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How has the role of affiliates changed over the last five years in the iGaming ecosystem?

Affiliates have gone from being traffic providers to trusted advisors and brand ambassadors. Traditionally, affiliates have largely been an acquisition channel to drive volumes through search engine rankings, social media, email, and PPC, for example. Today, affiliates are expected to deliver valuable, loyal players while navigating compliance and education. We’re not just directing clicks, we’re shaping decisions and helping define the user journey.

What does it mean to be a “strategic brand partner” rather than just a traffic source, and why is that shift happening now?

A strategic brand partner aligns with the operator’s long-term vision, helping with market entry, brand messaging, and even compliance. Affiliates that have a strong foothold in a jurisdiction can be a valuable asset for casinos interested in market share. Operators want partners that deliver real value with consistent exposure rather than short bursts of traffic.

Are operators starting to value affiliate contributions beyond just conversions, for example, in brand equity, compliance, or player retention?

Operators increasingly look to affiliates that help with player retention, reputation building, and transparency. An affiliate that publishes clear bonus terms, educates players, and filters out low-quality operators contributes directly to player value and long-term revenue. It’s a more holistic partnership than ever before.

How are long-term partnerships with operators different today compared to the earlier CPA/RevShare-driven model?

Today’s partnerships are more collaborative. Rather than one-off CPA or media deals, we’re seeing hybrid models and performance-based bonuses. There’s a stronger data-driven feedback loop between publishers and advertisers, with shared goals around retention, player value, and even user satisfaction. It’s more of an ongoing dialogue instead of monthly negotiations.

What specific metrics or KPIs do you focus on now to demonstrate strategic value, not just performance volume?

Beyond clicks and FTDs, we focus on metrics like conversion rates, RDC deposits, NGR, bonuses, and player complaints. These KPIs reflect the actual value of the traffic we send and demonstrate a deeper alignment with operator goals. Our aim is not only to deliver player volumes but also sustainable revenues to grow the partnership.

Do you believe tech-enabled affiliates (with proprietary platforms or player tools) are better positioned to become strategic partners?

Affiliates who invest in their own platforms, tools, or data offer more than just visibility; they offer scalability, personalization, and insight. Whether it’s filters, dynamic geotargeting, or pop-ups, tech-enabled affiliates are far more valuable to operators seeking long-term ROI.

How does being more aligned with the operator’s long-term goals change the way you approach content or platform development?

Sites like Casino Groups prioritize educational content, bonus transparency, mobile-first design, and faster UX. The ranking systems are updated to highlight long-term value, not just flashy promos. The content is also tailored by jurisdiction, ensuring compliance and supporting the operator’s regulatory strategy.

What internal cultural or structural changes have you made to operate more like a brand-builder than an arbitrage channel?

We’ve invested in editorial independence, expert reviews, and user feedback systems. Our content writers have strong industry backgrounds, not just SEO skills. Our affiliate deals are based on long-term partnerships that work for all parties, including the players.

Do regulators and licensing bodies recognize the evolving value of affiliates in the same way operators do?

Regulators have recognized the value that affiliates deliver to operators and are therefore under increased scrutiny. In heavily regulated markets like the UK and Netherlands, regulators are increasingly requiring affiliate compliance and are even taking down sites that advertise illegal operators. Over time, we expect more direct engagement and clearer standards that reflect our growing role in the ecosystem.

Looking ahead, what’s your vision for how top affiliates will position themselves in the next phase of iGaming growth?

Affiliate businesses are maturing and will eventually have compliance baked into their DNA. They’ll offer dynamic, localized, and trusted experiences, combining editorial authority with technical agility. Developing brands will matter more than keyword positions. Those who build trust, innovate with data, and focus on their products will lead the next chapter of iGaming growth.

Fayette County Public Schools this summer was named 2025 Esports School District of the Year by PlayVS. The national recognition is a testament to the incredible dedication, growth, and impact of our esports programs, and it spotlights our remarkable success at all levels. 

FCPS was among five finalists, including districts from Florida, Georgia, Texas, and New Mexico. The winner was announced after a period of online voting.  

Excellence and Inclusivity

FCPS has emerged as a national leader in scholastic esports through our groundbreaking initiative Engaging Players in Inclusive Competition (EPIC), supported by STEM learning coach Shad Lacefield and digital learning coach Ashley Faulkner.

PlayVS praised FCPS for providing a welcoming and inclusive environment where all student gamers, from elementary through high school, can excel. EPIC also goes beyond competition –  fostering critical skills such as teamwork, strategic thinking, and leadership. Our commitment to inclusivity is evident through initiatives like Girls Who Game and Kentucky’s first Unified Esports program in partnership with Special Olympics Kentucky. 

Shining Strengths

Our district’s esports efforts are built on several key pillars.

• Thriving Programs: Schools like Lafayette High showcase exceptional coaching and student engagement, boasting over 30 participants and top-tier teams in popular titles such as Super Smash Bros, Mario Kart, and League of Legends.
• State Leadership: FCPS has consistently demonstrated top-tier talent, with Lafayette, Henry Clay, and Bryan Station high schools simultaneously ranking in Kentucky’s Top 25 for Super Smash Bros. Additionally, Lexington Middle (formerly LTMS) secured a spot in the SSB Top 10 for the Southeastern region, and Winburn’s Mario Kart team ranked in the Top 20 of the Southeast.
• EPIC Growth: The EPIC program now provides opportunities to two dozen elementary and six middle schools. This early engagement is crucial for nurturing skill development and a love for esports. 
• Commitment to Equity: FCPS remains steadfast in ensuring equitable access for all students. This includes providing reliable high-speed internet at our schools, securing vital gaming equipment through local community sponsors, and actively removing barriers to participation. EPIC remains available at no charge to students.

THE rAVe Esports Show — Season 2, Episode 5: Level Up: Touring the HyperX Esports Arena at Luxor

In this episode of THE rAVe Esports Show, I had the chance to step inside one of the most legendary esports venues on the planet — the HyperX Esports Arena at the Luxor Hotel in Las Vegas. If you’ve ever wondered what makes a truly world-class esports facility, this is it.

We started by taking in the Luxor’s iconic pyramid and its transformation from a 1990s Sega arcade into today’s 30,000-square-foot, multi-level esports powerhouse. With space for up to 650 seated spectators (and over 10,000 standing), HyperX Arena has hosted hundreds of tournaments and more than half a million fans.

From there, we got into the tech — and trust me, it’s impressive. The arena houses 160 identical high-performance PCs, a 50-foot LED video wall, and over 25 PTZ cameras capturing everything for global broadcast. A dedicated gigabit internet line keeps the stream rock-solid, while fully automated lighting, broadcast-grade AV gear, and modular infrastructure make this space versatile enough for esports, premieres, tech demos, and more.

We also got a behind-the-scenes look at how Allied Esports powers it all, including a breakdown of their multi-floor audio system using Lawo gear, intuitive routing, and remote mixing capabilities. Chief Engineer Alex Markley shared how they’re solving one of esports’ toughest challenges: mixing intercom and gameplay audio in real time — across multiple zones and floors.

This episode reminded us that esports venues aren’t just arenas — they’re studios, event spaces, and tech showcases all in one. HyperX Arena proves that when gaming, broadcast, and AV converge, the result is truly next-level.

Do you want to be notified before every broadcast? Sign up here to be on the list.

Big thanks to Extron for sponsoring our show!

Tonganoxie High potentially will be going from esports club team to Kansas State High School Activities Association-sanctioned squad.

KSHSAA announced last week that it has partnered with esports platform PlayVS for the inaugural season of the KSHSAA Esports season.

KSHSAA members voted at the April board meeting to sanction an Esports state championship if 24 schools sign up for the extracurricular activity. More than 80 schools indicated in a June survey that they had interest in participating in the 2025-26 school year.

Photo courtesy of Jaime Fahlgren

Baylie Igleheart, Class of 2025, uses the race simulator at THS.. Igleheart served as a student aide for Fahlgren.

For the 2025-26 season KSHSAA and PlayVS will offer Rocket League, Mario Kart 8 Deluxe and Super Smash Bros. Ultimate. There’s also a chance Madden will join the fray depending on interest from participating schools.

The number of classifications and subsequent championships will be based on the number of schools that sign up to compete.

Tonganoxie has offered an Esports club team at THS the past two seasons, according to business teacher and esports sponsor Jaime Fahlgren. He will be the coach for the varsity team when the season begins in November. Fahlgren said Monday that the club has averaged 20 members the first two seasons. The team has competed against other club teams from across the state and sponsored a youth gaming camp during the most recent winter break.

Photo courtesy of Jaime Fahlgren

Elementary and middle school students participate in a club-sponsored esports youth camp this past December.

Registration for the 2025-26 season will take place until Nov. 30. The two-week preseason begins Nov. 17. The regular season will be Dec. 1-Jan. 19, with the playoffs to run Jan. 26-27 and state championships Jan. 30 and Jan. 31 (if necessary).

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