Nordic Network Ltd has entered into a strategic partnership with AffPapa, bringing together their networks across iGaming, affiliate marketing, esports, and gaming. The...
The iGaming market looks very different from what it did just a few years ago. New brands launch regularly, licensing has become more accessible, and operators are competing harder than ever to attract both players and affiliates. As competition has grown, the role of affiliate management has changed as well.
Through AffPapa’s affiliate management service, our team has a firsthand view of what it takes to build successful partnerships today. Below, we explore what has changed over the past few years in the industry and why simply signing new affiliates isn’t enough anymore.
Modern affiliate management isn’t just about onboarding
In the past, affiliate management was often focused on finding new partners, agreeing on commercial terms, and getting campaigns live. In the modern iGaming industry, bringing new affiliates into a program is still an important part of the job, but it’s only the first step. With increased competition, affiliate managers have taken on a much broader role, helping operators build partnerships that continue delivering value after an agreement is signed.
Instead of simply introducing affiliates to a brand, affiliate managers spend more time understanding their partners, identifying growth opportunities, and supporting campaigns in the long-run.
Movses Wartan, Head of Affiliate Management at AffPapa, says:
“One of the biggest lessons I learned while working with a fast-growing brand was that affiliate management is much more than simply onboarding affiliates and sending deals. At the beginning of my career, I thought success meant finding new affiliates, getting them approved, and making sure they started promoting the brand. That was the “job done” mindset. But after working with stronger and more established brands, I understood that real growth comes from what happens after onboarding.”
Strong partnerships deliver long-term success
Once a partnership is established, the focus moves to improving performance for both sides, which starts with choosing the right partners, not just the biggest ones. Today, signing more affiliates doesn’t automatically lead to better results, and this is why affiliate managers now evaluate traffic quality instead of relying only on traffic volume.
Relationship management also plays a much bigger role than it once did. Regular communication, understanding traffic sources, sharing campaign ideas, and helping affiliates improve performance are exactly how AffPapa’s affiliate management turns insights into profit. Our affiliate managers pay close attention to how partners attract players and quickly respond to any queries that can contribute to better partnerships.
Movses Wartan commented:
“I learned how important it is to properly verify affiliates before accepting them. It’s not only about checking if they are legitimate, but also understanding the quality of traffic they can actually bring. In many cases, a smaller affiliate with strong and loyal traffic performs much better than a larger affiliate bringing low-quality users.”
Staying competitive means looking beyond acquisition
At the same time, keeping an eye on competitor activity and market trends helps find new opportunities before they become standard in the industry. In 2026, understanding what is happening outside your own program can help brands react faster and create converting offers.
Movses Wartan added:
“In such a fast-moving industry, brands that stay still fall behind very quickly. Looking at what other brands are doing, analyzing successful campaigns, and finding new ways to increase FTDs became part of the daily process.”
Another important change is how success is measured in the current market. Although first-time deposits are a necessary metric to track, they’re no longer the only priority. Player retention is something affiliate managers take into serious consideration, as long-term value comes from players who continue depositing and engaging with the brand.
According to Movses Wartan:
“A brand can generate many first deposits, but long-term success comes from turning those players into loyal and active users through the right retention strategy, communication, and player experience.”
Affiliate management today is about much more than introducing operators to new partners. Strong relationships, high-quality traffic, market awareness, and long-term player value all contribute to successful affiliate programs. Ready to take your program to the next level? Get in touch with AffPapa’s affiliate management team and find the right approach for your brand.
