In the final part of our iGB L!VE 2025 speaker interview series, Aleksandar Dasic recounts his journey from founding a youth magazine to managing affiliates at Bragg Gaming. He explains what relationship building means to him, the value affiliates and streamers bring to game providers and how they can work together for mutual growth.
For Aleksandar Dasic, head of affiliate marketing at Bragg and one of this year’s iGB L!VE speakers, relationship building has always been his passion and a consistent theme in his career.
As a student at the University of Belgrade majoring in international relations and affairs, Dasic was deeply involved in social causes. One of his earliest ventures was founding an educational online magazine for youth in Serbia, a platform where “young people could find opportunities for education, personal growth and development”, including scholarships, events and motivational content.
The project not only helped thousands of fellow students but also opened doors for Dasic, who was later invited to events organised by Youth Time International Movement. Drawn to its focus on open dialogue and global collaboration he joined the group in 2019, travelling to countries like China (below) to attend conferences and organise summer camps for local youth.
“Eventually, I became one of the senior ambassadors, helping spread the word and supporting their mission on a broader scale,” Dasic recalls. “Both of these experiences gave me the chance to connect with inspiring individuals around the world and reinforced my commitment to creating meaningful impact beyond the industry I work in.”
From AskGamblers to Bragg
In 2016, Dasic entered the iGaming industry by chance after a friend’s recommendation, starting as an online casino games specialist at AskGamblers. What began as a “spontaneous opportunity” quickly became a passion. He was drawn to the industry’s pace and constant evolution, becoming deeply invested in “understanding how everything works behind the scenes”, eventually progressing to acting head of content.
Developing and launching activities that truly showcase the value of our studio brands is where I feel most energised
That same curiosity later led him to switch sectors. In 2023, a year after AskGamblers was acquired by Gentoo Media, Dasic joined Bragg Gaming as a product marketing manager, building relationships with media partners and streamers to promote the studio’s titles. His affiliate background gave him a clear edge, having already learnt what providers need and “how to effectively communicate their value to both partners and players”. This perspective helped him settle in quickly and lead with confidence.
Like his volunteer work, what excites Dasic most is the relationship-building aspect of his role, as well as the creativity of designing marketing campaigns. “Developing and launching activities that truly showcase the value of our studio brands is where I feel most energised,” he says. “The dynamic nature of the industry keeps things fresh, and being in a role that allows me to shape how our content is promoted and perceived is something I find both rewarding and motivating.”
Affiliates vs streamers: what’s the difference?
Dasic now works with some of the industry’s most recognised names – from affiliates like AskGamblers, SlotCatalog and CasinoGuru to streamers like CasinoDaddy and CasinoGrounds. While streamers have seen a surge in popularity in recent years, especially among younger players, Dasic stresses that both play a crucial role in amplifying game visibility and “creating trusted entry points for players to discover new content”.
Affiliates and streamers play a crucial role in amplifying the visibility of our games and creating trusted entry points for players to discover new content
Affiliates, he explains, offer more structure and long-term value. With their strong SEO presence, they often serve as “the first stop for players researching where to play or which game to play next”.
“Their content is often more evergreen, and they tend to have a deep understanding of the industry, which makes them reliable partners when it comes to building campaigns that perform over time,” he says.
Streamers and influencers, by contrast, create something “immediate and personal”. Their strength lies in authenticity and the ability to generate buzz within communities, especially during new game launches.
Mutual growth
Working with both groups brings its own challenges. With affiliates, Dasic says the biggest hurdle is staying aligned on messaging and keeping up with changing regulations. For influencers, it’s about “finding the right balance between creativity and responsibility” and ensuring content is engaging but compliant with licensed standards.
Ultimately, the most successful partnerships are the ones where both sides understand each other’s goals and are willing to grow together
Selecting the right partners is about more than just numbers. Dasic defines the strongest collaborations as those “where both sides understand each other’s goals and are willing to grow together”.
Due diligence is key in the process. With affiliates, his team evaluates “their reach, the quality and variety of content they offer and how much players trust them as a source of news and recommendations”. With influencers, it’s equally important to assess “how well they understand the industry”, in addition to the quality of their output.
This relationship-first mindset also defines Bragg’s future affiliate strategy. Rather than relying on one-size-fits-all solutions, Dasic plans to build tailored campaigns for each region, adapting to local player behaviours, regulatory landscapes and content preferences.
“At the core of it all is the idea of creating campaigns that not only drive results but also tell a compelling story – one that resonates with players, no matter where they are,” he says.
Aleksandar Dasic will be speaking at "Studios x Affiliates: Closing the Gap on Partnerships" on 3 July 2025 at iGB L!VE 2025.