A lot can happen over the course of a decade. Just ten years ago Snapchat filters took the social media world by storm, Apple Watches made a long awaited debut, a Mark Ronson and Bruno Mars collaboration was inescapable and Star Wars exploded back onto the big screen.

The year in question also brought about the introduction of PartnerMatrix, which is looking to maintain the visible upward trajectory witnessed during its lifespan across the casino and gambling affiliate software landscape.

In conversation with SBC News recently, Commercial Director, Hasmik Movsisian, reflects on the journey so far, elaborates on the major changes and trends that currently shape the sector and takes a look at the road ahead.

A tale of strength and resilience

With the traditional gifts for reaching such a milestone said to reflect those qualities listed above, an array of significant achievements have paved the way for the company to consistently surpass its own expectations.

Following an array of clients descending on Armenian anniversary celebrations that were shaped by cultural experiences and local transitions, Movsisian begins by firstly highlighting one key moment that has proven pivotal in the PartnerMatrix advancement.

“We began by supporting EveryMatrix’s clients, but over time, PartnerMatrix grew into a standalone product used by other B2Bs through a reselling model.” said Movsisian.

“This demonstrates the flexibility of our solution and our openness to collaboration. As a standalone product, we actively partner with third-party operators, regardless of whether they are EveryMatrix clients or not.”

The support around tier-one and two operators is stipulated as further highlight. This primarily concerns the module being able to handle a huge volume of data, a consistent theme throughout, which delivers reports on a real-time basis.

In addition, reference is also offered to a belief that the group’s overall make-up is a truly unique proposition within the industry that is not fully replicated elsewhere. 

“Another highlight is that PartnerMatrix has an extensive product line, something none of our competitors can match,” Movsisian notes.

“Our offering goes beyond traditional affiliate systems to include standalone agent systems and advanced data intelligence tools, giving both operators and affiliates deeper insight into the value they generate.”

Challenges and pain points

As the landscape naturally evolves during the course of a current ten-year lifespan, this will have been complemented by numerous headwinds.

The biggest of these, Movsisian says, concerns a conversation that is increasing in prominence across the industry; how to correctly nurture relationships.

Regarding affiliate operators, a previous focus on short-term deals has been firmly replaced by long-term partnerships to ensure players remain engaged.

“The second one concerns data,” she explains. “Affiliates are now paying much more attention to data. 

“They want to reach their target audience among players and segmented groups – meaning they don’t just want to target random players, but rather those relevant to the markets their operators are targeting and their specific requirements.”

“The main pain points recently have concerned handling huge amounts of data. In our case, we handle this well, and display this on a real-time basis. 

“This capability enables us to support large-scale operators managing thousands of affiliates. By providing real-time, automatically updated data, we help operators build immediate trust and transparency with their affiliate partners.

“Another key area is compliance. With increasing scrutiny in regulated markets, affiliates must be more mindful of the content they produce and how it aligns with regulatory standards. Understanding these requirements is essential, not just for compliance, but also for evaluating performance and managing costs effectively.”

“In order to be successful in a regulated market, affiliates definitely need to meet compliance requirements and be continually adaptable to changes that inevitably happen.”

Elaborating on the main pain points felt by clients in the current climate, Movsisian says effective account management support is critical to nurturing partnerships.

“Many operators come to us with complaints that they don’t want to raise tickets or they don’t want to be charged for asking questions.

“At PartnerMatrix, every client is assigned a dedicated account manager from day one.

This support comes at no extra cost and ensures that clients receive personalised assistance and all necessary resources throughout the onboarding process and beyond.”