The Affpapa iGaming Club held in Malaga this year drew industry professionals in large numbers this year. A major topic of discussion, of course, was how market growth is tied back to effective marketing.
Among such professionals was Madeline Liautaud from Casumo. She, in her conversation with Jeremy Castillo, Head of Sales of the Affnook team, shared her insights on her work, the company’s goals, and her outlook on the iGaming industry.
Leading the Affiliate Team at Casumo
Madeline Liautaud has been working at Casumo for over a year, where she oversees the team of affiliates. Her role revolves around managing key partnerships and expanding across multiple markets.
“We have a team of dedicated affiliate managers who look after different markets,” she explains. “We’re also looking to expand our traffic and reach.”
Before taking a look at Casumo’s market reach, it is first important to understand the company.
Casumo: A Fun First Platform
Casumo is an online gambling brand based in Malta. They operate in the regulated iGaming industry by offering casino games, live casino services, and sports betting in some markets.
Casumo markets itself as more than a traditional casino by using branded concepts like the ‘umoverse’ and by offering features such as a leaderboard and missions, which enhance the engagement of the platform.
What makes Casumo different is that they have positioned themselves as a “fun first” platform, which makes it come across as playful rather than purely transactional.
Key Market and Growth Priorities
When asked about the geos they have captured or the ones that they aim to capture, Madeline highlighted that their major market remain in the UK and Canada. The company is further prioritizing expansion in Spain and New Zealand, alongside established interests in Finland and Sweden.
Building Relationships with Affiliates
Madeline shared that she prioritises working with PPC affiliates because they are easy to work with. “I have a good relationship with them and always get great results”, she added.
She appreciated their reliability and the transparency of their performance and further stated, “I like to monitor their traffic as it’s fast, easy to review, and I trust the outcomes.”
This is because, with the help of PPC partnerships, performance metrics such as clicks, conversion rates, and ROI can be tracked with precision. All of this helps in streamlining communication and decision-making.
In an industry as fast-paced and competitive as iGaming, this sense of trust-based relationship becomes necessary. This is what helps Casumo’s affiliate team maintain a sense of swiftness while expanding into new markets.
First Impressions of IGC Malaga 2025
Madeline revealed that this was her first IGC Malaga Conference, and she claimed to be enjoying it thoroughly. “So far, it is absolutely lovely,” she described. “Everyone is approachable, friendly, and I am really enjoying my time here.”
Conferences don’t necessarily have to be large-scale and strictly business-focused. A comfortable environment to share thoughts makes events and the idea of networking fruitful and meaningful. This is exactly what the purpose of conferences like IGC Malaga 2025 is.
Predictions for the Future of the iGaming Industry
When Jeremy asked Madeline about her opinions and predictions of the iGaming market in 2025, she started by talking about the challenges.
“Affiliation is challenging because of Google updates, as well as the pricing that is going up.”
However, she remains optimistic about the future because the industry is teeming with great professionals who always find ways to expand and collect.
What Does an Ideal Affiliate Platform Look Like?
As an affiliate manager, Madeline has experience of working with different affiliate platforms. Hence, when asked what an ideal affiliate platform should be like, she highlighted the importance of intuitiveness in such platforms.
Some platforms offer a lot to learn because they are complicated. The platform should be such that the user is able to understand its working easily without having to go through a lot of training.
It is important, hence for a platform to offer comprehensive reporting. A platform that offers clear insights into traffic sources, conversion metrics, and ROI through such reporting makes it easier for affiliates to operate.
So, for Madeline, an ideal platform should not just bring ease but also detailed insights from the campaign.
Wrapping it Up
Madeline Liautaud’s insights at the iGaming Club Malaga 2025 highlight her sense of practicality and her expertise in the field. Through the conversation, it can be deduced that her perspective is mostly inclined towards transparency and efficiency.
The fact that Casumo is expanding across markets and continues to grow while staying adaptive at the same time shows how a strong vision can lead to growth in the fast-paced, ever-evolving iGaming market.
