Last week Affiverse attended the annual ICE and IGB Affiliate Conference in Barcelona, one of the most vibrant and insightful events in the affiliate marketing calendar for the iGaming affiliate industry. This week , our CEO Lee-Ann Johnstone shared here thoughts on why events are such a great opportunity to connect with industry peers, explore emerging trends, and share insights on how to scale affiliate businesses successfully.
“There is still so much more we need to do to innovate, adapt, and grow” said Lee-Ann on the panel discussion she shared with other iGaming veterans speaking about how to scale affiliate businesses successfully.
Here are her top takeaways from this year’s conference and what they mean for the future of affiliate marketing:
1. Moving Beyond Outdated Management & Sales Tactics
One of the most striking observations I made is that many affiliate managers remain stuck in a loop of outdated tactics and conversations. The classic “How much traffic do you have?” The question still dominates discussions. But here’s the thing: it’s not just about traffic volume anymore.
The real question affiliate managers should be asking is, “Who do you speak to?” Understanding your affiliates’ audience—and whether that audience aligns with your brand’s offering—is the key to creating real value, not just chasing vanity metrics. The future of affiliate marketing lies in engaging with players across multiple platforms and thinking outside the box when it comes to traffic sources. Building authentic, long-term relationships with affiliates is critical. This is, and always has been, a relationship business.
2. Podcasts: The Underrated Goldmine everyone is missing
Another standout takeaway from the conference was the growing potential of podcasts as a tool for brand reach and activation. With low CPM rates, minimal competition, and an ever-expanding audience base, podcasts are a highly underutilized channel in the affiliate marketing space.
For context, there are currently over 100 active podcasts running in the iGaming industry, covering everything from player insights to regulatory updates. Yet very few brands are leveraging this medium effectively. Podcasts offer a unique opportunity for affiliate managers to showcase their expertise, build thought leadership, and engage their target audience in an authentic and memorable way. If you’re not already exploring this space, now is the time to start.
3. The Future is AI (and It’s here to help You)
Artificial intelligence was a hot topic this year, and for good reason. AI isn’t here to replace affiliate managers; it’s here to empower us. Whether it’s streamlining workflows, analyzing data more effectively, or identifying high-value partnerships, AI has the potential to create significant efficiencies in our daily operations.
As an affiliate manager, now is the time to invest in learning new skills that will help you incorporate AI into your work processes. Tools like ChatGPT, Jasper, or AI-driven analytics platforms can help you interpret complex data sets, predict trends, and even enhance your relationship-building efforts.
4. Scaling Affiliate Businesses Successfully
During the Scaling operations for accelerating Affiliate Growth panel, Lee-Ann shared her insights on scaling affiliate businesses. Three key factors were emphasised in this discussion:
Building an affiliate team that act as advocates for your business. This means creating a culture where your team’s passion and enthusiasm for your brand translate into stronger affiliate relationships and better results.
Implementing operational efficiencies early on. From leveraging the right technology to fostering a supportive company culture, laying the groundwork early allows you to scale faster and with greater stability.
Prioritising people because – people matter – that’s why we take the time to talk to everyone who wants to ask a question, say hello or tell us their ideas and inspirations. Don’t be discriminatory with your time at in person events. Everyone is a connection and a valuable contact who will and can eventually help you in the future.
This is how the industry actually works – by way of making meaningful and human based connections.
5. Understanding What Affiliates Really Want
One of the most enlightening conversations I had at the conference was about what affiliates actually value. Spoiler alert: it’s not always about high commissions. Affiliates today are far more concerned about data transparency and the simplicity of the platforms they work with. If your tech stack doesn’t provide the level of data clarity and ease of use that affiliates need, it’s time for an audit. Consider migrating to platforms that align better with modern affiliate expectations.
Here’s a quick comparison of popular affiliate tracking platforms:
- MyAffiliates: Highly customisable
- Cellxpert: Intuitive interface with robust reporting features.
- Scaleo: A newer platform encumbent
- Raventrack: Budget-friendly with strong multi-channel tracking.
- PartnerMatrix: Great for their white-label solutions as well as intuitive Intelligence tools
- Affnook : For building a network set up
6. New Trends in Social Media
Brands are getting increasingly creative with how they use social media to reach their customers, often “butchering” platforms to meet their goals. Whether it’s through unconventional ad formats, influencer partnerships, or community-driven initiatives, staying ahead in this space requires constant adaptation. You can read more about how Stake.com is leveraging X’s community notes feature in our recent Affiverse Magazine.
Read the latest issue of Affiverse Magazine by downloading a digital copy or order it in print for your desk.
It’s a great tool covering stories that can’t be found anywhere else about what brands and affiliates are doing to leverage scale. It’s also got a really simple to use and useful planner and events directory that will help you stay on track and keep planning your way forward with ease.
7. The Rise of Sub Affiliate Networks
Affiliate networks are not to be overlooked, but it’s essential to choose ones that prioritize fraud prevention. Networks like Betpass are leading the way by ensuring traffic is thoroughly tested and aligned with advertiser requirements by implementing their own fraud detection and monitoring tools and affiliate monitoring to clean up traffic sources and ensure operators don’t get a raw deal! The key takeaway from working with networks after talking to a few at this event?
Not all traffic is created equal. Understanding the quality and intent of the traffic you’re acquiring is crucial for long-term success. Make sure your program is segmented properly and you’re utilizing lots of different traffic sources to meet your targets and goals because at any time Google can stop your parasite SEO affiliate from performing and you’ll be left with a hole in your targets and delivery
8. Actionable Advice for Affiliate Managers
- Audit Your Tech Stack: Is your platform meeting your affiliates’ needs? If not, it might be time to consider a change.
- Leverage AI: Don’t fear automation; embrace it as a tool to enhance your workflows.
- Explore Podcasts: Start small but aim to build your brand’s voice in this growing medium.
- Focus on Relationships: Move beyond the numbers and prioritize genuine connections with your affiliates.
- Stay Ahead of Trends: Keep experimenting with new social platforms and affiliate networks to find what works best for your brand.
Final Thoughts
Conferences are a powerful reminder of how dynamic and exciting our industry is. Being at them highlights the need for affiliate managers to adapt and evolve. By embracing innovation, focusing on relationships, and staying ahead of trends, we can build a more sustainable and successful future for affiliate marketing.
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Want to dive deeper into any of these topics?
Join our ELEVATE summit in London 15-16 July to learn from some of the brightest minds and speakers we will be bringing up on stage to help operators , brands and affiliates learn more , grow faster and keep moving forward this year!
