Sebastian Jarosch, founder of Mithrillium Media Ltd., is a leading authority in the world of online casinos and affiliate marketing. With a wealth of knowledge and a track record recognized through numerous industry awards, his expertise speaks for itself.
Yet beyond his impressive credentials, Mr. Jarosch offers unique perspectives on the affiliate landscape—insights that few can match. That’s why we sat down with him to explore the evolving performance of casino affiliate programs and the strategies shaping their future.
What does a “smart funnel” look like in the context of iGaming affiliate marketing today, and how does it differ from traditional models?
A smart funnel can optimize your acquisition by displaying personalized offers to your audience. It adapts in real time to player intent and geolocation. Instead of displaying the same offers to every visitor, smart funnels segment users and direct them to personalized experiences, whether that’s a crypto casino, or free spin offer.
Why is focusing on quality of traffic and conversion paths more important than simply chasing higher visitor numbers?
Traffic quality is much more important than volume. Operators aren’t just looking for clicks, they want sign ups, depositors, and retained players. Affiliates that drive high quality traffic build trust with both users and operators, which leads to higher conversion rates and better LTVs. Quality traffic creates a sustainable business model that scales with performance.
How are player behaviors and expectations changing the way affiliates need to structure landing pages and content flows?
Players today expect clarity, speed, and trust signals upfront. That means fast-loading mobile pages, bonus summaries above the fold, payment methods, and clearly labeled pros and cons. Reviews must be skimmable but still detailed for those who want more. On review sites like Casino Groups the content focuses on the intent of the audience and covers all relevant areas.
What tools or metrics are you using to optimize for funnel efficiency instead of just traffic volume?
We focus mainly on clicks and conversion rates to evaluate the performance of our content. To optimize the performance of your funnel it is crucial to understand the audience and their intent when they visit individual pages. This helps us refine calls-to-action, placement of content blocks, and even button wording based on actual behavior.
How do you integrate UX and behavioral data into your content design to reduce drop-offs and improve engagement?
We map the user journey across devices and refine based on patterns. Our website content is modular, so it is very easy for us to optimize content based on the preferences of our audience. We also do A/B testing to determine which layouts and designs work best based on behavioral data.
Do you see personalization or segmentation playing a larger role in affiliate funnels going forward?
Geo-targeting, casino bonus offers, payment preferences, and behavioral segmentation will all play bigger roles. Visitors who prefer crypto casinos or Pay’n Play casinos will see different listings than bonus hunters. This not only improves UX, it boosts conversion rates because the traffic is more targeted.
What are the most common friction points in affiliate-to-operator funnels, and how can they be resolved?
Friction often occurs at bonus claim stages, unclear terms, or mismatched information between affiliate and operator. For example, if the bonus advertised doesn’t match the landing page, drop-off can happen. We mitigate this by communicating with our partners frequently and updating outdated content regularly.
How do compliance and responsible gambling messaging impact funnel performance, positively or negatively?
While some fear compliance or responsible gambling messages disrupt conversions, we find the opposite. Clear, honest messaging builds trust. Players appreciate seeing transparent terms, deposit limits, and licensing info up front. What matters is how you present it, embedding responsible gambling into the flow, not as a warning at the end. Done right, it supports both trust and conversion.
Can you share any specific improvements or experiments that significantly boosted conversion quality on your platform?
Conversion is all about user intent and having the right offers. We always do our research to understand our audience and then tailor each page to specific player groups. Our reviews consist of summaries and tables at the top of the page followed by deep dives of our experts for players who are looking for more information.
Looking ahead to 2025 and beyond, what will define top-performing affiliate funnels, and how will success be measured differently?
The best funnels will be dynamic, personalized, and data-driven. Success will move beyond FTDs to include metrics like player lifetime value and RDCs. Affiliates that combine strong tech stacks with editorial integrity will thrive. Ultimately, the winning formula will be trust + tech + tailored user journeys.
