New suite of analytics tools empowers game studios to identify affiliate partners, benchmark performance versus competitors, target specific markets and the publishers performing within them and monitor content – all from a single platform.
Cambridge, 31st March 2026 – First Look Games (FLG), the data-driven iGaming marketing intelligence platform that connects game studios and affiliate publishers, has launched FLG Analytics, a comprehensive marketing intelligence suite designed to give game studios unprecedented visibility into how their titles are represented, reviewed and ranked across the iGaming affiliate market. FLG Analytics provides game studios with unique benchmarking insights in how they perform against their competition.
Game studios invest heavily in developing and launching new titles, yet they have historically had limited insight into how those games are being marketed to players by the affiliate websites that drive a significant proportion of new depositing customers for operators. Layered on top of existing, market-leading reporting, FLG Analytics addresses this blind spot by providing studios with the tools to make data-driven decisions about their affiliate marketing strategy and enables them to target specific affiliate portals based on geographical market presence and performance – all from within the First Look Games platform.
Five Core Modules
Website Directory: A searchable database of over 1,000 vetted iGaming affiliate publishers, allowing studios to identify the right websites to engage when planning a game launch. Studios can filter by country market, traffic, SEO performance and keyword relevance to build targeted outreach strategies and sense-check commercial deals with prospective affiliate partners.
Studio Benchmarking: Enables game studios to benchmark their performance against competitors at a studio level across key metrics including share of voice, player reach, review volume and AI-powered sentiment analysis. With over 740 studios indexed on the platform, Studio Benchmarking transforms competitive intelligence from a manual, spreadsheet-driven exercise into a live, continuously updated dashboard.
Game Benchmarking: Extends benchmarking to the individual game level, giving studios the ability to compare how specific titles are performing relative to competitor releases. Studios can track review coverage, top performing publishers, sentiment scores and overall affiliate engagement for each game, enabling them to refine marketing strategies on a title-by-title basis and identify which games are gaining traction in target markets – and then target those publishers ideally placed to impact that traction further.
Content Monitor: A real-time tracking tool that captures every piece of content published about a studio’s games across the FLG publisher network. Studios can filter by website, game title, geography and date to monitor review output, track sentiment trends and build an evidence base for IP and trademark protection. Content Monitor ensures studios know not just where they are being talked about, but how.
Instant Messaging: A built-in communication channel that enables game studios to contact verified affiliate publishers directly through the FLG platform. Publisher verification is an additional layer of protection to ensure studios are conversing with site owners. By centralising commercial conversations within the ecosystem, Instant Messaging streamlines the process of initiating partnerships, negotiating deals and coordinating marketing efforts on game launches – replacing fragmented email chains and LinkedIn exchanges with a single, purposeful interface.
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 being truly presented to players by the affiliate community. FLG Analytics changes that. For the first time, studios can identify the best affiliate partners to promote their games, target specific country markets, benchmark their performance against competitors and track content output in real time – all from one platform. We’ve built the studio-affiliate marketing intelligence layer that the iGaming industry has been sorely missing.”
FLG Analytics also delivers value for affiliate publishers. The Website Directory positions verified publishers in front of every game studio on the platform, showcasing their reach, market coverage and content quality with data that demonstrates their value as a marketing partner. Publishers who verify their sites through FLG continue to benefit from advanced access to game information and assets, FLG’s accuracy management service to maximise quality control of content and now direct visibility & contactability to studios actively seeking player reach in their markets.
The launch of FLG Analytics follows a period of significant growth for First Look Games. The platform now serves a community of over 1,000 vetted affiliate publishers reaching more than 50 million casino players around the world, with more than 740 game studios and 45,600 indexed. Recent milestones include the introduction of AI-powered sentiment analysis, the launch of the unique, pure-performance Top of the Slots monthly game rankings and continued publisher & studio expansion into high growth markets across the world.
Galanis added: “Affiliates are the single most important marketing acquisition channel in iGaming, driving anywhere from 19 to 95 percent of new depositing customers for operators, depending on the market At the lower end of this percentage scale is the UK, where above the line marketing has been legal since 2006. In revenue terms, based on UKGC data, which states that the slots market is worth £4.2b in GGR per year, this translates to an estimated £798m being derived from affiliate activity. Based on known studio commercials with operators and the number of new and active games in the market, this means, affiliates generate on average £57k per slot game and in excess of £300k for the top slot games per year in the UK alone. For games active in more affiliate-dependent markets, this figure will snowball the true value of affiliate partnerships to game studios.
“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 – and we’re only just getting started. Our roadmap is focused on deepening the intelligence we provide and expanding into new markets, with our ultimate mission being to demonstrate just how valuable affiliates, and within that, individual publishers, are to a game studio’s revenue performance at a game level and in total.”
FLG Analytics is available now to game studios on the First Look Games platform. Studios interested in accessing the full analytics suite can book a demo at firstlookgames.com or contact the First Look Games commercial team directly.
