The buzzword of 2025 was agentic AI. It was also the year the marketing industry found itself evolving at an unprecedented rate as agencies, adtechs and networks began implementing AI into their workflows.
But the change is just stopping there. Affiliate Leaders spoke to industry experts from across Europe, the US and South America to find out what will be some of the trends in 2026.
Sam Coleman, Managing Director EMEA, NewGen
“Social is no longer a ‘one-for-all’ space. For years, the gaming industry has understood something that social platforms are only now catching up to: real influence is built in communities, not broad audiences. Gamers have always gathered in forums, live streams, guilds, and Discord servers where community is the product, not the by-product. Social media in 2026 will follow the same trajectory.
“We’re entering an era where social is no longer a ‘posting-for-everyone’ game. Instead of chasing reach for the sake of it, brands are shifting towards intimacy, dialogue and connection. Closed communities, private channels, and opt-in spaces will shape the next wave of social strategy. Audiences want to engage where they feel seen – whether that’s a Discord server for super fans, a Reddit thread for loyal users, or a broadcast channel where they can get closer to the creator or brand they care about.
“For marketers, this means redefining success. It’s not about a perfectly polished feed; it’s about curating community hubs of highly engaged people who choose to participate. Much like gaming communities that thrive because members feel true belonging, social strategies will rely on smaller, value-led groups that spark conversation and loyalty. In 2026, brands that prioritise meaning over mass will be the ones to watch.”
Dom Coleridge, Co-Founder and Commercial Director, Scale Digital
“AI has been a key talking point at most industry events this year, and it’s a theme that will only gain momentum as we head into 2026. It’s redefining how brands are discovered online, and affiliate strategies must evolve to keep pace.
“Across the industry, the FLIP (freshness, local Intent, in-depth context, and personalisation) framework, is increasingly being recognised as a way to capture the key signals guiding intelligent discovery. As AI continues to shape the future of search and discovery, content that is current, locally relevant, authoritative and closely aligned with user intent will rise to the top.
“To achieve this, agencies, brands, and partners will need to invest in tools and platforms that optimise their AI search rankings. These technologies are likely to become central to everyday workflows, enabling teams to stay ahead of evolving algorithms and deliver content that performs. At the same time, embedding AI infrastructures to analyse client sentiment and manage relationships will become as fundamental to success as today’s leading CRM systems.
“Looking ahead, as audiences shift toward richer formats like YouTube, connected TV (CTV), and in-app environments, brands that combine intelligent tools with strategic media partnerships will be best positioned to drive measurable outcomes and future-proof their digital presence.”
“We’re entering an era where social is no longer a ‘posting-for-everyone’ game”
Niki Chana, Programmatic Strategy Director, SBS
“By 2026, I think everyone in the advertising industry will feel just how quickly the landscape continues to shift under the influence of AI. There will be excitement, of course, but also fatigue. Teams will still be under pressure to do more with less, to adapt almost overnight, and to stay optimistic while questioning what their roles will look like in the near future.
“While much of the conversation will focus on automation and job cuts, it will remain essential to see AI as a tool rather than a replacement. Its effectiveness will depend entirely on the people guiding it. The real test will be how well the industry balances efficiency with empathy, and data with instinct.
“Brands will grow more sophisticated in how they use data and AI to drive performance, but human insight will still be needed to give those outcomes meaning. The focus should be on creating new roles, supporting teams, and using AI to strengthen strategy rather than simply reduce headcount.”
Christian Kirk Rasmussen, Co-Founder and Co-CEO, Better Collective
“Affiliate marketing in sports betting and iGaming is entering a new era. What was once focused on acquisition is becoming a broader, fan-centric ecosystem. With the rise of AI, the real opportunity now lies in engaging fans across their entire journey, from discovery and education to loyalty and retention.
“At Better Collective, we see this shift and contribute to it every day. Fans don’t separate between media, betting, and entertainment – they simply want great experiences. That’s why we’ve built a global house of brands with more than 450 million monthly visits that inform, connect, excite and inspire fans worldwide. And that’s why we have built Playbook – our AI-powered betting solution that uses advanced image recognition to redefine how fans interact with and place their bets.
“Data and technology play a key role, but so does trust. When fans feel informed and valued, sustainable growth follows naturally. The future of affiliate marketing won’t be defined only by clicks, but by connection.Those who succeed in 2026 and beyond will be the ones who truly put fans first.”
Manuel Stan, CEO, Catena Media
“In 2026, iGaming affiliates will be navigating a shift driven primarily by generative search. As search engines increasingly integrate AI-powered, conversational summary results that answer user queries directly, traditional click-through channels are shrinking. For affiliates in iGaming, this means less reliance on traditional SEO, review site and click funnels, and more emphasis on brand-driven, trust-based engagement models.
“Generative search elevates the value of original expertise, community voice, and purposeful content rather than purely keyword-based volume. Affiliates who build strong brands, engage loyal audiences, and create unique value will win the customer. By investing in brand-building that fosters user engagement and loyalty, affiliates mitigate risk from algorithmic change and differentiate themselves in crowded markets.
“Practically, this means shifting away from chasing traffic spikes and instead focusing on long-term audience assets: communities, interactive content, personalised offers, and partnerships that deepen trust. With generative search reducing the click opportunity, the goal is for the customers to become loyal brand advocates rather than one-time converters. By owning the brand relationship, affiliates stay relevant, visible, and valuable – not just to users, but to operators who will also have to make the adjustment to reward quality over quantity.”
Martin Carlevaro, Affiliate Manager, Growe Partners
“By 2026, affiliate marketing in Latin America will continue to evolve towards more sophisticated, data-driven models. Key trends point to greater integration of AI and data analytics to optimise affiliate selection, segment audiences, and personalise offers. Affiliates will no longer be just traffic channels, but strategic partners capable of generating high-value content focused on specific niches and improving the user experience.
“The large number of offers available, both for affiliates and the general public, means that brands must increasingly focus on retaining and enhancing the value of their affiliates, rather than viewing them solely as a conversion and acquisition channel.
“Regarding social media, Kick is showing growth over Twitch, following the trend seen at the end of this year in streaming platforms. On the other hand, video platforms are showing an increase in YouTube shorts and TikTok – networks where more robust iGaming promotion in Latin America still needs to be developed.
“Local regulations will continue to have an impact, with a focus on compliance and responsible gaming. In short, affiliate marketing in 2026 will be more strategic, technologically advanced, and geared towards trust and specialisation.”
“iGaming affiliates will be navigating a shift driven primarily by generative search”
Eric Gaigher, Performance Director, Flutter Brazil
“Looking to 2026, Betnacional (part of Flutter’s operation in Brazil) sees a market heading toward consolidation through responsible innovation:
“The future likely lies in affiliate professionalisation and in the use of technology and data for more targeted, efficient campaigns – always within ethical and regulatory parameters. The focus will be on building long-term partnerships based on real performance, transparency, and commitment to responsible gaming.”
The pressure isn’t only from regulation and costs. Major operators are shifting their focus toward data, segmentation, customer journey, and retention—and away from raw acquisition.
Bruna Lima, Affiliate Analyst, F12Bet
“Affiliate marketing doesn’t operate in isolation. It directly depends on branding to achieve consistent results. When a brand has a clear positioning, defined purpose, and solid communication, the affiliate gains a foundation to work with credibility.
“In 2026, this integration between brand and performance will be the central focus of the market. It’s not enough to generate clicks; trust must be built. Companies that recognise the affiliate is an extension of the brand, not just an acquisition channel, will stand out.
“Audiences are increasingly attentive to the coherence between message and experience, which requires a joint effort between branding, content, and performance. The future of affiliate marketing lies in more strategic partnerships based on data, reputation, and purpose. The affiliate and the brand need to tell the same story, and it is in this alignment that growth becomes truly sustainable.”
Laura Gago, COO, Betandeal (Spain and Brazil)
“In 2026, affiliate marketing in Latin America will be defined by a much more strategic approach around the community. With markets such as Brazil and Mexico entering a phase of maturity, brands will look for partners capable of generating lasting relationships with players, not just acquisition peaks.
“In this context, the role of the content creator will be more decisive than ever. The key trend will be the consolidation of creator ecosystems: cohesive, professionalised groups aligned in narrative, values and metrics. At Betandeal we are already promoting this model, connecting dozens of creators in different countries to generate an environment of trust that enhances both recruitment and retention.
“The community not only attracts the player: it accompanies them, educates them and builds their loyalty. Audiences will increasingly demand authenticity, transparency and hybrid experiences between digital content and real interaction. Events, activations and collaborative projects will be essential to strengthen the relationship between creators and players. In 2026, those companies that manage to turn the community into a strategic, scalable and measurable asset at a regional level will lead.”
This article was first published in issue 4 of Affiliate Leaders, SBC Media’s print magazine for senior marketers and affiliates. SBC will launching an new site dedicated to covering the latest news, trends and insights for affiliates soon.
The buzzword of 2025 was agentic AI. It was also the year the marketing industry found itself evolving at an unprecedented rate as agencies, adtechs and networks began implementing AI into their workflows. But the change is just stopping there. Affiliate Leaders spoke to industry experts from across Europe, the US and South America to