Evidence over buzzwords: Martin Collins on judging real impacts

Before joining iGaming, iGB Affiliate Awards’ new judge, Martin Campbell Collins, worked in sales roles across several sectors, from banking to insurance and recruitment. His first stint in the industry began in 2015, when he joined LeoVegas in a support role.

Step by step, Collins climbed the corporate ladder, entering the affiliate world in 2017 as an account manager. He later joined Betsson Group as a key affiliate manager, before moving into his current role at Merkur as head of affiliates in 2022.

Although it might sound like a cliché to say that no two days in iGaming are the same, it is precisely the dynamic nature of the sector that keeps him grounded. After a decade in the industry, Collins says his time in the role “feels like 100 years”, having worked with many major companies and navigated the complex regulatory landscape.

iGaming encyclopedia

At Merkur, Collins leads the affiliate team across licensed markets, managing budgets, optimising ROI and staying up to date with regulatory changes. Being in touch with departments across the business, from online and offline marketing teams to finance and customer support, has effectively turned him into something of an industry encyclopedia.

“To give the best opinion as a judge, you need to understand the whole picture and how each part of the business works and collaborates with the others,” Collins says. “It’s all very well bringing players to the door, but you need a killer internal team to keep the wheels turning.”

One observation he has made over the years is that, in a noisy space where content is pumped out daily, it is “not always the loud voices you should be taking note of”, but rather “the people who make the wheels turn in the background and never miss a beat to keep pushing forward”. Although visibility on social platforms and personal branding can help amplify influence, Collins notes that achievements ultimately need to be backed by evidence to carry weight.

While it is not the first time he has been invited to sit on industry awards judging panels, Collins only said yes to the iGBA. He sees the awards as a prestigious event that brings everyone together, rewards the most deserving and highlights others who have made a difference in the sector. With so many awards ceremonies now available, he believes that iGBA’s values go beyond “the opening of an envelope”.

“Given the long history of iGBA, it has proven itself to be truly trusted and reputable in all areas, meaning that when you make it to the nomination board, it is clear that your hard work has paid off,” he says. “While still being fun, of course, it stands tall above the rest, giving a much more serious and respected view of the gaming world.”

On award integrity

Joining fellow judges, including Simon Pilkington and Sarafina Wolde Gabriel, Collins is delighted to be a decision maker at this year’s awards. In terms of the judging process, apart from strict NDA with submissions, he is impressed by the board’s diverse background and fair evaluation.

“By having a strong team of judges across all aspects of our space with a wealth of experience, the process gains a fair and transparent outlook. We look at what is happening now – whether you are representing a major brand or a fresh, innovative startup – we judge on the present,” he explains.

Having seen a “huge shift” in iGaming acquisition channels lately, Collins says the “growing at any cost” approach is ceasing to work. In the 2025 calendar year, the assessment period for this year’s iGBA Awards, a clear focus was “moving towards quality over quantity”. As the affiliate space adapts to AI and the search landscape, new trends come and go, and the awards help identify and signpost the right direction.

“As the ‘get rich quick’ channels slowly fall away, what remains are the real performers who consistently deliver results and keep adapting to stay fresh and relevant in the space,” Collins explains. “By highlighting these companies and people, the iGBA Awards really does make the hard work worth it and helps everyone win when the industry pushes forward in the same direction.”

Submission tips

In terms of the key differentiator between a strong nomination and a forgettable one, Collins’ answer is simple: substance over buzzwords. In a sector where most people understand the business mechanics inside out, vague claims do little to convince judges, and there is “no need to be shy” when presenting achievements.

“Buzzwords are great, sure,” he says, “but a strong nomination comes with facts, figures and clear examples, without all the fluff.”

As an affiliate manager himself, although Collins is banned from entering the Best Affiliate Manager category as a judge, he is excited for the final reveal, as the winner will be decided by the community itself. In his view, a strong contender for this category should be “honest, transparent, trusted and friendly”, while not being afraid to speak the truth with partners and always keeping up with industry trends.

“There are so many talented affiliate managers out there with the knowledge and experience who deserve to be seen,” he says. “Whoever the worthy winner is, they will be chuffed to know that they are selected by their peers for a truly well done job.”

Ultimately, the winners will be those who keep learning and delivering consistent results, rather than those who buy the biggest table. Having long been part of the iGBA Awards as a participant, Collins is taking things to the next level this year by joining the judging panel, together helping push the industry forward.