Digitain has gone live with its affiliate management platform at WINBET Romania under a multi-phase partnership that will extend to sportsbook integration in a later phase.
The deal puts Digitain Affiliate into production at WINBET.ro, giving the Romanian operator flexible commission structures, partner tracking, and consolidated reporting across its domestic network. The supplier markets the system as a tool for operators to launch, manage, and scale affiliate programmes across brands and markets.
For WINBET, the rollout adds detailed performance metrics and reporting layers to an affiliate function that had previously sat across fragmented partner relationships.
Multi-phase rollout
Both companies have framed the affiliate launch as the first stage of a wider integration. WINBET.ro is expected to take Digitain’s sportsbook product in the next phase, though no timeline was disclosed for that handover.
The structure echoes other staged B2B supplier deployments in regulated European markets, including Tequity’s RGS platform deal with EXCO Game Studio, where operators commit to phased product migrations to manage integration risk and compliance overhead.
“The integration of Digitain Affiliate represents a key milestone for WINBET Romania. It enables us to strengthen our affiliate management capabilities, enhance performance tracking, and engage our partners more strategically,” said Mark Adonia, Chief Executive Officer of WINBET Romania. “Looking ahead, we are excited to deepen our collaboration with Digitain across multiple areas, further expanding our offering and delivering greater value to our players and partners.”
For Digitain, the deal lands in a market where the supplier has built physical presence. The Yerevan-headquartered firm opened a Romanian office earlier in 2025 alongside an expanded Malta operation, with around 300 staff between the two hubs. Chief Sales Officer Ani Mkrtchyan has positioned Europe and Latin America as Digitain’s two priority regions for 2026.
“We are delighted to partner with WINBET Romania, launching our affiliate solution and preparing the integration of our Sportsbook offering,” Mkrtchyan said. “This partnership demonstrates how Digitain’s technology enables operators to manage their affiliate networks more efficiently and deliver a superior betting experience.”
Eastern European push intensifies
The WINBET deal continues a steady run of Eastern European activity for Digitain. In March 2026, the supplier secured manufacturer and importer licences from Bulgaria’s National Revenue Agency and signed a deal with Serbian operator AdmiralBet. It received Isle of Man certification in February 2026 and entered the UK earlier this year under a UKGC supplier licence covering its locally-registered Blue Whale Limited entity.
WINBET itself originated in Bulgaria before expanding into Romania, where it now operates one of the larger licensed online and retail betting brands. Digitain has held a Romanian licence for several years and previously brokered a sportsbook deal with Evoke’s 888 Romania, alongside earlier work with Winner.ro. The WINBET partnership adds another established local operator to its Romanian client base.
Digitain’s regional pivot lines up with a broader supplier trend of consolidation around fully regulated markets, with Eastern Europe emerging as a focus area for B2B providers seeking growth outside the more saturated Western European jurisdictions.
Regulatory backdrop in Romania
The deal lands as Romania’s gambling sector navigates a period of regulatory turbulence. ONJN, the National Office for Gambling, has spent the past year attempting to restore credibility following audit failures that left close to €1bn in tax and authorisation fees uncollected. President Vlad-Cristian Soare took over leadership in May 2025 after the resignation of former president Gabriel Gheorghe.
ONJN has since rolled out a unified national self-exclusion scheme and a geolocation-based QR system for the central register of gaming machines, while reporting a 98% takedown rate for illegal gambling content served to Romanian audiences across Meta, Google, and TikTok platforms. Parliamentary debate continues over the future scope and governance of the regulator itself, with coalition member Save Romania Union having called for its dissolution.
For suppliers entering or expanding in Romania during this period, compliance scrutiny is heightened across both core product layers and the affiliate marketing channels that platforms like Digitain Affiliate enable. WINBET’s commitment to a phased sportsbook migration signals operator confidence in Digitain’s compliance posture, with the next phase the more substantive test of the integration.
Source: Digitain
