In a fast-evolving iGaming landscape, building a sustainable and scalable business requires more than just quick wins and opportunistic growth. It demands structure, adaptability, and, above all, a deep understanding of data. Already Media emerged from years of hands-on affiliate marketing experience and has since evolved into a global brand driven by insights, innovation, and a strategic focus on performance. In this interview, CEO Alina Famenok shares how the company transitioned to high-impact brand, delivering over 130,000 FTDs monthly — and why data is at the heart of everything they do.
How was Already Media originated to the world? Do you have a compelling story behind it?
Already Media developed organically from years of hands-on experience in affiliate marketing across the CIS region. By 2021, our team had built strong momentum, especially in online poker, and it became clear we were ready to expand on a global scale. Our aim was to establish a brand that people could recognise, trust, and connect with. That vision led to the launch of Already Media, a name that reflects our commitment to quality, transparency, and meaningful user engagement.
What were the main challenges you faced while creating and growing Already Media?
One of the toughest challenges was handling the unpredictability of search engines, particularly Google’s frequent updates that could impact our traffic with little warning. We also had to contend with unfair competition, including instances where rivals copied our websites, forcing us to stay alert and adaptable. Internally, the shift from traditional affiliate marketing to a full-scale media business meant rethinking our approach, bringing in new talent, and evolving our content strategy. These obstacles ultimately made us more resilient, flexible, and ready to scale.
How do you evaluate the current state and trends in the global iGaming market? What opportunities and threats do you see?
The iGaming market is moving fast, offering plenty of opportunities but also bringing more competition and unpredictability. Affiliates that still rely only on rankings and clicks risk falling behind. At the same time, new regulated markets are opening up, especially across Latin America, Asia, and Africa, where interest in online gaming is rising quickly. Those who focus on building trust, growing community-led brands, and spreading their traffic sources are far better placed to succeed in this changing landscape.
Which technologies and innovations do you consider the most promising for further growth and competitiveness in the iGaming sector?
I strongly believe in using technology to improve personalisation and user experience, particularly through artificial intelligence and machine learning. While some affiliates use AI to churn out generic content, we see it as a way to support and amplify our team’s creativity, enabling us to deliver personalised content and recommendations at scale. Advances in predictive analytics, behavioural tracking, and smart data segmentation will also be central to our growth and competitive edge.
Already Media actively utilises SEO-driven affiliate marketing. Which strategies do you find the most effective in this area?
For us, effective SEO is built on high-quality content that meets real user needs, backed by strong brand recognition. Generic lists of operators no longer cut it. We prioritise creating authoritative, useful content that people genuinely want to read and share. Our approach is also highly data-driven, using in-depth keyword and semantic analysis, advanced analytics, heatmaps, and continuous A/B testing to make sure every piece aligns closely with user intent.
How do you ensure high-quality traffic and maintain an average volume of 130,000 FTDs per month?
Our strategy is rooted in data. We closely track user behaviour to understand how different audiences engage with our sites and content. This insight lets us fine-tune both our platforms and traffic channels for better performance. Our proprietary SmartTracking system helps route visitors more effectively, boosting conversion rates. We also work closely with our operator partners to maintain high traffic quality, consistently delivering over 130,000 first-time depositors each month.
What unique products and tools has your team developed, and how do they contribute to the company’s success?
We’ve built out a range of unique products, including PokerListings, where we added advanced hand-analysis tools and interactive community features to shift it from a static affiliate site into a more engaging poker hub. Behind the scenes, we’ve developed our own analytics platforms and traffic distribution systems to manage and optimise our portfolio at scale. These tools help us maintain strong performance while staying flexible and efficient.
What contribution, in your view, do slots make to the overall revenue of casinos, and what trends do you observe in their development and promotion?
Slots remain the backbone of casino revenue, often accounting for around 70% of total online income. Right now, there’s noticeable progress in how slots are marketed, with gamified features like mini-tournaments and missions playing a bigger role in keeping players engaged. Personalised game suggestions based on player behaviour are also becoming more influential. For affiliates, staying on top of these trends is key to attracting and holding onto slot players.
How do you assess the role of data and analytics in making strategic decisions for your company?
Data and analytics sit at the core of our decision-making. Whether we are entering new markets or fine-tuning existing content, every move is driven by detailed analysis. We track user behaviour, conversion rates, retention, and broader market shifts to stay responsive and effective. It is not just about strategy. Data shapes how we innovate, ensuring our decisions reflect real user preferences and deliver measurable results.
What key factors do you consider when choosing partners and establishing long-term collaborations?
When choosing partners, we focus on quality, trust, transparency, and shared growth. We assess operators carefully, looking at product standards, reputation, and how well they retain users. Revenue-share models are our preferred structure, as they align long-term goals on both sides. Clear communication and data-sharing are equally important. We value partnerships grounded in honesty and a commitment to ongoing improvement, as this is what drives sustainable success.
What are your plans for expanding into new markets or geographical regions in the near future?
Currently, we focus on three key regions: Africa, South and Southeast Asia, and the Americas. These areas offer significant growth potential, and we are already working to expand our footprint across them. Our approach includes in-depth market research, a clear understanding of local user behaviour, and tailored content strategies. By moving early in these high-potential markets, we aim to build strong brand visibility and position ourselves as leaders.
How do you see the impact of artificial intelligence and machine learning on the future of affiliate marketing in iGaming?
AI and machine learning are set to reshape affiliate marketing, not by churning out content at scale but by unlocking new levels of personalisation. Their real value lies in delivering tailored content and offers based on individual user behaviour and preferences. Affiliates that use AI to enhance the user journey and deepen engagement will stand out, leading to stronger retention and higher overall satisfaction.
What advice would you give to young entrepreneurs aiming to succeed in the iGaming industry?
I advise young entrepreneurs to stay open-minded, resilient, and passionate. Explore as much as you can, even beyond your comfort zone, because your direction will likely change along the way. Keep learning, stay adaptable, and view mistakes as part of the process rather than something to avoid. Most importantly, enjoy what you do. Passion is what drives the persistence needed to succeed in the fast-moving world of iGaming.
Conclusion
Our experience at Already Media proves that sustainable scaling isn’t about rapid expansion — it’s about strategic, well-informed growth. We continue to invest in proprietary tools, deepen our team’s expertise, and make decisions based on real-time insights rather than gut feeling.
For us, growth is not the goal itself — it’s the result of clear thinking, constant adaptation, and a long-term mindset. And we believe that this approach is what enables companies not just to keep up with the market, but to help shape its future.
