TheGamblest is on the ground at one of the most anticipated events in the industry – iGaming Club Conference Malaga 2025.
After a successful debut, the conference is back in the vibrant city of Malaga from May 26–28, hosted at the NH Hotel Malaga, and it’s bigger than ever.
With over 1,200 attendees expected, the event promises to be a dynamic meeting point for affiliates, operators, and B2B providers, spotlighting the latest trends in iGaming traffic, affiliate marketing, and beyond. The two-day conference will feature panel discussions, speed-dating sessions, branded booths, and premium networking experiences, culminating in the prestigious AffPapa iGaming Awards.
Stay tuned as TheGamblest brings you exclusive, behind-the-scenes coverage of all the key moments, industry insights, and standout highlights live from Malaga.
First Panel: Google’s iGaming Massacre: How to stay alive in the SEO Warzone
Moderator:
Darko Ivanoski – Head of SEO at Gentoo Media, leading the conversation with sharp insight into survival strategies for iGaming SEO professionals.
Panelists:
- Emma-Elizabeth Byrne (Gentoo Media) – Offering a strategic view on long-term content resilience.
- Txema Hermoso (Doctor Seo) – Bringing hands-on expertise and data-driven tactics to the table.
- Julian Logan (Wedia Group) – Unpacking performance-driven approaches and how to stay ahead of the algorithm curve.
Discover how iGaming brands can adapt to Google’s changing algorithms and stay visible in search results in this high-stakes opening panel of iGaming Club Conference Malaga 2025. As Google continues to crack down on gambling-related content and shifts its algorithmic priorities, iGaming businesses are left navigating an increasingly volatile SEO landscape. From sudden traffic drops to de-indexing threats, staying visible in search results is no longer just about smart keywords — it’s about strategic survival.
This session will unpack the most pressing SEO challenges in the iGaming space and offer actionable insights on how affiliates, operators, and content teams can future-proof their digital presence. Expect expert tips on content strategy, compliance-friendly SEO practices, and how to build resilience against the ever-tightening grip of Google’s policies.
Second Panel: Marriage or Hookup? How to Fix a Failing Operator-Affiliate Relationship
Moderator:
Martins Lasmanis – CEO of Media 24, dives into the communication gaps, unmet expectations, and trust issues that can turn long-term collaborations into short-lived flings.
Panelists:
- Yehor (Parimatch Affiliates) – Sharing the operator’s perspective on what they truly value in affiliate partnerships.
- Nataliia Lavruk (MelBet) – Highlighting common misunderstandings and how to create stronger, more loyal connections.
- Havard Lehn (Nordic Affiliates) – Offering the affiliate view on fair treatment, payments, and performance metrics.
- Gabriela Merino (LeoVegas Group) – Bringing a strategic lens to long-term partner management and retention.
In today’s fiercely competitive iGaming landscape, the relationship between affiliates and operators is becoming increasingly strained. Affiliates are pushing for higher commissions, guaranteed placements, and long-term value — while operators are under pressure to cut acquisition costs, limit risk, and see immediate ROI. These conflicting priorities have led to frustration, miscommunication, and in many cases, broken partnerships.
This panel dives deep into the heart of this industry dilemma: Is the operator-affiliate relationship built for long-term partnership — or just a transactional hookup? Our expert speakers will explore how both sides can align expectations, define fair value, and foster trust in a space where performance is everything. Expect frank discussions on payment models, transparency, communication strategies, and how to turn a failing relationship into a high-performing collaboration.
Third Panel: From Wild West to Regulated Beast — Why US Affiliates Are Dying
Moderator:
Catie Di Stefano – Marketing Director at Vegas Kings, will explore how affiliates can adapt their strategies, diversify their traffic sources, and use platforms like TikTok, Instagram, and YouTube to remain competitive.
Panelists:
- Martin Calvert (ICS-digital) – Breaking down the regulatory chaos and its impact on affiliate strategy.
- Paul Puolakka (Mr. Gamble) – Offering real-world insights into the rising costs of user acquisition in the U.S.
- John Wright (StatsDrone) – Delivering data-driven perspectives on traffic trends, affiliate health, and what the numbers really say about survival in the U.S. market.
Learn why strict rules and rising costs are making it harder to succeed as an affiliate in the U.S. market — and why social media is no longer optional for iGaming brands looking to grow visibility and generate leads.
Once seen as the next big gold rush, the U.S. iGaming affiliate space has quickly transformed from a promising frontier into one of the most tightly regulated and high-cost markets in the world. In this eye-opening panel, industry experts dissect the reasons behind the steady decline of affiliate success in the U.S. – from compliance hurdles and sky-high licensing fees to shrinking margins and increasingly complex state-by-state restrictions.
Fourth Panel: Betting on Social – How Social Media Became Essential for B2B Marketing
Moderator:
Valentina Bagniya – Chief Marketing Officer of SOFTSWISS, brings together leading voices in iGaming marketing to explore the power of social for B2B growth.
Panelists:
- Diana Larina (Evoplay) – Discussing how creative storytelling and brand voice can elevate engagement.
- Daniela Sliva (Casino Guru) – Highlighting the role of transparency and trust in social-led B2B strategies.
- Irina Malkova (Kadam) – Exploring performance-driven tactics and lead gen via targeted social campaigns.
- Alexandra Voronetskaya (EvenBet Gaming) – Sharing real examples of thought leadership and relationship-building on social media.
Find out why social media is now a must-have tool for iGaming brands looking to boost visibility, generate leads, and build meaningful industry connections.
What was once seen as a channel reserved for B2C engagement has now become a strategic pillar for B2B success — especially in the fast-evolving world of iGaming. From LinkedIn thought leadership to trend-driven content on X, Instagram, and even TikTok, social media is no longer optional — it’s where brands build trust, showcase expertise, and influence decision-makers.
Fifth Panel: AI Jackpot: How Artificial Intelligence is Reshaping iGaming
Moderator:
Clint Griscti – Co-founder and CEO at apidae.Digital, explores how industry leaders are harnessing AI to gain a competitive edge. From game design and data science to marketing and compliance, panelists will share practical examples of AI in action and discuss what the next frontier looks like for innovation in iGaming.
Panelists:
- Christian Hodges (Lift) – Diving into how AI enhances acquisition and retention through hyper-targeted user experiences.
- Christian Melin (Blixx Gaming) – Explaining the role of AI in product optimization and dynamic game development.
- James McLeod (Ilkari) – Sharing insights into how AI supports security, risk management, and compliance at scale.
- Jake Jackson (Blockasset) – Offering a perspective on AI’s intersection with blockchain, NFTs, and next-gen player engagement.
From automation to smarter targeting, discover how AI is revolutionizing both the player experience and backend operations across the iGaming industry.
Artificial Intelligence has moved beyond buzzword status — it’s now driving real, measurable impact across the entire iGaming ecosystem. Whether it’s personalized game recommendations, fraud detection, automated customer support, or predictive analytics, AI is not just improving efficiency — it’s redefining the rules of engagement.
Sixth Panel: One Size Doesn’t Fit All: What Matters Most in an Affiliate System?
Moderator:
Clemence Dujardin – Group CEO of MyAffiliates, brings together leading affiliate tech providers and platform experts to discuss what truly matters in building high-performing affiliate systems.
Panelists:
- Hasmik Movsisian (PartnerMatrix) – Exploring the critical role of adaptability and real-time reporting.
- Adam Rowley (RavenTrack) – Highlighting innovation in tracking accuracy and automation.
- Bohdan Yakovenko (Scaleo.io) – Discussing performance-focused tools and data visibility for affiliates.
- Line Ho Young Peteri (Nemo by Exinity) – Sharing insights on user-centric design and multi-tier affiliate strategies.
- Vladyslav Bondarenko (ReferOn) – Examining how streamlined affiliate communication and support improve performance and loyalty.
Understand what affiliates really need to thrive — from advanced tech features and real-time data to responsive support and flexible integrations. From customizable dashboards and API integrations to multi-brand management and fraud prevention, the panel will explore how technology can empower affiliates, streamline workflows, and drive stronger, more transparent partnerships.
In an increasingly saturated market, the success of any affiliate program hinges on more than just competitive commissions. Affiliates are looking for systems that are not only powerful and intuitive, but also tailored to their unique needs.
Seventh Panel: Málaga Rising: Why This City is the Hottest Investment Hub in Southern Europe
Special guest:
Marc Sanderson – an advisor to the Malaga Mayor for City Promotion and Investment Attraction and the founder and first Director of the Malaga Open For Business office, will take the stage to reveal why global companies are betting big on Málaga. Learn how the city’s digital infrastructure, tax benefits, supportive business environment, and cosmopolitan lifestyle are creating a new magnet for iGaming, fintech, and tech-driven enterprises.
From a thriving tech ecosystem and international talent pool to its unbeatable quality of life and government-backed incentives, Málaga has evolved into one of Europe’s most attractive hubs for innovation, entrepreneurship, and expansion.
Eighth Panel: White-label and Turnkey Casinos: Why 80% of Casinos Shut Down Within the First Year of Operations
Wagner Fernandes – CMO at Oddsgate, gathers industry experts to uncover what really goes wrong behind the scenes of failed casino startups.
Panelists:
- Mikael Strunge (Acroud AB) – Unpacking how to build a sustainable long-term strategy for niche brands.
- Barb Tasci (Revpanda) – Highlighting the importance of marketing, brand positioning, and player retention.
- Danila Dzehs (GammaStack) – Exploring the technical and operational traps most new operators overlook.
- Liam Williams (WeWinTech) – Offering practical advice on how to choose the right provider and avoid short-term thinking.
They’ll break down the most common mistakes and hidden challenges that kill the majority of white-label casinos before they even get off the ground. From poor product differentiation and lack of traffic strategy to underestimating compliance or over-relying on template platforms, speakers will share hard lessons, real data, and what new entrants can do differently.
Launching an online casino might seem fast and easy with turnkey and whitelabel solutions — but the reality is far more complex. With intense competition, high operational costs, regulatory pitfalls, and unrealistic expectations, many new operators fail to reach profitability — or even survive beyond their first year.
