INDUSTRY INSIGHT
ENHANCING COLLABORATION AMONG OPERATORS, PROVIDERS AND AFFILIATES
Building closer alliances by sharing expertise helps deliver sustainable value right across the sector, writes Diana Larina
The synergy between operators, providers and affiliates is no longer just a situational move in the fast-paced iGaming space. Today, it’ s a strategic necessity. The detached approach is fading, replaced by integrated ecosystems built around shared goals and joint marketing efforts.
At Evoplay, we’ ve seen the impact first-hand. In a recent campaign with a major operator and top affiliates, we boosted player acquisition by 35 % compared to separate initiatives. How? By moving in sync – aligning goals, sharing insights and cocreating content that resonated with players.
It’ s a simple yet powerful formula: clear objectives, consistent coordination and a shared focus on delivering real value.
In the short term, partnership helps bring products to market faster, optimise acquisition costs and boost campaign effectiveness. But the real value, as I see it, lies in the long term. Strong, trust-based partnerships open access to new markets and provide feedback that improves the product, player engagement and retention.
For providers like Evoplay, it’ s a way to understand local audiences better. For affiliates, it means access to exclusive content. And for operators, it’ s about delivering personalised campaigns that directly meet player needs.
MORE SYNERGY, LESS ISOLATION
In the future, the boundaries between providers, operators and affiliates will continue to blur.
DIANA LARINA is head of marketing at Evoplay, where she leads a team of 18 specialists and drives the company’ s brand, product and performance marketing strategy. Known for her strategic vision and practical approach, Diana believes success is built on partnership, curiosity, and the courage to experiment. For her, every obstacle is a chance to grow – professionally and personally.
That’ s because AI and automation are already transforming how providers interact directly with end users, while affiliates are evolving into brand ambassadors and content creators. But I believe the future isn’ t about substitution – it’ s about synergy. Each side brings unique expertise, and the real value comes from combining those strengths rather than working in isolation.
Instead of rigidly defined roles, I believe we’ ll see more collaborative teams, shared KPIs and growth strategies built around a common goal. This approach isn’ t just more efficient; it’ s essential for staying competitive.
MARKET REALITIES
Of course, building these bridges comes with its challenges. Different KPIs, varying decision speeds and communication gaps often slow things down. At Evoplay, we address this through dedicated partner teams, joint planning and regular sync calls.
We also focus closely on the B2B – B2C intersection, working actively with streamers and content creators. This helps us expand our reach while maintaining authenticity – a key factor in building trust in today’ s market.
By the end of 2025, we aim to build in Evoplay a fully integrated partnership model where providers, operators, and affiliates co-develop and deliver campaigns together, achieving maximum impact and shared success.
COMPANY PROFILE
• NAME EVOPLAY • FOUNDED 2017 • SECTOR ONLINE CASINO
• WEBSITE EVOPLAY. GAMES • LINKEDIN LINKEDIN. COM / COMPANY / EVOPLAYGAMES iGB L! VE 2025 • ISSUE 138 • XX