As advertising laws tighten, compliance demands increase and the nature of online information retrieval and traffic fundamentally shifts, affiliates are facing unprecedented pressure. Pressure that’s even forced major players like Catena Media to scale back operations and others to fold completely, writes Lauren Harrison.
But rather than retreat and accept the sector’s often-predicted decline, ReferOn is doubling down and leveraging modern technology to rebuild the affiliate model from the ground up.
Founded in 2023, ReferOn is a comprehensive affiliate management system built on real-time data. With a streamlined, intuitive UX, it is designed to help operators and affiliates reconnect and drive revenue.
Vlad Bondarenko, Head of Product at ReferOn, recently met with iGamingFuture’s Head of Content, Curtis Roach, to explore and explain how his company is setting new standards for transparency, communication and performance – and laying the foundations for an affiliate comeback.
This exclusive tête-à-tête is packed with insights that are not only key for affiliates but the entire market.
Read on.
Curtis began by asking Vlad:
Many of today’s affiliate programmes are drowning in fragmented data and delayed workflows. How does ReferOn envision AI-driven, real-time clarity transforming the relationship between operators, affiliates, and performance data over the next few years?
“There is a misconception in the industry that the future of AI is simply about adding chatbots or predictive buttons to existing dashboards.
“At ReferOn, we believe this is the wrong approach. You cannot put a Ferrari engine in a wagon; you need the right framework first.
“The next few years won’t be defined by who has the flashiest AI features, but by who builds AI-ready data infrastructure.
“Most affiliate systems today still operate on snapshots, which are delayed exports and static reports that tell you what happened yesterday.
“That is data without a pulse.
“ReferOn’s primary focus is to unify fragmented data into a single, real-time layer.
“Before AI can be intelligent, the data must be live and accessible. We are building the pipeline that allows AI to read the context instantly, rather than analysing old news.
“Currently, a dashboard can tell an operator that numbers dropped. It rarely tells them why. The transformation we are working toward is ‘Explainable Clarity’.
“Today, when you see a drop in traffic, you have to dig through reports to find the cause.
“Tomorrow, the system will spot the anomaly and offer the context immediately (e.g., ‘Traffic is down because X link is broken’, or ‘Conversion dropped due to a specific geo’). It’s about shifting from passive reporting to active detection and resolution.
“This is the ultimate goal.
“When data is fragmented and delayed, trust between operators and affiliates relies on manual syncs, emails, and chaotic cross-referencing spreadsheets. But when clarity becomes live and explainable, trust becomes systemic.
“You don’t need a cross-departmental call to verify the numbers because the system provides the proof, and the context, in real-time.
“We see a future where the platform facilitates a transparent partnership, allowing humans to focus on strategy rather than data verification.”
Most affiliate platforms continue to evolve horizontally, adding more dashboards and features with little-to-no improvement in the overall experience. What does ‘Forward Evolution’ look like to you, and how does ReferOn’s living interface model represent that shift?
“To understand the shift ReferOn is aiming for with Refie, it’s helpful to first distinguish between the industry norm (horizontal evolution) and the new direction (forward evolution).
“In the current affiliate technology landscape, platforms often mistake complexity for capability.
“Horizontal Evolution refers to the tendency of platforms to expand sideways by adding more report templates, dashboards, granular filters, and endless rows of data. And while this provides more substance to work with, it also increases the user’s cognitive load.
“An affiliate manager often has to click through five different sub-menus just to answer a simple question like: ‘Is our tracking working right now?’ or ‘Did we make money today?’ The user effectively has to ‘interrogate’ a static database to get answers. The system waits passively for input.
“‘Forward Evolution’ represents a shift from passive reporting to active awareness.
“Instead of forcing the user to dig for insights, the system automatically brings the most critical context to the surface.
“To us, ‘Forward Evolution’ isn’t just about adding features; it’s about changing the relationship between the user and the software. It’s the shift from a system that is purely input-oriented (passive data entry) to one that is output-oriented (active, engaging, and alive).
“Refie represents our commitment to this new direction.
“Currently, Refie is the foundational step – a North Star for guiding ReferOn’s direction.
“At this stage, Refie’s primary role is to introduce an emotional connection to a typically sterile and lifeless B2B environment.
“Affiliate management is stressful, and the software shouldn’t add to that stress. By placing a relatable, visual character within the UI, we are softening the edges of the database experience.
“It’s about making the platform feel welcoming, creating a space where users actually want to return. Not just because they have to, but because the environment feels friendly and engaging.
“We view Refie as a young entity that is growing alongside the platform.
“Right now, Refie is an observer, a mascot representing the user’s ally within the system. He is there to establish the habit of looking for a personality in the software, rather than just staring at grids.
“While Refie, in its current status, is the static embodiment of our philosophy, it sets the stage for the future living interface. Today, Refie adds warmth and visual interest to break the monotony of data.
“Tomorrow, as we develop the system’s output capabilities, Refie will evolve. The goal is for the interface to eventually react, animate, and signal system health.
“We are building ReferOn to be more than just a tool; we want it to be a habit. Refie is the first, crucial step in transforming the user-experience from a transactional chore into an engaging interaction.
“He is the promise that in the future, the system won’t just store your data, it will live with you.”
Communication delays between operators and affiliates often slow optimisation and stunt revenue growth. How can a ‘living interface’, such as Refie, help operators create faster, more intuitive feedback loops? And what long-term impact could this have on partner performance?
“Communication delays often happen because users treat affiliate platforms as passive archives, places they visit only when necessary.
“To fix this, we are fundamentally shifting the system from input-only (storing data) to output-focused (proactively alerting users).
“Right now, Refie is the first step in breaking the ‘cold software’ barrier. He is currently a static presence, but a crucial one. He introduces a human element to the interface.
“As I previously said, we want to build a ‘habit’.
“By making the interface feel friendlier and less industrial through Refie’s presence, we lower the mental resistance to logging in. And when an affiliate actually enjoys the look and feel of the platform, they check it more often. Higher frequency means faster communication loops.
“While Refie sets the mood, we are actively building the infrastructure to drive real-time communication. We are now planning to introduce an internal messenger and a smarter notification system.
“The goal is for the system to ‘speak’ first instead of waiting for an operator to send an email; the system will trigger alerts for critical events.
“As we evolve, Refie could become the face of these outputs in future iterations. Instead of a robotic text alert, users will see Refie guiding their attention. He becomes the ‘face’ of the system’s output.
“We are honest about where we are.
“Refie is still young – a visual companion growing with the system. But as we roll out these new communication tools, Refie will gain engaging new animations and interactivity. He will eventually help highlight these alerts, making the system output feel less like a warning and more like a helpful nudge from a partner.
“Refie is the human touch that makes the platform approachable, while our upcoming messenger and notification tools provide the speed. Together, they create an environment where communication is not just faster, but more natural.”
As transparency becomes a defining expectation for modern affiliates and iGaming relationships in general, what new standards or behaviours do you believe will emerge, and what should operators do to stay ahead of the curve?
“Transparency used to mean ‘you can export a CSV’. That era is ending. The new standard is ‘Explainable Performance’.
“In the next few years, trust won’t be a feeling. It’ll be a log file where every number and every payout must be traceable to its source logic. We are moving toward more robust, tamper-resistant audit histories.
“Operators must build systems around provable data flow. If you are still hiding behind manual reconciliation or ‘black box’ adjustments, you will lose your best partners to platforms that offer transparent reward logic.
“Affiliates today demand to know how a reward was calculated, not just what the final number is. Reward explainability must be a built-in feature. The system needs to show the math, the deductions, and the qualifiers in real-time.
“When the logic is visible, the relationship shifts from ‘verification’ (checking if you were cheated) to ‘strategy’ (how to earn more).
“How does Refie fit in? He is the user-friendly layer on top of this complex data. While the system ensures the math is perfect and the logs are immutable, the interface (and Refie) ensures the user doesn’t feel overwhelmed.
“Refie’s job is to make this dense data feel approachable. He represents the platform’s openness and is a visual signal that the system has nothing to hide and is working for you, not against you.”
In Barcelona for ICE 2026 or iGB Affiliate 2026? Meet the ReferOn team in person at Stand L58 or secure an exclusive 1-on-1 product session now.
Editor’s Note:
The affiliate space has been under strain for years.
While iGaming has made massive leaps forward in terms of tech and consumer trends, the affiliate model has largely remained static–relying on outdated dashboards, delayed reports, and manual reconciliations–, resulting in a declining sector.
What makes ReferOn’s approach different–beyond the tech–is the willingness to go back to the beginning and rebuild from a foundational basis rather than layer more features onto an outdated and broken system.
Vlad, a clear expert in his sector, doesn’t offer quick fixes or pretty tools. Instead he believes the future of affiliates lies in real-time, trustworthy, and explainable data.
Without this, he argues convincingly, AI is just decoration, only adding to the white noise and turn-off.
As for Refie, the affiliate mascot/soon-to-be living interface humanises the experience, transforming data-heavy hum-drum affiliate management into a proactive, two-way experience that closes feedback loops, and allows all parties to focus on reaching players and generating revenue.
Welcome to the affiliate management revolution. ReferOn style.
