Anastasia Borovaya, Head of Affilka by SOFTSWISS, previews the brand’s Geo-Distributed Redirect feature which will be presented at IGB Affiliate and argues why data, analytics, and AI tools play such a key role in determining affiliate success.

How does iGB Affiliate contribute to your business, what do you gain from participating in the event and what does success look like?

Being a software provider for affiliate programs, Affilka by SOFTSWISS is highly interested in attending specialised events such as iGB Affiliate as it helps us stay in touch with our clients, operators and affiliates.

iGB Affiliate provides us with great networking and lead-generation opportunities. Face-to-face communication helps us improve our base of potential clients and partners, such as iGaming operators and affiliates, B2B platforms and software service providers.

The event is the right place to show our recent achievements, present new features, and share our plans. It is also a perfect platform for sharing and receiving feedback. We use it to hear the needs of our clients and their affiliates, which helps us improve our product and implement tailor-made solutions.

Attending iGB Affiliate is a unique opportunity to learn more about the industry. By visiting the stands of partners, clients, and competitors, we can analyse the market and collect valuable industry and technology insights.

Having a stand also helps companies increase brand awareness, improve their positioning and generally be more visible on the market.

Taking place at the beginning of the year do you think iGB Affiliate will set the tone for the remainder of 2025. Do you think it has the ability to get the year off to a positive and confident start?

The first expo of the year is always highly impactful – it seems to set the tone for the entire year. I remember the interview I gave at iGB Affiliate in London last year when I shared our plans and the projects we intended to implement. Reflecting on that now, everything we discussed and planned for 2024 has been successfully realised, which is truly fascinating.

It feels like everyone returns from the holidays energised, and the first expo acts as a catalyst for the year’s activities. Participants are ready to do business and have high expectations for the months ahead.

The first expo of the year also offers a valuable opportunity to refine a company’s annual plans. Every business starts the year with its own roadmap for development, carefully prepared in advance. However, at this initial expo, you can evaluate whether your plans are on track and if not make the necessary adjustments. Engaging with partners, colleagues, competitors, and clients provides fresh insights to fine-tune strategies and improve outcomes.

In your opinion what are the main trends impacting the affiliate industry?

Changes in the regulatory landscape are among the most impactful factors affecting the affiliate industry. Market regulations directly influence affiliates, imposing strict rules on what they can and cannot do to promote their content and attract players. Affiliates face challenges such as lower commissions, stricter guidelines, or outright prohibitions, all while operators navigate the complexities of regulatory compliance.

Limits on deposits, restrictions on bonus promotions, and affordability checks all contribute to increasing the cost of acquisition, making players more expensive to attract.

Regulatory shifts may push affiliates to re-evaluate their marketing strategies in various geographic regions. Some are focusing on emerging and regulated markets, typically those are larger companies with the resources to adapt. Others are moving towards less-regulated markets and crypto-based platforms to maintain growth.

When it comes to technology, I would emphasise that data, analytics, and AI tools play a key role in the success of affiliates. Through data analysis, partners can identify more profitable operators and optimise their marketing campaigns. When operators share detailed performance data, affiliates are more likely to prioritise promoting their projects.

Data-driven decision-making is fundamental. Here is the right time to highlight that Affilka by SOFTSWISS offers comprehensive reports with near real-time statistics. This data provides a competitive edge, as both operators and affiliates need timely information to make informed decisions. The faster affiliates receive data on player activity, the quicker they can adjust their marketing strategies to attract higher-quality traffic.

AI tools add another layer of efficiency, predicting player behaviour, lifetime value, and return on investment. They complement data-driven analysis by identifying patterns in player behaviour. AI is particularly effective in content creation, including graphics, design, and copywriting. Tools like ChatGPT and other AI solutions are already shaping SEO and copywriting, streamlining processes and improving productivity across various areas.

Gamification is another critical factor. Features like leader boards, tournaments, achievements, and community-building elements - for example player chats - give operators a competitive edge in player attraction and retention. Affiliates prefer working with gamified projects because these features drive higher retention rates and increase player lifetime value. Additionally, gamified projects may encourage affiliates to work on revenue share models, as opposed to CPA models, due to their long-term profitability.

Influencers also play a pivotal role in attracting a new generation of players. Traditional marketing methods aren’t always effective with evolving audiences and generational shifts. Influencer marketing, however, resonates with newer audiences, as evidenced by the growth of platforms like YouTube Shorts, TikTok, and Instagram Reels. While gambling advertising is generally restricted on these platforms, influencers can reach broad audiences and drive traffic to related projects when used responsibly and in strict compliance with platform guidelines.

Not all influencers are celebrities; many are ordinary people with large social media followings. Their popularity lies in the easily digestible content they produce and the high level of trust they inspire – followers often perceive influencers as unbiased and authentic.

What are the most promising emerging markets, and what opportunities do they present?

Emerging markets offer exciting opportunities for acquiring new players. Brazil stands out as a promising market due to its regulatory developments and a population highly engaged in sports betting. Similarly, African markets like South Africa and Nigeria are gaining attention from operators.

In the iGaming Trends 2025 Report, experts also highlight the UAE as a market with significant potential. The UAE gambling market is projected to grow rapidly, potentially generating EUR 7.82 billion annually. This growth is driven by increasing tourism from Asia and Africa, alongside the expansion of gaming options such as lotteries, online gambling, and future casino operations. A key milestone will be Wynn Resorts' casino resort in Ras Al Khaimah, set to open in 2027 as the region's first major development of its kind.

Are you going to present any significant achievements at the iGB Affiliate 2025 the first edition to be held in Barcelona?

Certainly! One of the platform’s latest enhancements will be showcased at the expo: the Geo-Distributed Redirect feature. This improvement significantly reduces redirect times, improving the user experience. Affilka by SOFTSWISS has shortened redirect durations by 2.5 to 5 times. In one region, simulated tests revealed a drop from 1.5 seconds to just 300–500 milliseconds – one of the fastest response rates on the market.

This improvement has led to a 3.5% to 7% increase in users successfully reaching casino sites, directly boosting registrations and deposits. The feature is a game changer, as it addresses a common pain point: players abandoning sites due to delays. By minimising wait times, the Geo-Distributed Redirect feature ensures smoother navigation and maximises engagement.