Are CPA and RevShare Models Starting to Change? | Paul Puolakka
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Are CPA and RevShare Models Starting to Change? | Paul Puolakka
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Affiliates can spend time and money bringing in players, but what happens after that traffic reaches the operator?
Surya speaks with iGaming Marketing Executive Paul Puolakka about the changing affiliate and operator relationship, especially as traffic becomes more expensive and player retention becomes harder.
Paul explains that affiliates currently have limited control once they deliver the click. If the operator fails to retain the player, the value of that traffic is also lost for the affiliate. He believes this could lead to closer cooperation around CRM, retargeting, reactivation and the wider player lifecycle.
The conversation also looks at the future of CPA, RevShare and hybrid deals, along with how affiliation may move beyond traditional SEO. Paul expects affiliates to work more like media businesses across different channels, while AI becomes part of areas such as testing, tracking and retargeting.