BET99: Alberta’s affiliate playbook should mirror Ontario’s model

(AsiaGameHub) –   Securing a competitive edge in Canada remains a primary hurdle for operators. We sat down with Andrew Garven, Head of Affiliate Marketing at BET99, to discuss why authenticity has become a vital component for affiliates aiming to drive player engagement.

iGaming Expert: How has the affiliate marketing landscape in Canada transformed as the market has reached maturity?

Andrew Garven: If you are still relying on traditional SEO volume tactics in Canada, you are already falling behind. The industry has moved away from a focus on CPA and search rankings toward a model built on trust, quality, and accountability. Regulation didn’t stifle the market; it refined it. Today’s leaders are affiliates who cultivate genuine relationships with their audience rather than simply operating as traffic funnels.

How vital are affiliates in guiding players toward the regulated market and away from unregulated alternatives?

Having experienced both sides of the operator-affiliate dynamic, I believe affiliates hold more influence than most regulators or operators are willing to acknowledge.

They serve as the primary gatekeepers at the top of the funnel, dictating discovery and establishing trust. When executed correctly, they steer players toward regulated platforms; when handled poorly, they can just as easily direct them toward unlicensed sites.

In a landscape like Canada, where both regulated and unregulated ecosystems exist, the role of affiliates in educating users and fostering trust is essential—provided they prioritize quality and compliance.

Why is authenticity such a key tool for affiliates to engage players and support the growth of regulated markets?

Authenticity is paramount because affiliates operate at the intersection of discovery and trust. Users in regulated markets are more sophisticated and have higher expectations; they can easily spot generic or purely transactional content. Authentic affiliates distinguish themselves by providing genuine insights, transparent comparisons, and evidence-based recommendations, which fosters long-term credibility.

This is particularly critical for toplists: if inferior or obscure brands are ranked above reputable, industry-leading operators, it erodes trust in the platform. Once that credibility is gone, users won’t return. In regulated markets, authenticity is more than just a differentiator—it is a direct driver of retention, engagement, and the long-term viability of the affiliate ecosystem.

What impact will the World Cup have on the ability of affiliates to engage the market and capture market share?

Soccer is already the world’s leading sport for betting, so the 2026 World Cup will not necessarily create new demand, but rather concentrate existing attention. You will see casual bettors re-engaging, lapsed users returning, and experienced players becoming significantly more active—all simultaneously.

For Canada, the fact that it is a co-host elevates the tournament from a global event to a domestic cultural phenomenon. That is significant. It brings betting into the mainstream conversation in a way we haven’t witnessed before, perhaps with the exception of Canada vs. USA hockey at the 4 Nations and Olympics.

For Canadian affiliates, this creates a uniquely favorable environment to capture market share quickly, but I would emphasize that this is a temporary spike, not a structural change. Success will go to those who can convert this surge in interest into lasting user value before the market stabilizes.

Which types of iGaming affiliates have been most effective at engaging the Canadian market?

The most successful affiliates in Canada are those that have transitioned into multi-channel, personality-driven media brands.

The top brands are backed by real people—creators, analysts, and voices that audiences trust and return to consistently.

While SEO and comparison tools remain important for discovery, they are merely the starting point. The user journey is no longer linear. A user might land on a site, but then check their social media, watch a video, read comments, and get a sense of who is behind the brand. That is what builds the trust that ultimately leads to conversion.

It is no longer about a single channel. The winners are those who integrate multiple channels to build relationships, because in this market, while attention may be fragmented, trust remains personal.

In a newly regulated market like Alberta, should affiliates that previously operated in the grey market be welcomed into the regulated space?

Yes, provided they adhere to regulatory and compliance standards. In Alberta, grey-market affiliates bring established audiences, local expertise, and proven acquisition strategies, which are valuable in a new regulatory environment. However, we must see a definitive shift toward transparency, responsible gambling, and compliant operations. Those who adapt quickly can become trusted partners in the regulated ecosystem, while those who do not pose a risk to operators and the market should not be included.

As Alberta opens up, what role will affiliates play in helping new operators gain market share?

As Alberta launches, affiliates will be essential to capturing market share, and the strategy should mirror the Ontario model. However, unlike the early days of Ontario, category awareness is already high due to the significant marketing budgets of Tier 1 operators in Ontario and the U.S. This makes the affiliate landscape more competitive, not less. SEO alone will not suffice. The winners will be those who build trusted brands across content, social media, and community platforms, helping users decide where to play rather than just where to click.

Garven is scheduled to speak at the SBC Summit Canada, taking place from 19–21 May at the Metro Toronto Convention Centre. The event will gather operators, suppliers, regulators, and affiliates at a critical juncture for the Canadian gaming industry as Alberta moves toward a regulated market expected to follow the Ontario framework.