What It Takes To Scale an iGaming Business Today: Andrew Vilks Answers

Success in iGaming isn't built on luck, it's built on strategy. After more than two decades in user acquisition and over ten years in iGaming, Andrew Vilks has explored the industry deeply: affiliates, media buying, ad networks, an operator side. In this interview, he shares the principles, mistakes, and growth strategies that separate thriving brands from those that disappear.

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Why did the iGaming industry become your primary area of expertise?

My background has always been in user acquisition, and iGaming naturally became the industry where my combination of creative, technical, and performance marketing skills could deliver the greatest impact.
From 2004 I was involved in several Adult Industry projects (on user acquisition side) and in Insurance industry (again user acquisition and creative side).

My iGaming journey started in 2014, when I managed Google Ads campaigns for several iGaming projects. In 2016, while working at a large CPA network, I led media buying initiatives and helped build a dedicated Facebook media buying team focused specifically on iGaming partners. Later, I moved to the advertising network side, where we supplied traffic to several well-known operators, giving me a broader understanding of the iGaming acquisition ecosystem.

Eventually, as I was in Malta, I was headhunted to join the casino operator side, where I took responsibility for the user acquisition department. That experience allowed me to see iGaming business from every perspective: affiliates, seo, social media, agencies, ad networks, operator side and iGaming events.

Today, I'm the main face of blackmoonmedia.com, where we manage user acquisition for multiple casino brands. I'm also the CMO of geoblock.net, a platform that helps operators and payment providers monitor geo restrictions which is vital for the iGaming industry.

In addition, I work as an external consultant for several casino brands, helping them solve acquisition challenges, particularly in complex and gray markets.

Having worked across virtually every side of the industry has given me a well-rounded understanding of how iGaming acquisition works, from strategy and compliance to traffic generation and market expansion.

You have extensive experience in the industry. Looking back, are there any tools or strategies that are just as effective today as they were back in 1998?

Good question. Back in 1998, I was heavily involved in organizing rave parties and nightclub events. Looking back, it was essentially my first experience with user acquisition – even though we didn't call it that at the time.

We promoted events through simple websites, SMS campaigns, flyers, and word of mouth (irc channels can be called social media also). The goal was always the same: attract the right audience and convince them to attend.

What's interesting is that the core principles haven't changed much over the years. Whether you're promoting a nightclub event, adult site, insurance or acquiring players for an iGaming brand, the fundamentals remain the same:

• Grab attention.

• Keep the design simple.

• Deliver a clear message.

The channels and technology have evolved but the psychology behind successful user acquisition is still remarkably similar.

You're currently a CMO but you've also worked as a media buyer and have experience launching companies. What does it take to build a resilient growth strategy from the very beginning? What should founders focus on in the early stages?

The answer is simple: consistency.

Many founders spend too much time looking for the next growth hack, viral campaign, or "magic" acquisition channel. In reality, sustainable growth is usually built through consistent 360 degree campaign execution rather than one breakthrough idea.

The companies that succeed over the long term aren't necessarily the ones with the biggest budgets, they're the ones that consistently improve every week, test new ideas, learn from failures, and avoid changing direction every month.

Growth isn't a sprint. It's the result of hundreds of small improvements made consistently over time. That's what creates a resilient business.

Becoming a CMO didn't change my curiosity. I still enjoy opening Voluum, analyzing campaign performance, and seeing how small optimizations can improve results. I believe marketing leaders should understand both the strategy and the execution.

What are the most common marketing mistakes you see young iGaming brands making?

One of the biggest mistakes is making everything more complicated than it needs to be.

This usually shows up in three areas: the product, the user interface, and the marketing message (if we are speaking from the user acquisition aspect).

Many new brands try to stand out by adding too many features, promotions, bonuses, or landing page elements. Instead of making the experience better, they create confusion. If a new visitor needs more than a few seconds to understand what you're offering and why they should choose you, you've probably already lost them.

The same applies to user experience. Registration should be simple, navigation should feel intuitive, and players should be able to find the games or promotions they're looking for without unnecessary clicks. Every additional step in the funnel reduces conversions.

The marketing message is another common issue. I've seen campaigns trying to communicate ten different benefits at once. In reality, people rarely remember ten messages, they remember one. The best campaigns have a clear value proposition and a single, focused call to action.

Another mistake is focusing exclusively on acquisition while ignoring retention. Acquiring players is only the beginning. If the product doesn't deliver a great experience, no marketing budget will create sustainable growth.

The brands that perform best are often the simplest. They have a clear message, an intuitive product, and a consistent user journey from the first ad impression to the first deposit. Simplicity isn't a limitation - it's a competitive advantage.

Are there cases where the problem isn't the traffic brought in by affiliates but the product itself? What are the warning signs, and how should companies address them?

This is actually one of the most common challenges in iGaming and one of the biggest pain points for user acquisition, affiliate, and media buying teams.

A lot of companies assume that if performance is not meeting expectations, the issue must be the traffic source. They start changing affiliates, testing new channels, or increasing/decreasing media buying budgets. But sometimes the real problem is not the acquisition strategy – it’s the product experience itself.

Traffic only brings users to the door. What happens after that depends on the product. (If we are not speaking about fraud cases).

A great affiliate or media buyer can deliver high-quality traffic, but even the best traffic cannot fix a product that doesn't convert or retain users. The strongest iGaming brands understand that acquisition and product experience are two parts of the same growth strategy.

Which traffic acquisition channels do you think are currently overrated, and which ones are underrated? Why?

I don't believe there are necessarily "good" or "bad" acquisition channels. My approach has always been based on a 360-degree acquisition strategy, where every channel has its own role, depending on the brand, market, objectives, and budget.

A channel that may look inefficient from a direct conversion perspective can still bring significant value. For example, some traffic sources are stronger for brand awareness, market penetration, or creating future demand rather than immediate conversions. Users who interact with a brand today may not convert immediately, but with the right tracking, segmentation, and retargeting strategy, they can become valuable customers later.

We know there's intense competition among iGaming brands for players. Is there a similar battle for affiliates?

The competition for affiliates is just as intense as the competition for players, because affiliates are one of the most basic acquisition channels in iGaming.

Performance is the deciding factor. If an affiliate notices that “Brand A” delivers better conversion rates, higher profits they will naturally prioritize that brand over “Brand B”. As a result, “Brand B” may lose traffic share and will need to react, often by improving their offer, increasing CPA rates, introducing better hybrid deals, or providing stronger support to affiliates.

A common mistake operators make is treating affiliates only as a traffic source. The strongest partnerships are built when affiliates are treated as business partners who share the same goal: acquiring valuable, long-term players.

In many ways, the affiliate ecosystem works like a marketplace. Operators compete for affiliate attention, and affiliates choose the brands where they can achieve the best results.
Ultimately, the battle is not just for players, it’s also for the best distribution partners who can bring those players.

How do you find high-quality affiliates? More importantly, how do you keep them engaged over the long term?

The reality is that the best deals are often created behind the scenes. Strong partnerships usually come from direct relationships, industry reputation, networking, and understanding who is genuinely capable of delivering quality players, not just volume.

However, finding a good affiliate is only the beginning. The much bigger challenge is keeping that relationship valuable over time.

The iGaming industry evolves extremely fast. Markets change, regulations change, acquisition costs increase, player behavior shifts, and competitors are constantly trying to attract the same traffic. A deal that works perfectly today may not be competitive six months later.

The biggest mistake brands make is treating affiliates as a fixed source of traffic. High-performing affiliates are businesses themselves, and they will naturally focus on partnerships that provide the best combination of profitability, reliability, and growth potential.

Is it true that an iGaming brand can't achieve significant growth today without affiliates? If so, why has affiliate marketing become so essential? If not, what are the most effective alternatives to affiliate-driven growth?

I wouldn't say that an iGaming brand cannot achieve significant growth without affiliates, but it is definitely the exception rather than the rule.

I have seen a few brands successfully grow without relying heavily on affiliates, but usually they have built strong internal acquisition capabilities, most commonly through powerful SEO strategies, experienced media buying teams, strong brand awareness, or a combination of multiple channels.

The reason affiliate marketing has become such an important part of iGaming growth is simple: it provides scalability, market reach, and performance-based acquisition with lower upfront risk.

The brands that succeed long term are the ones that create a balanced acquisition ecosystem. Affiliates remain a crucial growth engine, but they work best when combined with strong internal marketing capabilities.

Breaking into the white hat is challenging due to fierce competition and strict regulations, while starting a business in the grey hat isn't always safe. What advice would you give to a new iGaming brand entering the market today?

My first advice would be: think twice and have a very clear plan before entering the market.

I have seen many new iGaming brands launch with great enthusiasm, significant investment, and ambitious expectations, only to disappear within six months. The reality is that launching a casino brand today is much more complex than simply building a website, connecting a payment provider, and buying traffic.

The market is extremely competitive, and players already have thousands of options. A new brand needs to answer a very important question: Why should a player choose you instead of an established competitor?

Another important factor is industry knowledge and relationships. iGaming is a very interconnected industry. Having strong connections with affiliates, media partners, technology providers, payment solutions, and experienced professionals can significantly improve the chances of success.

The biggest mistake I see is underestimating how difficult customer acquisition has become. A great-looking brand means very little if there is no realistic plan for bringing players in profitably.

Of course, there are exceptions. If someone has a unique idea, strong execution capabilities, experienced team, and sufficient resources, there are still opportunities in the market. But without a clear strategy, competitive advantage, and industry expertise, the chances of success are very limited.

Otherwise, it risks becoming an expensive hobby rather than a sustainable business.

If we were to interview you again in a few years, what do you think will have changed in the iGaming industry? Do you expect any fundamental shifts?

I don't expect the fundamentals of the iGaming industry to change dramatically. The core principles will remain the same: having a strong product, acquiring players efficiently, understanding markets, and building trust with users.

From the acquisition perspective, I believe the biggest challenge will remain the same: finding quality players at a sustainable cost.

The industry has always been very adaptive. Companies that understand market changes, build flexible strategies, and continuously optimize will continue to grow.

So while I don't expect a complete revolution, I do expect an evolution: more regulation, more competition, more technology, and more focus on efficient user acquisition - especially in markets where operators can still find growth opportunities.