Nune Grigoryan Discusses Affiliate Evolution and the Imperative of High-Value Players at ICE Barcelona 2026

During her interview with Casino Guru at ICE Barcelona 2026, Nune Grigoryan, a prominent figure from AffPapa, delved into the evolving dynamics between iGaming operators, affiliate managers, and affiliates. Grigoryan underscored the increasing importance of striking a strategic balance between technological automation and cultivating robust, personal relationships to build resilient businesses for the future. Her insights also touched upon the industry's pivot towards attracting more valuable players and crafting sophisticated content strategies, alongside the collaborative Casino Guru Academy course designed with AffPapa to equip modern affiliate managers.

AffPapa serves as a vital conduit in the iGaming ecosystem, linking affiliates with operators through a platform rich with integrated features and services. Its core mission is to empower affiliates to identify suitable partners and to enhance brand recognition through the cultivation of powerful, lasting collaborations. Grigoryan reiterated that the platform's intuitive dashboard simplifies the partner discovery process, aiming to foster long-term, mutually beneficial alliances.

The past year has witnessed a significant transformation within the affiliate landscape, as Grigoryan elaborated. The focus has decisively shifted from merely generating high volumes of traffic to prioritizing player lifetime value and implementing more intelligent content strategies. Operators are actively seeking affiliates capable of attracting players who demonstrate greater loyalty and engagement. This trend has prompted affiliates to refine their approaches, incorporating player personalization techniques to resonate more effectively with today's audience. Simultaneously, the industry has seen a heightened emphasis on local compliance, leading to stricter regulatory environments and, consequently, more interactive and solidified relationships between operators and their affiliate partners.

Addressing the preparation of future affiliate managers, Grigoryan noted that many existing training programs lean heavily on technical competencies such as campaign tracking and setup. The Casino Guru Academy course, however, distinguishes itself by emphasizing the often-overlooked 'people side' of the role. This unique focus prepares individuals not just for analytics and negotiations, but for the crucial interpersonal skills essential for success. The course aims to ensure learners are fully immersed in the practical realities of affiliate management, ready to confidently tackle day-to-day responsibilities, develop operational structures, and accurately measure results from their very first day on the job.

Ultimately, the goal for those completing the course is to instill a profound sense of readiness, professionalism, and confidence in their ability to deliver substantial results for their teams and companies. Grigoryan's concluding advice for affiliate managers for the coming year was to judiciously balance the efficiencies of performance automation with the imperative of nurturing strong, enduring partnerships. She stressed that neglecting this delicate equilibrium risks losing the invaluable benefits of collaborative relationships, which are crucial for swiftly resolving issues and driving sustained business growth.