Why iGaming operators lack data on affiliate costs, with iGsuite founder Lazar Petrov

Lazar Petrov is the founder of iGsuite, an affiliate software company serving iGaming. John Wright asks him why many operators run affiliate programmes without business-intelligence tools, how rising traffic costs hit white labels and new brands, and why he prefers ready reports to AI prompts.

In this episode

• Petrov says easy money is gone: PPC traffic is scarce and costly, he recalls CPA deals around 200 euros in Tier-1, and new brands that miss break-even often close within months (3:00, 3:32, 4:31, 5:00).

• He expects many white labels to fail in the next year or two while startups use the disruption, and sees operators moving toward turnkey solutions (6:30, 7:02, 23:01).

• Affiliates also lack data, he says: they cannot build cohorts or compare partner brands over equal periods, so they cannot tell which will pay best over two or three years (8:01, 8:31).

• He agrees that around a tenth of operators feed affiliate data into BI, recalling his own attempt with two-day delays and no player-level data, and says affiliate software must show cost per player, source, country and brand (9:01, 9:32, 11:30).

• He says many reports he requested were checked only once and dashboards are often just for presentation, adding that "90% of the statistics are wrong" because data can be presented to tell any story (13:00, 14:00).

• On AI, he says an assistant could not reproduce his regular Excel report in a demo, 3,000-word prompts are impractical, and he prefers basic reports ready in one click (16:02, 17:00, 17:32).

Interview from Revenue Optimization by StatsDrone, published on YouTube.