AffPapa: Inside Affiliate Marketing, Future Events & iGaming Trends

BoS: You founded AffPapa in 2020 and have led the company as CEO since late 2022. What was the original vision behind building the ultimate iGaming directory, and how has your role evolved as the platform now connects thousands of affiliates with operators worldwide?

Levon Nikoghosyan: I believe our slogan says it all: “Where operators meet affiliates.” It wasn’t chosen randomly. It was shaped by a very real gap I noticed when I first entered the iGaming industry. There simply wasn’t a neutral space where affiliates and operators could easily find each other and build direct, transparent partnerships. That gap became the foundation of AffPapa.

Over time, as the industry evolved, so did our vision. Now, AffPapa has grown into a broader ecosystem that includes dashboard, conferences, networking events, media collaborations, and investment initiatives.

For me, the best strategic approach in this case is to stay focused on the industry and continue identifying the gaps and challenges that need to be solved.

BoS: In today’s crowded affiliate space, what makes AffPapa the go-to platform for both affiliates looking for profitable programs and operators seeking quality traffic?

Levon Nikoghosyan: From day one, AffPapa showed affiliates and operators that they can build real and direct partnerships without interference. The goal of our directory has never been to have the biggest list but to have a credible one, so the trust and credibility that we have built over the years pushed people to want to come back. It is our real results that have made AffPapa the go-to platform for both sides.

BoS: AffPapa kicked off 2026 with the full rebrand and launch of Dashboard Version 3.0. What are the standout new features (including the dedicated Streamers page), and how are they helping affiliates discover better opportunities while giving operators smarter partnership tools?

Levon Nikoghosyan: I can say that 2026 is definitely a new era for our AffPapa dashboard as the rebrand and the upgraded Dashboard V3.0 go beyond aesthetics with their new features such as faster searches, more intuitive filters, and clearer company profiles.

Moreover, we have also added dedicated pages for streamers and crypto partners, suggesting better offers management, sub-brand organization, real-time chat, and a simpler events page.

All of this is done for one reason: to simplify the process of discovering, managing, and communicating for affiliates and operators.

BoS: Your 2026 events calendar is stacked — from the massive AffPapa Conference Madrid (May 18-20, expecting 1,500+ attendees) to the iGaming Awards and upcoming stops in London and Cancun. What can the community expect, and why are these events especially valuable for affiliates right now?

Levon Nikoghosyan: For AffPapa Conference Madrid, the community can expect everything our conferences are known for: insightful panel discussions, branded and customizable booths, and interactive speed-dating sessions to connect operators and affiliates.

As our biggest affiliate-led event to date, we’re expecting to host more than 1,500 attendees, making it a unique space for business discussions, learning, and networking. This year, we’ve also lined up both pre and after networking events, including a guided tour of Santiago Bernabéu Stadium with access to the Real Madrid Museum, sponsored by JoinAff, a Running Club powered by Hybrid Interaction, and a Padel Tournament sponsored by Bazoom.

After two full days of networking, we will keep the excitement in the air with the AffPapa iGaming Awards 2026.

For its fifth edition, the Awards come with a special theme, “The Test of Time”, celebrating affiliates, operators, and B2B providers who have consistently raised the bar in the iGaming industry.

And of course, the event wraps up with a closing party featuring a live DJ to celebrate the end of the conference in style.

After Madrid, we will keep the momentum going with iGaming Club London in June, which offers a completely different format. These events are more intimate and curated, designed for focused conversations and high-quality networking in a private setting. It’s where affiliates and operators can connect in a more strategic and relaxed environment.

Then, in November, we’ll return with the second edition of the AffPapa Conference Cancun. Cancun plays a key role in our long-term vision, especially as LatAm continues to grow rapidly.

So yes, 2026 is going to be intense, and I am sure that our community will only enjoy the journey with us.

BoS: With regulatory shifts, crypto growth, and new marketing channels reshaping the industry, what are the biggest opportunities and challenges you see for iGaming affiliates in 2026?

Levon Nikoghosyan: One thing we know for sure is that the affiliate market is definitely changing, but for me, the biggest challenge that I see isn’t just about traffic; today, it’s about the lack of trust between partners. Affiliates want to work with brands that convert well and treat them fairly at the same time, so they push for higher CPAs to be able to protect themselves.

But on the other hand, this poses an opportunity to push the industry to become more professional and transparent. So, for me, a really big opportunity for affiliates is authority-building and creating content that is culturally contextualized, especially for the latest emerging markets like LatAm; it’s important to show experience, honesty, and some personality, too.

BoS: From your unique position overseeing thousands of partnerships, what best practices should casino operators follow to attract and retain high-performing affiliate partners?

Levon Nikoghosyan: Well, I guess it’s a fact that nowadays operators want partners who can deliver real and sustainable results, but transparent and direct communication is a must if they actually want to keep their partners. Being upfront about short-term success or long-term partnerships can really help with establishing meaningful partnerships with affiliates.

Also, I’d say it’s important to have realistic offers as well. I could even mention the philosophy that I retain: give partners the right tools and the trust to perform to turn them from simply being motivated to truly dedicated. This will make even the wildest ambitions possible.

BoS: How does AffPapa use performance data and industry insights to help affiliates choose the right programs and optimize their campaigns for maximum ROI?

Levon Nikoghosyan: When it comes to helping affiliates choose the right programs and optimize their campaigns, we believe that ultimately it comes down to matching them with the right advertiser. To that end, we’ve created a search and filtering algorithm that helps affiliates fine-tune their requirements to find their ideal partners. We’ve also extended this algorithm to our offers section, where affiliates can dive even deeper to find the exact deals that suit their traffic. All of this is backed by our complaints and internal review procedures, ensuring the operators on our platform are legitimate companies adhering to sound business principles. Lastly, as an exclusive sneak peek, we’re currently developing an internal ranking algorithm. Soon, our community members will be able to influence each other’s ratings, giving honest, smaller affiliates a fair chance to rise through the ranks on our platform.

BoS: For Bookofslots.com readers who live and breathe slots: which types of slot games or specific mechanics are currently delivering the strongest performance and conversions when affiliates promote them through the AffPapa network?

Levon Nikoghosyan: In our experience, what really moves the needle on conversion isn’t just the brand or even the traffic source - it’s the underlying game mechanics. High-volatility slots, especially when paired with quick reward triggers, consistently outperform.

From an affiliate perspective, they create that immediate emotional hook. The player comes in with a clear intent - they’re not looking for a slow grind, they’re looking for a moment. And when a game can deliver that potential within the first few spins, you see a much stronger transition from click to deposit.

It’s that combination - high risk, high perceived upside, and fast feedback - that makes these mechanics so effective in performance marketing funnels.

BoS: Looking ahead to the rest of 2026, which emerging slot trends, innovative new features, or standout game providers do you believe affiliates should watch closely for their upcoming campaigns? Any early insights or predictions you can share?

Levon Nikoghosyan: Trends in iGaming tend to be cyclical - once something works, it comes back in a new format or with a fresh design. We’re already seeing older concepts being reintroduced with updated mechanics, stronger visuals, and more engaging bonus structures by different providers. That’s why affiliates shouldn’t just chase ‘new’ - they should recognize familiar formats reinvented, because those often convert even better.

In terms of standout companies to watch in 2026, I’d definitely highlight 100 HP Slots and Evoplay. Both are experimenting with new mechanics and presentation styles that fit perfectly with current player expectations and content-driven traffic.

BoS: Crypto casinos and emerging markets like LATAM continue to surge. How is AffPapa supporting affiliates who want to tap into these high-growth areas, especially when promoting slot content?

Levon Nikoghosyan: We’ve begun to expand our presence in the LatAm market considerably. From adding team members based in the region to hosting the last AffPapa Conference in Cancun back in November, we are actively increasing our market share. For affiliates, this means access to a growing roster of advertisers interested in or based in LatAm. Similarly, crypto casinos now occupy a special place within the AffPapa Directory, featuring separate pages dedicated specifically to crypto affiliates and operators.

BoS: What one piece of advice would you give to aspiring or growing iGaming affiliates who want to build a sustainable, long-term business in today’s competitive environment?

Levon Nikoghosyan: The best advice that I have is to build trust and a strong social media presence with a trustworthy community. As an affiliate, you can’t rely only on search rankings, because this will make you dependent on an algorithm. Instead, you should focus on surrounding yourself with value so that people will come back to work with you, no matter where they first found you.

I also want to mention relevance, because without this, you can’t negotiate anything with a partner, and you won’t be able to get any value from your traffic. Affiliates have to be relevant to the GEO and the audience they are trying to target. This can be done by analyzing the culture, understanding the language, and, of course, studying the player preferences.

BoS: Finally, what excites you most about the future of affiliate marketing in iGaming, and what are the biggest goals for AffPapa and the iGaming Club community over the next 12–18 months?

Levon Nikoghosyan: If I have to pin down just one thing, it would be the future of the commission models as their dominance is changing, so I think in the coming years we’ll finally see how hybrid deals become more and more sustainable.

When it comes to our biggest goal, let me highlight a win, haha. We’ve been able to connect the whole iGaming industry under one AffPapa umbrella through our AffPapa Dashboard, AffPapa Conference, iGaming Club, and VenturePapa, where operators, affiliates, and B2Bs are all able to get tools for growth. So all of our efforts are definitely about continuing to connect the iGaming industry even further.