Germany’s iGaming Market Through an Affiliate Lens: Key Insights from Mark Seibert

I dug into the recent interview with Mark Seibert (Editor-in-Chief of Online Casinos Deutschland) and pulled out the parts that really matter for affiliates: what’s happening, why it works, what to watch, and how you can position yourself.

Major Market Shifts

Mark explains that one of the biggest moves is mobile dominance. Ten years ago, German players sat at laptops for long sessions. Now, over 80% of players use smartphones or tablets. What this means: speed, simplicity, thumb-friendly interfaces are essential. If your funnel lags more than a couple of seconds, you’ll lose players.
He also highlights AI’s role — operators no longer run blanket promos. They’re tailoring offers based on player type (slot vs blackjack regular), play time (after work vs weekends), and even device. On top of that, AI tools are increasingly used for harm-prevention: spotting abnormal deposit spikes or late-night sessions and then stepping in with warnings or breaks.Of course the regulation is strict. Germany’s 2021 Interstate Treaty built one of the world’s tightest frameworks: €1,000 monthly deposit cap for licensed casinos, self-exclusion systems like OASIS, mandatory break systems. Operators have to balance being attractive and being compliant.
Despite the tight regulation, innovation hasn’t died — it’s evolving. Mark mentions gamification (missions, badges, ranks), live-casino with social interaction, and even VR/AR ideas. These are slower to roll out in Germany because of regulation, but they’re gaining traction.
In comparison to other markets, Germany might seem “harder to win”. But that’s also what makes it stable. For affiliates, that means less wild ups and downs and more predictable behaviours.

How Affiliates Should Use These Insights

If I were talking to you over drinks, I’d say: “Germany is a serious play—but you have to play smart.”
First: Quality over pure volume. Since there are deposit limits and regulated offers, operators will prefer affiliates who send players who stay, deposit again, and operate within the rules. If your traffic is high-risk or sloppy, you’re less likely to get good terms.
Second: Mobile-first is non-negotiable. Your landing pages, creatives, funnels need to load fast, be thumb-friendly, and localised in German. Payment methods like Sofort, Giropay, maybe PayPal and known German-friendly methods make a difference.
Third: Play with AI-informed offers. Affiliate content should mirror the operator’s trend — e.g., “New mission unlocked: play 20 spins between 6-9PM and earn your badge”. These gamified hooks resonate. If you understand how the operator is using AI/personalisation, you can craft offers that align and convert better.
Fourth: Compliance is part of your brand. The German market rewards compliance. If your creatives or promos break rules, the operator suffers — and so do you. Choose partner programmes that have German licenced offers, clarify tracking, terms, privacy.
Fifth: Think long-term, not “quick win”. Because of regulation, Germany won’t always favour ultra-high bonuses or risky traffic. But if you build a base of loyal players, you’ll have a stable stream. It’s less “roll the dice” and more “build the base”.

Partner Programmes Worth Considering

Since you’re looking at Germany, here are some affiliate programmes that support regulated markets and could be worth your time:

• 1xPartners — global footprint, good tracking, operates in regulated geos.
• Vivatbet Partners — strong in Europe, good for casino-focused traffic.
• Melbet Partners — multi-vertical (casino + sportsbook), useful if you want a diversified German market strategy.

Final Thoughts

Friend, Germany might look “tough”, but that’s exactly what makes it interesting. The market is mature, regulated, predictable — and that means if you do your homework, you’ll find opportunities that many affiliates skip because they want fast wins.
So: invest in localisation (language + payment + mobile), pick operators who are genuinely compliant, craft traffic that aligns with retention and regulated offers, and you’ll be positioned for growth — not just a flash spike.