Why relationships shape iGaming’s success

The iGaming industry has been experiencing exponential growth in recent times, driven by technological advancements, increased mobile accessibility, and the proliferation of online casinos and sportsbooks. One key technological advancement fueling this expansion is AI, which enhances player engagement through personalised gaming experiences and optimises casino operations by analysing player behavior.

Importantly, the innovations on display in the payments industry have been integral to iGaming’s rise, particularly when it comes to the rise of in demand for instant payouts. This may be a relatively simple process in the physical world, but when facilitated online, it can be a complex process, when taking into account cross-border transactions.

It reflects a broader trend the iGaming sector is addressing – taking advantage of new opportunities while effectively countering any risks that arise. “Payment providers are focusing on speed and instant payouts these days, but of course, there are many challenges like changing regulations and catching fraudsters – which is a hot topic in the industry right now,” Yeva Avagyan, Head of Commercial at Affpapa.

Yeva touches upon a common issue faced by any industry experiencing a strong growth trajectory, which is ensuring that the growth is sustainable and overcomes any challenges that arise as new areas are explored.

It is the same sentiment that is shared by leading payment provider SPAYZ.io. “I think we need to have a balance between all functions – loyalty, speed of transactions, and so on,” says Tatiana Sokolova, CMO at SPAYZ.io. Balancing different aspects of payments, such as transaction speed and loyalty programmes, is key to success in iGaming.

One critical area in this ecosystem is the relationship between affiliates and payment providers. Affiliates are responsible for driving traffic and revenue, but they often face hurdles such as delayed payouts, high transaction volumes, and fees. If not professionally handled, it can undermine the relationship between both entities.

Both Tatiana and Yeva agree that building trust and loyalty between platforms, affiliates, and payment providers is a vital component of success. Transparency, clear communication, and strong partnerships help foster long-term relationships. “When both parties know exactly what they’re doing, if there’s great communication, and whether you’re an affiliate, provider, or any type of B2B – if you have a clear vision and treat your partners not as transactions but as collaborators, I think it’s a match made in heaven,” Eva explains.

Ensuring that affiliates have access to the best payment options is another priority. Companies like SPAYZ.io are dedicated to helping iGaming businesses find competitive rates and navigate various payment methods. “I know that some affiliate programmes for iGaming products have special PSP departments, and SPAYZ.io is always here to help such companies interact with their PSP department. They’re always looking for the best rates and options to guide their clients through different payment methods. That’s why we’re here!” Tatiana shares.

Looking ahead, 2025 is set to be an exciting year for iGaming. The sector is on track to achieve over 11% CAGR from now till at least 2030. Such strong prospects mean we will see new players exploring opportunities, from payments providers to iGaming platforms to affiliate marketers, in both established and emerging industries. As such, it is important for the industry to provide regular avenues for collaboration between all parties, understanding new trends and pinpointing new opportunities.

It’s an approach that Affpapa is taking. “It’s very exciting! 2025 is going to be packed for us. We’re starting today with our first iGaming Club event of the year, and then we’ll have our iGaming Club at the Malaga conference in May,” Yeva commented. “I’m very excited about that, it’s going to be twice as big. We’ll also have our Satellite events and iGaming club events throughout the year, and we’re currently targeting Cancun as our next location for our conference. We’re very excited to host everyone!”

With major events on the horizon and ongoing innovation in payment solutions, the iGaming industry is poised for significant growth. Companies that prioritise trust, transparency, and efficiency will be vital to this success.