An interview with a Casinobonuser.nu representative, Erik Sivertsen.
In an affiliate industry often driven by volume, rankings, and aggressive acquisition tactics, a growing number of voices are calling for a different approach. One of them comes from Casinobonuser.nu, a Norwegian casino affiliate platform that has built its reputation on selective partnerships rather than mass listings. We spoke with a representative of the site, Erik Sivertsen, about why quality matters more than quantity, how the affiliate landscape has changed, and where it may be heading next.
Q: Many affiliate sites aim to list as many casinos as possible. Why did Casinobonuser.nu choose a different route?
Erik: Early on, we noticed that more listings didn’t automatically mean more value for users. In fact, the opposite was often true. When players are faced with dozens of nearly identical casinos, it becomes harder to understand what actually sets an operator apart. We decided to focus on fewer brands, but make sure each one meets clear standards in terms of licensing, transparency, payment methods, and overall player experience.
Q: What does “quality” mean in practice when evaluating a casino partner?
Erik: We assess payout speed, bonus terms, customer support responsiveness, and how clearly information is presented. A generous bonus means very little if the wagering requirements are unrealistic or poorly explained.
Q: The iGaming market is evolving quickly. How has that affected affiliate work?
Erik: Affiliates today carry much more responsibility than they did ten years ago. In many markets, players rely on affiliates as their main source of guidance, particularly where local regulation is restrictive or confusing. That means accuracy, updates, and context are critical. Publishing outdated or misleading information might bring short-term clicks, but it damages trust long-term.
Q: Do operators also benefit from a quality-first affiliate approach?
Erik: Absolutely. Serious operators don’t just want traffic — they want informed players who understand the product and stay longer. When affiliates focus on quality, the players they send are better aligned with the casino’s offering. That leads to healthier retention and fewer disputes, which benefits everyone involved.
Q: There’s increasing pressure from regulators and platforms on gambling-related content. How should affiliates respond?
Erik: By being proactive. Clear disclaimers, responsible gambling messaging, and honest comparisons shouldn’t be seen as obstacles. They are part of building credibility. Affiliates who ignore this shift may struggle in the future, especially as search engines and regulators become more strict about gambling content.
Q: Looking ahead, how do you see casino affiliation changing over the next few years?
Erik: We expect fewer “everything-and-anything” affiliate sites and more specialized platforms focusing on specific regions, payment methods, or player profiles. Trust will become a competitive advantage. Affiliates that act more like consumer guides than sales funnels will be the ones that last.
The conversation with Casinobonuser.nu highlights a broader shift within the affiliate industry. As online gambling markets mature and scrutiny increases, the role of affiliates is changing. Quantity may still drive visibility, but quality increasingly drives trust — and in the long run, trust is what keeps both players and operators coming back.
