Exclusive Interview With Yeva Avagyan: How AffPapa Is Redefining iGaming Affiliate Marketing

AffPapa: Connecting Affiliates and Operators With Quality-First Partnerships

Joshua: What stands out about AffPapa’s journey is how you’ve positioned the brand not just as a platform, but as a true connector in the iGaming space. From cultivating high-quality partnerships to building a global affiliate community, your approach reflects both bold strategy and genuine industry insight. Let’s dive into what’s been driving this momentum.

Yeva: Our strategic decision was positioning AffPapa as the go-to platform connecting affiliates and operators for seamless partnership opportunities. We put quality over quantity as our main priority, implemented a thorough vetting process, ensuring that every partnership formed through AffPapa added real value.

This approach quickly elevated our reputation and drove consistent growth, helping us expand our operations into organising offline events and conferences, with the upcoming one taking place in Malaga, Spain, from 26-28th of May.

There is still so much in store for our community, and we’re only getting started.

Avoiding Common Mistakes: Building Lasting Partnerships With Affiliates

Joshua: What are some common mistakes you see new casino operators making when trying to attract affiliates, and what advice would you give them?

Yeva: A common mistake new casino operators make is approaching affiliates as a transaction. Not understanding what the affiliate actually needs, what makes them want to invest and grow with the set operator.

Unfortunately, the focus can sometimes be on short-term gains instead of building a steady relationship. A little research goes a long way, trust me, understand the market deeply, and see how other operators move.

Competitive and transparent deals can take you further with clear communication and shared priorities aligned. Affiliates value reliability and collaboration; that's where lasting partnerships are formed.

Balancing Affiliate and Operator Needs for Win-Win Partnerships

Joshua: How do you balance the needs and expectations of both affiliates and casino operators to create a win-win environment on AffPapa?

Yeva: I think acting as a true connector, not just a platform, definitely balances the wants and needs for both parties. We listen closely to what affiliates and operators are looking for, whether it’s quality traffic from a particular GEO, transparent terms or reliable communication.

By maintaining high standards and offering personalised support, we create an environment where trust and mutual benefit are at the core of every partnership formed on AffPapa.

Latin America: A Thriving Opportunity for iGaming Affiliates

Joshua: You’ve worked across European and emerging markets. Which region excites you most right now, and what unique advantages does it offer affiliates?

Yeva: Currently, emerging markets like Latin America are especially exciting. This market offers affiliates a huge growth opportunity with rapidly increasing player engagement, expanding regulation, and less-saturated competition. This is where we're trying to strengthen our presence right now.

Those affiliates who identify and enter the region early and localise their strategies can build strong brand recognition, which is something that’s much more complex to achieve in more developed markets.

AffPapa Events: Where Networking Turns into Lasting Partnerships

Joshua: AffPapa events are becoming increasingly popular. How do these gatherings contribute to networking and deal-making within the iGaming affiliate ecosystem?

Yeva: These iGaming gatherings go beyond networking, they’re about building trust and long-term partnerships that often start with a simple "hey". I think the most intuitive progression from the online platform was to take it up a notch and make connections happen in real time.

The community at AffPapa, extended to iGaming Club Events series, proved to be the perfect initiative by bringing operators and affiliates together in a relaxed yet business-driven environment, making it easier for attendees to have meaningful conversations.

There's apparently the FOMO factor at play as well. Everyone wants to be a part of the club - and that's how you know you're doing the right thing.

From Average to Award-Winning: What Sets iGaming Entries Apart

Joshua: What separates an ‘average’ award entry from a winning one in the iGaming Awards—and have you noticed any surprising trends in this year’s submissions?

We are looking out for entries that not only showcase success but also demonstrate originality, industry impact, and a forward-thinking mindset.

This year, we’ve seen a surprising yet expected rise in entries highlighting community impact and sustainability efforts, showing that the industry is starting to value purpose alongside performance.

It goes beyond buzzwords. We're here to recognise the best, and May 28th will be the day we open the curtains wide and reveal the winners.

Leadership With Purpose: Elevating AffPapa's Success Over Personal Branding

Joshua: As a visible industry leader, how do you balance promoting your personal brand while keeping AffPapa’s collective success the priority?

Yeva: I view my personal visibility not as a spotlight on me, but as a way to highlight the work, core values, and achievements of the entire team. Every opportunity I get to represent the industry is also an opportunity to showcase what AffPapa stands for.

I’m proud to be seen as one of the faces of the company, but I make sure to remember that it’s the collective effort, talent, and vision of our team that drives our success. My role is to elevate that, not overshadow it.

Debunking the Myth: iGaming Affiliate Marketing Is Not an Overnight Success

Joshua: If you could debunk one common myth about affiliate marketing in iGaming, what would it be - and why does it persist?

Yeva: One myth I’d love to debunk is the misconception that affiliate marketing in iGaming is all about overnight success. People often think it’s only about driving traffic and waiting for results to roll in.

Successful affiliate marketing is a long-term strategy built on your audience’s trust, valuable and trustworthy content, consistency and 24/7 vigilance. The journey toward success and growth is a continuous process.

Advice to My Younger Self: Embrace Growth Without Self-Sabotage

Joshua: Looking back, what’s one piece of advice you’d give your younger self when starting in iGaming - and what’s something you’re still learning today?

Yeva: This is a very good question, actually. A hard one as well, haha! My advice to my younger self would be not to be so harsh on myself. Self-criticism is a powerful tool and can lead to greater heights.

However, it’s important to recognise when self-criticism becomes overly harsh or when it morphs into self-sabotage. A healthy balance of identifying your pain points and working better with what you’re strong at will take you a long way, which I'm definitely still learning.