Interview with Paul Puolakka
For this month’s industry spotlight, we sat down with Paul Puolakka, the experienced CMO of Mr. Gamble – one of the most recognized affiliate brands in the iGaming world. With a strong background in brand strategy, digital innovation, and performance marketing, Paul is not only a leader within his company but also a major industry influencer, ambassador, and frequent conference speaker.
He’s known for driving creative brand growth, empowering teams, and shaping the future of affiliate marketing through authentic storytelling and data-driven strategy. In this interview, Paul shares his insights on the evolving affiliate landscape in 2025, player behavior, game provider collaboration, emerging trends, and what the future of iGaming might look like.
1. How would you describe the current state of affiliate marketing in iGaming in 2025? What has surprised you this year?
Paul: AI and Google updates have really shaken the industry this year! It’s been surprising to see how traditional PPC marketing has pretty much “died.” As SEO affiliates, we’ve had to adjust more than ever to Google’s core and algorithm updates. At Mr. Gamble, we’ve made it a priority to stay ahead of the game. These changes have pushed us to stay true to our DNA: being bold, creative, and innovative.
2. You have strong experience in branding. What makes an affiliate brand truly strong in 2025?
Paul: At Mr. Gamble, we see our brand as fun, bold, and trustworthy, and that’s worked really well globally. Having a mascot has been a big advantage. Not many affiliates have one, and it’s helped us stand out. Our live mascot, “Mr. Gamble” and even the Mr. Gamble Car have become part of our creative identity. If your brand connects with audiences around the world and stays true to its voice, you’re doing something right.
3. Do you think affiliates are playing a more significant role in the overall player journey? Why?
Paul: Definitely. With regulations tightening around traditional marketing channels like TV and newspapers, affiliates have become the outsourced marketing experts who know what works and what doesn’t because they have the real marketing gold: data. Now is a great time for operators to build strong relationships with affiliates since we understand player behavior across different markets and thousands of casinos. Affiliates have always been the gateway to kickstarting success in iGaming.
4. What key changes have you noticed in player behavior, and how are they impacting the performance of affiliate channels?
Paul: Gen Z players are entering the gambling scene more and more, and how they get their information is completely different from Millennials or Gen X, who have mostly relied on Google searches. Even though TikTok and Instagram have stricter rules on gambling promotion, we’re investing heavily there right now. And of course, AI tools like ChatGPT have completely changed how players discover online casinos and their favorite slot games.
5. How have player expectations of affiliate platforms evolved? What matters most to them now - trust, UX, personalization?
Paul: All of the above. I always say “trust is a must,” and that will always remain the number one factor. On top of that, UX is key — the product has to be simple and easy to use. Back in telecom, there was a saying: Your 80-year-old grandma should be able to use it. I still think that applies to any product. Personalization is definitely the next big step. Not many affiliates are doing it well yet, but AI will help take it to the next level in the coming years.
6. How do you work with player feedback and social proof? How much does it influence conversion rates?
Paul: Social proof is super important. For example, reviews posted on Mr. Gamble Forum are also integrated into our casino reviews so visitors can see what real players are saying. Positive reviews from actual users always help with conversions, while negative feedback — like complaints about slow withdrawals — can do the opposite. That’s why I always encourage casinos to make sure their customer support is top-notch.
7. How has the approach to content changed? What types of content are truly converting today?
Paul: Generic “best casino bonus” or “review” sites don’t really work anymore. We need to be creative and offer real value to users. That’s why we started the Mr. Gamble Forum, which has grown quickly in the SERPs. It shows there’s a real demand for transparent, user-generated content. We’re also testing some exciting content formats on TikTok, YouTube, and Instagram, and the early results have been very promising!
8. Which channels or formats are delivering the best results in 2025 - SEO, streaming, TikTok, native ads, or something else?
Paul: For us, SEO is still the strongest channel, although it’s evolving a lot. Streaming and Twitch are great for brand awareness and content creation, and we use TikTok in a similar way. We’re testing a lot of things at the moment, so it’ll be interesting to see how the rest of 2025 and 2026 play out. Overall, SEO remains the best source of stable, high-value traffic.
9. Are you using AI/ML technologies in marketing and analytics? If so, how do they help you optimize campaigns?
Paul: We’re currently testing quite a few AI and machine learning approaches, but I can’t reveal the details just yet. Every affiliate needs to find what works best for their own workflow and business model.
10. What qualities do you look for in game providers like Endorphina to build effective partnerships?
Paul: From a B2B perspective, we value providers who are responsive and genuinely collaborative with affiliates. The best partners think creatively, provide flexible options, and share strong marketing materials that help us promote their games effectively to a B2C audience. It’s also important for providers to remember that every B2C marketing campaign supports their B2B goals as well. Affiliates invest time, effort, and resources into creating quality content, so partnerships should always be structured in a way that’s mutually beneficial. After all, would you work for free? Neither should affiliates.
11. How important is a provider’s brand and tone of voice when promoting casinos through affiliates?
Paul: It’s really important. Every product needs something unique to make it stand out. We also give game providers a free way to promote their games via Mr. Gamble Forum, and I definitely recommend using it. Forums are an excellent way to collect player feedback, so I’d suggest every provider invest in a dedicated person to manage their community and forums.
12. What does the ideal collaboration between a provider and an affiliate look like in 2025?
Paul: Some providers, like Endorphina, really understand why building strong partnerships with affiliates matters. But honestly, I’m still surprised at how little attention some of the bigger and even smaller names give to affiliate collaboration.
13. What do you see as the most promising trend in affiliate marketing going into 2026?
Paul: AI will play a huge role in personalizing user experiences. There’s still a lot of testing needed to make it work properly, but the potential is massive.
14. What’s your view on the potential of Web3, decentralized platforms, or blockchain payments in the affiliate ecosystem?
Paul: They’re definitely growing fast. We’ve already seen a big increase in crypto-related searches. Once more, every day players understand the benefits of crypto gambling, I think adoption will explode. It’s a healthy and exciting trend for the industry.
15. What risks or challenges do you foresee for affiliates and operators in the next 1-2 years (regulation, cookie-less future, etc.)?
Paul: Tight regulations are the biggest challenge. Some regulation is necessary, but if it goes too far, players will turn to black-market operators who don’t care about responsible gaming, and there’s also a risk that players won’t ever get their possible winnings. We’re also seeing more rogue casinos pop up, so affiliates have to stay alert and protect their users and their own business, too. As for the cookie-less future, we’ll just need to get more creative with how we handle the tracking and targeting.
16. What personally keeps you inspired to stay in iGaming and particularly in affiliate marketing?
Paul: The people! iGaming is full of creative, fun, and sometimes a little crazy people (to put it mildly) in the best way possible. The industry is vibrant, international, and full of energy. At Mr. Gamble, I love that our work constantly challenges us to be innovative and creative. It’s definitely not a boring job!
17. What advice would you give to newcomers entering the affiliate industry today?
Paul: Be open to learning and take lots of notes. Connect with people who are smarter or more experienced than you. Go to iGaming conferences, listen to keynote speakers (like me!), and join webinars. There’s so much info out there.
YouTube is also full of great content about SEO and AI, so stay curious. And remember: hard work beats talent every time.
