iGB London 2025 survey identifies top visibility and content drivers in affiliate marketing

Industry events remain the leading source for discovering new affiliate programs, according to a survey conducted by Boomerang Partners at iGB London 2025.

The survey of 188 iGaming and affiliate marketing professionals also found that podcasts are the most preferred content format, while traditional industry news and analytics have less influence on brand awareness.

Responses further indicated that brand discovery is spread across multiple channels, with no single source dominating the flow of information.

Participant profile and demographics

The survey respondents had an average of six years of experience in the iGaming and affiliate sectors. Most held senior-level roles, including 16% in C-level or department head positions, 16% in sales, 14% as affiliate managers, another 14% in other managerial functions, 11% as founders or owners, and 11% as CEOs. 

In terms of geographic distribution, 49.4% of participants were from the European Union, 26.7% were based in the United Kingdom, and 13.6% came from Asia. Respondents from other regions made up just over 11% of the sample.

Brand discovery channels

When asked how they typically learn about new partnership programs and affiliate brands, 29% of respondents cited industry events as the primary source. iGB was mentioned more than 120 times, while SiGMA was referenced over 45 times. Other methods of discovery included direct research, cited by 19% of participants, as well as social media and word-of-mouth or networking, each cited by 15%.

The findings also indicated that traditional channels such as industry news and analytics were not viewed as dominant sources of affiliate marketing information. The results suggest that visibility strategies may require multiple distribution approaches rather than relying on a single communication channel.

Content format preferences

Respondents were asked about the types of content they find most engaging or useful. Podcasts ranked highest, with 66 participants identifying them as their preferred format. Networking content was the least mentioned, with only six respondents selecting it as a relevant source.

Application of insights

Boomerang Partners stated that the data gathered from the survey supports the development of its marketing strategies and affiliate offerings. The company said its approach is grounded in analytics and shaped by continuous input from industry participants.

“Boomerang is not only a landmark player in the market but also shapes its trends with an emphasis on numbers,” the company said in a statement.

According to Boomerang, these insights help inform its use of content formats, creatives, and metrics in response to shifting industry needs. The agency said it will continue to adapt its marketing practices using data-driven methods based on feedback from stakeholders.