Join us for an insightful conversation with Aleksandar Dasic, Head of Affiliates at Bragg Gaming Group. In this interview, we explore how Bragg is leveraging its affiliate network to expand its global footprint, what it takes to build successful iGaming partnerships, and what the future holds for this critical marketing channel from one of the industry’s most reputable individuals in one of iGaming’s biggest brands.
Question: You’ve recently taken on the role of Head of Affiliate at Bragg Gaming. What are your immediate priorities, and how are you shaping the affiliate strategy moving forward?
Aleksandar Dasic (AD): Stepping into this role, my priority has been to further expand and structure the Bragg Partnership Network with a focus on a truly global approach. That means working closely with affiliate websites, streamers, influencers, and select media outlets to build long-term collaborations that showcase our proprietary studios and games while supporting our operator partners. I’m putting emphasis on clear processes for campaign planning, transparent communication, and performance tracking, making sure each initiative aligns with Bragg’s wider marketing and product objectives.
At the same time, a big part of our strategy is building a more direct and meaningful connection with players. Whether it’s through affiliates, live streaming, or interactive campaigns, I want us to foster dialogue, understand what excites players, and adapt our activities based on their feedback. For me, the combination of measurable KPIs, creative storytelling, and strong player relationships is what truly drives sustainable growth across diverse markets.
Question: Bragg Gaming is known for its strong portfolio of technology and content. How does affiliate marketing fit into the company’s broader B2B strategy?
AD: Affiliate marketing is an important extension of our B2B presence, serving as a bridge between our proprietary content and players through trusted third-party channels. These partnerships help amplify game launches, exclusive events, and promotional campaigns, boosting the success of our operator partners. At the same time, they strengthen Bragg’s positioning as a partner-focused, innovative provider, ensuring our content reaches the right audiences in impactful and meaningful ways.
Question: In a B2B-driven environment, how do you approach affiliate marketing differently compared to B2C models?
AD: In B2B, the goal isn’t to acquire players directly but to enable our partners to do so effectively. That means equipping affiliates with tailored marketing materials, localized content packages, and exclusive promotional opportunities that help them connect with their audiences. While we’re not asking players to take immediate action with us directly, it’s still important that they become familiar with our games, features, and brand story.
It’s a more relationship-driven approach, where our role is to give partners everything they need to present our products in the best possible way, while ensuring players walk away with a clear impression of what makes our content unique. Success is measured by the sustainable growth of our partners rather than short-term spikes in traffic.
Question: Why is working with affiliates strategically important for a B2B provider like Bragg, and what unique value do affiliates bring to your ecosystem?
AD: Affiliates are often the first stop for players researching where to play or which games to try next. They bring scale, SEO strength, and long-term visibility, while influencers and streamers add authenticity and community-driven engagement. Together, they help us reach audiences in ways traditional B2B marketing can’t. In a competitive market, these collaborations are not optional, they’re a strategic necessity.
Question: You’ve seen the affiliate landscape from both the operator/content side and now a more platform-focused B2B side. How different are the challenges, and how do you approach them?
AD: Before joining Bragg, I worked for one of the biggest affiliate websites in the industry, where my focus was on content creation and building partnerships with game studios. Now, working directly for a studio, I’m engaging with a wide range of affiliate websites from the other side of the table. This unique combination of experiences has given me a deep understanding of how both sides operate, making it easier to adapt to market changes, anticipate partner needs, and build strategies that deliver value for everyone involved. It’s a perspective that allows me to bridge gaps quickly and create stronger, more productive collaborations.
Question: Can you share a successful affiliate campaign or initiative you’ve led that you’re particularly proud of at Bragg?
AD: One example is a coordinated launch for our slot game where we partnered with leading affiliate sites and top streamers. The campaign included branded promo pages, exclusive previews, and targeted marketing efforts across multiple markets. Streamers like CasinoDaddy and CasinoGrounds produced engaging, compliant content that showcased the game’s unique features in a way that felt natural to their audiences. The result was increased traffic, strong engagement for our operator partners, and long-tail visibility for the title.
Question: How do you evaluate affiliate partnerships today? What do you look for beyond the standard traffic and revenue metrics?
AD: It begins with alignment, choosing partners who understand our goals, share our values, and can communicate the essence of our games effectively. We assess audience relevance, the quality and trustworthiness of their content, and their ability to deliver authentic, compliant promotion. For influencers and streamers, it’s also about industry knowledge and their skill in presenting games in an engaging, responsible way. Ultimately, the best partnerships are those built for the long term.
Question: Transparency and responsible marketing are becoming central in iGaming. What role do affiliates play in that evolution, and how is Bragg addressing it?
AD: Affiliates and streamers are often the first touchpoint between players and our games, which makes their role in responsible marketing critical. We provide brand-safe materials, set clear compliance expectations, and maintain open communication to ensure content meets regulatory standards. Our aim is to balance creativity with responsibility so that campaigns are both engaging and aligned with industry expectations.
Question: What role do you see content marketing playing in affiliate acquisition or in supporting Bragg’s platform growth?
AD: Content marketing is one of the most powerful tools we have for building strong affiliate relationships and driving platform growth. It’s not just about promoting games, it’s about telling a story that resonates with players and helps affiliates connect with their audiences. Well-crafted, localized content packages give affiliates high-quality assets they can use immediately, saving them time and ensuring brand consistency. At the same time, it boosts long-term SEO value, making our games more discoverable and keeping them relevant well beyond their launch date. When done right, content marketing becomes a shared resource that benefits both Bragg and our partners.
Question: What advice would you give to affiliates or content teams entering the iGaming space now, especially given the market’s current maturity and competition?
AD: Specialize and find your niche — whether it’s a particular type of content, market, or player audience. Build trust through authenticity and value, and make sure you fully understand the regulatory requirements in your target markets. Most importantly, focus on creating relationships that will grow over time. Quick wins can be tempting, but long-term partnerships are what truly drive sustainable success.
