At the iGB Barcelona 2025 conference, Jeremy Castillo Sales Head, EU Affnook talked with Alessandro Gherardi, Co-Founder and Director of Fomento.Agency, this interesting conversation was part of Nooktalks, where industry leaders share hands-on experiences, stories of their growth, and sincere opinions about the direction of performance marketing.
The iGB Barcelona conference is known for gathering a large number of affiliate and iGaming professionals, serving as the destination for building connections. In the middle of business meetings and technology booths, Alessandro shared his perspective on industry trends, the challenges related to affiliates, and why transparency builds long-term relationships.
A Glimpse into FOMENTO Agency and Its Journey
Alessandro started by introducing his company Fomento, that has a strong reputation in LATAM markets and also expanding across Europe and India. Their focus is on helping affiliates and operators connect through quality traffic, transparency, and innovation.
Alessandro said “We’re an affiliate network targeting LATAM. We specialize in the region, but we also have strong traffic from Europe and India. We’re here at iGB looking for partners especially operators and affiliates who share our values and vision.”
Over the years, FOMENTO has become known for its hybrid approach — combining in-house media buying with affiliate partnerships to drive performance. This dual strategy allows them to maintain flexibility and control over the quality of their traffic.
The Growth of the LATAM Market
One of the major highlights of the conversation was the discussion around the Brazilian market, which has been rapidly evolving with new regulations coming into play. Alessandro shared how these changes are influencing affiliate strategies and operations in the region.
“For Brazil, things are changing fast,” he said. “We’re currently setting up a local company there — with a VAT number — because that’s now necessary to work with regulated partners. We’re also training our affiliates to follow the right guidelines, like not promoting bonuses or underage players.”
His emphasis on compliance and responsibility reflects a larger shift in the industry — affiliates and networks are now prioritizing sustainability and integrity over short-term gains. “Transparency and honesty are key,” Alessandro added. “That’s how we build trust and long-term success.”
Barcelona vs. London — The Conference Experience
When asked about his thoughts on iGB Barcelona compared to ICE London, Alessandro had nothing but positive feedback.
“Barcelona is a fantastic venue — warm, big, and lively. London is great, but in February it’s freezing!” he laughed. “Here, you feel the energy, the people, the conversations — it’s inspiring. Plus, the organization this year has been really impressive.”
It’s not Alessandro’s first time at these global events either. Having attended multiple iGaming conferences including SiGMA, SBC, and Affiliate Meetups across different continents, he understands the importance of these gatherings. “We move around a lot,” he said. “It’s essential to stay updated, meet partners face-to-face, and exchange ideas. These events keep the industry alive.”
The Balancing Act: ROI, Quality, and Payouts
A major topic Jeremy brought up was one that’s being discussed widely across the affiliate industry — the decline in ROI for operators and the rising demands from affiliates.
“Many affiliate managers tell me that every year, ROI is shrinking while payouts are increasing,” Jeremy noted. “Do you think the market will balance itself out, or will it become unsustainable?”
Alessandro’s response was practical and honest.
“Yes, we’ve noticed this trend too,” he admitted. “There are some really high — even crazy — payouts being demanded these days. But often, the traffic quality doesn’t match those payouts. I think it depends on what kind of operator you are. If you’re a new operator looking to sell your business, you might focus on volume — building a big player database. But established operators look more at ROI and long-term value.”
He added that while money is important, the real value lies in relationships. “When operators grow big, some stop working with affiliates, thinking they don’t need them anymore. But that’s not good for the ecosystem. We believe in keeping partnerships strong. When the relationship is good, money will follow.”
Building Partnerships that Last
Throughout the interview, Alessandro emphasized one key point: partnerships built on trust and transparency always win.
FOMENTO’s philosophy revolves around long-term growth — not just for themselves, but for their partners too. “We value relationships. We prefer to work with people who share our mindset — who understand that results take effort and collaboration,” Alessandro said.
The company invests heavily in affiliate education, helping partners understand local regulations, improve traffic quality, and adapt to market shifts. “We also generate our own traffic through PPC and content marketing, so we know what affiliates go through. It helps us stay realistic and supportive,” he added.
Adapting to a Changing Industry
The affiliate marketing industry is going through a lot of changes in regulations, increasing competition and better technology so it is important to adapt to these changes . Alessandro believes that the next few years will be all about innovation and authenticity.
He said that “We’ll see more focus on compliance, localized content, and responsible advertising,”. “But most importantly, we’ll see more collaborations ,affiliates, operators, and tech providers working together to make smarter ecosystems.”
He also mentioned how conferences like iGB Barcelona are shaping this evolution. “When you meet people in person, it builds trust, you can’t replace that with online calls. That’s why these events are so important.”
Final Thoughts
The conversation with Alessandro Gherardi was not just about business. It was about meeting people and building partnerships. His journey from building an affiliate network in LATAM to expanding globally shows what’s possible when you apply the right strategy with passion.
As the iGaming industry continues to expand in markets like Asia, Africa, and Latin America, leaders like Alessandro are setting an example of how to balance innovation with responsibility.
At the end Jeremy thanked Alessandro for his insights and wished him continued success. “If the relationship is there,” Alessandro concluded, “the money will follow.”
That is a simple yet powerful reminder that in the fast moving world of affiliate marketing, trust and transparency remain the real currency.
