Strained relationships between gambling operators and their affiliate partners are emerging as one of the hidden costs of outdated management technology.
That is the view of Camila da Silva, Sales Manager at affiliate platform ReferOn, who points to legacy systems as a growing obstacle for operators with expansion ambitions.
The problem is particularly visible when operators try to measure affiliate performance across multiple brands and different regulated markets simultaneously.
ReferOn was built specifically to address that challenge, with its architecture designed to support complex, multi-territory affiliate programmes from a single platform.
Da Silva put it plainly: “It is made to be multi-brand so operators can have an affiliate programme with many brands and many markets.”
At the root of many operational headaches is a dependence on manual reporting, which remains surprisingly common across the industry despite years of technological advancement.
Manual processes slow down decision-making, introduce errors, and place unnecessary administrative burdens on teams that should be focused on growth.
The friction does not stop internally, as outdated systems also complicate the day-to-day experience for the affiliate partners that operators rely on to drive traffic.
ReferOn addresses part of that friction by allowing affiliates to handle their own postback configurations, cutting down on the back-and-forth that can frustrate both sides of the relationship.
That kind of self-service capability reduces the volume of routine interventions operators must make, freeing up resources for more strategic activity.
Da Silva acknowledges that automation and artificial intelligence are reshaping what is possible in affiliate management, but argues that the technology must serve practical ends rather than exist for its own sake.
Her position reflects a wider recognition within ReferOn that even the most advanced tools have limits, and that genuine value comes from solving real operational problems.
For an industry that markets itself on innovation, the persistence of outdated affiliate infrastructure represents a contradiction that is becoming harder for operators to ignore.
