Marcello Pollo, CEO of Talking & Gaming – an affiliate working with iGaming operators across Latin America – spoke with Affiliate Leaders and iGaming Expert about the changing affiliate landscape.
Ahead of SBC Summit Rio 2026 and the Affiliate Leaders Summit, Pollo explored how affiliate marketing is evolving in regulated markets; the growing role of AI in shaping performance strategies; and the warning signs affiliates should be aware of as Brazil’s market continues to develop.
What initially attracted you to affiliate marketing, and at what point did you realise this was the space where you wanted to build a long-term career?
I entered affiliate marketing in 2006 by producing sports betting content. I built communities where I gave betting tips and became one of the first affiliates in Latin America. I realised this could be a very profitable business in 2021 when I started working as an affiliate manager for an operator. That experience led me to launch my own company, with a clear focus on Google-driven traffic.
For readers unfamiliar with Talking & Gaming, how would you describe the brand’s main areas of operation and business model, and what are, in your opinion, the company’s main differentiators in the market?
My career and the creation of Talking & Gaming have both been the result of a long, gradual process. Being one of the first affiliates in Latin America, and also a user of operator platforms, gave me a real advantage when it came to understanding player behaviour. That understanding has played a big role in how we direct traffic to our partners today.
The majority of our own traffic comes from Google PPC and Performance Max campaigns, which account for around 95%, with the remaining 5% coming from SEO and Telegram ads. This is the traffic we manage directly, and where we place a strong emphasis on delivering high-quality players.
What differentiates Talking & Gaming is that, alongside this, we also work with trusted partners operating across other traffic sources. We manage these relationships directly, which allows us to offer clients a broader, more flexible 360 portfolio, while maintaining a clear focus on quality across everything we deliver.
You have spent many years working within affiliate and performance marketing, including leadership positions in operator acquisition teams. How has this experience shaped your leadership at Talking & Gaming today, and what lessons from the beginning of your career still guide your decisions?
My decisions are always guided by delivering a product or service that I would genuinely want to receive as a consumer. Having a clear understanding of how players, operators, and affiliates each think makes those decisions far more straightforward. I believe that experiencing the industry from all sides is essential to developing that perspective, and it continues to shape how I lead Talking & Gaming today.
You’ve spoken out about the growing role of AI in affiliate marketing. In practice, how has AI changed your approach to strategy, content, and decision-making at Talking & Gaming?
AI has transformed far more than just the iGaming sector. Because our work is heavily driven by technology and data analysis, AI gives us a faster and more detailed view of what needs to be reviewed, allowing us to make better-informed decisions. We use AI tools across all of Talking & Gaming’s analysis processes to improve performance. Those who don’t use it will fall behind.
Traditionally, affiliate marketing relies heavily on Google (and other traditional search engines), but the rise of platforms like ChatGPT and Gemini is beginning to challenge the idea that search alone should sustain the model. How do you assess this shift, and how are you adapting your approach in response?
Even with the growth of AI tools like Gemini and ChatGPT, the majority of search journeys still end on Google, where Talking & Gaming has a strong presence. Another important factor is the data and information these AI platforms are building will ultimately help advertising platforms deliver higher-quality, more targeted ads. There will always be a need for human management and optimisation in this process, and Talking & Gaming is well prepared to handle that.
The regulated market in Brazil has created enormous opportunities, but on your LinkedIn page, you also warned affiliates about overly generous offers and unreliable partnerships. Based on your experience, what warning signs should affiliates look out for when signing new contracts?
Unfortunately, every industry has its share of bad actors, and iGaming is no different. In Brazil, there are a large number of operators, and some attempt to mislead affiliates through unrealistic promises. By promoting offers that are financially unsustainable, or making commitments that even large, established companies cannot realistically support, smaller operators often try to take advantage of the affiliates who drive growth in the market.
Regulation is therefore a major step forward, as it allows contracts to be enforced when obligations are not met, something that was absent during the offshore market.
As you prepare to participate in the Affiliate Leaders Summit, what conversations would you most like to have, and what would make the event truly valuable for you and the affiliate community in general?
I believe the exchange of experiences is fundamental to the growth of the market. I am always looking to learn about new traffic sources and emerging technologies, and events like the Affiliate Leaders Summit are where those conversations happen. For me, that exchange of experience, combined with meaningful networking, is what ultimately makes an event valuable for both individuals and the wider affiliate community.
SBC’s Affiliate Leaders community brings together a vital segment of the iGaming industry, empowering affiliates to connect, share insights, and explore challenges and opportunities within the sector. Built around information exchange, Affiliate Leaders offer exclusive benefits, including speaking opportunities at SBC events, interview features, VIP dinners, and complimentary access to all SBC events globally, amplifying affiliate voices in the iGaming discussion. Apply for membership.
