The iGaming industry is entering a more connected phase of digital growth, with artificial intelligence (AI), social media, creator ecosystems and affiliate marketing increasingly working together across the player lifecycle, according to new research by Tecpinion.
The research, based on insights from more than 150 iGaming industry decision-makers, highlights five key indicators:
– AI adoption above 80%
– Affiliate-referred players accounting for 38% of new depositing players
– Creators representing 13% of affiliate-referred first-time depositors
– An AI maturity score of 45/100.
AI Moves Into Everyday iGaming Operations
More than 80% of iGaming companies are now using AI or machine learning, showing a shift from experimentation toward practical business applications.
The research identifies AI use across segmentation, personalisation, predictive analytics, fraud detection, CRM, customer support and player-value modelling. Its role is also expanding into acquisition and performance activities, including affiliate traffic analysis and player behaviour insights.
However, the research highlights that AI adoption alone does not guarantee business value. Reliable data, systems and processes remain essential to turning AI capabilities into measurable outcomes.
Affiliate Marketing Shifts Toward Player Value
Affiliate marketing continues to play a significant role in iGaming acquisition, with 38% of new depositing players being affiliate-referred.
At the same time, operators are increasingly moving beyond registration and first-deposit volumes to evaluate affiliate performance through traffic quality, engagement, retention, conversion quality, fraud risk and player lifetime value.
This signals a shift from volume-driven affiliate marketing toward partnerships measured by the long-term value of acquired players.
Creators Strengthen the Affiliate Ecosystem
The research also highlights the growing influence of creators, with 13% of affiliate-referred first-time depositors coming through creators.
Streamers, influencers and online communities are increasingly connecting content, audience engagement and performance marketing. This creates new opportunities for operators to combine creator-led discovery with affiliate conversion and longer-term player relationships.
Social Media Expands Beyond Acquisition
Social media is also becoming more closely connected to engagement and community-building. Creators, streamers, and short-form content can influence players across different stages of the journey, from discovery and engagement to conversion.
The research suggests that the value of social platforms is increasingly linked to the quality of engagement and resulting player value, rather than traffic or impressions alone.
Data Connects the Growth Model
Across AI, affiliates, social media, CRM and analytics, the research identifies data and attribution as critical foundations.
The findings point toward an integrated growth model covering the full player lifecycle:
Discovery → Acquisition → Engagement → Personalisation → Retention → Player Value
According to Tecpinion, the next stage of iGaming growth is unlikely to be driven by one technology or marketing channel alone. Instead, competitive advantage will increasingly depend on how effectively operators connect technology, data and digital acquisition channels to create sustainable player value.