GSH Online Media CEO Reflects on AffPapa Madrid 2026

Strengthening Partnerships and Building Brand Awareness

GSH Online Media participated in AffPapa Conference Madrid 2026, a key meeting point for affiliates, operators, and companies across the industry. What were the company’s main objectives for attending the event, and how would you assess your overall experience in Madrid?

"Our main objectives in Madrid were brand awareness and reconnecting with our existing partners. We're not really looking for new partnerships as we prefer to strengthen the ones we already have.

On SlotsCalendar alone, we have over 3,000 partnerships with casinos and hundreds of gaming studios, while on BetBrain, which has more than 20 years of experience in the market, it's hard to find a sportsbook that is not listed there.

After so many years in this industry, working alongside all the major players, our priority remains the same: strengthening relationships and adding that human touch. Calls and emails are useful, but they will never replace a face-to-face conversation.

As for the experience itself, Madrid delivered. The quality of the conversations, the people in the room, and the energy of the event made it well worth the trip".

AI Adoption Reshaping the Affiliate Landscape

During AffPapa, you had the opportunity to connect with different stakeholders across the industry. What trends or changes did you observe within the affiliate and iGaming ecosystem during this year’s edition?

"The main trend everyone noticed is the accelerating adoption of AI, integrated at every level of an organization.

Beyond that, we're starting to see more generic SEO affiliates trying to diversify, moving beyond pure search traffic so they can stay relevant as the landscape continues to evolve".

Sports Bettors Are Changing How They Access Information

Sports betting continues to evolve rapidly across both established and emerging markets. From GSH Online Media’s perspective, what changes are you seeing in user behavior and acquisition strategies within the sports betting segment?

"The sports bettor’s needs have not changed. We have living proof of that on BetBrain and BetOnValue.

Smart punters are still looking for value bets, sure bets, and statistics, while casual bettors continue to seek betting tips, analysis, and communities. What has changed is how they satisfy those needs.

Large Language Models (LLMs) are becoming the preferred tools for users who want to reach their goals faster and more efficiently.

And here's the hard truth: if your company relies exclusively on organic search traffic, you're going to get hit hard. Users are transitioning from traditional search engines to LLMs, and that shift is already underway".

Investing in Technology to Stay Ahead

The market is becoming increasingly competitive and performance-driven. How is GSH Online Media evolving its strategy to differentiate itself and create value for operators and partners?

"We saw this change coming years ago and prepared the company for it.

We have consistently reinvested in our technology to build more capable products, and now it is time to capitalize on that investment. We are no longer a company dependent on search engines.

Our organic traffic continues to grow, but more importantly, we can sleep better at night knowing that we have built products customers genuinely love and return to every day".

Expanding Through Product Innovation and B2B Solutions

Looking ahead, what are GSH Online Media’s key priorities over the next 12 to 24 months in terms of expansion, new projects, or growth opportunities within the industry?

"Continuous product improvement for SlotsCalendar and BetBrain remains our top priority.

As a result of those highly competitive products and our proprietary technology, we are now also offering B2B solutions to two types of partners.

For companies already operating in iGaming, we help boost player acquisition and improve retention. For businesses outside the sector, our solutions create an additional revenue stream.

Our turnkey offering allows partners to diversify instantly and claim their share of the iGaming market without additional effort, as everything is managed by our team".