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Interview with Mike Waters – Main Analyst at Australian Gamblers
In an industry where most affiliates focus on acquisition, rankings, and conversion rates, complaint resolution is often treated as someone else’s problem. Yet as player trust continues to erode, it’s smart to question whether ignoring disputes is still viable in the long run.
AffPapa spoke with Mike Waters, the main casino analyst at Australian Gamblers, about why his team decided to take a different approach and whether complaint handling could become a meaningful differentiator for affiliates going forward.
Yeva: Most affiliates avoid complaints entirely. Why did you decide to lean into them instead?
Honestly, because I kept seeing the same issues come up over and over again. Players would email us frustrated, not knowing where to turn, and it was usually after they’d already tried support channels with the operator and hit a wall.
From my side, it felt wrong to say, “Sorry, not our problem,” when we were the ones pointing players toward those platforms in the first place. If you’re willing to recommend an operator, you should also be willing to step in when something goes wrong. It’s not the easiest path, but it felt like the responsible one.
Yeva: What does a typical complaint actually look like when it lands in your inbox?
Most of the time, it’s usually delayed withdrawals, repeated KYC requests, unclear bonus terms, or communication breaking down completely.
By the time they reach us, though, they’re often exhausted. They’ve sent emails, opened live chats, followed instructions, and still feel stuck. Our role is usually less about “fighting” and more about translating the issue clearly and getting the right people talking to each other.
Yeva: From your experience, where do disputes usually break down: players, operators, or communication?
Communication, almost always.
In many cases, operators are following their internal rules, but they’re not explaining them in a clear way for the everyday player to understand. On the other side, players often don’t fully understand the terms they agreed to, especially around bonuses or verification. When those two gaps meet, things escalate.
Once someone takes the time to clearly outline what’s happening and why, a lot of issues calm down. Not all of them, but more than people might expect.
Yeva: Does handling complaints change how you review or recommend operators?
Absolutely. It gives you a completely different perspective.
You can test games, deposits, withdrawals, and support as much as you want, but seeing how an operator behaves when something goes wrong is the real test. Some brands look great on the surface but tend to overcomplicate things or simply fail to resolve a player’s complaints. Others might not be flashy, but they’re fair and responsive when it matters.
That feedback loop influences how we think about operators long-term. It’s hard to ignore patterns once you start seeing them. It also helps us with our casino ratings and rankings, because if an operator doesn’t cooperate with our team to resolve the player’s complaint, we apply a lower ranking or completely remove it from our lists. This is how we keep our ratings accurate: by getting inside information that you aren’t able to get by simply testing the casino yourself.
Yeva: Some affiliates worry that getting involved creates liability or friction with operators. Has that been your experience?
It can create friction, yes, especially with operators who don’t like being questioned. But liability is often misunderstood. We’re not acting as regulators or making promises on behalf of anyone. We’re facilitating communication and pushing for clarity.
The operators worth working with generally understand that. In fact, some appreciate having issues escalated properly instead of blowing up on forums or social media. It’s the ones who don’t want scrutiny that tend to push back.
Yeva: Do you think player trust is something affiliates can realistically rebuild, or has the damage already been done?
I don’t think trust is gone for good, but it’s definitely fragile.
Players are far more sceptical than they used to be, and for good reason. Too many reviews read the same; too many rankings feel interchangeable. Rebuilding trust takes consistency over time, not just better copy or disclaimers.
Affiliates have to show that they’re willing to be accountable, even when it’s inconvenient. That’s the part most people struggle with.
Yeva: From a business perspective, complaint resolution isn’t the fastest way to scale. Why is it still worth it?
Because not everything that matters shows up in short-term metrics.
Handling complaints takes time, and it doesn’t directly generate revenue. But it builds something slower and more durable: credibility. Players remember when someone actually helps them, especially in a stressful situation involving money.
Over time, that changes how people engage with your platform. They’re more likely to trust your reviews, more likely to come back, and more likely to recommend you to others. That kind of growth is harder to measure, but it’s real, and it lasts.
Yeva: Do you see complaint handling becoming more common in the affiliate space, or will it stay niche?
I think it will grow, but slowly.
As regulations tighten and players become more informed, affiliates won’t be able to sit on the sidelines forever. At the same time, complaint resolution isn’t something you can fake or automate easily. You need people, processes, and patience.
So it probably won’t become universal overnight, but I do think more affiliates will realise that ignoring complaints entirely and not standing by their recommendations isn’t sustainable.
Yeva: What advice would you give affiliates who want to take player trust seriously but don’t know where to start?
Start by listening, and don’t be afraid to lose a partnership with a casino if they don’t want to resolve the complaint.
Pay attention to what players are actually complaining about, not just publicly but privately. Look for patterns instead of isolated incidents. And be honest about where you’re willing to draw the line with operators.
You don’t need to solve every problem, but you do need to show that you care enough to try. Even small steps in that direction make a noticeable difference.
Company: Australian Gamblers
Interviewee: Mike Waters
Date: 04.03.2026
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