Emwys Affiliates

For performance marketers, affiliate network managers, and industry analysts, Emwys represents a clear case study in PPC asset integration and organic domain conversion. While the legacy B2B affiliate program has been wound down in favor of centralized parent-group operations, the brand illustrates how data-driven acquisition tools and domain authority can be successfully repurposed for organic lead generation under a publicly traded corporate framework.
Program Highlights

• Corporate Backing: Operated under publicly listed parent entity B90 Holdings PLC, offering corporate governance and reporting oversight compared to private offshore programs.
• Target Markets: Primary historical focus on Northern Europe, German-speaking regions, and French-language search intent for online casino gaming.
• Legacy Commercial Framework: Structured multi-tiered Net Revenue Share commissions ranging from 35% to 50% based on monthly New Depositing Customers (NDCs), backed by zero negative carryover policies.
• Technical Infrastructure: Backend attribution historically deployed via industry platforms NetRefer and Affilka by SOFTSWISS.

Established in 2015 as a digital marketing and pay-per-click (PPC) acquisition agency, Emwys AB specialized in driving high-intent user traffic across the online gaming industry. In July 2023, London Stock Exchange AIM-listed B90 Holdings PLC acquired Emwys for €3.6 million. The strategic transaction allowed the parent group to absorb Emwys’s media-buying infrastructure, strengthen its performance marketing capabilities, and shift away from direct operator liabilities toward high-margin B2B customer acquisition.

Historically, the program operated under the trade names Praise Affiliates and EMWYS Affiliates, managing partner acquisition for casino brands such as CashbackCasino, CashbackKasino, and Praise Casino. Following corporate restructuring and the transition of proprietary casino operations to white-label partners, the emwysaffiliates.com domain was transformed from a closed affiliate manager portal into an organic search engine optimization (SEO) asset. It currently functions as a top-of-funnel free-play slot directory and content portal, routing player traffic directly to licensed gaming operators.