Marcin Kumiega, Business Development Director at Voluum, oversees growth initiatives for one of the performance marketing industry’s most established ad-tracking and campaign management platforms. Since launching in 2014, Voluum has supported thousands of customers across more than 190 countries, helping marketers optimize acquisition through detailed attribution, traffic analysis, automation, and campaign optimization. As iGaming operators increasingly diversify beyond traditional SEO-driven traffic strategies, Voluum has become a key technology partner for affiliates and media buyers seeking deeper visibility into campaign performance and player value.
In this CasinoRank interview, Kumiega discusses how iGaming’s evolving acquisition landscape is driving demand for more sophisticated tracking infrastructure and the growing role of AI in campaign optimization. He also shares insights on compliance in regulated markets, the industry’s shift toward multi-channel acquisition, and why server-to-server tracking is becoming a critical foundation for future growth and attribution accuracy.
Voluum has been a major player in performance tracking for years. How has your role in the iGaming ecosystem evolved recently, especially as the market becomes more complex?
Marcin Kumiega: Voluum’s roots are actually in non-iGaming performance marketing, in verticals like e-commerce, lead generation, and mobile apps, where media buying has been sophisticated for years. S2S postbacks, granular click-level data, cross-channel attribution — these were standard practice for us long before they became a topic of conversation in iGaming.
What changed is that iGaming started catching up. For a long time, operators relied almost exclusively on SEO-driven affiliate traffic. Now we’re seeing a genuine shift toward diversified acquisition: paid search, social ads, programmatic, influencers, brand awareness campaigns. That’s a model other industries perfected years ago, and iGaming is now adopting it at pace.
That’s where Voluum steps in. We’re bringing a decade of performance marketing experience into iGaming and helping operators and media buyers apply the same discipline that’s made campaigns profitable in other verticals. We’re genuinely excited to be part of that transition.
Voluum has been pushing AI-powered traffic optimization—how are iGaming affiliates actually using it today, and what kind of results are they seeing in practice?
Marcin Kumiega: It’s an area that’s growing fast, and it’s happening on a few levels. The most immediate one is data analysis — affiliates and in-house operator teams are using AI to process campaign data faster and adjust strategy in near real-time. What used to take hours of manual report-digging can now surface as an actionable insight in minutes.
Within the platform itself, we have AI capabilities built into A/B testing and our Traffic Distribution AI, which automates campaign routing based on performance. We recently ran an internal AI hackathon, and several of the ideas are already moving into implementation. Two areas in particular came out of it: deeper LLM integrations, so that Voluum’s data becomes something you can query conversationally and get fast campaign insights without navigating dashboards, and AI Agents that can autonomously check reports, flag anomalies, and create or adjust campaigns without human intervention.
For media buying teams managing campaigns across multiple traffic sources, that’s a meaningful operational shift. We’re talking about saving several working hours per day. The hackathon showed us how much opportunity there still is when you connect good data infrastructure with the right AI layer, and we’re moving quickly on it.
The Affilka x Voluum integration (2025) was a big step—what tangible impact has this had on iGaming affiliates so far?
Marcin Kumiega: This one genuinely changed what’s possible for media buyers in iGaming. As part of our iGaming Hub initiative, the integration allows affiliates to pull complete player reports directly into Voluum, something postbacks alone could never provide.
The practical shift is a move from quantity-based analytics to quality-based analytics. Before, media buyers were optimizing toward FTD count — how many first-time deposits they drove. That’s a useful metric, but it’s incomplete. With the Affilka integration, you can now see deposit value and ongoing player value alongside those FTDs. You stop optimizing for volume and start optimizing for ROAS, the actual revenue generated per euro of ad spend.
The setup is fast and straightforward, giving partners full visibility into conversions with all data consolidated in one place. For affiliates who were previously stitching data together from multiple dashboards, the consolidation alone is a significant time saving. But the bigger story is what you can do with the richer data: smarter budget allocation, better creative decisions, and a much clearer view of which traffic sources are actually profitable, not just active.
iGaming is becoming more regulated globally, how does Voluum help affiliates stay compliant while still optimizing performance?
Marcin Kumiega: Compliance is multi-layered, and Voluum addresses it on several of those layers simultaneously.
The first is geo-level analytics. We provide granular reporting by geography and audience segment, so you can quickly identify whether traffic is coming from jurisdictions where your operator isn’t licensed. Catching that early matters because sending players to a market you’re not compliant in is a risk for both the affiliate and the operator.
The second is geo-based traffic redirection. Beyond just flagging non-compliant traffic, Voluum lets you automatically redirect visitors based on their location. If a user lands on a campaign and their IP resolves to a restricted market, they can be routed elsewhere rather than hitting the offer. That’s a practical protective layer, not just a reporting one.
The third is our Anti-Fraud Kit, which includes bot detection, IP and user agent filtering, honeypot traps, and inbound traffic filtering tools that protect both budget and compliance posture. Fraudulent or incentivized traffic from restricted geos is a real risk in iGaming, and having automated filtering in place reduces exposure significantly.
The fourth layer, and perhaps the most underappreciated, is click-level data storage. Every single click that flows through Voluum is recorded with full granular detail. We had a situation very recently where one of our larger affiliates was questioned by an operator about a specific registration. They came to us, and within ten minutes we had pulled the complete click data — traffic source, timestamp, device, geo, the full picture. The affiliate was able to respond to the operator with a detailed, documented answer, which protected the relationship and kept the deal intact. In regulated markets, that kind of data availability is increasingly what separates trusted partners from everyone else.
Affiliate marketing in 2026 is described as “not what it used to be”, what are the biggest shifts you’re seeing right now?
Marcin Kumiega: The clearest one is the move away from SEO as the dominant acquisition channel. The operators and affiliates who are winning right now are building diversified acquisition funnels, combining paid search, social ads, programmatic, influencer partnerships, and brand awareness into a coherent user acquisition strategy. SEO is still part of the mix, but relying on it exclusively is increasingly a vulnerability.
The second shift is on the operator side. There are more operators competing for a finite pool of quality affiliates, which has made it harder to rely exclusively on affiliate partnerships for growth. That’s exactly why we’re seeing more operators build in-house media buying teams and invest in paid acquisition infrastructure. It’s not that affiliates are less important; it’s that the smart operators aren’t putting all their eggs in one basket.
Both of these trends point directly toward the need for sophisticated tracking. When you’re running paid ads alongside affiliate programs, you need a platform that can connect all those data streams and give you a unified view of acquisition performance. That’s precisely the gap Voluum was built to fill.
Finally, what’s one upcoming feature, trend, or direction you’re personally most excited about?
Marcin Kumiega: On the product side, it’s AI-driven insights, not AI as a buzzword, but as a genuine operational capability where Voluum’s campaign data becomes something you can interrogate in natural language, surface anomalies automatically, and act on without hours of manual analysis. The hackathon gave us a strong signal that our team is thinking about this the right way, and the implementations coming out of it are going to be meaningful.
On the industry trend side, I’m most excited about the growing awareness of S2S postback tracking among operators. A few years ago, server-to-server tracking was essentially unknown in iGaming. Now it’s becoming close to standard, at least among forward-thinking operators. That shift matters enormously because it’s what enables the kind of granular, real-time attribution that performance marketing runs on. And as third-party cookies continue their decline, S2S becomes not just best practice but the foundation of any serious tracking setup. The operators who embrace this infrastructure now will have a meaningful data advantage, and that’s a conversation I genuinely enjoy having.
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.
