For nearly twenty years, the iGaming industry has shaped itself around a single generational cohort. But 2026 marks the first real fracture in that model, as the player base is splintering, fast. Gen Z is rewiring the rules with their love of casinos, sweeps, and social-first experiences, while older cohorts bring lifetime value but with altogether different habits. Add in crypto-native bettors, new global audiences, operators and affiliates can no longer treat the customer as one homogenous group. In this Rapid Hot Seat session, we explore what this fragmentation really means for affiliates. Who now sit at the sharp end of identifying, attracting, and owning the players operators can’t reach? How are affiliates proving their worth today? How are they capturing first-party data and keeping players engaged without sending them away too soon? We will also dig into how game-level data are reshaping targeting strategies, and confront the crypto elephant in the room, and whether crypto-first operators are hoovering up whole segments before traditional brands even see them?