iGaming Voice: Boss Partners’ Catherine Watts on Affiliate Strategy and Market Realities

In the latest installment of iGaming Voice, AffPapa spoke with Catherine Watts, Senior Affiliate Manager at Boss Partners, to discuss her experience in affiliate management, the programme’s approach to partner relationships, and how it adapts to changing market conditions.

With several years in the iGaming affiliate space, Watts shared practical insights into what affiliates expect today and how Boss Partners positions its brands across different markets.

The Boss Partners Brand Portfolio

Boss Partners operates as a multi-brand affiliate programme, giving partners access to a range of online casino platforms with different themes and positioning. Rather than focusing on a single flagship casino, the programme offers several brands designed to suit different traffic profiles and player preferences.

Among the casino brands promoted through Boss Partners are Cashwin Casino, Zip Casino, and Betovo Casino. These platforms follow a standard online casino model, with a focus on slots and familiar table games, allowing affiliates to work with offers that are easy to position for broad audiences.

The portfolio also includes GoldSpin Casino and Spinaro Casino, which add further variety in terms of presentation and promotional structure. These brands give affiliates additional flexibility when testing performance across different geographies or traffic types.

Another name linked to the programme is Sushi Casino, which uses a themed approach while maintaining standard casino functionality. Its inclusion reflects the programme’s strategy of offering brands that differ visually while remaining operationally familiar.

Matching Brands to Affiliate Needs

Watts explained that having multiple brands within the programme allows affiliate managers to recommend specific casinos based on traffic source, audience behaviour, and regional considerations. Some brands perform better in certain markets, while others suit players looking for a more straightforward casino experience.

This brand variety also helps affiliates avoid over-reliance on a single product, giving them options when market conditions, regulations, or player preferences shift.

Communication and Transparency

Across all brands, Watts highlighted that transparency remains a priority. Affiliates are provided with clear reporting, consistent communication, and realistic expectations around performance and conversion. According to her, maintaining trust is more important than aggressive expansion, especially in competitive or regulated markets.

Looking Ahead

As the iGaming landscape continues to evolve, Boss Partners aims to keep its portfolio adaptable while maintaining stable relationships with affiliates. The programme’s focus remains on offering a manageable number of brands, clear terms, and responsive support rather than rapid portfolio expansion.

For affiliates, this approach provides a structured environment where brand selection can be aligned more closely with traffic strategy and long-term planning.