In the world of affiliate marketing, a little chaos is usually the norm. Managing dozens of websites across different regions often means endless firefighting. Enter Alexandros Michas, who was recently appointed as the Head of Website Operations at Media 24. In this interview, we talked with Alexandros about how he is replacing chaotic, site-by-site fixes with a single blueprint to turn standard affiliate sites into true digital platforms.

A few months ago, you were appointed as the Head of Website Operations at Media 24. To give our readers a look behind the scenes, what exactly does this role involve, and what are the main things you focus on in this position?

My job is to take the big-picture goals discussed with our CEO and figure out how we actually build them. I translate high-level business strategy into a concrete technical roadmap and take responsibility for it and everything that goes into our websites.

Day-to-day, I am leading our talented and experienced team of site managers. Together, we look at our portfolio of websites not just as platforms, but as products. We are constantly tweaking site functionality, brainstorming new product features, and upgrading the user experience. The ultimate goal is to move past standard affiliate landing pages and build something stickier. We want our websites to be the definitive, go-to destination where sports bettors in any given region don’t just visit once to find a bookmaker, but actively want to return to for value.

With dozens of websites in the portfolio, how do you prevent operational chaos? What does a scalable architecture look like for a modern affiliate house?

Honestly, if you treat every site like its own special project, you’ll drown in chaos overnight. The secret is standardisation.

Of course, every region has its own local specifics that we have to adapt to, and we do so by having locals as website managers. But underneath it all, we build everything on a single, shared blueprint. When we design a new feature, we don’t just build it for one site. We build it to level up the whole portfolio at once. It also makes expanding into a new market much easier. If a promising new region opens up tomorrow, we don’t have to start from scratch. We just drop in a product that’s already battle-tested and ready to go.

I’ve also set up teams around each GEO and manager, which include SEO specialists, content managers, and others, to ensure a smooth and efficient workflow.

Since you rely on a single blueprint, how do you manage the human element? How much freedom do your site managers have to experiment in their local markets versus sticking to the playbook?

Our site managers are the true experts in their specific regions, so they have total autonomy over their local content plans and figuring out what makes bettors in their area tick. They own that local strategy completely, while the blueprint just ensures they are building on a rock-solid foundation.

Because they are on the ground, I actually encourage them to constantly pitch product improvements. I always listen to their suggestions because a great idea shouldn’t just stay on one site. If a manager finds a feature that works incredibly well for their audience, we don’t just keep it there. We roll it into our core blueprint so the entire portfolio benefits from it.

The company has shifted toward building true digital platforms rather than just simple affiliate sites that rank. In practice, what is the biggest difference between those two approaches?

The biggest difference is value and retention. A simple affiliate site is transactional. It’s built entirely around SEO keywords just to capture a click, send the user to a sportsbook, and hope for a conversion. If Google tweaks its algorithm, that site is incredibly vulnerable because users have no real loyalty to it.

A digital platform, on the other hand, is an actual product. We aren’t just trying to get a click. We are trying to be a helpful place for the sports bettor. That means building features, community, and data hubs. It takes a lot more time and energy to maintain, but it turns a casual visitor into a loyal user. They don’t just find us on Google once. They bookmark the site and keep coming back because the product itself is valuable.

The World Cup is live right now. An event of this scale is a massive test for any affiliate. How did you approach the preparation for this global tournament from a product perspective, and what features did you ship to keep bettors engaged?

We knew the traffic spikes would be insane, so preparation actually started months ago. From a product perspective, the ultimate goal was instant utility. During a massive event like this, users want their information immediately, without any friction.

Feature-wise, we shipped an advanced match centre, a tournament bracket simulator, and worked heavily on upgrading our entire content strategy specifically for the World Cup. Because of the shared framework we talked about earlier, we didn’t have to build these tools site-by-site. Our blueprint allowed us to deploy these advanced features across all of our sports betting properties simultaneously, giving every region a premium product at the same time.

When the final whistle blows on the World Cup and we look back at the rest of 2026, what will have to happen for you to look back and say we absolutely nailed it?

On the data side, I want to look at our metrics and see a clear spike in returning users. That will be the ultimate proof that our platform strategy is actually working.

But our upgrades and feature improvements don’t just stop with the World Cup. We already have plenty of things in the pipeline, and we are planning a massive push right before the main European leagues kick off late this summer.

At the end of the day, I’ll know we nailed it if our site managers are effortlessly launching these new features, seeing the direct results of their work, and feeling like they have the absolute best tools in the industry to win their markets. That would be proof that we didn’t just build websites. We built a highly scalable affiliate product.

The second quarter of 2026 marked one of the most important development periods for Wings of Heroes to date. The game introduced a new campaign system, expanded PvE gameplay, added new battle formats and began a strategic shift in player progression and the in-game economy. The last update continues this direction by expanding the campaign system with time-limited jet campaigns, including the first F-16 campaign, alongside a new skill-based game mode – Time Trial, and further improvements to gameplay variety.

Wings of Heroes is entering a new stage of development. In recent months, the team behind the mobile air combat game introduced a broad set of features designed to increase gameplay depth, strengthen long-term engagement and test new growth opportunities for the title. These include campaigns, expanded PvE experiences, a plane rarity system, a major economy rebalance, larger battle formats and additional gameplay modes.

The update reflects more than a regular content expansion. It marks a strategic shift in the way Wings of Heroes builds progression, engagement and monetization. While the game remains rooted in dynamic World War II-inspired aerial combat, the new systems add more structure, context and variety to the player journey. They also create new ways to build limited-time events, communicate aircraft value and develop stronger LiveOps mechanics around specific goals, rewards and aircraft types.

“- Over the last three months, we have been reshaping Wings of Heroes from a title built mainly around individual battle sessions into a broader, more scalable gameplay ecosystem. Campaigns, plane rarities, economy rebalance and new modes are not separate additions – they are connected systems designed to strengthen progression, give players more reasons to return and open new monetization opportunities,” said Michał Szurma, Product Owner of Wings of Heroes. “- This is an important strategic step for the game. We are testing new engagement and monetization levers, while at the same time making the player journey clearer, deeper and more rewarding.”

One of the key features introduced in the second quarter of 2026 was the campaign system. Campaigns bring a new PvE layer to Wings of Heroes, built around sets of missions connected by historical context and scenario-based progression. Instead of focusing only on standard battles, players can now progress through defined mission sequences, complete specific objectives and experience more immersive combat scenarios.

Depending on the campaign and the country of origin of the aircraft in the player’s hangar, players can also be supported by scenario-specific assistants, who guide them through the mission and strengthen the feeling of being part of a larger historical scenario. This gives the game a more narrative-driven layer and allows the team to develop content that combines action, progression and atmosphere.

Campaigns also introduce a new structure for temporary events. Some campaigns can become permanent parts of player progression, unlocked as players advance through tiers, while others can be time-limited. This creates new opportunities for LiveOps, goal-based engagement and monetization, as players are encouraged to complete missions, secure rewards and progress within a specific timeframe.

The June 30 update expands this system further with a new time-limited jet campaign. For the first time, players can take part in a special campaign-style experience featuring modern jets, with the first campaign centered around the F-16. Unlike regular battles, where players use aircraft from their hangar, jet campaigns are built around one specific aircraft provided within the campaign. Other jets may appear as enemies, but the player uses one dedicated jet during the experience.

Jets are one of the most distinctive additions to Wings of Heroes so far. With campaigns focused around modern jet fighters, the game moves beyond its classic World War II-based aerial combat formula for the first time, adding modern aircraft, a new visual layer and a different type of combat experience. This also creates an opportunity to reach new groups of players. At this stage, jets are available only within campaigns, allowing the team to test the format in a controlled, time-limited environment.

Together with jets, Wings of Heroes is also introducing a new Time Trial mode, where precision flying and maneuvering skills are key. Players navigate a specially designed route with a series of gates, aiming to pass through them as accurately as possible within a set time limit. The run ends when the player reaches the end of the route, the timer runs out, or the aircraft crashes. This single-player mode focuses on control, precision and mastery of flight, offering a skill-based experience built around piloting ability rather than direct combat.

Another important addition is Team Deathmatch, a more classic team-based mode in which players can return to combat with the same aircraft after being shot down and compete to reach the target team score.

In recent months, the team also expanded its game mode capabilities with NvN formats, including larger battles such as 10v10 gameplay. This system allows Wings of Heroes to create variations of existing modes with different numbers of players per team. The feature gives the team more flexibility in shaping future events and battle formats.

Alongside new gameplay features, Wings of Heroes introduced a significant change to aircraft progression through the plane rarity system. Aircraft are now assigned one of four rarity levels: Common, Rare, Epic or Legendary. The aim is to make progression smoother, aircraft value clearer and rewards more meaningful for different groups of players.

The rarity system was accompanied by a broad economy rebalance and changes in blueprint distribution, unlock costs and upgrade pacing. Common aircraft are easier to unlock, while rarer planes become more clearly differentiated within each tier.

Wings of Heroes also introduced in-game commendations, a new battle element that highlights combat actions such as double or triple kills. Commendations can be earned multiple times during a single battle and are designed to make combat feel more dynamic, interactive and rewarding.

“- Wings of Heroes has a strong foundation, but the next stage of development is about understanding how far we can take it,” added Michał Szurma. “- The systems introduced in recent months give us more room to experiment with events, aircraft formats, progression and player motivation. This creates a stronger framework for learning what drives engagement, what supports monetization and where the game’s further growth potential may come from.”

Together, these initiatives point to a broader strategic direction for Wings of Heroes. The game is expanding beyond standard battle loops into more structured progression, richer PvE, time-limited campaign experiences and clearer monetization systems. The end of June update is designed to help the team test what drives engagement and where the title’s further growth potential may come from.

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Kongebonus has become the first Norwegian affiliate to win Best Casino Affiliate at the iGB Affiliate Awards 2026, a landmark recognition that names the independent Norwegian guide as the world’s leading casino affiliate for 2026.

The award was presented on 2 July during iGB L!VE London, where the iGB Affiliate Awards celebrated the affiliates, programmes, networks, suppliers and individuals helping to drive the iGaming sector forward.

iGB Affiliate described first-time contestant Kongebonus as a “Norwegian local hero”, noting that the platform claimed the award in a close race and ended Gambling.com Group’s two-year reign in the highly competitive category. Independent judges praised Kongebonus’ “super smart” approach, highlighting its combination of innovation, engaged player community, and strong editorial presence across Google News and the media.

The recognition reflects Kongebonus’ focus on detailed operator testing, transparent casino reviews, community-led content and player protection. The platform tests casinos with its own money before reviewing them, publishes its full methodology and continues to invest in responsible gambling resources, including practical guidance and support signposting for players.

David Nilsen, Editor-in-Chief at Kongebonus, said: “Winning Best Casino Affiliate at the iGB Affiliate Awards is a huge moment for Kongebonus and for everyone who has helped build the platform. To be recognised in a category alongside some of the biggest and most respected names in the affiliate industry is something we are incredibly proud of.

“I’ve spent more than ten years on the inside of this industry, and I’ve seen how big the gap can be between what a casino promises and what the player is actually left with. Closing that gap is the whole reason we test the way we do.

“What this award tells us is that being the most trusted guide matters more than being the biggest one, and that’s the only thing we’ve ever set out to build.”

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