‘Should five percent appear too small, be careful I don’t take it all’, sang George Harrison, in The Beatles’ 1966 opener to Revolver, ‘Taxman’. Well, five percent would be a dream for the UK gambling sector which is bracing itself for taxes of up to 50% in Rachel Reeves’ budget on November 26. 

It has been well documented that the industry – particularly on the operator side – is vehemently against those rises, but what about the rest of the sector? 

Affiliates are set to be hit by the rate hikes too as one big consequence of them could be marketing budgets across the board being slashed. CPAs may be hit and rev share deals could be less frequent. 

Amid this challenging period, SBC News caught up with Natalia Szula, Head of the iGamingNuts.com project which launched in the UK earlier this year. 

Szula outlined how the rate hikes might impact the iGamingNuts project and what measures the company has put in place to protect itself from any tax exposures. 

SBC News: What are your thoughts on the potential tax rises coming into play in the UK gambling sector?

Natalia Szula: Higher gambling taxes are clearly a challenge for the industry. Operators may see their margins squeezed, which can affect how much they invest in affiliate partnerships. This might put pressure on growth targets and require affiliates to rethink how they attract and engage players effectively. 

However, we also see it as an opportunity to focus on smarter, value-driven promotions for players, as both operators and affiliates adapt their strategies to keep engagement high. 

SBC: What are the potential macro trends you could see emerging from rate hikes? We have already seen some operators threaten to close shops…

NS: We could see a shift towards more online-focused offerings as physical venues face tighter economics. Smaller operators in particular may struggle to cope with the increased tax burden, which could lead to consolidation or even closures. 

For affiliates, this may mean more competition online, but also new opportunities to diversify traffic and focus on digital innovation rather than relying on high-volume retail. Overall, the market could become more dynamic and performance-driven, rewarding those who adapt quickly and deliver real value to both operators and players.

SBC: How do you foresee the relationship between affiliates and operators following the budget?

NS: We expect the relationship between affiliates and operators to become more focused on results. Operators will want to see clear ROI from every partnership, while affiliates may need to adjust their strategies to meet stricter marketing rules. Transparency and data-driven collaboration will be even more important to ensure both sides benefit.

SBC: Do you think that marketing budgets could be slashed across the board?

NS: Some operators may trim budgets, especially for less efficient channels. Others will likely redirect their budgets toward smarter, more targeted campaigns that engage players effectively. For affiliates, this creates an opportunity to work closely with operators who value creativity and strategic thinking, rather than just volume, helping to shape campaigns that really resonate with players.

SBC: How is iGamingNuts preparing for the tax hikes?

NS: We are focusing on optimising our content and campaigns to ensure maximum efficiency. By refining targeting and improving SEO strategies, we aim to continue delivering value to both operators and players despite the changing tax landscape.

SBC: Does this dampen your enthusiasm for the UK market after launching the project earlier in the year?

NS: Not at all. The UK remains a strong and innovative market. While tax changes present challenges, they also push the industry toward smarter, more sustainable growth and affiliates like us can play a key role in that evolution.

 SBC: How would you assess iGamingNuts’ role in the market since launch? Are there differences between the expectations vs reality?

NS: Since our launch, we have been steadily building traffic and making our mark in the competitive UK iGaming market. Competing with well-known, established brands has been challenging, which pushed us to move faster and try new marketing approaches. 

In Q3, we started using multi-channel strategies beyond standard SEO and ads, and the next few months will be key to strengthening our presence. Overall, the journey has been both challenging and exciting, and we are confident it lays the groundwork for significant growth.

SBC: Finally, what are your plans for the iGamingNuts project in the UK next year?

NS: Next year, we plan to continue growing our presence in the UK iGaming market by expanding our content and testing new marketing channels. Data-driven affiliate campaigns will remain at the core of our approach, while we also explore new verticals and formats to reach players more effectively. 

Our main goal is to strengthen partnerships with operators and deliver high-quality, engaging experiences for UK players.