Game Lounge Awarded Casino Affiliate of the Year at SBC’s Affiliate Leaders Awards

During the first-ever Affiliate Leaders Awards hosted by SBC during the SBC Summit 2025 in Lisbon, Game Lounge was awarded Casino Affiliate of the Year, a powerful recognition of our team’s continued focus on performance, trust, and long-term value.

SBC’s Founder and CEO, Rasmus Sojmark, put it best: “We’ve listened closely to what this community needs, and the Affiliate Leaders Awards is the next phase, not just recognising their contributions, but celebrating them in the way they deserve.”

For years, affiliates had been the hidden engine of the iGaming and sports betting ecosystem, powering growth, driving innovation, and often shaping customer journeys in ways that rarely earned them the spotlight. That changed on this night. For the first time, SBC dedicated an entire ceremony exclusively to celebrating the affiliate community, along with the operators and suppliers who worked alongside them.

Christoffer Söderlund and Kayleigh Cassar were shortlisted for Affiliate Content Manager of the Year at the Affiliate Leaders Awards 2025. Both are known for their dedication to content, constantly pushing boundaries, crafting the right messages, and ensuring every piece of work reflects the heart of Team Game Lounge. This recognition was well deserved, and their contribution continued to strengthen the team.

The Affiliate Leaders Awards is the evolution of the Affiliate Leaders initiative, which had rapidly expanded from summit sessions to global stages in Rio and the Americas. Affiliates has their own summit, their own dedicated community and publication, and, as of that night, their own night of recognition.

The categories that night ranged from Affiliate Network of the Year and Affiliate Campaign of the Year to Affiliate Content Manager of the Year and Affiliate Technology of the Year. Crucially, the awards did not stop at affiliates. Operator strategies and supplier innovations were also spotlighted, underscoring the interconnected ecosystem that drove affiliate performance forward.

With affiliates increasingly at the centre of conversations around SEO, AI, acquisition, and new media channels, their role has shifted from support act to star player. The ceremony was not just about handing out trophies, but about cementing the affiliate sector’s place at the heart of the industry and setting the tone for what comes next.

As the industry gathered under the lights of the MEO Arena in Lisbon that evening, affiliates finally took centre stage.

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