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31 March 2026 – First Look Games (FLG), the data-driven iGaming marketing intelligence platform that connects game studios with affiliate publishers, has unveiled FLG Analytics, a new suite of tools designed to give studios deeper insight into how their games are presented, reviewed, and ranked across the affiliate landscape.
Game studios allocate significant resources to the creation and launch of new titles, yet have traditionally lacked clear visibility into how those games are marketed by affiliate websites—platforms that contribute a substantial share of new depositing players for operators.
FLG Analytics has been developed to close this gap, offering a comprehensive set of tools across five key modules:
- Website Directory – A database featuring more than 1,000 vetted iGaming affiliate publishers. The directory can be filtered by country, traffic levels, SEO metrics, and keyword relevance, allowing studios to refine their outreach strategies.
- Studio Benchmarking – Real-time competitive insights covering share of voice, player reach, review volume, and AI-driven sentiment analysis across more than 740 studios.
- Game Benchmarking – Performance tracking at the individual title level, enabling studios to compare their releases with competing games based on review coverage, publisher performance, and affiliate engagement.
- Content Monitor – Live monitoring of all content published about a studio’s games within the FLG publisher network, with filters for site, title, region, and timeframe.
- Instant Messaging – An integrated communication channel that allows studios to connect directly with verified affiliate publishers, streamlining partnership discussions and replacing fragmented communication across email and LinkedIn.
The development of FLG Analytics follows extensive feedback from both game studio clients and affiliate publishers, as First Look Games continues to enhance its platform and deliver greater value to its partners.
Tom Galanis, CEO of TAG Media and First Look Games, commented:
“Game studios spend significant resources developing world-class games, but have historically had almost no visibility into how those games are truly presented to players by the affiliate community. FLG Analytics changes that. For the first time, studios can identify the best affiliate partners, target specific markets, benchmark against competitors and track content in real time – all from one platform. We’ve built the studio-affiliate marketing intelligence layer that the iGaming industry has been sorely missing.”
The platform now supports more than 1,000 vetted publishers, collectively reaching over 50 million casino players worldwide. The importance of affiliate marketing within the sector is considerable, with affiliates accounting for between 19% and 95% of new depositing customers for operators, depending on the market.
In the UK, where affiliate influence is comparatively lower, the slots segment alone generates an estimated £798 million annually through affiliate activity. This equates to an average of £57,000 per slot title and exceeds £300,000 for top-performing games.
Galanis added:
“Despite this, there has never been a structured way for studios to understand, evaluate and engage with affiliate publishers at scale. FLG Analytics provides that structure. Our ultimate mission is to demonstrate just how valuable individual publishers are to a game studio’s revenue performance – at a game level and in total.”
FLG Analytics is now available.
