{"id":475,"date":"2025-05-02T11:53:35","date_gmt":"2025-05-02T11:53:35","guid":{"rendered":"http:\/\/blog.wynta.com\/?p=475"},"modified":"2025-05-27T03:37:26","modified_gmt":"2025-05-27T03:37:26","slug":"ai-impact-igaming-affiliate-marketing-insights-greg-gomes-2025","status":"publish","type":"post","link":"https:\/\/wynta.com\/blog\/ai-impact-igaming-affiliate-marketing-insights-greg-gomes-2025\/","title":{"rendered":"Greg Gomes on AI, Affiliates and What Makes iGaming Affiliate Programs Thrive in 2025"},"content":{"rendered":"

At Wynta<\/a><\/strong>, we believe success in the Affiliate Marketing space is built on great tech, sharp strategy and the wisdom of people who\u2019ve been there, done that\u2014and still love the game. <\/span>Greg Gomes<\/b> is one of them. A veteran in the industry, Greg has navigated the iGaming world from multiple vantage points \u2013 as a consultant, media buyer, affiliate and advisor to affiliates, operators and affiliate programs.\u00a0<\/span><\/p>\n

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Gomes\u2019 diverse background has provided him with a <\/span>uniquely holistic view of the iGaming ecosystem<\/b> and makes him a rare voice of clarity in this overtly loud space. “<\/span>It’s provided me with the fullest education one can ask for,<\/span><\/i>” he explains, recalling his journey from an operator’s call center to the Affiliate Marketing realm. “<\/span>Exposure to different people and scenarios has enabled perspective<\/i><\/b>, which I think is sometimes lost when you can’t relate to those you are trying to attract.<\/span><\/i>”\u00a0<\/span><\/p>\n

Greg has been <\/span>one of the earliest to use the Wynta Tracking and Attribution software<\/b> 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.<\/span><\/p>\n

Challenges and Opportunities<\/b><\/h3>\n

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 <\/span>need for ownership and team-wide commitment <\/b>to identifying and fixing weaknesses. This underscores the importance of a reliable, high-performing platform\u2014and why <\/span>product excellence is non-negotiable<\/b>.<\/span><\/p>\n

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 <\/span>maneuverability in terms of strategy for attracting, retaining, and building traffic levels.<\/b>“<\/span><\/p>\n

AI in iGaming: Smart Use Over Blind Adoption<\/b><\/h3>\n

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:<\/span><\/p>\n

“We truly are fortunate – we live in an era where everything is possible<\/b>. 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.”<\/span><\/i><\/p><\/blockquote>\n

But he’s quick to point out the dangers of misusing it:<\/span><\/p>\n

“Being lazy, thinking that it’s a tool that can simply be used to copy and paste. That’s a dangerous path to take. <\/span><\/i>Research, analysis, data and analytics is what I use it for<\/i><\/b>. I don’t use it for content\u2014the human touch is critical for engagement.”<\/span><\/i><\/p><\/blockquote>\n

Looking ahead, he sees LLMs (Large Language Models) reshaping how affiliates analyse data and allocate budget:<\/span><\/p>\n

“LLMs are the future, and anyone looking to engage is <\/span><\/i>building bespoke LLMs to enhance their product.<\/i><\/b>“<\/i><\/p><\/blockquote>\n

AI Search will also change how content ranks and converts:<\/span><\/p>\n

“We have already witnessed the Zero Click scenario… The challenge for Affiliates and Affiliate Managers is to <\/span><\/i>stay abreast of these changes and learn how to make use of them<\/i><\/b>.”<\/span><\/i><\/p><\/blockquote>\n

Despite its strengths, AI can’t replicate emotional intelligence or human decision-making:<\/span><\/p>\n

“Y<\/b>ou can never replace the human touch<\/i><\/b>… It can’t help frustrated partners or players as it simply doesn’t have the emotional intelligence (YET).”<\/span><\/i><\/p><\/blockquote>\n

Why Wynta Aligns with Greg\u2019s Vision<\/b><\/h3>\n

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.<\/span><\/p>\n