MyAffiliates: Scaling tech with trust as core

Entering the iGaming landscape in 2008, Clemence Dujardin is well versed in all sectors of the space, having held roles from supporting a poker company to spearheading an operator’s affiliate programme and managing casino affiliate sites.

Over four years of moving between jobs, Dujardin gradually realised that building the bridge between operators and affiliates was her true career passion. In 2012, she joined MyAffiliates, this year’s iGBA Best Affiliate Management Platform winner, as general manager, helping to shape the business’s key projects.

Seeing the company as the perfect fit, her job-hopping came to an end. She has now been with MyAffiliates for over a decade, rising to the C-suite.

“I joined initially to help shape the commercial and client side of the business. But as we grew, so did my role,” she recalls. “Today, I lead the company as Group CEO, and I’ve been lucky to work alongside a team that’s just as focused on building something solid and reliable for the long run.”

Building from the ground up

Founded by veteran product owner Steven Harris, who had already developed similar solutions for other industries, MyAffiliates was born in 2007 in Brisbane, Australia. With strong expertise in technology architecture, system automation and affiliate tracking systems, Harris set out to create a robust platform tailored for the gaming industry to help operators grapple with the growing complexity of managing affiliate programmes at scale.

Slowly yet steadily, the business hit major milestones in the following decade, growing into a fully fledged tracking platform used by some of the industry’s biggest names. From welcoming its first client in 2009, the company had onboarded 100 customers by 2018 and set up a modern office in Malta. According to StatsDrone research backed by data from a sample of 1,100 affiliate programmes, MyAffiliates had become the most commonly used non-proprietary affiliate marketing software in 2024, representing 16% of market share.

Now serving over 300 clients across continents, the business is in rapid growth. But scaling has not been without its hurdles. Dujardin points out the top three challenges she has encountered, including “balancing innovation with stability, adapting to regulatory changes and managing client expectations across very different markets.”

“But we’ve always prioritised product integrity and real relationships, which has helped us navigate those growing pains,” Dujardin adds.

Trust-first growth

At the heart of MyAffiliates’ growth has been a focus on trust. While the company’s direct clients are operators, affiliates are the ones using the platform on a daily basis. Believing that “trust starts with listening”, Dujardin and her team place affiliates’ feedback as their top priority, shaping how they approach product design and service delivery.

“Whether it’s a big feature idea or just a small UI improvement, we take it seriously. Every suggestion goes through internal review, and if it makes sense, we build it,” Dujardin explains. “Feedback isn’t just part of the process for us; it drives how we evolve the product. It’s how we make sure we’re building something that actually solves problems.”

That trust has built a virtuous cycle. Affiliates consistently recommend the platform, which in turn drives more operators to adopt it. “Affiliates refer to us constantly, and that’s probably the strongest indicator that we’re doing something right. For us, trust isn’t about one feature. It’s about consistently delivering a tool people can depend on,” Dujardin adds.

Boosting performance with AI

One of the company’s most recent innovations is BoostBox, an AI-powered tool “built to simplify how operators share updates with affiliates” by tackling some of the longstanding pain points in the sector, such as delays in information access, time-consuming research, content inconsistencies and resource limitations. By centralising resources and making them accessible at the touch of a button, the company claims BoostBox reduces support queries by as much as 40% while giving affiliates the ability to produce faster and more consistent promotional material.

For affiliates, the upgrade is expected to help them stay competitive with a sharper focus, taking results to a new level. “Affiliates can instantly access the latest brand assets, bonuses and promos, which helps them stay accurate and on-brand without having to dig through endless emails,” Dujardin explains.

On the operator side, it means teams spend less time fielding repetitive requests and more time focusing on high-level initiatives. “It cuts down dramatically on manual updates and repeated questions, freeing up teams to focus on more strategic work. It’s practical, efficient, and scalable – exactly how we like to build,” she adds.

Recognition and what comes next

This year, MyAffiliates won Best Affiliate Management Platform at the iGB Affiliate Awards – the first time the category has been introduced. For the team, taking home the prize at the first attempt was both a “proud moment” and a strong signal to the market.

“(The win) validates all the work, discussions and improvements that have gone into the product over the years,” Dujardin says. “We’re not trying to be the flashiest solution on the market. We want to be the most solid and reliable one. This award reinforces that our direction is the right one. And it gives us more fuel to keep pushing forward.”

Looking ahead, Dujardin points out that the company’s roadmap is “focused on real improvements”, developing client-centric features rather than pushing out just “bells and whistles”. Promisingly, she sees a “steady stream” of clients migrating from other platforms, usually after being recommended by affiliates and operators.

“Growth is important, but we’re not chasing it at the expense of quality. We’d rather scale smart, keeping the flexibility and responsiveness that’s always set us apart,” she adds.

For Dujardin, who is soon reaching her 13-year benchmark at MyAffiliates, the journey has been extremely rewarding. It is perhaps less about climbing the career ladder and more about trust, innovation and building a product that benefits an entire business ecosystem – commitments she will carry forward to the company’s future.

Watch the MyAffiliates team's reaction to being crowned Best Affiliate Management Platform at the 2025 iGB Affiliate Awards below: