Industry events often spark meaningful stories and SBC Lisbon, 2025 was one of them. It brings together industry leaders, founders and marketers from across the iGaming ecosystem. Among these conversations, Jeremey Castillo, Head of Sales at Affnook sat down with Edmundo Lalo, Head of Business development at Loomie, exploring his professional journey, changing dynamics of the iGaming industry and the evolution of digital marketing.
Who is Edmundo Lalo? An Inside look at Loomie
Edmundo is head of business development at Lommie, a rising digital marketing agency focused on iGaming. He co- founded the company with his brother after gaining hands- on experience in the industry.
Loomie helps iGaming brands grow by blending in-house media buying with expert affiliate management. They specialize in scaling iGaming brands across the globe, whether its European territories or LATAM, Africa and the US Sweeps market.
Further, Edmundo explains Loomie operates both as an agency and a dedicated affiliate partner.Their in- house teams execute media buying across platforms like PPC, social media and display ads while also managing networks of affiliates to scale client campaigns. This dual approach gives them a sense of flexibility and work on what actually drives performance. This makes very evident that where the iGaming industry is heading, less rigid, more collaborative and driven by results.
A look at Loomie’s Global Strategy
One of the great aspects of Loomie is their geographic foresight. While they remain experts in Tier 1 European Countries, they are expanding themselves in LATAM, Africa and the US.
Edmundo highlighted that sweepstakes model is gaining massive attention in the industry, something to which Jeremy also agrees, he noticed sweepstakes models reflected in almost every conversation he gets into.
By chasing these new formats and regions, Loomie is actively positioning itself towards something where the demand is higher and not just following up trends. Edmundo shared that Loomie’s expansion comes from closely gauging at market behaviour rather than just experimenting things on a whim. Every region has its own regulations, audience dynamics and acquisition challenges therefore they crafted personalised strategies rather than one-size-fits all mindset. This helped Lommie in increasing its performance and efficacy.
A look back: How Edmundo navigated his early career
Edmundo’s journey is a classic example of starting from the scratch and often proves to be a great starting point to one’s career. Back in 2020, he joined an affiliate network as their very first employee. He did not have any sort of job description, he just used to do everything all at once. At times he used to handle business development and the very next he was diving into finance or operations. This gave him an opportunity to learn everything hands- on.
This early experience gave him insights on how the affiliate and iGaming industry actually works. After a few years of honing his craft, he realized that he was ready to build something of his own. He called his brother with a simple realization: “We need to start something.” That leap of faith was the beginning of everything Loomie is today.
Building Loomie
After years of watching the industry evolve and understanding how everything works, Loomie came into place. Loomie wasn’t built overnight, it was built after conscious learning and several trial and errors. The team realized that most partners only understood one side of the coin, Loomie changed that by blending media buying expertise with smart affiliate management.
Today, Loomie is growing exponentially, gaining attention from operators, affiliate managers and industry professionals across the globe. Events like SBC Lisbon are key to that successful journey, they’re where you swap ideas, build stronger ties, and keep up with the industry’s fast changes.
Looking Ahead & Final Thoughts
As the chat wrapped up, there was real excitement about what’s next. Jeremy shared how excited he is to watch Loomie keep growing and looking forward to catching up with Edmundo at the upcoming events in Rome.
After all, this conversation clearly highlights big budgets and traffic numbers aren’t the primary factors that are going to drive success in iGaming. Instead it is also about understanding the ecosystem, how it exactly works, building solid relationships and having the guts to take a leap of faith when an opportunity comes up.
This chat shows behind every thriving company there is a very real human story. Edmundo’s journey from a first employee at an affiliate network to a co-founder of Lommie captures the bold entrepreneurial mindset that’s pushing the iGaming industry ahead.
