Speaking to iGaming Expert, Adam Bielinski, CEO of iGamingNuts, shared how his background in architecture laid the foundation for his pragmatic and user-centric approach to scaling affiliate operations across multiple markets.
Ahead of the upcoming SBC Summit and the Affiliate Leader Summit, he also reflected on shifting operator expectations and the importance of responsible gambling in brand sustainability.
Affiliate Leaders: Your background is in architecture. How has this influenced your approach to building (pun intended) and scaling iGamingNuts?
Adam Bielinski: While my formal background is in architecture, I transitioned early into project management, which allowed me to build a strong foundation in planning, structure, and cross-functional coordination. Architecture taught me to think systematically—balancing creativity with constraints, and always keeping the end-user in mind. These principles have translated well into the way we approach product development and team organisation at iGamingNuts.
Scaling the company felt natural in the early stages, largely because our initial efforts resonated with the market and brought quick wins. That early momentum gave us the clarity and confidence to move fast and make decisions without second-guessing. But I’m also very aware that sustainable growth requires discipline, adaptability, and a bit of humility—lessons I continue to learn every day.
AL: Your platform focuses on online casino content. Why did you choose to focus on the casino vertical instead of—or in addition to—sports betting, which many affiliates also pursue?
AB: Actually, our largest and most mature project is in the sports betting vertical, Legalni Bukmacherzy, which specifically targets the Polish market. The site features dedicated tools, competitions, and user experiences that are highly localised and resonate well with our audience there.
However, when we tried to expand this model into other markets, we faced several challenges—some of which stemmed from early missteps in areas like team structure and SEO strategy. These experiences were humbling but valuable, and they pushed us to think more strategically about diversification.
After careful analysis, we identified the casino vertical as a better fit for our international efforts. We had already built experience in this space, the barriers to entry were lower, and brand recognition—while still important—wasn’t as critical as in sports betting. This shift allowed us to play to our strengths and build a more scalable, sustainable business model across multiple markets.
AL: Looking at today’s iGaming affiliate ecosystem, what would you say are the key themes or disruptions making this job more complex or exciting than ever before?
AB: The affiliate landscape has definitely become more complex and competitive in recent years. One of the most significant shifts is that many operators—who used to rely heavily on affiliates—are now also becoming our direct competitors. With larger budgets and growing expertise in affiliate marketing, they’re doing an impressive job of capturing user attention through their own channels.
At the same time, rapid changes in regulation across markets make it increasingly difficult to plan long-term. What worked yesterday might no longer be compliant tomorrow, which requires constant adaptation.
These pressures have forced affiliates to evolve by building their own brands, exploring new acquisition channels, and diversifying revenue streams. It’s challenging, but also energising. You can’t afford to stand still, and while that pace can be exhausting at times, it keeps the work dynamic and intellectually rewarding.
AL: We often talk about conversions in affiliate marketing, but there are many more metrics that go beyond that. How do operators typically evaluate your performance, and have their expectations shifted in recent years?
AB: Let me start with the first part of the question. Larger operators use a broad set of metrics to assess the long-term value (LTV) of players. While they don’t always share the full picture with affiliates, we sometimes exchange selected data to help both sides improve performance. This kind of collaboration has become more common and valuable over time.
From my perspective, retention is the most critical metric, as it ultimately determines LTV. On our side, we track retrospective stats for users tagged to our account, while operators increasingly rely on predictive models. These models consider the size of the first deposit, time between the first and second deposit, user behaviour in the first hours or days, and more.
In a more general sense, affiliates must realise that expectations have shifted. It’s no longer just about driving volume or first-time depositors—it’s about quality, engagement, and long-term value. Affiliates need to understand these metrics and align their efforts accordingly, which raises the bar but also creates more opportunities for those who can deliver.
AL: With the UK proposing tighter restrictions and greater accountability in affiliate marketing, how has this influenced your approach to operating in the UK market?
AB: We have been keeping a close eye on the regulatory changes coming to the UK market. And while the environment has become more demanding, the UK remains the largest and one of the most established gambling markets in Europe. Even securing a small share of that market can be worthwhile if approached correctly and compliantly.
That said, the UK is just one part of our broader strategy. This year, igamingnuts.com has already entered two new markets, with a third planned by the end of the year. The UK was among the first because of its scale and maturity, but it’s not our sole focus. Our goal is to establish a presence in multiple key markets over the next three years. The experience we gain in highly regulated environments like the UK helps us build stronger, more resilient operations across the board.
AL: Some argue that “unregulated affiliates are a weak link in the responsible gambling chain.” What is your take on that?
AB: I agree with that statement. Affiliates play an important role in shaping how users first engage with gambling products, and when there’s no clear oversight or accountability, there’s a higher risk of irresponsible practices—whether through misleading advertising, lack of transparency, or promoting unsafe behaviour.
At iGamingNuts, we’ve always believed that affiliates should hold themselves to high standards, even in markets where regulation is still evolving. Responsible gambling isn’t just the operator’s responsibility; it’s a shared effort across the entire ecosystem. In the long run, trust and sustainability come from acting responsibly, and we see compliance not as a burden, but as a key part of building a long-term business.
AL: With SBC Summit now serving as a key hub for the affiliate space, complete with the Affiliate Leaders Summit and an affiliate-focused awards ceremony, what are your top priorities going into the event? Are there specific outcomes or connections you’re targeting?
AB: First of all, congratulations to the SBC team for what you’ve built. It’s been impressive to watch the event evolve into one of the most respected and valuable gatherings in the industry. The quality of content and connections keeps improving every year.
For me, one of the biggest highlights is simply meeting people—reconnecting with partners, peers, and friends I’ve worked with over the years. Some of those relationships extend beyond business, and the summit creates a great environment to catch up, exchange ideas, and build new ones.
I also make a point of attending talks and panels. There’s always something to learn, especially when it comes to emerging trends, regulation, and how others are adapting to market shifts. While I don’t attend with a strict agenda, I always leave with new perspectives—and often, new opportunities as well.
__________________________________________________________________________________
For more information on iGamingNuts.com, you can visit their website here.
Want in on the Affiliate Leaders Summit at SBC Summit 2025? 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.
Source: iGamingExpert
