At IGB Live Barcelona 2025, one of the highlights of the second day was a lively conversation between Mukul Kaushik, Chief Revenue Officer at Affnook, and John Wright, Co-founder of StatsDrone. The discussion touched on John’s impressive journey in the iGaming industry, the latest SEO and affiliate marketing trends, and what affiliates can do to stay competitive in an ever-changing landscape.
A Veteran in iGaming
John Wright is no stranger to the iGaming world. With more than 24 years of experience, his background in engineering, affiliate management, and marketing has allowed him to spot problems that others often overlook — and more importantly, to build solutions for them. Today, as Co-founder of StatsDrone, he’s leveraging his expertise to create tools that simplify data, help affiliates operate more efficiently, and ultimately solve the challenges the industry still faces.
As Mukul put it during the interview, John is one of the “inspirations” for starting this very video series — a recognition of how much value John’s work brings to the iGaming community.
SEO Trends in 2025
When asked about the key SEO trends in 2025, John shared two powerful insights:
- Websites need to become products
According to John, Google is increasingly rewarding websites that are more than just content repositories. If a website behaves like a product — providing tools, interactivity, or clear user value — it stands a much better chance of being seen as legitimate by search engines. - Media-first strategies are gaining importance
Attention spans are shrinking, and audiences are consuming content differently. John stressed that video and audio formats, including podcasts, are becoming vital for capturing attention and building trust. In his words, “It’s very difficult to fake conversations like these,” pointing out that authentic, media-driven engagement is now a core signal Google and users look for.
Why Streamers and Media Matter
John also highlighted the rise of streamers in the iGaming ecosystem. These creators often operate small teams but generate massive revenues by connecting directly with their audiences. For affiliates and operators alike, this trend shows the growing importance of authentic, media-driven engagement. It’s no longer just about static websites — it’s about creating experiences that feel real and interactive.
Building the Right Product as an Affiliate
Mukul then asked a practical question: How can affiliates decide what product to build or promote?
John’s advice was simple but effective:
- Do your research. Look at what successful affiliates and streamers are already promoting. If established sites like Casino.org or other top affiliates give prime space to certain operators, chances are those brands convert well.
- Reverse-engineer success. Using tools like Ahrefs, affiliates can dig into competitor websites and see what drives their traffic and revenue.
- Leverage AI for insights. John predicted that very soon, AI will take over much of the heavy lifting in competitor and market analysis. Instead of spending hours analyzing data, affiliates will be able to input their goals and let AI provide personalized recommendations.
This mix of traditional research and cutting-edge technology, he believes, will be the future of smart affiliate marketing.
Who StatsDrone Works With
StatsDrone, John’s company, primarily works with iGaming affiliates, but also collaborates closely with affiliate platforms and operators. These conversations, John said, are where “the magic can happen.” Affiliates often provide valuable feedback on what tools or features would help them grow, and StatsDrone uses that feedback to continuously evolve its offerings.
What sets StatsDrone apart, according to John, is its focus on dynamic variables — providing affiliates with flexible, customizable ways to manage campaigns and performance tracking. This adaptability is crucial in an industry where regulations, technologies, and audience behaviors are constantly shifting.
Collaboration Over Competition
One of the strongest themes that came out of the discussion was the importance of collaboration. John emphasized that while affiliates, operators, and platforms may all have different goals, progress happens when they work together. By sharing insights, feedback, and solutions, the entire iGaming ecosystem can advance more effectively.
A Human Touch in a Tech-Driven Industry
What made this conversation special was not just the technical insights but the human side of it. John’s passion for problem-solving, combined with Mukul’s curiosity and genuine admiration, created an engaging dialogue. It reminded everyone that while iGaming is powered by technology, at its core it’s still about people, relationships, and shared learning.
As Mukul closed the interview, he reminded affiliates and operators that John is a well-known voice on LinkedIn and always open to meaningful conversations. Anyone looking to optimize campaigns or simply learn from one of the most experienced professionals in the space would do well to connect with him.
Looking Ahead
The session at IGB Live Barcelona 2025 was more than just an interview; it was a roadmap for affiliates and marketers navigating 2025 and beyond. The takeaways were clear:
- Treat your website like a product.
- Invest in media and authentic engagement.
- Use AI and data tools to uncover smarter strategies.
- Collaborate with others in the ecosystem.
As iGaming continues to evolve at a rapid pace, voices like John Wright’s provide not only perspective but also inspiration to keep innovating, adapting, and moving forward.
For affiliates, operators, and platforms alike, the future is full of challenges — but also packed with opportunities. And conversations like these remind us that the best way to navigate it all is together.
