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AffPapa recently conducted an interview with Geoffrey Smorong from Income Access. Geoffrey is a driven leader with almost 15 years’ experience in iGaming and the affiliate marketing space. He’s been an important contributor to Income Access since 2012, when he started on the team as an Account Manager. Currently, Geoff holds the Vice President of Operations position where he focuses on overseeing the operational and commercial aspects of Income Access. This includes the continued development and innovation of the product offering, streamlining of all operational processes, and growing the company’s services through focusing on client success.
Yeva: Nowadays, operators run traffic from affiliates, paid ads, and media buying all at once. Where do you think most companies still struggle when trying to connect all that data together?
The biggest challenge we see is fragmentation. Many operators still rely on multiple disconnected systems: one for affiliate tracking, another for paid media, and often separate tools for analytics. This creates data silos, making it very difficult to get a unified view of performance.
At Income Access, we’ve focused on solving exactly that challenge by bringing these data streams together into one ecosystem. Our platform and our services enable operators to consolidate affiliate, media buying, and paid acquisition insights, so they can make faster, more informed decisions and optimize holistically rather than channel by channel.
Yeva: Income Access focuses on bringing media buying and affiliate performance closer together through tracking and attribution. What does that actually look like in practice for an operator using your platform?
In practice, this means operators can view and manage performance across affiliate and paid channels within a single framework. Through our tracking and attribution capabilities, they can understand how each touchpoint contributes to acquisition and lifetime value, not just who delivered the last click.
What also sets Income Access apart is that we don’t just provide the technology; we actively support operators through affiliate management services and media buying expertise. This allows us to align strategy, execution, and measurement in a way that drives real, scalable growth.
Yeva: From your perspective, what’s usually the biggest mistake operators make when they try to measure long-term player value across different acquisition channels?
One of the most common mistakes is looking at channels in isolation rather than evaluating long-term player value holistically. Operators often optimize for short- term KPIs like CPA without fully considering retention, engagement, and lifetime value across channels.
The idea is to help clients shift toward a more complete view combining acquisition data with long-term performance insights. This enables them to identify not just which channels bring in players, but which ones bring in the right players.
Yeva: Income Access offers affiliate software solutions, an affiliate network, and a digital marketing business at the same time. How do those three sides work together without overlapping too much?
We feel this is one of our biggest strengths.
Our affiliate tracking platform provides the foundation: robust, flexible technology that operators can rely on. On top of that, our affiliate management services help build, grow, and optimize partner relationships. Finally, our digital marketing and media buying services extend that capability into paid acquisition.
Rather than overlapping, these three pillars complement each other. They allow us to act as a true end-to-end partner, supporting operators whether they need standalone technology or a fully managed growth solution.
Yeva: With tracking becoming more complex because of privacy updates, cookie restrictions, and cross-device traffic, how much harder has attribution become compared to a few years ago?
It’s definitely become more complex, but also more important. Privacy changes and evolving user behavior mean that traditional tracking methods are no longer sufficient on their own.
We’ve been adapting alongside these changes, with more focus on evolving tracking approaches, greater use of first-party data, and multilayer attribution capabilities. It’s also become clear that ongoing support is important, as many operators are still figuring out how to respond to these shifts in a practical, sustainable way.
Yeva: Looking at the affiliate space overall, is there any trend right now that you think people are underestimating?
One trend that’s still underestimated is the convergence of affiliate and paid media strategies. These channels are often managed separately, but in reality, they influence each other significantly, and we’re seeing increasing value in treating them as part of a unified acquisition strategy, as a lot of affiliates are doing paid media as well.
Yeva: Without giving away too much, are there any new developments or directions Income Access is especially focused on right now?
Our focus continues to be on integration, smarter attribution, and scalable growth solutions.
We’re investing in ways to further unify data across channels, enhance reporting and insights, and provide even more value through our managed services offering. Ultimately, our goal is to ensure that operators can not only track performance but also act on it quickly and effectively with the right strategy and support in place.
Yeva: On a more personal note, after spending years in operations and affiliate tech, what still keeps you interested in the industry today?
What keeps me engaged is how dynamic the industry continues to be. The landscape is constantly evolving, whether it’s new technologies, changing regulations, or shifting player behaviors.
At the same time, there’s still a lot of room to innovate. Being part of a team that works across both technology and strategy offers a broad perspective on how the space is developing, and it’s rewarding to play a role in helping partners navigate that change and find ways to grow. At the same time, there’s still so much room to innovate, and that really keeps me coming back.
Company: Income Access
Interviewee: Geoffrey Smorong
Date: 07.08.2026
