In this episode of Nooktalks, a video interview series by Affnook, we had casual talk with Heleen Lambrecht, who heads up partnerships at a company called Clovio, right at the big iGB conference in Barcelona. Clovio runs different websites—some about gaming, some giving reviews, and some about finance.
Heleen gave us the inside scoop on what really matters to an affiliate like her, and it all comes down to simplicity and speed in tracking their results.
Meet Heleen and Clovio
Heleen is in charge of making partnerships work at Clovio. They are a media affiliate, which means they run many websites to guide people. They have sites in the gaming world, but also sites like Best Reviews.net for general products and others for money and finance advice.
Conferences like iGB Barcelona are crucial to Clovio’s business. This specific event is one of the biggest and most important yearly gatherings for the iGaming affiliate world, connecting thousands of professionals—affiliates, operators, and tech providers—to network, learn, and strike new deals. It’s a key place to build the trust-based, face-to-face relationships that fuel growth in this fast-paced industry, which is why Heleen travels to attend. These live meetings are where they solidify the deals that the tracking platform will later measure. They use the conference to talk strategy, understand new market rules, and ensure partners are aligned before sending a single click—it’s the human engine behind the data.
The Affiliate’s Must-Haves in a Tracking System
When Clovio looks at a tracking platform like Affnook, they aren’t looking for complicated gadgets. They want things that help them do their job better and faster. Here’s what Heleen said is most important:
- See Everything Live: The biggest need is to have live Tracking. They can’t wait for new data. If a marketing campaign is performing well or not they need to know that right away so they can make changes.
- Clear and simple dashboard: Heleen wants to see “everything decently in one place.” This means all the important numbers should be on one screen:
- Net money earned.
- Number of people who sign up.
- First-Time Depositors, the people who actually put money in.
- How valuable each player is over time.
- No more jumping between different reports!
- Easy Connections: The tracking system must “have a good connection with other systems” they use. If the systems talk to each other easily, work is faster and there are fewer mistakes.
Simply put, Clovio needs a tracking platform that is quick, clear, and easy to connect with the rest of their business. It’s all about getting the right information at the right time to make smart decisions.
What This Means for the Industry
Heleen’s simple requests actually show a big change in the iGaming world. Affiliates are getting smarter. They don’t just want to count clicks; they want to know the real value of the customers they send. This focus on clear, real-time data means the industry needs to be more honest and transparent.
For successful partnerships today, technology should make the relationship easier and more trusting, not harder.
