Betfair will shut down its affiliate marketing operations in the UK and Ireland from July 1, 2025. The move will see all partner links, promotions, and affiliate-driven traffic removed from Betfair.com. The company says the decision stems from mounting regulatory pressures and escalating compliance costs in its home markets.
A Sign of the Times
What might seem like a brand-specific shift actually signals a broader shake-up across the iGaming industry. Betfair, once heavily reliant on affiliate partnerships to grow its user base, is pulling out not because it wants to—but because it has to.
For years, affiliate marketing offered a low-risk, high-reward path to customer acquisition. Today, it’s a compliance minefield. Operators must now prove the source and nature of traffic, ensure all messaging meets safer gambling standards, and manage legal risk at every step.
Flutter’s Broader Cost Review
Parent company Flutter Entertainment has ramped up compliance spending across its UK and Irish brands—including Paddy Power, Sky Bet, and Tombola—dropping more than €100 million annually since 2022 on responsible gambling efforts.
The financial toll is substantial. In 2022, Flutter reported a £160 million dent in Adjusted EBITDA due to compliance changes. In 2024, it shelled out £680 million in UK taxes alone, spanning corporate tax, VAT, gaming duties, and employment levies.
Betfair’s affiliate exit is part of a wider efficiency push, which includes consolidating affiliate services onto a single tech platform and reviewing costs across Flutter’s UKI operations, from marketing budgets to Paddy Power’s retail footprint.
A Harder Road for Affiliates
While Betfair’s international affiliate programme remains untouched, its departure from the UK and Ireland sends a clear message. Operators are reevaluating the risk-reward equation, and affiliates—especially smaller ones—are being left to pick up the pieces.
With tighter rules around advertising, affordability checks, and political uncertainty clouding the horizon, affiliates must now adapt or fade out. That means diversifying markets, investing in compliance frameworks, and working hand-in-hand with operators on marketing strategies that can withstand regulatory scrutiny.
Industry Faces a New Normal
Betfair may be the first high-profile brand to pull out of these key markets, but it won’t be the last. The days of easy wins through affiliate links are fading fast. The focus now is on control, accountability, and long-term sustainability.
For affiliates, the clock is ticking. Those who survive this shake-up will be the ones who move quickly, invest wisely, and think beyond traffic numbers.
