The affiliate marketing industry is a fast-moving arena where those who adapt and innovate truly thrive. , Co-Founder and Director of Fomento, has spent the past decade building a reputation as a forward-thinking leader across Brazil, Europe, and beyond. Alessandro’s word is “evolution”, as his career has spanned diverse affiliate marketing verticals from finance to real estate and home improvement, guided by a keen eye for emerging trends before they hit the mainstream.
In this SiGMA News interview, Alessandro shares candid insights on adaptation, opportunity, and why staying ahead of the curve is more crucial than ever for affiliates navigating today’s global marketplace.
Evolve or dissolve
SiGMA News:?If you had to describe your career in one word, what would it be and why?
Alessandro chose a word: Evolution.?“My career has been a continuous journey of adaptation and growth.” ?For almost a decade, he has been working with affiliate and lead marketing across different verticals such as real estate finance and home improvement, where he quickly realised that the key to success lies in identifying emerging opportunities before they become commonplace.
The moment iGaming became the main game
SiGMA News:?What moment was the turning point for you to specialise in iGaming affiliation?
Alessandro Gherardi: “The turning point came in 2020 when I co-founded Fomento with my business partner. At the time, iGaming was exploding in Latin America, particularly in Brazil, where regulation was beginning to take shape. Recognising the potential of a regulated yet underserved market, we decided to specialise in iGaming affiliate marketing. What fascinated me was not just the profitability, but the complexity and dynamism of the industry, which balances compliance, technology, and creative marketing. That shift from general affiliate marketing to a niche focus on iGaming was the defining moment of my career.”
Clicks, code, and crypto: the power trio in Affiliate marketing
SiGMA News:?In 2025, what technology or tool do you think is truly revolutionising affiliate marketing in iGaming? Would you mind sharing a moment when technology enhanced your productivity?
Gherardi responded without hesitation, stating that AI-powered predictive analytics is transforming iGaming affiliate marketing by anticipating player behaviour rather than just tracking clicks and conversions.
Beyond AI, blockchain transparency will be key. Trust issues, such as delayed payments, could be solved with smart contracts that automate payouts using on-chain data.
“For example, in one of our campaigns in Brazil, we integrated a machine learning tool that analysed historical deposit patterns, session durations, and even cultural events (like football matches or holidays) to predict peak engagement times. By adjusting our bidding strategies and creatives in real-time, we saw a 30% increase in conversions almost overnight.”
Surviving the regulatory rollercoaster
SiGMA News:?Regulation is constantly changing. What has been the most unexpected regulatory challenge you have faced?
Alessandro Gherardi: “In Italy, the ADM’s sudden restrictions on bonuses caught many off guard. We had to overhaul entire campaigns in weeks, replacing bonus-heavy messaging with value-based storytelling (e.g., ‘Seamless Deposits’ instead of ‘100% Bonus’). In Latam, was a double-edged sword. While it brought clarity, the taxation structure (especially for cross-border operators) forced us to rethink profit margins.”
Don’t just survive: comply and conquer
SiGMA News:?What advice would you give to those who want to enter this regulated market?
Alessandro offered three key tips for those looking to enter regulated markets.
- First, he recommends starting with a regulated market, even if it’s a small one, because compliance is no longer optional.
- Second, he emphasises the importance of localisation beyond just language; for example, in Brazil, bank slips (boleto bancrio) remain the dominant payment method, yet many affiliates focus only on credit cards.
- Finally, he suggests building strong relationships with regulators by attending conferences and asking questions, as understanding the “why” behind the rules makes it easier to adapt to changes in the industry.
Micro influencers vs. influencers: the power of authenticity
SiGMA News:?Are you team influencers or team microinfluencers? Do you have a favourite campaign where one of these profiles surprised you with its results?
In the ongoing debate between influencers and micro influencers, digital marketing trends are increasingly favouring the latter due to their ability to generate trust and measurable results. Alessandro, a firm believer in the?“Team Microinfluencers,”?highlighted a campaign in Italy:?“In Italy, we ran a campaign with a Twitch streamer who had just 5,000 followers but an incredibly engaged community. His CPA was 50% lower than a celebrity endorsement we tested, simply because his audience trusted his recommendations.”
Thanks to the streamer’s credibility and genuine bond with his community. This success is rooted in Italian cultural preferences, which favour authentic personalities passionate about specific niches, such as a Serie B football enthusiast or a micro-influencer focused on traditional games like tombola (Italian bingo), over generic “sports influencers.” These niche creators consistently achieve higher engagement than broader, more general campaigns.
Affiliate essentials stack
Alessandro was tasked with ranking three key aspects when working with iGaming affiliates: payment models and commissions, technology and control panels, and marketing materials and support. He prioritised
(1) Payment model and commissions as most important, citing that unreliable payments can quickly end partnerships; he once lost a top affiliate to a competitor offering weekly payouts.
(2) Technology and control panels were next, as real-time data is essential for serious affiliates.
(3) Finally, marketing materials, which can be improved or outsourced. Alessandros anecdote: A Brazilian affiliate said, I can forgive bad creatives, but never late payments.
Adaptability drives affiliate success
Alessandro Gherardi highlights that the key to success in affiliate marketing lies in adaptability and the ability to anticipate emerging trends. His experience demonstrates that specialisation, the integration of disruptive technologies such as artificial intelligence and blockchain, and a deep understanding of regulatory challenges are essential for thriving in dynamic markets like Italy and Brazil. Gherardi also emphasises the value of authenticity and trust brought by micro influencers in local campaigns, reinforcing the importance of personalisation and close audience engagement for achieving measurable and sustainable results.
