Few leaders in iGaming have shaped the affiliate landscape as profoundly as Levon Nikoghosyan.
From his early days at BetConstruct to building PartnerMatrix from the ground up at EveryMatrix, Nikoghosyan has consistently been at the forefront of innovation, developing the tools and strategies that now underpin much of the industry. Today, as CEO of AffPapa, he leads a company that has grown from a simple affiliate directory into a global ecosystem, uniting affiliates, operators, and investors under one roof.
In this exclusive interview, Nikoghosyan reflects on the foundations of his career, the vision driving AffPapa’s expansion, and the bold steps shaping its future. From the launch of VenturePapa to the international success of the iGaming Club. Along the way, he shares his perspective on building trust, fostering community, and creating opportunities in one of the most competitive and dynamic industries in the world.
The Architect’s Foundation
Question: Looking back at your journey, how did your experience building the PartnerMatrix system from the ground up at EveryMatrix influence your approach and strategic vision when you took the helm as CEO of AffPapa?
- Before leading AffPapa, Levon Nikoghosyan was in the trenches, building the very systems that power the affiliate industry. His career began at BetConstruct, but it was his role as the Founder and CEO of PartnerMatrix that cemented his reputation. This foundational experience is crucial to understanding his current strategy.
Levon Nikoghosyan (LN): PartnerMatrix was part of EveryMatrix, and my experience there became a real stepping stone for me. Building an affiliate platform from scratch taught me how important it is to listen to the market and stay flexible, because in iGaming things can change very fast. That time also gave me a clear understanding of how affiliates and operators actually work together. Later, during COVID, I sharpened my technical skills and by the time I became CEO of AffPapa, I already had not only a mix of technical and strategic background, but also the mindset that you need to build not just a product, but a living community.
The Vision for AffPapa
Question: Since taking over as CEO of AffPapa in 2022, you’ve overseen significant expansion. What has been your primary strategic focus, and how do you see the company evolving in the next few years?
- In December 2022, Nikoghosyan was named CEO of AffPapa, a company he was already shaping as an early investor and board member. Under his leadership, AffPapa has transformed from a straightforward directory into a dynamic ecosystem, marked by strategic expansion.
LN: AffPapa was created to fill the direct connection gap in the iGaming industry, and that connection remains at the core of what we do. Along the way, the industry itself showed us that there are still other areas that need attention, and each new project became our way of addressing them, whether through an affiliate management service, curated events, or investment platforms. I believe that staying focused on the industry you know well and continuously identifying real challenges is the best strategic approach. Looking ahead, I see us continuing on this expansion path to provide even more value to industry players.
Question: With over a decade in the iGaming affiliate space, you’ve seen it mature significantly. What do you believe is the single biggest challenge facing affiliates and operators today, and how is AffPapa positioned to address it?
- The iGaming world has matured significantly since Nikoghosyan first entered it. His perspective is that of someone who has not only witnessed this change but has actively built tools to manage the complex challenges of today’s market, from acquisition costs to fraud.
LN: The single biggest challenge in today’s iGaming affiliate space is the lack of real trust between affiliates and operators. Too often, one side suspects the other of “shaving” – operators reducing reported traffic or conversions, or affiliates sending low-quality traffic. As a result, affiliates push for higher CPAs to protect themselves, and operators feel their acquisition costs spiraling.
AffPapa is uniquely positioned to address this by serving as a transparent bridge between both parties. We can accept complaints, investigate any issue and solve after negotiations with both sides – making this industry a better place.
Cultivating Community and Opportunity
Question: The iGaming Club has become a must-attend networking event series. What was the initial gap in the market you identified that led to its creation, and what do you think is the secret to its successful, intimate format?
- The iGaming Club disrupted the traditional conference model by replacing massive expos with intimate, curated networking events. This focus on quality connections over quantity is a hallmark of Nikoghosyan’s approach.
LN: When we launched the iGaming Club, the main gap we identified was that most industry events were dominated by B2B providers. Affiliates and operators – the very people who drive the core of the business – often felt lost in the crowd. Our goal was to rebalance that dynamic.
From the start, we concentrated on bringing together the right mix of affiliates and operators, ensuring both sides had equal opportunity to connect, without the noise of too many B2B vendors. This created an environment where genuine conversations could take place, partnerships could be formed, and trust could be built.
Question: The iGaming Club has seen great success in Malaga. What was the strategic thinking behind the decision to move the Spanish event to Madrid for 2025, and what new opportunities does this change in venue offer attendees?
- The iGaming Club events are known for being dynamic and responsive to the industry’s pulse. The decision to relocate the flagship Spanish event to Madrid signals a strategic evolution, likely aimed at tapping into a different hub of activity and offering a fresh experience.
LN: After two successful years in Malaga, we realized that the growing demand calls for a larger venue, and Madrid felt like the natural choice. This is a strategic move that allows us to host more than 1500 attendees, including affiliates, operators, and B2B providers, who can enjoy the flexibility of Madrid’s big international airport, vibrant nightlife, and accommodation variety. Also, a larger venue brings more opportunities for attendees, such as an option to have customizable booth options to match the brand’s style. For two full days, everyone can network, connect, and have an unforgettable time.
Question: The launch of VenturePapa is a fascinating move, connecting iGaming startups with investors. Could you share the story behind its creation? What specific moment or market need made you realize there was a crucial need for this platform?
- Building on the community fostered by iGaming Club, VenturePapa was launched in 2024 as a logical next step. It serves as a marketplace connecting promising iGaming startups with established investors, effectively creating a platform for the industry to invest in its own innovation.
LN: We kept receiving investment inquiries and realized that the iGaming market lacked a platform that could connect startups to investors. We saw the opportunity, took the challenge, and created VenturePapa, which already connects more than 30+ investment companies to 100+ startups.
Question: You often speak about the importance of hiring the right people. How has this philosophy directly impacted the rapid innovation at AffPapa, from launching new services to expanding the iGaming Club globally?
- Nikoghosyan often attributes his success to a core philosophy: hire the right people and empower them to execute. This principle appears to be the engine behind AffPapa’s rapid innovation and ability to launch multiple successful projects in a short time.
LN: Yes, I always mention the importance of having the right people, as it is like assembling a puzzle. The pieces work only if they fit together. At AffPapa, we hire those who aren’t afraid to take initiative and try new ideas, and then we give them the tools and trust to make it happen. When your team is not only motivated but also dedicated, even ambitious projects become achievable.
Question: Between the core directory, affiliate management services, and now VenturePapa, AffPapa is becoming a comprehensive ecosystem. Is the ultimate goal to create a one-stop-shop for the entire iGaming affiliate industry?
- This leadership philosophy is reflected in the tangible growth of AffPapa’s offerings. By adding new services, the company is moving toward becoming a comprehensive, all-in-one solution, aiming to address every major pain point in the affiliate lifecycle.
LN: Our goal isn’t just to offer multiple services. It’s to address the full affiliate lifecycle in one place, making it easier for both affiliates and operators to navigate the industry. Each new addition builds on what we already do, providing practical solutions and support while staying focused on the needs of the community. VenturePapa, in particular, fills a gap for startups and emerging projects, giving them guidance and resources to grow within the iGaming ecosystem.
Question: You’re developing a new AffPapa Seal of Trust to highlight fair affiliate programs. Given the predatory clauses you’ve identified—like reserving the right to change commissions arbitrarily—how do you envision this seal changing the standard for operator-affiliate relationships?
- Beyond events and marketplaces, AffPapa is taking an active role in setting industry standards. A new initiative, the AffPapa Seal, aims to protect affiliates by certifying programs that adhere to strict criteria for fairness, directly confronting common predatory terms in affiliate agreements.
LN: AffPapa Seal is raising the bar for fairness in affiliate programs. Right now, some agreements have clauses that are just tough on affiliates like changing commissions whenever they want, reversing payments at their discretion, or imposing huge penalties. The Seal highlights programs that play fair and operate transparently, so affiliates can trust them. The goal is to shift the whole industry toward clearer, more honest agreements and build stronger, more sustainable relationships.
The American Frontier: iGaming Club Cancun
Question: The upcoming iGaming Club Cancun is a major step into the Americas. Why was Cancun selected as the inaugural destination, and what specific opportunities does the Latin American market hold for the AffPapa community?
- The next major chapter for AffPapa is its expansion into the Americas. The Cancun event is a strategic move into one of the world’s most dynamic and fastest-growing iGaming markets.
LN: They say every journey starts with three steps: the first belongs to destiny, the second to luck, and the third to those who take action. Latin America has already taken its first steps. The region is growing fast, with more activity, clearer regulations, and rising demand. With iGaming Club Cancun, we’re taking our step into the Americas.
Cancun was chosen not just for its energy and hospitality, but as a symbolic gateway to LatAm. For our community, this is more than an event. It’s the beginning journey for building direct bridges between global partners and the Gaming markets of Latin America.
Question: For those attending the first edition of iGaming Club Cancun, what unique elements or experiences can they expect that will differentiate it from your European events? What is the single most important takeaway you want every participant to leave with?
- For attendees, the event promises to bring the signature iGaming Club experience to a new continent. Understanding what makes this edition unique is key to grasping the company’s global ambitions.
LN: iGaming Club Cancun will bring our signature formula of curated, intimate networking to a completely new continent – tailored specifically for the LATAM market. Compared to our European events, this edition will have a more vibrant, relaxed atmosphere while introducing fresh formats designed to maximize value for every attendee.
We’ll be hosting an Affiliate Market, where affiliates and operators can meet in a structured way; speed dating sessions to spark quick, relevant introductions; and our very own Awards, recognizing standout partners in the industry. On top of that, there will be social activities and experiences tailored to Cancun, making it not just a networking event but a memorable journey.
Beyond the Boardroom
Question: Shifting away from iGaming for a moment, you’ve recently become involved in the world of padel. What drew you to this rapidly growing sport, and do you see any parallels between the strategy and community-building in padel and your work in the iGaming industry?
- A leader’s passions outside the office often provide insight into their mindset and drive. Levon Nikoghosyan’s recent foray into the world of padel—a sport known for its blend of strategy, speed, and social community—presents an interesting parallel to his professional life.
LN: Like every padel player, I’ve gone through the same thing – your friends convince you to play just once and you’re hooked for life. At first, it might seem far from iGaming, but there’s actually a parallel in connection and community-building. Padel has this niche community, and the more people who get involved, the more enjoyable it becomes for everyone. In a way, it’s the same with iGaming. The bigger and more engaged the community, the stronger and more meaningful the experience is for all the players involved. I love seeing how many iGaming folks are into padel these days.
