AFFPRO is a global affiliate network for iGaming and betting, connecting webmasters and advertisers across 100+ GEOs with 3,500+ offers spanning casino, sportsbook and poker verticals. Founded by a team of experienced media buyers with roots in the Ukrainian CPA community, the company has grown into a broader ecosystem that now includes AFFPRO.Agency for B2B ad account access and a proprietary PWA platform, alongside CPA, CPL, and a premium invite-only payout tier for top-performing partners.
In this CasinoRank interview, AFFPRO’s team discusses how affiliate platforms have evolved from offer gateways into operational partners, which traffic sources are delivering the strongest ROI, and why long-term player value is replacing short-term deposit thinking. They also address multi-GEO diversification, tightening regulation, evolving CPA/RevShare/hybrid models, and what defines a high-value affiliate partnership.
AFFPRO has positioned itself as a full ecosystem rather than just a network. How has the role of affiliate platforms evolved in recent years?
AFFPRO Team: The role of affiliate platforms has changed dramatically. Whereas they used to be merely a gateway to offers, today they are operational partners that influence the outcome just as much as the team or the advertiser itself.
At AFFPRO, we are building an ecosystem that covers the entire cycle: from infrastructure and analytics to creative assets and scaling. This means that we don’t just connect the parties; we take on a share of the risks and responsibility for the results.
Today, the winners aren’t those with the most offers, but those who can control traffic quality, decision-making speed, and the stability of results. That is precisely why the classic affiliate model is gradually becoming obsolete.
What traffic sources are currently delivering the highest ROI in iGaming, and which ones are losing effectiveness?
AFFPRO Team: No matter how hard the market tries to bury Facebook, it remains one of the most effective channels for scaling. It’s the foundation upon which most systematic campaigns are built.
At the same time, in-app and UAC are growing rapidly—these are sources that offer a lower entry cost and allow for rapid scaling, especially when creatives and the funnel are managed correctly.
SEO and PPC are a different story. This is no longer about quick ROI, but about strategic investment. It requires dedicated teams, budgets, and time, but in the long run, it is one of the highest-quality and most expensive types of traffic for an advertiser.
When it comes to what’s losing effectiveness, it’s not so much specific sources as it is approaches. A straightforward flood of traffic without analytics, without product optimization, and without LTV—it just doesn’t work today.
Are affiliates moving toward first-party data and long-term user value (LTV) strategies, and how is that changing the game?
AFFPRO Team: Yes, and this is one of the key shifts in the market.
Teams are starting to think not in terms of “immediate deposits,” but rather in terms of how much revenue a player will generate over the next 3–6 months. This completely changes the approach to traffic—from creatives to GEO selection and product choices.
At AFFPRO, we see this clearly in the quality of traffic—advertisers are willing to pay more for a user who stays and generates value, rather than just making an initial deposit.
In fact, the market is moving toward a data-driven approach: whoever controls the data and understands their user controls the money.
How important is GEO diversification and multi-market strategy in today’s environment?
AFFPRO Team: Today, this isn’t just important—it’s a matter of survival.
One GEO = one risk. It could be a ban, a regulatory change, or simply an overheated auction. Teams that build their business around a single market will sooner or later reach a point where scaling comes to a halt.
Strong players always work with multiple GEOs simultaneously: testing, comparing, and reallocating budgets. This provides flexibility and control over the situation.
In our ecosystem, we always build scalability through a multi-GEO approach, rather than by “squeezing the maximum out of a single market.”
How are tightening regulations in Europe and other regions changing affiliate strategies?
AFFPRO Team: This is a logical stage in the market’s development.
On the one hand, it makes things more difficult: there are more restrictions, more complex conversion funnels, and higher traffic requirements. On the other hand, it cleanses the market of weak and unscrupulous players.
Fewer fraudulent products mean greater user trust. And trust directly impacts conversion and LTV.
In the long term, regulation makes the market more mature and predictable. And it is precisely in this environment that strong teams scale even faster.
How are partnership models evolving between affiliates and operators, CPA vs RevShare vs hybrid?
AFFPRO Team: Today, there is no single “right” model—it all depends on the team’s goals and strategy.
CPA is all about speed and risk management. That’s why most teams start with this model.
RevShare is a long-term game. It works when a team is confident in the quality of its traffic and is ready to invest in long-term value.
Hybrid is about balance, and this model is currently gaining popularity because it allows you to combine fast cash flow with long-term growth.
At AFFPRO, we don’t limit our partners to a single framework—we select a model that fits their strategy and help them scale it as effectively as possible.
From AFFPRO’s perspective, what differentiates a high-value affiliate partner today, and how do you identify and scale those partnerships within your ecosystem?
AFFPRO Team: Today, a strong partner is defined not only by numbers, but by consistency.
Yes, we look at NGR, average order value, and campaign stability. But the key factor is the team’s ability to scale without compromising quality.
A high-value partner is one that delivers:
- consistent results, not one-offs
- control over traffic and the funnel
- an understanding of the business, not just buying traffic
Our mission as an ecosystem is to give such teams the tools to scale even further, and to help new teams reach this level faster.
If you had to give one piece of advice to both affiliates and operators to succeed in today’s market, what would it be?
AFFPRO Team: Stop focusing on the short term.
The market is no longer about “making money today,” but about “building a system that consistently generates results.” If you’re only analyzing a week or a month, you’re not seeing the full picture.
Look at the trends, the quality of traffic, and user behavior over the long term. Those who think long-term are the ones taking the lion’s share of the money in this market.
With a background in digital media and a keen eye for emerging technologies, Ronaldo bridges the gap between players and platforms through clear, insightful reporting to the iGaming industry.
