iGaming Daily Ep 588: Trust, Transparency, and Transformation: Rethinking Operator-Affiliate Relationships: with Matti Pekkanen
Aug 25, 2025
Matti Pekkanen, Founder and Director of Winlandia, shares his expertise on the shifting landscape of operator-affiliate relationships in the iGaming sector. He discusses the evolving trust dynamics fueled by data-driven transparency and the impacts of AI on collaboration. The dialogue includes insights on performance-based models, emphasizing the need for long-term partnerships and continuous content engagement. Pekkanen advocates for a move towards stronger, more transparent affiliations, hinting that the industry may be on the brink of a transformative overhaul.
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Episode notes
From Affiliate To Operator
- Matti describes starting as an affiliate in 2007 and now running an operator, giving him perspective from both sides.
- He explains affiliates demand high CPAs because manager turnover creates instability and renegotiation risk.
Make Affiliate Managers Stakeholders
- Make affiliate managers stakeholders to increase commitment and stability in partnerships.
- Winlandia makes their head of affiliates a shareholder to ensure continuity and trust.
Why Rev Share Encourages True Partnership
- Revenue share aligns interests for long-term partnership but requires time and trust to work.
- CPA deals often favour one side and drive affiliates toward upfront payments over lifetime value.