently in a testing phase, with selected partners gaining early access before the official reveal at the SiGMA World conference in Rome, taking place from November 2 to 5.

„For 2027, our priority is to make the traffic volumes we have built this year more stable. Facebook and Google have become less predictable, and if too much traffic depends on one channel, a single restriction can have an immediate impact on overall traffic volume.“ - Oleksandr Kulyk, VP of Partnerships at Makeberry Affiliates

Background

The iGaming sector faces a paradox: while demand for high-quality traffic is rising, the rules set by advertising platforms are becoming stricter. Consequently, Makeberry is increasing its use of influencer traffic to build brand awareness faster and reach profitability for new projects more quickly. The focus is not on a one-size-fits-all approach but on platforms tailored to the specific operational realities of targeted markets. Kulyk anticipates that over the next two years, short-term players will exit the market, leaving room for stronger, more experienced businesses to thrive.

Why it matters for German players

For players in Germany, the professionalization of the affiliate industry leads to better transparency and a more rigorous filtering of gambling offers. As professional networks like Makeberry vet their partners, untrustworthy unlicensed casinos are less likely to appear on major comparison sites. In Germany, the legal situation is governed by the 2021 Interstate Treaty on Gambling (GlüStV 2021). Only providers listed on the official GGL white-list can legally advertise. Players should ensure that portals only recommend casinos with a German license, which adhere to strict player protection rules such as the 1,000 Euro monthly deposit limit and the 1 Euro per spin limit for online slots.

What it means for GGL-licensed casinos

Licensed operators in Germany benefit indirectly from the consolidation of the affiliate market. When large networks like Makeberry prioritize stability and brand protection, it becomes harder for illegal offshore operators to penetrate the German market through aggressive, unregulated marketing. GGL-licensed casinos can work with professional affiliates to ensure their brands are presented in a safe environment that complies with the strict advertising guidelines set by German authorities. This supports the long-term viability of the legal gambling channel and protects the investments made by regulated operators.