ffiliate Guard Dog has been part of the online gaming affiliate space for over ten years. The website was designed as one aimed to present honest viewpoints on the ways of the industry, ensure that industry representatives and players are provided with comprehensive information about the best affiliate programs and casinos, expose rogue practices within the industry, and protect affiliates’ interests in any other way.
The Latest Casino Bonuses team, headed by Joshua Chan, promised that although Affiliate Guard Dog is changing ownership, it will continue serving the purpose it has always been serving for over a decade.
The Affiliate Guard Dog acquisition was not LCB’s first notable deal this year. In March, World Casino Directory joined the iGaming affiliate network in a $1.7-million deal. World Casino Directory was launched in 2002 and has become a popular source of information about the land-based casino industry.
The past several years have been particularly rich in gambling merger and acquisition deal-making.
Some of the world’s largest gambling operators have merged their operations in a bid to endure heavy regulatory and taxation blows as well as to improve performance and profitability amid growing competition within the sector
The same consolidation trend has been noticed in the iGaming affiliate space, as well. Major affiliate network owners have been purchasing smaller or not that smaller websites and networks in a bid to secure larger presence in different markets and to increase their affiliate marketing power.
Aside from Latest Casino Bonuses, which has been growing its family over the past several years, companies like Catena Media, XLMedia, and Gaming Innovation Group have established themselves as some of the main drivers of the affiliate consolidation trend with multiple and multi-million deals within the space.
While it cannot be predicted for how long this trend will be kept, if it is maintained with the same pace or even with accelerated pace for long enough, the iGaming affiliate space will certainly see significant changes. The consolidation movement could eventually result in several bigger players dominating the space and smaller players affiliates that are perfectly content with their smaller market shares.
It is also quite curious to follow how the affiliate space will change now as UK media and gambling regulators have turned their attention to the practices adopted by affiliates when trying to entice UK players. Another important factor that could and probably would affect the global iGaming affiliate space is the recent closures of a number of affiliate programs, led by Sky Betting & Gaming’s Affiliate Hub.