The affiliate network Kiickr, launched by Game Lounge in January, is showing impressive growth. According to the project’s official LinkedIn account, by the end of February, Kiickr had increased its performance metrics by 200%. The team has not specified which exact metrics are being referred to, but given Game Lounge’s reputation in the gambling industry, such figures are drawing attention. Currently, the network operates in a closed mode: the website only offers a registration form for partners and advertisers, with no additional details. Nevertheless, the team’s activity on social media and the industry’s interest in the launch suggest that Kiickr could become a prominent player in the market.

What is Kiickr: An Inside Look

When Game Lounge announced the launch of its affiliate network in January, it wasn’t immediately clear what exactly to expect from the project. The name – Kiickr – sounded fresh and dynamic, but upon first acquaintance, the platform seemed quite “classic”: after registration, we were contacted by a manager who gave a presentation and explained how everything works. No surprises, no revolutionary solutions at the start – just a typical workflow for an industry that has been operating under these rules for a decade.

Nevertheless, this doesn’t mean the project is just another passing trend. On the contrary, the restrained launch and the lack of excessive hype suggest a mature approach. It’s clear that Game Lounge is not aiming to attract just anyone. The project’s website is still operating in “placeholder” mode: only the registration form is available, and there isn’t even a basic product description. All communication is done directly – through managers and closed channels. This format may seem overly exclusive, especially for newcomers, but in practice, it acts as a filter: random partners are screened out at the entrance, leaving only those who are truly relevant to the platform.

The first partners we’ve spoken to highlight the good response from the support team, quick verification, and the professional work of the managers. But the main feature is the feeling of being part of something “exclusive.” Perhaps that’s what creates the necessary effect: while other projects are stuck in the “we’ll launch soon” phase for years, Kiickr has already shown growth and gained momentum in just two months, without dispersing its efforts on mass outreach.

Yes, at its core, it’s the same affiliate network where advertisers get traffic, and webmasters get rewards. But when Game Lounge is behind the project, expectations are naturally different. This is not a startup from nowhere; this is a powerful player with access to top-tier brands, a deep understanding of analytics, creativity, and traffic acquisition. And even if Kiickr doesn’t seem radically new right now, it clearly has potential.

200% Growth: How to Interpret These Numbers

In a recent post on LinkedIn, the Kiickr team reported that by the end of February 2025, the platform had shown a 200% growth. However, it was not specified which particular metric had increased – the number of partners, revenues, traffic, or other metrics. Therefore, it’s important to consider what might lie behind this number and how to interpret it.

Possible Interpretations of Growth

Increase in New Partners: At the start of a project, an increase in the number of partners is a fairly expected indicator. Considering that Kiickr operates in a closed mode and is focused on attracting high-quality partners, a 200% growth could indicate strong interest from the target audience.

Increase in Revenues: If the growth refers to revenue increases, it could suggest successful platform monetization and effective work with partners. However, without specific data, it’s hard to assess how sustainable this growth is.

Growth in Traffic: An increase in traffic could suggest a rise in brand recognition and user interest. This may also be tied to an active marketing strategy and the promotion of the platform.

The Influence of Game Lounge’s Reputation

Given that Kiickr is part of Game Lounge, which is well-known for its reputation and experience in the industry, the 200% growth might be a result of trust from partners and users. Game Lounge had previously launched successful projects, such as Sub-Affiliation, which confirms its ability to manage affiliate networks effectively.

The Need for Additional Data

To make a more accurate assessment of Kiickr’s growth, additional data is needed, such as specific metrics (e.g., the number of new partners, revenues, traffic), as well as information about the monetization strategy and the sustainability of growth. Without this data, it’s difficult to draw conclusions about the long-term effectiveness and prospects of the platform.

Game Lounge and Their Approach to Affiliate Marketing

Company History and Its Authority in the Market

Game Lounge was founded in 2011 with the goal of transforming affiliate marketing in the iGaming sector, starting in the Nordic countries and expanding further. The company has established itself as a dynamic player capable of adapting to market changes and implementing innovations. Today, Game Lounge manages 131 brands across 39 countries, connecting over 10,500 customers with 350 partners on a daily basis. The company has gained recognition for its culture of growth and innovation, receiving awards such as iGaming Idol’s Employer of the Year 2021 and Business Leaders’ Employer of Choice 2021-2022.

Examples of Successful Game Lounge Products

One of the standout examples of a successful product is Kiickr – the affiliate network developed under GLX (Game Lounge Excellence), the company’s innovation hub. Kiickr is a data-driven platform designed to simplify affiliate marketing processes by providing transparency and efficiency. The platform offers tools for account management, ROI tracking, and campaign performance optimization. Since its launch in January 2025, Kiickr has demonstrated significant growth, indicating strong market interest.

Another example is GLX, the innovation center launched in December 2024. GLX serves as an incubator for iGaming startups, supporting projects related to cryptocurrencies, artificial intelligence, and new monetization models. The goal of GLX is to stimulate growth and the development of innovative solutions within the industry.

Comparison with Competitors (Including Catena Media)

In light of Game Lounge’s success, it’s important to note the actions of its competitors, such as Catena Media. In 2024, Catena Media announced the launch of its own affiliate network, Mrktplays. However, despite the announcement, the project’s website is still in a placeholder mode, with no information on its development. This contrasts with Game Lounge’s approach, which actively develops its projects and shows tangible results.

Another competitor is Gambling Affiliation, a network working with over 350 campaigns and 9,000 affiliates. However, unlike Game Lounge, Gambling Affiliation does not provide information on its innovative initiatives or new products, which may indicate a more traditional approach to affiliate marketing.

Thus, Game Lounge’s approach, focused on innovation and the development of new products like Kiickr and GLX, sets the company apart from its competitors and reinforces its leadership in the iGaming affiliate marketing sector.

Closed Registration: A Strategy of Scarcity or a Real Lack of Resources?

Why Many New Products Start with “By Invitation Only”

Many startups and tech companies opt for a closed registration model during the early stages of a product’s launch. This creates a sense of exclusivity and draws the attention of the target audience. Additionally, closed registration helps limit the number of users, which makes it easier to manage server load and ensures higher-quality feedback from early users. This approach also allows for gathering user data, which can help improve the product and tailor it to market needs.

Advantages and Disadvantages of the Closed Registration Strategy

Advantages:

• Quality Control: Limiting the number of users allows for more careful tracking and fixing of bugs, as well as collecting detailed feedback.
• Creating Exclusivity: Limited access increases the product’s perceived value in the eyes of users, which can stimulate interest and the desire to gain access.
• Managing Load: Closed registration helps avoid server overload and system issues during the early stages, ensuring the product remains stable.

Disadvantages:

• Limited Audience: Many potential users may not get access, which could reduce overall interest in the product.
• Risk of Dissatisfaction: Users who don’t receive access may feel excluded, which could negatively impact the product’s reputation.
• Dependence on Recommendations: The success of the “by invitation only” model largely depends on how effectively users will share invitations and recommend the product to others.

How to Get In and Is It Worth It?

To gain access to Kiickr, you need to register on the project’s official website. After registration, users can expect to receive an invitation that grants access to the platform. However, due to the limited number of invitations, the process may take some time.

Is it worth striving to get in? It depends on your goals and interests. If you’re an affiliate looking for new opportunities and tools to work with, Kiickr may offer unique features and prospects. However, it’s important to consider that in the early stages, the product may have some limitations and imperfections that will be addressed as it evolves.

Prospects of Kiickr?

Kiickr, the affiliate network from Game Lounge, is an ambitious project aimed at solving key issues in the iGaming industry, such as data fragmentation, outdated affiliate marketing practices, and growing regulatory compliance demands. The platform leverages advanced technical infrastructure and internal data solutions, providing partners and operators with comprehensive control and reliable analytical tools. Since its launch in January 2025, Kiickr has shown significant growth, signaling strong market interest.

However, despite the positive trends, it’s important to consider that early-stage products may face certain limitations and imperfections. The success of Kiickr will depend on the team’s ability to respond quickly to user feedback, adapt the platform to changing market conditions, and maintain a high level of partner support.

Conclusion

The Kiickr platform, launched by Game Lounge in early 2025, has already demonstrated notable success, confirming its potential as an important player in the affiliate marketing space for gambling. While many new products face challenges at launch, Kiickr, backed by the strong reputation and resources of its parent company, has already shown significant growth and developed a strategy focused on attracting partners and improving service quality.

As part of its strategy, Kiickr actively utilizes analytics, artificial intelligence, and innovative traffic optimization methods, setting it apart from competitors. The platform relies on its ability to provide partners with advanced tools and data, which becomes a crucial factor for growth and trust in the rapidly evolving iGaming industry.

A particular highlight is the platform’s closed registration strategy, which has allowed the project to create a sense of scarcity and exclusivity, which always attracts attention. This approach has its pros and cons, but in the context of startups in the tech and gambling sectors, it can play a key role in generating interest and attracting early users. In the future, as accessibility expands, Kiickr may provide even more opportunities for its users and partners if it continues to evolve based on feedback and market needs.

The affiliate network market in gambling is also undergoing significant changes, opening new opportunities for innovative platforms. With the rise of mobile gaming, the introduction of artificial intelligence, cryptocurrencies, and virtual reality, affiliate marketing continues to evolve, and companies like Game Lounge and its Kiickr platform have the potential to occupy leading positions in this rapidly changing segment.

However, Kiickr’s future depends on its ability to adapt to changing market conditions, continue offering innovative solutions, and effectively engage with partners. Given the current success and ambitions of the project, it is expected that in the coming years, Kiickr will become one of the leading players in affiliate marketing for gambling.

In conclusion, while Kiickr is still in its early stages, it has every opportunity to strengthen its position and become an integral part of the affiliate network ecosystem. It will be important to watch the platform’s continued development and its ability to meet the demands and expectations of both advertisers and affiliates. The market certainly needs new, innovative solutions, and with its approach and resources, Kiickr has the potential to meet these needs while remaining competitive and successful. As the iGaming industry grows and becomes increasingly sophisticated, platforms like Kiickr will be pivotal in shaping the future of affiliate marketing. Their ability to innovate and adapt will determine not only their own success but also the direction of the entire sector.