Affiliate UX: Designing Seamless Comparison Journeys That Actually Help Players Decide

Sebastian Jarosch has been involved with iGaming since 2007. That means that for close to two decades he has dedicated his life to improving his own company; Mithrillium Media Ltd.; as well as the iGaming market as a whole. In an era when most online casino affiliate programs are moving towards a user experience-oriented approach, Jarosch’s expertise are far more important than ever.

His expertise and reputation speak for themselves. But for those who need any more convincing, you need only look at the awards that Jarosch has accumulated. Among the awards he has won, many will recognize the following:
 

• Casinomeister 2020 Awards Best Casino Group
• Askgamblers Awards Best Partner 2021
• EGR Nordics Awards for Best Affiliate Programme 2022

Interview Questions:

• Why is user experience (UX) becoming such a critical differentiator for casino affiliate platforms?

SEO is essential for driving traffic, but UX determines whether visitors stay, engage, and convert. The UX needs to be on point so that we can effectively monetize this traffic. Most affiliates focus on ranking for keywords, but few deliver an optimized user journey. UX has become a key area where we can differentiate from the competition.

• What are the biggest pain points players face when navigating traditional comparison or review sites?

Many sites overwhelm players with unnecessary distractions and content they don’t need. This often creates confusion for visitors and makes it difficult for them to find information relevant to their intent or even the CTAs. Players want clarity instead of clutter.

• How do you design content flows that simplify decision-making rather than overwhelm users with too much information?

The content must be easy to navigate and intuitively structured. All of our pages are focused on user intent and contain only information relevant to our audience. The reviews include images, tables, highlights, comparisons, and FAQs to break up the content and provide players with an engaging experience.

• Do you find that players prefer structured comparison tools, like side-by-side charts, or narrative-style reviews?

It really boils down to the intent and the information the user is looking for. Quick comparisons work well for experienced players who want fast answers, while in-depth reviews provide context and background. The most effective affiliate sites combine both approaches to cater to different player types.

• What role does mobile-first design play in creating a smooth affiliate experience for today’s players?

Mobile-first is essential because most traffic on sites like Casino Groups now comes from smartphones. A fast and responsive website performs well across a variety of devices and even on slower internet connections. If the content is not optimized for mobile, players will drop off and go elsewhere.

• How do you balance UX improvements with the need for effective monetization elements like CTAs and banners?

CTAs and banners should feel natural and homogeneous within the content rather than disruptive. We don’t want to distract players from the user journey with aggressive marketing, but it is important to strike the right balance to keep navigation easy and intuitive.

• Have you seen measurable improvements in conversion or retention after focusing on UX-driven changes?

UX improvements typically lead to better session times, reduced bounce rates, and higher conversion rates. By removing clutter, optimizing navigation, and focusing on relevant content, we achieved longer engagement times and greater trust. Better UX directly translates into stronger retention and lifetime value.

• What role do trust signals (such as licensing badges, verified ratings, or payment icons) play in guiding user choices?

Trust signals are important to reassure players that a site is safe and reliable at first glance. Licensing information, responsible gaming links, and verified ratings create authenticity and make players feel comfortable. Players want to be sure their money is safe when choosing a casino.

• How do you test and refine UX to ensure that design decisions are based on real player behavior?

We rely on A/B testing and analytics data to understand how visitors navigate the site. Contact forms provide additional insights directly from our audience and help us better understand pain points. Based on this data, we can optimize our UX according to real player needs.

• Looking ahead, how do you see the next generation of affiliate platforms evolving in terms of UX and player-centered design?

Future affiliate platforms will focus on perfecting UX to gain a competitive advantage. Expect personalization, community-driven features, and real-time data to shape player experiences. The affiliates that succeed will be those who design around players first and monetization second.