Watch: How does the human factor affect traffic quality?
As competition for high-value players intensifies, traffic quality and partner trust are becoming decisive factors in gambling operators’ sustainable growth. In an interview with SiGMA News reporter Anastasia Solomakha, Mikhail Dubovoy, CBDO at Win Win Partners, explains how traffic sources work today: SEO (search engine optimisation), PPC (pay-per-click), and tipster networks. He also discussed why LTV (lifetime value) and the payback period shape commercial decisions and what distinguishes partners who scale quickly from those who burn through budgets.
According to Mikhail, the choice of traffic source depends on the specific deal and the advertiser’s objectives. “The best types of traffic depend on the deal and how much we’ll earn from it,” he noted, adding that organic traffic leads the way in terms of quality: “Traditionally, it’s organic traffic. SEO, ASO (app store optimisation), and organic traffic on mobile devices bring in very high-quality and stable players.“
What determines the effectiveness of traffic channels
Paid channels remain an important scaling tool. “Google PPC is performing excellently, although it is difficult to secure due to market challenges. Google UAC (universal app campaign) delivers traffic that is slightly lower quality, but it’s still workable,” explained Mikhail. He also mentioned tipster networks, influencer traffic, and push channels, which are working well in several markets. That said, the effectiveness of channels, he noted, depends heavily on the partner: “It’s all case-by-case: there are partners who, even in difficult conditions, find the strength to deliver results.“
What sets successful partnerships apart
Mikhail cited LTV and payback periods as the key metrics for evaluating affiliate programmes. “First and foremost, LTV, the lifetime value of a player, and the payback period for traffic,” he said, also emphasising the importance of the human factor: “The most important thing is that we can trust the partner; it is preferable to know them personally or have a reliable recommendation.“
Mikhail also highlights the value of partners’ experience. According to him, typical mistakes made by newcomers are linked to chasing volume and insufficient diversification. “Newcomers often chase maximum volume and lose quality. It’s impossible to scale with traffic like that,” he noted. Another common mistake is reliance on a single channel: “If a partner has focused on a single channel and something happens to it, you’ll have to pause to find a new one.“
Successful teams, according to Mikhail, operate differently: they test, allocate their budget between testing and scaling, and have experienced team leads and buyers. “Teams with experience, ambition, and strong leaders scale quickly. They test, find a traffic source and scale it,” he says.
Win Win Partners is also prepared to review commercial terms depending on traffic quality. “We review deals. If quality improves, we’re prepared to increase volumes,” confirmed Mikhail. However, the approach to each partner must be tailored: “Even from a single source, different partners yield different results, so a tailored approach is essential.“
‘Traffic is a personalised matter’
An interview with Mikhail Dubov reveals the current landscape of the gambling traffic market and offers practical recommendations for partners and advertisers. He recommends focusing on quality and retention, diversifying sources, setting aside a budget for testing, and building personal relationships with counterparties. “Traffic is a personalised matter,” he concluded, noting that it is precisely a personalised approach and transparent metrics that enable the development of long-term win-win partnerships.
This article was first published in Russian on 24 March 2026.
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