Royal Partners recently had the pleasure of interviewing Tero Paivarinta, a true expert and legend in the affiliate marketing and iGaming space. With years of experience and countless successes, Tero has made a significant impact on the industry. This interview marks the beginning of a unique series where we’ll be talking to some of the most influential figures in iGaming, diving deep into their stories and insights.
You can listen to the full interview on our podcast.
RP: Hello, everyone! We’re Rodion and Ilya from Royal Partners, and today we’re excited to launch our first-ever podcast! It’s not just any podcast; we’re focusing on something quite niche, and we’re starting with a legend in affiliate marketing. So, let’s dive right in. Tero, welcome! We’re thrilled to have you.
Tero: Thank you, guys! It’s great to be here, especially for the very first episode. Let’s make it a great one!
RP: Definitely! To kick things off, Tero, can you give us a brief introduction about your career and how you found your way into the iGaming industry?
Tero: Sure! My career in iGaming began back in 2006. It all started when I was living in England, trying to improve my English, doing all sorts of random jobs. One day, I came across an online job listing for customer support at a company called Expect, based in Malta. At the time, I had no idea where Malta was, so I had to Google it! A month later, I was on a plane, heading to Malta for a completely new adventure.
At Expect, I was the only Finnish customer support agent, which was challenging but rewarding. The team was international—we had Norwegians, Russians, Hungarians, Greeks, you name it! It was a great environment to learn. I got to dive into everything from sports betting to poker, casino games, and bingo. Honestly, working in customer support was the best way to understand the players’ needs and what makes a good product, because you’re dealing directly with the customers.
RP: So you essentially went straight into the deep end with customer support! That must have been quite the learning curve.
Tero: Exactly. It really was. Working in customer support gave me a unique perspective. I got to see first-hand how different people interact with betting and gaming products, which was an invaluable experience. Plus, many of my colleagues from that time have moved up in the industry—some are CEOs, heads of affiliates, and founders of successful companies now. It was a special time.
RP: That’s amazing. It sounds like a solid foundation. Let’s talk a bit about Malta. Coming from Finland, which is cold most of the year, how was it adjusting to life on a sunny island?
Tero: The weather was definitely a shock at first! I was living in Newcastle, which is even colder and rainier than London, so moving to Malta was like stepping into another world. Suddenly, I went from wearing jackets every day to sandals and shorts for most of the year. But it wasn’t just the weather—the lifestyle, the culture, everything was different. It didn’t take long to fall in love with it though. Malta is a special place.
RP: You’ve come a long way from customer support to your current role as Head of Affiliates. Can you walk us through that transition?
Tero: Yeah, it’s been quite a journey. After a few years in customer support, I started taking on more responsibility. Eventually, I transitioned into affiliate management. One of the key roles that shaped my career was at Mr. Gamble, where I managed over 800 affiliate accounts. It was an intense but rewarding experience. We had 80 to 120 active accounts at any given time, and that’s where I really learned the ins and outs of affiliate management.
Working at Mr. Gamble was especially useful because it gave me the chance to see how different operators work, and how affiliates interact with them. Now, as the Head of Affiliates, I apply all that knowledge to help build strong partnerships and make sure our affiliates get the support they need.
RP: Managing 800 accounts sounds like a massive task! What were some of the biggest challenges you faced in that role?
Tero: The biggest challenge was staying organized and keeping up with everything. With that many accounts, it’s easy to get overwhelmed. But the key is building good relationships with your affiliates. If you understand their needs and goals, it makes everything else easier. Another challenge was handling all the different markets we were involved in. Each region has its own specific regulations, player behavior, and marketing practices, so you have to be adaptable.
RP: Speaking of different markets, you’ve been working in this industry for over 18 years. Do you think it’s important to change companies every few years to advance in your career?
Tero: It really depends on your personal goals and the company you’re with. For me, I’ve tended to switch companies every three years or so because I like to keep learning and facing new challenges. If I feel like I’m not growing in a particular role or the company isn’t progressing, then it’s time for a change. However, I know many people who stay in one place for much longer and thrive. So, it’s about finding what works best for you.
RP: You also mentioned that you’ve been involved in teaching affiliate courses. What led you to that, and how has the experience been so far?
Tero: Yes, I’ve been working with the iGaming Academy, teaching courses on affiliate management. It all started because I saw a need for proper education in the affiliate space. Many companies are hiring affiliate managers who don’t have the experience needed to succeed in this field. These managers often struggle because there’s a gap between what the company expects and what they know. I wanted to help fill that gap.
At first, teaching was a bit nerve-wracking, but after a couple of sessions, it became more natural. The course usually has about 16 participants, ranging from affiliate managers to CMOs and even company founders. We go through technical aspects, like affiliate program management, and I share real-world examples from my own experiences.
RP: That’s awesome. It’s great to hear about initiatives like that, especially as the industry keeps growing. Let’s talk strategy—how do you approach finding new affiliates?
Tero: Networking is key. You have to constantly expand your network. I use tools like DeepCI and humble.io to analyze markets and find potential affiliates, especially in specific regions like Canada. LinkedIn is also a fantastic tool for reaching out to potential partners. And, of course, industry events are goldmines for finding new affiliates. You have to be proactive and stay on top of the market trends.
RP: So, a lot of it is about building relationships and staying visible, right?
Tero: Exactly. Building trust with affiliates is crucial. If they know you’re reliable and can provide value, they’ll be more likely to work with you. It’s also important to be transparent about what you offer. Whether it’s using the right tools or maintaining good communication, trust is what keeps those relationships strong.
RP: You’ve been in the iGaming world for almost two decades now. How do you see the future of affiliate marketing?
Tero: I think the future is going to be more focused on automation and data-driven decision-making. Tools like DeepCI are helping us optimize campaigns and track affiliate performance more efficiently. We’ll see more companies investing in automation to handle the day-to-day tasks, while the personal relationships and strategy side will remain as important as ever. There’s also going to be a bigger focus on education as the industry grows, and new affiliate managers will need proper training to succeed.
RP: That’s an exciting outlook. One final question before we wrap up—what advice would you give to someone just starting out in affiliate management?
Tero: Be curious and always willing to learn. This industry evolves quickly, so you need to stay adaptable and be open to new tools, strategies, and markets. Also, focus on building strong relationships. The better you understand your affiliates and their goals, the more successful you’ll be.
RP: Fantastic advice! Tero, thanks so much for sharing your insights. We’ve learned a lot, and I’m sure our audience will find this incredibly valuable.
Tero: It was my pleasure! I’m glad to have been part of your first podcast, and I’m looking forward to seeing what you guys do next.