TAG Media

What TAG Media does

TAG Media is a privately held UK-headquartered B2B affiliate marketing company specialising in the iGaming sector, founded in 2006 and operating as a fully remote business across five continents with approximately 30 employees and offices in Tonbridge (UK) and East Meadow, NY (USA). The company serves iGaming operators (online casino, sports betting, daily fantasy sports, sweepstakes), game studios and affiliate publishers through four product pillars: affie.ai, an AI-powered affiliate manager assistant co-developed with Gamblitude and launched April 2026, which analyses affiliate performance in real time and recommends actionable next steps; First Look Games, a wholly-owned subsidiary content marketing and data analytics platform operating since 2018 and connecting 1,000+ publishers with 70+ game studios; TAG Connect, a self-serve affiliate network solution charging €300 per affiliate introduction plus a 10% master affiliate commission; and an award-winning agency division providing full affiliate programme management, business development and consultancy, with over 150 years of collective team experience and multilingual coverage across 10 languages.

The business model blends professional services (agency retainers, consultancy and Affiliate Management Academy training with 400+ affiliate managers trained), SaaS/recurring subscription revenue (First Look Games and the upcoming affie.ai subscription), and transaction-based fees (TAG Connect). The company has successfully launched more than 50 affiliate programmes globally and claims $420M+ in cumulative affiliate payouts processed, 50+ FTDs per month delivered to clients, and 45M+ players reached through its publisher network. Distribution and credibility are reinforced by consistent EGR Power Affiliate top-25 ranking for six consecutive years, iGB Best Agency wins in 2023 and 2025, and Affiliate Employer of the Year awards in 2023 and 2024.

TAG Media's revenue model is diversified across enterprise agency services, a self-serve affiliate marketplace, and AI/SaaS products, with named enterprise clients including bet365, Lottoland, Entain, William Hill, PrizePicks and Playstudios. The company acquired Punters Lounge in early 2022 to support its pivot to US affiliate markets and is now actively seeking external investment to scale its team and technology investments, having been bootstrapped through its 19-year history.

Name

TAG Media

Legal name

TAG Media Limited

Website

https://tag.media

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

TAG Media is a UK-based B2B affiliate marketing company serving iGaming operators, game studios and publishers through AI-powered tools (affie.ai), content platforms (First Look Games), affiliate network solutions (TAG Connect), and full-service agency programme management.

Ownership category

akta.pro rank

Product category

iGaming Affiliate Marketing Services

NAICS

Media Buying Agencies (54183), Media Representatives (54184)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Technology & B2B PR (MPAAADAC)

Keywords

• IGaming affiliate marketing
• Affiliate programme management
• Affiliate network platform
• Gaming content marketing
• Affiliate consultancy services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. TAG Connect - Cost per Affiliate Introduction: Operators pay €300 per affiliate referral triggered by first FTD (First Time Depositing Customer). One-time transaction fee per newly activated affiliate.
2. TAG Connect - Master Affiliate Commission: 10% of total aggregated payable commission due to all newly and previously referred affiliates during each calendar month (combination of CPA fees and Revenue Share fees). Recurring monthly revenue stream.
3. Agency - Affiliate Programme Management Services: Full affiliate programme management support for iGaming operators to plan, launch, build and grow affiliate programme operations. Voted Best Agency at the 2023 and 2025 iGB Awards.
4. Consultancy & Training: Broader marketing consultancy and the Affiliate Management Academy providing training to iGaming executives. Training course providing practical learning and personal development.
5. First Look Games Platform: SaaS platform for game studios and online casino publishers. Connects studios with publishers to build content and commercial partnerships. Over 410,000 casino reviews created reaching over 45 million players.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels5 records

Core offering

TAG Media provides B2B affiliate marketing products and services for the iGaming industry, including AI-powered affiliate management tools (affie.ai), a content marketing and analytics platform connecting game studios with publishers (First Look Games), a self-serve affiliate network (TAG Connect), and a full-service agency offering affiliate programme management, business development, consultancy, and training for online casino, sports betting, and daily fantasy sports operators.

Product overview

TAG Media operates as a diversified iGaming affiliate marketing company offering both B2B products and agency services. The product portfolio consists of four main pillars: (1) affie.ai - an AI-powered affiliate management decision-support tool launched April 2026 in partnership with Gamblitude; (2) First Look Games - a content marketing and data analytics platform connecting game studios with publishers, operational since 2018; (3) TAG Connect - a rapid go-to-market affiliate network solution for operators; and (4) Agency Services - full-service affiliate programme management and business development. Supporting services include consultancy, training (Affiliate Management Academy), and the owned Punters Lounge community platform. The company has successfully launched 50 affiliate programmes globally and combines over 150 years of collective team experience.

Differentiator

Problem solved

Functional benefit

Brands

• First Look Games: A pathfinding subsidiary company providing content marketing and data analytics platform for game studios and online casino publishers, connecting game studios with digital publishers to build content and commercial partnerships
• affie.ai
• TAG Connect
• Affiliate Management Academy
• Punters Lounge

Products and services

• affie.ai AI-powered affiliate manager assistant that analyses affiliate performance in real time, identifying risks, opportunities, and recommending clear, actionable next steps for iGaming affiliate programme operators. Built for Affiliate Managers, Heads of Affiliates, and CMOs needing consistency, confidence, and visibility across programmes.
• First Look Games Marketing intelligence and content platform connecting game studios with digital publishers. Provides game information, assets and content on new slot titles, along with FLG Analytics for benchmarking affiliate campaign performance against competitors. Services over 1000 publishers and 70 game studios with over 410,000 casino reviews reaching 45+ million players.
• TAG Connect Rapid go-to-market affiliate network solution for trusted iGaming operators seeking to scale affiliate activity globally. Includes affiliate prospecting, outreach, commercial deals, onboarding, and campaign activation. Operators pay €300 per affiliate referral (triggered by first FTD) plus a 10% Master Affiliate Commission on aggregated payable commission.
• Agency Services - Affiliate Programme Management Full-service agency offering providing iGaming operators with end-to-end affiliate programme management support to plan, launch, build and grow affiliate programme operations. Voted Best Agency at the 2023 and 2025 iGB Affiliate Awards. Over 150 years of combined team experience and 10 languages.
• Affiliate Business Development Market-leading affiliate business development services helping iGaming operators scale into new markets and verticals. Team possesses fluency in English, German, Italian, Finnish, Romanian, Hungarian, and Japanese, with recent experience building ground-up affiliate programmes in Canada, New Zealand, Mexico, South America, Japan, and India.
• Consultancy and Training (Affiliate Management Academy) Broader marketing consultancy helping iGaming and social gaming operators strategise and scale digital marketing activities, combined with the Affiliate Management Academy training programme powered by Gaming Operations Academy. Has trained over 100 affiliate managers in person and 300+ via virtual courses.

Quantifiable outcome

• 50+ affiliate programmes launched globally
• +4 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core, standard and minor.

• GamblitudecoreStrategic or Co-development Partner · 22 April 2026TAG Media and Gamblitude co-launched affie.ai, an AI-powered affiliate manager assistant. Gamblitude provides the analytical backbone: a cloud-native data layer purpose-built for iGaming operators. Founded by former STS chief technology officer Wojtek Sznapka and former chief sportsbook officer Piotr Cerlak.
• HitSqwadstandardStrategic or Co-development Partner · 18 July 2022HitSqwad partnered with First Look Games to maximise marketing distribution of its casino titles. HitSqwad's maiden games including BRAVO MISSION, RAGNAR, and First Strike released via First Look Games platform.
• Gaming Operations AcademycoreStrategic or Co-development PartnerAffiliate Management Academy is powered by Gaming Operations Academy. Provides training to next generation of affiliate managers. To date, trained over 100 affiliate managers in person and another 300 through virtual courses.
• EcologiminorStrategic or Co-development PartnerTAG Media is part of Climate Action Workforce by Ecologi. Pledged to plant 5 trees per team member per month. Supports reforestation and certified carbon avoidance projects worldwide including mangrove planting in Madagascar.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Catena Media: Publicly listed iGaming affiliate marketing and lead-generation company operating in casino, sports and financial services. The most direct comparability anchor for TAG Media in terms of services, customer base (iGaming operators) and SEO/affiliate traffic focus, with significantly larger scale.
• Better Collective: Stockholm-listed iGaming sports betting and casino affiliate network, operating national sports media brands across multiple geographies. Closely comparable to TAG Media on operator-services, content, and sports-betting focus, with global scale.
• Gambling.com Group: NYSE-listed performance marketing company focused on iGaming customer acquisition, operating flagship comparison and affiliate sites. Comparable business model of monetising iGaming operator demand through content/affiliate channels.
• Raketech: Listed affiliate marketing company operating in iGaming and fintech, providing comparison sites, content and performance marketing. Direct competitor to TAG Media in the Nordic and broader European iGaming affiliate space.
• Oddschecker: UK-headquartered odds comparison and sports betting affiliate platform. Comparable in target customers (sportsbook operators) and core model of monetising sports-betting traffic through affiliate and content channels.
• Income Access (Paysafe): Affiliate software and services platform owned by Paysafe, purpose-built for iGaming operators. Comparable in providing affiliate-tracking technology and management services to iGaming operators, with overlap on TAG Connect and affie.ai use cases.

Emerging players

• PartnerStack: B2B-focused partner management and affiliate SaaS platform. Comparable to TAG Media's affie.ai and TAG Connect ambitions, though focused on SaaS/B2B partnerships rather than iGaming specifically.

Broad incumbents

• Impact: Large global partnership and affiliate management platform serving enterprise advertisers across verticals. Broadly comparable in the affiliate/partner-management software layer that affie.ai is entering.
• Awin: Global affiliate marketing network with deep iGaming heritage (formerly Affiliate Window). Comparable in the affiliate-network and agency-services layer where TAG Connect and TAG Media's Agency division operate.
• Commission Junction (CJ Affiliate): One of the largest global affiliate networks, owned by Publicis. Provides affiliate-programme infrastructure comparable to the back-end of TAG Connect and is a broad alternative for operators evaluating affiliate management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagramtag.media/wp-content/uploads/2023/02/1080x1080_lINSTAGRAM_winners19-1-scaled-1.jpg
• Facebookfacebook.com/tagmedialtd
• LinkedInlinkedin.com/company/tag-media-limited-uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TAG Media