Unlocking the secrets behind iGaming expansion
In the fast-paced, tech-driven world of iGaming, where regulations and innovation clash in a high-stakes environment, leaders don't just follow trends—they set them. Marcin Kumiega, Voluum's Business Development Director and a leading ad tracking platform maestro, is one such trendsetter. From addressing attribution challenges to embracing AI-driven tools, his insights shed light on the ever-evolving strategies of iGaming operators.
In an exclusive sit-down with SiGMA News, Marcin shared his thoughts on the sector's challenges and opportunities, highlighting AI's disruptive force and the critical need for transparency in tracking. This article delves into his vision for emerging markets, technological gaps, and the dynamic future of iGaming.
Finding Opportunities in the iGaming Shift
Marcin didn't beg for iGaming world domination. His role at Voluum revolved around multi-vertical affiliate marketing, focusing on paid media campaigns across sectors like dating apps and sweepstakes. Drenched in media buying technologies, he mastered optimizing campaigns and deciphering complex tracking systems.
However, during the 2020 ICE London conference, serendipity struck. Engaging with operators, Marcin spotted a wide-open opportunity. Many operators were grappling with the basics, such as the difference between pixel tracking and server-to-server postbacks. These methods securely allow operators to track user activity without privacy law violations, like GDPR.
What seemed routine to Marcin was revolutionary to many. Operators needed scalable, transparent tracking systems to keep pace with developing markets. Seeing this gap, he channeled his expertise to tackle the specific challenges of the iGaming sector.
The transition from multi-vertical client to iGaming ace was organic. Solutions designed for multi-vertical clients aligned with iGaming's growing demand for precision in tracking and attribution. Marcin spearheaded this shift, positioning himself at the forefront of a new wave. By tailoring his approach to iGaming's needs, he opened doors to partnerships with operators eager to embrace technological innovation.
"We didn't plan this change initially," Marcin admitted, "but it became clear the industry needed what we could offer. As we worked with operators, our perspective evolved too."
Marcin's ability to identify market gaps and deliver solutions underscores the importance of adaptability in a fast-changing industry. His journey exemplifies how professionals can pivot and adapt to new sectors while staying true to their expertise. By seizing opportunities, he brought attention to a fundamental issue lingering across the sector—the technological gaps holding back many operators.
Closing the Technology Gap in iGaming
iGaming operators are confronted with numerous challenges, but a pressing issue is the technology gap that's hindering their potential. While other industries push innovation boundaries, many iGaming operators grapple with foundational concepts. Embracing change to overcome iGaming's technology gap is an urgent necessity.
"Technologically, the industry is catching up," Marcin observed. "Operators are realizing the gap and have the resources to close it, but for years this gap held back progress." At Voluum, Marcin and his team adapted multi-vertical tools to meet iGaming's unique demands, helping operators streamline strategies while maintaining regulatory compliance.
Take MaxBet, a regulated iGaming operator in Romania, for example. Despite complex data consolidation from sources like Google, Facebook, and partner traffic, MaxBet achieved a 25% year-on-year growth in registrations and first-time deposits (FTDs), giving them a competitive edge in a highly regulated market.
Partnerships have been crucial. Team-ups with industry leaders like MediaTroopers, Income Access, and NetRefer established API integrations for seamless data sharing between operators and affiliates. These integrations have boosted transparency and efficiency, setting new industry standards.
Educational initiatives have accelerated tech adoption. The webinar "Building Trust and Optimizing Channels: The Power of Postback Data in iGaming," hosted with Income Access and MediaTroopers, showcased the value of transparency and data-driven decision-making. "These collaborations are about raising tech standards across the industry," Marcin explained.
Attribution remains a considerable barrier. Despite advancements, iGaming still operates in what Marcin terms the "Bronze Age" of tracking. Last-click attribution, though flawed, is a necessary evil for many operators, attributing conversions to the final ad interaction and neglecting the broader customer journey.
The monopolies of big tech players like Google and Facebook compound the challenges. "No one is willing to share all the data," Marcin noted. "They want to keep as much of the pot as possible, leaving operators and tech companies to work with fragmented attribution models."
The consequences are far-reaching. Without accurate tracking, operators struggle to optimize user acquisition strategies, making it difficult to spot fraudulent activities and inefficient ad spending, leading to costly inefficiencies.
However, emerging tools are stepping up to bridge these gaps. Server-to-server postbacks are becoming trusted solutions for data accuracy and GDPR compliance, enabling secure and transparent tracking systems that help operators refine strategies, focusing on profitable channels and eliminating guesswork.
"This is where we can make a real impact," Marcin said, "by leveraging secure and transparent tracking systems, operators can fine-tune strategies and concentrate on profitable channels, eliminating uncertainty."
By engaging with programmatic networks and tech innovators, iGaming is moving toward more robust attribution models. The ultimate goal: create a transparent ecosystem empowering operators and affiliates alike. As operators strive to close the technology gap, new tools and innovations, particularly AI, are reshaping the way they approach growth.
Harnessing AI for the Next Era of iGaming
Artificial intelligence is transforming industries worldwide, and iGaming is no exception. For Marcin, AI's rise represents both a challenge and an opportunity, prompting operators and affiliates to rethink established strategies.
In iGaming media buying, where numerous programmatic ad networks and demand-side platforms compete alongside heavyweights like Google and Facebook, data volume skyrockets. Success depends on processing this data to make informed decisions—often beyond human capacity. AI offers a transformative solution, analyzing vast datasets to provide actionable insights and 'hints' that optimize campaigns and help teams manage resources effectively. Voluum is eyeing this frontier with plans to integrate AI-driven tools into iGaming growth strategies by 2025.
Black Hat strategies, employed by less scrupulous operators to manipulate search engine results or skirt restrictions, have long been a thorn for compliance advocates. With AI detecting and neutralizing these tactics, the industry is moving toward more transparent, legitimate traffic channels. AI's ability to promote transparency while redefining player safety using neuroscience is another intriguing development in AI advancement.
This disruption is a welcome change for firms that abide by regulations. Programmatic networks and transparent ad tech solutions stand to thrive as operators move toward more robust attribution models. "AI has ratcheted up the bar for transparency," Marcin noted. "It's pushing us to operate more ethically, providing new tools to optimize media buying and attribution."
"We've all noticed the disruption," Marcin shared, "by Q2 of this year, AI had already affected SEO and disrupted traditional traffic acquisition approaches. It nearly eliminated many Black Hat PPC practices."
One promising AI application lies in predictive analytics. By analyzing vast data, AI can predict user behavior, optimize campaigns, and personalize user experiences. However, implementing AI in iGaming isn't straightforward. Voluum's commitment to transparency, collusion, and innovation, coupled with Marcin's expertise, positions the company as a key player in AI-driven media buying strategies.
"The industry is still playing catch-up," Marcin admitted. "Even at conferences with leading experts, there's no consensus on a complete, accurate attribution model. Big tech players aren't sharing the data needed for full transparency, limiting our ability to build mixed or view-based attribution models."
Despite challenges, Marcin sees AI as a catalyst for change. The technology forces operators to explore alternative traffic sources and rethink reliance on traditional SEO. Emerging markets stand to benefit from these innovations. Programmatic networks like Pop, Push, and Native are gaining traction as cost-effective solutions for reaching new audiences.
Looking ahead, Marcin envisions AI continuing to drive media buying innovation. From refining attribution models to optimizing ad spend, the possibilities are endless. But success depends on the industry's willingness to collaborate and embrace transparency.
"AI isn't just about automation or efficiency," Marcin asserted. "It's about reimagining user acquisition and creating a more sustainable ecosystem for everyone involved."
From Archaeology to Ad Tech
Marcin's path to iGaming and media buying technology leadership was unorthodox. His professional journey started in academia, studying history and archaeology. He even considered pursuing a PhD and an academic career.
"It was a tough decision," Marcin reflected. "But I realized I enjoyed organizing events and projects more than academic work. I was drawn to business, and that's when I made the switch."
At 25, Marcin began his career in the tech-driven realm of marketing and sales—defining his destiny. "I started late compared to many," he admitted, "but business, especially in tech, thrives on talent and motivation. It rewards initiative, no matter when you start." Now at Voluum, Marcin has channeled his expertise to bridge technological gaps in iGaming, guiding his team toward innovation and impactful solutions.
His academic background shaped his leadership style and innovative mindset, providing him with analytical thinking, problem-solving skills, assets in the fast-paced world of ad tech.
Taking Ownership of Success
Marcin's advice for aspiring professionals is centered on his experiences: take initiative and don't wait for permission. "One of my mottos has always been, 'It's better to ask for forgiveness than permission,'" he said, underscoring proactivity's crucial role. "You need to own your growth and take responsibility for your success."
This mindset is essential in dynamic industries like iGaming, where success often hinges on the willingness to adapt and innovate.
He also stresses self-awareness. "Business can be challenging," he acknowledged. "It's easy to burn out, but self-care is essential. You need to enjoy what you do and find fulfillment in your work."
For those thinking of entering iGaming or ad tech, Marcin's message is straightforward: there's never been a better time to join the industry.
SiGMA's Role in Driving Industry Growth
For professionals like Marcin, SiGMA isn't mere conference fodder—it's a vital hub of iGaming networking, learning, and collaboration. Over the years, SiGMA has evolved from a regional gathering to a global powerhouse, uniting stakeholders across continents and market verticals.
"SiGMA is one of the key events for our industry," Marcin shared. "It brings together a diverse range of professionals—operators, affiliates, tech innovators, and regulators. This mix makes it unique and incredibly valuable."
SiGMA is where the industry's pulse comes alive. One of its strengths lies in shining a spotlight on emerging markets. With its strategic move to Milan for 2025, the summit is expanding its reach and adapting to shifting dynamics. For Marcin, SiGMA is more than just a professional obligation—it's a source of inspiration.
"The transition to Milan is a brilliant decision," he said, "Malta has been a fantastic base, but Milan offers the infrastructure and connectivity needed to support SiGMA's continued growth."
SiGMA's ability to adapt mirrors iGaming's evolution. From fostering compliance discussions to showcasing technological innovations, the summit offers a platform for addressing challenges and opportunities. For companies like Voluum, events like SiGMA offer an essential platform to engage with stakeholders, exchange ideas, and refine offerings in response to industry needs.
Supporting Emerging Markets and Regulation
SiGMA's focus on emerging markets is timely as iGaming operators and affiliates diversify their reach. Markets in Southeast Asia, Latin America, and parts of Africa offer significant growth potential but present regulatory and operational challenges.
"Emerging markets are the future of iGaming," Marcin emphasized, "but entering these regions requires understanding local laws, cultural nuances, and infrastructure. Events like SiGMA facilitate these discussions and connect the right people."
He underlines the importance of collaboration when navigating complex regulatory landscapes. "SiGMA provides space for open dialogue," he explained, "it's a chance to share best practices, discuss challenges, and work toward solutions benefiting the entire ecosystem." For Marcin, representing Voluum at SiGMA isn't just about networking—it's about fostering dialogue that drives the industry forward.
Looking Ahead to Global Expansion
As SiGMA expands globally, Marcin anticipates fantastic opportunities for iGaming. With plans to host events in new regions and integrate technology into its programming, SiGMA is well-prepared to shape iGaming's future.
"SiGMA's growth reflects our industry's evolution," he declared, "It's not just about showcasing products or services—it's about fostering connections and driving innovation. That's what makes it impactful." For Marcin, SiGMA is more than a professional obligation—it's a beacon of inspiration.
Predictions for the Next Era of iGaming
As iGaming landscape evolves, Marcin outlines key trends shaping the next few years, particularly regarding AI and technological advancements:
- The growing number of regulated markets will present new opportunities for user acquisition, especially through paid media channels. More programmatic ad exchanges and demand-side platforms may enter the market, creating a more diversified landscape for user acquisition strategies.
- Operators will adapt to changing consumer preferences. Apps will become standard for operators, with heightened competition over in-app traffic.
- There may be a resurgence of the metaverse in first-tier countries, offering new products and user acquisition streams.
- Technologically, the standardization of server-to-server postbacks is an essential milestone. The adoption of server-to-server postbacks will pave the way for transparency and seamless data sharing.
For operators and affiliates to remain competitive, they must embrace these trends and leverage innovative tools to navigate the transformative era of iGaming.
Marcin's vision underscores the significance of adaptability, collaboration, and forward thinking. His approach to the challenges iGaming faces has shaped his industry-leading position. As iGaming evolves, Marcin's work highlights the importance of transparency, collaboration, and leveraging cutting-edge tools to maintain a sustainable ecosystem that benefits all stakeholders.
As legal and technological hurdles are surpassed, iGaming is poised not merely to adapt but to thrive. Leaders like Marcin are guiding the industry, prepared not only to face challenges, but to rise above them.
SiGMA's upcoming Eurasia Summit, headed to Dubai February 23-25, 2025, gathers the world's biggest iGaming community. Discuss, learn, and exchange ideas with 14,000+ industry leaders, hear from 400+ expert speakers, and seize new opportunities in a remarkable gathering.
- By adopting technology like server-to-server postbacks and secure tracking systems, operators in the iGaming industry can bridge the technological gap and streamline their strategic operations, as shown by MaxBet's success.
- Embracing artificial intelligence (AI) can help iGaming operators in media buying by automating data analysis and providing actionable insights, as well as promoting transparency and redefining player safety using neuroscience-based approach, as Marcin anticipates for the next era of iGaming.
