Affiliate Trust Signals: Why Honest Reviews Are Worth More Than Bonuses

The growing success of the iGaming industry has led to a lot of people rethinking the importance of affiliate websites. Some believe that review sites should steer away from the razzle dazzle and just focus on the basics; honest and straight forward reviews that can steer audiences in the right direction.

Sebastian Jarosch is a man who has always advocated for a transparent and honest approach to reviewing online casinos. In his capacity as Mithrillium Media Ltd.’s founder, he helped to change how many of us think of online casino reviews. His methods put emphasis on improving user experience rather than maximising search engine optimisation. Sebastian Jarosch has won the following awards for his contributions to the industry:

• Askgamblers Awards Best Partner 2021
• EGR Nordics Awards for Best Affiliate Programme 2022
• Affpapa Awards Affiliate Programme of the Year 2022

Interview Questions:

Why do you think player trust is becoming more valuable than bonus-driven acquisition in the affiliate space?

Bonuses may drive short-term conversions, but trust creates long-term loyalty and repeat visits. Players are always looking for an attractive welcome offer with favourable bonus conditions, but sustainable acquisition requires retaining them. Affiliates and operators need to invest in building trust and credibility to achieve incremental growth.

What are the key trust signals that make a casino review stand out as credible to players?

Clear licensing information, ownership details, transparent bonus terms, and unbiased pros and cons are essential for building trust with your audience. Verified player reviews and links to responsible gambling helplines also add authenticity. Players trust reviews that are thoroughly researched and written by real industry experts.

Do players still prioritise bonuses when choosing a casino, or are factors like payout speed and reputation becoming more important?

Bonuses still matter, but players want the whole package. They are looking for fast payments, fair RTPs, and large game selections. A lucrative bonus won’t convert if the operator has a poor reputation or lacks the right payment methods.

How do you ensure your reviews remain objective while working with commercial partners?

Sites like Casino Groups have standardised review procedures that operate independently of commercial agreements. Reviews are always based on research, testing, and player feedback, while affiliate partnerships are disclosed transparently. They are written by unbiased industry professionals to build trust with the audience.

What mistakes do affiliates make that undermine trust, even if they’re offering big incentives?

Players want unbiased reviews that rely on hard facts. If a casino has a bad reputation, this should be reflected in the ranking. The information in reviews must be accurate and updated regularly. Players recognize when content is biased, and short-term sales tactics often cost affiliates long-term trust.

Have you seen examples where transparent, honest content converted better than aggressive promotional messaging?

Players are very savvy these days and will immediately see through a casino review that twists the facts. If an operator ticks all the boxes and meets player expectations, it will convert. Players appreciate honesty and will engage with your content longer if they can rely on your rankings.

How do you balance clear disclosure of commercial relationships with maintaining a user-first experience?

We disclose affiliate links and partnerships on dedicated pages. Transparency builds trust, but our focus is on ensuring the content itself remains helpful and unbiased. Players understand that affiliates are providing a service and don’t mind that they receive commissions.

Do you think players in 2025 are more sceptical of affiliate sites than in the past? How do you address that scepticism?

Overall, the quality of affiliate sites has improved, but there are still plenty of publishers that rely on fake reviews to convert players. We address scepticism with transparent criteria, user feedback, and the consistent delivery of honest content. Building trust takes time, but it pays off in the long run.

What role do design elements (like badges, ratings, or verified reviews) play in reinforcing trustworthiness?

Design elements act as quick visual trust signals. Verified ratings, payment icons, and licensing badges immediately reassure players and reinforce authenticity. When combined with detailed content, they create both instant and lasting credibility.

Looking ahead, do you believe that affiliates who focus on transparency and fairness will outperform bonus-heavy competitors in the long run?

Transparency and fairness build long-term relationships with players, while promotional content often leads to short-term gains. As regulations tighten and players become savvier, credibility will be the main differentiator. Affiliates who prioritise building trust with their audience will become leaders in their niche.