Andrew Vilks, Black Moon Media: No affiliates I know would work with black-market brands

In the lead-up to SBC Summit Malta, iGamingExpert and Affiliate Leaders caught up with Andrew Vilks, Interim CMO of Black Moon Media, to discuss his return to the company he founded, the evolving role of media buying in iGaming, and the impact grey and black markets have on affiliate relationships, traffic optimisation, and brand trust.

Hi Andrew, and thanks for taking the time to chat with us. Let’s start at the top — can you introduce us to Black Moon Media? What’s the core of what you do, and what exciting plans or goals do you have lined up for 2025?

Andrew Vilks: Black Moon Media is a media buying agency I originally founded in 2008. Recently, I was brought back on board as Interim Chief Marketing Officer to help revitalise the company.

Currently, we collaborate with several online casino brands, acting as their external media buying partner. We’re also receiving increasing interest from operators looking to build new media buying teams, which we’re helping to establish.

My background in affiliate marketing dates back to 2004 and spans multiple verticals. Over the years, I have led online marketing efforts for an insurance company, where I successfully developed and implemented an in-house affiliation tool. I have also served as Head of Media Buying at a performance marketing agency. 

For the past five years, I have overseen user acquisition on the operator side within the casino and sports betting industry.

At present, I am involved in several consulting projects. One is with a major casino operator focused on Tier 3 markets. Another initiative is aimed at helping operators enhance and monitor their tracking and acquisition infrastructure—an often overlooked but critical component that, in my experience, plays a key role in the success of both affiliates and operators.

You focus on customised traffic campaigns using channels like Google Ads, Facebook Ads, and Push Notifications. What kind of traffic sources do you find most effective in delivering strong FTDs and conversions?

AV: Based on my experience as Head of Acquisition on the operator side, I believe that every traffic channel can be optimised to deliver strong results. 

Operators often tend to attribute poor performance or low conversion rates to the traffic sources themselves, but in reality, underperformance is more often tied to specific aspects of the product.

Historically, SEO and PPC have proven to be among the most effective channels. However, when operators take a closer look, they may uncover unexpected issues, such as affiliates violating their Terms and Conditions.

Influencer traffic can also be highly valuable, but it requires continuous monitoring to ensure both compliance and effectiveness. My advice to operators is to maintain a well-balanced mix of traffic channels while closely tracking conversion rates and customer quality to drive sustainable performance. 

Are there any specific regions or emerging markets that you’re particularly excited about?

AV: At the moment, my main focus is on European and Asian markets, with growing interest in Africa. However, I currently don’t have clients targeting LATAM markets.

Tier 3 countries are generally easier to work with, as Cost per Action (CPA) and Cost per Lead (CPL) tend to be lower, allowing for quicker optimisation. 

Unfortunately, we’re seeing some countries trending despite economic decline—a pattern that’s been repeated throughout history. When it comes to customer behaviour, many are inclined toward gambling rather than long-term financial planning or saving, as they often don’t perceive value in future-oriented strategies.

One of our panels at SBC Summit Malta is dedicated to exploring black, grey and regulated markets. How much of the industry’s growth still relies on black and grey markets? Are we underestimating just how dependent some brands are on these regions?

AV: I would strongly advise against engaging in the “black” market and recommend that major affiliates also steer clear of it. 

The harsh reality is that certain regulatory actions by local governments may push even “gray” operators to consider the “black” market. Over the past five years, I have observed significant growth in the “gray” market, whereas the “black” market remains constrained by various limitations and challenges.

Still, it’s present and creates issues for both “white” and “gray” operators, as well as honest affiliates. Additionally, I am not aware of any affiliates who would be willing to collaborate with “black” market brands—at least not within my network of contacts.For companies still operating in unregulated or loosely regulated environments, is it fair to say this is often more about profits than player protection?

AV: It’s primarily about maximising profits with fewer restrictions. As always, balance is key — excessive regulations can create challenges for both operators and customers. 

Most brands aim to build long-term relationships with loyal players, so even in gray markets, there’s usually some level of player protection in place (I hope). 

Ultimately, though, players are responsible for their own decisions. Their lifestyle is their choice, and they should know their limits.

Do we risk creating two parallel iGaming industries – one highly regulated and one flying under the radar? If so, what does that mean for long-term sustainability and consumer trust?

AV: We already see this in practice—even on the job market on LinkedIn, there are specific requirements for “white” and “gray” market positions. There are companies that specialise exclusively in “white” markets and others that focus solely on “gray” markets. Additionally, many service providers in the iGaming industry work only with either “white” or “gray” brands.

As for industry events, I don’t think anyone is interested in such a separation. While it might make it easier to identify partners and affiliates, it would also create certain issues.

AV: The SBC Summit Malta has always been a go-to for affiliate marketing professionals, even in its CasinoBeats days. But with this year’s expanded focus across all iGaming verticals, what are your expectations for the event, and what are you most looking forward to?

AV: I expect SBC events to continue growing, as there’s a strong demand for gatherings like these. To be honest, success in our industry often comes down to having the right connections, so the networking that such events offer is incredibly important.

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