Aleksandar Dasic: “Every successful partnership is a two-way street”

At iGB London 2025, Casino Guru News sat down with Bragg Gaming Group’s Head of Affiliate Marketing, Aleksandar Dasic, to discuss the growing importance of partnerships between studios and affiliates, leaning heavily on the company’s unique experience and track record.

Aleksandar emphasized the importance of open and consistent communication in fostering meaningful collaborations and executing successful campaigns. The landscape for affiliate partnerships has been changing over the past several years in a good direction, argues Dasic, with more affiliates and studios coming together to work on meaningful and impactful partnerships, despite a few gaps still existing along the way.

Dasic spoke about the importance of building a multi-faceted network of partners, including streamers, influencers, and affiliates, while emphasizing that not every such relationship was a great fit for individual businesses, depending on communication strategy, market regulation, and overall company ethos and direction.

The way to achieve this varies, but ultimately, Dasic believes that stating one’s business goals upfront and what every partner wants to achieve is key. He also mentions "meaningful campaigns," which he believes to be the key to success in such partnerships, as well as "positive partnerships."

Another strategy that Dasic welcomes is tapping into influencers, streamers, and affiliates'knowledgeof audiences to create more advanced and tailored products that specifically cater to audience preferences. This is the type of content that Dasic believes has a very strong chance of success.

Dasic also touches on the importance of addressing some seemingly obvious but still lacking practices in the industry, and gives examples of how studios can be slow to provide their affiliate partners with timely information about upcoming releases, leaving companies little time to prepare.

The blocks of building a successful affiliate partnership are what keep studios compliant, as well, adds Dasic. Open communication allows studios to work closely with their affiliate partners and address all regulatory and business challenges together. Compliance is there for a reason, Dasic explains, and companies need to respect it.

Affiliates are changing rapidly, too, as they are forced to adapt to the arrival of Artificial Intelligence and changes in Google updates and strategies, as well as different ways of reaching audiences.

The vertical would also have a bigger say in how games are presented to audiences, and possibly, maintains Dasic, try to shape how new titles by iGaming studios reach their respective audiences. The conversation with Dasic is well worth watching in its entirety. You may do so through the embedded video on this page or visit Casino Guru News on YouTube.

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