Partnerships are the engine of iGaming. They determine whether brands grow, whether affiliates succeed, and whether players ever discover the products built for them. When I sat down with Paul Puolakka, CMO with more than a decade of experience across both the operator and affiliate sides of the industry, the conversation revealed a grounded, honest view of what makes these relationships work — and why so many fail.

Paul’s career began almost by accident. Living in Finland and feeling stuck, he took a chance on a job in Malta. What was meant to be a one‑year adventure became the start of a long journey through customer support, affiliate management, business development, consultancy work, and eventually senior leadership. That breadth of experience gives him a rare, 360‑degree understanding of the ecosystem.

Paul describes his early days in Malta as a turning point. Customer support taught him how players think. Affiliate management taught him how operators evaluate traffic. Running his own venture taught him how fragile partnerships can be when communication breaks down. By the time he stepped into his current role, he had seen the industry from every angle — and that perspective shapes how he approaches partnerships today.

He speaks openly about the importance of curiosity. It’s what pushed him to learn SEO, understand traffic patterns, and build relationships with people who knew more than he did. “I always try to network with people who are smarter than me,” he said. It’s a simple philosophy, but one that has shaped his entire career.

When evaluating new operator partners, Paul doesn’t start with commission structures or flashy offers. He starts with the basics: licensing, product quality, and reputation. Before agreeing to anything, he and his team test the product as if they were players — deposits, navigation, landing pages, payment methods. If something feels off, they notice it immediately.

Localization is a major factor. A brand may want traffic from a specific country, but without local payment options or tailored content, the partnership is unlikely to work. He has seen operators underestimate this repeatedly. “If you want Canadian traffic but don’t offer Interac, that’s a problem,” he said.

Reputation matters just as much. Paul checks industry forums, community feedback, and past behaviour. Late payments, poor communication, or unresolved player complaints are red flags. Trust, once broken, is difficult to rebuild.

From the operator’s perspective, Paul believes the evaluation process should be just as thorough. Affiliates differ widely in audience, traffic type, and marketing approach. Operators need to understand who they’re partnering with, what kind of players they attract, and whether their content aligns with responsible marketing standards.

Influencer marketing can be powerful, but it requires caution — especially in regulated markets where underage exposure is a serious concern. Paul has seen both the potential and the pitfalls. “You need to know exactly who the audience is,” he said. “Otherwise, you’re taking a risk without realising it.”

SEO remains one of the strongest channels for affiliates, but it comes with challenges. Google updates, shifting search behaviour, and the rise of platforms like TikTok and YouTube mean affiliates must constantly adapt. Paul emphasises that content must be created for people, not algorithms. Over‑optimisation is a trap many fall into.

He sees 2025 as a year where quality will matter more than ever. Search intent is changing, younger audiences use different platforms, and AI‑generated content has forced everyone to rethink what “value” actually means. “Content has to be made for humans,” he said. “Not for Google, not for AI — for people.”

One of the strongest themes in Paul’s approach is transparency. Whether it’s reviews, ratings, or community feedback, he believes honesty builds trust far more effectively than polished marketing. He has seen brands try to hide negative feedback, and he has seen how quickly that erodes credibility.

Transparency also applies to communication between partners. Affiliates want clarity on conversion rates, landing page performance, and localisation. Operators want clarity on traffic sources, audience behaviour, and compliance. When both sides share information openly, partnerships become easier — and more profitable.

Paul’s approach to industry events is practical. He prepares, but he doesn’t overschedule. He leaves space for spontaneous conversations, quick stand‑ups, and unexpected opportunities. He values the chance to walk the floor, observe trends, and meet people he didn’t plan to meet.

Preparation matters, but so does flexibility. “I don’t want back‑to‑back meetings all day,” he said. “Some of the best conversations happen by accident.”

Paul’s message is simple: stay curious. Curiosity drives learning, and learning drives better decisions — in partnerships, in marketing, and in leadership. He also emphasises the importance of self‑awareness. Being willing to admit mistakes, listen to others, and adjust your approach is what keeps people growing in an industry that changes constantly.

Partnerships in iGaming succeed when both sides understand each other’s challenges, communicate honestly, and stay open to learning. Paul’s career is proof that curiosity, humility, and consistency matter far more than any single strategy or tool.