Brendon Spiteri, Head of Commercial at Routy, works closely with operators, affiliates, and platform partners across the iGaming ecosystem, focusing on performance, connectivity, and commercial optimization. With increasing pressure on traffic acquisition and ROI, the ability to understand data at a granular level has become a critical advantage.
In this CasinoRank interview, Spiteri highlights how improved attribution, connectivity, and traffic insights drive smarter decisions and stronger performance.
As Head of Commercial at Routy, what changes in collaboration have become most visible as iGaming becomes more interconnected and regulated?
Brendon Spiteri: Commercially, we’ve seen companies adapt and even branch into other parts of the industry. For example, platform providers now owning their own casino or sportsbook, operators launching their own media divisions, and affiliates expanding into multi-channel acquisition rather than relying on a single source.
This shift reflects a broader move toward greater control over the value chain. Rather than depending on a single revenue stream, companies are building more integrated ecosystems that allow them to capture value at multiple stages of the player journey.
As a result, the industry has diversified its revenue streams to remain commercially relevant.
With operators expanding across jurisdictions and managing more integrations than ever, how do routing, interoperability, and platform efficiency influence commercial performance today?
Brendon Spiteri: Routy helps publishers understand their traffic sources at a much deeper level. While many still rely on standard metrics like SU, FTD, and CR, Routy provides full visibility down to each individual click, enabling a far more granular and accurate analysis of performance.
This includes identifying which GEOs perform best across different sources, understanding expansion into regulated markets, and which brands retain players most effectively. It also allows publishers to spot inefficiencies, detect low-quality traffic, and quickly adjust their strategies based on real performance data.
As traffic becomes increasingly expensive and competitive, these insights are critical in enabling publishers to make faster, data-driven decisions, allocate budgets more efficiently, and focus on high-value segments that improve ROI and drive sustainable returns.
How does Routy’s role in routing and connectivity reflect broader shifts in how iGaming platforms are being designed for efficiency and scale?
Brendon Spiteri: Routy is built for marketers and supports all traffic sources. While many of our tools rely on operators being able to integrate with us, we’ve seen a clear shift in affiliate marketing where technology partnerships play a much bigger role.
Operators are increasingly adopting features like dynamic variable tracking, postback tracking, and even API connections to their brands. This is a solid and necessary direction for iGaming affiliate marketing, as these capabilities have long been standard in other verticals.
Speed to market is critical as regulations evolve. Which commercial or operational trade-offs are most often underestimated?
Brendon Spiteri: From our perspective, many operators move too quickly to acquire traffic, often without fully understanding the capabilities of their own platforms. As a result, they fail to take advantage of tools that could significantly improve tracking, optimization, and overall performance.
Today, many affiliate platform providers offer advanced solutions that support modern tracking methods and seamless integrations, yet these features are still frequently underutilized or overlooked by operators. For example, most media buyers and PPC affiliates refuse to work with operators that cannot support postback tracking.
Ultimately, this highlights the gap between available technology and how effectively it is used.
Looking ahead, as iGaming platforms, affiliates, and operators adapt to increasing consolidation and regulatory scrutiny, what commercial priorities should leaders focus on to build resilient, long-term businesses?
Brendon Spiteri: Commercially, companies must stay open-minded and explore new revenue opportunities. What works today may not work tomorrow. Therefore, businesses should rely on data and industry trends when making decisions.
Looking at how other businesses adapt to change can help identify where you can truly differentiate. Right now, we’re seeing many companies copy each other, and with recent AI adoption, very similar products are being pushed far too often.
As a result, standing out has never been more important.
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.
