Canadian gaming operator BET99 has carved out a corner of the North American gaming market through its community-focused approach to gambling, sports, and entertainment.

The company’s Head of Affiliate and Content Marketing, Andrew Garven, will be speaking at SBC Summit Americas in Fort Lauderdale, Florida, next week about the modern affiliate marketing landscape in the gambling industry. Ahead of the event, we caught up with the former Covers brand strategy and marketing lead to pick his brain.

What has it been like for you transitioning from years as brand strategy and marketing lead at Legend to working on the operator’s side of the table at Bet99?

Garven: Transitioning from Legend to the operator side at BET99 has felt like a natural progression of the long-term goal I set from day one in iGaming. Coming from regulated CPG, most recently cannabis, where I experienced both pre- and post-legalization firsthand, I understood early that Canada’s gaming market would create clear winners and losers.

Legend was the ideal opportunity at that stage because it gave me a broad North American view of the industry. I was able to build strong operator relationships while developing a deep understanding of different business needs, whether supporting Tier 1 brands focused on retention and lifetime value or challenger brands aggressively pursuing acquisition.

That experience built an incredibly strong strategic foundation, but moving operator-side has allowed me to apply those insights directly within the business. Instead of advising from the outside, I’m now helping shape brand, acquisition, partnerships, and community from within, where strategy, execution, and commercial outcomes all intersect.

Having a front-row seat to BET99’s growth during my time at Legend also gave me the confidence that I had found the right culture fit and that I could step in and make an immediate impact.

BET99 considers itself a Canadian-focused entertainment company, not just a gaming brand. What has the approach been to the market, and what makes BET99 stand out from the crowd?

Garven: BET99’s approach has been rooted in thinking differently about what an iGaming brand can be in Canada, and our CEO, Jared Beber, deserves tremendous credit for that vision. From day one, Jared recognized that winning in this market wouldn’t come from simply replicating the playbook of large global operators. It required building something authentically Canadian for Canadian consumers.

What truly sets BET99 apart is our focus on community, cultural relevance, and strategic partnerships that go far beyond transactional marketing. Whether it’s through sports with the NHL, live entertainment with Live Nation, creator partnerships with icons like Georges St-Pierre, or hospitality through watch parties and local activations, our goal is to create genuine consumer connection.

We’re building a brand deeply embedded in Canadian culture. Our community of 99ers sees us at the same events they attend, whether big or small, and within the moments that matter most to them. That Canadian-first, community-driven approach is what keeps BET99 differentiated and top of mind in an increasingly crowded market.

The affiliate space has evolved so much in recent years, sometimes painfully for some stakeholders. How do you anticipate what comes next?

Garven: I believe the future of affiliate marketing in iGaming is a major shift from pure acquisition to full-funnel audience ownership. The traditional model built primarily on SEO, rankings, and first-time deposit conversions is becoming increasingly limited.

The next generation of successful affiliates will need to operate more like modern media companies: multi-channel, personality-led, and community-driven. Like leading media brands in finance, sports, or entertainment, affiliates must build trusted audiences across social, video, email, creators, and owned communities.

More importantly, affiliates have an opportunity to evolve beyond customer acquisition and become valuable retention partners. The future is not just telling consumers where to bet, but helping shape what to bet and why. By leveraging content, first-party data, loyalty ecosystems, and ongoing engagement, affiliates can help operators maintain relevance long after initial conversion, driving greater lifetime value.

How would you compare the U.S. and the Canadian gaming affiliate sectors?

Garven: The U.S. affiliate sector is generally further ahead in its evolution, largely due to larger market size, state-by-state launches, and bigger capital investment. Many leading U.S. affiliates have already transitioned from traditional SEO models into fully developed multi-channel media businesses spanning social, video, creators, email, and retention.

Canada, while growing quickly, especially in Ontario, has been comparatively more cautious. Many affiliates have been waiting for broader provincial regulation before making the same scale of infrastructure and brand-building investments seen south of the border. That said, Canada’s opportunity is significant. As regulation expands, affiliates have the chance to build smarter, trust-led, multi-channel businesses from day one rather than simply replicating older models.

How would you advise an affiliate leader to handle negotiating the varying regulatory and operational differences between jurisdictions?

Garven: I think strong affiliate leaders need to approach each jurisdiction as its own distinct market. Every region comes with different regulatory frameworks, operational realities, and cultural nuances, so a one-size-fits-all strategy simply isn’t effective. Success comes from building localized playbooks around compliance, contracts, and consumer acquisition while leveraging strong regional expertise.

The best leaders view compliance not as a barrier, but as a competitive advantage that builds trust, reduces operator risk, and supports long-term scalability. Ultimately, it’s about pairing centralized strategic oversight with localized execution, balancing commercial growth, regulatory adaptability, and consumer trust. Take Canada as a perfect example: Ontario is a mature, highly competitive market, while Alberta represents a newly regulated opportunity. While there may be regulatory similarities, your Alberta playbook in 2026 cannot mirror Ontario’s. Market maturity, consumer education, and acquisition strategy all need to evolve accordingly.

Trust is integral to success in the affiliate space. How do you build it and sustain it?

Garven: “Trust takes years to build, seconds to break, and forever to repair.”

One of my biggest criticisms of legacy iGaming affiliate leaders in recent years is that many prioritized short-term profitability over long-term consumer trust. As traditional SEO models became more challenged, editorial integrity in areas like top lists often declined. At the same time, operator brands invested heavily across multiple marketing channels, making them far more recognizable to consumers. If a user visits an affiliate site and doesn’t see credible, familiar brands reflected in rankings, it can quickly erode years of built trust. In a regulated market, trust is everything. Once you compromise it for short-term gains, it becomes incredibly difficult to rebuild.

The strongest affiliate leaders understand that maintaining editorial credibility and consumer confidence is essential for sustainable growth.

BET99’s Andrew Garven will be speaking at the SBC Summit Americas Affiliate Leaders Summit on Wednesday, June 10, on a panel entitled ‘Content That Travels: Affiliates Thinking Beyond Borders‘. You can register for tickets here.