At IGC Malaga 2025, hosted by Affpapa, discussions focused on innovation, data transparency, and the progressing affiliate landscape. Among many notable voices was Viggo William, Commercial Lead at Humbl.ai.
In his conversation with Jeremy Castillo, Head of Sales at Affnook, Viggo shed light on how their technology is transforming the work of affiliates and operators in navigating PPC and SEO environments.
Understanding Humble.ai’s Edge
Humble.ai operates at the junction of paid search intelligence and SEO affiliation, offering a unique convergence point for both affiliates and operators in iGaming.
“We cover the Google and Bing PPC climate within iGaming on an hourly basis,” Viggo explained.
“Our platform tracks dozens of industry keywords across multiple markets in real time”, he explained. This gives the users a deep understanding of who is bidding on the brand, which advertisers dominate certain keywords, and how competitive the ad landscape looks daily.
Further, Viggo also gave a description of a feature called ‘Top List Module.’ It takes the product a step further and helps the operators plan market entries more efficiently. He explained its operation by taking Vietnam as an example.
If an operator wants to expand in Vietnam, instead of manually running endless Google searches, they can simply put in the market name on Humble.ai. This will show results to all relevant SEO affiliation sites worth being listed on.
“And if you’re already listed, we’ll track your positions every day. No one can move your brand without your notice.”
This is what makes Humble.ai a necessary partner for performance-driven brands.
Why IGC Malaga 2025?
When asked whether it was his first Affpapa conference, Viggo shared that it was Humbl.ai’s first time attending such an event.
Like fellow attendees such as Amigo Gaming, Viggo too believed that “It’s a smaller venue, but the vibe is great.” This close-knit environment also encouraged a sense of enthusiasm and keenness among them.
This positive aura is great for developing connections and for the exchange of ideas among the industry representatives.
Viggo further highlighted the importance of attending such global events for Humbl.ai.
“We’ll be at IGB London next, and my colleague is heading to Manila soon. We try to attend as many conferences as possible.” He reasoned his statement by highlighting how their work is digital and meeting with clients face to face adds a new whole layer of trust and connection.
Predictions and Trends for 2025
Talking about the year ahead, Viggo described the iGaming industry as “dynamic as ever.”
He elaborated on the idea by describing how everything keeps evolving. Google keeps changing, new affiliates emerge early, and regulatory shifts continue to shape the market.
iGaming, however, he believed, will be here to stay because it’s part of human behaviour.
Viggo also further talked about the affiliation trends as a separate niche, as he pointed out the subtle yet important shift in user behaviour.
With the prevalence of LLMs, search traffic has started to come through ChatGPT.
At the same time, new traffic sources are also appearing, he highlighted,” Social, pop-under, SMS, and email campaigns are becoming stronger alternatives as PPC becomes less reliable.”
Wrapping it Up
The conversation ended as Viggo talked about the importance of adapting to the changing times. He stated, “There will always be new things coming up, and if you don’t adapt to the new tomorrow, you won’t be able to last long.”
Hence, it is important to be open to all types of sources and resources, ‘especially when the price is right.’
As technologies like Humbl.ai continue to shape how affiliates and operators work, people like Viggo act as a reminder that curiosity and flexibility are the key to long-term success.
