Lala stars (Stars Partners)

History and Founding

Stars Partners was established in 2022 with a clear value proposition: eliminate middlemen in affiliate marketing by allowing publishers to partner directly with the casino brands it promotes. The program operates under the brand Lala Stars and has built a portfolio of over 15 online casino and sportsbook brands, including the prominent Starzino and the newer Ocean Spin. Its founding location is not publicly confirmed, but its dual licensing in Curacao and Costa Rica suggests operations are managed from those jurisdictions.

Business Model and Products

Stars Partners functions as a direct-advertiser affiliate network, meaning it owns or exclusively represents the brands it promotes. This structure allows the program to offer higher revenue share rates—up to 60%—and CPA payouts of up to €500, with hybrid combinations available. The affiliate management is powered by Softswiss software, which provides real-time tracking, comprehensive reporting, and automated monthly payouts. The program also utilizes AI-driven CRM tools to help affiliates optimize conversion rates. Key products under the Lala Stars umbrella include Starzino, a Curacao-and Costa Rica-licensed casino offering slots, live dealer games, and sports betting, and Ocean Spin, a newer brand focused on slot tournaments and gamified experiences.

Licensing and Regulatory Footprint

Stars Partners holds licenses from both the Curacao Gaming Authority (via a sub-license under Antillephone N.V.) and Costa Rica. This licensing enables its brands to accept players from many international markets where Curacao licensing is recognized, but it does not permit operations in strictly regulated jurisdictions such as the UK or Sweden. The program's compliance posture is typical for iGaming operators targeting growth in semi-regulated and emerging markets.

Market Presence and Partnerships

The affiliate program has actively expanded its market reach through regional partnerships. Notably, it formed a partnership with CasinoCanada, a popular Canadian gambling guide, to enhance its gaming offerings in the North American market. Stars Partners maintains a presence at major iGaming conferences such as SiGMA events in Lisbon, Rome, and Barcelona. Its LinkedIn company page has approximately 2,188 followers, and its Instagram account (@stars_partners) regularly promotes brand launches and commission offers. The program targets mid-to-large-sized publishers capable of delivering significant traffic volumes, rather than individual small affiliates.

Leadership and Transparency

Despite exhaustive searches of company websites, LinkedIn, Instagram, and industry directories like AFFCatalog, no confirmed names for founders or C-level executives (CEO, CTO, CCO, COO) could be found. A LinkedIn profile for a digital marketing entrepreneur named Lala Castro exists, but there is no explicit evidence linking her to Stars Partners. The company's leadership appears to deliberately maintain a low public profile, which may be a consideration for affiliates seeking long-term stability. The official websites stars-partners.com and lala-stars.com lack an "About Us" or team page.

Strategic Direction and Growth

As a relatively young affiliate network, Stars Partners is positioning itself as a niche player focused on direct relationships and high conversion rates. Its growth strategy includes expanding its brand portfolio, entering new regional markets through targeted partnerships, and leveraging AI tools to improve publisher performance. While headcount and financial details are not publicly available, the company's active conference participation and social media engagement suggest a lean but ambitious operation. The coming years will likely test its ability to scale compliance and maintain competitive terms in a crowded affiliate market.