Why iGaming affiliates should test paid media, with Voluum's Marcin Kumięga

At SBC Lisbon, Adsterra's PR manager interviews Marcin Kumięga, Business Development Director at the tracker Voluum, about why the platform made iGaming a focus. He covers what to track, test campaigns and mistakes to avoid.

In this episode

• Kumięga says Voluum, near its tenth anniversary, grew up in multi-vertical affiliate marketing and has bet on iGaming, where operators and affiliates add paid media beyond SEO (1:00, 1:32, 3:00).

• The key metrics are signups and first-time deposits, tracked as close to real time as possible; a test campaign is often negative, then zone IDs, cities, browsers and systems that do not convert are cut (3:30, 5:00).

• He names two mistakes: running paid media with no signup or deposit postback, and topping up without planning a test phase first; he says a postback alone can raise ROI significantly (7:03, 10:00, 10:30).

• He urges diversifying beyond affiliate SEO traffic; he cites an operator client with a hybrid deal of high CPA and about 50% revenue share, and says paid media gives control but risks burnt budget (8:31, 9:02, 9:31).

• His trends are emerging markets such as Brazil, Southeast Asia, India, Bangladesh and Africa, US social casino, crypto casinos and better iGaming technology (13:31, 14:02, 19:30).

• On unregulated markets, he says social and search are often unavailable, so programmatic is an opportunity, and he encourages dating, sweepstakes and e-commerce media buyers to consider an iGaming project (16:30, 17:02, 23:33).

Interview from Adsterra Interviews by Adsterra, published on YouTube.