Never Stop Innovating: John Wright on iGaming, SEO & Affiliate Marketing

Who is John Wright, and what led you to the iGaming and affiliate marketing industry?

John Wright: I’ve been involved in iGaming and affiliate marketing for nearly 24 years, initially drawn to the industry by its dynamic nature and continuous innovation. My passion lies in understanding user behavior, leveraging data, and using SEO strategies to help affiliates succeed. Early on, I recognized the potential of digital marketing within the rapidly growing online gambling sector, which led me to specialize in affiliate marketing, SEO strategies, and later, analytics.

What inspired you to create StatsDrone, and how does it help affiliates manage their data?

John Wright: It’s a great question. Creating StatsDrone was driven by a need to solve practical problems rather than solely focusing on SEO or other marketing strategies. As an affiliate manager, I often encountered affiliates whose main metric was receiving the highest possible revenue share. However, offering excessively high revenue shares wasn’t sustainable or realistic in the long run.

I noticed that many affiliates didn’t thoroughly analyze their own data, which could lead to significant revenue leaks. Existing tools, such as Stats Remote, provided basic insights but lacked essential functionalities to help affiliates identify issues like outdated links or casino closures. I saw a clear opportunity to develop a more comprehensive solution.

StatsDrone helps affiliates by providing real-time alerts and detailed analytics, highlighting issues that could impact revenue streams, such as broken links, changes in affiliate software, or closed casinos. By delivering clear, actionable data through intuitive graphs and alerts, StatsDrone enables affiliates to proactively manage their business, ultimately improving their efficiency and profitability.

What trends in user behavior and engagement have you observed through StatsDrone’s analytics?

John Wright: Not many people realize that StatsDrone doesn’t directly analyze our customers’ data. We don’t access their traffic or revenue data unless explicitly requested, such as for custom dashboard creation. The only time we would see this data is if customers explicitly share it with us, for example, when they request a custom dashboard.

I’m continuously engaging with very successful iGaming affiliates and SEO professionals who run their own agencies to better understand industry trends. Sometimes their answers align closely, but I believe there’s a deeper shift happening beyond just data and traditional SEO practices. Google’s recent focus on the “helpful content” update suggests that genuine products and authentic, valuable content are becoming increasingly critical.

For instance, AskGamblers is more than just another review site; it provides tangible products like casino complaints management and a robust community platform. Without these features, they’d merely be another review site, which is a model that’s currently struggling. To stand out today, affiliates must either produce exceptional, journalism-level content or develop unique products and platforms, creating conversations around topics nobody else is addressing, much like what are you Fortis Media are doing.

Additionally, affiliates who effectively capture and analyze first-party data see better user retention and engagement.

What impact do AI and machine learning have on the iGaming sector?

John Wright:  I believe there’s a specific time and place for AI in the iGaming sector. Over the past year and a half, we’ve seen people primarily use AI tools for automation, especially in content creation. Initially, this seemed promising, but it’s clear that simply automating content is no longer consistently effective.

However, AI still has significant potential when used to enhance content strategies rather than fully automate them. For example, if a task usually takes two hours to create high-quality content, AI could help leverage that effort, providing the equivalent of four additional hours of research and content enrichment within the same timeframe. This approach allows affiliates to produce richer, more engaging content without extra time commitment.

Additionally, when considering AI and machine learning, I emphasize the importance of data. AI without quality data is ineffective. Likewise, data without AI can still provide substantial value. Many overlook the crucial role of data as a foundational element. For instance, platforms like AskGamblers provide data-rich services like casino complaint management. Even without applying AI, analyzing complaint data alone can generate valuable insights and content.

Ultimately, my strategy prioritizes collecting robust and unique datasets first. Once you have that foundation, AI can significantly amplify your capabilities and create exceptional opportunities for content marketing and SEO.

With the rise of cryptocurrencies and blockchain, how do you see their role in iGaming and affiliate marketing?

John Wright: The growth of cryptocurrency in iGaming reflects a rising demand for privacy and anonymity among players. The gray market is expanding partly because users increasingly prefer the privacy offered by cryptocurrency platforms, often trading off traditional player protection for greater anonymity. This creates an ongoing tension between regulation and privacy.

However, many crypto platforms aren’t inherently more private by default, as they often utilize infrastructure similar to regulated markets. There are some truly blockchain-based platforms where transactions are transparently recorded on the blockchain, which is beneficial. We definitely need more innovation in that area.

Currently, blockchain technology itself is largely underutilized in iGaming beyond simple crypto transactions. While the industry tends to focus on cryptocurrencies like Bitcoin, Ethereum, or USDT, there’s a substantial opportunity to innovate further with blockchain technology itself – particularly in how we manage and validate data. Blockchain has the potential to provide a secure, immutable source of truth for data. Yet, one significant engineering challenge remains: blockchain’s immutability. In cases where legitimate data editing or removal is necessary, solutions must be found that balance practicality with the technology’s fundamental principles.

While significant potential exists, practical and widespread blockchain engineering and product innovations in iGaming are still several years away. The space is profitable, but we have yet to fully realize blockchain’s true potential within the industry.

How has regulation impacted the iGaming industry, and what should affiliates and operators be aware of?

John Wright: The impact of regulation has been substantial and complex. My perspective is that overly stringent regulations are inadvertently pushing players and affiliates toward unregulated markets. Many affiliates have expressed frustration, telling me they originally wanted to remain compliant but have faced account closures despite following the rules. There’s a widespread feeling that regulators now primarily support only large affiliates, marginalizing smaller ones.

For instance, entering regulated markets, such as the U.S., can cost upwards of $100,000 in setup and licensing fees, presenting a significant barrier. Affiliates often have no choice but to join larger affiliate networks, inadvertently consolidating market power in fewer hands.

A significant gap exists between regulators and industry veterans; rarely are experienced affiliates consulted when new regulations are being crafted. This disconnect creates unrealistic compliance expectations and frustration among affiliates, who often feel neglected or misunderstood despite their genuine efforts to comply.

Affiliates and operators must be aware of these dynamics and actively engage in dialogue with regulatory bodies. Constructive conversations and feedback loops are essential for realistic, practical, and supportive regulatory frameworks, ultimately ensuring sustainable industry growth and reducing incentives to operate in gray markets.

What common mistakes do affiliates make in iGaming, and how can they avoid them?

John Wright: One of the biggest mistakes affiliates have made over the past decade is becoming overly reliant on SEO. While other marketing channels like streaming, video content, social media, and paid media have emerged, many affiliates have remained focused solely on SEO. The problem is that this approach is becoming increasingly unsustainable. We’ve seen authority builders and SEO experts who once thrived now shutting down their affiliate courses, openly admitting that the strategies they once taught no longer work. Instead of continuing to sell outdated methods, they’ve chosen to move on.

The key takeaway is that affiliates need to diversify. If you’re not tapping into streaming, media content, or social engagement, then what’s the next step? In my opinion, the answer lies in developing a product. The sooner affiliates realize this, the better. High-quality, unique products are what will drive long-term success.

There is data to support this shift, but many affiliates either don’t recognize it or take too long to act on it. Identifying patterns requires research and the right tools, like Ahrefs, which can reveal shifts in traffic and ranking trends. However, sometimes it takes months to fully understand how the market is evolving. For example, I was consulting with a casino operator and showed them an opportunity where they could rank for certain keywords that were previously dominated by affiliates. When we analyzed the data, we found that one well-established affiliate site had lost 90% of its traffic—dropping from 100,000 unique monthly visitors to just 10,000. This was a niche site that I wouldn’t have expected to decline so drastically, but it happened.

The lesson here is to never stop innovating. SEO is constantly evolving, and affiliates who rely solely on it risk becoming obsolete. With the rise of AI-generated search overviews, many affiliate sites are seeing significant drops in traffic because users get their answers directly from AI-generated snippets rather than clicking through to the website. This shift is leading to reduced revenue, making it crucial for affiliates to find new ways to capture their audience.

One way to do this is through first-party data collection. Affiliates need to ask themselves: How do I retain my audience? How do I engage them beyond just SEO? If traditional methods are no longer working, what innovative approach can I take? Those who are willing to adapt and experiment with new strategies—whether it’s leveraging first-party data, improving user engagement, or developing unique products – are the ones who will continue to grow and succeed in this ever-changing industry.

How do you deal with Google updates and do they affect the affiliate traffic?

John Wright: Google’s updates, especially with AI-driven search, are changing the way affiliate traffic flows. Moving forward, AI-generated search results will likely play a significant role, and affiliates must adapt by focusing on brand-building rather than relying solely on SEO rankings.

A key aspect of long-term success is creating a recognizable brand. If people actively search for your brand instead of generic keywords, you gain a major advantage. In the past, exact-match domains like “bestonlinecasinoreviews.com” might have ranked well in Google’s search results, but today, people are less likely to click on these types of sites. Search behavior is shifting, and Google’s algorithm is prioritizing more specific, high-quality results over generic, keyword-stuffed content.

The most effective way to compete in this landscape is by putting a human face behind your brand. That’s why podcasting, YouTube content, short-form videos, and live streaming are becoming more important. People want to connect with real voices, not faceless websites. In the past, ghostwritten content could rank well without an identifiable author, but those days are fading. Authenticity is now a crucial factor in search rankings and audience engagement.

This shift is also an opportunity for smaller affiliates. While large brands have strong name recognition, new affiliates can still carve out their own space by focusing on unique, people-driven content. Those who invest in building trust, creating engaging content, and providing real value will have the best chance of thriving in the evolving SEO landscape.

Can new affiliates break into the iGaming space and compete with established players?

John Wright: Absolutely. One of the most powerful ways for new affiliates to break into the industry is by leveraging influencers. Social media platforms like Facebook, Instagram, and YouTube Shorts provide direct access to audiences, allowing affiliates to build trust and establish authority. While TikTok’s future in certain markets is uncertain, live streaming and content creation remain critical alternatives.

At its core, people prefer to buy from people. This shift towards influencer-driven marketing presents a major opportunity for new affiliates. To succeed, affiliates must adopt one of two mindsets: either become a product creator or an entertainer.

If you’re product-focused, this means developing tools, apps, or unique services that provide real value to players. If you’re focused on engagement, then your goal should be to educate, entertain, or inform through media like streaming, video content, and podcasts. With AI tools making website and app development easier than ever, affiliates no longer need massive engineering teams to create something impactful.

New affiliates who embrace this mindset and find creative ways to connect with their audience – whether through innovative products or compelling content – will have the best chance of thriving in the iGaming space.

What are the biggest myths about affiliate marketing that you’d like to debunk?

John Wright: One of the biggest myths about affiliate marketing is that it’s easy and generates passive income effortlessly. The idea of sitting on a beach while money flows in has been widely marketed, but the reality is far different. Every successful affiliate I know works incredibly hard while also being strategic about their efforts.

Hard work alone isn’t enough – you need a clear strategy. Many affiliates enter the industry with short-term goals, expecting to make a lot of money in just a few months. However, building a sustainable business requires long-term planning. Few affiliates consider developing a business that lasts for years and can eventually be acquired for millions of dollars.

Another myth is that SEO is easy or that Black Hat SEO strategies no longer work. While Black Hat techniques still exist, they come with significant risks, and the future of search is shifting rapidly. No one can predict exactly how SEO will evolve, but one thing is clear – success in affiliate marketing is no longer about quick wins. It’s about adaptability, long-term vision, and creating genuine value for your audience.

What habits or skills have contributed most to your success in the industry?

John Wright: I’d say two key factors have contributed to my success: data analysis and a strong focus on a single project at a time.

First, data analysis is crucial. SEO, at its core, is deeply connected to data, and the most successful affiliates and SEO professionals use data-driven insights to their advantage. Being able to analyze and act on trends effectively separates top-performing affiliates from those struggling to keep up.

Second, and perhaps more importantly, maintaining focus on one project rather than spreading myself too thin has been a major key to success. Over the years, I’ve found that every time I concentrated solely on one project, my results improved significantly. The moment I tried to juggle multiple ventures, the quality of my work declined. That’s why we ultimately sold our affiliate site – to avoid competing with our own customers and to focus entirely on StatsDrone.

Many affiliates fall into the trap of trying to launch multiple sites at once, hoping to maximize their chances of success. However, I recently spoke with a highly successful SEO affiliate who had 10 smaller sites generating some revenue, but he realized that they were taking away from his core business. He sold those sites and focused entirely on three strong ones, which allowed him to grow more efficiently.

While diversification is often advised, the most successful affiliates typically start by mastering one project before expanding. Once you build a solid foundation, then it makes sense to branch out. However, many people lack the patience to do this. They want to launch multiple sites at once, only to spread themselves too thin and end up with mediocre results. Mastering one thing at a time is what truly leads to long-term success.

What role does SEO play in the success of an iGaming affiliate website?

John Wright: SEO still plays an important role, but its impact varies depending on the approach. Some sites gain traffic due to specific search behaviors, such as users searching for brand-related terms like “Casino Brand Name” or “Poker stars Brand Name” These sites have built a strong reputation where people actively seek their insights. However, not all affiliates can replicate this model.

Google’s algorithms are constantly evolving, and search rankings fluctuate frequently. A site might rank in the top five for certain keywords one month, only to disappear the next, then partially recover. The volatility makes it difficult to build a stable business solely on organic search.

Google is also increasingly pushing businesses toward paid traffic. The platform understands the value of high-ranking keywords, and in many cases, businesses must pay to maintain visibility. This further reinforces the need for diversification beyond SEO.

Affiliates should focus on long-term sustainability by building a recognizable brand and an engaged audience. Capturing first-party data is crucial – whether through email lists, social media followings, or direct user engagement. Platforms like YouTube provide an opportunity to create content and build a subscriber base, reducing dependency on Google’s search algorithms.

In short, while SEO remains valuable, it should not be the sole traffic source for an affiliate business. Affiliates who prioritize brand development, audience engagement, and multi-channel marketing will be in a much stronger position to succeed in the evolving iGaming landscape.

Can you tell what inspired you to start Affiliate BI Podcast and what kind of insights listeners can expect?

John Wright: The idea behind the podcast started with our app for affiliates. Initially, I thought that simply creating a great product would naturally attract users, but when I started promoting it in forums and discussions, I quickly realized that getting traction would require much more effort. That led me to study the SaaS business model in-depth, particularly the importance of trust-building in the sales process.

To grow an audience and establish credibility, I decided to push myself out of my comfort zone and start a podcast. It was a challenge at first, but I knew that engaging with industry experts and sharing their insights would be valuable—not just for listeners, but for me as well.

One of the biggest benefits of running the podcast is that I get to learn directly from top industry professionals. Every guest brings unique insights, and the conversations provide a wealth of knowledge that I might not have access to otherwise. Even if no one else listened to the episodes, I would still find immense value in them for my own learning and growth.

The podcast has also expanded my network significantly. Posting video clips and discussions on LinkedIn has helped me connect with industry leaders and create meaningful conversations. More than anything, it has reinforced the idea that asking questions—even the ones that might seem basic—can lead to powerful insights. Being open to learning and having candid discussions has allowed me to continuously build my expertise.

For listeners, the Affiliate BI Podcast offers a mix of in-depth discussions, expert insights, and real-world strategies that can help affiliates navigate the evolving landscape of digital marketing, SEO, and iGaming. Whether someone is new to the space or already experienced, they can gain valuable perspectives on how to grow and adapt in this competitive industry.

From all the guests on your podcast and your experience, what’s the best piece of advice you’ve ever received in business?

John Wright: That’s a tough one, but if I had to choose, I’d say the most valuable lesson I’ve learned is the importance of consistency and long-term vision.

One of my guests, Steve Toth, runs an SEO newsletter, and he shared a piece of advice that stuck with me: “Whatever you do, always publish consistently”. He emphasized the importance of sticking to a schedule – whether it’s weekly or biweekly – because consistency builds trust and momentum.

That lesson had a huge impact on me. When I launched my podcast, I committed to publishing an episode every week. That self-imposed pressure kept me accountable, and over time, it became second nature. After hearing Steve’s advice, I also realized I wasn’t being consistent with my newsletter, so I made the necessary changes to fix that.

Many people fail because they jump from one opportunity to the next without committing to a long-term vision. I’ve seen it time and time again—someone starts a podcast or a project, but they don’t stick with it, and it fizzles out. The real value comes when you stay patient, put in the work, and trust that the results will come.

If you do one thing exceptionally well and remain consistent, people will start to recognize and trust you. The recognition might not happen overnight, but when it does, it becomes a turning point. That’s when you realize you’ve built something meaningful—a network, an audience, and ultimately, the ability to create your own opportunities.