Who owns the information, owns the world. In iGaming, this means: who knows the player, succeeds.
Together with Diana Larina, Evoplay’s Head of Marketing, and Viorel Stan, CEO of GSH Online Media, representing our partners SlotsCalendar and BetBrain, we’ll explore why B2C partnerships matter more than ever today and how they strengthen connections with players, illustrated with a real case in action.
From reviews to offers: building rich content
Players’ tastes vary – between individuals and across their gaming journey. That’s why affiliate platforms designed for players offer a wide range of content for every taste, from game reviews and ratings to provider profiles and free-to-play slots. But which of this content captures the player’s attention the most today? From SlotsCalendar’s observation, the strongest engagement comes from exclusive offers.
Here, it’s worth recalling our previous exploration of the growing role of affiliates in iGaming, where experts noted that players tend to choose games first, and only then consider brands. This isn’t a contradiction – it’s another angle on what drives player behaviour.
While some content performs better than others, the CEO of GSH Online Media adds that SlotsCalendar mixes formats to cover all angles, keep users on-site longer, and meet different preferences. “One of our most impactful recent additions has been the Social Tournaments – fully free, gamified competitions where players spin, compete, and win,” says Viorel Stan.
Diana Larina points out that the same principle of diversity works in game development. “Variety isn’t just nice-to-have – it’s crucial for keeping players engaged and returning. The more diverse titles we create, the more likely we are to engage different players at different stages of their journey.”
However, she stressed that just creating exciting, diverse games is no longer enough. Today, providers need to be closer to players, communicate directly, and cover all the channels where players might be. “By working closely with our B2C partners, Evoplay becomes closer to players, combining insights and resources to create richer, more valuable experiences for iGamers. This helps our games reach wider audiences and target the right players. It’s a win-win, and Evoplay will continue expanding such partnerships.”
Viorel Stan, in turn, says SlotsCalendar welcomes new collaborations, particularly with providers, as a way to stand out in the relentless competition of iGaming.
Evoplay x SlotsCalendar: driving deeper iGamers connections
Evoplay joined forces with SlotsCalendar this year in an exclusive collaboration. From the perspective of Evoplay’s Head of Marketing, this partnership plays a key role in building stronger, more personal connections with players while creating experiences that reflect their interests and suit different markets.
She adds that by working closely with players through B2C initiatives like the Oath of Steel campaign, where participants shared a $1,000 prize pool. “At Evoplay, players don’t just play – they co-create. We give players a front-row seat in game development, inviting them to test, review, and influence every detail, from animations to gameplay“, notes Diana Larina.
Supporting this idea, Viorel Stan highlights that today’s iGaming world is, more than ever, a network of partnerships – affiliates, operators, providers, aggregators, and media all play a valuable role. While affiliate–operator ties have always been strong, affiliate–provider relationships took longer to develop, as providers used to focus mostly on B2B. “Now, most leading providers have affiliate relations teams, understanding that reaching the player starts with affiliates”, says the CEO of GSH Online Media.
He adds that aggregators also recognise the potential of such collaborations, forming direct affiliate connections not for their own exposure, but to support the providers they represent.
Reflecting on SlotsCalendar’s path, Viorel Stan notes there’s still room to optimise collaborations across the ecosystem. The partnership with Evoplay stands out as a clear example of this potential in action.
“In just one month, our SlotsCalendar Social Tournaments attracted over 25,000 players who spun Evoplay’s top titles around 10 million times. Achievements like this only happen when affiliates drive traffic, providers deliver great games, and operators ensure a smooth experience”, Viorel Stan concluded.
Spotting patterns before the data
Working without data is like walking blind. Only by analysing real patterns of player behaviour can you build a strategy that works. SlotsCalendar, as a major affiliate hub with a large and engaged player base, has a unique vantage point into how different types of content, games, mechanics, and features resonate.
“We’ve been in the industry long enough to spot patterns and predict what might work before the numbers even show it. But at the same time, we validate everything with real player behaviour – what they click on, how long they stay, what makes them return“, remarks Viorel Stan.
From SlotsCalendar’s perspective, making the right decisions means weighing multiple inputs: player data, industry trends, and partner feedback. Yet, as the expert explains, in practice it often comes down to balancing the team’s experience with what the data reveals.
Diana Larina echoes this view from the provider side, stressing that Evoplay’s approach is also built on two inseparable forces: data analysis and inspired creative expression.
“Data guides everything we do. Keeping a close eye on market trends, player behaviour, and how our campaigns perform isn’t optional – it’s how we find our direction“.
And this is where AI enters the picture, helping both providers and affiliate platforms turn those insights into richer, more personalised player experiences.
Next big thing for iGaming
From a big-picture perspective, Viorel Stan believes that as players become more educated and discerning, the future belongs to content-rich brands that build strong communities and deliver real value. Players will increasingly expect personalised experiences, strong trust signals, gamified journeys, and clear reasons to stay engaged.
Building on this, the expert highlights AI-driven gamification as the next big step for the industry: “By embedding AI into the player experience, providers can deliver truly personalised journeys – dynamic missions, tailored challenges, and real-time engagement – unique to each player.” He also anticipates that affiliates, whose work now goes beyond simply driving traffic, will increasingly operate like media companies or even product builders.
Adding another perspective, Diana Larina foresees that within the next one to three years, providers will take on tasks that go far beyond game creation. Evoplay is already moving in this direction with a project such as Affiliate Hub, designed to foster deeper collaboration with both players and partners.
Looking further ahead, industry leaders agree that roles within iGaming are shifting. Traditional boundaries will blur, and those who can combine independence with collaboration will have the strongest edge.
