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Interview with Stas: the importance of player retention in affiliate marketing
In affiliate marketing, many partners are accustomed to thinking in terms of volume: the more FTD (First Time Depositors), the higher the profit. However, this approach rarely stands the test of time. The quality of traffic and player retention gradually come to the forefront, determining who will earn and who will lose everything after the first few months of work.
Stas, Senior Affiliate Manager at 1win Partners, spoke on why LTV is more important than CPA, how a manager helps partners build a long-term business, and what mistakes affiliates make most often.
The main mistake: obsession with numbers
Comparing CPA and LTV is the starting point for understanding why some affiliates build a business for years, while others burn out in months.
Interviewer: Hi Stas, why did you want to raise this topic?
Stas: Hi! This topic is particularly important for the affiliate marketing industry today. More and more arbitrageurs seem to be forgetting the main principle of this business.
Interviewer: Why focus on player retention? After all, many affiliates work exclusively on volume and quick payouts, especially in CPA, where retention is not so important.
Stas: That’s exactly the main mistake. Many partners are obsessed with numbers, especially those working on the CPA model. They are only interested in the number of FTD. But if you think only about volume and ignore quality and retention, your income will inevitably start to fall. Operators look not only at how many players came but also at how active they are, how much they deposit over the course of months and even years.
Interviewer: So are we talking about a transition from classical CPA to a model where the key indicator is LTV?
Stas: Exactly. CPA is quick money. You bring a player and get a fixed fee. But if your traffic doesn’t last long, the campaign may be frozen, and payouts reduced. LTV (Lifetime Value) shows the real income a player brings over their entire lifecycle. Affiliates who know how to work on increasing LTV win in the long run: they get access to increased RevShare options or hybrid models, build trusting relationships with operators, and create a stable cash flow.
Volume vs. quality: case study
Stas presents two practical examples to demonstrate the difference.
In the first case, the partner was making over 100 deposits every day in the Asian market. The flow appeared impressive, but player engagement after the initial deposit was very minimal. The campaign had to be paused, and the affiliate did not even attempt to figure out what went wrong.
The second case is the complete opposite. The partner has been working for more than two years, and during this time, their traffic has never stopped. “They are always in touch, interested in improvements, and take recommendations. As a result, their LTV is consistently above average. This is an example of a long-term approach,” Stas notes.
The role of an affiliate manager
Formally, the manager is seen by many programs as someone who looks at KPIs. However, in practice, they play a much bigger role. An effective affiliate manager shifts from a supervisor into a strategic partner who helps in user acquisition and retention.
Interviewer: So the role of an affiliate manager in such stories is very significant?
Stas: Absolutely. An affiliate manager is not just someone who checks KPIs and confirms payouts. They are a source of insights and a retention tool. We analyze gaming data: which slots or products are popular in a particular region. Based on this, the partner can create targeted creatives, thematic applications, and content that really engages the player.
We suggest which landing pages engage better, which first screens reduce churn. We focus on local retention resources — for example, 1win has call centers that bring back players through calls and emails. We provide push notification templates, scripts for different geos, and up-to-date information on payment systems. All this affects retention.
Retention starts earlier than you think
When people talk about retention, many imagine promotions and bonuses for players. But, as Stas emphasizes, this is just the tip of the iceberg.
Interviewer: So retention starts not after the deposit but long before that?
Stas: Absolutely right. Retention is not just about promotions and bonuses. It starts with communication between the partner and the manager. If an affiliate works in conjunction with the manager, they get above-average retention, a stable flow of active players, and long-term cooperation.
Final advice
Stas shared advice for those just starting in traffic arbitrage, useful to many experienced arbitrageurs as well.
Interviewer: Final question: what advice would you give to affiliates just starting out?
Stas: Ask yourself: do you want to play a short game or a long one? If you choose the long game, focus on retention. Work with your manager, use analytics and think about LTV. Only this way can you build a truly sustainable affiliate business.
Main takeaways
Player retention is no longer considered a secondary factor. Today, it is the main metric used by operators to evaluate affiliates and partners in order develop a sustainable business. Stas’ experience shows that in iGaming, those who focus not on quick results but on the long game are the ones who win.
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