Why B2B iGaming Media Are Moving Toward Hybrid Models?

Authority As The New Advantage

Google’s ranking system increasingly rewards content that demonstrates real expertise. The E-E-A-T framework, which stands for Experience, Expertise, Authoritativeness and Trust, favors established publishers with transparent editorial processes and credible contributors.

B2B media that focus on regulation, technology and market insight already meet these standards. When they introduce affiliate content, Google treats it as a natural extension of authority rather than a commercial shift. As a result, these domains often outperform traditional affiliate sites that lack trust signals.

On LinkedIn, Alex Pratt, Managing Director at Clarion Gaming, observed that many established B2B media brands are being repurposed for SEO and affiliate traffic, while others launch B2C sections to monetise through player acquisition. His post highlights how quickly the boundaries between business publishing and affiliate marketing are starting to blur across the industry.

Clickout Media’s Acquisition Strategy

Few companies illustrate this trend better than Clickout Media, formerly known as Finixio. The group has built an extensive network of high authority media brands to strengthen its affiliate operations in gaming, esports and crypto.

At the end of October 2025, Clickout Media finalized the acquisition of the Gambling Insider domain and brand rights for an estimated 15 million euros. iGaming Express was the first to report on the transaction.

Following the deal, the original editorial team launched Global Gaming Insider under Players Publishing, while Clickout Media took control of the Gambling Insider domain. Years of accumulated trust, backlinks and topical relevance turned it into a highly valuable SEO asset.

As iGaming strategy consultant Pierric Blanchet observed after the acquisition, Clickout’s interest lay in the domain’s SEO value rather than its editorial legacy. In his words, “They acquired the website; not the product nor the brand. They want the SEO juice, the traffic.”

This acquisition followed earlier deals for CasinoBeats and Esports Insider, both previously owned by SBC Media. Each title carried years of industry credibility and an established readership, giving Clickout access to domains that Google already recognizes as trusted sources within the iGaming ecosystem. This reputation provides a strong foundation for expanding the group’s performance marketing network while maintaining the authority that made these brands valuable in the first place.

From Journalism To Hybrid Publishing

Clickout’s approach reflects a broader trend, the blending of editorial credibility with commercial intent. B2B media have begun to see affiliate content not as a compromise but as diversification.

Outlets such as CasinoBeats and NEXT.io now include monetized sections such as comparison pages and guides. These initiatives create new revenue streams while maintaining a clear editorial voice. The key is transparency, so readers understand what is information and what is commercial content.

This hybrid publishing model positions trade media as both storytellers and strategic partners. For affiliates, it provides access to trusted environments that convert better and rank higher. For publishers, it offers stability in a market where traditional advertising revenue continues to decline.

Buying Authority Instead Of Building It

In today’s SEO landscape, authority is the most valuable commodity. Building a trusted site from scratch requires years of consistent publishing, credible authorship and organic backlinks.

Affiliate networks have realized that buying established media shortcuts this process. A single acquisition can deliver what a new affiliate site might never achieve, history, recognition and search visibility.

Clickout’s expansion shows how performance marketing is evolving from aggressive link building toward the acquisition of reputable domains. It reflects a shift from volume to credibility and a more sustainable form of growth that aligns with Google’s preference for content backed by real industry expertise.

Balancing Trust And Monetization

The growing overlap between editorial and affiliate media introduces new responsibilities. Over commercialization risks damaging credibility, the very asset that drives rankings.

Experts point out that transparency is critical. Readers and regulators must see clear boundaries between independent reporting and affiliate promotion. The most sustainable models separate both functions while allowing them to coexist under one brand.

For publishers, the challenge is to keep their editorial voice intact while adding commercial content. For affiliates, it is to use the credibility of acquired media responsibly and avoid turning trusted brands into marketing vehicles.