One of the clearest 2026 themes in iGaming is the shift from raw CPA logic toward KPI thinking, better quality control, and more practical AI use across buying workflows.
In SiGMA’s recent interview with Trident CEO Nikita Koshelyuk, the core message is that iGaming affiliate marketing is maturing. He says the classic CPA model is losing ground as the only meaningful benchmark, while KPI-based structures are becoming more important. He also points to a faster rollout of AI in real workflows, especially in creative generation and analytics.
That matters because KPI logic changes what counts as “good traffic.” Cheap front-end volume stops looking impressive when operators care more about deposit quality, downstream behavior, and actual player value after the click. Another SiGMA interview focused specifically on traffic quality makes a similar point, arguing that as competition for high-value players intensifies, quality and partner trust become central to sustainable growth.
For media buyers, this is one of the healthiest signals in the market. It means brute-force volume is getting less glamorous, while disciplined buying, stronger prequal logic, and better post-click economics are becoming easier to defend. iGaming is not getting softer. It is just getting more honest about what valuable traffic actually looks like.
