Are CPA and RevShare Models Starting to Change?

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Издатель Sep 12, 2026

In Episode 80 of iGaming Real Talk, recorded at AffPapa, our host Surya Palli was with iGaming Marketing Executive Paul Puolakka to discuss how CPA, RevShare and hybrid affiliate models are changing as traffic becomes harder and more expensive to acquire.

Paul explains why affiliates and operators may need to work more closely after acquisition, why long-term player value matters more than simply counting FTDs, and how affiliation could expand beyond traditional SEO into a broader media model supported by AI, testing and better data.

What the industry is facing:

- Traffic is becoming harder and more expensive to acquire
- Affiliates have limited control once they send players to an operator
- Poor retention can reduce the value of traffic for both affiliates and operators
- Data and transparency between affiliates and operators remain a challenge
- Focusing too heavily on FTDs can overlook long-term player value
Changes in Google, ChatGPT and search behaviour are pushing affiliates beyond traditional SEO

What this conversation explores:

- How CPA, RevShare and hybrid affiliate models could evolve
- Why affiliates may become more like media businesses across multiple channels
- How affiliates and operators could work together on CRM and player reactivation
- Why long-term player value should matter more than FTD volume
- How AI could support retargeting, A/B testing and tracking
- What new affiliates should focus on when entering the market
- How affiliates test new markets and decide where to invest

Brought to you by:
Evoverse
Wicked Games

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Hosted by Surya Palli
Connect: https://www.linkedin.com/in/suryapalli28/
For podcast sponsorship and collabs: surya@igamingrealtalk.com
Check out igamingrealtalk.com
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Chapters

01:18 - Paul Puolakka Joins iGaming Real Talk
01:40 - Are CPA and RevShare Models Changing?
02:25 - What Happens to Traffic After Acquisition?
03:01 - Affiliates, CRM and Player Retention
03:36 - Why Player Value Matters More Than FTDs
04:19 - How AI Could Change Affiliate Workflows
05:19 - Advice for New Affiliates
05:55 - Finding and Testing New Markets

Episode 80 of iGaming Real Talk with Paul Puolakka, iGaming Marketing Executive.