At Wynta, we believe success in the Affiliate Marketing space is built on great tech, sharp strategy and the wisdom of people who’ve been there, done that—and still love the game. Greg Gomes is one of them. A veteran in the industry, Greg has navigated the iGaming world from multiple vantage points – as a consultant, media buyer, affiliate and advisor to affiliates, operators and affiliate programs.
Gomes’ diverse background has provided him with a uniquely holistic view of the iGaming ecosystem and makes him a rare voice of clarity in this overtly loud space. “It’s provided me with the fullest education one can ask for,” he explains, recalling his journey from an operator’s call center to the Affiliate Marketing realm. “Exposure to different people and scenarios has enabled perspective, which I think is sometimes lost when you can’t relate to those you are trying to attract.”
Greg has been one of the earliest to use the Wynta Tracking and Attribution software and has provided some truly invaluable feedback that has helped shape some of its features. In a recent conversation, we discussed the challenges, opportunities and current trends shaping the industry. His insights? Equal parts practical, tactical and future-facing.
Challenges and Opportunities
While the iGaming sector offers immense potential, it also presents real challenges. For Gomes, a recurring hurdle is “a below-par product.” He stresses the need for ownership and team-wide commitment to identifying and fixing weaknesses. This underscores the importance of a reliable, high-performing platform—and why product excellence is non-negotiable.
Staying ahead in this fast-moving space also requires relentless innovation. “I like to entertain,” Greg says. “The web allows for creativity, and our industry, now long regulated, still allows for maneuverability in terms of strategy for attracting, retaining, and building traffic levels.“
AI in iGaming: Smart Use Over Blind Adoption
One of the most transformative forces in the current iGaming landscape is AI. Greg is a strong proponent, particularly when it comes to research and analysis:
“We truly are fortunate – we live in an era where everything is possible. AI allows for research and expanding the horizons in terms of what can be done… The research aspect for me is critical and saves tons of time.”
But he’s quick to point out the dangers of misusing it:
“Being lazy, thinking that it’s a tool that can simply be used to copy and paste. That’s a dangerous path to take. Research, analysis, data and analytics is what I use it for. I don’t use it for content—the human touch is critical for engagement.”
Looking ahead, he sees LLMs (Large Language Models) reshaping how affiliates analyse data and allocate budget:
“LLMs are the future, and anyone looking to engage is building bespoke LLMs to enhance their product.“
AI Search will also change how content ranks and converts:
“We have already witnessed the Zero Click scenario… The challenge for Affiliates and Affiliate Managers is to stay abreast of these changes and learn how to make use of them.”
Despite its strengths, AI can’t replicate emotional intelligence or human decision-making:
“You can never replace the human touch… It can’t help frustrated partners or players as it simply doesn’t have the emotional intelligence (YET).”
Why Wynta Aligns with Greg’s Vision
Greg repeatedly emphasised what matters most in a successful affiliate program: transparency, smart use of AI, robust analytics and scalable tech. Wynta delivers on all four.
- Transparent Reporting: Full visibility into conversions and ROI
- AI-Powered Insights: Streamlined optimisation workflows
- Advanced Tracking & Attribution: Accurate, customizable performance data
- Risk Mitigation: Tools like postbacks help manage partner risk
- Scalability: Supports operators and affiliates at all growth stages
By consolidating these capabilities, Wynta avoids the noise and empowers both operators and affiliates to focus on what matters: performance.
Greg’s Playbook for Affiliate Success in 2025
What does it take to thrive as an iGaming affiliate today? According to Greg, the winning formula includes:
- Master the Use of AI
Learn how to apply AI for research, analysis and optimisation—not shortcuts - Prioritise High-Converting Products
Transparency is key. Affiliates need to know what works and why. - Go Multi-Channel
SEO alone isn’t enough. Embrace SERPs, Social, PPC, and emerging strategies - Sharpen Communication
Great affiliates are great communicators. AI can’t replace relationship-building. - Stay Ahead of Trends
The landscape shifts quickly. Stay alert and agile.
For smaller affiliates looking to compete in an AI-driven landscape, Gomes’ advises: “Learn how to use it effectively according to the needs of your business model. It requires thought and time and strategy, but the rewards are there in terms of efficiency.”
Additionally, Gomes offers valuable suggestions for affiliates venturing into new or emerging iGaming markets: “Take small steps initially, do your research, understand the market and its peculiarities; every market has them. Use data to make informed decisions – then go for it. If you don’t shoot, you don’t score, and we all love scoring, don’t we?”
Wynta’s infrastructure and toolset are well-aligned to help operators and affiliates implement this playbook effectively.
Final Take: Tech-Forward, Human-Led
What Greg sees—clearly—is a future where success belongs to those who master both machines and meaning. Wynta sits right at that intersection: a platform that helps operators and affiliates scale with confidence, without losing the authenticity that makes partnerships last.
If you’re building a serious affiliate program for iGaming in 2025, one that balances AI automation with real human intelligence, Greg’s advice is clear:
“Products like Wynta that have inbuilt reporting tools are hugely important for both Operators and Affiliates, and the ability for those tools to ensure risk margins are eliminated. [Features like] Postbacks attract high-quality partners who are tech savvy and that for any program is a starting point and can be leveraged to build and attract high-value partnerships.”
Ready to future-proof your Affiliate Marketing strategy?
With the right skills, tools and strategies, operators and affiliates can thrive in this competitive space. Consider launching your own affiliate program on Wynta, and discover the potential for growth and success within the iGaming industry.
