Asian casino operators took a beating this week as US-China trade tensions escalated. According to Reuters, shares of major Macau-based companies like Sands China, Galaxy Entertainment and Wynn Macau dropped 6-8% as tariffs were re-imposed and fears of economic disruption grew.

The fallout comes as Washington and Beijing impose new trade restrictions, and cross-border tourism, luxury spending and financial markets are in the crosshairs. Macau, which is heavily reliant on Chinese high-rollers and international tourism, is most vulnerable. As Bloomberg reports, analysts say continued uncertainty may delay infrastructure projects and suppress visitor numbers in the next quarters.

While long-term fundamentals are intact, short-term impact could be big, especially if high-stakes travel and VIP spending slows down.

Affiliate Marketing Impact: Get Ready for Changes in the iGaming Landscape

For affiliate marketers in the iGaming space, especially those targeting Asian geos, this is a warning sign. If casino operators start to cut ad budgets or shift focus away from premium audiences, affiliate campaigns will see reduced EPCs and more cautious conversion.

What to watch for:

  • Budget reallocation: Operators may move funds from acquisition campaigns, especially in markets with declining user activity.
  • Traffic value volatility: A drop in high-value players will impact CPA and RevShare models.
  • Geo diversification is key: Affiliates should test new markets or adjust their traffic mix to reduce dependence on APAC.

Now is the time to monitor performance closely, be flexible with ad spend and see how your partnered casinos react to the changing economic environment.