Ahead of the upcoming SBC Summit, held in Lisbon this September, iGaming Expert and Affiliate Leaders caught up with Jan Moeller, Founder of iAffiliate, who will be attending the event.
During the discussion, Moeller shared insights into how influencers and streamers are transforming the affiliate sector, leveraging AI as a tool rather than a complete solution, and how compliance is woven into the fabric of iAffiliate’s business operations.
What unmet need in the gambling affiliate landscape did iAffiliate originally set out to address — and has that problem evolved since?
Jan Moeller: When I first dipped my toes into the affiliate world, what really struck me was how tough it was for the average person to find clear, unbiased, and user-friendly information. As a player myself, I kept running into content that either felt overly technical or leaned too much toward the operators’ interests. So I focused on creating the kind of products I was personally looking for, aiming to always deliver the best possible information depending on the topic. Our mission was to create a more transparent, accessible, and genuinely helpful experience for the end user.
As time went on, the challenge shifted. Nowadays, it’s not just about sharing information; it’s about building trust, offering personalisation, and navigating a rapidly evolving regulatory environment. Players want content that resonates with them personally, while regulators are calling for strict adherence to standards. So, we’ve continued to innovate, striving to balance user value with responsible and compliant operations.
What markets are your strongest performers, and which ones are you betting on for future growth?
JM: Our strongest markets have always been in Europe. Countries like Germany, the Nordics, and the UK have consistently performed well, thanks to their mature regulatory environments and a strong interest in betting and gaming. These regions are stable and have high engagement, allowing us to build a lot of trust over time.
Now, the U.S. is entering a more mature phase. The focus has shifted from just generating excitement to retaining customers, which is great for affiliates who know how to foster real communities and provide long-term value. Latin America is also looking promising, especially in mobile-first countries where localisation is key.
We’re also keeping an eye on opportunities in Africa and Southeast Asia, where affiliate models could really gain momentum in the coming years.
With the rise of streamers and influencers, how do you see traditional SEO-driven affiliate marketing adapting?
JM: Things are changing at lightning speed. Influencers and streamers bring a level of authenticity and real-time interaction that traditional SEO just can’t compete with. But it’s not about picking one over the other; it’s all about finding a way to blend them together.
We still view SEO as crucial for driving long-term, intent-focused traffic. However, influencer content helps us reach a wider audience, builds trust, and encourages engagement in a unique way. We’re diving into hybrid strategies, integrating influencer content on our websites, and developing our own streaming formats. Affiliates who can merge these tactics will definitely have a competitive advantage.
What do operators expect most from you now — conversions, player longevity, brand-safe content?
JM: All of the above, and more.
Operators are on the lookout for partners who not only get their brand but also speak their language and can bring in users who are a great fit, rather than just a high volume of traffic. It’s no longer just about conversions; they’re asking if we can attract players who will stick around. Can we adjust to their specific market needs? Are we quick to adapt when regulations shift? That’s where the true value lies, in creating flexible, thoughtful partnerships that go beyond the basics.
We’re also noticing a growing demand for traffic segmentation, personalised funnels, and in-depth reporting. Operators crave insights, not just raw numbers. They want to collaborate with affiliates who can maintain their tone and messaging throughout the entire funnel, from that first click right through to retention. That kind of operational and strategic alignment is what really makes a difference in today’s landscape.
With AI-generated content booming, how do you balance automation with human editorial oversight for gambling content?
JM: For us, AI is more of a helpful assistant than a complete solution. We leverage it to streamline tasks like creating structured content, updating data, and translating across different markets. It’s a game-changer for scalability and maintaining consistency. However, when it comes to tone, trust, or context, the human touch is irreplaceable. This is especially true in the gambling industry, where compliance and credibility are paramount.
We’ve developed a process that combines AI assistance with editorial expertise. Our writers collaborate with AI rather than competing against it, using it to enhance speed and consistency while always infusing the content with the nuance and judgment that only humans can provide. Trust can’t be outsourced, which is why the final say in our content always comes from seasoned editors.
How do you handle regulatory disclosures, bonus disclaimers, and responsible gambling messaging at the content level — especially across markets with varying requirements?
JM: Staying compliant is something we commit to every single day. Regulations are always changing, and each market has its own unique set of rules and quirks. That’s why we’ve created a system where our local country managers and content leads are always on the lookout for updates. The moment something changes, be it bonus language, ad restrictions, or responsible gambling guidelines, we jump into action and update our content right away.
On a technical note, our content system is designed to be modular. This means we can quickly tweak our messaging based on the region, operator, or even product type, without having to start from scratch each time. It gives us the flexibility we need to stay ahead of the game.
But this isn’t just about checking off boxes. We take compliance seriously because it’s all about protecting our users and building trust. Our whole team knows that compliance isn’t just another department; it’s woven into the very fabric of how we do business.
Who from your team is attending SBC Summit, and how did you decide who should be on the ground?
JM: We’re sending a balanced team, each with a clear purpose. Our marketing team is all about building partnerships and igniting new collaborations. On the executive side, our decision-makers will dive into strategic discussions and keep an eye out for growth opportunities. Meanwhile, our PR lead will take charge of our brand presence, media relations, and all things public-facing.
Personally, I make it a point to attend SBC whenever I can, especially when it’s in Lisbon, my home of choice. It’s not just about keeping up with the latest trends; it’s about connecting with people, finding inspiration, and often stumbling upon ideas that spark entirely new projects. The vibe at these events is always a great motivator for us.
I also want to give a special mention to the SBC Leaders initiative – what a fantastic idea. It brings together experienced professionals in a focused environment and adds a lot of value to the overall experience.
More broadly, the way SBC has grown into one of the premier conferences in the industry truly benefits everyone involved. Honestly, from my perspective, SBC hosts one of the best events in the business. Each conference not only raises the bar but also drives meaningful conversations and builds the kind of connections that move the entire industry in a smarter, more collaborative direction.
Want in on the Affiliate Leaders Summit at SBC Summit Americas? Apply for a complimentary pass for full access to the expo floor, all sessions, evening networking, and free catering! 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 offers 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.
