EP323: How do you build a healthy affiliate ecosystem?

At SiGMA Central Europe 2025 in Rome, Lazar Keskinov, CEO of Balkan Media Group, delivered a keynote titled Building a Healthy Affiliate Ecosystem. In this session, Keskinov shares practical insights on how affiliates, operators and players can create long-term value through trust, compliance and brand-led growth. Drawing on Balkan Media Group’s experience across Balkan markets, he explains why the era of click-driven strategies is fading, how content, data, AI and localisation shape sustainable affiliate models and why long-term thinking consistently outperforms short-term tactics in today’s evolving iGaming landscape.Connect with the iGaming community: https://linktr.ee/sigmaworld