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On 15 December 2025, leading analytical platforms and regulators summarised the results of the fourth quarter in the field of iGaming Affiliate Marketing in the CIS and Europe. The introduction of automated compliance systems and changes to Google's algorithms have led to a 22% decline in the effectiveness of classic SEO traffic. These events are forcing market experts to switch to hybrid payment models and alternative sources of lead generation.
Event details: What changes took place in December?
In the first half of December 2025, advertising networks recorded a dramatic change in traffic patterns. The main factor was the updating of privacy policies in a number of CIS jurisdictions, which made targeting more difficult for arbitration teams. Experts note the transition from quantitative to qualitative indicators due to the rising cost of purchase (CPM).
- Google Spam Update: The algorithm update on December 5 affected up to 45% of review sites in the iGaming category.
- Rising CPA rates: In Tier-1 locations, the average bid per target action increased by 15%, reaching $450 per lead.
- AI integration: More than 60% of the top teams have implemented neural networks to generate dynamic creatives in real time.
| Traffic source | Change in ROI (%) | Reason |
|---|---|---|
| PPC (Google Ads) | -12% | Increased moderation |
| Social (FB/TT) | +18% | New Bay schemes via PWA |
| SEO | -22% | Algorithmic update |
Expert reactions: The position of market leaders
Representatives of the largest partner networks point to the need to diversify the portfolio of offers. According to Alexey Volkov, technical director of LeadNetwork, the market is entering a "mature marketing" phase, where only teams with their own technical developments survive. Webmasters are concerned about payment delays due to new transaction verification protocols.
"We see that traditional arbitration in the usual sense is dying. Today, success in iGaming depends on the ability to work with the player's LTV and Retention tools on the partner's side," he says Дмитрий Соколов, CEO AffiliatePro.
Context and background: Why is this important for experts?
The events of December 2025 are a logical continuation of the policy of tightening control over gambling, which began at the beginning of the year. Earlier, in March 2025, Apple limited the operation of web-based push notifications, which dealt a blow to the classic bundles. In response, the market has adapted through the use of PWA applications (Progressive Web Apps), which have become the dominant tool this month.
Historically, December is the month of peak loads and the highest traffic volumes. However, this year, the high volatility of advertising auctions led to the fact that many teams preferred to keep their budgets until January. This created a unique precedent for reducing competition in certain geo-niches, which experienced media buyers took advantage of.
Consequences and forecasts: What can the market expect in 2026?
Analysts predict further market consolidation. Small teams will be forced to merge into holding companies to reduce operating costs. It is expected that by February 2026, the share of traffic from messengers (Telegram/WhatsApp) in the iGaming vertical will increase to 35% of the total volume.
- Implementation of RegTech: Partner programs will start embedding age verification modules in advertising links.
- Переход на RevShare: Due to the instability of CPA networks, experts predict a return to the profit-sharing model as a more stable one.
- New GEO: Experts' attention will shift to Latin American countries (Brazil, Chile) due to the legalization of online casinos.
Publication date: 2025-12-17T09:00:00Z. The data is based on reports Global Gambling Report and internal analytics of advertising networks.
