The economics underpinning the comparison sector are tightening from two directions at once. The UK's 40% Remote Gaming Duty has sharply reduced operator tolerance for low-intent traffic, shifting the metrics operators now grade affiliates on from FTD volume to ARPU and 90-day retention. At the same time, the casino search results that affiliates have relied on for two decades are increasingly cluttered with rented domains and unlicensed brands. Whether the sector adapts to t

Allan Stone, CEO of Intelitics, argues that FTD-led acquisition has persisted less because it works and more because replacing it is operationally expensive. The diagnosis is not particularly contested; what most operators lack is the first-party data pipeline, the attribution-to-CRM continuity, and the BI latency to act on it. Google, Meta and the major affiliate channels, which between them account for the bulk of most operators' marketing mix, are moving toward value-based

Connected television advertising has moved past the novelty phase inside most gambling marketing teams, but not by much. Attribution remains structurally difficult in a non-clickable environment, most operators are still launching campaigns with a single creative asset and expecting performance-channel results, and many teams are applying digital measurement frameworks to a channel that doesn't behave like a digital one. Jason Sukhraj is CEO of Plexus Media and runs CTV ca