Martin Černý, CEO of Boomerang Partners: how igaming affiliate partnerships could change by 2031

Boomerang Partners CEO Martin Černý expects personalised commercial terms, greater automation and stricter compliance to reshape iGaming affiliate partnerships by 2031.

Opinion.- The next five years could fundamentally change how affiliate programs operate in igaming. The industry is moving towards more personalised commercial terms, greater automation and tighter compliance standards, while new monetisation models are gaining attention. Martin Černý, CEO and sole owner of Boomerang Partners, an affiliate gambling & betting marketing agency, shares his perspective on five key trends that could reshape the igaming affiliate industry by 2031.

Will fixed CPA and RevShare deals still make sense for affiliates five years from now?

I think they’ll remain relevant, but agreements could become more flexible. Commission rates may increasingly depend on traffic quality, player lifetime value, retention rates and the history of the partnership. Automated systems could adjust these terms as performance data changes. Partners who consistently deliver strong results may then receive better terms without repeated negotiations.

How much of an affiliate manager’s job could AI realistically take over?

Quite a lot of the routine work, I think. Performance monitoring, traffic analysis, anomaly detection and reporting could all become increasingly automated. That would help managers spot problems earlier and find ways to improve results.

They could also spend more time on complex cases, strategic decisions and working directly with partners. Negotiations and disputes still require human judgement and industry experience. Building long-term relationships also depends on understanding each partner’s business.

Could compliance become as important as traffic performance when operators choose affiliate partners?

I expect affiliate verification and traffic transparency to become more important in regulated igaming markets. Operators may pay closer attention to promotional methods, traffic sources and compliance history.

Strong acquisition figures may no longer be enough. Even affiliates with good results could lose access to established operators if they fail to meet compliance expectations. That’s why it’s worth reviewing acquisition practices, documenting traffic sources and keeping up with regulations in target markets.

Will smaller affiliates still be able to compete with larger players in five years?

It could become harder, especially for those who depend on third-party traffic and have limited access to data or technology. Larger companies have more resources, established audiences and better analytics. They could strengthen their positions through acquisitions and partnerships.

But size isn’t everything. Niche affiliates with loyal audiences and reliable first-party data could still compete. Better analytics and audience management tools may help them stay independent. Others may decide to join larger networks or combine resources. We may see a more concentrated market as a result.

What other ways could affiliates make money beyond CPA and RevShare?

Subscription services, data partnerships and co-branded products could open up new revenue opportunities, especially for affiliates with established audiences. Traditional commission models will probably remain relevant, but I expect commercial relationships to become more varied.

Larger affiliates may also get involved in joint product development or audience engagement projects with operators. These arrangements would need clear agreements on data use, responsibilities and revenue sharing. Affiliates that can offer audience insights, technology or specialist expertise could be in a stronger position to negotiate.

What should affiliate programs be doing now to prepare for these changes?

We at Boomerang Partners believe the most successful programs will be those that understand their partners, use technology effectively and remain flexible as the market develops. That means reviewing commercial terms, technological capabilities and compliance processes to see where changes may be needed.

Decisions made today should take the next several years into account. Current performance matters, but it won’t tell you everything about how well a business is prepared for the future.