Di Stefano commented that operators can create a fun VIP experience that keeps players engaged far beyond boring bonus campaigns. This approach allows for more personalized promotions that reward specific behaviors. You’ve been part of the European online gambling industry since 2011 and have been active in North America since 2018. What differences stand out to you between the European and North American affiliate landscapes?
In Europe, there is so much stigma around gambling, whereas in North America, it’s more understood that gambling is a form of entertainment. However, they are not as educated in North America on how to gamble online compared to Europe, where we have had access to online gambling for well over two decades. Additionally, as the North American market is still evolving and not as mature as Europe, we need to keep in mind that the US regulatory framework is very different from state to state. The market is newer, meaning there’s still a lot of growth potential, but operators rely a lot on large-scale media partnerships rather than traditional affiliate networks.
Canada, particularly Ontario, presents a more structured regulatory model, bridging the gap between European and North American markets. Another key difference is in player acquisition strategies. European affiliates focus on SEO, loyalty programs, and retention-driven marketing, whereas North American operators are still in an aggressive acquisition phase, leveraging high CPA deals, mass media exposure, and large-scale influencer partnerships. The next evolution in North America will likely involve more data-driven retention strategies, similar to what we’ve seen in mature European markets. I’d also say there is a huge difference in player deposits and game patterns.
You’ve helped online gambling operators increase growth and engagement. What marketing strategies do you see delivering the highest ROI in today’s iGaming industry?
The number one focus for maximizing ROI in today’s iGaming industry is VIP retention. Operators that prioritize long-term player relationships rather than just acquisition see significantly higher lifetime value LTV and overall profitability. But the traditional VIP programs we’ve seen until now that have standard tier-based rewards and generic bonuses are no longer enough. The real game-changer in 2025 will be gamification, which takes engagement to a new level by making loyalty programs more interactive, personalized, and rewarding.
What’s more, the VIP team will get fewer calls and contacts about rewards, and the operator will save a fortune on bonus costs. By integrating challenges, missions, leaderboards, and achievement-based incentives, operators can create a fun VIP experience that keeps players engaged far beyond boring bonus campaigns. This approach allows for more personalized promotions that reward specific behaviors rather than just deposit amounts, which makes the players feel more invested and motivated to continue playing with the same brand/s. But looking beyond gamification, I believe building strong player communities is very important.
Players are more likely to stay engaged when they feel a sense of belonging. At the same time, influencer and content marketing are also powerful acquisition and retention tools through an authentic way to engage audiences and boost brand awareness. Finally, localized strategies are critical in our industry. From adapting payment methods and customer support to fine-tuning promotions for different markets, it’s important to understand that there is no size-fits-all when it comes to ROI from engagement marketing.
You’ve mentioned that multiplayer experiences will drive gambling engagement in the future. What key trends or innovations do you think will make this vision a reality?
I believe blockchain and play-to-earn (P2E) models will grow in the black and grey markets, where players seek more decentralized gaming experiences. In regulated markets, I see a different future with community-focused gaming, more tournaments, influencer-led challenges, group bets, multiplayer communication, and live-hosted gaming events online. I also think we will see more bets on other things than traditional sports.
You recently moderated the panel “Market Insights: New Localisation Strategies to Secure a Slice of the Latin America and Africa Pies!” at iGB Affiliate Barcelona. What were the key takeaways from this discussion?
The biggest takeaways from the panel were the importance of trust in both Latin America and Africa but also how strategies need to be localized for each market. While both regions are mobile-first and rapidly growing, the way trust is built is different. In Africa, there was a lot of interest from the audience about which markets to focus on, but we also learned that affiliates are struggling in some African regions because Google has restricted gambling-related advertising, such as in Nigeria.
This makes it harder for operators and affiliates to reach players and build credibility. Without Google Ads, they have to rely more on local partnerships, influencer marketing, and direct engagement to gain player trust. In Latin America, trust is also important because the market is heavily influencer-driven. Players rely on recommendations from trusted personalities rather than traditional advertising, which makes influencer partnerships very important for affiliates that want to succeed. I had a great time moderating the panel, and I learned so much thanks to Luis Portela de Carvalho, Ben Cove, Tiago Almeida, Sasha Boerma and Lorena Vieira.
