In the fast-paced world of iGaming, where technology and regulations intertwine in a high-stakes environment, leaders don’t just follow trends—they define them. Marcin Kumięga, Business Development Director from Voluum, a leading ad tracking platform, is one such leader. From addressing attribution challenges to embracing AI-driven tools, his insights capture the evolving strategies of iGaming operators.

In an exclusive conversation with SiGMA News, Marcin shared his perspectives on the sector’s challenges and opportunities, highlighting AI’s disruptive force and the critical need for transparency in tracking. This article explores his vision for emerging markets, technological gaps, and the dynamic future of iGaming.

Finding opportunity in the iGaming shift

Marcin Kumięga didn’t set out to revolutionise iGaming. His role at Voluum focused on multi-vertical affiliate marketing, rooted in paid media campaigns across sectors like dating apps and sweepstakes. Immersed in media buying technologies, he honed his expertise in optimising campaigns and demystifying complex tracking systems.

Yet in 2020, during the ICE London conference, Marcin spotted an untapped opportunity. Engaging with operators, he recognised a significant knowledge gap. “I realised a massive opportunity,” he recalls. “Operators were struggling with the basics—like the difference between pixel tracking and server-to-server postbacks.” These methods allow operators to track user activity securely, replacing outdated tracking pixels and ensuring compliance with privacy laws like GDPR.

What seemed routine to Marcin was revolutionary to many. Operators needed scalable, transparent tracking systems to keep pace with developing markets. Seizing this opportunity, he began applying his ability to the specific challenges of the iGaming sector.

The transition was organic. Solutions designed for multi-vertical clients aligned with iGaming’s growing demand for precision in tracking and attribution. Marcin spearheaded this shift, positioning himself at the forefront of a new frontier. By tailoring his approach to iGaming’s needs, he opened doors to partnerships with operators ready to embrace technological innovation.

“We didn’t plan this move initially,” Marcin explains, “but it became clear the industry needed what we could offer. As we worked with operators, our perspective evolved too.”

Marcin’s ability to identify market gaps and deliver solutions underscores the importance of agility in a fast-changing industry. His journey shows how professionals can pivot and adapt to new sectors while staying true to their expertise. By identifying opportunities, he has highlighted a fundamental issue across the sector—the technological gaps holding back many operators.

Closing the technology gap in iGaming

iGaming operators face numerous challenges, but a pressing issue is the technology gap hindering their potential. While other industries push innovation boundaries, many iGaming operators grapple with foundational concepts. Igniting change in iGaming with AI is the next step.

“Technologically, the industry is catching up,” Marcin observes. “Operators now realise the gap and have the resources to close it, but for years this gap held back progress.” At Voluum, Marcin and his team adapted multi-vertical tools to meet iGaming’s nuanced demands, helping operators streamline strategies while maintaining compliance with privacy regulations.

A prime example is MaxBet, a regulated iGaming operator in Romania. Despite complexities in consolidating data from sources like Google, Facebook, and partner traffic, MaxBet achieved a 25% year-on-year growth in registrations and first-time deposits (FTDs), gaining a competitive edge in a highly regulated market.

Collaboration has been key. Partnerships with industry leaders like MediaTroopers, Income Access, and NetRefer established API integrations for seamless data sharing between operators and affiliates. These integrations have elevated transparency and efficiency, setting new industry standards.

Educational initiatives have also advanced technology adoption. The webinar “Building Trust and Optimising Channels: The Power of Postback Data in iGaming,” hosted with Income Access and MediaTroopers, highlighted the value of transparency and data-driven decision-making. “These collaborations are about raising tech standards across the industry,” Marcin explains.

Attribution remains a significant hurdle. Despite advancements, iGaming still operates in what Marcin calls the “Bronze Age” of tracking. Last-click attribution, though flawed, is a necessary evil for many operators, attributing conversions to the final ad interaction and overlooking the broader customer journey.

Monopolies of big tech players like Google and Meta compound the challenges. “No one is willing to share all the data,” Marcin notes. “They want to keep as much of the pot as possible, leaving operators and tech companies to work with incomplete attribution models.”

The implications are far-reaching. Without precise tracking, operators struggle to optimise user acquisition strategies. Fraudulent activities and inefficient ad spending become harder to spot, creating costly inefficiencies.

However, emerging tools are addressing these gaps. Server-to-server postbacks are becoming trusted solutions for ensuring data accuracy while maintaining GDPR compliance. These systems allow operators to track user activity without risking data breaches or relying on vulnerable third-party pixels.

“This is where we can make a real impact,” Marcin says. “By leveraging secure and transparent tracking systems, operators can refine strategies and focus on profitable channels, eliminating guesswork.”

By engaging with programmatic networks and tech innovators, iGaming is moving toward more robust attribution models. The ultimate goal? To create a transparent ecosystem empowering operators and affiliates alike. As operators work to close the technology gap, new tools and innovations, particularly AI, are reshaping how they approach growth.

Harnessing AI for the next era of iGaming

Artificial intelligence is reshaping industries globally, and iGaming is no exception. For Marcin, AI’s rise represents both a challenge and an opportunity, prompting operators and affiliates to rethink established strategies.

In iGaming media buying, where numerous programmatic ad networks and demand-side platforms operate alongside giants like Google and Facebook, data volume is staggering. Success hinges on processing this data to make informed decisions—often beyond human capacity. AI offers a transformative solution, analysing vast datasets to provide actionable insights, such as media buying ‘hints.’ This approach optimises campaigns and helps teams prioritise resources effectively. Voluum is exploring this frontier with plans to make AI-driven tools integral to iGaming growth strategies by 2025.

Black Hat strategies, used by less transparent operators to manipulate search engine results or bypass restrictions, had long been a thorn for compliance advocates. With AI identifying and neutralising these tactics, the industry is shifting toward more legitimate traffic channels. AI’s ability to increase transparency while redefining player safety by using neuroscience is another wider and fascinating discussion on AI advancement.

This disruption is a positive change for companies that follow regulations. Programmatic networks and transparent ad tech solutions are better positioned to thrive. “AI has raised the bar for transparency,” Marcin notes. “It’s forcing us to operate more ethically while presenting new tools to optimise media buying and attribution.”

“We’ve all noticed the disruption,” Marcin shares. “By Q2 of this year, AI had already impacted SEO and disrupted traditional traffic acquisition approaches. It nearly eliminated many Black Hat PPC practices.”

One promising AI application lies in predictive analytics. By analysing vast data, AI can help operators predict user behaviour, optimise campaigns, and personalise user experiences. However, implementing AI in iGaming isn’t straightforward. Voluum’s commitment to transparency and innovation, coupled with Marcin’s expertise, positions the company as a key player in AI-driven media buying strategies.

“The industry is still catching up,” Marcin explains. “Even in conferences with leading experts, there’s no consensus on a complete, accurate attribution model. Big tech players aren’t sharing the data needed for full transparency, limiting our ability to build mixed or view-based attribution models.”

Despite challenges, Marcin sees AI as a catalyst for change. The technology pushes operators to explore alternative traffic sources and rethink reliance on traditional SEO. Emerging markets stand to benefit from these innovations. Programmatic networks like Pop, Push, and Native are gaining traction as cost-effective solutions for reaching new audiences.

Looking ahead, Marcin envisions AI continuing to drive media buying innovation. From refining attribution models to optimising ad spend, possibilities are vast. However, success depends on the industry’s ability to collaborate and embrace transparency.

“AI isn’t just about automation or efficiency,” Marcin asserts. “It’s about reimagining user acquisition and creating a more sustainable ecosystem for everyone involved.”

From archaeology to ad tech

Marcin’s path to becoming a leader in iGaming and media buying technologies is unconventional. His professional journey began in academia, studying history and archaeology. He even considered pursuing a PhD and an academic career.

“It was a tough decision,” Marcin reflects. “But I realised I enjoyed organising events and projects more than academic work. I was drawn to business, and that’s when I made the switch.”

At 25, Marcin began his career in the tech-driven world of marketing and sales—a pivot that defined his future. “I started late compared to many,” he admits, “but business, especially in tech, thrives on talent and motivation. It rewards initiative, no matter when you start.” Now at Voluum, Marcin has leveraged his expertise to bridge technological gaps in iGaming, steering his team toward innovation and impactful solutions.

His academic background shaped his approach to leadership and innovation. He developed analytical thinking and problem-solving skills—assets in the fast-paced world of ad tech.

Taking ownership of success

Marcin’s advice for aspiring professionals is rooted in his experiences: take initiative and don’t wait for permission. “One of my mottos has always been, ‘It’s better to ask for forgiveness than permission,’” he says. “Proactivity is key. You need to own your growth and take responsibility for your success.”

This mindset is vital in dynamic industries like iGaming. Success often hinges on the willingness to adapt and innovate.

He also emphasises the sense of self-harmony. “Business can be challenging,” he acknowledges. “It’s easy to push yourself too hard, but self-care is essential. You need to enjoy what you do and find fulfilment in your work.”

For those considering a career in iGaming or ad tech, Marcin’s message is simple: there’s never been a better time to join the industry.

SiGMA’s role in driving industry growth

For professionals like Marcin, SiGMA isn’t just another event—it’s a cornerstone of iGaming networking, learning, and collaboration. Over the years, the summit has grown from a regional gathering to a global powerhouse, connecting stakeholders across continents and market verticals.

“SiGMA is one of the key events for our industry,” Marcin shares. “It brings together a diverse range of professionals—from operators and affiliates to tech innovators and regulators. This mix makes it unique and incredibly valuable.”

SiGMA is where the industry’s pulse comes alive. One of its strengths lies in spotlighting emerging markets. With its strategic move to Milan for 2024, the summit is expanding its reach and adapting to shifting dynamics. Marcin sees this as a necessary evolution.

“The transition to Milan is a brilliant decision,” he says. “Malta has been a fantastic hub, but Milan offers the infrastructure and connectivity needed to support SiGMA’s continued growth.”

SiGMA’s ability to adapt mirrors iGaming’s evolution. From fostering compliance discussions to showcasing technological innovations, the summit provides a platform for addressing challenges and opportunities. For companies like Voluum, events like SiGMA offer an essential platform to engage with stakeholders, exchange ideas, and refine offerings in response to industry needs.

Supporting emerging markets and regulation

SiGMA’s focus on emerging markets is timely as iGaming operators and affiliates diversify their reach. Markets in Southeast Asia, Latin America, and parts of Africa offer significant growth potential but come with regulatory and operational challenges.

“Emerging markets are the future of iGaming,” Marcin emphasises. “But entering these regions requires understanding local laws, cultural nuances, and infrastructure. Events like SiGMA facilitate these discussions and connect the right people.”

He highlights how important it is to collaborate when navigating complex regulatory landscapes. “SiGMA provides space for open dialogue,” he explains. “It’s a chance to share best practices, discuss challenges, and work toward solutions benefiting the entire ecosystem.” For Marcin, representing Voluum at SiGMA isn’t just about networking. It is about fostering dialogue that drives the industry forward.

Looking ahead to global expansion

As SiGMA expands globally, Marcin sees exciting opportunities for iGaming. With plans to host events in new regions and integrate technology into its programming, the summit is well-positioned to shape iGaming’s future.

“SiGMA’s growth reflects our industry’s evolution,” he declares. “It’s not just about showcasing products or services—it’s about fostering connections and driving innovation. That’s what makes it impactful.” For Marcin, SiGMA is more than a professional obligation—it’s a source of inspiration.

Predictions for the next era of iGaming

As the iGaming landscape evolves, Marcin predicts key trends shaping the next few years.

The growing number of regulated markets will open opportunities for user acquisition, particularly through paid media channels. “More programmatic ad exchanges and demand-side platforms will enter the market,” he notes, creating a diversified landscape for user acquisition strategies. This marks a shift from an SEO-dominant approach to broader, multi-channel engagement.

Operators will need to adapt to changing consumer preferences. “Apps will become standard for operators,” Marcin advises, highlighting increasing competition over in-app traffic. With mobile usage rising, operators must prioritise seamless user experiences and innovative app-based solutions to stay ahead. The ability to adapt is critical, as seen in esports, thriving in chaos, and change has become an art in itself.

He foresees a potential comeback for the metaverse in first-tier countries, offering new products and user acquisition streams. While still in its infancy within iGaming, the metaverse’s immersive environments could redefine operator-audience engagement.

Technologically, Marcin expects standardisation of server-to-server postbacks to be a key milestone. Drawing parallels from other sectors, he notes how quickly S2S postbacks became a norm between 2014 and 2017. “We’re noticing similar momentum in iGaming,” he adds, underlining the importance of transparency and seamless data sharing.

For operators and affiliates, staying competitive means embracing these trends and leveraging innovative tools to navigate this transformative era.

Shaping the Future of iGaming

Marcin Kumięga’s journey underscores the gravity of adaptability, collaboration, and a forward-thinking mindset. From closing iGaming’s technology gap to championing AI-driven solutions, his vision offers guidance for operators navigating change. As iGaming evolves, Marcin’s work highlights how innovation can create sustainable, transparent ecosystems benefiting all stakeholders.

As the like attribution, compliance, and emerging markets, leaders like Marcin provide a roadmap for navigating these changes. His emphasis on transparency, collaboration, and leveraging cutting-edge tools offers a blueprint for operators and affiliates striving to stay competitive. As Marcin aptly notes, success in iGaming isn’t just about adopting new tools—it’s about creating a sustainable ecosystem that benefits everyone involved.

With technology reshaping the landscape and global markets, iGaming stands on the cusp of transformation. Leaders like Marcin are guiding the industry, poised not only to meet its challenges but to thrive.

The world’s biggest iGaming community is at the SiGMA Eurasia Summit, February 23-25, 2025. Connect with 14,000+ industry leaders, hear from 400+ expert speakers, and seize new opportunities in Dubai with the world’s community in iGaming.