Watch: Voluum’s Marcin Kumiega on powering affiliate tracking in iGaming
While affiliates will continue to play an important role in player acquisition in the iGaming sector, they only achieve success when there is proper tracking, attribution, and data privacy. In this interview, Marcin Kumiega, Business Development Director at Voluum, explains how the platform has positioned itself as a trusted partner for affiliates and operators alike.
From multivertical to iGaming focus
Founded with a multivertical outlook, Voluum initially supported a broad spectrum of industries. However, in 2020, the business changed course, refining its platform to the unique requirements of the iGaming industry. This focus was motivated by the need for accuracy to track performance in an increasingly competitive acquisition channel. The decision to shift towards iGaming was not a sudden one, but a strategic move based on market analysis and the identified needs of affiliates and operators in this sector.
“We decided to shift our focus towards iGaming in 2020 because affiliates and operators in this sector needed something more tailored and robust,” says Kumiega.
Kumiega notes that simply having campaign analytics for affiliate partners and operators is not enough. They need an effective system in place that attributes and measures performance across multiple channels, such as paid media, SEO, and programmatic. By providing this, Voluum allows stakeholders to optimise campaigns, reduce wasted spend, and increase return on investment.
Why affiliates trust Voluum
Voluum has achieved considerable success by establishing transparency in a space that has built its foundation on trust. Affiliates trust the platform to provide reliable reporting, clear attribution, and inclusive tracking, while ensuring that all clicks, registrations, and first-time deposits are accurately counted. This trust fosters confidence in the platform’s security and capabilities.
“Affiliates want certainty that their efforts are being tracked fairly. With Voluum, every conversion is transparent and verifiable,” Kumiega explains.
Scalability is often a determining factor for many affiliates. With Voluum’s technology, its infrastructure is built to support extensive campaigns without sacrificing performance data, giving its partners the ability to scale their business and continue to derive actionable data. For the audience, this is an impactful message as it underscores how Voluum can confidently manage its scalability expectations.
Supporting regulated operators
As regulations refocus the iGaming landscape, platforms will need to pivot similarly to ensure compliance with the unique frameworks in various markets. Voluum has already positioned itself to support regulated operators by creating solutions that meet the demanding requirements of locales with strict compliance structures.
“Regulation is not a barrier; it is an opportunity. Our role is to help operators enter new markets while staying compliant from day one,” says Kumiega.
Kumiega explains that the company’s compliance-first mindset is not an afterthought but an integrated part of its strategy. This means that Voluum’s solutions are designed with compliance in mind from the outset, ensuring that operators can expand into new territories with confidence, knowing their affiliate programmes and campaigns meet legal and regulatory standards.
Strong commitment to data privacy
Data integrity is one of the defining challenges for digital marketing in iGaming. With the GDPR and similar frameworks setting strict boundaries, platforms must ensure that personal information is both secure and processed in a responsible manner.
“Data privacy is at the core of everything we do. Our server-to-server infrastructure minimises risk and builds confidence for affiliates and operators alike,” Kumiega stresses.
This reassures the audience about the platform’s commitment to protecting sensitive information, instilling confidence in its data privacy measures.
Voluum achieves this through secure, server-to-server data handling, minimising exposure and protecting sensitive player information. This approach safeguards both operators and affiliates, creating an environment where data can be used responsibly to drive growth while maintaining compliance.
Looking ahead
As the iGaming industry continues to expand globally, affiliate tracking platforms will play an increasingly important role. Voluum’s journey exemplifies how a company can transition from a broader technology provider to a specialist partner, focusing on the unique needs of a regulated and intensely competitive market.
“The future of iGaming is about smarter acquisition and stronger compliance. We are here to provide the tools that make that possible,” Kumiega concludes.
Affiliate marketing is evolving rapidly, and platforms like Voluum are ensuring that both affiliates and operators remain competitive while upholding the highest standards of transparency and data privacy.
