In the dynamic iGaming industry, data transparency has become essential for fostering trust and collaboration between affiliates and operators – and data reporting is undergoing a significant transformation.
Keith Cassar, CTO of Game Lounge, has emerged as a leading voice in this movement, advocating for shared standards and best practices to enhance data integrity.
With a remarkable background that includes managing data systems for 300 million daily active users at King – the powerhouse behind Candy Crush – Keith is bringing a fresh perspective to an industry often hampered by fragmented data practices, with a clear vision for how it can align on principles that benefit everyone.
We caught up with Keith to discuss the role of frameworks such as Affiliate Standard Reporting (ASR) in ensuring data transparency, the challenges of adoption and the transformative potential of unified data practices in iGaming.
The Building Blocks of Data Transparency
At its core, transparency in data reporting is about creating clarity and reducing ambiguity. For Keith, scalable, flexible and universally accessible frameworks like ASR represent one approach, but the broader goal is to foster alignment across the industry.
“ASR improves transparency by providing one effective way to standardise reporting between affiliates and operators,” Keith explains. “It establishes a framework for consistent, granular and complete data sharing, ensuring key metrics – such as customer acquisition, revenue share and player performance – are clearly defined and accessible to all parties.”
However, ASR is not the only path to achieving transparency, he highlights.
“The true value lies in the adoption of any standard that ensures a clear and complete picture of performance. Whether through ASR or similar approaches, the goal is to align on practices that build trust, reduce ambiguity, and enable more effective collaboration between affiliates and operators.”
The Misconceptions: Challenges in Adoption
While frameworks like ASR can help address long-standing issues, Keith cautions against misusing them as proprietary tools, as misunderstandings may hinder broader industry alignment.
“ASR is not a product, but an open standard designed to unify data reporting practices across the iGaming industry,” he notes. “When companies treat ASR as if it were an exclusive product, it goes against its core purpose of fostering industry-wide transparency and collaboration. This misuse can create resistance among stakeholders who might perceive it as a competitive or restrictive tool rather than a shared framework.”
For Keith, maintaining openness and flexibility is critical.
“Such fragmentation undermines the goal of building trust and limits the broader adoption needed to drive innovation and consistency across the ecosystem,” he adds.
Revolutionising Analytics
One of the key benefits of shared data standards is their potential to transform analytics within the iGaming industry. Unified data models enable deeper, more granular analysis that supports strategic decision-making, Keith believes.
“The revolution stems from embracing a framework where complete, granular and transparent data becomes the norm,” he affirms. “This clarity enables affiliates and operators to make better data-driven decisions, unlocking more reliable insights and fostering innovation in areas like campaign optimisation, player lifecycle analysis and fraud detection.”
The level playing field offered by frameworks such as ASR – which standardises how affiliates and operators define and share critical dimensions, facts and metrics – enables stakeholders to perform deeper multi-dimensional analysis, combining player activity statistics with contextual dimensions such as geography, traffic source or device type, he goes on:
“By eliminating inconsistencies in how data is recorded and exchanged, ASR empowers advanced analytics, allowing for robust segmentation, trend analysis and predictive modelling.”
AI and Predictive Modelling: Unlocking New Possibilities
Transparent and comprehensive data lay the foundation for AI systems to uncover actionable insights, Keith explains.
“Advancing AI and predictive modelling in affiliate marketing relies on data transparency, granular player-level data and the completeness of reporting. When stakeholders access accurate, consistent, and comprehensive information – including detailed insights into player interactions and campaign performance – AI systems can more reliably identify
patterns and trends,” he says.
This clarity, Keith believes, is a cornerstone for smarter decision-making.
“This facilitates the development of predictive models that not only optimise marketing
strategies but also help affiliates and operators better understand player behaviours.”
Looking Ahead: A Unified Vision
Keith stresses the importance of shared standards in shaping the future of iGaming.
“As someone deeply involved in the development and adoption of data frameworks, I believe the real power of standards like ASR lies in their ability to create a shared foundation for transparency and innovation,” he says. “When we talk about data completeness, it’s not just about ticking boxes – it’s about empowering both affiliates and operators to see the full picture. Granular, dimension-rich data allows us to ask smarter questions, build predictive models with confidence and align on strategies that drive real value.
“As part of our efforts, we plan to provide a clear and constructive comparison of affiliate platforms, outlining their strengths, and highlighting areas where improvements can unlock new opportunities. This roadmap aims to support operators and affiliates in making informed decisions while encouraging the entire ecosystem to adopt secure,
transparent, and forward-thinking data practices.”
For Keith, frameworks such as ASR are just one piece of the puzzle.
“Whether through ASR or other approaches, the goal is the same: to elevate the quality of data and, by extension, the decisions that shape our industry,” he concludes.
With Keith Cassar’s vision and leadership offering a compelling roadmap for how transparency and collaboration can unlock new opportunities in a competitive industry, the stage is set for a more unified, data-driven iGaming landscape.
Discover more about Game Lounge at www.gamelounge.com.
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