Speaking to Affiliate Leaders and iGaming Expert, Mauro Ferreira, chief executive and founder of iPlayWise, explained how the company is bridging the gap between scale and quality in the affiliate space, while supporting both traditional and emerging streamer-led models.
Ahead of his attendance at SBC Summit Malta 2026, Ferreira shared his perspective on the metrics affiliates should be paying closest attention to, and why compliance should be seen as a foundation for sustainable growth rather than a barrier to innovation.
When you first launched iPlayWise, what gap in the affiliate market were you aiming to address, and how does that founding vision still influence the business today?
We launched iPlayWise to address the clear gap between scale and quality in the affiliate market. On one side, brands were working with a high volume of small affiliates, often without real control over traffic quality. On the other side, many strong affiliates lacked structure, negotiation power, and direct access to competitive, long-term deals.
iPlayWise was created to bridge that gap.
From day one, our goal was to act as a true intermediary that adds value to both sides: organising and qualifying traffic at scale, while giving affiliates better conditions, transparency, and support. The result is reliable, performance-driven growth for both sides.
Streamers and influencers feature prominently in iPlayWise’s testimonials section. How do you see the balance evolving between streamer and influencer-led partnerships and more traditional affiliate models?
Streamers and influencers have become a key part of the igaming affiliate ecosystem because they bring immediacy, trust, and constant engagement. They are no longer just traffic sources, but full media channels with real influence over player behaviour.
We see this as an evolution rather than a replacement of traditional affiliate models. SEO driven and content-based affiliates remain essential for long term, stable acquisition, but the strongest strategies today are those that combine both.
Traditional affiliates can learn a lot from streamers when it comes to branding, community building, and consistency. The affiliates that adapt in this way will be far better positioned for sustainable growth.
At iPlayWise, we support both traditional affiliates and streamer-led models by helping partners professionalise and scale, while giving brands access to a diverse mix of high-quality traffic.
Commercial models like CPA, revshare, and hybrid are typically offered based on an affiliate’s perceived value. What signals do you look for when deciding which model to offer a partner, and what can affiliates do to move towards more favourable commercial terms?
For us, commercial terms are a reflection of risk and long-term value. We assess partners based on consistent performance data and how they operate over time, not on upfront expectations.
The main factors we look at are traffic quality, player value, and consistency. That includes deposit behaviour, retention, chargeback and fraud rates, compliance with brand guidelines, and the affiliate’s ability to scale responsibly.
Transparency also plays a key role. Affiliates who understand their numbers, communicate openly, and take a long-term approach tend to unlock better commercial structures faster.
Affiliates who want to move toward more favourable terms should focus on sustainability rather than short-term spikes. Prioritising quality over volume, building real audiences, and starting with performance-adjusted models often leads to stronger CPAs or revshare over time.
From our perspective, the best commercial terms are earnt through alignment and data, not negotiated upfront.
Affiliates are often optimising around the metrics they’re shown, not necessarily the ones that matter most. Where do you see the biggest disconnect between reported data and real performance?
A common issue in the affiliate space is that many partners optimise for the numbers they see most often, not always for the ones that truly matter to operators. Registrations and first-time deposits are easy to track, but they don’t tell the full story about player quality.
We frequently see cases where two affiliates deliver similar volumes on paper, yet perform very differently once player behaviour over time is considered. Retention, redeposit rates, and overall player lifetime value are far more meaningful indicators.
There is also a timing disconnect. Performance is often judged too early, especially on revshare or hybrid models, while high-quality traffic usually proves its value over weeks or months.
At iPlayWise, we help affiliates and operators focus on long-term performance by analysing traffic quality and player behaviour over extended periods, leading to more stable partnerships and better results.
Compliance is often framed as the enemy of innovation. In your experience, where is that narrative wrong, and where is it justified?
Compliance usually becomes an issue when it is misunderstood or applied in a rigid way. Clear rules do not kill creativity. If anything, they push brands and affiliates to work in a more professional and sustainable way.
That said, the criticism is fair when compliance is inconsistent or overly bureaucratic. Unclear guidelines, slow approval processes, or sudden policy changes can reduce flexibility and make it harder to test new ideas.
This is where the approach matters. By turning regulatory and brand requirements into clear, practical guidance, we enable affiliates to move faster with confidence.
When it is done properly, compliance doesn’t slow innovation. It protects it.
iPlayWise offers 24/7 dedicated support through affiliate managers. What problems come up most frequently, and which are typically the most performance-critical?
The most common issues our affiliate management team deals with are related to tracking, payments, and campaign alignment. Affiliates often need fast confirmation that links are tracking correctly, clarification on deal terms, or guidance on matching their traffic with the right brands.
The most performance-critical situations usually involve timing. Launches, sudden traffic spikes, bonus changes, or market-specific campaigns require immediate decisions. Delays in these moments can directly impact revenue.
Another key area is deal optimisation. Affiliates regularly reach out to review performance, adjust commercial models, or scale campaigns. Having direct access to an affiliate manager who understands both traffic and operator needs makes these transitions more effective.
Events demand time and budget. What makes SBC Summit Malta 2026 worth the investment for iPlayWise, and how do you measure the value it delivers?
SBC Summit Malta 2026 is one of the key meeting points in the European iGaming calendar, especially for decision-makers.
What makes it worth the investment is the quality of the conversations it creates. It is one of the few events where you can sit down with operators, brands, and top affiliates face-to-face and have meaningful discussions that actually move things forward.
It is also important for strengthening existing relationships. A lot of partnerships grow faster when you can align expectations, review performance, and plan the next steps in person.
In terms of value, we look at real outcomes. Past editions have led to expanded partnerships, new brand deals, and strong follow-up activity after the event, so coming back in 2026 was an easy decision.
