Affiliate Industry

The Age of Affiliates: PartnerMatrix CEO argues for greater sector recognition

Published

6 years ago

January 28, 2020

In an ideal world, affiliates should be encouraged for every action they undertake”, explained Levon Nikoghosyan, PartnerMatrix CEO highlighting the positive influence they bring to gaming’s image and profitability across the globe. Exploring the market and the future of their customizable platform, he discusses why the new dawn of affiliate marketing can’t come soon enough.

PartnerMatrix, the powerful stand-alone affiliate platform software solution from EveryMatrix, has been making waves in the affiliate sector since it launched five years ago. In 2020, with an increased focus on the brand and affiliates in general, the company is planning to expand its reach and introduce a series of exclusive new tools to the market. Commenting on their future focus, Nikoghosyan said: “Our strategy is quite simple, by investing in the development of our system and implementation of new features, we increase the profit of our operators and affiliates and bring an enhanced user experience to both sides of the business. In other words, our primary goal is to make our clients more competitive.

“Last year we launched Reactivation Reward which enables operators to offer commissions for reactivated players alongside newly registered ones. This new tool was an industry first. This year we will focus on the development of tools such as fraud detection, risk management, analytical reports of a player lifetime, behavior, quality of traffic.”

PartnerMatrix’s platform allows bookmakers and casino operators to create, run and track multi-brand affiliate marketing campaigns. For Nikoghosyan, the importance of using affiliates and recognizing their influence is a crucial change the gaming industry needs to address in order to push forward in the coming decade.

“In an ideal world, affiliates should be encouraged for every action,” he said. “Yes, they bring players and get paid for that. But we often forget that in many cases they promote your brand, they increase brand awareness by placing your company banners or creating content that directly supports your platform.

“We need to come up with a formula that can allow affiliates to get bonuses and rewards also for promoting your company name. Because in the long run, it also affects your company’s prosperity. I don’t think a problem like this can be solved in just one year, but I hope this ideal world will arrive sooner rather than later.”

Continuing his focus on how the affiliate market can continue to drive the industry forward, Nikoghosyan is clear that ‘flexibility and content’ will be the trends to watch out for in the months ahead. “By flexibility, I mean the ability for operators and affiliates to solve any type of issues and problems within one system, one interface,” he commented. “Some providers offer a wonderful platform, very light, with a set of versatile statistics, but for other tools, you need additional integrations.

“From this point of view, PartnerMatrix offers an all-in-one solution, including a secure payment method, transparent analysis and set of every single tool needed for affiliate marketing. Speaking about content, the market is moving towards more specific messages. PartnerMatrix also offers marketing solutions and consultancy, so by choosing our system, our clients get everything to enter the affiliate market.”

2019 saw PartnerMatrix launch two highly requested features, the aforementioned, industry-first Player Reactivation Reward, alongside the brand’s powerful player segmentation tool which offers higher productivity. The brand’s segmentation tool simplifies daily routine of the Affiliate Manager allowing to set different commissions for different segments of players without any need to manually divide traffic into segments and assign different commissions for each segment. Since its launch the tool has yielded significant results, guaranteeing the company will continue to invest in its growth according to Nikoghosyan.

“When analysing our client behavior, it becomes clear that the ones who use the segmentation tool are more competitive, they create more appealing content,” he explained. “Needless to say, this entails increased sales and greater customer engagement. We are constantly improving this tool, bringing more options to segment players depending on region, preferences, registration period, sources they came from, and other criteria upon request.”

Since its inception in 2015, PartnerMatrix has helped evolve the betting industry’s understanding of affiliate marketing. The main focus of PartnerMatrix’s team is to ensure uninterrupted and transparent operation of the system – taking into account all market risks. “There are many issues in the affiliate industry as in any other industry. Shaving, which refers to cutting down the commissions, is the main concern of any affiliate and nowadays with real-time software, it is easy to find out whether an operator does that or doesn’t.

“Another noteworthy factor is the conversion and monetization of the traffic – the better is the monetization, the more affiliates will promote the brand. However, it’s equally important to protect operators from unfair affiliates by providing effective anti-fraud tools.”

With 60,000 affiliates around the world and 7 million players, PartnerMatrix services more than 100 operators from different jurisdictions and the brand is keen to continue this growth. Nikoghosyan attributes at least some of the brand’s success to constantly improving their software as well as fierce loyalty to contributing to its clients’ businesses.

He concluded: “We think we’ve had a fair amount of success in the last years, and the numbers are showing very clearly that we enjoy the trust of our clients, affiliates and players. At the end of the day, this is the most crucial aspect of this business, which is mainly based on referrals.”

Affiliate Industry

MelBet Partners to Bring UFC Champion Kamaru Usman to SiGMA Central Europe

Published

1 week ago

October 31, 2025

Niji Narayan

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Reading Time: < 1 minute

SiGMA Europe is one of the most significant events in the iGaming industry. This year, the event is taking place in Rome and will bring together over 30,000 attendees, 1200 sponsors and feature four stages with 550+ top speakers.

On November 05, in partnership with MelBet Partners & Affiliates, former MMA legend and World Champion Kamaru Usman will join the event as a special guest. At booth 5067G attendees of SiGMA Central Europe have the chance to take photos, hear insights and what it takes to rise to the top on a global stage.

During the conference, there will be two activities available for guests at MelBet’s booth:

Punch Challenge. Anyone can come to the booth on November 4 and test their punching power. The person with the strongest punch will have the honour of competing against Kamaru Usman himself.

Want to get exclusive merchandise and take a photo with the MelBet Partners & Affiliates championship belt? Visit the booth. Follow MelBet’s official Instagram account and take a picture with the belt. Those who post a story with the championship belt and tag MelBet will automatically be entered into a drawing for exclusive UFC-themed merchandise.

There will also be a private party, Triumph of the Gladiators, exclusively for the partners and representatives of MelBet Partners & Affiliates, which Kamaru himself will attend. This evening will be an epic event, where history and modernity merge into one.

The post MelBet Partners to Bring UFC Champion Kamaru Usman to SiGMA Central Europe appeared first on European Gaming Industry News.

Affiliate Industry

When Logic Finds a Face: Meet Refie, ReferOn’s New Living Interface

Published

2 weeks ago

October 28, 2025

George Miller

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Reading Time: 2 minutes

Refie, the new living interface inside ReferOn, it’s here.

ReferOn, the next-generation affiliate management platform, has launched Refie — a built-in interface layer that gives the platform its own awareness, making interaction faster, clearer, and more human.

Refie represents a new level of interaction within ReferOn, designed to make complex affiliate data easier to perceive and act on through visual feedback that turns system logic into something instantly understandable. He now lives inside the platform’s interface, appearing on onboarding screens and system state pages, where he reflects how the system feels and responds in real time.

Refie isn’t a chatbot or a mascot — he’s an integrated UX layer that connects technical precision with human intuition. By reducing noise and guiding attention naturally, he helps affiliate managers work faster while avoiding mistakes and staying aligned with live performance data.

We like to call this approach “lazy intelligence” — systems that think before you do so you can focus on what actually matters. Refie is the first visible step toward that.

Roadmap: From Awareness to Assistance

Refie’s introduction marks the beginning of ReferOn’s next development stage.
He’s the foundation for what comes next: gamification, engagement, and, ultimately, intelligent assistance. Through him, we’ll introduce a more interactive, rewarding experience where every action feels meaningful. Over time, Refie will evolve from a visual signal into a personal AI agent — the intelligent core of the ReferOn platform.

Vlad Bondarenko, ReferOn’s Head of Product, commented, “Refie isn’t just an add-on or feature — it’s a reflection of how our platform and team think. For years, affiliate platforms have been built for reporting, not for people. We wanted to change that. Refie was born to simplify. He embodies how we think about technology: clarity, control, and connection should feel natural, not forced.

With Refie, ReferOn has learned how to say hi — not with words, but quietly, through awareness. It’s how the system shows it understands what’s happening. He represents the moment ReferOn moved beyond functionality and toward awareness, emotion, and intelligence. The launch goal is to show that the era of faceless B2B tools is ending.”

The ReferOn team will showcase the platform’s latest innovations at SiGMA Central Europe in Rome (Booth 5044). There, attendees can explore the system in action, connect with the team, and experience Refie — the living interface making its first public debut.

The post When Logic Finds a Face: Meet Refie, ReferOn’s New Living Interface appeared first on European Gaming Industry News.

Affiliate Industry

IZIGROUP and Gamblers Connect Enter a New Partnership

Published

2 weeks ago

October 27, 2025

George Miller

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Reading Time: 2 minutes

Gamblers Connect, a leading and trusted iGaming Medium & Affiliate website for the iGaming sector, is excited to announce its latest strategic partnership with a true pillar of the European gaming industry: IZIGROUP.

Based in Malta, IZIGROUP is one of the most respected and established operators in the iGaming world. Its influence is immense, serving as the exclusive concessionaire for the National Lottery of Malta through their subsidiary, National Lottery plc. They also operate Malta’s most iconic land-based casino, the Dragonara Casino, a name synonymous with quality and heritage since 1964. The group also has a sports and casino betting platform, IZIBET.

But this partnership isn’t just about land-based prestige. IZIGROUP has powerfully translated its decades of experience into the digital realm with a formidable iGaming presence. This includes their flagship online brands, Dragonara Online Casino and IZIBET which are rapidly expanding beyond Malta into international markets.

Gamblers Connect’s mission has always been to act as the essential bridge, connecting its community with the most trusted, innovative, and responsible operators in the industry.

This partnership is a perfect embodiment of that goal. IZIGROUP’s entire operational philosophy is built on the same values: a deep commitment to safe, responsible, and engaging gaming experiences.

With €920 million in total gaming turnover last year and a clear strategy focused on digital innovation, IZIGROUP represents the gold standard of a modern, successful, and ethical gaming operator.

Gamblers Connect is proud to feature IZIGROUP’s brands and to provide users with a direct connection to their world-class portfolio. This collaboration strengthens the network and, more importantly, reinforces a promise to only partner with the best.

Gregory Busuttil, Acquisition & Retention Executive at IZIGROUP, commented: “This feels like a true partnership, not just another campaign — and that’s what sets it apart.”

Gjorgje Ristikj, Founder & CEO at Gamblers Connect, stated: “Our collaboration with IZIGROUP marks an important milestone for Gamblers Connect. Joining forces with a reputable Malta-based brand allows us to combine credibility with reach, delivering stronger exposure, better performance and a more mature presence in the industry. We see this partnership not as a campaign, but as the beginning of a long-term strategic relationship.”

The post IZIGROUP and Gamblers Connect Enter a New Partnership appeared first on European Gaming Industry News.