For too long, affiliate management has been a neglected function within the iGaming industry, treated as a back-office chore rather than a core strategic discipline. Many operators, shackled by outdated legacy platforms, have contended with a landscape defined by manual workflows, fragmented data, and a poor user experience.
The passive approach of “set it and forget it” is no longer viable in an industry that is rapidly evolving. As ReferOn’s General Manager Alex Bukin comments: “The iGaming affiliate sector has changed dramatically, especially in recent years.
“There are three key shifts that define this evolution: increased regulatory pressure, which necessitates accurate and audit-ready data; industry consolidation, which requires managing larger portfolios; and a heightened focus on data, as affiliates now seek actionable insights, not just payouts.”
These changes highlight a stark reality: the traditional affiliate management model is broken. Operators are losing out on significant revenue and efficiency because their systems can’t keep pace.
The outdated model and its hidden costs
The vast majority of affiliate programs are built on legacy technologies that were never designed for the complexities of modern iGaming. These platforms, often patched together or built on outdated codes, create a domino effect of problems.
They lack the real-time reporting capabilities that both operators and affiliates now demand, forcing teams to rely on static, historical data. This leads to data fragmentation, where crucial metrics are siloed, making it impossible to gain a holistic view of performance.
Moreover, it creates scaling inefficiencies: as the portfolio of brands and affiliates grows, what initially seems like a positive development often leads to an increasing number of manual tasks – such as creating tracking links, updating reward plans, and chasing invoices.
As ReferOn’s Operational Lead David Harris points out, there is a common industry misconception. He says: “There is a general idea that affiliation is easy – you set the deal and wait for money to come in. This should not be the case.”
Without a robust platform, operators are unable to track crucial metrics; directly impacting the operator bottom line and profitability. These inefficiencies don’t just affect the operator; they directly impact the affiliate model.
A clunky, opaque system with delayed reporting creates a lack of trust and a frustrating user experience (UX), leading to a high affiliate churn rate and the loss of high-quality traffic. The problem, therefore, is not just about technology; it’s about the friction that poor technology creates in what is fundamentally a partnership business.
Harris also cautions that losing sight of a portfolio’s fluctuations can seriously impact both profitability and affiliate relationships. Common operational challenges such as manual workflows, outdated reporting, and compliance blind spots often lead to delays and disputes, which ReferOn was designed to resolve.
ReferOn’s new way forward: Creating a platform built for growth
ReferOn’s key differentiators are designed to solve the pain points that have long plagued the iGaming affiliate sector. As Bukin explains, the company’s value proposition is built on an intuitive, flexible, and transparent platform that delivers “scalable, enterprise-grade performance.”
One of the most significant advantages is a seamless user experience (UX) for both operators and affiliates. Head of Product, Vlad Bondarenko, stresses the importance of this, explaining that by providing a streamlined UX, the platform “removes friction points, freeing managers to focus on high-value work like building deals, optimising portfolios, and detecting fraud.” The platform’s new Async Tasks and Affiliate-Controlled Postbacks, for example, enable faster, more autonomous operations without overloading the system.
Another key differentiator in an industry more regulated than ever before, is transparent, real-time data and analytics.
Legacy platforms often rely on lagging, static reports, which are a significant pain-point for a fast-paced industry. ReferOn, in contrast, provides a consistent, dynamic reporting system that gives users immediate insights into performance trends. This includes a clear view of performance across campaigns, geos, and traffic sources. Bukin states that this transparent reporting “reduces disputes and creates immediate clarity for affiliates and operators,” which is crucial for building and maintaining trust.
The provider’s forward-thinking approach also ensures that operators excel in the automation of repetitive tasks, saving both hours and money, at a time when margins have never been more competitive.
“There is a general idea that affiliation is easy – you set the deal and wait for money to come in. This should not be the case.”
For example, ReferOn has an API-first architecture which allows for seamless integration with existing operator systems. By automating these processes, ReferOn allows operators to grow their affiliate programmes without needing to proportionally increase their headcount.
The provider’s automation also offers centralised control over multiple brands. To highlight this level of evolution, Harris notes that they have gone as far as to build its own set of features specifically designed to solve the problem of managing too many accounts, which had led to complications for affiliate managers and login issues for affiliates – a pain-point that has been prevalent for far too long.
The untapped power of strategic data and trust
The true value of a platform designed for the future is its direct and measurable impact on the bottom line. Investing in modern affiliate technology is not just about improving workflows; it’s about driving significant financial results. Data, and automation, makes this possible.
By providing deep insights into player lifetime value by affiliates, ReferOn shifts the focus from simply tracking clicks and commissions to understanding the quality of traffic.
As Bondarenko notes: “This kind of visibility shifts affiliate management from reporting to decision-making. Operators can now ask, should we double down on this segment, renegotiate that deal, or reallocate budget? This data-driven approach allows for smarter decisions that directly increase the long-term value of each player.”
Underlying all this, the foundation of a successful affiliate program is no doubt trust. By providing affiliates with real-time, accurate data and fair payouts, the platform fosters stronger, more collaborative relationships. This, in turn, leads to higher-quality, long-term traffic, which is essential for sustainable growth.
Ultimately, as Bondarenko concludes: “With the right platform, affiliate management becomes a strategic asset, not just a cost centre.”
Pioneering the future of affiliate technology
ReferOn’s roadmap is focused on addressing emerging trends and challenges to ensure its clients are always at the forefront of the industry. The platform’s strategic development is centred on five key zones: stronger governance, deeper automation, next-gen payments, affiliate-centric UX, and AI-readiness.
The increasing importance of AI showcases just how far ahead ReferOn is looking into the future. The platform’s standardised data pipelines are being specifically designed to unlock the power of AI in a way few others have achieved so far.
By merging both human abilities and the potential of automation, the aim is to provide the tech equivalent of an “AI-powered junior affiliate manager” – acting as a direct second brain for operators, detecting traffic anomalies, suggesting offers, and generating tracking links.
The platform’s focus on robust governance, including role-based access models and audit layers, ensures operators can maintain control and security.
This is especially crucial in emerging markets such as LatAm, with its unique challenges with fragmented payments and variable regulations.
To achieve this, ReferOn provides flexible compliance layers that can be toggled per market on a micro level. As Bondarenko adds: “This mix allows operators to expand aggressively while staying compliant and affiliates to feel confident working in new territories.”
In conclusion, ReferOn is more than just a software provider; it is a strategic partner for operators navigating a complex and competitive vertical. The era of the outdated affiliate platform is over. Investing in robust affiliate technology is no longer a luxury, but an essential strategy for maintaining a competitive edge and driving sustainable revenue growth.
David Harris, ReferOn’s Operational Lead
Alex Bukin, ReferOn’s General Manager, discusses the “set it and forget it” mentality and how it has created significant friction. He explains how ReferOn was purpose-built to address these fundamental problems, offering a platform that transforms affiliate management from a cost centre into a strategic asset.