Routy Media Spotlight - Mr.Gamble - Testing, Data and Growth: The Rules of iGaming Marketing

Routy Media Spotlight sat down with Paul Puolakka, Chief Marketing Officer at Mr.Gamble. In this interview, we discuss the career journey Paul's career journey, who transitioned from telecom into the fast-paced world of affiliate marketing. Since 2015, he has seen the industry evolve through mobile growth, Google updates, and the rise of AI, making digital marketing more competitive and data-driven than ever.He shares insights into key marketing priorities for Mr.Gamble, such as continuous testing, SEO, and conversion optimization, while highlighting ongoing challenges like regulatory changes and shifting user behavior. The conversation also touches on the importance of partnerships, data transparency, and adapting to new acquisition channels.B – What initially drew you to this industry, and how has your perspective on digital marketing in iGaming evolved over the years?

P – It all actually started by accident. At the time, I felt a bit stuck in my managerial role in telecom back in Finland. I was around 30 and had never worked abroad. A friend of mine had moved to Spain and was exploring different job opportunities, and around the same time an ex-colleague visited Finland for the summer and told me she was working in iGaming.

I had played a bit of poker during the poker boom, although I was never particularly good at it. When I noticed there were job opportunities in Malta and that I could manage with English there, I decided to take a leap of faith. I left a well-paid job in my home country, took a significant pay cut, and started working in customer support.

Quickly I began networking in Malta and realized that affiliate marketing might be the field where I could best apply my previous experience. Since I started in 2015, digital marketing has changed a lot. Cheaper mobile connections and better devices mean players can access games anywhere. Google updates and the rise of AI have also had a major impact in recent years. However, I still feel that iGaming often lags behind other industries when it comes to conversion funnels. There’s a lot the sector could learn from e-commerce, where funnels are extremely optimized and retargeting strategies are far more advanced.

B – As company CMO, what are the core marketing priorities you focus on today, and how do they align with the company’s broader growth strategy?

P – At the core, I focus on reviewing the marketing efforts we’ve implemented and analyzing how they resonate with the audience. We closely monitor affiliate click and conversion data, track our SEO performance, and evaluate potential growth opportunities.

We also constantly look at whether there are new markets or countries where we could expand. In simple terms, we test constantly. We identify areas where we could scale, run additional tests, and see what works. Sometimes things work, sometimes they don’t. Conversion optimization is a continuous process, and we also provide feedback to operators on how they can improve their funnels based on the data we see.

B – The iGaming vertical is highly competitive and constantly evolving. What are the biggest marketing challenges you face today, particularly in terms of user acquisition and regulatory changes?

P – New regulations and tax increases constantly reshape which countries are attractive to operate in. At the same time, Google updates over the past few years have significantly impacted the affiliate industry in iGaming. User behavior is also changing.

People don’t rely solely on traditional Google searches anymore, so we’re actively looking at how to stay visible in AI-driven searches and mentions. Overall, it’s a very interesting time in the industry. We’re currently running a lot of A/B tests and experimenting with new marketing funnels to adapt to these changes.

B – Looking back at your time at Mr. Gamble so far, which marketing initiative or campaign are you most proud of, and what impact did it have on the company’s growth?

P – It’s hard to point to just one initiative, because our success really comes from consistent daily work and continuous improvement. Launching the Mr. Gamble Forum has been one of the highlights. It has grown nicely in just over a year and clearly shows there is strong demand for transparent, user-generated content and feedback.

The project also won the SBC Silver Medal in the Affiliate Innovation category when it was still in the beta phase. One of the most fun initiatives has been the Mr. Gamble Car. The idea actually came up during our Christmas party in the sauna (in my home country, many good ideas are born in a sauna!) I’m not sure if any other affiliate has both a mascot and a branded car!B – SEO remains a cornerstone for many affiliates. How do you approach SEO and content strategy to stay competitive in such a saturated market?

P – Our SEO specialists make sure we stay on top of the game. The key is identifying growth opportunities where we can realistically provide value and differentiate ourselves. We focus on areas where we believe we can bring something meaningful to users, rather than simply competing everywhere. It’s about finding the right opportunities and executing well.

B – What are the key marketing considerations when entering new jurisdictions with different regulations and player behaviors?

From an affiliate perspective, the process usually starts with keyword research and understanding user behavior in that specific market. This involves benchmarking competitors, analyzing which brands are popular in the region, and understanding what players are searching for.

At the same time, we need to check what marketing channels are legally allowed in that jurisdiction. From there, we evaluate whether we can realistically provide value in that market, what level of investment would be required, and what kind of growth potential we can expect.

B – From a marketing perspective, how important are partnerships with casino operators, and what makes a successful collaboration between affiliates and operators?

P – I’ve been fortunate to work on both the operator and the affiliate side, which gives me a good understanding of the challenges and opportunities on both ends. Partnerships and transparency are everything in this business.

At the end of the day, many casino products are quite similar to the same games, payment methods, and often similar bonuses. That’s why building long-term, mutually beneficial relationships between affiliates and operators is crucial.

B – Which digital marketing trends or technologies do you believe will have the biggest impact on the iGaming industry in the next few years?

P – I don’t think I even need to say it; AI. AI will shape and has already shaped how people search for information and how they discover products. It can also be used to create hyper-personalized user journeys, adjust sales funnels in real time, enhance responsible gambling checks, and enable much more personalized CRM strategies.

B – With the growing importance of data-driven marketing, how do advanced analytics, automation tools, and tracking technologies shape your decision-making and campaign optimization at Mr. Gamble?

P – Data is absolutely everything for us. Clicks are extremely valuable for both operators and affiliates nowadays, so it’s essential for us to quickly identify operators that don’t convert well and replace them with ones that perform better. A data-driven approach also helps us detect operators who may manipulate tracking data, for example by untagging players or otherwise shaving affiliate commissions.B – For marketers who want to enter the iGaming sector, what skills or mindset do you believe are essential to succeed in such a fast-paced and regulated industry?

P – Change is constant in this industry. You need to stay curious, test new things, and not be afraid to fail, as long as you learn from those failures. Being able to adapt quickly to new technologies and changing regulations is essential.