Nordic.Partners CEO on the Future of iGaming Affiliates

A Shifting Affiliate Landscape

The affiliate ecosystem within iGaming is undergoing a rapid transformation, and Nordic.Partners is positioning itself at the center of this change. In August 2025, Morten Klein’s investment firm, Klein Group, acquired a 25% strategic stake in Nordic Network LTD — the company powering the Nordic.Partners affiliate platform. This move followed Nordic’s earlier acquisition of AffCollect and signaled an even bolder ambition to push both the technological and commercial boundaries of the industry.

Leading the company is Håvard Lehn, a recognized figure in iGaming with extensive experience on both the operator and affiliate side. Known for building data-driven affiliate businesses and advocating for regulated markets, Lehn has become a vocal industry leader on compliance, sustainable growth, and the evolution of affiliate marketing.

In this exclusive SiGMA interview, Lehn discusses how the affiliate model has matured, what forces are driving this change, and why affiliates will increasingly be regarded as strategic partners rather than external traffic suppliers.

---

Q: How do you see the iGaming affiliate sector evolving in recent years?

Lehn: The industry has matured significantly. What used to be a model heavily dependent on traffic volume and SEO has shifted into something much broader, where compliance, user intent, and brand value sit at the core. Affiliates now demand transparency and long-term sustainability, which means operators can no longer rely on outdated collaboration models. We’ve made it a point to lead these conversations.

We’re also witnessing accelerated consolidation — larger networks are absorbing niche players, while smaller affiliates must either scale quickly or face acquisition. At the same time, new acquisition channels are emerging: live streaming and social media are becoming integral to iGaming and will only gain momentum. Affiliates who fail to integrate these into their strategies will be left behind.

---

Q: What are the main drivers behind these changes?

Three forces are reshaping the affiliate landscape:

1. Regulation – Markets like the UK, Finland, Sweden, and the Netherlands have introduced new compliance frameworks, while Norway is actively discussing reforms. These rules require affiliates to operate more professionally and responsibly.
2. Technology and Data – AI, automation, and analytics are raising the bar. Affiliates who can use data to deliver better user experiences will be the real winners.
3. Consumer Behavior – Players are more informed, mobile-first, and expect content-driven value rather than simple bonus lists. This forces affiliates to act as trusted guides and build community-focused content.

---

Q: What role will affiliates play in the future of iGaming?

Affiliates will evolve from being mere traffic providers into trusted advisors and interactive platforms. Their future role will revolve around:

• User Experience & Education – Creating communities and producing high-quality, localized content that resonates with players.
• Compliance Partnerships – Acting as an extension of the operator’s compliance efforts, ensuring that communication aligns with responsible gambling standards.
• Technology Integration – Leveraging AI and machine learning to deliver personalized recommendations and predict customer lifetime value.

In short, affiliates will no longer be “external partners,” but rather strategic growth allies, sharing responsibility for sustainable player engagement.

---

Q: You mentioned disruptive solutions when announcing the partnership with Klein Group. Can you elaborate?

Our collaboration with Klein Group is designed to accelerate innovation in three core areas:

1. Proprietary Tech & Data Solutions – We’re building tools that go beyond basic tracking, such as predictive analytics, smarter segmentation, and real-time LTV optimization for both affiliates and operators. The long-term goal is to simplify collaboration so effectively that the traditional affiliate manager role becomes obsolete.
2. Integrity-Driven Market Expansion – Entering new markets early with premium-quality traffic.
3. New Tools & Engagement Models – Blending affiliates with media, influencers, live streaming, and player engagement strategies — including community platforms, interactive features, and value-driven retention initiatives.

Our aim isn’t just to follow industry trends, but to set them, creating a sustainable model that benefits affiliates, operators, and players alike.

---

Building for the Future

Compared to other industries, iGaming has often lagged in innovation — sometimes resembling a dinosaur when stacked against global tech leaders. At Nordic.Partners, we want to change that by combining cutting-edge technology with top-tier talent.