All the big brands were once small brands.
Small brands have a bit of an uphill climb, but that’s the same for any business anywhere.
Small brands have to count on a while to get established properly, and be prepared to have better affiliate T&Cs than some of the big guys do, as well as better player promos.
I know that will make the small brand be leaner for longer, but it gets the brand established and encourages more affiliates and players to take a chance. Ultimately it will pay off.
These days, processing is also of the utmost importance. If good processing is not in place, things cannot grow.