I’ve recently witnessed the sports betting industry growing incredibly and affiliates constantly looking for new opportunities. While the U.S. market often dominates the conversation, there are several regions outside of America that present significant growth potential. Some operate in fully legal frameworks, while others exist in a grey area. For affiliates willing to navigate these differences, the rewards can be substantial.
The Balkans as A Sports Betting Powerhouse
The Balkans region has a deep-rooted passion for sports, especially football, basketball, and tennis. As internet access expands and online betting gains popularity, this region is becoming a major player in the field.
For example, Croatia has a clear licensing system, and it’s one of the most organized betting markets in the region. Licensed sports betting companies operate legally, and affiliates can promote them without concerns about legal risks.
In the meantime, Serbia and Bosnia & Herzegovina have less strict regulations, so international betting sites operate without local licenses. This allows affiliates to work with offshore brands without significant restrictions.
In my experience, bettors in the Balkans are highly engaged with European football, particularly the English Premier League and La Liga. Affiliates who localize content and build trust with this audience can see strong returns.
A Unique and Lucrative Market in Japan
Japan’s gambling laws are strict, but its betting culture is well-developed. Many Japanese players participate in state-regulated betting on horse racing, keirin (cycling), and boat racing. However, international online bookmakers have also gained traction, even though they operate in a legal grey area.
Government-regulated betting markets in Japan are tightly controlled, but they generate billions in revenue. Affiliates focusing on these legal forms of betting can tap into a niche audience.
International betting sites attract Japanese bettors looking for more options, including football and esports betting. These platforms are not explicitly legalized, but they remain accessible to players.
The key to success in Japan is localization. Affiliates who provide Japanese-language content for Japanese betting preferences will have an edge.
Other Growing Markets to Watch
Beyond the Balkans and Japan, there are other regions where sports betting affiliates can expand their reach:
- India: While gambling laws vary by state, cricket betting is hugely popular, and international bookmakers continue to thrive in this grey market.
- Africa: Mobile betting is booming in countries like Nigeria, Kenya, and South Africa, where football dominates the sports scene.
- Southeast Asia: Offshore betting companies remain widely used in countries like Thailand, Vietnam, and Indonesia, despite local restrictions.
Where Sports Betting Affiliates Should Focus Next
In my experience, the best opportunities for sports betting affiliates lie in fast-growing markets, whether fully regulated or in a grey area. The Balkans offer a strong mix of legal and offshore betting options, driven by a passionate sports fanbase that eagerly follows major European leagues.
On the other hand, Japan presents a unique challenge—affiliates need to focus on localization and understand cultural nuances to gain traction. As the sports betting landscape keeps shifting, the most successful affiliates will be those who stay ahead of regional trends, navigate regulatory changes, and create engaging, market-specific content that truly connects with bettors.
