Players rarely follow a straight path from discovering a brand to registering. They might first hear about it from a streamer, search for it on Google, open another app and register through a different browser. So which channel should get the credit?

In Episode 97 of iGaming Real Talk, our host Surya Palli speaks with Tamara Hovhannisyan, Head of Products at DIGITAIN, in Lisbon about affiliate attribution, tracking technology and the challenges of understanding a fragmented player journey.

Tamara explains why traditional cookie-based tracking is becoming less effective and how DIGITAIN’s AFFILIKA platform tracks activity across different channels. The technology provides operators with attribution data, leaving them to decide whether the first click, last click or another source should receive credit. She also discusses why reporting player lifetime value, NGR and retention data by traffic source can help operators and affiliates better understand performance.

The conversation also looks at the relationship between operators and affiliates, including how hybrid commercial deals can give affiliates more reason to care about long-term player value. Surya raises questions about responsible product development and transparency, before Tamara shares where she sees AI providing practical value today: making reporting and data access easier, alongside helping affiliates produce creative assets such as banners and videos.