Mr. Gamble Q&A: Yeva Avagyan on AffPapa’s Evolution, Trust & the Future of iGaming Partnerships

At Mr. Gamble, we’re always interested in the people and companies redefining how the iGaming industry connects and collaborates. This time, our CMO Paul Puolakka, sat down with Yeva Avagyan, Head of Commercial at AffPapa.

In recent years, AffPapa has grown from a well-known directory into a broader ecosystem focused on trust, transparency, and meaningful connections between affiliates and operators. In this conversation, Yeva shares insights into the company’s evolution, the importance of curated networking, and how the industry is becoming both more competitive and more professional at the same time.

AffPapa has evolved far beyond a directory. When you look at the company today, what do you believe truly defines its identity?

You’re right! AffPapa has evolved beyond just being a directory. I see our positioning in the industry as a hub that not only brings affiliates and operators together but also is a trusted community which is all about forming meaningful and lasting connections.

What was the biggest challenge during the rebranding process, and what did you personally learn from it?

Our biggest challenge was to shift perception, helping people understand that AffPapa is no longer just a directory but a full-on ecosystem. It takes more time and research than you might assume. Consistency is what helped us stay on the right track and align with our decisions because rebranding is not only about visuals and the message that the company carries. It’s about ensuring that everyone understands and connects with the expanded direction we chose.

The iGaming industry often struggles with trust. How does AffPapa actively protect both affiliates and operators from risky partnerships?

Our partners’ trust is something we take very seriously. Upon registration and the initial stages of any partnership we form with companies, we vet and verify them, carefully monitor community feedback, and step in when needed to mediate and resolve any issues that arise. We’re all about creating a safer environment for both affiliates and operators to make well-informed decisions and build long-lasting relationships.

Operators attend countless expos every year. Why do you believe intimate networking events often generate better ROI than massive industry shows?

To be honest with you, I see more and more companies limiting their attendance to a few expos a year (which might still sound a lot for some). With that being said, I think intimate networking events are having a rise in the industry. People are more keen to have, if you will, “slow” networking sessions, with less stimulation, more room for genuine conversations and unrushed interactions. These, almost by default, lead to stronger deals and better ROI overall.

How do you curate the right mix of affiliates and operators to ensure real business gets done?

We’re very intentional with the curation. Every registered account is vetted, verified, and then displayed on the dashboard. We actively balance them to keep a healthy ratio, and it’s become one of our signatures actually by now.

Do you think affiliate marketing in iGaming is becoming more competitive or more professional or both?

From my point of view, I think definitely both, but it’s driven by professionalism at the same time. I think the real shift in the market is that the standards have gone up significantly. And if you want to be a long-term “player” you need to take seriously not only traffic and the quality of it, but also transparency, backed data, compliance etc.

You work in gambling every day, do you personally enjoy playing? And if so, what’s your preferred vertical: sportsbook, slots, or live casino?

To be completely honest with you, I work very closely with the industry but approach it only from a professional perspective rather than as an active player. That being said, I do appreciate the entertainment side of it - and if anything, I find live casino the most interesting because of the human interaction and the experience it brings.

Do you think working inside the industry changes the way you view gambling as a player?

Absolutely! No doubt here. It gives you a much more informed and balanced perspective. Since you see how everything works backstage, you have a better understanding of the entertainment aspect, player behaviour etc. It doesn’t take away the fun from it but it for sure brings a more responsible and controlled approach to the conversation.

How important is transparency in commission structures and deal terms when building long-term affiliate relationships?

Transparency specifically in the commission structures and terms is the foundation of any successful long-term affiliate partnership. If both parties have a clear understanding of that structure, what to expect, how the performance is being tracked etc., it automatically removes any uncertainty and prevents unwanted conflict. Naturally, this clarity allows everyone involved to scale their partnership and remain sustainable.

The iGaming Club events are known for their “family-style” vibe. Was that culture intentional from the start, or did it grow naturally?
I think it came very naturally from the get-go. It’s what we’re all about, it’s our genuine intention to make everyone feel homie, COZY - as our community likes to call it. And most importantly, we aim to keep that “family-style” vibe for as long as possible.

What role does personal chemistry play in affiliate-operator partnerships compared to pure performance metrics?

Honestly, personal chemistry matters more than people like to admit. Metrics can show a lot about the potential but they don’t actually tell you how it’s like to work with someone day to day. When chemistry comes into play - communications happen smoother, trust is built faster, even mishaps become easier to handle. So do not fully neglect natural chemistry when it’s there. It can be quite a powerful tool to utilize.

If you could redesign the ideal iGaming networking event from scratch, what would it look like?

I’ll be a bit cheeky and admit that I have found my ideal networking event - and it’s the one and only iGaming Club series of networking events. Imagine gatherings in multiple locations throughout the year, a cozy and welcoming atmosphere, 800+ industry leaders aka the loveliest community you’ll ever meet - what more could you wish for?!

On a lighter note, evening cocktails or morning coffee for closing the perfect deal? And which city sets the best atmosphere for it?

This is a tough question because I’m both a morning person with a severe coffee addiction and a night owl who loves a good evening cocktail! So I guess it depends on which version of Yeva shows up that day - that usually determines how the deal gets closed. The ideal city would be Italy or Portugal. Don’t quote me on this though! Might change my mind next time you ask me the same question, haha!

Key Reflections from Mr. Gamble on Where iGaming Is Heading Next

What stands out from this conversation is how much the iGaming industry is shifting toward quality over quantity, whether that’s in partnerships, events, or overall strategy. AffPapa’s evolution reflects a broader trend: building trust, fostering real relationships, and creating environments where meaningful business can actually happen.

As the space continues to mature, it’s clear that transparency, strong networks, and human connection will remain at the core of successful affiliate-operator partnerships. And if this discussion is anything to go by, the future of iGaming will be shaped just as much by community as it is by technology.