Major Shake-Up at Unibet Sweden — What Affiliates Should Know

What Went Wrong

Unibet Sweden moved under a new licence with Kaprifol Services Ltd, meaning the previous entity’s licence (Spooniker Ltd) expired, and affiliates were instructed to remove all links and banners by 23:59 CET on 23 October.  Affiliates received a terse communication demanding removal of all creative assets and links, after which “existing links will be disabled and will no longer track customers to your account”.  This came shortly after the operator was fined SEK 10 million for insufficient customer due diligence — adding to an earlier fine in 2022.

From an affiliate perspective, this is a high-profile case of brand risk and trust erosion. Lifetime deals — once seen as the gold standard of affiliate partnerships — were terminated overnight, with affiliates left in the lurch.

What This Means for the Affiliate Industry

• Massive reputational hit: When a well-known operator treats legacy affiliates this way, it raises red flags about deal security and transparency in the industry.
• Lifetime deals under threat: Affiliates may rethink lifetime rev-share models. If major operators revoke deals due to licence changes, how safe are these contracts?
• Stronger focus on compliance: Operators are now more than ever segmenting by licence and tightening affiliate agreements to align with regulatory demands. Affiliates who aren’t fully compliant could lose out.
• Reduced brand trust with partners: Affiliates may hesitate to join large operators if contract termination risk appears real; this creates opportunity for smaller brands with stable agreements.

Recommendations for Affiliates

• Always verify the legal entity and licence status of the operator you promote.
• Ensure your contract contains protections around licence changes, legacy deals and affiliate tracking.
• Focus on diversified income models — don’t rely solely on lifetime rev-share for a single operator.
• Choose partner programmes offering clear communication, transparent terms and regulatory stability.
• Monitor regulatory transitions in key markets (like Sweden) and act early if a licence swap or change is announced.

In short: This is a wake-up call. Affiliate marketing in regulated iGaming is evolving fast — and trust, protection and clarity are now non-negotiables.

Looking for Reliable Alternatives?

If you want affiliate programmes that value transparency and long-term cooperation, check out:

• 1xPartners — trusted global brand with consistent tracking.
• 1xCasino Partners — flexible commissions and fast payouts.
• Vivatbet Partners — strong performance in regulated markets.

Choose partners who play fair, communicate clearly, and stand by their affiliates — even when regulations shift.