Brands in Singapore are increasingly embracing affiliate marketing as advertising costs soar, with three-quarters boosting investment in this rapidly growing channel.
Key Takeaways
- 61% of Singapore brands now attribute over one-fifth of total revenue to affiliate marketing
- 48% of brands rank creators as a top priority for 2026, with some allocating up to half their affiliate budgets to influencer partnerships
- 80% of companies plan to increase affiliate budgets further in 2026, cementing the channel’s role as a core performance driver
Affiliate Marketing Becomes Revenue Powerhouse in Singapore
As digital advertising costs continue their upward trajectory, Singapore-based brands are strategically pivoting toward affiliate marketing to fuel growth. According to impact.com’s Global State of Affiliate Marketing 2025 report, three in four brands have increased their investment in affiliate programs over the past year, establishing it as one of the country’s fastest-developing marketing channels.
The comprehensive report, which gathered insights from 1,500 marketers across eight markets including Singapore, highlights a notable surge in confidence among marketers regarding affiliate partnerships.
Creator Partnerships Taking Center Stage
Nearly half (48%) of Singaporean brands now position creators as a top priority for their 2026 marketing strategies. Many are allocating up to 50% of their affiliate budgets specifically for influencer partnerships, while 12% plan to dedicate even more, exceeding the 50% mark.
“As customer acquisition costs keep rising, creators have become one of our most effective performance channels,” said Sarah Ann Lim, global partnership manager, affiliates and creators at Castlery. “We’re seeing real ROI from partnerships that combine creative storytelling with measurable outcomes and we’ve evolved our compensation model to reflect that,” Lim explained.
This trend mirrors developments in the online gambling sector, where casino operators increasingly leverage content creators and affiliates to drive qualified traffic and conversions rather than relying solely on traditional advertising.
Measurable Revenue Impact Driving Increased Investment
The impact.com findings reveal that 61% of brands now attribute more than one-fifth of their total revenue to affiliate marketing initiatives. Additionally, 65% report stronger returns on ad spend, while 70% have experienced revenue growth over the past 12 months through their affiliate programs.
Looking toward the future, 80% of surveyed companies plan to further increase their affiliate budgets in 2026, underscoring the channel’s evolution into a fundamental performance pillar.
“The data shows a major shift in mindset. Brands in Singapore are reallocating budgets based on what is driving measurable, cost-effective growth,” said Adam Furness, managing director APJ at impact.com. “Affiliate marketing has evolved from transactional relationships into strategic partnership programmes. We’re seeing marketers build sophisticated partner ecosystems that deliver across the entire funnel,” Furness asserted.
This shift parallels trends in the gambling industry, where casino operators increasingly focus on performance-based marketing models that deliver measurable ROI rather than traditional awareness campaigns. As both sectors face similar challenges with rising acquisition costs, the affiliate model continues to demonstrate its effectiveness as a sustainable growth driver.
I remember the first time I saw Kai Tak, Hong Kong’s gambling city, I thought I was in a fairy tale. All the lights blinking, the music and the monumental buildings, what 9-year-old wouldn’t think they’ve come to a magical place? It was my father who brought me, dragging me along and when inside I was hit by the smell of frying duck. As soon as I hit 21 I returned to Kai Tak, A bit nervous to see if my mind had embellished the memory, but it hadn’t. Kai Tak was still a magical place. I decided I wanted to spend as much time as I could at this place, so I did.
