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Chilli Partners and Eduard Lebedev linked to iGaming investigation
According to investigative reports published in late 2024 and early 2025, Chilli Partners and its reported founder, Russian entrepreneur Eduard Lebedev, became linked to an investigation into the promotion of online casino platforms in Europe.
The reports claim the affiliate business helped direct traffic to gambling operators that lacked authorization in certain markets.
The case gained broader attention following legal proceedings in Cyprus, where authorities reportedly examined an international online gambling network. Investigative outlets also linked Chilli Partners to WakeApp, another digital marketing business previously associated with Lebedev, and reported that some public references connecting the companies were later removed or updated.
Although the reported claims remain under legal review, the case has reignited discussion in 2026 about compliance across the affiliate marketing sector.
After 2 years, we can now say that operators, affiliate platforms, and marketing agencies face growing pressure to ensure customer acquisition practices comply with local licensing and gambling regulations.
For the iGaming industry, this Chilli Partners case is not about a single company; it’s about a broader challenge: balancing aggressive affiliate growth with transparency, regulatory compliance, and responsible marketing in an increasingly complex global iGaming market.
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