Do Players Still Believe Casino Rankings? Rebuilding Confidence in Affiliate Content

Casino rankings have always served as an excellent guide for new gamblers who need a place to start. Rankings like these can often be found at affiliate websites; and when it comes to such websites there is no greater authority than Sebastian Jarosch. The industry veteran has been involved with iGaming for going on two decades now, and has won the following awards in the field:

• Casinomeister 2020 Awards Best Casino Group
• Askgamblers Awards Best Partner 2021
• SBC Awards 2022 for Affiliate Programme of the Year

Jarosch’s expertise in the field makes him the perfect candidate to answer our questions. We are happy to announce that he has agreed to share his thoughts and experiences with us in this interview.

Do you think players trust affiliate casino rankings today as much as they did five or ten years ago? Why or why not?

Today’s players are much more experienced and no longer trust commercially biased reviews blindly. Rankings are often based on deals with operators rather than on an actual scoring system. Players now expect transparency and detailed methodologies before trusting a ranking.

What are the main factors that have caused skepticism around rankings in the iGaming affiliate space?

Affiliates often promote brands with poor track records and weak licensing in paid positions. Reviews can come across as sugar-coated instead of highlighting red flags and hidden terms. When players have bad experiences after reading a positive review, they become more skeptical afterward.

How do you ensure transparency in your ranking methodology so players understand how casinos are evaluated?

Every review focuses on hard facts, including licensing, payout speed, game selection, user experience, and responsible gambling tools. Despite having commercial agreements in place, it is crucial to deliver an honest review. Transparency builds trust by showing players exactly how rankings are determined.

Do commercial partnerships with operators undermine the credibility of affiliate rankings, or can they coexist with transparency?

Sites like Casino Groups adopt a player-centric approach despite commercial agreements in order to be successful. Affiliates must be transparent about partnerships and maintain editorial independence. Operators that truly tick all the boxes will not only convert better but also deliver long-term value to the affiliate.

What role does user feedback or complaint resolution play in influencing your rankings?

User feedback is essential because it reflects real-world experiences that data alone cannot capture. When players complain about withdrawals, customer support, or bonus terms, they can directly influence rankings. This makes the top lists more accurate and helps other players make informed decisions.

Have you noticed differences in how new players versus experienced players perceive ranking credibility?

New players are more likely influenced by rankings, while experienced players will read the fine print and compare different offers. Casino veterans will often double-check feedback on forums or reviews from other affiliate sites. This makes transparency even more critical for long-term credibility.

What signals or features help rebuild trust with users who may feel affiliate rankings are biased?

Expert reviewers who speak the language of the players can make a big difference in rebuilding trust. Players can relate when red flags are highlighted in reviews and they appreciate honesty. When visitors see that rankings are not based on commercial incentives, they are more likely to convert.

Do you believe affiliates should disclose more clearly how revenue models like CPA or RevShare affect their listings?

It can help when players understand how affiliate marketing works, but it might also distract from the actual user intent. Players know that affiliates are businesses and understand that bills have to be paid. Good content focuses on the players’ needs and helps them make the right decisions.

How do you balance the need to monetize rankings with the responsibility to present accurate, fair, and helpful content?

It is best to focus on reliable operators from the start. If an operator is known to be shady, then it’s best not to promote them at all unless you are prepared to highlight it in the review. The best monetization comes from listing top operators in high positions that convert well and keep players happy.

Looking ahead, what innovations or practices will help restore and maintain long-term confidence in affiliate casino rankings?

Verified player reviews, transparent scoring formulas, and third-party certificates can help restore trust in affiliate rankings. Personalization that allows players to filter rankings by their own priorities will also help them find their best match. Affiliates that innovate in transparency will lead the industry forward.