Game Lounge CEO Richard Dennys on Affiliate Strategy, Tech Demands, and Industry Trends Ahead of 2026

Leading the Charge in iGaming Affiliates

"I'm Richard Dennys, CEO of Game Lounge. We're an affiliate business operating in the iGaming space, headquartered in Malta with a team of 200 professionals. Our mission is simple: to guide and advise users seeking entertainment and fun through our network of 130 websites across multiple markets."

SBC Summit: Insights and Engagement

Richard attended the SBC Summit alongside a 10-person team from sales and management. Beyond networking, he also participated in panels focused on the future of affiliate marketing and talent development, contributing thought leadership to some of the industry's most pressing conversations.

What Game Lounge Looks for in Tech Providers

With over 300 tech tools in play, Game Lounge seeks cutting-edge solutions that offer responsive accounting, real-time data, and robust API integration. “We operate with sophisticated systems and need speed above all,” Dennis emphasized, highlighting the importance of agility and precision in their tech stack.

Scaling Globally with Strategic Infrastructure

Game Lounge’s Tier 1 status stems from its centralized support structure and ability to scale across multiple markets. “Smaller affiliates might have just a founder or a content manager working in one market. We have full teams—tech, leadership, capital—which allows us to grow fast and stay resilient,” Dennys explained. This infrastructure also enables strategic acquisitions and rapid response to market shifts.

2026: Automation and AI Take Center Stage

Looking ahead, Dennys sees large language models and AI as transformative forces in affiliate marketing. “Users are increasingly relying on AI, so we must ensure our content is discoverable and accurate in real time. Reliable data is key,” he noted. Automation will be central to future B2B collaborations among affiliates, operators, and suppliers.

Regulation: Balancing Safety and Access

Dennys stressed the importance of player safety and responsible entertainment. “We can’t leave users in the wrong hands. Regulation is vital—but overregulation can push players into black markets,” he warned. Affiliates play a crucial role in guiding audiences toward safe, trustworthy platforms, especially in markets where regulatory clarity is still evolving.