Scaling Like a Champion: Mariia Shmelova on the Future of Affiliate Management in 2026

For iGaming operators, scale is the core challenge: as programs grow, so do the operational demands of tracking, commission logic, integrations, and partner management.

Scaling Like a Champion: Mariia Shmelova on the Future of Affiliate Management in 2026

In 2026, affiliate management involves collaborating with various partners, including content sites, influencers, media buyers, and regional networks, while maintaining clear performance and budget control.

For iGaming operators, scale is the core challenge: as programs grow, so do the operational demands of tracking, commission logic, integrations, and partner management. Without the proper infrastructure, teams either stick to a narrow acquisition mix and hit growth ceilings or diversify, only to become overwhelmed by complexity.

Against that backdrop, we spoke with Mariia Shmelova, CEO of Aff.Tech, an affiliate management platform powered by GR8 Tech, about what operators will need from affiliate technology in 2026, and how real-time visibility, flexible deal structures, and scalable automation are raising the bar.

What's behind the Champions Club concept you're bringing to ICE?

The Affiliate Champions Club is Aff.Tech’s affiliate-focused extension of GR8 Tech’s Champions Club—built around the idea that “champion” operators win by running diversified affiliate ecosystems without operational overload.

At ICE 2026 in Barcelona, we’re showcasing how Aff.Tech enables that in practice: an infinitely scalable platform with real-time single-view reporting plus smart links/redirection rules that help partners optimize traffic, campaigns, and revenue in real-time, turning performance data into substantial growth.

Scalability is a common pain point for affiliate platforms. What's your approach to handling it?

We built Aff.Tech for high-volume scale from day one. It was created to address GR8 Tech’s issues with data discrepancies, delayed postbacks, and commission accuracy. The platform can process massive volumes of clicks, impressions, and conversions, and supports large teams through role-based permissions. The proof is in the numbers: 50M+ clicks monthly processed, and 220K+ active partners onboarded.

What recent platform updates are you showcasing at ICE?

We’re showcasing four key updates: new fixed-fee commission plans for tighter budget control, a new API for third-party CRM integrations to sync partner data and communication history, enhanced postback integrations with new actions, and a redesigned interface for faster setup and better tracking accuracy, and new metrics in Universal Statistics for clearer real-time performance insights. Overall, these updates reflect our continuous improvement cycle, making affiliate operations faster to run, easier to manage, and more transparent for clients as they scale.

What do operators need from an affiliate platform in 2026?

In 2026, operators need an affiliate platform that helps them move fast and diversify confidently. Growth is coming from building a multi-source ecosystem, without the team getting buried in setups, manual checks, and endless back-and-forth.

That means the platform has to deliver trust and accountability at scale: clean data, consistent attribution, and a structure where every partner relationship is measurable and manageable. Operators should be able to tailor deals by market, partner type, and traffic quality, and keep incentives aligned to outcomes.

Finally, operators need technology that feels like a partnership enabler, not just a tracking tool: built-in communication, automation where it matters (workflows, payouts, integrations), and support that helps them localize approaches across regions. The winners will be the ones who can test, learn, and adapt in real time, turning operational complexity into structured growth.

Book a meeting with Aff.Tech at ICE 2026 Barcelona, booth 1C50 and discover how Aff.Tech can help you scale like a champion.