In the world of affiliate marketing, a little chaos is usually the norm. Managing dozens of websites across different regions often means endless firefighting. Enter Alexandros Michas, who was recently appointed as the Head of Website Operations at Media 24. In this interview, we talked with Alexandros about how he is replacing chaotic, site-by-site fixes with a single blueprint to turn standard affiliate sites into true digital platforms.

A few months ago, you were appointed as the Head of Website Operations at Media 24. To give our readers a look behind the scenes, what exactly does this role involve, and what are the main things you focus on in this position?

My job is to take the big-picture goals discussed with our CEO and figure out how we actually build them. I translate high-level business strategy into a concrete technical roadmap and take responsibility for it and everything that goes into our websites.

Day-to-day, I am leading our talented and experienced team of site managers. Together, we look at our portfolio of websites not just as platforms, but as products. We are constantly tweaking site functionality, brainstorming new product features, and upgrading the user experience. The ultimate goal is to move past standard affiliate landing pages and build something stickier. We want our websites to be the definitive, go-to destination where sports bettors in any given region don’t just visit once to find a bookmaker, but actively want to return to for value.

With dozens of websites in the portfolio, how do you prevent operational chaos? What does a scalable architecture look like for a modern affiliate house?

Honestly, if you treat every site like its own special project, you’ll drown in chaos overnight. The secret is standardisation.

Of course, every region has its own local specifics that we have to adapt to, and we do so by having locals as website managers. But underneath it all, we build everything on a single, shared blueprint. When we design a new feature, we don’t just build it for one site. We build it to level up the whole portfolio at once. It also makes expanding into a new market much easier. If a promising new region opens up tomorrow, we don’t have to start from scratch. We just drop in a product that’s already battle-tested and ready to go.

I’ve also set up teams around each GEO and manager, which include SEO specialists, content managers, and others, to ensure a smooth and efficient workflow.

Since you rely on a single blueprint, how do you manage the human element? How much freedom do your site managers have to experiment in their local markets versus sticking to the playbook?

Our site managers are the true experts in their specific regions, so they have total autonomy over their local content plans and figuring out what makes bettors in their area tick. They own that local strategy completely, while the blueprint just ensures they are building on a rock-solid foundation.

Because they are on the ground, I actually encourage them to constantly pitch product improvements. I always listen to their suggestions because a great idea shouldn’t just stay on one site. If a manager finds a feature that works incredibly well for their audience, we don’t just keep it there. We roll it into our core blueprint so the entire portfolio benefits from it.

The company has shifted toward building true digital platforms rather than just simple affiliate sites that rank. In practice, what is the biggest difference between those two approaches?

The biggest difference is value and retention. A simple affiliate site is transactional. It’s built entirely around SEO keywords just to capture a click, send the user to a sportsbook, and hope for a conversion. If Google tweaks its algorithm, that site is incredibly vulnerable because users have no real loyalty to it.

A digital platform, on the other hand, is an actual product. We aren’t just trying to get a click. We are trying to be a helpful place for the sports bettor. That means building features, community, and data hubs. It takes a lot more time and energy to maintain, but it turns a casual visitor into a loyal user. They don’t just find us on Google once. They bookmark the site and keep coming back because the product itself is valuable.

The World Cup is live right now. An event of this scale is a massive test for any affiliate. How did you approach the preparation for this global tournament from a product perspective, and what features did you ship to keep bettors engaged?

We knew the traffic spikes would be insane, so preparation actually started months ago. From a product perspective, the ultimate goal was instant utility. During a massive event like this, users want their information immediately, without any friction.

Feature-wise, we shipped an advanced match centre, a tournament bracket simulator, and worked heavily on upgrading our entire content strategy specifically for the World Cup. Because of the shared framework we talked about earlier, we didn’t have to build these tools site-by-site. Our blueprint allowed us to deploy these advanced features across all of our sports betting properties simultaneously, giving every region a premium product at the same time.

When the final whistle blows on the World Cup and we look back at the rest of 2026, what will have to happen for you to look back and say we absolutely nailed it?

On the data side, I want to look at our metrics and see a clear spike in returning users. That will be the ultimate proof that our platform strategy is actually working.

But our upgrades and feature improvements don’t just stop with the World Cup. We already have plenty of things in the pipeline, and we are planning a massive push right before the main European leagues kick off late this summer.

At the end of the day, I’ll know we nailed it if our site managers are effortlessly launching these new features, seeing the direct results of their work, and feeling like they have the absolute best tools in the industry to win their markets. That would be proof that we didn’t just build websites. We built a highly scalable affiliate product.

Mr. Gamble, the iGaming affiliate platform behind one of the industry’s largest and most engaged community forums, announced that Brian Roth has joined the company to lead growth across the US and Canadian markets. Roth will oversee affiliate partnerships, market expansion, and content strategy as Mr. Gamble extends its established European authority into North America.

Roth brings nearly five years of specialized experience in US sports betting and iGaming affiliate growth. Most recently, as Senior Director at Gambling.com Group, he scaled Bookies.com from under $1 million to more than $5 million in annual recurring revenue within 12 months, through a combination of SEO, paid media, email, and content strategy.

“Brian’s track record at Bookies.com is exactly the kind of operating experience we look for as we scale into new markets. This industry is moving through an inflection point — AI is changing how players research, compare, and trust operators, and it’s changing how quickly a team can execute against that shift. We’re building Mr. Gamble’s leadership bench around people who can operate at that speed while holding the same standard for accuracy and player trust that’s made us a leading community across Europe. Brian gives us that in North America,” said Richard Dennys, CEO of Mr. Gamble.

“I’m incredibly excited to join Mr. Gamble at such a pivotal moment for the industry. Prediction markets and DFS platforms are reshaping how people engage with sports and entertainment in real time, and Mr. Gamble is perfectly positioned to be the trusted guide for players navigating this new landscape. I’m looking forward to bringing the same growth playbook that worked at Bookies.com to help Mr. Gamble become the go-to resource for players across the US and Canada,” said Roth, US Market Lead at Mr. Gamble.

As part of this expansion, Roth is bringing on Manuel Mora, a lead iGaming and betting industry analyst, to join the Mr. Gamble team. Mora will cover breaking developments across the sports betting, casino, DFS, and prediction market verticals, and help ensure Mr. Gamble’s content gives users clear breakdowns of bonus requirements and honest, pros-and-cons comparisons across operators — a core part of the company’s mission to help players make informed decisions.

“Manuel’s deep knowledge of the industry and his ability to translate complex bonus terms and operator offerings into content players can actually use makes him an incredible addition to the team. As the market gets more crowded with new entrants in DFS, social casino, and prediction markets, having someone dedicated to cutting through the noise for our users is more important than ever,” Roth added.

The Australian Communications and Media Authority (ACMA) has issued a formal warning to mixed martial arts fighter Jamie Mullarkey for breaches of Australia’s online gambling laws.

An ACMA investigation found that in 2025 Mr Mullarkey promoted an illegal offshore gambling service in sponsored posts on his Instagram account. Mr Mullarkey’s Instagram profile also referred to his sponsorship arrangements with the service, including a link to the gambling site and posts with promotional hashtags referring to the service.

Australian online gambling rules prohibit the promotion of illegal gambling services. This includes posts or live streams featuring illegal services, sharing links to those services or running promotional giveaways connected to illegal gambling services.

ACMA member Carolyn Lidgerwood said the enforcement action puts social media influencers and their agents on notice.

“Athletes and social media personalities with large online followings can have significant influence over their audiences and can encourage the use of illegal gambling services,” Ms Lidgerwood said.

“This is the first enforcement action we have taken against an influencer for breaching online gambling rules, and it should serve as a warning to others.

“In this case the ACMA issued a formal warning considering the specific circumstances of the matter. This included that Mr Mullarkey ended the sponsorship arrangement promptly, cooperated with the investigation and quickly removed the material. Mr Mullarkey also accepted responsibility for his conduct and expressed genuine remorse.

“However, all influencers need to be aware that promoting illegal online gambling sites is against the law and can result in significant penalties.”

Individuals who promote or publicise illegal online gambling services can face civil penalties of up to $59,400. Those who facilitate access to illegal gambling services, including by providing hyperlinks or directing users to those services, may face penalties of up to $2,475,000.

“The ACMA will use its full suite of regulatory tools, including these substantial civil penalties, where influencers promote or facilitate access to illegal gambling services,” Ms Lidgerwood said.