Affiliates Meet Esports: Creating Discovery Journeys for the Next Generation of Players

Sebastian Jarosch is unrivaled when it comes to experience with the iGaming market. He is the founder of Mithrillium Media Ltd. As the head of the website, Mister Jarosch built a new age of casino reviews. One that places the client first and SEO second. In this new era of iGaming and eSports, we thought there is no one better to answer our questions.

Mister Jarosch’s history in the industry tells you everything you need to know about his achievements. But those who need further proof need look no further than the numerous awards that he has won. In 2020, Jarosch was awarded the EGR Best Affiliate Programme Award. That same year he won the CasinoMeister 2020 Award for best casino group. Most recently he won the Affpapa Awards for Affiliate Programme of the Year in 2022. His record is iron clad, and his knowledge unrivaled.

Interview Questions

What makes the next generation of players (particularly those from the esports community) different from traditional iGaming audiences?

The next generation of players is looking for fast-paced entertainment, thrilling experiences, and social interactions with like-minded enthusiasts. Esports players are typically gamers themselves, having grown up with live streaming, gamification, and social feedback. They turn to channels like YouTube, Facebook, Twitch, and Kick for information, engagement, community, and authenticity.

How can affiliates adapt their platforms and content to appeal to users who are used to the fast-paced, interactive nature of esports environments?

Affiliates need to adapt their websites to a young audience by making content more entertaining, visually appealing, and dynamic. Comparisons, live updates, short videos, and streaming help keep younger users engaged. Platforms must feel more like living communities than static directories.

Are there elements of esports culture (such as community, streaming, or gamification) that can be applied to casino and betting affiliate platforms?

Contrary to traditional casino play, esports is a highly social experience with huge communities and fan bases. Esports communities are engaged through features like comments, votes, forums, and leaderboards that foster a sense of belonging. Streaming and gamification, in the form of challenges or achievements, are already being implemented in online casinos to create social interaction and loyalty.

What discovery tools or features do you believe resonate most with Gen Z and younger Millennial users in the gambling/esports crossover space?

Personalized recommendations, live feeds, and social tools resonate strongly with Gen Z. Younger users want to see what’s trending, what streamers are playing, and what like-minded players recommend. Discovery needs to feel instant, relevant, and connected to their community.

Do you think traditional review formats are becoming outdated for younger users? What alternatives are you exploring?

Young audiences aren’t looking for static reviews. In the era of TikTok and swiping, they prefer quick video reviews, influencer opinions, interactive comparison tools, and easy-to-scan summary tables. Affiliates exploring formats like short videos, highlight reels, and community-driven ratings are more likely to connect with Gen Z.

How important is influencer or creator-driven content in shaping affiliate discovery for esports-savvy audiences?

Esports fans often trust streamers more than brands, so influencer-driven content can really help with affiliate discovery. Affiliates that partner with credible creators tap into loyal communities and gain authenticity with younger audiences.

What role does trust play among younger users, and how can affiliates build it without relying on old-school authority signals?

Trust is everything, but it has to be earned differently with younger visitors. They look up to streamers, seek peer validation, and place their trust in transparency, not just seals and certifications. Affiliates must be open about partnerships and build credibility through community, consistency, and authentic creators. Review sites like Casino Groups build trust with articles written by casino experts with real industry knowledge, unbiased opinions and helpful content..

Are you seeing increased demand for betting content tailored specifically to esports titles, and how are affiliates meeting that need?

Yes, interest in betting on esports titles like CS2, Rainbow Six Siege, League of Legends, and Valorant gained massive popularity during COVID, when hardly any traditional sports were available. Affiliates are responding with esports-focused guides, live streams, odds trackers, and tailored content that explains betting in a way familiar to esports fans. Dedicated esports sections are becoming the norm on betting affiliate sites. There are already affiliate sites that focus almost entirely on esports as the main product.

What partnerships, if any, have helped you bridge the gap between iGaming and esports audiences?

Gamers are already familiar with the fundamentals of gambling through loot boxes in games like COD, Battlefield, and Battlefront. Collaborations with influencers can help promote different products to esports audiences. These partnerships allow affiliates to speak the same language as esports fans while offering iGaming-related content.

Looking ahead, how do you envision the future of affiliate marketing evolving alongside the continued rise of esports and hybrid gambling formats?

Esports will gain more visibility on affiliate sites as the popularity of the product continues to grow. Blending esports culture with traditional betting will generate cross-sales between the verticals. Affiliates will increasingly resemble interactive media platforms, combining live content, gamified experiences, and social communities. Community and streamer-driven trust will be central to long-term success.