Inside iGaming: Elaine Gardiner on AI, Affiliate Strategy & What’s Next

At Mr. Gamble, we’re always keen to speak with the people shaping the iGaming industry. This time, our CMO, Paul Puolakka, sat down with Elaine Gardiner for a relaxed but insightful conversation.

With over 17 years of experience in affiliate marketing and now Co-founder of affie.ai, Elaine has seen the industry evolve through multiple phases, from early growth to today’s fast-moving, AI-driven landscape.

In this exclusive Q&A, we cover everything from her journey into iGaming to the challenges of affiliate management, the role of AI, and what the future may hold for the industry.

Elaine, How did you first get into iGaming? Was it love at first sight or a happy accident?

It was a happy accident, I was living in Mallorca back in 2008 where I’d become friends with a Maltese girl who invited me to Malta to spend Christmas and New Year with her family, and I just fell in love with the Island and decided to stay. By that time, I’d started to hear about igaming, and I started applying for jobs. By luck, I got hired into my first job and worked as hard as I could to keep it, and here I am 17 years later, still in iGaming.

Over 17 years in affiliate marketing is no small feat! What’s been the toughest moment in your journey, and how did you get through it?

There’s been a lot of tough moments, but the biggest challenges have been with people - never the actual job, and that is still true now. Dealing with a mix of cultures, languages, and personalities is the most challenging part. But when you learn that people's actions and attitudes are more a reflection of them than you, life gets a lot easier.

If someone is just starting out in iGaming, what’s the one piece of advice you’d give them?

Be curious - Learn as much as possible, ask as many questions as possible. Never stop learning. Test, observe and repeat. You have to constantly learn and evolve in this industry.

Looking back at your career so far, what’s your favourite part of working in the iGaming industry?

The people, of course. I love that I get to meet such a variety of people from all cultures, languages and personalities. While it’s the biggest challenge, it’s also the biggest joy.

Was there a moment or project that made you realise, “Yes, this is exactly what I want to be doing?"

Not quite, but I did have a moment of ‘how did I get so lucky to be doing this’. I remember it, it was at G2E Las Vegas in 2022. Flows and Happyhour.io had hired out the King Pin Suite at the Palms hotel, and James King from Flows was giving me a tour, and I remember walking past the bowling alley in the hotel suite into this enormous room that looked out onto the Vegas strip and all I could think of ‘How is this my job - I’m so lucky!” . Obviously, that’s not a usual working day, but it was a ‘pinch me’ moment.

Strategy, Leadership & Innovation

We’ve seen a lot of trends come and go. What do you think will really shape iGaming in the next few years?

I’ve got to say AI, it’s the hottest topic at the moment. Although I won’t say it’s a trend as it is here to stay, it will shape the industry over the next few years.

You’ve helped brands launch and grow affiliate programs what’s one thing that never fails to impress you when you see it done right?

A good product. When companies understand that a good product should be the foundation, it’s refreshing. No matter how much money you throw at affiliates, if you don’t have a good product, you’re set up to fail.

As Co-founder of affie.ai, how would you explain what it does to someone outside the tech/affiliate world?

It’s like I’ve been able to clone myself and plug me into your affiliate system so I can guide you on what to look at and how to handle it.

One of the biggest things I was seeing with tools is that they are great at flagging issues, but that’s where they stop. But affie.ai flags any issues and tells you how to handle them as well.

How do you see AI changing the iGaming landscape in the next few years? Are there areas where it can really add value for affiliates and operators?

I’ve already seen a lot of good things AI can do, but also a lot of damage AI can do. Those using it carefully and with thought will stay ahead of the game; those using it as a ‘quick fix’ will start to cause damage.

The value comes in the speed and accuracy with which it can spot potential revenue drains and opportunities. However, the challenge is training it to think like an expert of 20 years in the industry, not the ‘off-the-shelf’ thinking mode.

Do you think AI will ever replace the “human touch” in affiliate management, or is it more about enhancing it?

100% no. For the foreseeable future, we’ll still need affiliate managers, but AI will help them level up, save time on spreadsheets and systems, make thought-out decisions quicker, and work on strategy and optimisations.

What’s the most exciting or unexpected AI-driven innovation you’ve seen in iGaming recently?

I can tell you the most annoying! Automated LinkedIn messages and the constant and slightly patronising follow-up messages. They were always there, but AI has now enabled them to automate it! Please make it stop. I have people I know personally sending me automated messages, acting like we’re not speaking 1:1 on another chat platform.

Integration and migration projects can be tricky what’s the biggest “aha” lesson you’ve learned from them?

Don’t import historical data! Don’t do it, it will never match, and it will cause you so many problems, you’ll wish you never did it!

What’s the most underrated skill or trait that makes an affiliate manager truly successful?

I used to say learning a few basic functions in Excel, but with the advances in AI… there isn’t much need. But it’s still good to know how to do things ‘manually’, so I’ll keep that for now.

Which conferences or events in 2026 are on your “must-attend” list? Are you really looking forward to it?

There is an explosion of conferences and events at the moment, but so far I have Power 50 Affiliates, SBC Malta and iGB London on the agenda.

Are there particular people in the industry you always make a point to catch up with at events?

Too many to name, but it’s always good to catch up with the team since we’re a remote business and see old colleagues as well.

What’s your go-to slot game?

I am loyal to ‘Dead or Alive’.

If you could have dinner with any iGaming innovator or legend, who would it be and why?

I don’t want to pick favourites, so I’ll say my boss, Tom Galanis, I can corner him to go over all the outstanding tasks he owes me and update on.

If you had to pick one iGaming trend or innovation that excites you the most personally, what would it be?

I have to say AI, as it’s something I’m passionate about. Anyone who knows me knows I’m more on the tech side, so this is exciting for me.

Any guilty pleasures or “fun experiments” in iGaming you indulge in when you get the chance?

I’m not sure if I should give away all my secrets, but on the rare occasion when I have time, I like to waste scammers and fraudsters time.

What’s the funniest or most memorable engagement you’ve had in iGaming , maybe a campaign or affiliate moment that still makes you laugh?

There are too many to mention, but one of my most memorable trips was getting stranded in Amsterdam for over a week with an ash cloud back in 2010! That was an experience for sure.

Final Thoughts

It’s clear from this conversation that while the iGaming industry continues to evolve rapidly, some fundamentals remain unchanged. Strong products, adaptability, and a deep understanding of both people and technology continue to define long-term success.

As AI becomes more embedded in day-to-day operations, the balance between automation and human expertise will be key and voices like Elaine’s help cut through the noise with practical, experience-driven insight.

We look forward to continuing the conversation as the industry develops further.