The Future of Operator-Affiliate Partnerships at AffPapa Madrid 2026

Transparency Remains a Core Industry Challenge

One of the central themes of the panel was the persistent lack of transparency between operators and affiliates. Speakers agreed that while the industry frequently discusses transparency, true credibility and trust are still difficult to achieve.

Havard Lehn from Nordic.Partners argued that visibility alone is not enough. “We’re still discussing transparency in the shape of having it visible in one sense, but we’re not even talking about making it credible,” he said. “The data that we showcase and present is apparently not enough as well.”

The panelists noted that both sides increasingly demand accountability. Affiliates want clearer reporting and trustworthy data, while operators expect quality traffic and measurable performance.

Rising Costs and the Evolution of Affiliate Models

During the discussion, Gjorgje Ristikj from LinkDataMedia reflected on how much the affiliate sector has evolved since he entered the industry in 2009.

“Before, it was easy to get traffic with banners and affiliate deals,” he explained. “Now you need to invest a lot in SEO, branding and link building.”

Ristikj emphasized that affiliates today function more like media companies than traditional traffic providers. According to him, operators must recognize the value affiliates bring beyond direct acquisition.

“The serious affiliates now are changing the way they work with operators,” he said. “Operators need to understand that affiliates are not classic affiliates anymore.”

The issue of listing fees also generated debate. While several panelists acknowledged that some affiliates demand unreasonable fees despite having little traffic, others argued that reputable affiliates deserve compensation due to the significant investments required to build authority and visibility.

Nikoleta Hristova from VegasLegends stressed the importance of viewing the relationship as a partnership rather than a transactional arrangement.

“We have to work together,” she stated. “Brands cannot exist without traffic, and affiliates cannot exist without us.”

SEO, Streaming and Community Engagement

As SEO becomes increasingly complex due to spam tactics, AI-generated content and fake DMCA claims, affiliates are being forced to diversify their traffic strategies.

Lehn noted that streaming and community-driven engagement are becoming more important sources of quality traffic and retention.

“We always look for new possibilities for traffic sources,” he explained. “Streaming is still a medium that’s pretty new and it’s a good source of quality traffic.”

Armin Aganovic from Joelsson Media highlighted the importance of creating interactive experiences that go beyond acquisition.

“We’ve focused far too long only on acquisition,” Aganovic said. “The power is in retention.”

He described Joelsson Media’s “play together” feature, which allows viewers to engage with streamers and discuss gameplay in real time.

“The engagement has been really fascinating,” he explained. “We need more features involved both on screen and on the site.”

The panelists also agreed that streamer partnerships require long-term investment strategies rather than short-term acquisition expectations.

“When you agree to work with a streamer, you should allocate a long-term budget,” Lehn commented. “A streamer should be seen both as an acquisition and retention channel.”

AI’s Growing Influence on the Affiliate Sector

Artificial intelligence emerged as another major topic throughout the conversation. Speakers acknowledged that AI is already reshaping operational structures, content creation and development workflows.

Ristikj described AI as both an opportunity and a concern for the workforce.

“Before, you needed ten content writers. Now maybe you need three,” he said. “Developers can also do much more with the help of AI.”

He added that many companies are already reducing staff as automation becomes more widespread.

“At the end, companies need to use AI in a smart way to reduce costs,” he noted. “But for people, I don’t like this timing because many will lose jobs.”

Other panelists emphasized that AI should complement human expertise rather than replace it completely.

“I think the relationship between affiliates and affiliate managers will always be necessary,” Lehn said. “The gaining of trust between operators and affiliates is done by humans and not AI.”

Nikoleta Hristova also warned against overreliance on AI-generated content.

“Most companies are over-reliant on AI without the right reason,” she explained. “You need the right people in the right places who know how to use it properly.”

The Debate Around Lifetime Revenue Share

Another controversial issue discussed during the panel was the sustainability of lifetime revenue share agreements.

An audience member questioned whether operators could continue supporting legacy deals indefinitely, especially in increasingly competitive markets.

Lehn acknowledged that many operators are moving away from traditional lifetime structures and introducing performance conditions tied to monthly player acquisition targets.

“We see a lot of operators moving away from the term lifetime,” he said. “To be frank, it’s a good thing and probably necessary in the long run.”

However, he also stressed the importance of respecting previously established agreements.

“Please honor your deals that are already set,” he added.

Meanwhile, Gjorgje Ristikj suggested that blockchain-based tracking systems could eventually help solve longstanding trust issues between operators and affiliates.

“I hope blockchain solutions will come soon in iGaming,” he said. “If affiliates and operators see the same data and it cannot be changed, then trust problems could finally be solved.”

A Relationship Defined by Dependence and Adaptation

Closing the session, moderator Nugzar Ramishvili summarized the complicated yet essential relationship between operators and affiliates.

“Sometimes it’s a struggle, sometimes cooperation, sometimes friendship,” he said. “But we cannot exist without each other.”

The panel ultimately highlighted an industry undergoing rapid transformation, where transparency, innovation and adaptability are becoming critical for long-term success.