Inside iGaming.com Group’s B2B model and owned lead-generation network

iGaming.com Group runs more than 300 websites across over 40 regulated markets, offering B2B lead generation through brands the company owns and operates. Founded in Varna, Bulgaria, in 2011, the affiliate marketing group employs roughly 300 staff working across 27 countries in 25 languages, and markets its offer to operators as market-specific reviews, data-led comparisons and SEO-driven content that converts. The group’s latest portfolio addition is Relevo.com; the 2026–27 season is the first full editorial cycle Relevo has published inside the group.

How the iGaming.com Group B2B model delivers leads

The group’s commercial product is straightforward: operators buy traffic and registrations generated by editorial sites the group controls. That means the company edits and publishes the content that feeds conversion — from local reviews to comparison tables — rather than acting as a third-party referral only. The portfolio includes Italy’s sitiscommesse.com, the UK’s Bestbettingsites.co.uk, Slots.info and the global comparison site Online-Casinos.com.

Local editorial teams build pages targeted at the licensed market that each page serves and the group says those pages are written to meet both SEO goals and local regulatory obligations. For operator compliance teams this approach reduces a common friction point with affiliates: the publisher is responsible for matching page-level local licence requirements, not an anonymous external referrer.

Compliance and market-by-market licensing [regulation]

iGaming.com Group works only with operators licensed by the recognised regulator in the market each page targets. The group explicitly names Italy’s Agenzia delle Dogane e dei Monopoli (ADM), the UK Gambling Commission, Germany’s Gemeinsame Glücksspielbehörde der Länder (GGL) and Spain’s Dirección General de Ordenación del Juego (DGOJ) among the regulators it follows. Local teams in Germany, the UK, Spain and Italy track licensing, advertising and safer-gambling rules on a market-by-market basis.

The company emphasises its compliance record: it says it has not faced an enforcement action from a gambling or advertising regulator in any market where it publishes since it was founded. That record is presented as a commercial benefit when affiliate managers assess new partnerships.

Player protection and iGamingCare

Player protection is integrated into the group’s network through its safer-gambling platform, iGamingCare. The platform includes a self-assessment test, a directory of professional support centres, a safer-gambling guide, guidance on deposit limits and reality checks, and a 24/7 AI support chat. The group positions these features as part of the product offered to operators and audiences on pages it owns.

The group’s approach ties editorial and safer-gambling messaging together: local teams adapt content to each market’s expectations and regulatory requirements. Spain is an example where the regulator has built more active interventions, including its own intervention algorithm, and local compliance demands shape what publishers can and cannot run.

Geographic footprint and operational setup

Operationally, the group maintains hubs in Berlin and Varna and has teams in New Jersey, Amsterdam, Milan and Netanya. The company adopted a remote-first policy in 2022. Germany, the UK, Spain and Italy remain core markets; the company says coverage is growing in Denmark, the Netherlands and other regions.

For platform or operator teams evaluating a partner, the geography matters because compliance obligations and advertising rules still vary by licence. The group’s localised staffing model is presented as the mechanism that lets it keep pages aligned with national rules.

Relevo acquisition and editorial independence [news]

Relevo.com, the Spanish sports outlet launched by Vocento in 2022, is the group’s most recent addition. Vocento no longer holds any interest in Relevo, and Relevo now publishes inside iGaming.com Group. Giannina Mundaca Castillo, Editor-in-Chief of Relevo, said, > "Editorial independence is one of Relevo’s core principles. Decisions about what to publish and how to approach each subject will remain with the editorial team." The 2026–27 season is the first full editorial cycle Relevo has run under the group’s umbrella.

Andreas Ditsche, Chief Executive Officer of iGaming.com Group, framed the move as strategic for Spain and as a long-term play: > "Spain is an important long-term market for iGaming.com Group," he said, describing the aim as building a high-quality and financially sustainable media brand supported by the group’s technology, data and operational capabilities.

The addition of a mainstream sports publisher reflects how betting and gaming companies have historically accessed sports audiences — through sponsorship and brand deals — and how media ownership provides an alternative route to reach sports fans without direct commercial sponsorship placements.

What operators and affiliate managers should read from the model [/b2b]

For operators looking for a partner, the proposition is clear: buying traffic from an owned-and-operated network shifts responsibility for local compliance and content quality to the publisher, and gives the operator a predictable source of traffic that is optimised for conversion in that market. The trade-off is that the partner list the group accepts is deliberately narrow: it works only with operators licensed in the market each page serves.

Affiliate managers should weigh three concrete items when assessing a deal:

1. The market licence coverage of the pages that will carry their brand or links.

2. The group’s claimed enforcement record and its local compliance staffing levels.

3. The integration of safer-gambling features such as iGamingCare on conversion paths.

That checklist reflects the product the group sells: traffic that converts, but traffic that comes with an audit trail and a compliance-first editorial process.

Where this sits in the wider market

Owning editorial inventory is a different commercial model to traditional pay-per-click affiliate relationships. The group’s scale — more than 300 sites, operations in 27 countries and a remote-first structure since 2022 — is the commercial argument it uses when it negotiates with operators and agencies. Whether ownership of mainstream outlets such as Relevo changes how the industry reaches sports audiences will be visible over future commercial cycles, particularly in markets with active regulator interventions like Spain.