/Sweepstakes casino bans: what operators and affiliates faced/Stake sponsorship case: Everton, UFC, F1 and Kick/Sportsbook marketing: what DraftKings and FanDuel spend/SaaS Affiliate Programs: A Blogger's $680K Semrush Case/Robux gambling ruling: why affiliates are exposed/PrizePicks: how DFS pick'em became a $2.5bn US business/Popunder Ads Case: $30K in MENA, 1,536 iGaming FTDs/Player lifetime value case: $9,125 in CPA, $61,376 GGR
Episode from Where Is My Money. Summarised by the AffHouse newsroom from the full episode. How we work →
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Voluum's Marcin Kumiega, business development director for iGaming, explains how Model Context Protocol (MCP) lets Claude or another AI model read and act on live tracker data. He tells the Where Is My Money show, hosted by Peaky Ads, what that changes for media buyers in iGaming and beyond.
In this episode
Kumiega calls MCP "a USB plug-in for AI": it connects a platform such as Voluum to the LLM you work with, so you can ask about campaign data, create or duplicate campaigns and optimise them (13:37, 14:35).
He suggests starting with reporting, such as a Monday-morning report on anomalies and top campaigns, using pre-prompts built as skills in Claude (16:00, 16:13).
He names three limits: data protection, AI hallucination and your own process; his rule is to double-check, ask Claude for its confidence and challenge it when unsure (17:31, 18:53).
After a long closed beta and now an open-access beta, he says around one-third of Voluum's customers already interact with the MCP in some way (21:29, 22:14).
In a case study, a regulated Philippine operator moved from Google Tag Manager pixel tracking to postbacks; he says discrepancies had sometimes been 50% or more, and performance grew by double digits (23:21, 26:53, 27:42).
He says media buyers once started with $500; a new affiliate now needs, by his guess, $10 to 30k or more (9:16, 9:34).
Episode from Where Is My Money, the Peaky Ads podcast, published on YouTube.
