Expected changes in affiliate partnerships toward 2031

Boomerang Partners CEO Martin Černý argues that iGaming affiliate programs could change fundamentally over the next five years. In his view, the sector is moving toward personalized commercial terms, more automation, and stricter compliance standards. New revenue models are also drawing attention.

Černý says that fixed CPA and RevShare agreements will remain valid but may become more flexible. He notes that commission rates could be tied to traffic quality, player lifetime value, retention rates, and partnership history. He adds that automated systems could update these terms as performance data changes, allowing high-performing partners to get better terms without repeated negotiation.

He believes most of the routine work of affiliate managers could be taken over by artificial intelligence. He says performance tracking, traffic analysis, anomaly detection, and reporting will become increasingly automated, which will help managers spot problems earlier. He stresses, however, that human judgment and industry experience will remain essential in negotiations and disputes.

He points out that compliance could become as important as traffic performance. He says affiliate verification and traffic transparency will gain more importance in regulated markets, and that operators will look more closely at promotion methods, traffic sources, and compliance history. He adds that even partners with good results could lose access to established operators if they fail to meet compliance expectations. For this reason, he recommends reviewing acquisition practices, documenting traffic sources, and monitoring regulations in target markets.