Levon Nikogosyan, CEO of AffPapa & iGaming Club

Publication date: 25 August 2025

Don’t miss this interview if you’re interested in the journey from a local startup to an international community! On 3S.INFO’s iGaming Heroes series, we present Levon Nikogosyan, founder and CEO of AffPapa and iGaming Club. Learn how the project started, why the industry needs its own conference, and how confidence in what you do can change everything!

– How did you enter the iGaming industry? Who helped you professionally, and in what way?

I began my career in iGaming by joining a full-time position as a developer at an iGaming B2B startup. The company grew rapidly, and soon I led its affiliate department. By early 2015, I decided to move forward and seek opportunities to create my own B2B project that would offer superior solutions for affiliates and agents. At that time, EveryMatrix supported us by opening an office in Yerevan. Together with colleagues, we founded Partner Matrix in our home country. Later, already having gained experience, I became one of the first investors in AffPapa.

– What was the best piece of advice you’ve ever received in life or your career?

Be confident in what you do. Confidence is half the battle.

– What is the value and benefit of the AffPapa community? Why did you decide to lead and develop exactly this kind of project?

Different platforms have always existed in the industry, but we saw that there was no proper community that genuinely united operators and affiliates directly. That became the mission of AffPapa — to be not just a directory, but a living community for communication and collaboration. Today, I’m proud to say that our community brings together over 300 operators, 1800 affiliates, and numerous B2B companies. The greatest value lies in the fact that they find each other directly, build relationships and grow together.

– How do you choose team members? What qualities surprise you in people? Were there unexpected revelations — cases when someone turned out very different from expectations?

Success of any company relies on the right team, and a good team cannot exist without good people. Skills can be taught, but human qualities are either present or absent. And sometimes surprises occur, both pleasant and unpleasant. Sometimes a leader doesn’t meet expectations, while an ordinary employee reveals so much potential that he or she ends up being promoted to a higher position with greater responsibilities. Such discoveries always transform the company dramatically.

– Another traditional question about AI: what’s your take on it — tool, threat or hype? Do you use it in your work?

To me, AI is primarily a work instrument. It helps optimize processes, refine marketing efforts, and personalize them. However, it can’t replace humans and their strategic thinking. In our industry, it’s important to recognize that AI can greatly empower teams, but it shouldn’t dictate the company’s direction itself. Everything depends on whose hands hold this tool.

Today, AI is becoming increasingly prevalent in marketing and media buying. Find out more in 3S.INFO’s selection of the best AI tools for gambling and betting.

– What is your biggest achievement?
My greatest victory is being able to assemble a team of like-minded individuals and continuing to surround myself with such people.

– What was the most costly or painful mistake you’ve made? What did you learn from it?

Probably the biggest mistake is one I’m not even aware of: perhaps a missed opportunity or wrong decision. But overall, if you’re constantly trying something new in business, mistakes are inevitable.

– What was it like organizing your own conference? Would you do it again knowing what it entails?

Organizing small networking events is entirely different from running your own conference. We’ve seen that there’s a genuine demand for specialized conferences catering to affiliates and operators, drawing relevant audiences and maintaining balance among participants. That’s exactly what we’re aiming for in our events. The success of iGaming Club shows that we’re heading in the right direction, and we plan to continue developing it in the same format for many years ahead.

Keep track of industry events and discover new networking venues in the 3S.INFO calendar of iGaming conferences.

– Which personal skills and qualities have helped you become an effective CEO? Do you see yourself as an effective leader — why yes or why not?

Perhaps it’s fairer to ask my team about this. John Maxwell once said, “A leader is someone who knows the way, goes the way, and shows the way.” This resonates with me. I don’t consider myself effective. If the business can’t run smoothly without my constant involvement and decisions, then I still have room to grow.

– Whom in the industry would you pass the baton to and recommend as the next iGaming Hero?

I’d pick Dmitry Belianin. He doesn’t merely comprehend the industry — he actually senses its trajectory, spots opportunities others overlook, and inspires his team to pursue ambitious goals. To me, he’s someone who creates value for partners and colleagues alike, which is why he deserves to become the next iGaming Hero.

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