Get ready for an insightful conversation about the evolution of affiliate marketing from the operator perspective to the affiliate side. Tero Paivarinta, Business Development Lead at humbl.ai joins host Lee-Ann Johnstone to share his fascinating journey from iGaming customer support in 2006 to becoming a key figure in affiliate relationship management. With nearly two decades of industry experience, Tero reveals how data transparency is revolutionising partnerships and why authentic relationships remain the cornerstone of successful affiliate programs.

Talking points include:

• How humbl.ai's data platform is cutting through industry misinformation by providing accurate SEO and PPC insights
• Why building personal relationships with affiliates goes far beyond business transactions
• The shift from chasing big-name affiliates to identifying and nurturing smaller, high-growth partners

Listen to find out more about:

• How to identify high-growth small affiliates using month-on-month data analysis
• Why paying affiliates early can accelerate partnership growth and loyalty
• Tero's upcoming platform developments that will further revolutionise affiliate marketing insights

Key segments of this podcast and where you can tune in to go direct:

[02:17] Tero's iGaming journey from 2006 and first glimpse into affiliate marketing

[23:00] Finding quality affiliates: why the ones who find you aren't always the best

[28:08] A round-up of top tips shared

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

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From self-proclaimed "software engineer introvert" to confident industry connector, Julia Draghici, Co-Founder & CEO of CPV Lab and CPV ONE, has mastered the art of turning authentic relationships into business growth.

In this candid conversation with host Lee-Ann Johnstone, Julia reveals how she transformed from someone who believed "building good software and having good customer support would be enough" into a partnership-driven entrepreneur whose business thrives on genuine connections. Through her journey from nervously walking conference floors to building lasting friendships that generate multiple client referrals, Julia demonstrates that the most powerful marketing tool isn't technology—it's the human ability to help first, ask later, and treat partnerships like marriages rather than transactions.

Talking points include:

• How Julia overcame her introverted nature at industry conferences using simple conversation starters like "what do you do?" to build meaningful business relationships.
• The philosophy of "give first, ask later" and why small gestures like LinkedIn shares, mentions, and introductions create more lasting impact than big sponsorships.
• Why treating partnerships like marriages—with long-term commitment and mutual investment—generates sustainable competitive advantages in performance marketing.

Listen to find out more about:

• The specific red flags Julia watches for in potential partnerships and why asking "what do I get out of it?" in early conversations signals poor partnership potential.
• How CPV Lab's customer support reveals why humans still matter in an AI-driven world, with "I want to talk with an agent" being their most frequent chatbot query.
• The emerging partnership opportunities between content creators and affiliate managers that represent new collaboration models in performance marketing.

Key segments of this podcast and where you can tune in to go direct:

[08:44] Julia's first conference networking experience and overcoming introvert challenges

[15:45] The Joey Babineau partnership case study and building lasting business friendships

[26:52] Rapid-fire relationship advice including partnership red flags and trust-building strategies

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

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This week, Lee-Ann Johnstone welcomes Alanas Ivšinas, iGaming Affiliate Marketing Expert, to the Affiliate Marketing Podcast for an insightful deep-dive into what truly makes partnerships thrive in one of the most competitive sectors of affiliate marketing.

With over a decade of experience working across both sides of the table - from affiliate networks to major operators like GG Media Group - Alanas brings a rare perspective on deal-making, negotiation psychology, and the art of building lasting commercial relationships.

Whether you're struggling with partner retention, looking to structure better deals, or want to understand how industry veterans navigate complex negotiations, this episode delivers actionable wisdom from someone who's seen it all. Essential listening for affiliate managers, network professionals, and anyone serious about elevating their partnership game.

Talking points include:

• The psychology of win-win deal-making and why most partnerships fail before they start.
• Real world case studies of deals gone wrong and the expensive lessons learned.
• How Google updates and AI are reshaping affiliate relationship strategies.

Listen to find out more about:

• Why the "thin line between bluff and lie" can make or break your reputation in affiliate marketing.
• The specific deal structure that cost one major partnership hundreds of thousands in negative ROI.
• How industry veterans are adapting their partnership strategies for an AI-dominated search landscape.

Key segments of this podcast and where you can tune in to go direct:

[05:40] The essential elements that separate successful partnerships from costly failures.

[10:20] A detailed breakdown of a streaming deal gone wrong and the expensive lessons learned

[21:52] Industry trends including Google updates, AI impact, and what's coming next for affiliate partnerships.

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Send me a text with your questions

This week, Lee-Ann Johnstone sits down with Paul Puolakka, CMO of Mr. Gamble, who brings a rare dual perspective to affiliate marketing having worked extensively on both the operator and affiliate sides. Fresh from burnout in telecoms to becoming one of iGaming's most respected voices, Paul shares unfiltered insights on what separates thriving partnerships from those that crash and burn.

This isn't your typical "build trust and communicate" advice—Paul digs into the tactical realities of partnership management, from handling payment delays to spotting red flags before they destroy relationships.

Whether you're an affiliate manager struggling to retain top partners or an affiliate wondering why your best partnerships keep falling apart, this episode delivers the hard-won wisdom you need to build partnerships that actually last.

Talking points include:

• Why ownership and transparency beat over-promising every time—and how to implement this practically.
• The critical metrics affiliates track that operators often ignore (and why this knowledge gap kills partnerships).
• Why face-to-face meetings remain irreplaceable in an increasingly digital industry.

Listen to find out more about:

• How to spot the early warning signs that a promising partnership is about to collapse.
• Why affiliate managers need to understand their entire conversion funnel, not just their own department.
• The three key factors that make affiliates choose to stick with operators long-term.

Key segments of this podcast and where you can tune in to go direct:

[05:04] The trust-breakers: What instantly destroys affiliate partnerships and why shaving commissions is relationship suicide.

[18:04] The click paradox: Why operators obsess over FTDs but ignore what happens after affiliates deliver quality traffic.

[24:06] The founder factor: How small operators with hands-on leadership often outperform larger corporate machines.

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Send me a text with your questions

From the "wild west" days of online sports betting to today's heavily regulated landscape, few have witnessed the industry's transformation like Dimitry Voelkle. Host of the Affiliate Marketing Podcast, Lee-Ann Johnstone is joined by Dimitry, Founder of Zelda Consulting and one of the original architects behind Tipico, Germany's first major sportsbook.

In this fascinating episode, Dimitry shares hard-won insights on building trust-based partnerships that survive decades of industry upheaval, revealing why the fundamentals of relationship building matter now more than ever.

Talking points include:

• How to build lasting trust with partners when starting with nothing - including Dimitry's bold approach to securing enterprise deals.
• Why treating failure as "death by a thousand cuts" creates stronger partnerships than avoiding mistakes altogether.
• The evolution from unregulated "wild west" betting to today's compliance-heavy environment and what it means for affiliate relationships.

Listen to find out more about:

• The four pillars of partnership trust and how to implement them systematically in your affiliate program, from creating feedback loops to thinking beyond short-term commercial gains.
• Why affiliate managers "own" relationships and what this means for operator retention strategies, including how to protect your business when key relationship holders leave your company.
• How the shift from 20-person industry events to 8,000-attendee conferences changes relationship dynamics and why the personal touch becomes even more valuable in crowded markets.

Key segments of this podcast and where you can tune in to go direct:

[05:40] The “wild west” origins of online sports betting and what operators could offer in the early 2000s before regulation changed everything

[24:00] Handling million-dollar mistakes: When decimal point errors go wrong and trust gets tested in high-pressure situations.

[33:20] Why partnership skills become more crucial as competition intensifies.

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Send me a text with your questions

What if everything you think you know about affiliate partnership management is actually costing you millions in untapped revenue?

In this eye-opening episode, host Lee-Ann Johnstone sits down with Gali Hartuv, CEO and co-founder of WarriorLab, to unpack why treating your affiliate partners like VIP players could be the game-changing strategy your program needs.

From a jaw-dropping case study that delivered 40% growth in 12 months to practical frameworks for building emotional equity with partners, this conversation challenges everything you think you know about affiliate relationship management. Whether you're managing a program with 50 affiliates or 5,000, the insights shared here will fundamentally shift how you approach partnership retention and development.

Talking points include:

• Why the biggest brands struggle with partnership agility while smaller operators lack long-term infrastructure.
• The psychology behind VIP mentality and how it applies to high-value affiliate relationships.
• How one North American operator discovered they had 3,500 true VIPs hiding among 94,000 misclassified players.

Listen to find out more about:

• The eight-step framework for building partnership retention programs that mirror VIP player strategies.
• Why programmatic marketing is becoming essential as SEO struggles post-Google updates.
• How predictive analytics can prevent affiliate churn before it happens.

Key segments of this podcast and where you can tune in to go direct:

[06:15] Large vs small operator partnership approaches and common mistakes

[22:52] The dramatic case study: From 94,000 "VIPs" to sustainable growth

[28:00] Eight actionable steps for building emotional equity in affiliate partnerships

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Send me a text with your questions

Get ready for an absolute masterclass in partnership building! This week, host Lee-Ann Johnstone sits down with industry legend Moshe Adir, Founder of Vegas Kings and one of the most successful agency owners in the iGaming space. With decades of experience spanning from the early days of DOS programming to building multi-million pound partnerships, Moshe shares the hard-won lessons that separate successful long-term partnerships from quick-burn transactional relationships. This isn't your typical business chat – it's raw, honest insights from someone who's been there since the internet's first browser and has the battle scars to prove it.

Talking points include:

• Why being "the pen AND the ink" for your clients creates partnerships that last decades, not months.
• The brutal truth about when to walk away from lucrative deals that don't align with your values.
• How staying boutique can actually make you more profitable than scaling to hundreds of employees.

Listen to find out more about:

• The exact moment Moshe knew he'd found his calling (involving a DOS programming book in the South African army)
• Why WhatsApp has become his most critical business tool for managing global partnerships
• His controversial take on why "just buy traffic and get rich" is the most dangerous myth in affiliate marketing

Key segments of this podcast and where you can tune in to go direct:

[08:44] The North Star principle for building partnerships that last decades

[24:13] The CEO stepping-down story that will change how you view leadership

[30:40] Rapid-fire partnership wisdom and industry myth-busting

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Send me a text with your questions

Welcome to this week's Affiliate Marketing Podcast with host Lee-Ann Johnstone, where we explore how to build successful partnerships in affiliate marketing. This episode features some real talk from Stefan Muehlbauer, CEO of Affpal Consulting and affjobs.com, a seasoned industry veteran with 15+ years of experience who has transformed from running affiliate programs to becoming one of the industry's most sought-after recruiters and consultants. Stefan shares his unconventional journey from selling insurance to building a recruitment empire through the power of personal relationships and strategic giving.

Talking points include:

• The strategic value of attending 25+ industry conferences annually for networking
• How giving without expectation for 12 years built Stefan's recruitment business overnight
• Why affiliate managers should experience media buying themselves to understand scaling challenges

Listen to find out more about:

• How Stefan accidentally built a recruitment empire by placing 50+ people in jobs for free
• The specific AI tool Stefan recommends every affiliate marketer should experiment with right now
• His rapid-fire insights on the most overrated trend and underrated opportunity in affiliate marketing today

Key segments of this podcast and where you can tune in to go direct:

[05:17] The secret sauce of relationship building - genuine interest over manipulation

[25:08] The biggest mistake affiliate managers make - focusing only on whale affiliates

[29:40] Rapid fire round: Most overrated trends and underrated opportunities in affiliate marketing

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Send me a text with your questions