With SBC Summit Malta fast approaching, Affiliate Leaders caught up with Floriana Fanelli, Senior Business Development Manager at Gentoo Media, who will be attending the event.
During the conversation, Fanelli delves into the importance of differentiating brands, how Gentoo Media sustained 16 consecutive quarters of growth, and putting player needs at the centre of everything.
Affiliate Leaders: Looking back at your journey (from starting as a game presenter to building a career in affiliate marketing), what are some of the biggest transformations you’ve seen in the affiliate business landscape over the years?
Floriana Fanelli: Becoming a game presenter was my first real step into the iGaming industry, and it gave me a behind-the-scenes look at how the igaming industry truly operates.
However, what really drew me in was the strategic side: how content, SEO, and data come together to drive performance. That curiosity, paired with my academic background in communication and media studies, made moving into affiliation feel like a natural step.
Since shifting to the B2B side, I’ve come to appreciate just how complex and competitive the affiliate landscape really is. It’s no longer just about rankings or traffic, it’s about understanding markets, working closely with partners, and using business intelligence to make faster, smarter decisions.
I’ve also learned how important it is to keep player needs at the centre of everything we do. That’s probably the biggest shift I’ve seen. Today, everything revolves around value, trust, and long-term relationships, even from a B2B perspective.
At Gentoo Media, I see that mindset brought to life every day through our focus on transparency, innovation, and sustainable growth. That’s what keeps me engaged: knowing that what we build matters to our partners, to the industry, and to the people using our services.
Gentoo Media manages a diverse portfolio of affiliate sites like AskGamblers, WSN, Casinomeister, and Time2play. What makes these brands resonate so strongly with players across different regions?
FF: What makes these brands resonate is how clearly defined and differentiated each one is. At Gentoo Media, we don’t take a one-size-fits-all approach, each brand is built with a distinct audience and purpose in mind.
AskGamblers is known for empowering players and advocating fairness through its complaint resolution system. Whereas Time2play stands for transparency and simplicity, helping newer or more casual players make confident, informed choices.
Casinomeister had decades of credibility, giving experienced players a place they know they can rely on. And WSN connects passionate sports fans with betting opportunities in a way that feels relevant and rooted in experience.
Each brand meets users where they are – with language, content, and values they can trust. Together, they reflect a broader promise at Gentoo Media: to help both players and partners get more. More trust, more transparency, and more long-term value, all grounded in responsible growth.
Sustaining 16 consecutive quarters of growth is no small feat. In your role within Business Development, what do you see as the main drivers behind that level of consistency?
FF: Consistency comes from having a clear direction and the structure to support it. At Gentoo, we’re very focused; we know what we’re working towards and how to track progress, which helps us stay on course and adjust quickly when needed.
What really stands out to me is how well the different teams collaborate, whether it’s our BI, product, content or SEO teams. We’ve got this strong feedback loop that helps us spot trends early, test ideas fast, and act on what works. It’s all very data-driven, but always with the user in mind.
I also think mindset plays a huge role. Leadership here is focused on long-term, sustainable growth, not just chasing quick wins. That gives us the room to be strategic and to build things that last.
Being part of a team that genuinely values people and collaboration is also incredibly motivating. That culture, that drive, is something you feel, and I think it’s a big part of why we’ve been able to keep growing quarter after quarter.
How do Gentoo’s investments in local expertise and BI systems enhance your ability to tailor strategies across various markets, and what impact does that have on your bottom line?
FF: I manage several markets, with Italy being one of the biggest and most important in my portfolio. While I’ve developed a solid understanding of the market over time, working closely with local experts adds another layer—you get real insight into cultural nuances, player behaviour, and shifting trends. That kind of input really helps validate ideas and fine-tune strategies to what works on the ground.
Our BI systems are just as crucial. They let us track performance in real time, test new approaches, and quickly adapt based on what the data tells us. The combination of local insight and strong data support means we can make smarter decisions, tailor our approach more precisely, and act with confidence across markets.
With the top five websites holding steady while emerging sites are growing rapidly, how does the company ensure resource allocation supports both stability and innovation?
FF: At Gentoo, we’re very intentional about how we balance stability and innovation. Our top-performing websites are the foundation of the business. They’re trusted, well-established, and consistently deliver strong results. These sites continue to evolve, and we make sure they have the support and resources they need to stay competitive and perform at a high level.
At the same time, our emerging brands are where we explore new ideas and experiment with fresh approaches. We’ve built a structure that allows dedicated teams to focus on innovation without taking attention away from what’s already working. It’s not about splitting resources, it’s about smart prioritisation and creating space for both proven value and future growth.
This dual-track setup helps us scale responsibly, test fast, and keep pushing boundaries—without losing sight of what makes us reliable partners in the first place.
SEO and content are the cornerstone of any affiliate business, but they can also be resource-intensive. How has the acquisition of Titan’s SEO and content expertise helped improve efficiency and performance across Gentoo’s operations?
FF: Having access to the SEO and content expertise that came with the Titan integration has made a real impact. It’s strengthened the quality and consistency of what we’re able to deliver across markets, and that makes a big difference when you’re working with partners who expect both scale and local relevance.
That kind of support has made it easier to move fast, test smarter, and stay relevant in markets where things shift quickly. It’s improved the way we collaborate, the way we prioritise, and ultimately, the value we can deliver to our partners.
We’re excited to welcome you to SBC Summit Malta later this year! With our recent rebrand from CasinoBeats Summit to better reflect the broader scope of the event, what are you hoping to take away from the experience, and what are you most excited about?
FF: I’m very excited to be part of SBC Summit Malta this year! I think the rebrand makes total sense; the industry’s moving fast, and it’s great to see the event reflect that broader vision.
For me, it’s all about connecting with people. Catching up with familiar faces and meeting new ones who are passionate about the same things. I’m looking forward to some real conversations, fresh perspectives, and maybe even a few unexpected collaborations.
I’m also just genuinely curious to see where the industry’s heading next. Especially when it comes to innovation, user experience, and how brands are pushing creative boundaries.
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Source: iGaming Expert
