AffPapa partners with iGamingOne affiliate platform
AffPapa, the ultimate iGaming directory, is thrilled to announce a new partnership with iGamingOne, a comprehensive affiliate platform.The primary goal of iGamingOne is...
Interview with Iryna Fowler — Head Of Marketing at iGamingOne
AffPapa spoke with Iryna Fowler, the Head Of Marketing at iGamingOne, who shared insights on the journey to her leadership role, what sets iGamingOne apart, as well as the latest platform innovations.
Yeva: Let’s start with your background, Iryna. What experiences or turning points in your career led you to become the Head of Marketing at iGamingOne?
My journey into affiliate marketing began in 2020 when I took on my first role as an Affiliate Manager at Support Your App. I worked with a major photo editing software brand (which I can’t disclose due to an NDA—let’s just say it was picture-perfect!). This role was a game-changer for me, allowing me to blend my marketing knowledge, analytical skills, and love for communication. My early days in customer support during college taught me to navigate communication challenges and find common ground—a skill that’s been as invaluable as a secret ingredient in a grandma’s recipe.
I then ventured into the wild world of crypto with Currency.com, where I developed strategic partnerships and led influencer marketing initiatives. This opened my eyes to the dynamic and sometimes dizzying world of cryptocurrencies. Eventually, I found my true calling in the iGaming sector, where I could mix my experiences like a perfect cocktail. Drawing on both crypto and traditional marketing, I stepped into my current role at iGamingOne. Here, I’m thrilled to drive growth and creativity, integrating all my past experiences into a strategy that doesn’t just aim for the moon but lands on it.
Yeva: iGamingOne’s goal is to simplify affiliate marketing by giving access to the best deals. In what way do you implement it in your day-to-day activities and relationship with affiliates?
At iGamingOne, we like to think of ourselves as the matchmakers of the affiliate world—except we set you up with great deals instead of bad first dates. We prioritize transparency and efficiency in all our interactions, meaning clear communication, timely updates, and access to exclusive deals that are about as rare as a unicorn sighting. Our focus is on building strong relationships by understanding each affiliate’s unique needs and tailoring our support to ensure their success. Our centralized dashboard and streamlined KYC processes are just a few ways we make life easier for affiliates, allowing them to do what they do best— growing their traffic and revenue, minus the headaches.
Yeva: What is it about iGamingOne that makes your marketing approach stand out in the highly competitive market?
At iGamingOne, our marketing approach is all about delivering unparalleled value to our affiliates. We’ve partnered with over 100 top-tier casino and sports betting brands, giving affiliates access to a treasure trove of lucrative deals that you won’t find in your average market. Thanks to our extensive network, we can secure higher rates for our affiliates, setting them up for nothing short of a jackpot. We’re committed to transparency and provide personalized strategies, ensuring each affiliate feels like they have their own bespoke marketing plan— because one size definitely does not fit all in this game.
Yeva: How do you achieve the balance between the professionalism aspect with the fun and engaging culture? How does this dynamic play out in your team’s interactions with affiliates?
At iGamingOne, we’re firm believers that work should be fun—after all, who says you can’t mix business with a little pleasure? We embody this philosophy every day, cultivating an environment where creativity and innovation thrive like plants in a well-watered garden. This balance is evident in our interactions with affiliates, where we blend expert guidance with a warm, personable approach. Our team is all about building genuine relationships, ensuring that every interaction is not only productive but also enjoyable. We’re here to show that you can have your cake and eat it too—work hard, play hard, and grow together.
Yeva: What are some of the latest features or innovations iGamingOne incorporated into its platform for a better affiliate experience?
Recently, iGamingOne has introduced several innovations to enhance the affiliate experience. Our platform now includes advanced performance testing tools and optimized listing features, allowing affiliates to track and improve their campaigns more effectively.
Additionally, we have expanded our market reach, enabling affiliates to manage multiple markets and verticals under a single account, streamlining their operations and maximizing their potential earnings.
Yeva: On a bigger scale, what are your main priorities for iGamingOne’s marketing plan for next year?
For the upcoming year, we’re setting our sights high at iGamingOne. A top priority is expanding our portfolio to include 200+ Premium brands across the UK, EU, and LATAM markets. This move will broaden our scope and enable us to tailor solutions to each affiliate’s specific needs—think of it as custom tailoring, but for marketing strategies. We also plan to enhance our data analytics capabilities, offering even more valuable insights to help our affiliates optimize performance and rake in the revenue. By focusing on these priorities, we aim to drive significant growth and innovation, solidifying iGamingOne’s position as the leader of the iGaming pack.
Yeva: How do you keep yourself and your team motivated and innovative in such a competitive and fast-changing environment?
At iGamingOne, staying motivated and innovative is as essential as your morning coffee. We foster a culture of continuous learning and development, which keeps us ahead of the curve—and the competition. Regular attendance at industry gatherings like iGBLive and AffPapa networking events keeps us buzzing with fresh ideas and new insights. These experiences not only fuel our creativity but also keep our team excited about the endless possibilities within the iGaming industry. We encourage open communication and collaboration, creating an environment where everyone feels like they can bring their best ideas to the table— even the wild ones. By celebrating our wins and learning from our challenges, we maintain a dynamic and forward-thinking approach that keeps us motivated and always ready to innovate.
Yeva: Iryna, looking back on your career, what’s the advice you wish you had received when you first started out in marketing?
If I could send a message back to my younger self, it would be to embrace change like an old friend and remain adaptable. The marketing landscape is always shifting—sometimes faster than you can say “rebrand”—and the ability to pivot and innovate is crucial. Building strong relationships and networks is equally important—marketing success is as much about people as it is about strategy. For example, partnering with AffPapa has been a huge step in expanding our network and gaining valuable insights, proving that a well-placed connection can be worth its weight in gold.
Company: iGamingOne
Interviewee: Iryna Fowler
Date: 27.08.2024
Share:
Casino Guru shortlisted for 2 EGR Operator Awards
Casino Guru is shortlisted for the EGR Operator Awards in 2 categories: Affiliate of the Year and Casino Affiliate.The EGR B2B Awards reward and celebrate the best...
