For this edition of our Affiliate Q&A series, we sat down with Sophie Crouzet, COO at Oddsguard, to discuss her path into iGaming, how Oddsguard is reshaping the affiliate model, and the trends defining performance marketing in the years ahead.
Income Access (IA): Thanks for speaking with us, Sophie. Can you tell us a bit about your professional background and what led you into the affiliate marketing industry?
Sophie Crouzet (SC): I originally come from an operations and business development background rather than a traditional
background. I started my career very early at SiGMA, when the company was small. Over the years, I grew with the business into leadership roles, eventually becoming COO.During that time, I was involved in scaling the company internationally across events, media, partnerships, sales, operations, and product initiatives within the iGaming space. Because SiGMA operated at the center of the ecosystem, I naturally became very exposed to affiliation, operator partnerships, acquisition models, and performance marketing. I worked closely with operators, affiliates, payment companies, startups, and tech providers daily.
What really drew me deeper into the affiliate industry was building Oddsguard. The product sits at the intersection of technology, marketing, data, and partnerships, which is what I find most exciting. It also brings something genuinely new to the market while remaining completely free for the user.
I like industries where results are very measurable and where you can actually build something scalable that creates value on both sides. With Oddsguard, we’re approaching affiliation in a different way by sitting directly inside the betting experience instead of just sending users to another comparison website.
IA: OddsGuard operates in a highly competitive iGaming space. What key challenges are affiliates and operators facing today, and how does your platform help them overcome these?
SC: The iGaming affiliate space has become extremely competitive and much more sophisticated over the last few years. Both affiliates and operators are facing a few major challenges today.
For affiliates, one of the biggest issues is that traditional acquisition channels are becoming saturated and expensive. SEO is more competitive than ever, paid media faces increasing restrictions, and users are overwhelmed with generic comparison websites that often all look and feel the same. It’s becoming harder to capture high-intent traffic at the exact moment a player is ready to act.
For operators, the challenge is slightly different. Customer acquisition costs keep increasing, regulation is tightening in many markets, and operators are under pressure to improve efficiency and player quality rather than simply driving volume. They also want partners that can deliver intent-driven users, better conversion rates, and more transparency.
That’s where Oddsguard tries to differentiate itself.
Instead of relying on the traditional “send traffic to a comparison website” model, we integrate directly into the player journey through a browser extension The user stays on the sportsbook they are already using, and we overlay real-time odds comparisons directly within that experience. So rather than interrupting the user journey, we enhance it.
For the player, it’s completely free and provides immediate value by helping them find better odds instantly without switching tabs or manually comparing prices. For operators, it means we can deliver highly targeted, high-intent traffic at the exact decision-making moment.
I think that’s one of the biggest shifts happening in affiliation right now: moving from broad traffic acquisition toward smarter, technology-driven distribution that is more contextual, measurable, and integrated into the actual user experience.
IA: With AI, automation, and data intelligence becoming more embedded in marketing workflows, how should affiliates and operators rethink their strategies to remain competitive rather than commoditized?
SC: I think the biggest mistake affiliates and operators can make right now is treating AI simply as a content-generation tool. Everyone can now generate articles, landing pages, or campaigns at scale, which means a lot of the industry risks becoming commoditized very quickly.
The real competitive advantage will come from proprietary data, distribution, user experience, and personalization.
Affiliates and operators need to rethink themselves less as media businesses and more as technology and data companies. The winners will be the ones that understand user intent in real time, automate intelligently, and create ecosystems that are genuinely useful rather than just acquisition funnels.
That’s also why I believe products like Oddsguard represent part of where the industry is moving. We’re not just creating another comparison website or another content layer. The idea is to integrate directly into the betting experience itself and use data, automation, and real-time pricing intelligence to make the experience smarter and more efficient for the user.
IA: OddsGuard’s browser extension is a key part of your proposition to bettors. How does it enhance the user experience, and what gaps in the market were you aiming to solve when you built it?
SC: When we started building Oddsguard, we realized that odds comparison in sports betting was still surprisingly inefficient. Most bettors have to open multiple tabs, compare odds manually, search for promotions, and switch between sportsbooks before placing a bet. That’s the gap we wanted to solve.
The easiest comparison is probably in e-commerce. Honey became successful because it integrated directly into the shopping journey and automatically surfaced better deals, coupon codes, and savings opportunities without forcing users to leave the website they were already on. For users, it made online shopping easier, faster, and more transparent while helping them save money effortlessly. For retailers, it helped increase conversions and drive purchases by reaching users right at the decision-making moment. We applied a similar concept to sports betting.
Instead of redirecting users to a traditional comparison site, Oddsguard integrates directly into the betting experience through a browser extension. While a user browses a sportsbook, we overlay real-time odds comparisons directly within the interface, allowing them to instantly see if a better price exists elsewhere.
The goal is to make the experience frictionless, more transparent, and more efficient for bettors while creating a smarter acquisition channel for operators. It’s also completely free for the user.
IA: Looking ahead, what’s next for OddsGuard, and what advice would you give to affiliates and operators aiming to grow sustainably in today’s market?
SC: Our focus at Oddsguard is really centered around expansion, product evolution, and deeper personalization.
We’re continuing to grow our sportsbook coverage, strengthen our distribution across desktop and mobile environments, and improve the intelligence layer behind the product so the experience becomes even more contextual and personalized for users. The long-term vision is to build a smarter betting companion that helps users make better decisions in real time while staying seamlessly integrated into their normal betting journey.
More broadly, I think the industry is moving toward products that provide genuine utility rather than just traffic redirection. Users are becoming more sophisticated, acquisition costs are rising, and regulation is increasing across many markets. Sustainable growth will come from building trust, improving user experience, and creating products that users actually want to keep using over time.
My advice to affiliates and operators would be to stop thinking purely in short-term acquisition metrics and focus more on long-term value creation. The market is becoming increasingly saturated, so simply producing more content or spending more on acquisition is no longer enough on its own.
The companies that will remain competitive are the ones investing in technology, proprietary data, personalization, and stronger user experiences. At the end of the day, if you create something that genuinely improves the experience for the user, growth becomes far more sustainable.
To learn more and get in touch with Sophie and their team, reach out today.
Thanks to Sophie for sitting down with us to chat. Be sure to get in touch with their team to discuss any partnerships!
