For this edition of our Affiliate Q&A series, we sat down with Marcin Kumięga, Business Development Director at Voluum, to explore his journey into iGaming, how Voluum is redefining performance tracking, and the trends shaping acquisition strategies for 2026 and beyond.
Income Access (IA): Thanks for speaking with us, Marcin. Can you tell us a bit about your background in the iGaming industry and your current role at Voluum?
Marcin Kumięga (MK): I have been with Voluum for more than 7 years, focusing on iGaming for the last 5. My first real encounter with the vertical happened at iGB Affiliate London 2020, just before the pandemic. As part of the Sales team, we noticed a clear overlap between our multi-vertical affiliate experience and what iGaming operators were increasingly seeking in performance tracking and optimization.
That event was a turning point. After several successful projects kicked off, we decided at Voluum to lean decisively into iGaming, both in product roadmap and go-to-market strategy. Today, as Business Development Director, I drive Voluum's growth in this space, working closely with operators, affiliate programs, and media buying teams to ensure our tracking and optimization stack reflects real-life iGaming user acquisition challenges.
IA: Voluum has become a go‑to tracking and analytics solution for many affiliates and operators. How does Voluum differentiate itself from other tools on the market, and what core problems does it aim to solve for iGaming partners?
MK: Voluum's value proposition is fundamentally different from generic tracking platforms. While many tools focus on narrow channels, iGaming has become truly multi‑channel and multi‑device. Voluum consolidates data from all performance channels, like programmatic, search, social, native, SMS, email, and direct media buys, providing near real‑time, granular reporting on every significant dimension of your traffic.
Our dedicated iGaming value proposition is clear: get the most granular, as‑close‑to‑real‑time data possible across all paid media campaigns and SEO funnels, then turn that data into actionable optimization. Wherever you allocate budget, Google Ads, Meta, native, programmatic, or niche networks, Voluum shows exactly which audience segments, placements and creatives generate profit, and which burn budget.
IA: The iGaming industry is constantly evolving. What are some of the biggest trends or challenges you are seeing right now, and how do you think they will shape the market in the next few years?
MK: This question comes up at practically every affiliate conference. We explored it in detail in our comprehensive article on adjusting your ad strategy for current market conditions. If I had to summarize the main trend in one word: diversification.
In the past, iGaming acquisitions were heavily driven by SEO traffic, usually generated almost exclusively by affiliates. That channel remains important, but is no longer sufficient. Today, we see a clear shift towards multi‑channel acquisition: operators and affiliates are investing more in direct media buying, with major platforms like Google Ads and Meta opening up to regulated iGaming in selected markets, and smaller networks pivoting to the industry. This aligns with the global online casinos and gambling market reaching 305.8 billion USD in 2024, with strong mobile growth expected.
Another important angle is influencer and creator‑driven traffic. What was once mainly a branding play is now increasingly treated as a performance channel, especially in sports betting, where streamers build highly engaged communities. Tracking real ROI, beyond vanity metrics, is becoming a priority.
Finally, the rapid adoption of server‑to‑server (S2S) postback tracking is reshaping iGaming. While e‑commerce uses S2S as standard, iGaming has historically lagged. That gap is closing quickly. With major platforms like Income Access supporting postback integrations, the industry is shifting from cookie‑reliant tracking to more reliable, privacy‑resistant attribution. This prepares operators for upcoming changes in browser policies.
IA: How do you see AI and automation influencing tracking and campaign optimization in the iGaming space?
MK: There are obvious AI use cases in every industry: process automation, faster content creation, and development support. But in iGaming, two aspects are especially impactful.
First is how AI changes user behavior and SEO's traditional role. More users, especially younger demographics, research in AI‑powered chat tools, not just search engines. iGaming has historically been very SEO‑driven, with comparison sites and review blogs central to acquisition.
This is one reason we see a stronger push towards paid media: they offer more predictable, scalable acquisition when you can track and optimize efficiently.
Second is AI‑assisted decision‑making for marketers. The problem was never a lack of data, it was too much data. Acquisition teams drowned in spreadsheets without time to find patterns. AI applied to tracking platforms changes this dynamic. With pattern recognition and anomaly detection, tracking can surface personalized alerts and intelligent rules that help media buyers respond within minutes rather than days. If a specific geo‑device‑creative combination drops below target Return on Ad Spend (ROAS), an AI system can flag and pause it.
IA: Are there any emerging traffic sources or geos that you believe affiliates should pay attention to in 2026?
MK: One very interesting trend is the opening of major native ad platforms to iGaming in regulated markets. These networks have recognized iGaming's scale and professionalism, investing in compliance frameworks to ensure gambling‑related creatives are handled responsibly. Their compliance teams are now prepared for onboarding licensed operators and serious affiliates, opening up high‑quality inventory that was previously harder to access.
Geographically, Southeast Asia remains one of the most dynamic regions with large, mobile‑native populations and growing interest in online entertainment. Brazil is already established, but Mexico is emerging as a key local market worth exploring. These regions combine scale, stabilizing regulation, and young mobile‑first demographics.
Asia and the US remain the strongest by revenue, with Europe and Canada still relevant. The common thread is that multi‑channel, mobile‑centric acquisition is becoming the norm. You need accurate, flexible tracking to leverage these opportunities. Our iGaming materials, from comprehensive statistics to our dedicated iGaming tracking software page, help affiliates and operators navigate this landscape with data, not guesswork.
To learn more and get in touch with Marcin and their team, reach out today.
Thanks to Marcin for sitting down with us to chat. Be sure to get in touch with their team to discuss any partnerships!
