Interview with Brendan Spiteri - The Head of Commercial at Routy

Transformation and Projections in Affiliate Marketing: A Publisher’s Perspective

Brendon Spiteri is an experienced iGaming professional with eight years in the industry, specializing in digital and affiliate marketing. As the Head of Commercial at Routy, he is dedicated to building strong relationships and driving success through strategic collaborations. Brendon actively shares his expertise through panels, podcasts, and interviews, offering insights into iGaming and affiliate marketing trends. 

Q: How Routy can enhance affiliation, especially from a publisher’s perspective?

Routy is an iGaming affiliate BI and data aggregation platform that combines traffic tracking with revenue/conversion analytics for publishers and affiliates.

It helps publishers see the full funnel: page views → clicks → registrations → deposits/FTDs → revenue, so they can understand which pages, traffic sources, and partners actually make money. Routy is not just a traffic tracker; it connects traffic data to conversion and revenue data so publishers can optimize content, campaigns, and partnerships.

Q: Affiliate marketing has experienced transformation in recent years. What traffic models have evolved and which one is the most engaging?

Affiliate marketing has experienced dramatic transformation in recent years, and nowhere is this shift more evident than on the publisher side (Affiliate). What once relied heavily on simple banner ads and static blog links has evolved into a highly strategic, content-driven, and technology-enhanced opportunity for publishers to build sustainable revenue streams.

One of the biggest changes has been the rise of diversified traffic models. Traditional bloggers have been joined by comparison sites, coupon platforms, niche media outlets, and a fast-growing creator economy powered by YouTube, TikTok, and Instagram. This diversification has empowered publishers to choose the formats and verticals that align best with their audience’s needs, ultimately improving engagement and conversions.

Q: How technology has transformed affiliate marketing the way publishers operate?

Technology has also transformed how publishers operate. Advanced affiliate dashboards such as Routy now provide detailed analytics, allowing publishers to identify top-performing content, track customer behavior, and optimize in real time. AI-powered tools help creators generate product recommendations, write optimized content, and even predict which offers will perform best. For publishers, this shift toward data-driven decision-making means more control, higher efficiency, and stronger earning potential.

Q: Strong affiliate partnerships are built on data insights and shared vision. How technology can further improve long-term audience loyalty for publishers?

Another key transformation is the growing emphasis on trust and authenticity. As consumers become more selective, publishers who deliver honest, transparent reviews and high-value content stand out. This authenticity not only boosts conversions but also leads to long-term audience loyalty, which is becoming one of the most important assets for affiliates.

Looking ahead, projections for publishers point to continued growth. The rise of personalized content, AI-assisted content creation, and improved attribution models will give publishers even greater influence in the customer journey. Creator-led commerce will keep expanding, and publishers who build strong brands and leverage emerging tools will be positioned to benefit the most.

In the coming years, affiliates will play an increasingly central role in performance marketing. Shaping purchasing decisions, driving targeted traffic, and defining the next chapter of digital commerce.

LL: Brendon, thank you for your time and the valuable insights into the future of affiliate marketing.