S02E12 How Data Is Transforming Affiliate Marketing in iGaming? | Michael Filletti

Is iGaming about to look more like Netflix than a traditional online casino? In this episode, we unpack how this industry is shifting from gambling into full-scale entertainment, and how subscriptions, data, personalization and product leadership shape the future of online gaming. Topics we cover:is iGaming in 2025 still “casino”, or already an entertainment platform?where do UX ideas really come from - gaming, streaming, VOD?could subscription models actually work in online casinos (Netflix / Spotify style)?regulation, transparency, player mindset - real challenges, not theorywhat does the role of a Product Manager look like in iGaming vs other sectors?personalization + loyalty: what actually works vs what is pure buzzword?how data supports responsible gaming and protects players from harmful behaviourwhere is the balance between data-driven growth & healthy habits?and finally - what might this industry look like in the next 5–10 years?

In this episode, we talk with Linda Serbu about the challenges of player access beyond licensed markets and the evolving landscape of global iGaming. As borders blur, operators face increasing compliance risks when players connect from outside regulated jurisdictions. Linda shares insights into what drives this behavior - from curiosity and better promotions to limited local options - and how technology like VPNs and digital payments makes it easier than ever. We also discuss regulatory gaps, data-driven monitoring, and the platform challenges of managing cross-border play. Can international cooperation lead to a more harmonized future for online gaming? Tune in to find out.

In this episode of the Data Roll Podcast, Stan talks with Michał Miler, Chief Product Officer and VP of Product at Entain - formerly at STS, the leading betting operator in Poland. Michael shares the story of a company’s transformation from a 90s-style family business into a modern online market leader. During the conversation, he explains:how to build a data-driven product strategy,the journey from reactive to proactive analytics,how to connect BI, product, and technology teams,why data ownership and empowerment are key to innovation,and when speed of learning matters more than perfect accuracy.It’s an honest, insightful discussion about turning data into a true competitive advantage - not just another dashboard metric.

In this episode, we sit down with Michael Filletti, Co-Founder of Routy, to discuss how data is changing the game for affiliates and operators in iGaming. From building a useful data stack to overcoming tracking challenges, we explore the balance between personalization and privacy, why the industry lags behind retail in BI & AI adoption, and how becoming data-driven can protect both sides from unethical practices. Plus, Michael shares surprising insights revealed through data and the essential skills affiliates will need in the years ahead.

In this episode, we sit down with Tom Schreurs from Better Collective to explore how data, media, and sales strategies are driving the growth of the iGaming industry. Better Collective reaches millions of sports fans every month, but how do you turn that passion into meaningful business opportunities?  Key topics we cover:What makes partnerships with operators truly successful todayThe most important metrics to evaluate campaign and channel performanceHow to use media data and betting behavior to match the right product with the right userThe role of local preferences, regulations, and market differences in scaling strategyBalancing editorial credibility with commercial goals in content-driven acquisitionThe power (and limits) of personalization in media monetizationUntapped opportunities between sports media and betting platformsJoin us for a deep dive into how sports fans become players - and how commercial, editorial, and product teams can work together to unlock the next wave of iGaming growth.

In this episode, we dive deep into the world of paid advertising and affiliate marketing within the iGaming industry. Our guest shares hands-on insights into what it takes to run successful performance marketing campaigns, with a strong focus on link tracking, postbacks, and data-driven decision-making.  What you'll learn:What link tracking is and why it’s essential for performance marketingHow advanced tracking methods improve transparency and campaign accuracyUsing tracking data to identify top-performing channels and optimize resultsA practical breakdown of postbacks: how they work and why they matterThe role of postbacks in attribution accuracy and fraud preventionHow postback data builds trust between advertisers, affiliates, and networksKey metrics that drive successful iGaming campaignsThe impact of privacy laws on tracking and attributionWe also explore the differences between grey and regulated markets, the unique challenges and opportunities of each, and what’s currently missing in the affiliate marketing ecosystem - from tools to industry knowledge. Finally, we look ahead to the future of affiliate marketing as it becomes increasingly integrated with Business Intelligence and real-time analytics.

In this episode, we dive deep into the world of modern casino game delivery - from idea to player. Our guest shares insights from inside the industry, covering how data drives decisions, strategies, and adaptations at every stage of the process.  What you’ll learn in this episode:The biggest challenges in selling casino games and how to overcome themEffective ways to showcase games and convince operatorsThe importance of selling points and choosing the right jurisdictionsHow studios approach special features and market-specific customizationFirst-hand experience entering the Brazilian marketThe role of influencer marketing and celebrity endorsements in the gaming spaceStrategies for maintaining a game’s popularity long after launchHow data shapes modern game development and deliveryA glimpse into the future of casino game designSubscribe for more industry interviews and behind-the-scenes stories.

In this episode, we sit down with Brendon Spiteri, to explore the real drivers behind successful partnerships in affiliate marketing - especially in the ever-evolving iGaming industry.With years of experience on both the operator and affiliate sides, Brendon shares how data, transparency, and long-term strategy intersect to create impactful and profitable collaborations.In this episode, we discuss:– What truly defines a successful operator - affiliate partnership– The role of data in driving decisions, optimizing performance, and challenging assumptions– Key KPIs and metrics that matter most when evaluating affiliate relationships– The biggest bottlenecks and inefficiencies in today’s affiliate space– Aligning short-term performance with long-term strategic goals

Can ethics and iGaming truly coexist? In this thought-provoking episode, we’re joined by Dr. Andreas Ditsche - experienced business leader, advisor, and advocate for ethical standards in the gaming space - to unpack the complex relationship between online gambling, public perception, and social responsibility.We explore:- How ethics can (and must) exist within the iGaming industry- Why the sector still struggles with its reputation – and whether that’s fair- Regional and cultural differences in attitudes toward gambling- Ethical challenges facing operators, affiliates, and other players in the space- How transparency, data, and player insights can drive real change- What it really takes to make responsible gaming more than just a buzzword

This is the second part of our conversation about Insight Assistant, where we talk with Kasia about one of the biggest misconceptions around AI assistants - that LLMs can solve everything, and should be used everywhere just because they’re popular. We break down when they truly add value, and when traditional solutions like scripts or frameworks still make more sense. We also discuss what really powers AI assistants behind the scenes, the difference between LLM engines, data security concerns, and what’s next for the product. Plus, we answer the big question: will AI assistants replace BI teams?Spoiler: they won’t. But they will make their work way faster.