Speaking to Affiliate Leaders, Antoine Szczot, chief executive officer of Gambling Affiliation, discusses how the company has maintained relevance for over two decades.
Ahead of his attendance at SBC Summit Malta 2026, Szczot shared his perspective on the role affiliate networks continue to play within the wider industry, the missed opportunities around social media, and the value that affiliate managers bring that data alone cannot replicate.
Gambling Affiliation has just celebrated 20 years in the industry. Over the years, has the company had to reinvent itself to stay relevant across different industry eras?
The industry has changed massively. We have seen major regulatory shifts, the mobile revolution, and now the rise of data-driven personalisation.
To stay relevant, we have had to keep evolving. That means refining our technology, staying ahead of compliance requirements, expanding into new markets, and always focusing on delivering value to both affiliates and operators.
Regulation has been a major driver of that evolution, especially in Western Europe. Each country has its own framework, so we have had to continuously adapt our operations to meet different regulatory requirements. On the technology side, we have also developed our proprietary platform to ensure it stays compliant while keeping pace with market trends.
Just as importantly, we have always listened closely to our affiliates. Over time, we have introduced new features to help them monetise their traffic more effectively, and we provide free content to support their growth.
That combination of regulatory agility, continuous tech development, and a strong affiliate focus is what has helped us stay relevant through different phases of the industry. In many ways, reinvention is simply part of the game.
You have partnerships that have lasted more than 15 years. What do you do to keep partnerships ambitious, not just stable?
For us, it always comes back to ROI. The performance of our operators’ campaigns drives the momentum of our partnerships. We are constantly setting new ROI targets, exploring new markets, adapting to regulatory changes, and aligning strategies with new opportunities.
Open communication is also key. We do not rely on past success. Partnerships only stay strong when both sides are focused on continuous improvement and honest dialogue.
The same principle applies to our affiliates. Some have been working with us since the very beginning, and that has only been achieved by ensuring their ROI is a priority too. That means giving them the tools, data, and content they need to maximise results.
It’s more than simply maintaining relationships; it’s about working together to achieve a common goal. We achieve this by keeping long-term partnerships productive, ambitious, and focused on future growth.
Most industries preach quality over quantity, but affiliate networks often win on scale. With a network of over 7,000 affiliates, how do you maintain quality and trust without sacrificing growth?
We have grown the network in a very controlled way. Our focus has always been on bringing in partners who align with our standards.
Every affiliate is vetted carefully. We provide clear guidance and continuously monitor performance and compliance. Trust plays a vital part early on, and this is built through transparency, fair terms, and open communication.
Interestingly, because of this, many of our long-standing affiliates require less day-to-day management. We understand each other’s expectations and ways of working. That frees up time and resources to focus on onboarding new partners properly.
We invest heavily in that early stage. We get to know the affiliate, complete robust KYC checks, and align on goals from the start. Once that trust is established, maintaining quality becomes much easier.
So for us, growth does not mean sacrificing quality. It means scaling trust and investing time where it matters most.
Affiliates are increasingly data-led. With daily statistics, API access, and dashboards available, what is the value of affiliate managers in 2026?
Data is incredibly important, and over the years, we have built our platform to integrate and present those data streams clearly. But data alone is not enough.
Our affiliate managers add the critical human element. They leverage these integrated data flows, interpret what really matters, and help turn numbers into actionable strategies. In other words, even with the best data infrastructure, it’s their analysis and strategic guidance that truly maximise campaign performance.
Just as important is the relationship side. Our affiliate managers speak with partners almost daily. Those conversations build trust and allow us to respond quickly to changes or new opportunities.
In the end, the combination of strong data analysis and genuine relationships is what delivers long-term success.
If someone claimed that affiliate networks are being phased out by direct partnerships, how would you challenge that view?
Direct partnerships certainly have their place, but affiliate networks offer something different. We provide scale, diversity, and efficiency.
A network brings together opportunities across many operators, which makes it easier and faster for affiliates to grow. At the same time, operators gain access to a wider range of partners through one ecosystem.
We also provide the technology, expertise, and relationship management that help those partnerships perform better. In that sense, we are not just connecting companies. We are creating an environment where collaboration can thrive.
This is particularly valuable for small and medium-sized affiliates. By working with us, they save significant time and effort. They have one main point of contact, one platform to manage, and one consolidated monthly payment.
This efficiency allows them to focus on growing their business rather than juggling multiple partnerships. That streamlined approach is something direct deals can’t easily replicate, making us a crucial partner for them.
Everyone agrees social media matters. Yet many affiliates and operators still treat it as a secondary channel. What is the biggest missed opportunity you see in how the industry uses social media today?
Too many operators remain wary of social platforms like Telegram or Snapchat, fearing compliance issues or unfamiliar territory. However, there are many successful affiliates already operating in those spaces.
The key is understanding how these affiliates work. With proper KYC and a clear understanding of traffic sources, operators can safely access these audiences. Social platforms are not a secondary channel. They offer highly engaged communities and strong potential for ROI.
At the same time, many affiliates, especially those focused on SEO, hesitate to embrace social media. They often believe it does not fit their strategy, or they simply do not have the time.
But by ignoring social platforms, they risk missing a major opportunity for audience growth. Social media can amplify their reach beyond traditional channels. When affiliates combine their core strengths with smart social strategies, they unlock new growth, and that’s an opportunity they shouldn’t mis
You have seen industry events change significantly over two decades. What has SBC Summit Malta got right that keeps it relevant?
SBC Summit Malta has nailed it by creating a focused, high-quality event that truly brings industry leaders together. The event focuses on quality attendees, high operator presence, and learning that combines strategic conversations with practical workshops.
But what sets it apart is its location. Malta, in my view, is arguably the best place in the world to do business in online gambling. It’s a hub, home to many operators, affiliates, and innovators. By being right there, the summit taps into a dynamic ecosystem, making it easier for attendees to connect, collaborate, and drive meaningful business.
