(AsiaGameHub) –   Sebastian Jarosch is the founder and CEO of Mithrillium Media Ltd. Having been involved in the iGaming industry since 2007, he’s undoubtedly a veteran of the market—making him the ideal candidate to answer questions about the iGaming ecosystem that has developed around affiliate websites.

Mr. Jarosch’s contributions have been recognized by some of the world’s most prominent organizations. Not only has he won the SBC Award for Best Affiliate Programme, but he now also serves as a judge for the prestigious gambling body. He has also received the EGR Best Affiliate Programme twice and the Casino Meister Best Casino Group Award.

What’s driving the significant consolidation in the affiliate sector, and what factors are behind these mergers and acquisitions?

Consolidation is mainly fueled by rising SEO costs, increased competition, and the need for scale in regulated markets. Larger networks can negotiate better deals with operators, invest in their products, and acquire smaller sites to strengthen their positions. This is a natural evolution as the industry matures.

Do larger affiliate networks offer more value to operators, or do they risk losing the trust and authenticity that smaller sites maintain?

Larger networks often deliver higher traffic volumes and operate across multiple markets. However, smaller affiliate sites tend to focus on niche areas where they frequently dominate rankings. The best networks balance scale with authenticity.

How does consolidation affect the quality of information and choice available to players?

Consolidation often improves UX quality but can have a negative impact on content. Larger affiliates are also more likely to focus on regulated markets, which significantly narrows players’ choices. Maintaining diversity in style, focus, and opinion is key to building player trust.

Can independent affiliates still compete effectively against large affiliate groups? If so, how?

Independent affiliates like Casino Groups can succeed by being agile, niche-focused, and authentic. They often perform better in rankings because their content is highly optimized. Specialization allows them to stand out against larger, more generic networks within their niche.

What risks come with consolidation—such as homogenized content, reduced transparency, or operator bias?

Content can sometimes suffer because reviews often follow a fixed template with little room for individuality. Larger affiliates also have targets that can lead to commercial bias. Players quickly notice when sites feel more like marketing tools than independent guides.

Do regulators pay closer attention to larger affiliate groups, and does this change their approach to compliance?

Larger groups attract more scrutiny due to their influence and reach. They target high-volume keywords, putting them in the spotlight. Regulators expect them to set higher standards and may hold them more accountable, adding pressure for larger affiliates to invest in compliance.

Have you seen cases where scale improved efficiency, UX, or innovation, or does size sometimes become a weakness?

Big affiliates can invest in UX, data, and features that smaller affiliates lack the resources for—like advanced tools such as odds comparisons or real-time data feeds. However, size can slow innovation, and new features often take longer to develop.

How do operators view consolidation: as an opportunity for consistency or a threat to diversity in acquisition channels?

Operators often welcome the consistency and reach large networks provide. However, larger affiliates are usually more costly to work with, and acquired sites sometimes receive less attention and begin to decline.

Will the affiliate market eventually be dominated by a handful of mega-groups, similar to the operator side?

There will be more consolidation, but smaller affiliates will always thrive in niche areas. Network affiliates will continue to dominate regulated, high-volume markets, while independents remain prominent in specialized segments. The ecosystem will likely stay a mix of both.

Looking ahead, how will the balance between independent affiliates and consolidated networks shape the iGaming industry?

The future will be about coexistence. Consolidated networks will set standards for compliance and scale, while independents drive innovation and community focus. Together, they keep the industry competitive, diverse, and responsive to player needs.