Irina Esan is Business Development Manager at Affpal, an affiliate management and recruitment partner for iGaming programs, networks, and account management teams. Built on years of hands-on experience in affiliate operations, sales, hiring, and training, Affpal helps companies strengthen their commercial teams through recruitment, education, workflow optimisation, and practical industry support.
In this CasinoRank interview, Esan looks at how iGaming affiliate hiring is moving beyond relationship-led sales into a more analytical, regulated, and performance-driven discipline. As AI takes over routine tasks and operators face tighter margins, the discussion explores why the strongest affiliate talent now combines traffic knowledge, compliance awareness, partner trust, and a clear understanding of long-term profitability.
Irina, you work specifically with affiliate programs and networks in iGaming. From your perspective, what separates high-performing programs from those that struggle?
Irina Esan: In iGaming, this becomes clear very quickly.
High-performing programs have transparent terms, timely payments, and constant communication with partners. When an affiliate manager understands traffic and works with the numbers, partners tend to stay long-term.
Where there are delays, chaotic communication, or a lack of analytics, even a strong brand can’t save the program. Trust is truly the currency in this industry.
Why is Affpal’s integrated approach to consulting, education, and recruitment especially important in today’s iGaming environment?
Irina Esan: Although we work beyond iGaming, the Affpal project actually started in this industry. We’ve spoken at specialized conferences such as AGS and Kinza and from the very beginning, we have been deeply involved in this ecosystem.
This gives us a significant advantage: we understand not only the hiring market but also the operational side of the industry – how affiliate programs are built, how teams operate, and the challenges companies face.
In fact, we insist on the industry and speak the same language as both clients and candidates, not the language of traditional recruitment. For example, we recently strengthened our team by hiring a media buyer with 14 years of experience, which allows us to better evaluate and select candidates for such roles.
You cover both CIS and global markets. How do hiring priorities differ between emerging markets and highly regulated jurisdictions within iGaming?
Irina Esan: In the CIS, speed, flexibility, and an entrepreneurial approach are highly valued. Candidates often have strong networks and experience working in dynamic environments.
In Global markets, the focus shifts toward compliance, structured processes, and reporting. There’s less room for improvisation and more emphasis on following strict procedures.
Essentially, the management style differs, and the candidate profile adapts along with the market.
How has regulation changed the profile of the “ideal” affiliate manager in iGaming?
Irina Esan: Previously, affiliate management was primarily a sales role.
Today, it’s much more strategic. A good affiliate manager understands traffic, works with analytics, and ensures compliance with regulations. It’s a balance between driving growth and managing risk.
From a recruitment standpoint, how is AI influencing the type of talent affiliate programs now seek?
Irina Esan: AI has already taken over some routine tasks – reporting, basic analytics, and communication automation.
As a result, companies increasingly look for specialists who can interpret data, identify growth opportunities, and build partnership strategies. AI strengthens strong affiliate specialists but does not replace strategic thinking.
As consolidation increases and profit margins tighten across iGaming, how critical is retention compared to aggressive new hiring when building a stable affiliate team?
Irina Esan: Retention is becoming increasingly important.
Affiliate teams are built not only on skills but also on long-term relationships with partners, which often take years to develop. Losing an experienced specialist can mean losing part of the partner network.
That’s why many companies now prioritize team stability and development over rapid scaling through new hires.
Looking ahead to 2026, what hiring trends are emerging within affiliate programs in iGaming, and which qualities should candidates highlight in their CVs to stand out?
Irina Esan: One of the key trends is growing collaboration between Western companies and specialists from the CIS and Eastern Europe, especially in media buying and traffic roles.
Compensation structures are also shifting: base salaries are slightly more moderate, but bonuses and performance-based pay are becoming more attractive.
Candidates should highlight concrete results in their CVs — geo, verticals, KPIs achieved, and real business outcomes. It’s also important to include languages, Telegram contacts, and a brief description of projects, especially if the company you worked for no longer exists or is little known on the market.
The strongest specialists think like business partners, focusing on revenue growth across iGaming markets, deal structures, and long-term program profitability.
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.
