Mr. Gamble Q&A: Levon Nikoghosyan, CEO of AffPapa Reflections on 2024 and What’s Ahead for 2025

In this exclusive Mr. Gamble Q&A AffPapa CEO Levon Nikoghosyan reflects on a milestone-packed 2024 from hosting the company’s first standalone conference in Malaga, to launching new verticals like VenturePapa, to expanding its ever-growing community. As the iGaming industry continues to evolve at a rapid pace, few companies have captured the moment quite like AffPapa.

At the heart of its momentum is Levon, whose vision has transformed AffPapa from a digital directory into a multifaceted platform bridging affiliates, operators, and now even investors.

1. 2024 was a big year for AffPapa. What were the most defining moments for the company?

Where do I begin? I think the most defining moment was us hosting our first-ever standalone conference in Malaga. This was definitely both challenging, but also fueling to bring what we’ve built online to an offline platform at that scale. Apart from this, we had the biggest turnout of attendees with hosting our satellite events.

Can’t forget to mention the community growth we’ve had at AffPapa, with 2024 being the highest percentage of new affiliates and operators joining us since our launch.

We also kicked off our video production at AffPapa, with series like the "Beyond iGaming”, which explores the top industry names beyond the work they do.

Another milestone was launching VenturePapa, a marketplace connecting iGaming startups with investors.

2. What were the key takeaways from the inaugural iGaming Club Conference Malaga in 2024?

It’s completely different to host satellite networking events vs. hosting a full-scale conference. We understood once again that there is a need for dedicated affiliate-operator events/ conferences that target the right people, keeping a balance in the attendee mix. And that’s exactly what we try to bring to the table here. We had a lot of people say “keep the events this size and this way.” Now I can’t promise not to grow throughout the years, but iGaming Club is a niche event for affiliates and operators, and we will keep it that way for a very long time still. That’s how and why we started in the first place.

3. Looking back at the evolution of AffPapa’s affiliate management services, how did they perform in 2024?

We started the affiliate management service based on the necessity we saw within our operators. We had a lot of operators wanting to join AffPapa but not knowing where or how to start when working with affiliates. Especially the newer companies. Of course, having big affiliate connections within the industry and taking into account our directory, we had the advantage in this.

The demand has been quite high. The toughest part was probably finding the right affiliate managers and training them for a while to make sure they know all the ins and outs.

4. Were there any unexpected challenges or learning experiences that helped shape your strategy for 2025?

Not necessarily unexpected, but we did have a few growing pains. One key learning was how important it is to stay focused on quality while scaling. We had to get better at saying no, at prioritizing the right partnerships and experiences, with a clearer vision of what really works for OUR community.

5. How did the introduction of B2B providers into the AffPapa directory impact the ecosystem last year?

This was long awaited, as we had numerous B2B companies, especially slot game providers, casino payments providers, and casino platform providers—requesting to be added to our directory by registering as “operators” just to gain access to our affiliate network. Introducing a dedicated section specifically for B2B providers has significantly streamlined the process and, naturally, expanded our ecosystem.

B2Bs are an integral part of the iGaming landscape—it’s a mutually beneficial relationship. They seek connections with affiliates and operators, and vice versa. Creating this space in our directory ensures a more transparent and efficient experience for everyone involved. It’s a true win-win.

iGaming Club Conference Malaga 2025

6. What can attendees expect from the second edition of iGaming Club Conference Malaga this May?

A true AffPapa-style networking. This will be our biggest edition of iGaming Club events so far. Two days of conference, panel discussions and exhibitions, speed-dating sessions, and networking events every single evening (one of them being the celebration of AffPapa’s 5th birthday with all our attendees). We’re also stepping up media coverage this time, with expanded video production on the AffPapa side, and partners like YOSA joining us to bring their podcast on-site.

And of course, the AffPapa iGaming Awards ceremony on the final night to wrap things up.

7. How has the event evolved since last year’s debut edition?

Double everything. As mentioned, we’ve extended the conference to two days to not only give attendees more time to network properly but also to make the trip to Malaga more worthwhile than just a single day. We’re also adding full catering at the venue this year, so everything you need is right on site.

8. What types of discussions and panels are planned for Malaga this year?

As always, the panels will primarily focus on affiliates and operators, with key topics that matter most to them, whether it’s SEO, the affiliate-operator dynamic, social media strategies, AI reshaping the industry, affiliate marketing trends, and much more. The conference will also feature GEO-focused panels, with dedicated sessions for the US and LatAm markets.

We’ve meticulously selected speakers for the panels that are the best in their respective topics so attendees can walk out with solid insights. Honestly, I’d fly out just for the panels alone.

9. The AffPapa iGaming Awards return to Malaga — any exciting updates or changes to the format?

The format at its core will be the same. We’re heading back to the same venue. Everyone loved it last year, so it only made sense. What’s exciting is that we have a lot of new companies joining us for the Awards this year, which definitely adds fresh energy. There’ll also be a few small tweaks to the show itself to keep things interesting.

10. With over 1200 attendees expected, how are you ensuring a strong balance of affiliates, operators, and B2B providers?

By tracking every registration. But really, maintaining that balance is at the core of every iGaming Club event. Like already mentioned, we are a niche event. Around 80% of our attendees are split almost evenly between affiliates and operators, 40% each. The remaining 20% are B2B providers. Naturally, it’s not always easy to keep that balance as registrations come in, but it’s something we’re very intentional about and monitor closely.

iGaming Club Conference Cancun 2025

11. Cancun is a new destination for iGaming Club, what inspired this choice?

I don’t think it will be a revelation if I say that the region has been growing recently. We knew we wanted to take iGaming Club outside of Europe at some point, and once we saw more and more of our affiliates and operators tapping into the market and a wave of new ones emerging from the region, it just made sense. It all came together pretty naturally I’d say.

12. What makes Cancun a strategic location for expanding the iGaming Club brand?

Perfect mix of opportunity and timing. We chose Cancun specifically since it’s well-positioned to bring together both North and South American “players” of the industry in one place. It’s also a destination that people are genuinely excited to travel to, which definitely helps with attendance and overall energy.

13. With a more intimate crowd of 400+ attendees, how will the networking and event format differ from Malaga?

It will definitely be more personal and more focused. We’re keeping many of the “attendee favorites” from Malaga, like speed-dating sessions, our panel discussion format, and of course, our signature networking evenings. But we’re also introducing some new formats tailored for Cancun, including the debut of the “Affiliate Market by AffPapa” which I’m really excited everyone to experience.

14. How are you planning to engage the LatAm iGaming community at this event?

We’re building this event specifically with the region’s iGaming community in mind, so everything will be LatAm-focused, from the topics we cover to the people in the room. The panel discussions will tackle the region’s most relevant challenges and opportunities, with speakers who know the market inside out.

iGaming Club London 2025

15. London is now in its third year, what makes this stop so special in the iGaming Club calendar?

It’s our most exclusive stop, I would say. Very much a VIP-only format with a highly curated guest list. The setting, the scale, the people all create a different kind of energy.

16. How will the VIP networking format evolve for this year’s London event?

It’s always been quite an exclusive event, so the VIP format only strengthens it. It’s become that one event where the right people come together every year to catch up, listen to some insightful speeches, updates - not sales stuff. I think we will keep this format further and extend in some other locations as well.