Watch: CEO of Hub Affiliations, Francesco Maddalena's affiliate revolution
SiGMA TV’s exclusive interview with Francesco Maddalena, CEO of Hub Affiliations, at BiS SiGMA South America 2025 in Brazil, offers a sharp analysis of affiliate marketing’s evolution in Latin America’s fastest-growing markets. As regulatory frameworks tighten and technology transforms the landscape, Maddalena’s insights deliver a clear-eyed assessment of what it takes to build sustainable, high-performance partnerships in Brazil and beyond.
Compliance and transparency
Maddalena identifies Brazil and the broader Latin American (LATAM) region as prime growth territories for affiliates but cautions that rapid expansion is matched by swift regulatory change. Drawing on Hub Affiliations’ experience in Italy—one of the world’s most regulated markets—he notes that affiliates must now prioritise compliance and transparency to succeed. “When regulations change in a market like Brazil, you have to adapt quickly,” Maddalena states, warning that the trend toward stricter oversight is likely to spread as more countries introduce licensing regimes.
Transparency is now the cornerstone of lasting partnerships. Operators demand transparent reporting on the customer journey and acquisition funnel, with affiliates required to align their activities closely with operator objectives. “Bookmakers want long-term relationships only with affiliates who are attentive to their positive cash flow,” Maddalena explains. Affiliates must now act as consultants, not just traffic providers, offering actionable insights on both acquisition and retention strategies.
Technology, data, and local expertise
Maddalena highlights the growing role of data analysis and automation in optimising campaign performance. Hub Affiliations manages over 1,000 affiliates worldwide, relying on proprietary technology and real-time artificial intelligence to monitor player activity and campaign results. “We share our technological platform with bookmakers, showing the entire customer journey, affiliate performance, and player lifetime value,” he reveals. This data-driven approach enables immediate feedback, more intelligent decision-making, and scalable campaigns that meet both operator and regulatory expectations.
Looking ahead, Maddalena predicts a global shift toward unified compliance standards and the broader adoption of shared technology platforms between operators and affiliates. He notes that those already embracing these tools benefit from higher quality, real-time traffic, and enhanced transparency. As regulatory restrictions increase, the ability to adapt technology and processes across markets will become a decisive competitive advantage.
Equally crucial is local market knowledge. “We believe in working with local people who live in the country and truly understand the needs of the players,” Maddalena says. Building teams on the ground is essential for anticipating trends and responding to market changes, especially in culturally diverse regions like Brazil.
SiGMA TV continues to deliver industry-leading insights with exclusive interviews from global leaders. Tune in this week for more executive perspectives at SiGMA Asia, taking place this week, June 1-4, in the Philippines.
