AffPapa is excited to announce the extension of its partnership with Buzz Affiliates, continuing a successful collaboration that supports growth and stronger connections in...
Every quarter brings new opportunities, but it also changes how affiliates and operators work together. Drawing on insights from AffPapa’s affiliate managers, we’ve identified how market events, player behavior, search engine updates, and commercial expectations have all influenced which partnerships succeeded and which struggled to stay afloat in Q2 2026.
Our team worked closely with partners from different GEOs and verticals through AffPapa’s affiliate management service and got a clear view of the challenges, priorities, and opportunities present in the market. From the impact of the FIFA World Cup to changing deal structures and increasing localization demands, multiple trends came up.
Affiliates expected more value before committing
Compared to previous quarters, affiliates became much more selective about the partnerships they accepted. Many were no longer willing to promote brands based just on standard commercial terms and instead looked for stronger financial incentives before committing.
Listing fees became more common, fixed-fee agreements attracted greater interest, and higher CPA or hybrid deals were frequently requested. RevShare-only partnerships became more difficult to close, especially when working with newer brands or affiliates with established audiences.
AffPapa’s Affiliate’s Team Lead, Nune Grigoryan, shared:
“Compared to previous months, there was a noticeable increase in requests for listing fees, fixed-fee agreements, higher CPA deals, and exclusive campaigns, as affiliates looked for stronger commercial value before committing to new partnerships.”
Anna Mkrtchyan, Affiliate Manager at AffPapa, added:
“CPA and hybrid deals were still the easiest to agree on, while more affiliates started asking for listing fees. RevShare-only deals were much harder to close.”
Beyond financial terms, affiliates also expected reliable communication, exclusive campaigns, fast payments, and long-term cooperation rather than one-off promotions.
Head of Affiliate Management at AffPapa, Movses Wartan, commented:
“Many affiliates, especially influencers, wanted much higher CPAs and fixed fees. Despite these demands, what most people really wanted was a stable, long-term partnership.”
The FIFA World Cup turned attention toward sportsbook brands
The FIFA Club World Cup became one of the defining events of Q2, influencing both affiliate activity and player preferences.
Sports affiliates moved quickly to secure partnerships before available marketing opportunities ran out, while operators offering sports betting gained much more attention than casino-only brands. Exclusive betting bonuses and tournament-specific promotions became valuable tools for attracting both affiliates and players. Some casino-only operators experienced weaker performance as players temporarily focused on brands where they could place sports bets alongside their casino activity.
George Meladze, Affiliate Manager at AffPapa, shared:
“The World Cup was the clearest signal this quarter. Player preference shifted hard toward operators with sports betting available, and that became the top decision factor when choosing where to play.”
Nune Grigoryan stated:
“The FIFA Club World Cup shifted attention toward sportsbook campaigns and increased demand for exclusive betting bonuses and event-specific promotions.”
Movses Wartan noted:
“The World Cup was a major focus this quarter, causing sports affiliates to rush and secure deals before spots ran out.”
Localization continued to influence partnership decisions
Affiliates increasingly expected operators to show a real understanding of their target markets before agreeing to promote them.
Localized payment methods, regional currencies, translated marketing materials, and GEO-specific promotions became standard expectations rather than additional benefits. Brands investing in localized strategies generated stronger affiliate interest, especially in LATAM markets. At the same time, competition remained strong in Tier-1 markets, making it more difficult for newer brands to attract quality affiliates without a clear competitive advantage.
Nune Grigoryan said:
“More affiliates expected local payment methods, currencies, translated promotional materials, and GEO-specific offers before agreeing to promote a brand.”
Anna Mkrtchyan revealed:
“It was difficult to convince affiliates to promote new brands, especially in competitive GEOs.”
Existing partnerships delivered more value
Rather than aggressively recruiting new affiliates, many operators focused on strengthening relationships with partners they already trusted. Expanding into additional GEOs, increasing visibility, running exclusive campaigns, and promoting multiple brands through existing partnerships became common strategies throughout the quarter.
Additionally, operators paid closer attention to traffic quality, fraud prevention, and long-term profitability. Metrics such as Net Gaming Revenue (NGR), Player Lifetime Value (LTV), player retention, deposit behavior, and overall affiliate profitability became important when evaluating partnerships.
Google’s search algorithm updates also contributed to this change, as many SEO affiliates experienced fluctuating traffic, encouraging operators to diversify their affiliate portfolios instead of relying too heavily on a single traffic source.
Lina Beglaryan, Affiliate Manager at AffPapa, shared:
“Many affiliate teams focused on expanding their visibility with existing partners through higher exposure, additional GEOs, exclusive campaigns, and multi-brand cooperation.”
Anna Mkrtchyan further said:
“Fraud detection and traffic quality were common topics for discussion.”
What Q2 2026 revealed for the affiliate market
Q2 2026 showed that affiliate marketing continues to develop alongside market events, changing player behavior, and growing commercial expectations. Affiliates became more selective, operators placed greater focus on profitability and retention, and successful partnerships increasingly relied on localization, clear communication, and long-term value.
These observations build on our previous look at how AffPapa’s affiliate management turns insights into profit, explaining the market trends behind the strategies that the team uses every day. As market conditions continue to change, understanding these trends can help operators build stronger affiliate relationships and stay competitive throughout the rest of the year.
