How iGaming.com Group built its B2B affiliate model

How iGaming.com Group built its B2B affiliate model

iGaming.com Group’s affiliate business spans more than 300 websites in over 40 regulated markets. Its latest addition, Relevo, gives the group a Spanish sports media brand.

iGaming.com Group’s B2B business connects gambling operators with players through a portfolio of comparison and advice websites. The group says its model combines market-specific content, search traffic and local regulatory knowledge to generate leads for licensed brands.

Founded in Varna, Bulgaria, in 2011, iGaming.com Group operates more than 300 websites across over 40 regulated markets. Around 300 employees work in 27 countries and 25 languages.

Local content and licensing

The company owns and edits the brands through which it generates leads. Its sites include Italy’s sitiscommesse.com, the UK’s Bestbettingsites.co.uk, Slots.info and the international comparison site Online-Casinos.com. Their reviews, guides and comparisons are developed for individual markets, with search engine optimisation and data used to attract traffic intended to convert.

The group limits its operator partnerships to businesses licensed in the jurisdiction targeted by each site. Relevant regulators include Italy’s ADM, the UKGC in Great Britain, Germany’s GGL and Spain’s DGOJ.

Teams in Germany, the UK, Spain and Italy monitor local licensing, advertising and responsible-gambling requirements. The group points to Spain as an example of the importance of market-specific oversight: the DGOJ has developed its own intervention algorithm to encourage operators to act on player protection. iGaming.com Group says it has not been subject to enforcement action by a gambling or advertising regulator in any market where it publishes since its founding.

Player protection is also part of the portfolio. The group’s iGamingCare platform provides a self-assessment test, a directory of professional support centres, a safer-gambling guide and a 24/7 AI support chat. It also offers information on deposit limits and reality checks.

Relevo joins the portfolio

The group has operational hubs in Berlin and Varna, with teams in New Jersey, Amsterdam, Milan and Netanya. It has operated on a remote-first basis since 2022. Germany, the UK, Spain and Italy are its core markets, while coverage is expanding in Denmark, the Netherlands and other regions.

Its latest addition is Relevo, the Spanish sports outlet launched by Vocento in 2022. Vocento no longer holds an interest in the publication. Relevo.com now operates within iGaming.com Group, and the ongoing 2026-27 season is its first full editorial cycle in the portfolio.

“Editorial independence is one of Relevo’s core principles,” said Giannina Mundaca Castillo, Editor-in-Chief. “Decisions about what to publish and how to approach each subject will remain with the editorial team.”

Sports sponsorship has been a common way for betting and gaming companies to reach fans, including Parimatch’s Premier League sleeve deal. Relevo represents a different route into sports media. iGaming.com Group CEO Andreas Ditsche said Spain was an important long-term market for the group, which aims to build a high-quality, financially sustainable media brand backed by its technology, data and operational capabilities.