The rise of mobile gaming has been a defining trend in the iGaming industry over the past decade, and in 2025, it’s not just a trend; it’s the new norm. With mobile devices now accounting for the vast majority of iGaming traffic, operators and affiliates alike are adapting their strategies to cater to an increasingly mobile-first audience. For affiliates, this shift presents both challenges and opportunities, particularly when it comes to campaign optimisation, UX, and platform selection.
In this blog, we’ll explore the dominance of mobile gaming in 2025 and what it means for affiliate marketers operating in today’s fast-paced, data-driven landscape.
Mobile Gaming: Now the Industry Standard
The global iGaming market has undergone a massive transformation, with mobile usage now far outpacing desktop across most regions. Advancements in smartphone technology, improved mobile connectivity (including widespread 5G adoption), and the evolution of mobile-first game design have all contributed to this shift.
According to SNS Insider, approximately 75 percent of online gamblers now engage via mobile platforms, a trend echoed by DrivResearch, which found that three in four sports bettors prefer placing wagers online or through mobile apps. Together, these insights highlight the dominant role of smartphones and tablets in reshaping user behaviour across all major iGaming verticals.
This shift is even more pronounced in emerging markets such as Latin America, Africa, and Southeast Asia, where mobile internet access is often more widespread than traditional broadband. For affiliates targeting these regions, mobile optimisation is no longer a ‘nice to have’, it’s an essential part of campaign strategy
What This Means for Affiliates
So, how can affiliates make the most of this mobile-first environment? Below are some key considerations for affiliates looking to maximise reach, engagement, and conversion in 2025 and beyond.
Mobile-First Content Creation
Affiliate success starts with content. In a mobile-dominated landscape, content must be clear, concise, and quick to load. Walls of text and slow-loading pages are conversion killers. Instead, affiliates should focus on:
- Responsive page layouts that look great on any screen size
- Scannable copy with short paragraphs, bullet points, and highlighted key terms
- Visual elements optimised for mobile, including lightweight images and vertical videos
Interactive elements like swipeable carousels and collapsible FAQs can also boost mobile engagement.
Campaign Optimisation for On-the-Go Users
Mobile users behave differently from desktop users. Their sessions are shorter, more frequent, and often occur while multitasking. This means affiliate campaigns must be:
- Fast-loading, with performance-tested landing pages
- Geo-targeted, using location data to surface relevant offers
- Time-sensitive, such as push notifications or limited-time bonuses that drive quick action
Affiliates should also revisit their call-to-action placements, ensuring they’re visible without endless scrolling.
Leveraging App Integrations and Deep Linking
As more operators launch dedicated mobile apps, affiliates have an opportunity to integrate more deeply into the user journey. By using deep linking, affiliates can direct users not just to a homepage, but to a specific bonus offer or game within the app itself.
This reduces friction and increases conversion rates, particularly when tied to exclusive in-app promotions.
Harnessing Data and AI to Understand Mobile Behaviour
The shift to mobile has given rise to new behavioural datasets that affiliates can harness to refine targeting strategies. With AI-powered tools like NetRefer CoPilot AI, affiliates can analyse how mobile users engage, which channels perform best, and where drop-offs occur.
This enables smarter campaign decisions, more efficient spend, and ultimately, better Return on Investment (ROI).
A Platform Built for Mobile Growth
At NetRefer, we’ve been supporting affiliates through every stage of the industry’s evolution. As mobile becomes the dominant channel, our data-driven, AI-powered platform ensures affiliates and operators have the tools they need to track, optimise, and scale their mobile-first strategies with precision.
Whether you're an established affiliate or just entering the space, our platform provides:
- Full access to performance insights through mobile‑friendly dashboards
- Seamless integration with mobile-optimised operator platforms
Final Thoughts
The shift to mobile is not a passing phase; it’s the foundation upon which the future of iGaming is being built. For affiliates, embracing this change means reimagining how campaigns are built, how users are engaged, and how results are measured.
By focusing on mobile-first content, app integrations, and AI-driven performance tracking, affiliates can stay ahead of the curve—and ensure their programmes thrive in a mobile-dominated world.