Routy Media Spotlight - Affpapa - Beyond the Platform: How AffPapa Is Turning Networking Into Real iGaming Partnerships

Routy Media Spotlight sat down with Levon Nikoghosyan CEO Affpapa & iGaming Club. In this interview we discuss how the iGaming industry has long relied on digital connections to bring affiliates and operators together, but as the space matures, the need for deeper, trust-driven relationships is becoming increasingly clear. We discuss how the company evolved from a matchmaking platform into a full-scale networking ecosystem, including curated events designed to foster meaningful, long-term partnerships.

From identifying inefficiencies in affiliate-operator discovery to creating spaces where real conversations happen, AffPapa’s journey reflects a broader shift in the industry: success is no longer just about visibility, but about relevance, trust, and connection. Their expansion into events highlights how blending online tools with face-to-face interaction can unlock stronger collaboration and sustainable growth.B -AffPapa has expanded beyond being a platform to organizing networking events for affiliates and operators. What inspired this move into events, and what gap in the industry were you aiming to fill?

L - Since the very beginning, we launched AffPapa with the goal of bridging the gap between iGaming affiliates and operators. We created a platform where the two sides could easily find each other and start working together without any barriers. So we solved the biggest problem in the industry: wasting time and resources on searches and unreliable partnerships.

As the industry developed, we saw new opportunities to expand from being just a directory to offering something more.That’s where events came in. The idea was to take online connections to the next level. By combining online with face-to-face meetings, we created a more complete ecosystem where introductions can turn into real, long-term collaborations. That’s really the vision behind everything we do today.

Today, AffPapa has grown into a full ecosystem where both affiliates and operators can find almost everything that they need in one place.

B -From your perspective, what makes an iGaming networking event truly valuable for affiliates and operators compared to traditional conferences or expos?

L - I must say that traditional conferences and expos absolutely have their place in the industry. They’re great for visibility and brand awareness, but it’s no secret that their goal is a bit different, as these larger events naturally focus more on scale. What I can say is that intent and relevance are the two core elements that make networking events truly valuable. That’s really what sets iGaming networking events apart; the level of relevance of the connections and how likely they are to turn into something long-term.

B - Many companies attend events primarily for visibility. In your experience, how effective are these networking events in actually generating new partnerships or business deals?

L - As I have already mentioned, visibility is definitely a benefit of attending events, but in my experience, it’s not the real value. The real impact comes from the conversations that happen there.

At our events, we consistently see people meeting face-to-face, building trust, and starting discussions that later turn into long-term partnerships. Many of the deals don’t close on the conference floor. They develop weeks or even months after the event. But the initial connection happens there.

That’s why we focus so much on creating the right environment for meaningful interactions.

B -Can you share examples of how connections made at AffPapa events have translated into long-term collaborations between affiliates and operators?

L - We’ve seen many cases where first conversations at AffPapa events, especially during formats like speed networking and side events, turn into long-term collaborations.

In practice, affiliates and operators often connect at the event, continue discussions afterward, and move into testing traffic within a short period. From there, many partnerships scale into ongoing collaborations across multiple GEOs or brands.

In addition, we've had numerous attendees return to future events specifically to reconnect with partners they initially met through AffPapa, which is a strong indicator of long-term value.

B - With so many iGaming events happening globally, how does AffPapa differentiate its networking events to ensure meaningful engagement rather than just another industry meetup?

L - Whether it’s an AffPapa Conference or an iGaming Club event, every event organized by AffPapa has a clear structure behind it. We always make sure to keep the curated format of attendees by having 40% affiliates, 40% operators, and 20% B2B providers joining us.

For AffPapa Conference Madrid, which will be our biggest affiliate-led event to date, we’re going to offer a unique space for business discussions, learning, and networking, with over 1,500 participants expected to attend. This year, we’re planning to have multiple pre-networking opportunities, including a guided tour of Santiago Bernabéu Stadium with access to the Real Madrid Museum, sponsored by JoinAff, a Running Club powered by Hybrid Interaction, and a Padel Tournament sponsored by Bazoom.

When it comes to our iGaming Club events, I want to say that, unlike AffPapa Conferences, which cover a much wider sector, iGaming Club events are more intimate and curated with smaller guest lists to help affiliates and operators connect in a more strategic and relaxed environment. The next iGaming Club event will take place this June in London, so we would be happy to welcome interested industry professionals.

Moreover, for anyone who wants to stay connected year-round and get even more out of the AffPapa community, we’ve introduced the iGaming Club Membership, which provides access to AffPapa Conference and iGaming Club events with exclusive opportunities.

B - How important is face-to-face networking in an industry that is otherwise driven by digital marketing and online partnerships?

L - I do believe that digital tools make it easier to connect, but they never replace human interaction. I always say that trust plays a really big role in iGaming, where partnerships are performance-based and very often long-term. That trust builds much faster when people meet in person, understand how each one works, and have direct conversations. So I can say that online and offline are two essential parts of the partnering process. The first one starts the connection, and the other strengthens it.

B - When organizing events, what key metrics or indicators do you use to measure their success from a business and marketing perspective?

L - The first thing that comes to my mind is the rise in attendance, also the ratio between affiliates and operators and how actively people engage during the events. But just as important is direct feedback, because we always have direct conversations with our ambassadors and audience before and after every event, which gives us the best possible insights into attendees’ experiences and helps us understand what worked and what didn’t.

Take our first Conference in Malaga. That time, we didn’t have catering or any lunch setup; a small detail, which had a big impact on the flow of the day. When lunchtime hit, most people naturally went out. It broke the momentum we had built during the morning.

That was a fast lesson learned. Now, we make sure the networking never stops; whether it’s coffee, lunch, or evening drinks, there’s always something happening

B -What feedback have you received from affiliates and operators about the value they gain from attending these events?

L - What we hear most often is that people leave with clarity. Not just ideas, but real next steps. Affiliates appreciate being able to sit down with operators and speak openly about expectations, while operators value understanding the people behind the traffic.

Many tell us that one solid conversation at an event saves them months of back-and-forth online.

B - Do you believe networking events are becoming more important in the iGaming ecosystem, especially as digital marketing channels become more restricted?

L - Definitely! You can’t scale long-term partnerships purely through inbox messages and LinkedIn followups. At some point, you need real conversations, real trust, and real handshakes, haha. Of course, people can still connect online, but it’s not always enough, especially now.

So I’d say events are more than important because they play a vital role in how business gets done in this industry.

B - Looking ahead, how do you see industry events evolving to better support collaboration and business growth between affiliates, operators, and service providers?

L - Well, I hope events will become more targeted and relevant. Unfortunately, or not, haha, people are getting more selective about where they go, so organizers need to offer something outside of the standard format.We’ve always believed that business events don’t have to be limited to formal meetings. That’s exactly why we introduced a brand new approach with our Cancun Conference, which was AffPapa’s first conference outside of Europe. We chose Cancun, Mexico because demand from the Latin American market was growing within our community, so we wanted to celebrate that momentum. The event brought together more than 400 affiliates, operators, and B2B providers.

We designed it in a way that balances business elements like panel discussions and networking sessions with a more informal atmosphere where people could connect without pressure.

A really big highlight of the event was also hosting the first-ever LatAm edition of the annual AffPapa iGaming Awards. Since the feedback was so strong, we’re already preparing to return to Cancun this November, building on what worked for the market and taking it even further.

Going forward, our focus will be on continuing to provide and improve the spaces where people don’t just meet once but keep on building relationships; after all, that’s what AffPapa is about.