Unveiling the secrets behind iGaming's expansion
In the wild frontier of iGaming, where tech and regulations collide in a high-stakes dance, visionaries refuse to follow trends - they set the pace. Marcin Kumiega, Business Development Director at Voluum, a leading ad tracking platform, is one such pioneer. From solving attribution woes to embracing AI-driven tools, his insights unveil the strategies of iGaming mavericks.
In an exclusive chat with SiGMA News, Marcin shared his insights on the sector's challenges and opportunities, highlighting AI's disruptive force and the critical need for transparency in tracking. This write-up dives into his vision for emerging markets, technological gaps, and the dynamic future of iGaming.
Riding the iGaming Shift
Marcin Kumiega didn't aim to revolutionize iGaming. His role at Voluum revolved around multi-vertical affiliate marketing, focusing on paid ads across sectors such as dating apps and sweepstakes. Immersed in media buying technologies, he honed his expertise in optimizing campaigns and demystifying complex tracking systems.
Yet, during the ICE London conference in 2020, Marcin spotted an unseen opportunity. Connecting with operators, he recognized a significant knowledge deficit. "I saw a massive opportunity," he recalls. "Operators were struggling with basics – like differentiating pixel tracking from server-to-server postbacks." These methods ensure secure tracking and comply with privacy laws like GDPR.
What was mundane to Marcin was revolutionary to many. Operators needed flexible, transparent tracking systems to keep pace with emerging markets. Marcin jumped on this chance, applying his skillset to the specific challenges of the iGaming world, positioning himself at the forefront of a fresh frontier. By tailoring his approach for iGaming's needs, he opened doors for collaborations with operators eager to adopt technological innovation.
"We didn't plan this move initially," Marcin explains, "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 agility in a fast-changing industry. His journey illustrates how professionals can pivot and adapt to new sectors while staying true to their core competencies. By spotting opportunities, he has pinpointed a fundamental issue across industries - the technological gaps that stunt growth for many players.
Narrowing the Technology Gap in iGaming
iGaming operators face numerous hurdles, but the technology gap restricting their potential is an urgent issue. While other sectors continue advancing the innovation frontier, many iGaming operators grapple with fundamental concepts. The next step is igniting change in iGaming with AI.
"The industry is catching up, tech-wise," Marcin observes. "Operators are now realizing the gap and have the resources to close it, but for years, this gap hindered progress." At Voluum, Marcin and his team adapted multi-vertical tools for iGaming's nuanced demands, helping operators streamline strategies while staying compliant with privacy regulations.
A prime example is MaxBet, a licensed iGaming operator in Romania. Despite complicated data consolidation from sources like Google, Facebook, and partner traffic, MaxBet achieved a 25% year-on-year increase in user registrations and first-time deposits (FTDs), gaining a competitive edge in a heavily regulated market.
Collaboration has been key to the process. Partnerships with industry leaders like MediaTroopers, Income Access, and NetRefer established API integrations for seamless data sharing between operators and affiliates. These integrations boosted transparency and efficiency, setting new industry standards.
Educational initiatives have also advanced technology adoption. The webinar "Building Trust and Optimizing Channels: The Power of Postback Data in iGaming" - co-hosted with Income Access and MediaTroopers - demonstrated the value of transparency and data-driven decision-making. "These collaborations aim to elevate tech standards across the industry," Marcin explains.
Attribution remains a significant hurdle. Despite advancements, iGaming continues in its 'Bronze Age' of tracking. Last-click attribution, while flawed, is still the norm, granting conversions to the final ad interaction, disregarding the broader customer journey.
Monopolies of tech giants like Google and Meta compound the challenges. "No one is willing to share all the data," Marcin notes. "They want to control as much of the pie as possible, leaving operators and tech companies with incomplete attribution models."
The implications are potent. Without precise tracking, operators struggle to refine user acquisition strategies. Fraudulent activities and misdirected ad spending become more challenging to detect, leading to costly efficiency problems.
However, emerging tools are bridging these gaps. Server-to-server postbacks are becoming preferred solutions for maintaining data accuracy and adhering to GDPR guidelines while avoiding data breaches and third-party vulnerabilities.
"This is where we can make a real difference," Marcin says. "By utilizing secure and transparent tracking systems, operators can fine-tune strategies and focus on profitable channels, eliminating guesswork."
By engaging with programmatic networks and tech innovators, iGaming is heading towards more sophisticated attribution models. The objective is the creation of a transparent ecosystem that empowers both operators and affiliates. As operators work to fill the technology gap, new tools and innovations, particularly AI, are shaping the way they approach growth.
Leveraging AI for the Next Era of iGaming
Artificial intelligence (AI) is transforming industries globally, and iGaming is not an exception. For Marcin, AI's rise symbolizes both a challenge and a chance, prompting operators and affiliates to rethink established strategies.
In iGaming media buying, a vast array of programmatic ad networks and demand-side platforms function alongside giants like Google and Facebook, generating extraordinary data volumes. Success relies on processing this data to make informed decisions - often beyond human capacity. AI offers a game-changing solution, analyzing vast datasets to provide actionable insights, such as media buying tips. This approach optimizes campaigns and helps teams allocate resources effectively. By 2025, Voluum aims to integrate AI-driven tools into iGaming growth strategies.
Black Hat strategies, deployed by less transparent operators to manipulate search engine results or circumvent restrictions, have long been a thorn in the side for compliance advocates. With AI identifying and neutralizing these tactics, the industry is shifting towards more legitimate traffic channels. AI's ability to increase transparency while redefining player safety using neuroscience is an intriguing and broader discussion on AI advancement.
This disruption represents a favorable change for companies that adhere to regulations. Programmatic networks and transparent ad tech solutions are better positioned to thrive in this landscape. "AI has raised the bar for transparency," Marcin notes. "It's pushing us to operate ethically while presenting new tools to optimize media buying and attribution."
"We've noticed the disruption," Marcin shares. "By Q2 of this year, AI had already impacted SEO and disrupted traditional traffic acquisition approaches. It virtually eliminated many Black Hat PPC practices."
A promising AI application lies in predictive analytics. By analyzing vast datasets, AI can help operators forecast user behavior, optimize campaigns, and personalize user experiences. However, implementing AI in iGaming isn't a straightforward process. Voluum's emphasis on transparency and innovation, coupled with Marcin's expertise, positions the company as a key player in AI-driven media buying strategies.
"The industry is still catching up," Marcin explains. "Even in conferences with top industry experts, there's no consensus on developing a comprehensive, 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 encourages operators to seek alternative traffic sources and reconsider their dependence on traditional SEO. Emerging markets stand to benefit from these innovations. Programmatic networks such as Pop, Push, and Native are gaining traction as cost-effective solutions for reaching new audiences.
Looking ahead, Marcin envisions AI driving media buying innovation. From refining attribution models to optimizing ad spend, the possibilities are myriad. Success depends on the industry's willingness to collaborate and embrace transparency.
"AI isn't just about automation or efficiency," Marcin asserts. "It's about rethinking user acquisition strategies and creating a more sustainable ecosystem for everyone involved."
From Archaeology to Ad Tech
Marcin's journey to becoming a leader in iGaming and media buying technologies is unconventional. His professional journey began in academia, studying history and archaeology. Even contemplating a Ph.D. and an academic career crossed his mind.
"It was a difficult decision," Marcin reflects. "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 world of marketing and sales – a shift that determined his future. "I started late compared to many," he admits, "but business, especially in tech, rewards talent and motivation. It rewards initiative, regardless of when you start." Now at Voluum, Marcin has capitalized on his expertise to bridge technological gaps in iGaming, guiding his team towards innovation and impactful solutions.
His academic background influenced his leadership style and approach to innovation. He acquired problem-solving skills and analytical abilities – strengths invaluable in the fast-paced world of ad tech.
Embracing Success
Marcin's advice for aspiring professionals is rooted in his experiences: take the initiative and don't wait for permission. "My motto has always been, 'It's better to ask for forgiveness than permission,'" he says. "Proactivity is essential. You need to own your growth and be accountable for your success."
This mindset is vital in dynamic industries like iGaming. Success often results from the willingness to adapt and innovate.
He also emphasizes the importance of self-care. "Business can be challenging," he acknowledges. "It's easy to burnout, but self-care is crucial. You need to enjoy what you do and find fulfillment in your work."
For those considering a career in iGaming or ad tech, Marcin's message is simple: there has never been a better time to join the industry.
SiGMA's Role in Driving Industry Growth
For professionals like Marcin, SiGMA isn't just another event – it's the beating heart of iGaming networking, learning, and collaboration. Over the years, the summit has grown from a regional gathering to a global powerhouse, connecting stakeholders across continents and market verticals.
"SiGMA is one of the key events for our industry," Marcin shares. "It brings together a diverse array of professionals – from operators and affiliates to tech innovators and regulators. This variety makes it unique and incredibly valuable."
SiGMA represents the industry's lifeline. 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. Marcin sees this transition as a necessary evolution.
"The shift to Milan is a brilliant decision," he says. "Malta has been an excellent hub, but Milan offers the infrastructure and connectivity needed to support SiGMA's continued growth."
SiGMA's ability to adapt reflects 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 present an essential platform for connecting with stakeholders, exchanging ideas, and refining offerings in response to industry needs.
Supporting Emerging Markets and Regulation
SiGMA's focus on emerging markets is timely, as iGaming operators and affiliates expand their reach. Regions such as Southeast Asia, Latin America, and parts of Africa offer immense growth potential but come with regulatory and operational challenges.
"Emerging markets are the future of iGaming," Marcin underscores. "But entering these regions requires understanding local laws, cultural nuances, and infrastructure. Events like SiGMA facilitate these discussions and connect the right people."
He emphasizes the importance of collaboration when navigating complex regulatory landscapes. "SiGMA provides space for open dialogue," he explains. "It's a chance to share best practices, discuss challenges, and work towards solutions for the benefit of the entire ecosystem." For Marcin, representing Voluum at SiGMA isn't just about networking – it's about fostering a dialogue that propels the industry forward.
Looking Ahead to Global Expansion
As SiGMA expands globally, Marcin sees exciting opportunities for iGaming. With plans to host events in new regions and integrate technology into its programming, the summit is well-positioned to shape iGaming's future.
"SiGMA's growth reflects our industry's evolution," he declares. "It's not just about displaying 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 source of inspiration.
Predictions for the Next Era of iGaming
As the iGaming landscape evolves, Marcin foresees key trends shaping the next few years:
- A rise in the number of regulated markets triggering opportunities for user acquisition, particularly through paid media channels. More programmatic ad exchanges and demand-side platforms will enter the market, resulting in a diverse landscape for user acquisition strategies. This marks a shift from an SEO-centric approach towards multi-channel engagement.
- A surge in the popularity of apps, with operators increasingly favoring app-based solutions for in-app traffic. Mobile usage is on the rise, driving fierce competition for app marketing dominance.
- A potential comeback for the metaverse in first-tier countries, offering new gaming products and user acquisition streams. Although the metaverse's role in iGaming is still in its infancy, its immersive environments can reshape operator-audience interaction.
- The standardization of server-to-server postbacks becoming a key milestone, following similar developments in other sectors between 2014 and 2017. The growing adoption of S2S postbacks signifies a shift towards greater transparency and seamless data sharing.
For operators and affiliates, staying ahead in this transformative era means adopting emerging trends and harnessing innovative tools to navigate change.
Shaping the Future of iGaming
Marcin Kumiega's journey encapsulates the essence of adaptability, collaboration, and forward thinking. From closing technological gaps in iGaming to propelling AI-driven solutions, his vision provides guidance for operators navigating change. As iGaming evolves, Marcin's work represents a roadmap for operators and affiliates striving to stay competitive.
With technology driving change, Marcin's insights shed light on how innovation can create sustainable and transparent ecosystems that benefit all stakeholders. As the industry grapples with complex issues such as attribution, compliance, and emerging markets, leaders like Marcin serve as beacons, navigating a path towards progress.
- Marcin Kumiega, upon recognizing a significant knowledge deficit among iGaming operators, leveraged his expertise to provide flexible and transparent tracking systems tailored to the industry's nuanced challenges, positioning himself at the forefront of a new frontier.
- Embracing innovation and transparency, Voluum's partnerships with industry leaders like MediaTroopers, Income Access, and NetRefer established API integrations for seamless data sharing between operators and affiliates, setting new standards in the iGaming sector.
- Leveraging AI-driven tools, iGaming operators can anticipate more sophisticated attribution models, repositioning their focus on building a transparent ecosystem that empowers all stakeholders, ultimately driving growth across the industry.
- As SiGMA expands globally, events like it will continue to shape the future of iGaming by fostering connections, driving innovation, and supporting emerging markets in navigating complex regulatory landscapes, ultimately fostering a collaborative ecosystem for all iGaming stakeholders.
