By Damian Martinez, journalist at G&M News.
What inspired you to establish your company in 2022? How would you define its core mission and unique value proposition in the iGaming sector?
I hail from Poland, where I spent many years deeply immersed in the local market. While this experience was incredibly valuable, helping me develop a strong mentality and sharpen my business skills, I eventually realized I needed to test my limits and see where my true edge lies. I asked myself: “Maciej, what’s beyond the familiar?”. That curiosity became the catalyst for my journey into the global arena. In the first full year of our international expansion, we focused on scaling rapidly by launching as many new B2B media platforms as possible. This ambitious approach allowed us to establish a presence across Europe, Latin America, the United States, and Africa. Now, we’re shifting gears to refine our operations, improving our numbers, enhancing our media products, and finding innovative ways to help our clients grow. At the core of our business, we’re an iGaming industry publisher, but that’s only half the story. The other half of the business of iGaming Dragon revolves around affiliation. We connect players with online operators, but we do it with a long-term perspective. For us, it’s not about quick wins or shortcuts. We’re committed to ethical growth, which means avoiding blackhat methods and focusing on delivering real value to players. Our philosophy is simple: if you provide players with something meaningful, they’ll keep coming back. They’ll engage with your website, reach out to you, and follow your social media. In essence, we’re building brands that transcend trends, brands that last.
How has the affiliation segment evolved over the years?
The world of affiliation has changed dramatically. A decade ago, it was relatively straightforward: you’d set up a WordPress blog, publish a few articles, buy some backlinks, and watch the traffic roll in. But those days are long gone. Today, we’re in a new era of affiliation, shaped by AI advancements and ever-evolving Google algorithms. Starting from scratch using old methods simply doesn’t work anymore. While some might turn to parasite SEO or blackhat tactics to make quick profits, we believe that’s a short-sighted approach. For us, the real opportunity lies in building authentic, local communities of players. We want to stay connected with them, understand their needs, and provide genuine support. With operators, our focus isn’t just on acquisition; it’s on retention. We’re among the few affiliates who prioritize long-term relationships over short-term gains, and we believe this mindset is the future of the industry. In a world where many chases immediate results, we’re playing the long game. We’re here to create something sustainable, something that adds real value to players and operators alike. While this approach might not be the easiest path, it’s the one we’re passionate about, because we know it’s the right way to build a lasting legacy.
Affiliation plays a significant role in your business model. How do you differentiate from other affiliate marketing companies? How do you ensure high-quality player acquisition for your operator partners?
I insist: our goal is to build a business that stands the test of time, one that isn’t reliant on the whims of Google algorithms, social media trends, or paid media. True sustainability comes from creating something that’s independent of these external factors. The key to winning in this industry lies in owning your player database. When you know how to track your players, communicate with them effectively, and guide them to the right operators, you’ve already gained a significantly competitive edge. This is where real value is created. If you run a betting portal, focus on delivering high-quality bets, not just AI-generated content, but insights that truly resonate with your audience. When creating educational content, prioritize user experience over just pleasing search engines. Yes, Google will eventually reward you for it, but the real win is building trust with your users. It might take time, but it’s worth it. The future of this industry is about building communities. Show your face, be authentic, and become a guiding light in space. Don’t just think inside the box of Excel spreadsheets or Ahrefs search volumes. Look beyond the numbers and focus on creating meaningful connections. Think long-term, think bigger, and think about the impact you want to have on this industry.
In an evolving digital landscape, which innovative strategies are you implementing to stay ahead in affiliate marketing?
In such a fast-paced and unpredictable world, I’ve stopped believing in rigid long-term strategies. With the rapid evolution of AI and technology, it’s almost impossible to predict what the next six months will bring, let alone plan years ahead. That’s why my only true strategy revolves around people. Building a team of talented, passionate individuals you can trust is the foundation of success. When your team genuinely cares about what they do, that passion translates into the value they deliver to your players or clients. It’s not just about skills or experience; it’s about finding people who share your vision and are committed to making a difference. In this ever-changing landscape, adaptability and a strong team are your greatest assets. While we can’t control the future, we can control how we respond to it, and that starts with the people by your side.
The company has been expanding rapidly in Latin America and the USA. What opportunities do you see in these markets?
That’s not an easy question to answer. When it comes to the USA, our focus is solely on our B2B activities. To be completely honest, I see the United States market as a bit of a trap for affiliate companies. Many large affiliate companies have gone all-in on the U.S., even engaging in expensive mergers and acquisitions that likely won’t pay off for years to come. The U.S. market is unique because, in the long run, it’s dominated by a handful of major operators, leaving little room for smaller players. Even giants like Bet365, which easily dominate European markets, struggle to gain a foothold there. The influence of brands like DraftKings, FanDuel, and BetMGM is overwhelming. They’re everywhere: on TV, in stadiums, and across social media, so most Americans don’t feel the need to explore other options. This creates a challenging environment for affiliates. At its core, the affiliate business relies on players switching brands or generating value through revenue-sharing models. But if you’re pushed into a CPA model, it becomes a one-shot deal with limited long-term potential. That’s not where we want to be. On the other hand, Latin America is a much more exciting and dynamic region for affiliate businesses. There’s a diverse range of operators, and the market isn’t dominated by just a few big players. The economy is growing rapidly, and with increasing digitalization and faster payment systems, the iGaming industry is poised for significant expansion. What I love about the territory is that there’s room for everyone, whether you’re a small player or a big fish. It’s a market where creativity, adaptability, and building genuine relationships can truly pay off. For us, that’s where the real opportunity lies.