The Shift in iGaming: Affiliate Management vs. Media Buying

iGaming Club by AffPapa Online Forum

Hosted by Moses Wartan, Head of the Affiliate Management Team at AffPapa, the panel featured leading industry voices: Nugzar Ramishvili (CEO, Wayzen), George Meladze (Affiliate Manager, AffPapa), Oleksandr Kulyk (VP of Partnerships, Makeberry), Darina Nikol (Deputy Head of Affiliates, Rocks Partners), and Denitsa Hadzhiivanova (Head of Affiliates, Blockbuster Partners).

The Driving Forces: AI, Demand, and Rising Costs

According to the panel, the increasing demand for fixed fees isn't happening in a vacuum. Oleksandr Kulyk highlighted that Google's AI updates have drastically changed the landscape, making traffic acquisition harder and driving up costs. "Nowadays you need more money to make a website than you used to years ago," he explained. "If you want to keep at the top and you want to make money, you need to invest more."

Nugzar Ramishvili added that the consolidation of affiliate management websites under larger corporations has given them more power, which is actively pushing prices up. He also noted the rise of new acquisition channels, such as streamers, which are altering traditional payment structures.

These rising costs of traffic acquisition prompted event attendee Darko Radisavljevic to pose a highly relevant question during the broadcast: "Is there a point, for operators, where it's more worth to build out their own brand and organic channels rather than only relying on affiliates?"

Quality Over Quantity: The Trust Factor

With high prices comes the need for trust. George Meladze pointed out a mutual lack of trust between operators and affiliates, noting that the AffPapa team is developing new features to help analyze partnerships better.

Denitsa Hadzhiivanova made a crucial distinction between flat fees (paid with no guarantees) and pre-payments that are still tied to performance deals. She emphasized that asking for a flat fee as a newcomer isn't always reasonable, and that such fees are best justified within long-term partnerships.

 Darina Nikol agreed, noting that her company is willing to pay for good traffic via PPC and social channels, provided there is reliability. To combat scams and share vetted information, Darina shared that they created a strict, closed group for trusted affiliates to maintain control and verify partners.

This sentiment strongly resonated with the audience. Katherine M., an attendee and Co-Founder at Fathom Partners, echoed the panel's focus on long-term value over quick wins: "Success in affiliates and partnerships isn't measured by volume. It's measured by quality... The real value is in players who come back. One-time deposits don't." Similarly, attendee Vicky Rathor added that "Fixed Fees along with performance KPIs makes more sense," supporting the panel's call for accountability.

Competing on a Budget and the Power of Test Deals

When Moses Wartan asked how smaller brands can compete against massive corporate budgets, the panel agreed that strategy trumps sheer spending. Oleksandr advised smaller operators to find a specific niche, noting that strong brand conversion rates will naturally attract affiliates. Denitsa added, "A brand should be smart. You need to work more to find the right affiliates for you. Effort always pays off. Start slowly and then gradually increase."

Testing is a crucial part of this smart strategy. While Darina relies on a core group of about 20 active, trusted affiliates, she remains open to testing new partners if they can deliver high-value players. Attendee Olga Сazacu reinforced this approach in the comments, noting, "Any deal can be started with a small test. Less reasons to worry." Meanwhile, attendee Lorand Minyo offered a futuristic alternative for operators seeking cost-effective, flat-fee traffic: "Probably a good time to introduce unlimited AI affiliate streamers on a single flat fee, and you own the content."

Conclusion

While the affiliate landscape is undoubtedly shifting—as Nugzar concluded, "Our industry is adapting fast to changes"—the consensus remains clear. Whether utilizing fixed fees, CPA, or a hybrid model, the future of iGaming affiliate management relies on finding the right niche, prioritizing high-quality traffic, and building long-term trust rather than simply paying for play.

You can watch the full talk here.