Interview: Nordic.Partners CEO on the future of iGaming affiliation
The affiliate landscape is shifting fast, and Nordic.Partners is positioning itself at the forefront of that change. In August 2025, Morten Klein’s investment vehicle, Klein Group, announced it had taken a 25% strategic stake in Nordic Network LTD, the company behind the Nordic.Partners affiliate platform. The move follows Nordic’s acquisition of AffCollect earlier this year and signals a wider ambition to push technological and market boundaries within the sector.
At the helm of Nordic.Partners is Håvard Lehn, a leader in the iGaming space, known for building data-driven affiliate businesses and advocating for regulated markets. With experience on both the operator and affiliate sides, Lehn has emerged as a vocal industry leader on compliance, sustainable growth, and the evolution of affiliate marketing.
In this SiGMA exclusive, Håvard shares his view on how affiliation has matured, the forces driving change, and why affiliates will increasingly be seen as strategic partners rather than external traffic providers.
Q: How have you seen the iGaming affiliate sector change over recent years?
Over the past few years, the affiliate space has matured significantly. It’s gone from being highly volume-driven and SEO-focused to adopting a more holistic approach where compliance, user intent, and brand value are at the core. Affiliates now demand transparency and sustainability, which means that operators need to change the way they have been working with affiliates. We have taken a stand to be at the forefront of this discussion.
We also see increased consolidation; larger networks acquiring niche players, and small affiliates either scaling up quickly or being absorbed. There’s also been a clear shift toward new ways to generate players. Streaming and social is becoming a huge part of the iGaming industry, and this will only become bigger in the following years. The affiliates that do not manage to adopt this into their strategy will fall behind.
Q: What has predominantly driven this change?
I see three main forces driving change in the affiliate landscape:
- Regulation: New compliance frameworks in markets like the UK, Finland, Sweden, the Netherlands, and now discussions in Norway have forced affiliates to become more professional and responsible.
- Technology & Data: AI, automation, and analytics have elevated the competitive bar. Affiliates who can leverage data for better user experiences win.
- Consumer Behaviour : Players are more educated, mobile-first, and expect content-driven value, not just bonus lists. This means affiliates must deliver trustworthy guides and community-driven content.
Q: What do you feel will be the role of affiliates in the iGaming space in the future?
Affiliates will evolve from being traffic drivers to becoming trusted advisors and engagement platforms. Their role will increasingly focus on:
- User Experience & Education: Building communities and producing high-quality localised content which engages the players. The world has changed a lot, and we need to be able to follow the trends.
- Compliance Partners: Acting as an extension of operators’ compliance efforts, ensuring all messaging aligns with responsible gaming principles.
- Tech Integrators: Leveraging AI and machine learning to personalise recommendations and predict lifetime value for operators.
In short, affiliates will be seen less as external partners and more as strategic growth partners with shared responsibility for player sustainability.
Q: In the Klein Group partnership announcement, you mentioned pushing boundaries and game-changing solutions. Can you share more details about these plans?
Our partnership with Klein Group is about accelerating innovation in three key areas mainly:
- Proprietary Tech & Data Solutions: We’re developing tools that go beyond basic tracking; predictive analytics, smarter segmentation, and real-time LTV optimisation for operators and affiliates. We are highly focused on making life easier for both parties, and ultimately removing the need for affiliate managers completely.
- Market Expansion with Integrity: Entering new markets with a focus on being the first movers, and delivering quality traffic.
- New Tools and Embracing New Tech: Exploring approaches that blend affiliation with media, influencers, streaming, and player engagement; think communities, interactive tools, and value-driven retention initiatives.
The goal isn’t just to follow industry trends but to set them, creating sustainable models where affiliates, operators, and players all benefit from what we deliver.
We believe the iGaming industry has historically moved at a slower pace compared to other sectors. When you look at major tech companies in different industries, iGaming often feels like a dinosaur in terms of innovation. Our goal is to change that by combining cutting-edge technology with the best talent the industry has to offer.
During our recruitment phase, it was crucial for me to bring in people who not only have deep industry expertise but can also contribute unique value to the company. I believe we’ve achieved that, and I’m incredibly proud of the team we’ve built.
