At Riddick’s Yerevan Meetup, one of the standout sessions came from Mikael Poghosyan, Partner Development Manager at Galaxsys. His talk shed light on how affiliate marketers and game providers can collaborate more effectively — and why that collaboration is often overlooked or misunderstood.
This article by Peaky Ads provides a complete breakdown of Mikael’s insights: how a game provider operates, how you can plug into their ecosystem as an affiliate or media buyer, and how real case studies prove the value of working directly with the product side.
What is a game provider and why should affiliates care?
Galaxsys is a game developer behind titles like Plinko, Aviator, and Chicken Road. Mikael’s team is responsible for B2B integrations with casinos, co-branded campaigns, creative distribution, and community engagement.
“Most affiliates don’t fully understand how the relationship between a web and a provider works. But it can be a huge win for both sides,” Mikael explains.
Unlike affiliates, who profit mainly from bringing in deposits or players, game providers earn only when a player spends money in their games. Their share is typically around 5–10% of GGR (Gross Gaming Revenue), while affiliates can earn Rev Shares up to 70%.
“You bring in a $100 deposit — $50 of that might go to you directly. Us? We get maybe $10, and only if the player plays our titles,” he adds.
Why should affiliates work with game providers?
The industry’s common myth is that working with providers wastes time because “they don’t pay for traffic.” Mikael is here to debunk that.
He argues that game providers can be valuable long-term partners, offering affiliates a wide range of support:
- Creative materials
- Retargeting mechanics
- Budget co-sponsorship for influence and brand campaigns
- Direct introductions to top-performing casinos
“A lot of the time, we don’t even know that affiliates are sending traffic to our games. But if you reach out, we can help you do it better,” Mikael says.
Real example: Creative collaboration that converts
One of the most effective collaborations Galaxsys has run is with Pin-Up. Together, they launched multiple creative and product campaigns, from custom game builds to retargeting flows that brought players back to the tables.
Turning the Hamster trend into casino traffic
When the Hamster Combat game on Telegram went viral, Galaxsys and Pin-Up launched their arcade-style spin-off built around Plinko mechanics. The game leveraged the trend and pulled in massive numbers:
- 150,000 new players in the first month
- Full influencer and affiliate participation
- VIP party activation in Amsterdam to keep partners engaged
“The team at Pin-Up told us later that the party helped them retain their top affiliates,” Mikael shares.
Retargeting inside the game environment
Galaxsys also helped Pin-Up run a brilliant retargeting campaign using in-game pixel data.
How it worked
- Galaxsys integrated a pixel into their games.
- They passed behavioral data to Pin-Up.
- Pin-Up then retargeted those players with personalized offers.
Results
- +40% increase in bets placed
- +30% boost in total wagered volume
“If you run your casino or have the infrastructure to use this setup — we already know it works,” Mikael says.
How a game provider supports the funnel
Game providers aren’t just code shops — they’re full-stack partners with assets that can support multiple stages of your conversion funnel.
Here’s how Galaxsys collaborates with partners.
Influence and awareness campaigns
Galaxsys actively co-funds influencer streams and branded campaigns.
“If you’re working with a streamer — great. Have them play our titles, and we’ll top up your media budget,” says Mikael.
This helps scale early-stage acquisition and boosts player trust through recognizable games.
Custom game development
Galaxsys has delivered custom-branded versions of its core games or even full reskins when a trend or cultural moment has called for it.
“See a viral moment in your GEO? Come to us. We can reskin fast and test the concept together,” highlights Mikael.
SEO sites built by affiliates, powered by provider data
Galaxsys doesn’t have a dedicated SEO department, but they have first-party user data at scale. That allows SEO-based affiliates to build authority sites with real traction.
In Colombia, we have 100,000 monthly players in one game. We’re not building SEO sites — but you can. We’ll share the data. You bring the traffic tools. Let’s work together.
Games as a traffic channel
For Mikael and his team, games aren’t just content but acquisition funnels.
That includes:
- Streaming-driven interest and push traffic
- In-game triggers that connect to Telegram bots (even in gray/black-hat flows)
- Virality through visual mechanics and behavior-driven engagement
- Familiarity and gameplay repetition that increases LTV
“Tower Rush, for example, runs on RNG. But the player feels like they can beat the timing. That feeling is what keeps them engaged,” Mikael points out.Galaxsys runs performance campaigns around Tower Rush in Venezuela, bringing in over 10,000 new players monthly.
Why don’t affiliates cooperate with game providers more often?
Mikael admits there are internal blockers to affiliate collaboration. Most of Galaxsys’ resources go toward product, not traffic. Teams focus on game development, casino partnerships, and tournament mechanics, not affiliate management.
There’s also a broader industry assumption that game providers only matter for branding, not performance. That’s simply incorrect.
“People treat us like a YouTube funnel — great visuals, but not built for performance. That’s just not true,” Mikael points out.
5 ways affiliates can work with game providers today
Let’s see on the Galaxsys example what a game provider offers to affiliate teams to explore deeper collaboration:
- Influencer campaigns.
Co-branded drops, budget sharing, campaign support, and viral hooks. - Creative assets and data.
Ready-made creatives plus performance data for retargeting, optimization, and testing. - Custom game skins.
Reskin games to fit your market, theme, or trend — fast. - Access to GGR and player behavior data.
Use Galaxsys data to build intelligent segmentation and retarget flows. - Casino network access.
Galaxsys is integrated with over 1,000 casinos, meaning you can test offers across multiple brands with one product.
Conclusion
Working with a game provider isn’t just about supporting their brand — it’s a strategic entry point into sustainable, diversified funnel structures.
As Mikael Poghosyan put it, “We don’t just make games. We build products you can monetize. And we want to do it together.”
Want more insights like this? Subscribe to the Peaky Ads YouTube channel for deep-dive interviews from Riddick’s Yerevan Meetup and other useful podcasts, explore our blog for tested strategies, or get in touch to start building your performance stack — powered by real marketing professionals.
