From his early days in digital marketing to leading one of the most dynamic affiliate networks in iGaming, Martins Lasmanis brings nearly two decades of hands-on experience and strategic insight to the table. In this edition of Community Voices, Martins reflects on the evolution of the industry, the bold moves that shaped Media 24’s growth, and how the company is embracing AI and a product-first mindset to stay ahead. Dive into his story of resilience, speed, and smart risk-taking — and what it takes to build a future-ready affiliate powerhouse.

Can you tell us about your journey into the iGaming industry, how your role and experiences have grown over the years, and what key lessons you’ve learned along the way?

I started in digital marketing about 18 years ago, focusing on SEO. I remember spending my first two weeks just reading everything I could find online. A lot of it turned out to be useless, but it gave me the basics. From there, I worked at a few companies, launched and sold my own digital marketing agency, and later became a freelancer.

In 2016, an affiliate marketer reached out to me through a mutual connection who recommended me based on previous work. I joined his company in 2017 as an employee. That move felt like a risk, but I saw potential.

I spent about four and a half years there. Over time, I started to see big opportunities in markets the company wasn’t willing to explore. Eventually, I decided to leave, sold my shares, and took a break. In May 2022, I joined Media 24.

One key lesson I’ve learned is that long-term consistency often matters more than one brilliant idea. And when you’re scaling fast, being agile and willing to adapt quickly is sometimes more important than being perfect.

After 8+ years in iGaming, what are the biggest changes you’ve seen in the industry, and how has Media 24 kept up with them? What key things have helped Media 24 stay strong?

Even though the industry never stops evolving, the fundamentals of affiliate marketing haven’t changed much. What has changed is the pace of Google updates. They are a constant source of stress for many SEO-focused affiliates. They now come one after another and sometimes have a big impact.

And now when AI begins to reshape how people search, affiliates will need to rethink how they attract organic traffic. In some cases, we’ve already seen that AI-driven results take away up to 30% of traffic from organic searches. Its growing impact means we should prepare for fundamental changes coming ahead.

What’s helped us most is staying extremely focused. We ran at a loss for almost two years after starting the company. It is often the reality when you are starting a SEO based business. It was incredibly stressful, we nearly ran out of money for salaries at one point. But we kept going with one plan — to make it work.

Now we have grown to 60+ websites, 300 partners and a team of over 50 people. And we didn’t aim for perfection, we aimed for progress. That speed-first mindset helped us significantly.

In a competitive industry like iGaming, looking back, can you think of an idea or plan that felt very risky at first but ended up being a big success for Media 24? What did you learn from that?

One of the riskier moves was our “plant seeds everywhere” strategy. We decided early on to enter almost every market where sports betting was popular. Around 90 GEOs in total. In some cases, the numbers said we shouldn’t bother doing that. But we trusted our instinct.

In that way we were able to quickly identify promising markets, then double down where the data started to make sense. It taught us that data is crucial, but so is intuition. Especially in an industry where emerging markets can surprise you.

It also helped us distribute risk. With presence on so many markets, external factors like Google updates or website blocking had a much smaller impact on the overall business. That made Media 24 much stronger and agile in the long run.

Does Media 24 use new technologies like AI? If so, how does using these technologies help the company get stronger or better at what it does?

Definitely. AI-powered tools have already helped us a lot. For example, we noticed a content formatting task that took our managers hours every day. It was repetitive and added up to dozens of lost hours weekly. So, we built an AI-powered algorithm to automate it. Now it takes just minutes, saving our team days and weeks of work each year.

We’re watching AI closely and see a lot of potential. A few months ago, we started developing an AI-first mindset across the team, setting up bi-monthly meetings and workshops to explore how we use these tools and what’s possible. It’s already changing how we work, and we hope to build up on that. The goal is to figure out how we can optimize our work processes and eliminate as many routine, repetitive tasks as possible. We want to free our employees as much time as possible to think, to create, to be proactive, and to create value.

If you could give one piece of advice to someone wanting to build a successful company in iGaming today, what would it be?

Focus on building something future-proof. That means strong partnerships, transparency, and a long-term mindset. In affiliate marketing, a lot of your success depends on trust. Both with users and with operators.

Also, don’t wait for everything to be perfect before launching. Start fast, learn fast, and improve as you go. The ability to move quickly is still one of the biggest advantages you can have in this space.

What are the main future plans for Media 24, and what kind of impact do you hope the company will have on the iGaming world in the years to come?

Our focus is on becoming a product-driven company. We’re seeing a shift in the industry, many affiliates are building tools and user experiences that go far beyond what was considered enough a few years ago. That’s the direction we’re heading as well.

The new generation of players wants better experiences. We hope Media 24 can play a leading role in creating what the future of affiliate marketing looks like. Agile, technological, and always focused on the user.

HIPTHER, a leading event organizer and media agency shaping the Gaming and Tech industries in Europe and beyond, is proud to announce a new strategic collaboration with MSG Global Ltd., a premier consultancy specializing in the gambling sector.

This collaboration reflects a mutual respect and long-standing personal rapport, grounded in a shared commitment to integrity, innovation, and advancing meaningful conversations within the industry. It aims to open new avenues for knowledge exchange, professional networking, and value-driven engagement across key verticals.

HIPTHER’s Co-Founder, Zoltan Tuendik, stated about the partnership: “We’ve known the founders of the MSG Global team for years. Not just as respected professionals, but as people who understand that trust and long-term thinking still matter in this industry. This collaboration is a natural next step in building something valuable and future-facing together.”

MSG Global brings over 20 years of experience in strategic planning, regulatory compliance, global network access, digital transformation, and sales growth within the gambling industry.

“We focus on partnerships that go beyond transactions. HIPTHER understands our culture, our high standards, and our mission to engage effectively in key markets. Together, we’ll shape more meaningful agendas and drive stronger impact.” — the representative of MSG Global Ltd. commented

Together, HIPTHER and MSG Global look forward to exploring synergies that enrich their respective networks and support the growth of responsible, future-focused leadership across the gambling and tech sectors.

Falling into cash flow problems can feel like it came out of nowhere but this is rarely the case. Spotting trends in cash flow from previous years can help identify the high and low periods.

Stable Capital helps trainers identify these lows and provide short/medium term funding that can be accessed quickly to iron out the lows and keep business running smoothly.

Every stable is different so packages are built based on the needs of the client. Crucially, interest is only paid for time period the funds are borrowed and there are no additional fees.

Having a line of credit running alongside any business also helps speedy access to allow for essential purchases like new equipment or facilities, which often are best done at a time of slow cash flow. For example, a jumps trainer in, say, August may not be reeling in the training fees at that time but needs to upgrade facilities in the yard during this slower period.

Stable Capital, the brainchild of Ben Newton & Philip Jackson who are both long-term owners and, therefore, fully understand the mental and financial pressure of running what is, in essence, an entirely results focused business.

Racing Consultant, Harry Dunlop explains the concept: “Even the biggest optimist can see that UK horseracing is not in good health. We are open to all of the industry in treacherous times for a sport that needs support and advice…right now. I have had been through exactly this issue and so we are here for anybody in the industry that needs some short-term help.”

Philip adds: “Seasonal businesses like training need to be handled completely differently from a normal cashflow management scheme. Stable Capital are, essentially, racing fans who understand the industry. We have been open for business for about a year now and initially we kept the business under wraps but demand is now at such a point that we need to let racing industry folk know that we are here. We 100% in the mindful business and first & foremost racing fans…this is a tough industry and we are a lot more than a band aid when cash flow becomes an issue.”